Terms & Definitions

Program: Madison Logic uses the term Program to indicate an advertising initiative you have.  It is similar to the concept of an advertising campaign.  A program encompasses an audience (target accounts & personas), specific geographic regions, media channels, a period of time or a program schedule, a specific budget, a collection of content (your white papers and other assets used to generate leads), and a collection of ads which are displayed to your audience across the B2B web.

Domain: This refers to the website address of your target accounts.  An example is the following: The target account Boeing has a domain of boeing.com.  Madison Logic uses domains to find the appropriate employees at your target accounts for media targeting.

Cookies: Madison Logic identifies and serves ads to employees at your target accounts using cookies.  A cookie is a small amount of data generated by a website and saved by a web browser. Its purpose is to remember information about you, similar to a preference file created by a software application.  Browser cookies come in two different flavors: "session" and "persistent." Session cookies are temporary and are deleted when the browser is closed. These types of cookies are often used by e-commerce sites to store items placed in your shopping cart, and can serve many other purposes as well. Persistent cookies are designed to store data for an extended period of time. Each persistent cookie is created with an expiration date, which may be anywhere from a few days to several years in the future. Once the expiration date is reached, the cookie is automatically deleted. Persistent cookies are what allow websites to "remember you" for two weeks, one month, or any other amount of time.

Mobile Device ID: Mobile Device Identifiers, or Mobile Device IDs are a unique identifier which Madison Logic uses to identify and serve ads to a mobile device. They can usually only be accessed via an app and not from the mobile web. Madison Logic uses these identifiers to determine if they have already served an ad to a specific employee at a target account and frequency cap them.  Madison Logic utilizes a variety of Mobile Device ID types such as iOS IDFA ID, Android Advertising ID, and IDFA.

Landing Page: When an individual at a target account clicks one of your display ads they will be directed to your landing page.  This is a webpage hosted on your company's website that can provide the user additional information on your products and solutions.  Landing pages are great places to incentivize your target audience to learn more about your company.  It is a good idea to include website analytics on landing pages so that you can evaluate your visitor activity.

Click Tracking: Many website analytics tools provide the feature of monitoring users on your website by click tracking.  This is referred to as UTM parameters when using Google Analytics.  Your display ads can, and should, include click tracking parameters to properly measure the visits to your website from ad clicks.  Learn more about Google Analytics click tracking and UTM parameters here.

Leads: Madison Logic delivers your content to business professionals within your defined target audience.  When an individual downloads your content, such as a white paper, and their business card information matches the criteria you have defined in a program they become a lead.  Their business card information (such as name, email, phone number, job title, etc) are sent to your company as part of our Lead Delivery service. While any business professional can download your content, only business users that match your predefined success criteria will become a Lead.  

Lead Delivery: Our platform can deliver leads to your marketing technology platforms in real time moments after a business professional has consumed your content.  Before a lead is delivered we first validate and verify their information.  This involves checking to ensure their email address is deliverable, their phone number is valid, and their information is formatted to your preference.  We currently support a wide variety of platforms to deliver leads into.  This includes CRM systems such as Salesforce.com, Netsuite, Microsoft Dynamics, and Marketing Automation system such as Marketo, Eloqua, Hubspot, Pardot, and Act-On.  If you have a marketing platform that is not listed here, chances are good that Madison Logic can deliver leads into that platform.  Simply reach out to your Customer Success Manager to review your preferred platform and they will assist.

Content Syndication: Madison Logic has created a B2B content syndication network spanning hundreds of B2B publishers and partners that reach into over 15 business verticals.  This network is used to syndicate your content, such as your white papers, and generate leads.  Our publishing partners use a variety of channels to generate your leads such as digital research libraries, contextual ad units, search boxes, and email newsletters.  

Prioritized Accounts:  Madison Logic can assist clients by prioritizing their target accounts based on the research activities of these targets accounts.  We refer to this as a Prioritized Account list.  When you provide us an account list, we can look across these accounts and identify those that are showing the highest intent on the relevant topics associated to your programs and the products/solutions that you sell.  Only accounts that are surging on the topics indicated will be isolated within this Prioritized Account list and added to a program.

Predictive Accounts: We can help you identify accounts to target based upon intent data that we see across our network of B2B partner websites.  Using a list of B2B topics and certain parameters such as company size, industry, and country, we will build a list of accounts to target.  The difference between Prioritized Accounts and Predictive Accounts is very straight-forward.  A Prioritized Account list starts with you providing us a list, which we then prioritize.  A Predictive Account list is built when you do not have your own list to start with.

Intent Topics: Madison Logic has a list, or taxonomy, of over 7,000+  B2B topics which are monitored across our B2B partner network.  These topics are divided into Vertical (IT, HR, Manufacturing, etc), Parent Category (Cloud Computing, Security, etc), and Child Topic.  Your Customer Success Manager will work with you to select the most appropriate topics for your programs.  Once topics are selected you will see an analysis of the accounts that are currently showing the highest intent on these topics and how their research patterns fluctuate over time.

Geography: This refers to the country business professionals live in.  When creating a program you have the ability to define specific countries you would like to target with your content and ads.

Budget:  You set the amount you would like to spend for a program.  This budget can be spread across multiple months or run for a short period, such as a few weeks.  When you create a program using Display Advertising you can set daily, weekly, monthly, and total budgets.  When you create a program using Content Syndication you can set monthly and total budgets.

Schedule: A schedule refers to the total amount of time you would like a program to run.  We support schedules that span a few days and upwards of years.  Using a schedule in combination with a budget is the way to predict the outcome of a program.

Marketing Automation: Modern marketers use a multi-channel approach at nurturing leads and marketing automation systems are the means to achieve this.  Some common marketing automation systems include Marketo, Eloqua, Hubspot, Pardot, and Act-On.  When leads are delivered from Madison Logic, marketing automation systems typically direct the leads down a nurturing path which can include additional emails sent to the leads as well as route the leads to your sales team when they have become qualified for sales follow up.

Content: Marketers oftentimes use content to generate interest and leads from business professionals within their target audience.  There are a variety of content types available to leverage including white papers, case studies, infographics, e-books, and analyst reports.  This content is a tool for business professionals to use during the research phase of a business need.

• Title: Your content should have a title or headline that is used to grab the users attention and include a call to action.
• Short Description: A short description is text that supports your Title.  It is often used to generate interest from an individual to take an action, such as clicking on the Title to learn more.
• Long Description: When a user fills out their business card information to receive their content they are oftentimes on a webpage that contains the Long Description.  This is an opportunity for you to provide more information about the content you are promoting.  

Creative & Ads: When you run a Display Ads program with Madison Logic your brand message is promoted around the B2B web.  Your Ads (or Creative) will be used to engage with your target audience.  Madison Logic supports a variety of display ad formats and types.  Please refer to Creative Best Practices for in depth information on the various ad sizes and file types that we support.

Downloads: A download occurs when a business professional registers for and receives your content.  A download does not always create a lead.  

Clicks: When your ad is delivered to a business professional they may click on it.  The business professional is directed to your website immediately following this click.  In traditional display advertising clicks were viewed as a primary method for evaluating the success of a program.  Account Based Marketing is focused on generating interest and measuring engagement.  While a business professional may not click on your ad, they may engage with that ad by reviewing your brand message.  Madison Logic measures engagement beyond the click by calculating the amount of time your ad is in view to each account.

Ad Exposure: Whenever your ads are shown to your target audience Madison Logic measures the amount of time they are in view within the active browser tab.  Ad Exposure is only generated when your brand message is visible.  Madison Logic measures ad exposure to each business professional as well as to each target account.  Ad exposure is clear way to measure engagement with your target accounts.  Clients will often look at ad exposure to a target account with their pipeline activity.

CRM Integration:  Madison Logic can connect directly into your CRM system, such as Salesforce.com, to identify accounts to target within a program.  You are able to leverage the main objects within a CRM system such as Contacts, Opportunities, Campaigns, and Accounts.  The fields associated to each object are used to create logic for account selection.  Please review the full documentation on CRM Integration for further insight.

Impressions: When your ad is delivered to an individual at your target account it generates an impression.  Madison Logic showcases the number of ad impressions that have been generated to each target account as well as for each program.

Unique Users: Each time an individual is reached by your ads they are identified as a unique user.  Each unique user may see your ads multiple times for brand reinforcement and increased engagement.

Site Visits & Site Traffic: When a visitor from your target accounts visit your company's website we attribute this activity to your programs.  We show to you the total number of times users from each of your target accounts visit your website over time.  This can be viewed by day or by week.  Madison Logic correlates Ad Exposure time to website visits to calculate the number of website visits you can expect from a target account for every hour of ad exposure to that same target account.  This correlation is referred to as Visits Per Exposure Time.

Trending Accounts: Businesses around the world are constantly researching products and solutions to solve a need or problem.  Madison Logic listens to billions of B2B content consumption activities each month to identify companies that may be in-market for a particular product and solution.  When a company is exhibiting more intent and showcasing more research activities than they typically do, we identify this company as Surging.  This is a strong indicator that the company may be in market to purchase a product.  Madison Logic currently tracks over 3,000 business topics across millions of companies globally to identify the ideal time to engage with a company.  This insight is provided to our clients to best understand the research trends within a target account.  Madison Logic clients use this information to identify companies to target with their content and ads, and for sales to frame the conversation when they reach out to their target accounts.

Intent Score:  Based on a scale of 1 - 100, it is a measurement of research activity that we track in conjunction with over 1600 publishers.  When a company increases researching activities around a certain topic, its intent score would increase for that topic and once they have a score above 60, we would consider that company to be trending relative to its normal intent score on that topic.  The lookback window for this activity is 18 months and includes intent trends and historical topics.  This intent data is updated weekly.

Viewability: Viewability is an online advertising metric that aims to track only impressions that can actually be seen by users. For example, if an ad is loaded at the bottom of a webpage but a user doesn’t scroll down far enough to see it, that impression would not be deemed viewable. The Media Ratings Council (MRC) has defined the standard for viewability (PDF).  The standards state that 50 per cent of pixels must be in the viewable portion of an internet browser for a minimum of one continuous second to qualify as a viewable display impression for a standard display ad.  Madison Logic uses this MRC standard when measuring Ad Exposure time.  Only ads that are viewable generate Ad Exposure time.

Impressions Delivered: We measure the total number of times your ad is shown to users at your target accounts.  This number is referred to as Impressions Delivered.

Days Remaining: This refers to the amount of time remaining for your program.  For example, if you have created a program and set the Schedule to Jan 1 to Jan 31 and it is currently Jan 20, then this program will have twelve Days Remaining.

Accounts Reached: Each program you create will target a number of accounts.  Your programs can utilize both content to generate leads and display ads to generate awareness and brand exposure.  Madison Logic measures the total number of accounts reached across both of these channels and refers to this as Accounts Reached.

Frequency Cap: Frequency capping is a term in advertising that means restricting (capping) the number of times (frequency) a specific user is shown a particular ad. This restriction is applied to all websites that serve ads from the same advertising network. Frequency capping is a feature within ad serving that allows to limit the maximum number of impressions/views a user can see a specific ad within a period of time. E.g.: 3 views/visitor/24-hours means after viewing this ad 3 times, any visitor will not see it again for 24 hours. This feature uses cookies to remember the impression count. Madison Logic employs a variety of frequency capping techniques to ensure users at your target accounts are not overly saturated with your ads.