CAPIs are a way to measure and share conversion data directly to platforms and partners, improving the industry's ability to measure, target and optimise without the need for third-party signals. They can improve ad targeting and measurement by bypassing browser limitations.
Jargon Buster
A measure of success, or metric, of an online ad when compared to the click-through rate. What defines a ‘conversion’ depends on the marketing objective. It can be defined as a sale or request to receive more information. Ten 'click-throughs' might provide one conversion, for example.
Conversion window
DOOH
Number of days after exposure where a vendor will attribute visits to a campaign. This can vary by business and category.
A descriptor encompassing a user who is browsing online converting to a paying user, or a user that performs an action of some sort.
Cookie-less
Contextual Targeting
When the technology or service does not have any reliance on a web browser’s cookie functionality.
The cost of one rating point in any geographically defined market.
The cost (price) to deliver 1,000 ad impressions on displays in a market.
Refers to the overall costs associated with acquiring one user. This can be calculated by dividing total marketing costs by total number of new users.
A pricing model that only charges advertising on an action being conducted, for example a sale or a form being filled in.