Advertising guides

Short, factual answers to the questions advertisers ask most, from what a DSP is to how to lower your cost per lead.

• What is a DSP (demand-side platform)?
  A demand-side platform (DSP) lets advertisers buy ad impressions automatically across many websites and apps from one pl…
• CPC vs CPM: which should you buy?
  CPC means you pay per click; CPM means you pay per 1,000 impressions. Learn the formulas, how to compare them and when e…
• What is CPL, and how do you lower it?
  Cost per lead (CPL) is your ad spend divided by the number of leads. See the formula with a worked example, why qualifie…
• What is CPA, and how do you optimize it?
  Cost per acquisition (CPA) is ad spend divided by completed actions such as sign-ups, bookings or deposits. Here is how …
• CPS and ROAS: measuring advertising by sales
  Cost per sale (CPS) and return on ad spend (ROAS) measure advertising by revenue. Learn the formulas and what you need t…
• What is AI advertising optimization?
  AI advertising optimization uses campaign data and statistics to recommend where to spend, what to bid and what to pause…
• What is programmatic advertising?
  Programmatic advertising is the automated buying of ad impressions in real time. Learn how RTB and OpenRTB work and what…
• Conversion tracking: pixels, postbacks and attribution
  Conversion tracking connects ad clicks to leads, sales and installs. Compare browser pixels, server-to-server postbacks …
• AI campaign management with Instant Copilot
  Instant Copilot is an AI assistant for advertisers: ask questions about your campaigns in plain language and get answers…
• Brand advertising: reach, frequency and awareness
  Brand advertising builds awareness and recall rather than immediate sales. Learn the metrics that matter: reach, frequen…
• What is performance marketing?
  Performance marketing is advertising managed and judged by measurable results such as leads, sales or installs. Learn ho…