Comparisons
Side-by-side answers to the questions that come up in every planning meeting: which platform, which deal type, which measurement method, which metric. Each comparison states a position and links to the terms behind it.
- DSP vs SSP
- What is the difference between a DSP and an SSP?
- MMM vs multi-touch attribution vs incrementality
- Which measurement approach should I use?
- Performance Max vs Advantage+
- How do Google's and Meta's automated campaigns compare?
- Connected TV vs linear TV
- How does CTV differ from traditional television advertising?
- First-party vs second-party vs third-party data
- What are the three kinds of audience data?
- CPM vs CPC vs CPA
- Which pricing model should I buy on?
- Open auction vs private marketplace vs programmatic guaranteed
- Which programmatic deal type should I use?
- ROAS vs MER vs contribution margin
- Which profitability metric should decide budgets?
- CPM vs CPC
- Should I pay per impression or per click?
- CTR vs conversion rate
- What is the difference between CTR and conversion rate?
- ROAS vs ROI
- What is the difference between ROAS and ROI?
- Impressions vs reach
- What is the difference between impressions and reach?
- Google Ads vs Meta ads
- Should I advertise on Google or Meta?
- Programmatic vs direct buying
- Should I buy programmatically or direct?
- DSP vs ad network
- What is the difference between a DSP and an ad network?
- CPA vs CAC
- What is the difference between CPA and CAC?
- First-party vs third-party cookies
- What is the difference between first-party and third-party cookies?
- Brand vs performance advertising
- What is the difference between brand and performance advertising?