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Brand Standards & Guidelines

Platform Elements


Branded Terminology

Audiences Tool

Smart Container Tag

A code snippet added to the universal header of a website. The Smart Container Tag is used to collect user pools from a website’s visitors. The tag lets you track conversions, gather audience insights, and build retargeting audiences for campaigns.

Audiences Tool
Custom audiences created from first and/or third-party data segments. Options include data from more than 100 North American data partners, 50 EU/UK data partners, smart container tag-generated retargeting audiences, CRM lists or IP lists.

User Pool
Collections of cookie profiles, device IDs, mobile IDs generated from first-party data sets that can be added to custom audiences for data targeting.

Retargeting Data
User pool of web traffic generated from advertiser’s Choozle Smart Container tag. Used to retarget traffic for high-value or recurring products and conversion campaigns.

IP Addresses
Identified user pool within a specific IP address range. Add segmentation by location, industry or company, and include or exclude user pool in custom audience creation.

CRM Data
User pools matched to online and offline data from on-boarded list. User pool available as a targetable data group to include in a campaign.

Click Retargeting
A user pool collected through engagement with creative units used to retarget website traffic

Custom Audiences
Audience created from first-party and/or third-party data segments that can be generated in the Custom Audience Builder planning tool, saved and applied in a campaign’s ad group setup.

Manage My Sites/CRM Data
Single interface to manage your site segmentation within the Choozle platform and upload CRM data. All pixel management and data matching dictated in Manage My Sites is done automatically.

Universal Catalog Tool

The Universal Catalog provides access to third-party data aggregated from outside data providers.

Third-party Data
Our third-party data includes:

• 5 billion global IDs
• $3 trillion in annual consumer spending
• 90+ percent of U.S. households
• 15 million domains worldwide
• 46,000+ prebuilt audiences spanning demographic, intent-based behavioral, B2B, online, offline, and purchase data
• 50 branded, market-leading data providers in ten key vertical markets within an intuitive catalog search

Data Partners
Data is gathered from trusted and validated sources to support privacy and security compliance.

Campaigns Tab

Campaign Manager
Division of the platform to combine unique advertiser assets, strategy and campaign constraints into a single-page setup. Dashboards report data in real-time and provide in-line and editing options for immediate adjustments to optimize campaign performance. Sort campaigns (in progress, not in progress, or archived) and set campaign flight dates, budget, impression and budget caps and daily spend caps and conversion events.

Ad Group
The line items of the campaign, which have unique tactics and budget associated to them. Quantity will vary based on budget, but all contain the constraints of the targeting and can be optimized mid-campaign.

Libraries Tool

Creative Asset Library
Repository for all creative files for the advertiser. Uploaded in the Choozle interface and immediately sent for exchange creative approval. Tied into campaigns during the ad group setup. Accepted file types include static display, video, HTML5, and ad tags.

Bulk Uploading
Bulk Uploading allows clients to upload one or more ads into the creative asset library.

Site Lists
Library for all pre-populated publisher-declared categories available in Choozle interface. Template file available for a custom category or site list targeting, including bid factor adjustments.

Geolocations List
Library including all pre-populated nation, state, city and DMA targeting. Template file exists for custom geolocation targeting by postal code.

IP Lists
The library includes template file to upload all IP address ranges to be matched to user pool and made available for custom audience creation to be included or excluded in campaigns.

Contextual Keyword Lists
The library provides a template file to create keyword lists to match to keyword-targeted ads.

Industry Terminology

Ad Group
A single set of ads with an associated bid and audience within a campaign. Each campaign is made of ad groups based on product types, target audiences, and targeting methods, like using demographics or remarketing lists.

Ad Serving
Ad serving is the process or technology associated with delivering (serving) online advertisements to an end user’s computer by an ad server.

The ad server allows different ads to be served in order to target different audience groups.

Measurement of the value of each user interaction that contributes to a conversion within a campaign – allows marketers to more accurately measure the success of a campaign.

Ad Tracking
Methods used to monitor and record when ads are being viewed by visitors to your site is ad tracking.

Ad Network
An ad network serves as an intermediary between advertisers and publishers, and aggregates large amounts of advertising inventory from a publishers’ websites.

Ad Exchange
Ad exchanges are technology platforms that facilitate the bidding, buying and selling of online media advertising inventory from multiple ad networks.

The approach is technology-driven as opposed to the historical approach of negotiating price on media inventory.

Banner Ad
A banner ad is a form of advertising that utilizes a graphic display to advertise for a company or product.

A banner ad usually appears along the sides of a web page: at the top, bottom, left, or right. They often take a rectangular shape and can contain both images and text.

Behavioral Targeting
Behavioral targeting tactic that uses a users previous web browsing history to display relevant advertisements in front of them.

Buyer Persona
A buyer persona is a research-based representation of the ideal buyer for a company. You can transfer these personas to audiences for targeted campaigns.

Call To Action (CTA)
A message that motivates the customer to take a desired action.

Click-through Rate (CTR)
Uses algorithms to optimize for click-through rate. Should represent the target percentage of users you hope to click on your ad, It is defined simply as “the amount spent to get an advertisement clicked.”

Contextual Targeting
Targeting sites that categorize themselves in a specific area or topic of websites/publishers.

Cost Per Acquisition (CPA)
Uses algorithms to optimize for cost per action/acquisition. Should represent the target you wish to pay in order to attain a conversion.

Cost Per Thousand (CPM)
A marketing term used to denote the price of 1,000 advertisement impressions on one webpage.

Cost Per Click (CPC)
Uses algorithms to optimize for cost per click. Should represent the target you wish to pay to gain an ad click

CRM Onboarding
An automated feature that allows clients to upload a CRM list to the platform to provide Audience Insights and targetable consumer profiles on both desktop and mobile devices from your CRM data.

Demand-Side Platform
A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.

Real-time bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences.

Data Management Platform (DMP)
A DMP is a centralized data management platform which:

Allows you to create target audiences based on a combination of in-depth first-party and third-party audience data

Accurately target campaigns to these audiences across third-party ad networks and exchanges

Measure with accuracy which campaigns performed the best across segments and channels to refine media buys and ad creative over time

Interactive Advertising Bureau (IAB)
The Interactive Advertising Bureau (IAB) is a standards bureau that evaluates and recommends standards and practices for interactive advertising.

The IAB issues compliance seals that verify that companies are compliant with IAB standards and guidelines.

Inventory is the total number of ad views or impressions that a website has to sell over a given period of time (usually, inventory is figured by the month).

An impression is the display of an ad to a user while viewing a web page.

A single web page may contain multiple ads. In such cases, a single pageview would result in one impression for each ad displayed.

IP Targeting
Clients can source IPs themselves for free or have Choozle did it for $ – In the IP Targeting Library, the client will download the template file, follow template instructions for adding IPs to it, then upload file into Choozle.

Choozle will match user pools against the IP ranges and a targetable audience will populate under the Data Groups section of the Audiences Tab

Each account can have up to 10k IP ranges, IP block is not a feature

Lookalike audiences allow advertisers to target more people who look like their established customers.

Uses existing custom audiences or conversion data (conversion pixels) as a “seed” and an audience is built of similar users.

Can be used to target people who are similar to sets of customers for acquisition, site registration, purchases, and coupon claims or drive brand awareness

Pay-per-click (PPC)
Pay-per-click is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked.

Potential Reach
Uses algorithms to optimize for greatest reach by impression and provides the number of users you could reach with your targeting selection.

Programmatic Advertising
The automated process of buying and selling ads.

Real-Time Bidding (RTB)
Real-time bidding refers to the means by which ad inventory is bought and sold on a per-impression basis, via programmatic or instantaneous auctions, similar to financial markets.

Instead of bulking buying and inventory-centric buying, RTB mimics stock exchanges and utilizes computer algorithms to automatically buy and sell ads in real-time.

An empirical analysis suggests that RTB encourages the use of per impression context and targets the ads to specific cookies, primarily based upon demographic and behavioral data, and hence dramatically increases the effectiveness of display advertising.

Aka “remarketing” is a form of online advertising that can help advertisers keep their brand in front of bounced traffic after they leave their website.

Cookie-based technology – Choozle collects these cookies from website visitors in the Smart Container Tag that is placed on the webpage.

Tag must be placed 30 days before launching a retargeting campaign so Choozle is able to collect profiles

Return on Investment (ROI)
ROI (return on investment) is “the bottom line” on how successful an ad or campaign was in terms of what the returns (generally sales revenue) were for the money expended (invested).

Supply-side Platform (SSP)
A supply-side platform or sell-side platform (SSP) is a technology platform with the single mission of enabling publishers to manage their advertising impression inventory and maximize revenue from digital media.

As such, SSPs offer an efficient, automated and secure way to tap into the different sources of advertising income that are available, and provide insight into the various revenue streams and audiences.

Yield is the percentage of clicks vs. impressions on an ad within a specific page.

Win Rate
Win rate measures the number of impressions won out of those bid on.

Misused Terminology

User pool:
A collection of user IDs or cookie profiles.
• Don’t use: Cookie profiles, cookies, users

First-party data:
Data collected directly from consumers. Hyphenate the compound adjective first-party when it’s modifying the noun data.
• Don’t use: 1st-party, 1st party, 1P Data

Third-party data:
Data aggregated through a number of outside data providers. Hyphenate the compound adjective third-party when it’s modifying the noun data.
• Don’t use: 3rd-party, 3rd party, 3P Data

Ad tech:
Short for advertising technology. It’s two separate words, lowercase, and unhyphenated.
• Don’t use: Ad-tech, adtech

Contextual Keyword Targeting:
A tool that matches keyword-targeted ads to websites.
• Don’t use: Contextual Targeting, Keyword Targeting, Content Targeting, CKT

Contextual Targeting:
A tool that matches a customer’s ads to the websites and channels they’d like ads to appear on.
• Don’t use: Page Targeting, Content Targeting

Data Targeting:
A targeting tactic that lets customers build custom first and third-party audiences with consumer data, retargeting, IP addresses or CRM list.
• Don’t use: Behavioral targeting

Smart Container Tag:
A small piece of code added to the HTML source code of every page of the website. The Smart Container Tag is used to collect user pools from a website’s visitors. The tag lets customers track conversions, gather audience insights, and build retargeting audiences for campaigns.
• Don’t use: Pixels, scripts, tags

Custom Audience:
Audience created from first-party or third-party data segments that can be generated in the Custom Audience Builder planning tool, saved and applied to the campaign ad group setup.
• Don’t use: Target audience

User pool of web traffic generated from advertiser’s Choozle Smart Container tag. Used to retarget traffic for high-value or recurring products and conversion campaigns.
• Don’t use: Remarketing

Geolocation Targeting:
A targeting tactic that allows advertisers to find and target customers in a given area, and limits targeting in areas where they don’t want to target.
• Don’t use: Geo Location, Geo Targeting, Geo-Targeting

CRM Targeting:
Upload your CRM data to target users who’ve already shown interest in your brand’s product or service.
• Don’t use: Email targeting, user targeting

Our team of digital media experts are here to meet you where you are on your digital journey. Whether you’re looking to leverage our self-service platform or managed services, we’re ready to chat about your Display, CTV, Native, Audio, Video, DOOH, Search or Social advertising needs.