Quick Answer Brand safety in mobile advertising means keeping an ad away from any environment that could seriously damage the advertiser’s reputation, things like violent content, hate speech, or illegal activity. It’s a different, narrower idea than brand suitability, which is about whether a placement fits a specific brand’s values even if it isn’t actually […]

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Quick Answer FAST channels are free, ad supported streaming services that deliver scheduled, linear style programming over the internet instead of cable. Advertisers are moving budget toward FAST because viewership keeps rising while connected TV inventory becomes easier to plan, buy, and measure. US FAST users are expected to pass 80 million by 2029, and […]

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Quick Answer App installs and retention measure different stages of a programmatic app campaign. Installs show how efficiently a campaign acquires users, while retention shows whether those users continue using the app afterward. Installs measure acquisition efficiency, while retention shows whether those acquired users continue to engage with the app. CPI helps advertisers understand the […]

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Quick Answer A pause ad is a CTV ad that appears when a viewer manually pauses streaming content. Depending on the platform, it can appear as a companion unit, overlay, or full-screen creative while playback is paused. 40 and 65 percent. It typically shows up on connected TV apps and smart TV platforms, using the […]

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Quick Answer Moment-based targeting can improve relevance and engagement when the real-time signal closely aligns with the campaign objective. It uses signals such as content context, time of day, or a live event to make an ad more relevant to what is happening at that moment.  Demographic targeting uses audience traits such as age, gender, […]

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Quick Answer CTV pause ads offer several benefits that recent research points to: substantially higher viewer attention than standard CTV spots, extended exposure time because the ad stays visible for as long as the pause lasts, a highly prominent share of the screen with limited competing advertising creative in the same moment, and the ability […]

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Quick Answer Winning seasonal pause ad deals comes down to four things done in order: reserving inventory before demand peaks rather than after, choosing a deal type that matches how much certainty a campaign needs, building creative that fits a seasonal moment rather than reusing evergreen assets, and getting measurement fully tested before launch rather […]

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Quick Answer A CTV pause ad is a viewer-initiated advertisement that appears on screen when a viewer pauses streaming content, taking the form of a full-screen takeover or a partial-screen overlay depending on the implementation, and staying visible until playback resumes. Unlike pre-roll or mid-roll formats, a pause ad does not interrupt an active viewing […]

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Quick Answer A PMP deal is set up by negotiating terms between a publisher and a buyer, generating a Deal ID on the publisher’s supply side platform or ad server, sharing that ID with the buyer, and activating it on the buyer’s demand side platform so bid requests and bid responses match on the same […]

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Quick Answer Most programmatic advertising campaigns underperform because of problems around campaign setup, measurement, audience targeting, creative, inventory quality, and optimization, rather than one single flaw in programmatic technology itself. Common issues include broken conversion tracking, audiences that are too broad, optimization toward vanity metrics, weak creative rotation, poor supply-path transparency, and incomplete first-party data.  […]

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