Glossary - Advertiser

Ad Viewability

Ad viewability is the concept of how visible ads on a website or mobile app are to users. For an ad to be considered “viewed” at least 50% of the banner or creative must display on screen for more than one second.

Charts and graphs that provide a snapshot of campaign performance at any point in time so marketers can spot problems, or identify marketplace opportunities, and shift gears, if a better course of action is required.

Efficiently collecting the necessary data to analyze marketing campaigns and make informed data-driven business decisions, thus saving time and money while helping marketers achieve and improve upon business objectives. Campaign analysis not only helps marketers reduce waste by making short term fixes to marketing campaign mix, but also provides them with insight into maximizing the lifetime value of a customer over time.

The campaign analysis and optimization process can be divided into two major categories: a) Harvesting Low Hanging Fruit: areas in need of improvement that are relatively easy to identify and provide quick and effective results; and, b) Long Term Optimization: the process of continual optimization over time, including improving the customer’s overall lifetime value.

When a user performs an action as measured by an advertiser, for instance, making a purchase.

CPM

Cost per mille or cost per thousand impressions (CPM) refers to the money an advertiser invests for one thousand ad views. An industry standard measure for selling ads on websites, this measure is taken from print advertising. The "M" is taken from the Roman numeral for "thousand."

CPS

Cost Per Session (CPS) is a bidding strategy for the required number of workflow sessions during which you want your ads to be exposed to HCPs on the EHR platform. Patient intake, diagnosis test ordering, diagnosis test review, medical review, and e-prescription (eRx) are all possible workflows for an HCP's session with a patient on an EHR platform. As each workflow is treated as a session, you are charged based on the workflow(s) you select at the time of campaign creation.

CPV

Called Cost Per Value, this bidding strategy is based on the value of copay card which a patient gets.

Provides you access to all the creative assets such as display banners for all the brands associated with your account at one place. ​

CTR

Click-Through Rate is a metric that measures the number of clicks received on your ads per number of impressions. (CTR = No. of clicks/No. of impressions).

EMR/EHR

Platform where HCPs can document and review patient health-related information, including medical history, diagnoses, vital signs, insurance, diagnostic testing and plan care.

Endemic

Endemic advertising refers to ad placement where it is native or natural to its market. It fits, it belongs, and the products present a natural connection with certain industries or markets. For HCPs, endemic environment could be medical journals, HCP networking, medical associations, or medical education.

Platform where HCPs can search for and prescribe medications and treatments for the patient. This platform can be standalone, embedded in the EMR, or an add on software for the EHR.

Geo-targeting

Displaying (or preventing the display of) content based on automated or assumed knowledge of an end-user’s position in the real world. It is relevant to both PC and mobile data devices.

HVA (High Value Audience)

A particular group of people identified as the intended recipient of an advertisement or message. 

Impression

Impressions are the number of times your ad banner is displayed to the HCP in the EHR, no matter if it was clicked or not.

Inventory

The total number of ad views or impressions that a website has to sell over a given period of time (usually figured by the month).

Count of new product fills or administrations based on lookback.

NRx (New Prescriptions)

Count of new prescriptions filled at the pharmacy based on fill number.

Optimization

Optimization is the process through which technology is used to improve existing operating processes of the campaign to improve its performance and to yield better results.

 Premium

A type of ad inventory found on well-known and well-respected publisher sites. This type of inventory is media inventory that achieves ROI and is considered of high value to an advertiser.

Prescribers

Count of HCPs prescribing the advertiser’s brand in the duration selected by the advertiser. This parameter represents an aggregation of count for New-to-Brand and Repeat prescribers: where the New-to-Brand prescribers is the count of HCPs that have new prescription fills or administrations based on lookback whereas the Repeat prescribers represents the count of HCPs that have refill prescriptions or administrations based on lookback.

Publishers 

Publishers are organizations that deliver content or a service to users. In many cases, publishers depend on selling advertising mixed in with their content in order to fund the development and delivery of the content or services. In other cases, advertising is a source of additional revenue. Publishers have traditionally directly sold their best quality advertising spots or space, whereas those that can’t be sold directly are often sold through third party resellers such as ad networks.

More recently, they are sold through supply-side platforms that coordinate and manage the supply and distribution of publishers’ ad inventories on their behalf in electronic marketplaces. As marketers move more and more toward automated or programmatic media buying, so are publishers as they are adapting and learning how to effectively list their ad inventory in programmatic channels.

Reach

Reach is the total number of HCPs who have seen your ad banner. Reach could be considered as the number of unique HCPs who have been exposed to the ad banner and considering every one of the HCP has seen your ad banner posted on the EHR.

Real-Time Bidding (RTB)

It refers to the bidding that happens via automated auctions on online ad inventory in real time. A real-time bid is often dynamically generated based on past performance of creatives, inventory, user groups, and other parameters. Like an auction, the highest bid from relevant ads typically wins the ad placement. 

Rich Media Creatives

Rich media is a digital advertising term for an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content.

Rich media lets advertisers create complex ads that can elicit strong user response. Using HTML5 technology, the ads can include multiple levels of content in one placement: videos, games, tweets from an ad, etc. If the objective is simple to generate clicks or a more ambitious goal to create brand awareness, rich media is the format to go with.

Script Lift

A study measuring the number of new prescriptions or gauging the number of new prescribing HCPs that are attributable to your campaign.

The total count of new product fills or administrations.

Third Party Tags

A snippet of JavaScript code generated from a third-party ad server in the form of an ad tag (also known as a third party ad tag). The ad tag is a digital container that allows that ads to be displayed.

Doceree collects the ad tag from advertisers and displays the ads advertisers have created from a third party. With third-party ads, there is no need to update creatives in your campaigns. Any ad change on the third-party ad server will reflect on the single ad tags. 

Telemedicine 

Platform that allows HCPs to interact (via text, audio and video) and care for a patient remotely. The platform can be standalone or embedded in the EMR.

TRx (Total Prescriptions)

Count of total prescriptions filled at the pharmacy (new + refills).

 Yield

The percentage of clicks v/s impressions on an ad within a specific page.