Online Advertising

What’s inside

• What does click-through rate (CTR) measure in online advertising?
• Which attribution model gives 100% of the conversion credit to the final marketing interaction before the conversion?
• What is the primary purpose of retargeting in online advertising?
• In a cost-per-click (CPC) advertising campaign, what does the advertiser generally pay for?
• Match each online advertising metric with its definition.
• Match each online advertising format with its most characteristic description.
• Match each targeting method with the audience signal it primarily uses.
• Match each bidding strategy with its main optimization focus.