Media Measurement refers to Lucid’s set of planning and campaign measurement offerings including Impact Measurement and Data Score products, which are accessed through the Lucid Audience Platform, as well as custom measurement services.
Ad server
Software that allows digital ad campaign management and distribution across a range of sites/publishers. These are used by sites/publishers, ad agencies, and ad networks.
AT_CREATIVE_ID
Qualification in the Lucid Marketplace that populates for all Media Measurement surveys. The pixel/tag parameter that corresponds to this qualification is the crid. This qualification is populated passively by Marketplace once the respondent enters the Media Measurement survey.
AT_CUSTOM1 (2,3,4, or 5)
Qualification in the Lucid Marketplace that populate for all Media Measurement surveys where this custom variable has been entered into the Lucid Pixel. This qualification is passively populated by Marketplace once the respondent enters the Media Measurement survey.
AT_DAYS_SINCE_IMPRESSION
Qualification in the Lucid Marketplace that populates for all Media Measurement surveys. This qualification is calculated and passively populated based on the respondents AT_IMPRESSION_TIME and their entry date into the Marketplace.
AT_PLACEMENT_ID
Qualification in the Lucid Marketplace that populates for all Media Measurement surveys. The pixel/tag parameter that corresponds to this qualification is the pid. This qualification is populated passively by Marketplace once the respondent enters the Media Measurement survey.
AT_IMPRESSION_TIME
Qualification in the Lucid Marketplace that populates for all Media Measurement surveys. This qualification is passively populated by Marketplace once the respondent enters the Media Measurement survey.
AT_SITE_ID
Qualification in the Lucid Marketplace that populates for all Media Measurement surveys. The pixel/tag parameter that corresponds to this qualification is the **sid**. This qualification is populated passively by Lucid once the respondent enters the Media Measurement survey.
Audience complete redirect
The redirect for a complete is: http://www.samplicio.us/s/ClientCallBack.aspx?RIS=70&RID=[%RID%]&RISN=[%RSFN%]
This is for added security, verify callback is used on all Audience surveys and should be passed on the client survey live URL and back on the redirect.
Audience term redirect
The redirect for a term is: http://www.samplicio.us/s/ClientCallBack.aspx?RIS=80&RID=[%RID%]&RISN=[%RSFN%]
This is for added security, verify callback is used on all Audience surveys and should be passed on the client survey live URL and back on the redirect.
Cache buster
A dynamically populating parameter in the Lucid Pixel. The ad server's macro should be entered at the time of implementation. This parameter ensures that a user’s browser sees a pixel as unique and serves the pixel up during each new ad call.
Campaign ID
A unique alphanumeric character embedded into the Lucid Pixel. This is used to determine exposure or nonexposure to a campaign in order to survey respondents accordingly.
Control survey
Survey set up to allow only those respondents who have not been exposed to the Lucid Pixel with the specified campaign ID.
Cookie
A text file that is created by a website or pixel/tag, which is stored on a user’s computer.
crid (creative ID)
A dynamically populating or hard coded parameter in the Lucid Pixel. This parameter will show the creative within the site/publisher your campaign is running. For example, you could have crid=Dog_English_15H. This value can also be numerical and you would need to reference the mapping file to match to a creative.
Custom parameters
These can be used to pass third party data (i.e., viewability) or any other value related to the campaign that would need to be reported on the respondent level. These would be implemented under c1=, c2=, c3=, c4=, or c5=. These parameters can be reported on in real time within the Lucid Marketplace and in the final frequency report.
Hard-coded pixels
Pixels in which the parameter values are entered before sending off to the sites/publishers. Remember that the granularity of your hard-coded pixels will dictate the way you are able to break out Media Measurement data.
For example, a hard-coded pixel may look like: https://tracker.samplicio.us/tracker/campaign_ID/pixel.gif?sid=Yahoo&pid=PreRoll&crid=ClearanceSale.
idfa
A dynamically populating parameter in the Lucid Pixel. This parameter is used to capture device ID for campaigns that are running mobile in-app.
Macro
A value that is implemented into the Lucid Pixel which allows the parameter values to dynamically populate based on the ad server being used. Macros are snippets of code that talk to the ad server and request specific information be filled in for each ad call. It also allows for continued use of the same pixel, even as additional sites, placements, or creative are added to the campaign.
For example the pixel implemented with macros when using the ad server DoubleClick would be: https://tracker.samplicio.us/tracker/campaign_ID/pixel.gif?sid=%esid!&pid=%epid!&crid=%ecid!
Mapping file
A document supplied by the media agency used to map back numerical values that have populated into the various variables in the pixel. For example, the pixel may give back sid=1233, pid=7392, and crid=0927. The mapping file will state that sid=1233 is Yahoo, pid=7392 is 300x250, and crid=0927 is 50% off promotion.
Marketplace programmed survey
These are short 10-12 simple question surveys. These will be programmed in the Qualifications Library in the Lucid Marketplace and added onto the Survey as any other custom qualification would. The client survey live URL to be entered on the details page is the audience complete redirect. This is because once the respondent goes through the prescreener, they will have taken the survey and thereby become a complete.
Parameters
These are actively passed by the Lucid Pixel. Parameters can use macros if you are building the Lucid pixel to be dynamic, or can use hard-coded values. The default parameters included in the Lucid Pixel are sid (site ID), pid (placement ID), and crid (creative ID). There are other parameters that can be added, such as idfa, video_action, video_completion, and custom parameters (c1, c2, c3, c4, and/or c5).
pid (placement ID)
A dynamically populating or hard coded parameter in the Lucid Pixel. This parameter will show the placement within the site/publisher your campaign is running. For example, you could have pid=VID_VID_TDCustomGMQ1FY17VidFifteenSeconds_1 x 1. This value can also be numerical and you would need to reference the mapping file to match to a placement.
Pixel
An image based 1x1 tracking component inserted into the digital media for all Media Measurement projects. Pixels can be used to track banners, pre-roll, landing pages, as well as audio ads on platforms such as Spotify and Pandora. An example of the Lucid Pixel is:https://tracker.samplicio.us/tracker/campaign_ID/pixel.gif?sid=aa&pid=bb&crid=cc
Pixel type
By default, the Lucid Pixel is generated as a .gif image pixel. It can also be changed to .giff or .png by manually changing the file extension type in the pixel code.
sid (site ID)
A dynamically populating or hard coded parameter in the Lucid Pixel. This parameter will show what site/publisher, such as AOL or Yahoo, your campaign is running. This value can also be numerical and you would need to reference the mapping file to match to a site/publisher.
Site/publisher
The digital properties where the digital media campaign will be running. For example, ESPN, Yahoo, or Refinery29. Exposed Survey - survey set up to allow only those respondents who have been exposed to the Lucid Pixel with the specified campaign ID.
Target verification dashboard
Can be accessed at proof.lucidhq.com with your assigned username and password. All campaigns that have the Lucid Pixel implemented can be accessed in the Target Verification Dashboard as well as 7 basic demos for the matched to Marketplace respondents.
video_action
A dynamically populating or hard-coded parameter in the Lucid Pixel. This parameter is used to track the action taken, such as start, stop, skip, or complete. This parameter can be reported on in the frequency report, but not in real time in the Marketplace.
video_completion
A dynamically populating or hard-coded parameter in the Lucid Pixel. This parameter is used to track the amount of the video that has been viewed. This can be in time (i.e., 10, 15, 30) or percentage (i.e., 25, 50. 75, 100). This parameter can be reported on in the frequency report, but not in real time in the Marketplace.