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Key Terms in Advertising Sales Management
Familiarise yourself with the collection of terms that you come across while implementing or using Advertising Sales Management.
Required Editions
| Available in: Lightning Experience |
| Available in: Enterprise, Performance, and Unlimited editions with Media Cloud - Advanced |
Key Terms in Ad Sales Business
Here are the key terms that members of a publisher's sales team comes across while preparing to run or while running the publisher's ad sales business in Salesforce:
| Term | Description | Example |
|---|---|---|
| Publisher | A company that owns and manages the media properties where advertisements are served. | Gotham Media is a publisher that owns media properties such as websites, mobile apps, and social media channels. |
| Advertiser | A company that employs the services of a publisher to advertise their products and services. | Cloud Kicks manufactures and sells custom sneakers. |
| Agency | An intermediary that enages with a publisher to excute ad campaigns for an advertiser. | Stellar Media is an agency that works with advertisers to execute their advertisement campaigns. |
| Request for Proposal (RFP) | A document that advertisers and agencies send to publishers outlining their advertisement campaign requirements. | A PDF document that Cloud Kicks shared with Gotham Media outlines ad campaign requirements. |
| Advertisement Campaign | An opportunity that contains the requirements of the advertisement campaign for which an advertiser or agency has sent an RFP. | Gotham Media has created an opportunity for based on the details from Cloud Kicks' RFP document. |
| Proposal | A quote that contains the strategic details of how a publisher is planning to meet the requirements listed in the RFP received from a publisher or agency. | Gotham Media has created three proposals that contains the different types of advertisement strategies that Gotham Media can employ to meet the campaign requirements of the Cloud Kicks. |
| Pitch Deck | A visual presentation that sales reps use to communicate the publisher's suggested strategy for accomplishing the requirements of the advertiser's or agency's RFP. | Gotham Media has generated a powerpoint presentation based on the three proposal to visually represent how they want to meet Cloud Kicks' advertisement campaign. |
| Media Plan | A quote that contains the details of how a publisher plans to execute on the advertiser's or an agency's RFP. When there is a short turnaround time to respond to RFPs and in smaller publishing companies, media plans also work as proposals. |
Gotham Media has created a media plan consisting of ad placements and their related configurations that align with the requirements of Cloud Kicks. |
| Order | A resource that consists of the details of the ad placements that the publisher serves for an advertiser or agency. | An order that Gotham Media executes for Cloud Kicks consists of the ad placements such as website banners and push notifications including their final prices. |
Key Terms for Ad Sales Admins
Here are the key terms that ad sales admins comes across while working on the foundational tasks that enable media planners and sales reps to manage and run the publisher's ad sales business.
| Term | Description | Example |
|---|---|---|
| Ad Server | An external system that the publisher uses to manage its ad inventory and serve advertisements on its media properties. | Gotham Media uses Advantage Serve to its ad server. |
| Media Channel | A media property of the publisher where the publisher serves advertisements for advertisers and agencies. | Gotham Media serves advertisements on their website and app. |
| Ad Space | A location on a media property where advertisements are served. | Gotham Media serves advertisements the home page banner and sports page leaderboard on its website and the home page widget and latest news page widget on its app. |
| Ad Creative | A specific dimensions in which creatives can be served on an ad space. | Gotham Media's website home page banner supports creatives sized 160 by 600 pixels and 468 by 60 pixels. |
| Catalog | A high-level grouping of ad products and services offered to advertisers and agencies. | Gotham Media has a catalogs for ad products and services of its website and the ad products and services of its app. |
| Category | A grouping of ad products by media type and services. | Gotham Media has distinct categories for video, audio, and banners and for services. |
| Ad Product | A type of product that the publisher offers to advertisers and agencies. | Gotham Media has ad products such as pre-roll video, skyscraper, and mid-roll audio. |
| Service | A service that the publisher offers to advertisers and agencies for a charge. | Gotham Media offers such services such as content production and creative design. |
| Bundle | A set of ad products and services that are offered to advertisers and agencies as a collection. | Gotham Media has a bundle that offers a pre-roll video, a banner, and production work as a package. |
| Product Attribute | An attribute that decides the behavior or pricing model of ad products. | Gotham Media has a attributed called Is Skippable for video ad products. |
| Product Classification | A reusable template that's used to create ad products with shared attributes. | Gotham Media has product classifications for each category. |
| Product Configuration Rule | A rule that decides how an attribute works for an ad product or service. | Gotham Media has set a rule that disables the Is Skippable attribute for video ad products where the Duration attribute is set to 30 seconds or less. |
| Price Book | A primary list that contains the price of each ad product and service that the publisher offers. | Gotham Media uses the standard price book to list all its ad product and service prices. |
| Pricing Model | An industry standard pricing model of ad products. | Gotham Media prices its products based on the CPC and the CPM pricing models. |
| Price Impacting Attribute | A product attribute that impacts the ad product prices. | Gotham Media automatically offers a 5% discount for pre-roll videos that are skippable. |
| Targeting Category | A high-level categorization of the ways in which media planners can set the audience targeting criteria of ad placements in media plans. | Gotham Media has two broad targeting categories: Geographic and Demographic. |
| Targeting Segment | A segment in a targeting category. | Gotham Media has these segments in the Geographic targeting category: Country, City, and States. |
| Targeting Value | A value that's part of a targeting category. | Gotham Media has these values as part of the Country segment: USA and India. |
| Preset Targeting Criteria | A targeting criteria that is configured for a specific ad product. | Gotham Media has this preset targeting criteria for post-roll videos: Age group includes 64+. |
Key Terms for Media Planners and Sales Reps
Here are the key terms that media planners and sales reps come across while managing advertiser and agency relationships, and preparing proposals and media plans in response to advertiser and agency RFPs:
| Term | Description | Example |
|---|---|---|
| Party Role Relationship | A relationship between two external parties such as advertisers and agencies. | Gotham Media has a party role relationship that represents the relationship between the advertisers and their representative agencies. |
| Account Account Relationship | An association between two accounts such as an association between the account of a publisher with the account of the agency that represents the advertisers. | Gotham Media has account account relationship for each advertiser and the agencies that represent them. |
| Ad Placement | A line item in a proposal or a media plan that consists of an ad product and its related advertisement campaign-specific configuration such as price and targeting criteria. | Gotham Media's proposals and media plans consist of multiple ad placements, each ad placement is tied to an ad product and consists of the related placement configuration. |
| Line Item Configuration | The configuration of an ad placement in a media plan, including pricing model-driven price calculation, delivery setting, attribute configuration, ad space and creative selection, and targeting criteria selection. | Gotham Media's media plan ad placements are configured based on the requirements of the advertisement campaign that the plan is targeted towards. |
| Order | A record of the committed ad placements that the publisher must serve on their media properties as part of an advertisement campaign. | Gotham Media converts media plans into orders after advertisers or agencies sign the media plan contract. |
Key Terms for Ad Operations Specialists
Here are the key terms that ad operations specialists come across while working on managing activated orders:
| Term | Description | Example |
|---|---|---|
| Amendment | A business scenario where a preflight or in-flight order must be changed. | Gotham Media often makes changes to orders based on campaign performance and advertiser feedback. |
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