Incremental Lift

An Insertion Order (IO) is a formal contract between an advertiser and a publisher (or ad network) that outlines the details of a media buy. It includes information such as campaign dates, ad formats, pricing, targeting, and total budget.

In traditional digital advertising, the IO serves as the legal framework that guarantees delivery and payment terms. Although much of programmatic buying is automated, insertion orders are still used in direct and private deals, particularly for high-value or guaranteed placements.

For example, a brand might sign an IO with a publisher to secure exclusive homepage banners for a fixed period. In modern platforms, digital IOs are integrated within DSPs and PMPs, ensuring compliance, transparency, and traceability in every transaction.

An Inventory Quality Score (IQS) is a performance indicator that measures the overall quality of ad inventory available for sale. It considers factors such as viewability rate, ad fraud risk, user engagement, page load speed, and brand safety compliance.

Publishers with consistently high-quality scores attract more premium advertisers and achieve higher CPMs. For example, an SSP may assign each publisher a dynamic quality score that influences how often their inventory appears in high-value auctions.

Advertisers also rely on IQS data to identify trusted inventory sources and avoid low-quality placements. Maintaining a strong quality score requires clean traffic, optimized page layouts, and transparent performance reporting.

In-House Advertising refers to the practice of managing digital campaigns internally rather than outsourcing them to agencies or external partners. Many brands choose this model to gain more control over data, strategy, and performance.

By operating an in-house media team, advertisers can directly access DSPs, analyze campaign data in real time, and execute creative optimizations without relying on third-party intermediaries. This approach often improves transparency, reduces fees, and accelerates decision-making.

However, it also requires significant investment in technology, training, and talent. For example, a company may build an in-house programmatic team to oversee all media buying and integrate with ad exchanges like TwinRed, ensuring full ownership of audience insights and campaign outcomes.

An Impression occurs each time an ad is loaded and displayed to a user on a webpage or mobile app. It’s the fundamental unit of measurement in digital advertising and serves as the baseline for key metrics such as CPM (cost per thousand impressions) and CTR (click-through rate).

Not all impressions are equal—viewability, placement, and user attention determine the real impact. For example, an ad that loads below the fold but never appears on screen technically counts as an impression, but it offers little value to the advertiser.

Programmatic platforms use verification tools to ensure impressions meet visibility standards set by the Media Rating Council (MRC). Measuring valid, viewable impressions accurately is critical for transparency and trust between advertisers and publishers.

IDFA (Identifier for Advertisers) is a unique, device-specific code assigned by Apple to each iOS device. It enables advertisers to track and measure user interactions across apps in a privacy-compliant way. The IDFA helps link ad impressions or clicks to downstream actions such as app installs, purchases, or engagement events.

However, with Apple’s App Tracking Transparency (ATT) framework, users must now explicitly grant permission for apps to use IDFA data. This shift significantly reduced available tracking signals, making it harder for advertisers to measure performance at the same granularity as before.

To adapt, advertisers and ad platforms use alternative solutions such as SKAdNetwork, aggregated event measurement, or first-party data strategies. Despite its limitations, IDFA remains a cornerstone of attribution and optimization in the mobile advertising ecosystem.