Technical Terms

Plain English definitions of some commonly used terms in digital marketing and geo-fencing


GPS – Global Positioning System: is a space-based radio navigation system owned by the United States government and operated by the United States Air Force.

 KPI – Key Performance Indicator: the performance measurement defined by the client to determine the success of any specific campaign.

 CPM – Cost Per Thousand: cost related to 1,000 ad impressions

 CPA – Cost Per Action: represents the cost associated with an assigned action such as but not limited to an ad click, a product page view, a showroom visit, a purchase, etc.

 CPC – Cost Per Click: represents the cost per each individual click

 CTR – Click Thru Ratio: represents the percentage of total impressions that were clicked on

 PCCR – Post Click Conversion Ratio: represents the number of clicks that converted to a showroom visit

Sdk/Location Data

SDK – Software Development Kit: Location data is collected from mobile devices via SDKs. Those SDKs are developed by both location companies and by advertising companies (also referred to as ad exchanges). Both location SDKs and ad SDKs collect information from a mobile device’s GPS receiver via interaction with the phone’s operating system. The multi-source approach to location data collects location data from the following 4 source types:

First-Party Location SDK: A direct relationship with publishers who have installed a location SDK which collects data location information. 60+ different apps have the Partner SDK installed (~1% of data by volume).

Second-Party Location SDK: Partnered with other Location SDK providers in order to increase available SDK footprint. Partner SDKs are installed in over 200 apps. (~30% of data by volume).

Owned and Operated Apps: Our Partner is an app publisher and collects location data from users of our 6 social media apps (~1% of data by volume).

Bid Stream Data: Partner is a marketing DSP and participates in ad exchanges, thus collecting data in the process of displaying banner and video ads in over 100,000 apps via ad exchange SDKs (~68% of data by volume).

However, both SDK types can be subject to fraudulent or incorrect implementation by app publishers. Thus, before any business analysis can be performed using this mobile location data, the data must be ruthlessly screened to remove any low-quality data points. The methods used to screen data from ad SDKs and location SDKs are similar, although most screening procedures have been designed with the peculiarities of ad SDK data in mind. It is important to note, however, that location SDK data can also have low quality data mixed in with high-quality data, although this happens as a much lower rate than with ad SDK data.

Brand Safety

Regarding brand safety, we take it very seriously have a series of brand safety measures in place. Each exchange partner has standards in place to ensure that we receive inventory that does not contain offensive material. This would include adult content, gambling websites or inventory that contains material that may be considered offensive or defamatory by the general public. In addition, we also have a contextual crawler reading sites down to an individual page level for which we receive an inventory bid to categorize the page content in real time. Sites considered offensive are quickly removed and blacklisted across our platform. We’ve partnered with RiskIQ, Integrated Ad Science, Comscore, Pixalate, and OTA Alliance to help monitor all of the inventory we are serving on and the advertisers we place on that inventory.

 In addition to all of the above, we are currently utilizing a global blacklist on all campaigns. This blacklist currently contains over 30 million sites where no ads are served. We can also offer Company Specific and Campaign Specific Blacklists based on the clients’ direction.

 One of the strongest brand safeguards we can run is a campaign-specific whitelist. When utilizing a whitelist, the campaign will only serve on specified domains and applications. The campaign will then only run on sites that have been pre-approved.