UTM Tagging

UTM means Urchin Tracking Module and this technology allows website owners to identify, click paths, user flows and to know where the users are coming from. UTM Tagging is applying customized parameters to the Urchin Tracking Module, and get more inteligence about the external traffic sources of the website, and combine after with the information […]


Engagement involves someone having a meaningful contact or a connection. That connection normally happens when the user participate with an action. Engagement plus Trust are normally the goals of a brand marketing campaign. That said, there are many metrics to evaluate the engagement with a brand via online campaigns. It will depend on where you […]


CPI in online advertisement means Cost Per Install. Is a metric used to calculate the cost advertisers have for each App installed by the users who saw or who click in an Ad. CPI is one of the most popular metrics in the APP world as it allows advertiser calculate and compare different traffic sources, […]


A cookie is a small piece of information that the browser writes on the device (computer, mobile, tablet, smart screen, etc) of the user. There are first party cookies or third party cookies. First party cookies are the ones that belong directly to the website you are browsing. If you visit ebay.com, all the cookies […]


Ad Server is the server that does the ad serving. It can belong to the publisher or to the advertiser. In Supply (Publisher) and in Demand (Advertiser), the Adserver does the same. For both, the adserver will measure the impressions, clicks, errors. If connected to RTB, the matches, bid requests, and other metrics. Altought they […]


Blacklist is a list of websites or a list of inventory sources that advertisers use to not target. It is exactly the opposite of a Whitelist. With a Blacklist you run a campaign everywhere except in the placements listed in a list. In a Whitelist you will only bid on the placements inside the list. […]


Whitelist for advertisers is a list of websites that will be targeted by their ads. The opposite of this concept is the blacklist. Publishers also have a whitelist, but for them, the whitelist means the advertisers that the allow to bid on their inventory. Blacklists are more used in advertising and in publishing. With whitelists […]