Skip links
digital advertising terms

Digital Advertising Glossary

#

360° EXPERIENCE

360-degree experience ads are a new type of advertising that allows users to interact with an ad in a fully immersive way. These ads are designed to give users a 360-degree view of a product or service, and can be used to promote anything from vacation destinations to new cars. 360-degree experience ads are still in their early stages, but they hold a lot of promise for marketers looking to create truly interactive and engaging experiences for their customers.

A

A/B TEST

A/B testing is a comparative test in which an audience is split into at least two subsets. Two alternative solutions or features are then run on each subset. This is done in order to compare the performance of one solution or feature against the other. Advertisers use A/B tests to observe the ROAS or other key performance of 2 or more ad creatives whereas website and app publishers use it to see the revenue performance of 2 different setup.

A/B testing is an important tool for website publishers who want to improve their CPMs, fill rates and hence revenue. By running a test on a small subset of users, website publishers can compare the performance of two different solutions or features and make an informed decision about which one to implement on their site.

ABOVE THE FOLD

An ad is above the fold when the ad is placed within the first scroll of the content. In other words, it is visible on the consumer’s screen after page or app loads without users scrolling down. This term is important for website publishers to understand because it affects where their ads will be placed and how likely they are to be seen by consumers. It will have much higher CPMs and fill rates compared to the placements below the first scroll of the webpages.

ACQUISITION

Acquisition advertising is a form of marketing that is designed to bring new customers or users to your business. This can be done through a variety of means, such as online ads, paid search, or social media. The goal of acquisition advertising is to reach new potential customers or users who are not already familiar with your brand.

ACTIVE ELEMENTS

Flexible design components of an ad such as the icons, logos, call to action, descriptions, comments, likes, and ratings that are dynamically combined with images from a product catalog to create customized native ads.

There are a few active elements of a website that need to be considered when native ads are being placed on the site. The layout of the site, the placement of the ad, and the size of the ad all play a role in how effective the native ad will be.

AD EXCHANGE

Ad exchanges are a type of online marketplace that allow advertisers to buy and sell advertising space on websites. Ad exchanges typically work by connecting advertisers with websites that have available ad space, and then allowing the advertisers to bid on that space in an auction-style format. This allows advertisers to more efficiently use their advertising budgets, and also allows website owners to more effectively monetize their ad space. Ad exchanges typically use real-time bidding (RTB) to price and place ads. RTB is a way of buying and selling ad space in real time, based on the price that each party is willing to pay.

AD FORMATS

Ad format (a.k.a. ad type) refers to the way in which an ad is displayed on a webpage. There are a variety of ad formats that can be used, and each has its own advantages and disadvantages. The most common ad formats are banner ads, display ads, native ads, search ads, text ads, audio ads, and video ads. The Interactive Advertising Bureau (IAB) has defined standard ad formats, there are also native formats which are custom to a site.

AD MANAGEMENT PLATFORM

An ad management platform is a software application that helps businesses manage their digital advertising campaigns. The platform provides a central location for managing ads, tracking their performance, and optimizing campaigns for better results. Ad management platforms typically offer features such as campaign creation and management, ad auction management, ad performance tracking, and reporting. Some platforms also offer features for managing budget, billing, and payments. Most used ad management platforms are:

  • Google Ads Manager
  • Meta Ads Manager (old name: Facebook Ads Manager)
  • Bing (Microsoft) Ads
  • YouTube ads
  • Snapchat Ads
  • TikTok ads

AD LAYOUT

Broadly speaking, ad layout refers to the way in which ads are arranged on a page or screen. This can include factors such as the size of the ad, its position on the page, and whether it is surrounded by other elements such as text or images.

Ad layout, in the context of programmatic advertising, refers to the way in which ads are arranged on a given page or screen. This can include the placement of ads, the size of ads, and the number of ads that are displayed. Ad layout is an important factor in determining the effectiveness of an advertising campaign, as it can influence how users interact with the ads.

AD SALES

Digital ad sales is the process of selling advertising space on digital platforms such as websites, apps, and social media. This can be done through various means such as direct sales, programmatic sales, or ad exchanges.

Programmatic ad sales refer to the use of technology to automate the buying and selling of advertising space. This is done through real-time bidding, where ad space is bought and sold through an auction-like process. Programmatic ad sales are typically used for display advertising, video advertising, and native advertising.

Direct ad sales, on the other hand, involve manually selling ad space to advertisers. This is done through direct negotiations between the publisher and advertiser. Direct ad sales are typically used for sponsorships, directories, and email advertising.

AD TECH

Ad tech (a.k.a. advertising technologies) is a catch-all term for the various technology platforms and solutions that enable digital advertising. This includes everything from ad servers and ad exchanges to demand-side platforms (DSPs) and data management platforms (DMPs) and supply-side platforms (SSPs).

Technology also plays a role in online advertising and marketing, encompassing the people and organizations that create, sell, and manage these solutions. These may include tools for brand awareness, engagement, consideration, or conversion, and provide media owners with ways to better monetize their inventory.

AD UNIT

An ad unit is a specific space or container on a web page where an advertisement can be placed. Ad units are typically sold by web publishers to advertising networks or ad agencies, who then place ads on the publisher’s site on behalf of their clients. Ad units come in all shapes and sizes, and can be sold on a cost-per-click (CPC), cost-per-impression (CPM), or cost-per-action (CPA) basis.

ADAPTIVE CONVERSION OPTIMIZATION (ACO)

Adaptive conversion optimization is a technique used in programmatic advertising that allows for the optimization of conversion rates in real-time. By constantly monitoring and adjusting bids based on conversion data, marketers can more effectively reach their target audiences and improve their overall performance.

ADAPTIVE DESIGN

Adaptive design is a digital advertising term used to describe a website or ad campaign that can automatically adjust to the user’s device, browser, or screen size. This type of design is important for creating a seamless and consistent user experience across all devices, especially as more and more people are using mobile devices to access the internet.

ADDRESSABLE ADVERTISING

Addressable advertising is a form of advertising that allows marketers to target ads to specific consumers, based on factors like demographics, interests, and purchase history. This type of advertising is often seen as more effective than traditional advertising, since it allows marketers to better tailor their message to their target audience. The main difference from non-addressable advertising is measurement capabilities.

ADS.TXT

Ads.txt is a simple, standardized text file that website publishers can use to declare who is authorized to sell their inventory. This enables buyers to identify and buy inventory with confidence, knowing that they are buying from an authorized seller. The file is used to combat ad fraud and increase transparency in the programmatic advertising ecosystem.

It is easy to implement it; website publishers simply need to place a text file on their web server that lists the companies authorized to sell their inventory. The file must be named ads.txt and placed at the root domain level.

The ads.txt file should be updated whenever changes are made to the list of authorized sellers.

The ads.txt initiative is an industry-wide effort to improve transparency and increase trust in the programmatic advertising ecosystem. By increasing transparency and making it easier for buyers to identify authorized sellers, ads.txt is expected to help reduce fraud and increase confidence in the programmatic ecosystem.

Affiliate marketing

Affiliate marketing is a performance-based marketing technique in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s marketing efforts.

Affiliate marketing is a type of marketing in which a company pays commission to another company or individual for generating business for them. It is a performance-based marketing technique in which businesses reward affiliates for each customer brought in by the affiliate’s own marketing efforts.

AI/ML: Artificial Intelligence and Machine Learning

Digital advertising technology is constantly evolving and becoming more sophisticated. One of the latest trends is the use of artificial intelligence (AI) and machine learning (ML) to help target ads more effectively. AI and ML are both based on the idea of using computers to learn from data. AI is more focused on making decisions and taking actions, while ML is more focused on finding patterns and analyzing data.

Digital advertisers are using AI and ML to create more personalized ads, target specific demographics, and track user behavior. By using these techniques, advertisers can more effectively reach their target audiences and improve their ROI.

ALGORITHM

Algorithm means a set of instructions for a computer to follow in order to solve a problem or complete a task. In digital advertising technology, algorithms are used to automate the process of buying and selling ad space on websites. Advertisers use algorithms to determine which websites to display their ads on, and publishers use algorithms to determine how much to charge for ad space on their websites.

APP-EVENTS SDK

The App-Events SDK is a set of tools and services that allow developers to create, manage, and track mobile app events. The SDK includes a number of features that make it easy to create and track events, including:

– A simple, yet powerful event tracking API that makes it easy to track any type of event.

– A robust event management system that makes it easy to manage and track events.

– A wide range of integrations with popular mobile app analytics platforms, making it easy to get started with App-Events tracking.

ARBITRAGE

Arbitrage is a digital ads term that refers to the practice of buying ad space on one or more ad exchanges at a low price and then selling it on another exchange at a higher price. This allows advertisers to profit from the difference in prices between the two exchanges. Arbitrage can be risky if you are buying website traffic to earn higher amounts from the ads shown or clicked.

ATTRIBUTE

Attribute is a term used in digital advertising to refer to a piece of information or data that can be used to identify a particular user or group of users. Attributes can be anything from demographic information (such as age, gender, or location) to interests or behaviors (such as what types of websites they visit or what kinds of products they purchase). By targeting ads to specific attributes, advertisers can more effectively reach their target audiences.

ATTRIBUTION

In the context of digital advertising, attribution refers to the process of assigning credit for a conversion to the touchpoints that contributed to that conversion. In other words, attribution is the process of determining which marketing activities led to a conversion, and then assigning a percentage of the credit for that conversion to each activity.

In digital advertising, attribution refers to the process of assigning credit for a conversion or sale to the touchpoints that led up to it. This can be done using a variety of methods, but the goal is always to identify which channels and campaigns are most effective in driving results.

There are a few different ways to attribute conversions, but the most common is last-click attribution. This assigns all credit to the last ad that was clicked before the conversion. While this is the simplest method, it doesn’t give a full picture of how the customer journey unfolded.

Other attribution models include first-click, linear, and time-decay. First-click attribution gives all credit to the first ad that was clicked, regardless of whether or not it led to a conversion. Linear attribution assigns equal credit to all of the touchpoints that were involved in the sale. Time-decay attribution assigns more credit to the touchpoints that occurred closer in time to the conversion.

AUDIENCE

Audience segmentation is the process of dividing a target audience into smaller, more manageable groups. This can be done using a variety of criteria, such as age, gender, income, location, etc. Once an audience has been segmented, it becomes easier to target them with specific messages that are more likely to resonate. Programmatic advertising is one form of advertising that relies heavily on audience segmentation in order to be effective. By targeting small, specific groups of people, programmatic ads can be more tailored to each individual, resulting in higher engagement and conversion rates.

AUDIENCE TARGETING

Audience targeting is a digital advertising term that refers to the process of targeting ads to specific groups of people based on shared characteristics. Audience targeting can be used to target ads to people based on their age, gender, interests, location, or other factors.

AVERAGE CART

The average cart is the average amount of money that a customer spends when they make a purchase on your website. This number is important because it helps you to understand how much money you can expect to make from each customer that comes to your site. If you know that the average cart is $100, then you know that you can expect to make $100 from each customer that makes a purchase on your site. This number can be useful when you are setting your prices and when you are trying to determine how much money you need to make in order to break even.

The average cart value is used, for example, to help calculate how much revenue a digital advertising campaign is generating, or to compare the average value of items being purchased through different channels.

AWARENESS

Awareness in digital advertising refers to the degree of exposure and recognition that a brand or product has among consumers. It is often used as a metric to gauge the effectiveness of online marketing campaigns. The main goal is increasing familiarity with the brand. In other words, it refers to the degree of exposure and recognition that a brand or product has among consumers. It is often used as a metric to gauge the effectiveness of online marketing campaigns.

AWARENESS CAMPAIGNS

Awareness campaigns in digital advertising typically refer to online marketing initiatives that are designed to increase consumer awareness of a brand or product. These campaigns can take many different forms, but often involve some combination of paid advertising, social media outreach, and content marketing. The goal of an awareness campaign is usually to generate interest and excitement around a new product or brand, and to get potential customers to start thinking about making a purchase.

B

B2B Digital Advertising

B2B digital advertising is the process of promoting and marketing a company’s products or services to other businesses through digital channels, such as websites, search engines, email, and social media. The goal of B2B digital advertising is to generate leads and sales from businesses that are interested in what the company has to offer.

There are a number of different strategies that can be used in B2B digital advertising, and the best approach will vary depending on the products or services being promoted, the target audience, and the budget. However, some common strategies include search engine marketing (SEM), pay-per-click (PPC) advertising, content marketing, and social media marketing.

The key to successful B2B digital advertising is to create targeted campaigns that are relevant to the businesses you are trying to reach. It’s also important to track and measure the results of your campaigns so that you can make adjustments as needed.

B2C Digital Advertising

B2C digital advertising is a form of online marketing that is used to promote products and services to consumers through digital channels such as search engines, websites, social media, email, and mobile apps.Digital advertising is an effective way to reach out to consumers and promote your products or services. It allows you to target a specific audience and track the results of your campaigns.

There are many different types of digital advertising, but some of the most common include search engine marketing (SEM), display advertising, social media marketing, and video advertising.

B2G Digital Advertising

B2G stands for “business-to-government”. It is a type of business dealings where businesses offer goods or services to government entities. This can include local, state, and federal governments. Businesses may offer products or services that the government needs or simply wants. The government may also purchase goods or services from businesses to help them function better.

B2G digital advertising is a term used to describe the process of marketing to government entities and employees through digital channels. This can include online advertising, email marketing, and social media outreach. The goal of b2g digital advertising is to raise awareness of the products or services offered by a company and to ultimately generate leads and sales from government entities.

A banner ad is a digital ad format that typically consists of a graphic image or photo and a shorter amount of text. The text is usually a headline or a call-to-action, and the image is often clickable, leading the user to the advertiser’s website. Banner ads are one of the most common and effective forms of online advertising, as they can be highly targeted to specific audiences and are relatively inexpensive to create.

Banner blindness is the term used to describe the phenomenon whereby internet users become so accustomed to ignoring banner advertisements that they no longer consciously register them. This effect is most pronounced when banners are placed in highly visible positions on web pages, such as above the fold.

Banner blindness can have a significant impact on the effectiveness of digital advertising campaigns. If internet users are not consciously registering banner ads, then they are unlikely to click on them, regardless of how well-designed or relevant the ads may be. This means that banner blindness can lead to lower click-through rates and, consequently, lower ROI for advertisers.

There are a number of ways to combat banner blindness. One is to use rich media ads that are more likely to capture users’ attention. Another is to use retargeting techniques to show ads to users who have already shown an interest in the product or service being advertised. Ultimately, however, the best way to combat banner blindness is to create ads that are so relevant and compelling that users can’t help but take notice. CineWeb floating video players will prevent banner blindness at high rates. When the users skip the in-read video player, it becomes a floating player and achieves successful view or completion.

BEHAVIORAL TARGETING

Behavioral targeting (a.k.a. online behavioral targeting) in digital advertising means targeting ads to users based on their past behavior. This can be done using cookies, which track users’ web browsing history, or by using data from social media platforms like Facebook and Twitter, or web beacons, or other tracking methods. Behavioral targeting allows advertisers to show ads to users who are more likely to be interested in them, and it can be used to target ads to specific demographics or even to individual users.

Online behavioral targeting (OBT) is a form of targeted online advertising that is based on the web browsing behavior of users. OBT uses cookies or other tracking technologies to collect data about a user’s online activity, including the websites they visit and the ads they click on. This data is then used to deliver targeted ads to the user that are based on their interests and web browsing behavior.

BID PRICE OPTIMIZATION

Bid price optimization (BPO) is the process of using data and analytics to determine the optimal price to bid on a given advertising campaign. This process can be used to maximize the return on investment for the advertiser, by ensuring that they are paying the lowest possible price for each conversion.

The goal of bid price optimization is to set the bid price for each ad impression so that it is high enough to generate a positive return, but low enough to avoid wasting money on impressions that are unlikely to convert.

BLOCKLIST

A blocklist is a list of websites or ad networks or IP addresses or ad categories or products that are blocked from serving ads on a particular site or app. This can be done for a variety of reasons, including to improve the user experience by reducing ad clutter, to prevent ads from being served on low-quality or inappropriate sites, or to stop serving ads on sites that have been identified as having a high risk of fraud.

BOUNCE TRACKING

Bounce tracking is the process of measuring how often users view an advertisement and then immediately leave the site. This is important to advertisers because it can help them determine whether an ad is effective or not. If an ad has a high bounce rate, it may be because users are not interested in the product or service being advertised.

BRAND

A brand is a name, term, design, symbol, or other feature that distinguishes one seller’s good or service from those of other sellers. Brand in digital advertising can mean different things to different people or businesses. For some, brand may simply refer to the name of a company or product. Others may define brand more broadly to include the company’s reputation, values, and unique selling proposition. Still others may view brand as an emotional connection that a customer has with a company or product. Ultimately, it is up to each individual or business to decide what brand means in digital advertising.

BRAND AFFINITY

Brand affinity is a measure of the strength of the relationship between a consumer and a brand. It is usually quantified as a consumer’s likelihood to purchase a product from a particular brand, or to recommend that brand to others. This connection can be emotional (or a personal connection or experiences with the brand or its products) or rational (quality of the product, the reputation of the company, product features or reviews), but it typically results in customers being more loyal to the brand and more likely to purchase its products or services.

BRAND LIFT

Brand lift is a term used to describe the positive effect that a brand’s advertising can have on its target audience. There are brand lift measurement tools that measure awareness, favorability, or purchase intent. Brand lift can be a key metric for evaluating the effectiveness of a digital advertising campaign.

BRAND SAFETY & FRAUD PREVENTION

There are a number of different ways to define “brand safety” and “fraud prevention” in digital advertising, but at its core, brand safety is all about protecting a brand’s reputation from being damaged by inappropriate or offensive content, while fraud prevention is all about protecting a brand’s advertising spend from being wasted on fraudulent or non-human traffic.

There are a number of different tools and strategies that can be used to achieve both brand safety and fraud prevention in digital advertising, but some of the most common include content filtering, traffic verification, and ad fraud detection.

BUY

In digital advertising, buying or buy refers to the process of purchasing ad space in order to run an ad campaign. This can be done through an advertising network or directly from websites or apps or through programmatic buying platforms that automate the process. Ad space is typically purchased based on a set price per ad impression or per click.

BUYER INDEX

Buyer index is a number that represents how much a potential customer is worth to a business. This number is used by digital advertisers to help them understand how much they should spend on advertising to reach that customer.

C

CALIFORNIA CONSUMER PRIVACY ACT (CCPA)

California Consumer Privacy Act is a law that gives consumers the right to know what personal information is being collected about them, the right to delete that information, and the right to opt out of its sale. The law applies to companies that do business in California and that collect personal information from California consumers.

CALL TO ACTION (CTA)

A call to action (CTA) is an instruction to the audience that tells them what to do next. It is usually used as a way to prompt customers to take some kind of desired action, such as making a purchase, signing up for a newsletter, or downloading a piece of content. Common calls to action include “click here,” “find out more,” or “learn more” or “visit our website.”

CAMPAIGN

A campaign in digital advertising is a specific, measurable, and time-bound plan to achieve a desired outcome.

The key elements of a campaign plan are:

  • Objectives: What do you want to achieve?
  • Tactics: How will you achieve your objectives?
  • Timeline: When will you execute your tactics?
  • Budget: How much will you spend on your tactics?
  • Metrics: How will you measure success?

CAPPING

Capping (a.k.a. frequency capping) is a digital advertising term that refers to the maximum number of times a particular ad will be shown to a user. Once an ad has been capped, it will no longer be shown to that user, even if they continue to visit the site where the ad is being displayed. Capping is used to prevent ad fatigue, and to make sure that users are seeing a variety of ads instead of the same one over and over again.

CATALOG FEED

A catalog feed is a digital advertising term that refers to a file containing a product catalog that can be used to create ads on a variety of platforms. The file contains information such as product name, price, image, URL, and product ID. This allows advertisers to create dynamic ads that are relevant to the products a user is viewing. The catalog feed file is typically in a comma-separated values (CSV) or XML or Excel or TSV format and is used to upload product information to a merchant’s website or online marketplace.

CHANNELS

A channel in digital advertising is a specific method or platform that is used to deliver an ad to an audience. This could include things like display or video ads on websites, video ads on platforms like YouTube, or even audio ads on streaming platforms like Spotify, and includes search engine marketing (SEM), display advertising, social media advertising, and email marketing.

CLICK-THROUGH RATE (CTR)

The click through rate (CTR) is a metric that measures the number of times a user clicks on a link or a button on a web page. It is often used to measure the success of an online advertising campaign. CTR is the number of times an ad is clicked on divided by the number of times it is shown.

CLICK/CLICK THROUGH

Click through in digital advertising refers to the number of times an ad is clicked on by a user.

COHORT AUDIENCES

According to Google, a cohort is a group of users who share a common characteristic that is identified in this report by an Analytics dimension. Cohort audiences are groups of users who share common characteristics, such as demographics, interests, or behaviors. Advertisers can use cohort audiences to target ads to groups of users who are more likely to be interested in their product or service.

COMMERCE AUDIENCE

The commerce audience refers to those individuals who are interested in purchasing goods or services online. This audience can be targeted through a variety of digital channels, including search engines, social media platforms, and online advertising networks.

This group is typically made up of people who are already familiar with the product or service, and who have a high level of interest in it. The commerce audience is generally considered to be one of the most valuable audiences for digital advertisers, as they are more likely to convert into customers.

COMMERCE DATA

Commerce data in digital advertising refers to the data that is collected by businesses or DSPs or DMPs in order to track and analyze websites’ or online shops’ online sales. This data can include information such as the products that were sold, the prices that were charged, the methods of payment that were used, and the shipping information. This data can be used to track the performance of an online store, to identify trends in customer behavior, and to target marketing efforts. This data can come from a variety of sources, including ecommerce platforms, web analytics tools, and customer relationship management (CRM) systems. By understanding how customers interact with a company’s website, ads, and other online channels, businesses can improve the effectiveness of their digital advertising campaigns.

COMMERCE DATA COLLECTIVE

A commerce data collective is a group of like-minded businesses that have come together to share data and insights about their respective industries. This type of collective can be used to create a more accurate picture of the overall market, as well as to identify trends and opportunities for growth. In the context of digital advertising, a commerce data collective can be used to improve targeting and measurement of campaigns. The group is made up of leading data providers and technology companies that have a shared commitment to privacy and security.

COMMERCE INSIGHTS

Commerce insights is a digital advertising term that refers to the data and insights that are derived from online shopping and purchasing behavior. This information can be used to better understand and target consumers, as well as to optimize advertising campaigns.

There are a few different ways that “commerce insights” can be used as a digital advertising term. Sometimes, it can refer to data that companies collect about online shoppers in order to better understand consumer behavior. This information can be used to improve the effectiveness of online advertising campaigns. Other times, “commerce insights” may refer to tools and resources that businesses can use to gain insights into the online shopping habits of their customers.

COMMERCE INTENT

Commerce intent refers to the intent of the user to buy a product or service. This can be determined through user behavior, such as search queries and clicks on ads. Commerce intent is used to target ads and optimize campaigns for maximum ROI.

For example, if someone searches for “buy shoes online,” they have commercial intent. If someone is browsing a shoe store’s website, they also have commercial intent.

COMMERCE MEDIA

Commerce media refers to digital advertising that is used to promote and sell products and services. This can include banner ads, social media ads, and other forms of online advertising such as websites, blogs, or social media platforms that can be used to promote and sell products or services. In other words, commerce media can be used as a digital advertising tool to help businesses reach their target audiences and boost sales.

COMMERCE MEDIA PLATFORM

A commerce media platform is a type of digital advertising that allows businesses to advertise and sell products and services through a single online platform. This type of platform typically includes a variety of tools and features that businesses can use to create and manage their online advertising campaigns, as well as track and analyze their results. DSPs help to match buyers with the right inventory and also help to optimize ad spending on behalf of the buyer. In many cases, DSPs will be integrated with a commerce media platform, which provides the data and tools necessary to help the DSP make decisions about ad spending.

COMPETITION WIN %

The term “Competition Win %” in digital advertising refers to the percentage of times that a given ad campaign outperforms the competition. In other words, it’s a measure of how often your ads are more successful than those of your competitors. A high competition win percentage is a sign that your campaign is effective and is likely to continue to be so.

Competition Win % is the percentage of auctions in which a given advertiser won the bid.

Competitor Geofencing Advertising

Competitor geofencing advertising is a type of online advertising that allows businesses to target their advertising to users who are located near their competitor’s store or other physical location. This type of advertising can be used to target potential customers who are likely to visit the competitor’s store, or to target customers who have already visited the competitor’s store.

COMPOSER

Composer is a tool in digital advertising that allows advertisers to create and manage their ad campaigns. Advertisers can use Composer to create ad campaigns that target specific audiences, and to track the performance of their ad campaigns. It includes features such as creating and managing ad groups, targeting options, bid management, and reporting.

CONNECTED TV (CTV)

Connected TV is a term used to describe a television set that is connected to the Internet and can access online content. This includes content from streaming services and OTT like Netflix and Hulu, as well as social media platforms like Facebook and Twitter. In addition, many connected TV sets also have access to apps that provide additional content and features.

Advertisers can use CTV to reach consumers who are increasingly shifting their viewing habits from traditional TV to digital streaming platforms. CTV offers a number of advantages for advertisers, including the ability to target specific audiences, deliver interactive and engaging ads, and measure campaign performance. CTV is an important platform for digital advertising, as it allows marketers to reach consumers who are increasingly spending more time streaming content online. Additionally, CTV provides a more immersive and interactive experience than traditional television, which can make ads more effective.

There are a few different ways that ads can be delivered on CTV, including through pre-rolls (ads that play before the selected content), mid-rolls (ads that play during the content), and post-rolls (ads that play after the content). CTV also offers opportunities for interactive and targeted ads, which can be extremely effective in reaching consumers.

A consent management platform is a software application that helps organizations manage digital consent forms and track compliance with data privacy regulations. The platform streamlines the process of creating, managing, and storing digital consent forms, and provides a centralized repository for tracking consent across all departments and business units. The platform also includes tools for auditing and reporting on consent compliance.

CMPs can also help organizations track compliance with data protection laws and regulations, such as the EU General Data Protection Regulation (GDPR).

CONSIDERATION

When planning a digital advertising campaign, consider the following:Your target audience: Who are you trying to reach with your ad?

  • Your objectives: What do you want your ad to achieve?
  • Your message: What do you want to say with your ad?
  • Your budget: How much are you willing to spend on your ad?
  • Your timeline: When do you want your ad to run?
  • Your creative: What will your ad look like?
  • Your placement: Where will your ad be seen?
  • Your tracking: How will you measure the success of your ad?

CONSUMER

A consumer in digital advertising is an individual who is exposed to online advertising through digital channels, such as websites, social media, email, or mobile apps, and takes some action in response to the ad. This action could be anything from clicking on the ad, to visiting the advertiser’s website, to making a purchase, sharing the ad, etc.

Content marketing

Content marketing is the process of creating and distributing valuable, relevant, and engaging content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

It’s an ongoing process that includes creating, curating, and publishing content (such as blog posts, eBooks, infographics, webinars, and more), then promoting that content through social media, email marketing, and other channels.

Content marketing is not about selling; it’s about building relationships. It’s a long-term strategy that requires dedication and consistency. But when done right, it can be an extremely effective way to drive leads, sales, and brand awareness.

CONTEXTS

A context in digital advertising is the circumstances or environment in which an ad is shown. Contextual factors can include the time of day, the location of the user, the type of device being used, and the user’s current activity. This can include the surrounding text, images, and other ads on a page. The context of an ad can influence how a user perceives the ad, and can also influence the effectiveness of the ad.

CONTEXTUAL TARGETING

Contextual targeting means targeting ads to a user based on the context of the page they are viewing. This can be done through keyword targeting, topic targeting, or even by the specific content on the page. Contextual targeting is a powerful way to ensure that your ad is relevant to the user, and can help to increase conversions and click-through rates. Contextual targeting can be a very effective way to reach potential customers who are already interested in what you have to offer.

CONVERSION RATE (CR)

Conversion rate is a term used in digital advertising to describe the percentage of people who take a desired action, such as clicking on a ad or making a purchase or subscribing to a newsletter, in relation to the total number of people who see the ad.

A cookie is a small piece of data that is stored on a user’s computer by a website. Cookies are used to track a user’s online activity and can be used to store information such as login details, preferences, and interests. Google ads and analytics use cookies.

COST OF SALES (COS)

There are a number of different ways to calculate the cost of sales, but the most common method is to take the total cost of advertising and divide it by the total number of conversions. This will give you the percentage of the cost that is attributable to sales.
COS = Total ad spend / Revenue

COST PER ACQUISITION (CPA)

Cost per acquisition (CPA) is an online advertising pricing model, where advertisers pay a certain amount for each acquired customer.

Cost per acquisition (CPA) is the amount of money that a company spends on acquiring new customers. This can be done through marketing or advertising campaigns, but it can also include the costs of acquiring new customers through other means such as word-of-mouth referrals. The important thing to remember with CPA is that it is a measure of how much it costs to acquire new customers, not how much it costs to keep them.

COST PER CLICK (CPC)

Cost per click, or CPC, is the amount that an advertiser pays for each click on their ad. The CPC is determined by the advertiser and can vary based on a number of factors, including the type of product or service being advertised, the target audience, and the competition.

Cost per engagement (CPE)

In online marketing, cost per engagement (CPE) is a pricing model that refers to the cost of an advertisement or marketing campaign divided by the number of engagements it generates.

Engagements are defined as clicks, likes, shares, comments, or any other user interaction with an ad. CPE is often used as a metric to measure the effectiveness of an online campaign.

The cost per engagement model can be a useful tool for advertisers to measure the return on investment of their marketing campaigns. However, it is important to keep in mind that CPE is only one metric and should not be used as the sole indicator of success.

COST PER INSTALL (CPI)

Cost per install (CPI) is a pricing model in the mobile app marketing industry that refers to the cost an advertiser pays for each app installation that they drive.

The cost per install is the amount of money that a company spends on marketing in order to generate one install of their app. This figure can be used to compare the efficiency of different marketing strategies in terms of how many installs they generate per dollar spent.

COST PER LEAD (CPL)

Cost per lead (CPL) is the amount of money that a company spends on marketing in order to generate one new lead. The cost per lead can vary depending on the industry, the target audience, and the marketing channels used. For example, lead generation for B2B companies tend to be more expensive than lead generation for B2C companies.

This figure is important for businesses to track, as it allows them to measure the effectiveness of their marketing efforts in terms of the return on investment.

COST PER MILLE (CPM)

Cost per mille (CPM), or cost per thousand, is a marketing term used to describe the cost of reaching 1,000 consumers with a particular message, in other words it is the money spent for 1000 impressions. This metric is often used to compare the cost of different marketing channels, as well as to assess the efficiency of a marketing campaign. CPM= (Revenue/Impressions) x 1000.

Calculating the revenue from inventory, another factor is important; the fill rate. CineWeb ads not only provide the highest CPMs but also provide high fill rates in all geos.

COST PER ORDER (CPO)

Cost per order is a metric used to measure the average cost of each order placed by a customer. This metric is used to track and optimize the efficiency of a company’s marketing and sales efforts. It is calculated by dividing the total cost of marketing and advertising by the number of sales generated. For example, if a company spends $1000 on marketing and advertising, and generates 100 new sales, its CPO would be $10.

COST PER VIEW (CPV)

Cost per view (CPV) is a pricing model in online advertising, where advertisers pay for each ad view. This means that advertisers only pay when their video ad is actually viewed by a user mostly at least for a certain amount of time, as opposed to other pricing models where advertisers may pay even if their ad is not seen (e.g. cost per click (CPC) or cost per impression (CPM)).

CPV is often used in video advertising, as it is a good way to measure the effectiveness of video ads. For example, if an advertiser is paying $0.01 per view and their video ad is viewed 1000 times, then the total cost of the ad would be $10.

Coverage

In the context of digital advertising, coverage refers to the total number of potential customers or website visitors that an ad campaign can reach. This is typically expressed as a percentage of the total population or as a total number of users. Because website publishers typically have a large and diverse audience, they are able to offer advertisers a wide reach and high coverage.

CREATIVE STUDIO

Creative studio can have 2 meanings.

A creative studio software is a digital advertising tool that helps businesses create and manage their online advertising campaigns. It provides a central location for all your creative assets, making it easy to create and track campaigns.

A creative studio also means a team of creatives who specialize in developing digital advertising campaigns. The studio typically consists of art directors, copywriters, designers, and developers who work together to create cohesive, impactful campaigns that achieve objectives set by the client.

CUSTOM AUDIENCE

A custom audience is a group of people who have been identified as being more likely to respond positively to a particular message or offer. They may be targeted based on factors such as demographics, interests, or previous interactions with the advertiser.

Custom audiences can be created using data from a variety of sources, including first-party data (collected by the advertiser), third-party data (purchased from a data provider), or publicly available data (such as social media profiles).

Advertisers can use custom audiences to improve the effectiveness of their campaigns by targeting their messages to the people who are most likely to be interested in what they have to offer.

CUSTOMER ACQUISITION

Customer acquisition in digital advertising refers to the process of attracting and converting new customers or leads through online channels. This can be done through a variety of means, such as paid search advertising, display advertising, social media marketing, email marketing, and more. The key is to find the right mix of channels and strategies that work for your business and target audience.

It can be a challenge to stand out in the digital noise and reach your target audience, but with the right strategy and execution, it’s possible to effectively grow your customer base online.

CUSTOMER CATALOG FILES

A customer catalog feed is a file that contains all of the products and information that a company offers. This file is then used to create ads that will be displayed on websites and other online platforms. The customer catalog feed helps to ensure that the ads are accurate and up-to-date, and it also helps to target the right audience for the products.

  • Product ID: Unique identifier assigned to the product by the merchant
  • Name: The name of the product
  • Description: A brief description of the product
  • Category: The category the product belongs to
  • Image URL: The URL of the product image
  • Product URL: The URL of the product on the merchant’s website

CUSTOMER DATA PLATFORM (CDP)

A customer data platform (CDP) is a centralized database that brings together customer data from multiple sources and provides a single, 360-degree view of the customer. This complete view of the customer enables businesses to provide personalized experiences across all channels and touchpoints. CDPs collect data from a variety of sources, including marketing automation platforms, CRM systems, social media, web analytics, and more. This data is then cleansed, normalized, and enriched to provide a complete picture of the customer. Once the data is collected and processed, it can be used to power a variety of applications, including segmentation, customer journey mapping, and omnichannel marketing. CDPs are quickly becoming a must-have for modern businesses that want to provide personalized experiences to their customers. By bringing together data from across the customer journey, CDPs provide the complete picture of the customer that businesses need to deliver relevant, targeted experiences. 

The main difference between a Customer Data Platform (CDP) and Data Management Platform (DMP) is that a CDP is designed to unify customer data from multiple sources into a single, 360-degree view of the customer, while a DMP is designed to aggregate and segment data from multiple sources for targeted marketing purposes. While both CDPs and DMPs can be used for marketing purposes, CDPs are more focused on creating a complete picture of the customer as it includes personal identifiable information such as email addresses, while DMPs are more focused on creating targeted marketing campaigns.

CUSTOMER LIFETIME VALUE (CLV)

Customer lifetime value (CLV) is a metric that businesses use to quantify the value of a customer over the course of their relationship with the business. CLV is a key metric for businesses to focus on because it helps them understand how much revenue they can generate from a customer over the course of their lifetime. CLV is a key metric for businesses, as it allows them to see how much a customer is worth to them over the course of their relationship.

There are a few different ways to calculate CLV, but the most common is to take the average purchase value and multiply it by the number of purchases a customer makes over their lifetime. This number can then be used to help make marketing and sales decisions, as it can help businesses to see which customers are worth investing in.

CLV is a important metric for businesses to focus on because it can help them make decisions about where to allocate their resources. For example, if a business knows that its CLV is high, it may choose to invest more in marketing and sales efforts to attract new customers. Additionally, a business with a high CLV may choose to focus on retaining its existing customers, as they are more likely to generate more revenue over time.

CUSTOMER TARGETING

There are a few different ways to target customers. The most common is through demographics, which is using information like age, gender, location, and interests to target ads. Another way to target customers is through psychographics, which is using information like personality, values, and lifestyle to target ads.

D

DATA MANAGEMENT PLATFORM (DMP)

Data Management Platform, or DMP, is a software platform used by marketers to collect, organize, and centralize customer data from various sources. Marketers use DMPs to create customer profiles, segment audiences, and activate campaigns across channels. DMPs provide a single, centralized view of the customer, which helps marketers better understand customer behavior and preferences.

A DMP can collect data from multiple sources, including first-party data (data collected directly from customers), second-party data (data collected from partners), and third-party data (data collected from public sources). Once collected, the data can be segmented, analyzed, and activated to create targeted customer experiences.

DATA WAREHOUSE

A data warehouse is a database that is used to store data from multiple sources for reporting and analysis. Data warehouses are often used to store data from operational systems, such as customer orders and product inventory, as well as data from external sources, such as demographic data.

A data warehouse is a digital ads repository that holds all of an advertiser’s data in one place. This data can be used to create reports and analytics to help the advertiser better understand their target audience and improve their ad campaigns.

DEAL ID

The deal ID is a unique identifier assigned to each ad by the ad network. It is used to track the performance of the ad and to help the ad network or SSP or an ad server optimize the ad delivery by enabling the media buyers to identify publishers in auction and buy their inventories.

DEDUPLICATED REACH

Duplicated reach occurs when an advertiser or agency buys ad space on multiple platforms that reach the same people. This can happen when an advertiser buys ad space on both television and radio, or when an agency buys ad space on multiple websites. Duplicated reach can also occur when an advertiser buys ad space on both television and radio, and then buys ad space on multiple websites.

Deduplicated reach, on the other hand, only measures unique viewers.

DEMAND-SIDE PLATFORM (DSP)

A demand side platform, or DSP, is a type of software that helps advertisers buy advertising space on websites and track the performance of their ad campaigns. A DSP allows advertisers to bid on ad space in real time, using data to target their ads to specific audiences. DSPs also provide reporting and analytics to help advertisers track the performance of their campaigns.

DSPs are used by ad agencies and brands to help them buy ad inventory programmatically, rather than through the traditional, manual process of working with ad sales teams.

DEVICES

A device is any type of computing tool that can be used to access the internet, such as a desktop computer, laptop, tablet, or smartphone.

DIGITAL SHELF

A digital shelf is a virtual space where products can be displayed and purchased.

Digital Ads

Digital ads are online advertisements that are typically delivered through platforms such as Google Ads, Facebook Ads, and LinkedIn Ads. These platforms allow businesses to target specific audiences with laser precision, and track the performance of their ads in real-time. Digital ads are an incredibly effective way to reach your target market, and can be customized to achieve any marketing goal, from brand awareness to lead generation.

DIRECTLY IDENTIFIABLE INFORMATION

PII, or Personally Identifiable Information, is any data that could potentially identify a specific individual. This includes things like name, Social Security number, driver’s license number, financial information, etc. PII can be used to commit identity theft or fraud, so it’s important to keep this information secure.

DISPLAY ADVERTISING

Display advertising is a type of online advertising that involves placing ads on websites. These ads can take the form of banner ads, text ads, video ads, or rich media ads. Display advertising is a powerful way to reach potential customers, and it can be used to achieve a variety of marketing objectives, such as generating awareness, driving traffic, and fostering conversions.

Display advertising is a highly effective way to reach a wide audience with the marketing message, and can be used to promote products, services, or brand awareness.

DYNAMIC ADS

Dynamic ads are a type of online advertising that allows businesses to show ads to people who have visited their website or used their app. These ads are personalized to each individual based on their previous interactions with the business. For example, if someone has visited a business’s website but not made a purchase, the business could show that person a dynamic ad for a product that they viewed on the site.

Dynamic ads are a type of online advertising that allows businesses to show ads that are relevant to each individual user. This means that businesses can target their ads to users based on their interests, demographics, and even past behavior. They are a more targeted form of advertising than traditional ads and can be more effective in driving clicks and conversions.

DYNAMIC BUDGET REALLOCATION

Dynamic budget reallocation is a digital advertising technique that allows advertisers to automatically and continually adjust their ad spend in response to real-time changes in the marketplace.

Dynamic budget reallocation allows advertisers to automatically and continuously adjust their budget allocations among different ad campaigns or placements in real-time, based on changes in performance. This approach can help advertisers optimize their spending across multiple campaigns to achieve better overall results.

DYNAMIC CREATIVE

Dynamic creative is a type of online advertising that allows for the real-time customization of ad content based on user data. This means that the ad content can be personalized for each individual user, making it more relevant and likely to lead to conversions.

Dynamic creative has been shown to be more effective than traditional advertising, as it is more targeted and relevant to the user. It is also more efficient, as it allows for the ad content to be quickly and easily customized for each user.

DYNAMIC CREATIVE OPTIMIZATION (DCO)

Dynamic Creative Optimization (DCO) is an online advertising technique that enables marketers to automatically and instantaneously test and deliver the best performing ad creative to individual consumers in real-time. DCO technology optimizes ad creative based on real-time engagement data, such as click-through rates (CTRs), conversion rates, and other engagement metrics. This allows advertisers to serve the most relevant and effective ad creative to each individual consumer, in real-time, across all digital channels.

DCO can help advertisers improve their click-through rate (CTR), conversion rate, and other key metrics by showing the most relevant ad creative to each user.

E

Ecommerce digital advertising?

Digital advertising for ecommerce is the process of using online marketing techniques to promote and sell products and services through the internet. This can include anything from search engine optimization (SEO) and pay-per-click (PPC) advertising to social media marketing and email marketing. The goal of digital advertising is to reach potential customers where they are spending the majority of their time online, and to encourage them to take action, such as making a purchase.

EFFECTIVE COST PER MILLE (ECPM)

eCPM stands for effective cost per mille, which is a pricing model that is used to calculate the cost of an ad campaign. This model takes into account the number of impressions, or views, that an ad receives, as well as CPC, CPA, CPL, CPCV, etc, which is the number of times that an ad is clicked on. The eCPM is calculated by dividing the total cost of the ad campaign by the number of impressions. As CineWeb Media, our digital ad units offer the highest eCPMs in all countries.

Email advertising

Email advertising is a form of online marketing that uses email to promote products or services. Email marketing can be used to build relationships with customers or clients, to promote new products or services, or to target specific groups with special offers.

ENRICHED CATALOG

An enriched catalog is simply a catalog that contains more information than a standard catalog. This extra information can include things like descriptions, rich media, videos, and even user reviews. Enriched catalogs can be a great way to get more information about a product before making a purchase, and can also be a great way to find new products that you may be interested in.

EXPERIENCE MANAGEMENT

Experience management in advertising is the process of constantly monitoring and improving the online user experience for potential customers. This involves understanding how users interact with websites and digital ads, and using that information to make changes that improve the overall experience. This can involve anything from making small changes to the layout of a website to completely overhauling an advertising campaign. In today’s competitive online landscape, experience management is essential for businesses that want to stay ahead of the curve.

Experience management involves using data and technology to understand customer behavior and preferences, and then using that information to deliver more targeted and relevant ads. It is used for understanding customer needs and preferences, and then using that information to deliver relevant, targeted content and offers. By doing so, experience management can help brands build deeper relationships with customers and drive more conversions.

F

FILL RATE

Fill rate in advertising is the percentage of ad impressions (that are actually filled with an ad) divided by the pageview inventory. An ad impression is counted when an ad is served to a user, whether the user clicks on the ad or not. A high fill rate is indicative of a successful campaign, while a low fill rate may indicate that an advertiser is not reaching its target audience.

Fill rate = (Impression / inventory) x 100%

A higher fill rate for the publisher means higher revenue. CPM is not important by itself, it should be multiplied by the fill rate to find out the actual revenue that is the most important goal for a publisher. Revenue is directly proportional to CPM as well as to fill rate.

Revenue = (Inventory x CPM x Fill Rate) / 1000

First-party cookies are created by the websites users are visiting. The websites store these cookies on users’ computers so they can remember their preferences and provide them with customized experiences.

For example, they are used to remember your preferences, such as language and region.

FIRST-PARTY DATA (1P DATA)

First-party data is data that is created or collected by a company about its own customers and website visitors. This data includes information about customers’ online behavior, demographics, and interactions with the company’s website, products, and services. First-party data is an important asset for companies because it helps them better understand their customers and tailor their products and services to meet their needs.

First-party data is considered to be the most valuable and reliable type of data because it is directly sourced from the company’s own customers.

FLEDGE

Fledge stands for First Locally Executed Decisions over Groups Experiment. Google experimented with a new way to handle groups of ads that were targeting the same keywords. Instead of the traditional auction that happens when multiple advertisers are targeting the same keywords, Google decided to have a locally-executed decision over groups experiment. This meant that each group of ads would be evaluated separately and the decision on which ads to show would be made on a local level. This experiment was designed to see if this new way of handling groups would result in better ad quality and more relevant ads for users.

FLOC

Google’s Federated Learning of Cohorts (FLoC) is a new way to deliver targeted ads that is designed to be more privacy-preserving than traditional methods. FLoC works by grouping together users with similar interests, and then using those groups (called “cohorts”) to deliver targeted ads. This means that ads will be more relevant to users, while also reducing the amount of data that needs to be shared with advertisers.

FLoC is designed to be more privacy-friendly than traditional advertising methods because it does not require personal information from users. FLoC is also intended to be more effective than traditional advertising, as it can target ads to a wider range of users with similar interests.

FREQUENCY CAP

A frequency cap is a limit that is placed on the number of times that an advertisement can be shown to a particular consumer in a given time. This limit is typically set by the advertiser in order to control the frequency with which their ads are seen by potential customers.

Frequency capping can be used to prevent “ad fatigue,” which is when a user becomes so accustomed to seeing an ad that they no longer pay attention to it.

FULL-FUNNEL MARKETING

Full-funnel marketing is a comprehensive approach to marketing that covers all stages of the customer journey, from awareness to purchase and beyond. By taking a full-funnel approach, marketers can more effectively nurture leads and drive conversions at every stage of the funnel.

Full-funnel marketing requires a different approach at each stage of the funnel. For example, at the top of the funnel, brands may focus on creating awareness through content marketing and social media. As customers move further down the funnel, brands may need to shift their focus to more conversion-oriented tactics, such as lead generation and email marketing. Ultimately, the goal is to funnel customers through the entire journey, from TOFU to BOFU, and ultimately to purchase.

Full-funnel marketing typically includes a mix of top-of-the-funnel (TOFU) activities, such as content marketing and lead generation, and bottom-of-the-funnel (BOFU) activities, such as sales and customer service. By creating a seamless experience for customers across all touchpoints, full-funnel marketers can not only drive awareness and leads, but also close more sales and keep customers coming back for more.

While full-funnel marketing can be applied to any type of business, it is particularly well-suited for companies that sell complex products or services that require a longer sales cycle. By taking a holistic approach to marketing, these companies can more effectively guide customers through the entire purchase journey, from initial awareness all the way to post-purchase loyalty.

G

GENERAL DATA PROTECTION REGULATION (GDPR)

The General Data Protection Regulation (GDPR) is a regulation in the European Union in the area of data protection. It replaces the Data Protection Directive 95/46/EC, which was introduced in 1995. The GDPR was adopted on April 14, 2018, and came into force on May 25, 2018. The GDPR regulates the handling of personal data by controllers and processors within the European Union.

Under the GDPR, all data controllers must appoint a Data Protection Officer (DPO), and must implement risk management processes and establish an incident response plan. These are intended to help organizations deal with data breaches, protect the personal data of EU citizens, and adhere to principles of data minimization and data accuracy. GDPR also requires the reporting of data incidents within 72 hours, regardless of the cause.

Organizations that process the personal data of EU citizens must comply with the GDPR unless they can demonstrate that they meet certain conditions. These conditions include having a data protection impact assessment (DPIA) in place, implementing data security measures, and ensuring that individuals have the right to information about their personal data, the right to access their personal data, the right to have their personal data erased, and the right to object to the processing of their personal data.

Under the GDPR, personal data must be:

  • Legitimate and necessary for the purposes for which it is being processed.
  • Accurately and carefully collected.
  • Processed in a transparent, consistent, and fair manner.
  • Erased or destroyed where no longer needed and subject to regular monitoring.

Organizations that process the personal data of EU citizens must provide individuals with a data protection notice (DPN) specifying the specific rights that the individual has under GDPR. The DPN must be clear and concise, and must be provided in a manner that is easily accessible to the individual.

Organizations that process the personal data of EU citizens must also ensure that individuals have the right to lodge a complaint with the supervisory authority if they believe their rights have been violated.

GEOFENCING

Geofencing is a location-based service that uses GPS to fence in a geographic area. In other words, Geofencing is a location-based service that allows you to set up a virtual perimeter around a real-world location. Geofencing can be used for a variety of purposes, such as tracking a user’s location, providing targeted content, or managing security.

GEOTARGETING

Geotargeting is the process of targeting a specific geographic area with marketing or advertising. This can be done for a variety of reasons, such as targeting a local market with special offers or targeting a market that is known to be interested in a particular product or service. Geotargeting can be done with a variety of content types, including text, images, and videos.

Google Ad Manager (GAM) combines old versions DoubleClick for Publishers and DoubleClick Ad Exchange. GAM is a free, self-service ad management platform for publishers. It offers a suite of tools and services that help publishers monetize their website traffic through advertising. Google Ad Manager also provides revenue reporting and analytics, and offers integration with Google AdSense, Google AdMob, and other Google products.

Google Ad Manager (GAM) was originally launched as DoubleClick for Publishers (DFP) in 2005. DFP was a product of the DoubleClick acquisition by Google in 2007. “In 2010 DART was rebranded as DoubleClick for Publishers. A small business tier was introduced at the same time and the products became popularly known as DFP and DFP Small Business.” GAM was rebranded in 2018 to better reflect its capabilities and position within Google’s advertising products.

Google Ad Manager is a free ad management platform that is available to all Google advertisers. Google Ad Manager 360 is a premium ad management platform that is only available to Google advertisers who spend a certain amount on Google advertising each month.

Google Ad Manager 360 is a tool that allows businesses to manage their advertising campaigns across multiple Google products. Ad Manager 360 provides businesses with an interface to create, manage, and track advertising campaigns, as well as access to detailed reports and analytics. Ad Manager 360 also offers integration with Google Analytics, allowing businesses to track the performance of their campaigns across multiple channels.

Google Ad Manager and Google Ad Manager 360. Both platforms offer a suite of tools to help publishers manage their advertising inventory, but there are some key differences between the two. Google Ad Manager is the more traditional ad management platform. It offers a basic set of tools for managing ad inventory, including ad serving, trafficking, and reporting. Google Ad Manager 360 is the newer, more premium platform. It includes all of the features of Google Ad Manager, plus additional tools for advanced ad management.

Google AdMob

Google AdMob is a mobile advertising platform that helps app publishers monetize their applications by displaying ads. AdMob uses the Google Mobile Ads SDK to serve and display ads, which allows app developers to use AdMob’s vast ad network to promote their apps. AdMob offers a variety of ad formats, including banner ads, interstitial ads, and native ads, to help you monetize your app.

AdMob is one of the largest mobile advertising platforms in the world, and is used by millions of app developers. AdMob has a wide range of features that allow developers to customize their ads, and to target specific audiences. AdMob also offers a variety of tools to help developers track their ad performance, and to optimize their campaigns. Yet, For publishers, Google Ad Manager offer higher revenue than AdMob.

Google Ads is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users. Google Ads allows businesses to target potential customers based on their location, demographics, and interests.

Google Adsense

Google AdSense is a program that allows publishers to place ads on their websites and earn money from clicks on those ads. The program is run by Google, and publishers can sign up for free to participate. Once accepted into the program, publishers can choose from a variety of ad formats and customize where the ads will appear on their site. When a user clicks on one of the ads, the publisher will earn money from Google.

Google AdSense is for low volume traffic whereas Google Ad Manager is for high-volume traffic websites. Here is a comparison of them: Compare Ad Manager, AdSense, and AdMob.

Google AdSense Deductions

There are a few common reasons why your AdSense account might experience traffic deductions. The reason of AdSense deductions can include things like invalid clicks, click fraud, and impressions that are not viewable by users. While traffic deductions can be frustrating, it’s important to remember that they are meant to protect the quality of the AdSense program and ensure that publisher earnings are fair.

H

HASHED EMAIL

Hashed email is a technique used to protect the privacy of email addresses. Email addresses are typically stored in a database in their plain text form. This means that anyone with access to the database can view the email addresses. When email addresses are hashed, they are converted into a long string of characters that is unreadable. This means that even if someone gains access to the database, they will not be able to view the email addresses. Hashing is a one-way process, so it is not possible to convert the hashed email address back into its original form. This means that once an email address is hashed, it cannot be used to send email. Hashing is a security measure that is often used in conjunction with other security measures, such as encryption.

HEAD TO HEAD TEST (H2H)

A head-to-head test is a competition between two or more products, services, or ideas. The purpose of a head-to-head test for an advertiser is to determine which of the competing products, services, or ideas is superior. This type of test is often used in the marketing and advertising industries to compare two or more products or services in order to determine which is the better option.

HEADER BIDDING

Header bidding is an online advertising technique in which publishers offer ad inventory to multiple ad exchanges simultaneously, in real-time, before making calls to their ad servers. This allows publishers to increase their ad revenues by ensuring that they are getting the highest possible price for their ad inventory.

HEADER BIDDING WRAPPER

A header bidding wrapper is a piece of code that allows publishers to manage all of their header bidding partners in one place. This can be extremely beneficial as it allows publishers to easily add or remove header bidding partners, without having to make changes to their ad server code. In addition, header bidding wrappers typically offer advanced features such as optimized bidding and analytics.

A header bidding wrapper is a tool that allows publishers to manage multiple ad exchanges and demand-side platforms (DSPs) in a single interface. CineWeb header bidding wrapper “wraps” around the existing ad server, giving publishers more control over the ad inventory and allowing them to increase their ad revenues.

HTML

HTML stands for Hyper Text Markup Language, and is the standard markup language for creating web pages and web applications. HTML is written in the form of HTML elements consisting of tags enclosed in angle brackets (like <html>). Each HTML element has a start tag and an end tag, with the content in between. The HTML document itself begins with a document type declaration: <!DOCTYPE html>.HTML is used to structure the content of a web page, and can include text, images, and other media. The different HTML elements can be used to indicate the different parts of a web page, such as the headings, paragraphs, and lists. HTML also provides a way to add structure to a web page by using HTML5, which is the latest version of HTML.

HTML5

HTML5 is the fifth and current major version of the HTML standard, and subsumes XHTML. HTML5 is a markup language used for structuring and presenting content on the World Wide Web. It is the fifth and current major version of the HTML standard, and subsumes XHTML.

HTML5 is a cooperation between the World Wide Web Consortium (W3C) and the Web Hypertext Application Technology Working Group (WHATWG).

I

IDENTITY DATA & RESOLUTION

IDENTITY DATA & RESOLUTION is the process of matching a user’s online activity to their real-world identity. This allows advertisers to better target their ads and measure the effectiveness of their campaigns.

To do this, advertisers collect data about users from a variety of sources, including cookies, web beacons, and third-party data providers. They then use this data to build profiles of users and match them to real-world identities.

IDENTITY DATA & RESOLUTION is a critical part of digital advertising, and it is important for advertisers to understand how it works in order to effectively target their ads and measure their campaigns.

This data can come from a variety of sources, including cookies, IP addresses, and mobile devices. Once this data is collected, it can be used to target ads, track conversions, and measure success.

IDENTITY GRAPH

An identity graph is a database of online identities that can be used for targeted advertising. It is used to identify potential customers and to target them with personalized ads.

An identity graph is a data structure that ties together online and offline data points about an individual. This data can include everything from social media profiles and purchase histories to web browsing data and demographics. The goal of an identity graph is to give marketers a more complete picture of who their customers are and what they’re interested in. This, in turn, allows for more targeted and effective advertising.

IMPRESSION (OR DISPLAY)

An impression in digital advertising is an instance where an ad is served to a user. This can happen when a user visits a website and an ad is served on the page, social media platform, or mobile app or when a user opens an email that contains an ad.

An impression is defined as a viewable ad that appears on a digital screen. In other words, it is an ad that has the potential to be seen by a consumer.

IN-MARKET AUDIENCE

An in-market audience is a group of consumers who have expressed interest in a product or service through their online behaviors. Marketers can target these audiences with ads that are relevant to their interests, which can lead to higher conversion rates.

IN-MOMENT CONTEXT

In-moment context is the context in which a person is experiencing a particular moment. It includes the person’s current location, what they’re doing, who they’re with, and what they’re thinking and feeling. This information is used to create ads that are more relevant and interesting to the person in that moment.

INCREMENTALITY

Incrementality is a key concept in digital advertising, which refers to the additional value that an ad delivers beyond any direct or immediate response. In other words, it is the lift in sales or other desired outcomes that can be attributed to an ad campaign beyond what would have occurred without the ad. While incrementality is notoriously difficult to measure, it is a critical metric for advertisers to understand in order to assess the true value of their digital campaigns.

To calculate incrementality, a company compares its sales or other desired outcomes before and after launching a digital marketing campaign. If the company sees an increase in sales after launching the campaign, then the campaign is considered incremental.

While online advertising has been traditionally seen as a brand awareness tool, the concept of incrementality is changing that perception, and businesses are now seeing the value in investing in online advertising to drive offline sales*.

* See Pauwels, Koen & Demirci, Ceren & Yildirim, Gokhan & Srinivasan, Shuba. (2016). The impact of Brand Familiarity on Online And Offline Media Synergy. International Journal of Research in Marketing. 33. 10.1016/j.ijresmar.2015.12.008.

INSERTION ORDER (IO)

The insertion order is the document that outlines the specifics of an advertising campaign that is to be placed on a digital platform. This includes the ad creative, budget, targeting, and other campaign details.

INSTREAM VIDEO ADS

Instream video ads are advertisements that are played before (preroll), during (midroll), or after (postroll) a video on a website, app, or social media platform. These ads can be skippable or non-skippable, and they can range in length from a few seconds to several minutes. Instream video ads are a great way to reach a wide audience with your marketing message, and they can be highly effective in driving conversions and brand awareness. Here is a detailed article about instream and outstream ads.

Interscroll Ads

Interscroller ads are a type of advertising that appears between the content on a webpage. These ads are typically taller than standard banner ads, and they scroll with the page content. Interscroller ads are a relatively new form of advertising, and they are becoming increasingly popular with advertisers. Interscroller ads looks like the ad inside a frame is moving instead of the banner itself, When the visitors scroll down or up from them.

INTERACTIONS

Interactions in digital advertising refers to the way in which users interact with online ads. This can include anything from clicking on an ad, to scrolling past it, to engaging with the ad content. The goal of digital advertisers is to ensure that their ads are interactive and engaging, in order to encourage users to take the desired action, whether that be clicking through to the advertiser’s website or making a purchase.

INTERACTIVE ADVERTISING BUREAU (IAB)

The Interactive Advertising Bureau (IAB) is a trade association for online advertising. Its members include online publishers and advertisers. The IAB’s mission is to help brands and businesses grow their online businesses. The IAB provides research, standards, guidelines, and best practices for online advertising. IAB also works with government and industry partners to help shape the future of the online advertising industry.

INTEREST MAP

An interest map is a digital marketing tool that allows advertisers to target consumers based on their interests. Advertisers can use interest maps to target consumers who have expressed interest in specific topics, products, or services. Interest maps can be used to target consumers across all digital channels, including search, social, and display.

Interstitial Ads

Interstitial ads are advertisements that are displayed between two pieces of content. They are typically used to transition between content or to promote a product or service.

Invalid traffic

Invalid traffic is traffic that is not generated by humans, but by automated programs or scripts. This type of traffic is often generated by bots, which are used to artificially inflate website traffic statistics. Invalid traffic is a major problem for website publishers, as it can skew traffic data and make it difficult to accurately measure the performance of a website.

INVENTORY MANAGEMENT

Inventory management in digital advertising refers to the process of tracking, managing and optimizing the inventory of digital advertising space across all platforms. This includes both online and offline media, as well as paid, organic and earned media. The goal of inventory management is to ensure that the right ad is served to the right person at the right time, in the right place and at the right price.

Inventory management includes planning and forecasting inventory needs, as well as managing inventory availability and utilization.

K

KEY PERFORMANCE INDICATOR (KPI)

A key performance indicator (KPI) is a metric used to measure the success of digital advertising campaigns. Commonly used KPIs include click-through rate (CTR), cost per click (CPC), and conversion rate. The most common key performance indicators (KPIs) that could be used to measure the success of a digital advertising campaign include:

  • Number of impressions
  • Number of clicks
  • Click-through rate (CTR)
  • Cost per click (CPC)
  • Conversion rate
  • Revenue generated

KEYWORD

Keyword as a digital advertising term usually refers to a word or phrase that a advertiser bids on in order to trigger their ad to appear on a publisher’s website or app. In order for an ad to be shown, the advertiser must first identify relevant keywords that they think their target audience is searching for. They can then bid on these keywords in order to have their ad appear when someone searches for that particular term.

The benefit of keyword-based advertising is that it allows advertisers to reach their target audience with a high degree of precision. By targeting specific keywords, advertisers can ensure that their ads are only shown to people who are already interested in what they have to offer. This can help to increase the chances of conversion and lower the cost of acquisition for new customers.

Advertisers can use keywords to target their audience through various online advertising platforms, such as Google AdWords, Bing Ads, and Yahoo! Search Marketing.

L

LAST-TOUCH ATTRIBUTION

Last-touch attribution is a digital advertising attribution model that gives credit to the last touchpoint in the conversion journey. This means that the final touchpoint before the conversion is given all the credit for the conversion.

LIQUID DESIGN

Liquid ad layouts are a type of responsive ad layout that automatically adjust to the size of the user’s screen. This ensures that your ad looks great on any device, whether it’s a desktop computer, a tablet, or a smartphone.

LOOK-ALIKE

Look-alike targeting is a method of online advertising that uses data from an advertiser’s current customer base to find new potential customers who resemble the existing ones.

Look-alike in digital advertising is a tool that allows advertisers to target ads to users who resemble their current or past customers. This is done by using data from the advertiser’s customer database, as well as data from third-party data providers, to create a model of the advertiser’s ideal customer. This model is then used to find other users who have similar characteristics, and the ads are served to them.

LOOK-ALIKE FINDER

Look-alike finder is a digital advertising tool that helps you find potential customers who look like your best customers. It uses data from your customer database to find people who have similar characteristics to your best customers. This helps you target your advertising to reach people who are more likely to be interested in your products or services.

M

MARKETER

Marketers in digital advertising are responsible for creating and executing marketing campaigns that promote a company’s products or services. They work with a variety of online and offline channels, including paid search, display advertising, email marketing, and social media. Marketers must be able to identify their target audience, craft engaging messages, and track the performance of their campaigns.

Measure

Measure is the process of determining the effectiveness of an advertising campaign. This can be done in a number of ways, but most commonly, advertisers will track how many people saw or clicked on their ad, and then compare that to the number of people who actually purchased the product or service that was being advertised. This helps them to determine whether or not their ad campaign was successful, and whether or not they should continue to use it.

MEASUREMENT DATA

Measurement data refers to the data collected about an ad’s performance. This data can include things like how many people saw the ad, how long they spent looking at it, and whether or not they clicked on it. This information can be used to help improve the effectiveness of future ads.

MEDIA PLAN

Digital advertising media planning is the process of allocating resources across different digital channels in order to achieve desired marketing objectives. The goal of media planning is to identify the most efficient and effective mix of digital channels to reach the target audience with the desired message.

There are a number of factors to consider when developing a media plan, including the target audience, the objectives of the campaign, the budget, and the available channels. The media mix should be designed to achieve the desired objectives while staying within the budget.

The first step in media planning is to identify the target audience. This can be done through market research, which can help to identify demographics, interests, and behaviours. Once the target audience is identified, the next step is to determine the objectives of the campaign. These could include raising awareness, generating leads, or driving sales.

Once the objectives are determined, the next step is to identify the available channels. These could include paid, owned, or earned media. Paid media includes channels such as paid search, display advertising, and social media advertising. Owned media includes channels such as the company website, blog, and social media platforms. Earned media includes channels such as earned media, which is essentially free publicity through channels such as word-of-mouth, social media, and online reviews.

The next step is to develop the media mix, which is the combination of different channels that will be used to reach the target audience. The media mix should be designed to achieve the desired objectives while staying within the budget.

Finally, the media plan should be monitored and evaluated on a regular basis to ensure that it is achieving the desired objectives. Adjustments should be made to the media mix as necessary to improve results.

MINDSHARE

Mindshare is a term used in digital marketing to describe the percentage of users who are exposed to and engage with a particular brand’s messaging. It’s a way of measuring the brand’s reach and influence in the digital space. The concept of mindshare is important in digital marketing because the goal is to reach as many people as possible and to get them to take action. The more people who see and engage with a brand’s message, the more likely it is that they will take the desired action, whether that’s making a purchase, signing up for a newsletter, or downloading an app.

There are a number of ways to measure mindshare, including social media metrics, web traffic, and online search data. By looking at these data points, marketers can get a sense of how their brand is performing and where they need to focus their efforts to reach more people.

MOBILE ADS

Mobile advertising is a form of advertising that appears on mobile devices, such as smartphones, tablets, and other portable devices. Mobile ads can take many different forms, such as text, images, video, or audio. They can be delivered through a variety of channels, such as the internet, apps, or SMS.

Mobile ads come in many different forms, including banner ads, interstitials, video ads, and native ads. Banner ads are the most common type of mobile ad, and are typically found at the top or bottom of a mobile screen. Interstitials are full-screen ads that appear between content, and are often used to promote app downloads or special offers. Video ads are becoming increasingly popular on mobile, and are often used to tell a brand’s story or showcase a product in a more engaging way. Native ads are designed to blend in with the surrounding content, and are often less intrusive than other types of mobile ads. Mobile ads are typically delivered through ad networks or agencies that connects all ad networks that specialize in mobile advertising. Ad networks work with advertisers to deliver ads to mobile devices, track ad performance, and provide reporting to advertisers.

MOBILE ADVERTISING IDENTIFIERS (MAIDS)

Mobile advertising identifiers are used to identify devices for the purposes of delivering targeted advertising. These identifiers can be used to track a user’s online activity across different websites and apps, and can be used to build up a profile of the user’s interests.

Most mobile devices have a unique advertising identifier, which is usually a combination of numbers and letters. This identifier can be reset by the user, but doing so will usually result in the loss of targeted ads.

Some mobile advertising identifiers can be used to track a user’s location, and this information can be used to deliver targeted ads based on the user’s current location.

Most mobile devices have a built-in advertising identifier, such as the Apple IDFA (iPhone) or the Android Advertising ID (Android). These identifiers can be reset by the user at any time, and they are not linked to any personal information.

MONETIZATION

Monetization is the process of turning a website into a revenue-generating property. This can be done in a number of ways, but the most common is through advertising.

The monetization of a website is the process of generating revenue from the site through various means, such as advertising, sponsorships, affiliate marketing, or selling products and services. This can be done through a variety of methods, such as banner ads, text links, or product placement. In most cases, the website owner will work with an advertising network or broker to find appropriate advertisers and negotiate terms.

MULTI-TOUCH ATTRIBUTION

Multi-touch attribution is the practice of assigning credit for a conversion to all the touchpoints that contributed to the sale. This means considering not just the last click that happened before a conversion, but also all the other interactions that a customer had with your brand leading up to the purchase.

Multi-touch attribution can be used to give credit to all the channels that contributed to a sale, which can be helpful in understanding which channels are most effective at driving conversions. It can also be used to identify which touchpoints are most important in the customer journey, so you can focus your marketing efforts on those that are most likely to result in a sale.

Multi-touch attribution can be done with a variety of methods, but the most common is to use a data-driven approach. This involves collecting data on how customers interact with your marketing channels, and then using that data to assign credit to each channel.

Multi-touch attribution is the process of assigning credit for a sale or conversion to the various marketing touchpoints that contributed to the sale. Single touchpoint attribution, on the other hand, only assigns credit to the first or last marketing touchpoint that the customer interacted with before making a purchase.

N

NATIVE ADS

Native advertising is a form of advertising that is specifically designed to blend in with the surrounding content on a website or app. Unlike banner ads or other forms of display advertising, native ads are meant to be less intrusive and more difficult to distinguish from regular content.

Native ads are typically presented in a way that makes them look like regular articles or posts from the publication in which they appear. For example, a native ad on a news website might look like a normal news story, complete with a headline, author byline, and body text. But upon closer inspection, the reader would notice that the article is actually an advertisement.

While native advertising can take many different forms, it is generally agreed that native ads must be labeled as such, in order to avoid misleading readers. Some publishers have come under fire for not adequately labeling native ads, leading to concerns about consumer trust and transparency.

NETWORK

An ad network is a system that connects advertisers with websites that are willing to host advertisements. The ad network system includes both the technology that serves the ads and the relationships that connect the advertisers with the websites. The technology that serves the ads is typically provided by an ad server, which is a software system that is designed to deliver ads to websites. The relationships that connect the advertisers with the websites are typically managed by an ad agency, which is a company that specializes in connecting advertisers with websites.

O

OMNICHANNEL RETAIL

Omnichannel retail is a term used to describe the integration of multiple channels of communication and sales in order to provide the customer with a seamless shopping experience.

Omnichannel retailing allows customers to move effortlessly between channels, such as brick-and-mortar stores, online stores, mobile apps, and social media platforms. In omnichannel retail, each channel works together to provide a unified, cohesive experience for the customer.

The goal of omnichannel retail is to provide customers with a personalized, convenient, and cohesive shopping experience. By integrating multiple channels, retailers can provide customers with the ability to shop how they want, when they want, and where they want.

Omnichannel retailing has become increasingly important as shoppers move away from traditional brick-and-mortar stores and towards online and mobile shopping. In order to keep up with this shift, retailers must provide customers with a seamless, cohesive omnichannel experience.

Omnichannel retail requires a significant investment in technology and infrastructure. In order to provide a seamless experience across multiple channels, retailers must have a robust, integrated technology platform. This platform must be able to support all of the channels in the omnichannel ecosystem and provide a single view of the customer.

ONLINE VIDEO (OLV)

OLV is a digital video format that is used to stream video content over the internet on mobile or desktop devices. It is a popular format for online video content, and is used by many websites and online video providers. OLV is a compressed video format, which means that it takes up less space than other video formats. This makes it ideal for streaming video over the internet, as it can be transmitted more quickly and easily than other video formats.

OPEN INTERNET

Open internet is a digital advertising term that refers to the free and unrestricted access to online content. This means that there are no barriers to entry, and users can access any content they want without having to pay for it. This freedom of access is what makes the internet such a powerful tool for marketing and advertising.

Open internet also allows for a more democratic and decentralized web, where users are not beholden to the whims of a few large corporations. This open access to information and ideas is what makes the internet such a vital resource for innovation and creativity.

OPT-OUT

Opt-out is a digital advertising term that refers to the ability of users to disable or “opt-out” of receiving targeted ads. This is usually done by visiting the website of the company that is displaying the ads and changing the settings to stop receiving them. Some companies also offer an “opt-out” button on their ads, which allows users to click it and stop seeing the ads from that company.

OUTCOME

Outcome as a digital advertising term generally refers to the desired result of an ad campaign, such as increased sales, brand awareness, or website traffic. Outcome-based advertising is a way of thinking about and measuring advertising that focuses on the results rather than the process.

OUTCOME OPTIMIZATION

Outcome optimization is the process of maximizing the ROI for a digital advertising campaign. This can be done by optimizing for specific goals, such as clicks, conversions, or leads. Alternatively, it can be done by optimizing for a specific KPI, such as CPA or CVR.

OUTSTREAM VIDEO ADS

Outstream video ads are video ads that are served outside of traditional video content, on websites and apps that don’t typically host video content. They can appear as standalone units, or as part of a feed of content. These ads can appear in a variety of places, including in-between articles, in the middle of a page, or as a banner ad.

OVER-THE-TOP (OTT)

OTT stands for “over-the-top” and refers to the delivery of content via the internet without the need for a traditional cable or satellite TV subscription. OTT services are typically delivered via apps, which can be downloaded on a variety of devices including smart TVs, streaming media players, and mobile devices.

OTT services like Netflix, Hulu, Amazon Prime Video, and Sling TV offer an alternative to traditional pay TV by letting you watch your favorite shows and movies without a contract.

P

PASSBACK

Passback is a digital advertising term that refers to the ability of an ad to be “passed back” to the publisher’s ad server if the user is not targeted by the ad. This allows the publisher to then serve a different ad to the user, increasing the chances that the user will see an ad that is relevant to them.

A system called waterfall is used for passback function. Waterfall is the term used to describe the process of allocating ad inventory among ad exchanges. In a waterfall system, ad exchanges are prioritized, and each exchange is given a chance to fill the ad request. If an exchange is unable to fill the request, the request is then passed on to the next exchange in the waterfall.

PERSONALIZE

Digital advertising is a form of marketing that uses digital technologies to deliver advertising messages to consumers. Personalization in digital advertising refers to the use of data to deliver ads that are tailored to the individual user’s interests and preferences. By personalizing ads, businesses can improve the effectiveness of their marketing campaigns and increase their ROI.

PERSONALLY IDENTIFIABLE INFORMATION (PII)

Personally identifiable information (PII) is any data that could potentially identify a specific individual. Examples of PII include name, Social Security number, date of birth, address, and phone number. PII can be collected in a variety of ways, such as through online forms, surveys, and social media. PII can also be innocently mishandled, resulting in privacy breaches. To protect PII, businesses and organizations should implement security measures, such as data encryption and access controls. Individuals can also take steps to protect their PII, such as being aware of how their information is being collected and shared.

POST-CLICK SALES

Post-click sales are sales that occur after a customer clicks on an ad or other type of marketing content. This can include online sales, in-store sales, or even sales of digital products usually in a specific period such as 2 weeks or 1 month. Post-click sales are important for businesses because they provide a way to track the effectiveness of their marketing campaigns. By measuring the number of post-click sales, businesses can determine which campaigns are working and which ones need to be improved.

PREBID

Prebid is an open source header bidding wrapper for display advertising. Prebid enables publishers to sell inventory programmatically in an advanced auction that allows multiple demand sources to compete simultaneously before the ad server. This results in increased CPMs and fill rates, while still allowing publishers to maintain control over their ad inventory.

Prebid.js was created in early 2015 by Matt Kendall and Paul Yang from AppNexus, together with the help of Nick Jacob from the publisher Aplus.

Source: https://docs.prebid.org/about.html

PREBID SSO

Prebid SSO is a technology that allows you to securely login to your accounts on multiple websites using a single set of credentials. It’s an industry-standard protocol that is used by major organizations like Google, Facebook, and Twitter. Prebid SSO can be used to authenticate for websites that are part of the same network (such as a corporate intranet) or for websites that are not part of the same network but support Prebid SSO (such as social networking sites).

PREDICTED CLICK-THROUGH RATE

In marketing, predictive click-through rate (pCTR) is a statistical model that is used to predict the likelihood that a potential customer will click on a given ad. The pCTR is a key metric in determining the effectiveness of an online advertising campaign. In other words, the predicted click-through rate (pCTR) is the expected number of times a user will click on a specific link or call-to-action (CTA), given the number of times they are exposed to it.

The pCTR value is calculated by taking the total number of clicks that an ad receives divided by the total number of times that the ad is shown (i.e., impressions). For example, if an ad is shown 100 times and receives 10 clicks, its pCTR would be 10%.

pCTR can be used to optimize ad campaigns by targeting ads to those users who are most likely to click on them. pCTR can also be used to measure the effectiveness of ad campaigns and to compare the performance of different ads.

PREDICTIVE BIDDING

Predictive bidding is a tool that can be used in online advertising to improve campaign performance. It uses historical data and machine learning to predict the likelihood that a user will convert on an ad, and then bids accordingly in real-time. This can help to improve conversions and ROI, as well as to avoid overspending on ads that are unlikely to convert.

PREFERRED DEALS

Preferred deals are a type of automated online advertising tool that allows publishers to sell ad space on their websites in real-time to the highest bidder. The publisher sets a minimum price for the ad space, and the ad buyer pays that price or higher. The winning ad is then displayed on the publisher’s website.

Unlike the programmatic guaranteed deals, in preferred deals the buyer is not guaranteed to buy the inventory.

PREMIUM AD INVENTORY

Premium ad inventory is ad space on a website that is sold by the website owner at a higher price than the standard rate. This higher price is charged because the ad space is considered to be more valuable, due to factors such as its location on the website, its size, or the website’s traffic levels.

PRIVACY MESH

Privacy mesh is a digital advertising technology that allows marketers to target ads to consumers without violating their privacy. It does this by using a variety of data sources to create a “mesh” of information about each consumer, which is then used to target ads. The mesh is constantly updated as new data is collected, which allows marketers to target ads more accurately and efficiently.

Privacy mesh allows businesses to target ads to specific consumers while protecting their privacy. It works by matching a business’s ad to a consumer’s interests, without revealing the consumer’s identity. This allows businesses to target their ads more effectively, while still respecting the privacy of their customers.

PRIVATE MARKETPLACE (PMP)

A Private Marketplace (PMP) is a type of online advertising auction in which only selected, pre-approved buyers are allowed to participate. PMPs are often used to sell premium ad inventory, such as high-impact ad units or inventory that is not available on the open exchange.

PMPs can take many different forms, but all involve some form of direct negotiation between the publisher and buyer, often facilitated by an ad exchange or demand-side platform (DSP). In some cases, buyers may be able to browse available inventory and self-select the impressions they want to buy, while in other cases, the publisher may proactively reach out to buyers with specific inventory available.

The key advantage of a PMP for publishers is that it allows them to control who can buy their inventory and at what price. This can be especially helpful in cases where publishers have a limited amount of premium inventory available, or when they want to sell to specific buyers that they know will be willing to pay a higher price.

For buyers, PMPs can provide access to inventory that would otherwise be unavailable, or to specific publishers that they may not be able to reach through the open exchange. PMPs can also offer greater transparency into the inventory available, as well as the ability to negotiate pricing and other terms directly with the publisher.

Yet, it is not always possible to sell all inventory through PMP deals so the publishers uses other deals when there are no PMPs.

PRODUCT RECOMMENDATIONS

Product recommendations are a key part of any ecommerce business and are critical to driving sales and repeat customers. Recommendations can be generated based on a variety of factors including purchase history, browsing behavior, and demographic data.

There are a few different types of product recommendations that businesses can use to increase sales. These include:

  • Upselling: This is when a business recommends a higher-priced product to a customer who is already interested in a lower-priced product.
  • Cross-selling: This is when a business recommends a related product to a customer who is interested in a different product.
  • Bundle recommendations: This is when a business recommends a bundle of products to a customer who is interested in one or more of the products in the bundle.

Product recommendations are a powerful tool that can help businesses increase sales and repeat customers. When used correctly, they can be a key part of a successful ecommerce strategy.

PROGRAMMATIC ADVERTISING

Programmatic advertising is the process of using computer-based algorithms to automate the buying and selling of online advertising. Programmatic advertising includes both real-time bidding (RTB) and non-real-time bidding (non-RTB) based transactions. RTB is a type of auction where ad space is bought and sold on a per-impression basis, with the highest bidder winning the auction and their ad being displayed. Non-RTB transactions are based on a set price that is agreed upon by the buyer and seller ahead of time, and not based on an auction.

Programmatic advertising has grown in popularity in recent years due to the increased efficiency and effectiveness it offers compared to traditional methods of buying and selling ad space. Programmatic advertising is the future of digital ads industry. Programmatic ad buying allows for more targeted ads, as well as the ability to track and optimize campaigns in real-time based on data and analytics.

PROGRAMMATIC DIRECT

Programmatic Direct is a type of programmatic advertising that allows advertisers to buy ad space directly from publishers, rather than through an ad exchange. Here are some examples: programmatic guaranteed deals (PG), preferred deals (PD) and private marketplaces (PMP).

PROGRAMMATIC GUARANTEED DEALS

Programmatic guaranteed (PG) deals are a type of online advertising transaction in which the advertiser guarantees a certain amount of ad space to be bought in advance, at a set price, from a specific publisher or set of publishers. This type of deal offers guaranteed ad impressions at a fixed CPM price, and is typically used by advertisers who want to secure a certain amount of ad space on a specific site or set of sites.

PROGRAMMATIC MEDIATION

Programmatic mediation is the process of automatically allocating ad space on a website or mobile app to the highest bidder. Ad space is auctioned off in real-time, and the highest bidder wins the ad spot. Programmatic mediation can be used to sell both display and video advertising inventory, and is mostly used with a waterfall setup.

PSEUDONYMOUS IDENTIFIER

Pseudonymous identifiers are used to identify an individual or device in digital advertising without revealing the individual’s personally identifiable information (PII). This allows businesses to collect data and target ads without violating privacy laws. Pseudonymous identifiers are typically generated by hashing personally identifiable information (PII) such as an email address or IP address.

This can be done by using a unique identifier that is not linked to the user’s real identity, such as their name, email address or IP address. Pseudonymous identifiers are often used in online advertising to help target ads and track conversions.

PUBLISHER

Publishers in digital advertising are the platforms where ads are displayed. This can include websites, apps, or even social media sites. Publishers can be both big and small, with some having millions of pageviews per day and others only a few hundred.

PUBLISHER MONETIZATION

Publisher monetization is the process of turning a website or blog into a revenue-generating asset. There are a number of ways to monetize a website or blog or app, including selling advertising, selling products or services, or paywall that is charging for access to premium content.

R

REACH

The term “reach” in digital advertising ecosystem refers to the total number of people who are exposed to an advertisement. Reach is often used as a metric to assess the effectiveness of an advertising campaign. It’s important to consider reach when planning your digital advertising campaigns, as it can help you to gauge the potential effectiveness of your ads. A high reach means that more people will see your ads, which could lead to more conversions.

REACH & PERFORMANCE FORECASTS

REACH stands for Respondent Engagement and Conversion History. In simple terms, it is a way of tracking and predicting how likely someone is to respond to a marketing campaign, and how likely they are to convert into a paying customer.

REACH & PERFORMANCE FORECASTS is a digital advertising tool that allows advertisers to see how well their ad campaigns are performing and forecast how well they will continue to perform. The tool provides detailed reports on ad campaign metrics, including reach, impressions, click-through rate (CTR), and conversion rate. It also offers insights into how these metrics may change in the future, based on historical data and current trends. This information can help advertisers make informed decisions about where to allocate their ad budgets and how to adjust their campaigns to improve results.

There are a number of factors that go into a REACH forecast, including the type of product or service being marketed, the target audience, the channels being used, and the overall objectives of the campaign.

By taking all of these factors into account, marketers can create a REACH forecast that is tailored to their specific needs and goals. This forecast can then be used to predict how successful a campaign is likely to be, and to make necessary adjustments before it is launched.

REACH is a performance forecasting tool that enables marketing teams to predict customer behavior and identify opportunities to improve marketing ROI. PERFORMANCE FORECASTS is a tool that allows marketing teams to predict how their marketing efforts will impact business performance.

REAL-TIME AUDIENCE (RTA)

REAL-TIME AUDIENCE (RTA) is a digital advertising platform that allows advertisers to target and reach their audience in real time. RTA is a powerful tool that gives advertisers the ability to target their audience based on specific criteria, such as location, demographics, interests, and behaviors. With RTA, advertisers can reach their target audience with highly relevant and targeted ads, which can lead to higher conversion rates and ROI.

RTA is a key ingredient in programmatic advertising, which is growing in popularity due to its ability to deliver more targeted and effective advertising at a lower cost than traditional methods.

REAL-TIME BIDDING (RTB)

Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction, similar to financial markets.

RTB is a digital advertising protocol in which ad buyers bid on ad inventory in real time, at the moment when an ad impression is available. RTB allows ad buyers to purchase ad inventory through programmatic automated systems, rather than through traditional ad buying methods such as direct sales or ad networks.

In RTB, ad buyers submit bids in real time for each ad impression that is available. The ad exchange then selects the ad buyer with the highest bid and serves the ad to the user. RTB is a type of programmatic advertising, which refers to the use of technology to automate the buying and selling of advertising.

The benefits of RTB for advertisers include the ability to target specific consumers with laser precision and the ability to track the effectiveness of their ad campaigns in real-time.

RTB is also beneficial for publishers as it allows them to maximize the revenue they earn from their ad inventory.

REAL-TIME CREATIVE OPTIMIZATION (RTCO)

Real-time creative optimization (RTCO) is a digital advertising technique that allows marketers to automatically and continuously test and optimize ad creative in real time, in order to improve campaign performance.

RTCO involves constantly running small, randomized tests on different elements of ad creative, such as headlines, images, call-to-action buttons, and copy. The goal is to identify which combinations of these elements are most effective at driving key campaign objectives, such as click-through rates, conversion rates, and brand awareness.

RTCO can be used to improve the performance of both display and video ads, and is often used in conjunction with other optimization techniques, such as A/B testing and multivariate testing.

While RTCO can be a powerful tool for optimizing ad creative, it is important to note that it can also be time-consuming and resource-intensive. For this reason, it is often most effective when used in conjunction with other optimization techniques, such as A/B testing and multivariate testing.

RECOMMENDATION ENGINE

A recommendation engine is a digital marketing tool that analyzes customer behavior and recommends content or products that may be of interest. The engine uses data from past interactions to make recommendations, which are then displayed to the customer.

The purpose of a recommendation engine is to personalize the customer experience and increase customer engagement. By providing tailored recommendations, the engine can encourage customers to explore new products and content, and ultimately make more purchases.

There are many different types of recommendation engines, each with its own advantages and disadvantages. The most common types are content-based, collaborative filtering, and demographic-based.

Content-based recommendation engines analyze the content of items that a customer has interacted with in the past, and then recommend similar or related items. This type of engine is best suited for recommending items within a specific category, such as books or movies.

Collaborative filtering recommendation engines make recommendations based on the interactions of similar users. This type of engine is best suited for recommending items that are not easily categorized, such as music or restaurants.

Demographic-based recommendation engines make recommendations based on the age, gender, location, or other demographic information of the customer. This type of engine is best suited for recommending items that are targeted to a specific audience, such as clothing or cosmetics.

Recommendation engines are an important part of digital marketing, and can be used to increase sales and engagement. When choosing a recommendation engine, it is important to consider the type of products or content that will be recommended, and the audience that the recommendations will be targeted to.

RENDERER

Renderer is a digital advertising term that refers to the process and software used to generate the final display of an advertisement. This includes the determination of the appropriate size, file format, and resolution for the ad, as well as any necessary post-processing such as conversion to the CMYK color space. This usually involves converting the assets into a pixel-based format that can be displayed on a screen. In some cases, the renderer may also be responsible for scaling the assets to fit the specific device or platform.

RESELLER PROGRAM

The Reseller Program is a way for businesses to partner with an advertising agency in order to resell advertising space on their behalf. This program is beneficial for businesses that have a large customer base or a large amount of traffic, as they can capitalize on this by selling advertising space to interested parties. In addition, businesses that participate in the Reseller Program can receive a commission on each sale that they make.

RETAIL ADS

Retail ads are a type of advertising that is designed to promote sales of products or services in a retail setting. Retail ads typically include information about the product or service being promoted, as well as pricing and other details that may be of interest to potential customers. Retail ads may be placed in a variety of locations, including online shops, store windows, in-store displays, and on websites.

RETAIL MEDIA

Retail media is a type of advertising that uses online stores, brick and mortar retail outlets and other physical locations to promote and sell products or services. This can include traditional media such as television, radio, and print ads, as well as newer forms of media such as online ads and social media. Retail media can be an effective way to reach consumers who are already in a buying mood, and it can also be a good way to generate foot traffic to a store or other location.

RETARGETING

Retargeting is a digital advertising technique that allows you to target ads to users who have already visited your website or interacted with your brand in some way.

Retargeting is a remarketing that involves placing a piece of code (such as tracking pixels or analytics js codes) on your website that collects data about your visitors and then shows them targeted ads as they browse other websites.

The main benefit of retargeting is that it allows you to reach out to people who are already interested in your product or service, which can lead to higher conversion rates.

Retargeting can be used to show ads to people who have visited your website but didn’t make a purchase, to people who have abandoned their shopping carts, or to people who have shown interest in a particular product or service.

There are a few different types of retargeting, but the most common is display retargeting, which shows ads to users as they browse other websites.

Other types of retargeting include email retargeting, which sends targeted emails to people who have interacted with your brand, and search retargeting, which shows ads to people who have searched for relevant keywords.

Retargeting is a powerful tool that can help you boost your conversion rate and reach your target audience.

RETENTION

Retention in digital advertising is the process of keeping potential customers engaged with your brand or product after they have been exposed to an ad. This can be done through a number of methods, such as providing relevant and targeted content, offering incentives or discounts, or simply by making sure your ads are easily accessible and visible.

The goal of retention is to convert one-time viewers or customers into long-term, loyal fans of your brand. It is important to remember that not all viewers will be ready to purchase your product or service immediately after seeing an ad, so it is important to keep them engaged and interested in what you have to offer.

There are a number of factors that can impact retention rates, such as the quality of your ads, the placement of your ads, and the overall user experience of your website or app. By paying attention to these factors, you can improve your chances of keeping potential customers engaged with your brand.

RETURN ON ADVERTISING SPEND (ROAS)

ROAS stands for return on ad spend, and is a key metric in digital advertising. It measures the amount of revenue generated from an ad campaign, divided by the cost of the campaign. In other words, it tells the advertisers how much money their ad campaign is making for every dollar they spend on it.

A high ROAS means that the ad campaign is very efficient, and is generating a lot of revenue for every dollar spent on it. A low ROAS means that the ad campaign is not very efficient, and is not generating very much revenue for every dollar spent.

ROAS is a very important metric to track, because it can help advertisers and brands optimize their ad campaigns to be more efficient and generate more revenue.

RETURN ON INVESTMENT (ROI)

Digital advertising ROI is the return on investment that a business sees from its digital advertising campaigns. This could be in the form of leads, sales, or website traffic. To calculate ROI, businesses take the total revenue generated from digital advertising and divide it by the total cost of the campaign.

A high ROI means that the campaign was successful in generating sales or leads at a low cost, while a low ROI indicates that the campaign was not effective in generating sales or leads.

Rich Media

Rich media is a digital advertising term that refers to ads that include interactive elements, such as video, audio, games, interactive elements, or animation. Rich media ads are designed to engage users and encourage them to interact with the ad, rather than simply view it.

S

SALES

Sales is the process of exchanging goods or services for money. It is the main target of any business, as it is the means by which businesses generate revenue. Sales means a successful purchase.

SAME-DEVICE MATCH

The Same-Device Match is a component of the digital advertising framework that allows for the creation of ad experiences that are consistent across devices. This component ensures that an advertiser’s message is seen by the same person on different devices, regardless of whether they are using a desktop computer, a mobile phone, or a tablet. This allows for a more seamless and cohesive customer journey, as well as a more effective overall advertising strategy.

SECOND-PRICE AUCTION

A second-price auction is a type of auction in which the winner pays the second-highest bid (plus a cent) instead of the highest bid. It is derived from a mathematical model called generalized second-price auction (GSP). This type of auction is commonly used in digital advertising, where advertisers compete to have their ad shown on a publisher’s website or app.

In a second-price auction, each advertiser submits a bid that represents the maximum amount they’re willing to pay to have their ad shown. The advertiser with the highest bid is then charged the amount of the second-highest bid instead of their own bid.

This type of auction is beneficial for advertisers because it ensures that they only have to pay a fair price for the ad space. It’s also beneficial for publishers because it allows them to get the most revenue from the ad space.

SELF-SERVICE PLATFORM

A self-service ad platform is a type of online advertising platform that allows businesses to create and manage their own advertising campaigns without the need for assistance from a third-party provider. Self-service ad platforms typically provide a wide range of features and tools that businesses can use to create, launch, and track their campaigns, as well as support for a variety of ad formats and targeting options. This type of platform is typically offered by a third-party provider, such as Google or Facebook.

SELLERS.JSON

Sellers.json is a standardized format for communicating information about who is selling what, to whom, and for how much in the digital advertising ecosystem. The format was developed by the IAB Tech Lab and is designed to increase transparency and reduce complexity in the programmatic advertising ecosystem.

Sellers.json is an IAB provided standard to allow buyers to discover and verify the entities who are either direct sellers of or intermediaries in the selected digital advertising opportunity for purchase.

Source: https://support.google.com/authorizedbuyers/answer/9895942

SEQUENCED UX

Sequenced UX is a digital advertising technique that involves creating a sequence of ads that lead the user through a desired journey. This technique is often used to funnel users towards a desired conversion, such as making a purchase or signing up for a newsletter. By creating a logical and well-thought-out sequence of ads, businesses can increase the likelihood that users will follow through on the desired action.

SHOPPER GRAPH

Shopper graph is a data visualization tool that allows digital advertisers to see how shoppers move through the purchase funnel. By tracking shoppers’ online behavior, advertisers can better understand how to reach and convert them into customers.

Shopper graph is a technology that uses data from social media and other online sources to create a detailed profile of a shopper. This profile includes information about the shopper’s demographics, interests, and purchasing habits. This information can be used by retailers to target their advertising and marketing to specific shoppers.

SHOWROOMING

Showrooming is the practice of viewing products in a brick-and-mortar store and then purchasing them online, typically at a lower price. This can be done using a smartphone or other mobile device to quickly compare prices and find the best deal. Showrooming can be a problem for brick-and-mortar stores, as it can lead to lost sales. Yet, it is an advantage for online retailers.

SIMILAR AUDIENCES

Similar audiences is a targeting option available in many digital advertising platforms that allows advertisers to target users who are similar to those who have already interacted with their brand. This can be done by targeting users who have similar interests, demographics, or behaviors to those who have already engaged with the advertiser.

As an example, Google’s Similar Audiences is a targeting option available in Google Ads that allows you to target people who are similar to your current customers. Similar Audiences uses information from your Google Ads account, such as the types of websites visited or the types of products purchased, to find new potential customers who are likely to be interested in your business.

SITE OPTIMIZATION

Site optimization for ads in programmatic advertising is the process of optimizing the delivery of your ad campaigns to get the best results possible. This includes optimizing your ad creative, ad targeting, and ad delivery to make sure your ads are seen by the right people, at the right time, and in the right context.

Social media marketing

Social media marketing is the process of using online platforms like Facebook, Twitter, and LinkedIn to build relationships and interact with potential and current customers. It’s a way to connect with people who might be interested in your products or services, and it’s also a way to create and share content that can help promote your brand.

Social media marketing is a form of internet marketing that uses social networking sites as a promotional tool. The main aim of social media marketing is to build brand awareness and create a community of loyal customers and followers. Social media marketing can be used to achieve a variety of marketing goals such as increasing brand awareness, generating leads, building brand loyalty, and driving sales.

SPARROW

Secure Private Advertising Remotely Run On Webserver (SPARROW) is a system that allows businesses to run their advertising campaigns on a secure, private server that is located remotely. This system provides businesses with the ability to keep their advertising data and campaigns safe from potential hackers, while also providing the flexibility to run their campaigns from anywhere in the world.

STATIC AD

Static ads are those that do not move or change once they are loaded onto a page. This type of ad is the most common and is typically what people think of when they think of online advertising. Static ads can be in the form of images, text, or a combination of both.

They’re the polar opposite of dynamic or animated ads, which are often in constant motion or change shape or color as a user scrolls. Static ads are usually less obtrusive than their more flashy counterparts, but they can still be highly effective in getting a user’s attention. Static ads are often used to promote a product or service that is not time-sensitive, such as a new book release or a sale on clothing. They can also be used to drive traffic to a website or blog, or to promote a brand or company. Static ads are typically less expensive to create than dynamic or animated ads, and they can be a good choice for businesses on a tight budget.

SUPPLY-PATH OPTIMIZATION (SPO)

Supply-path optimization (SPO) is an online marketing technique that helps online advertisers improve the performance of their online advertising campaigns by optimizing the path that leads from an ad impression to a conversion.

The goal of SPO is to improve the performance of online advertising campaigns by reducing the number of steps between an ad impression and a conversion. SPO accomplishes this by optimizing the ad delivery process and by working with publishers to improve the quality of their ad inventory.

Supply-path optimization (SPO) is an online marketing technique used to improve the visibility and performance of digital ads by optimizing the ad’s delivery path from the ad server to the publisher’s website.

SPO involves selecting the most efficient and effective route for an ad to travel from the ad server to the publisher’s website. This selection is based on a variety of factors, including the type of ad, the publisher’s website, and the user’s location.

SPO can improve the performance of digital ads by reducing latency, improving ad delivery, and increasing the ad’s chance of being seen by users.

SUPPLY-SIDE PLATFORM

According to Wikipedia, “A supply-side platform (SSP) or sell-side platform is a technology platform to enable web publishers and digital out-of-home (DOOH) media owners to manage their advertising inventory, fill it with ads, and receive revenue.” In other words, SSP is a technology platform that enables publishers to manage the sale of their advertising inventory in an automated fashion. SSPs provide publishers with a way to connect to multiple demand side platforms (DSPs) and ad exchanges, and to manage the pricing and placement of their ad inventory in real-time. In addition, SSPs often provide publishers with tools to help them maximize the revenue they generate from their ad inventory.

The use of SSPs has grown rapidly in recent years, as publishers look for ways to increase the efficiency of their ad sales operations and to maximize the revenue they generate from their ad inventory.

T

TAGGED USER

A tagged user in digital advertising is a user who has been identified and tracked by a third-party service such as a cookie in order to better target ads. Tagged users may be tracked across multiple websites and devices, and their data may be shared with advertisers, publishers, and other third-parties. This data may include information about the user’s online activity, demographics, and interests.

Targeting

The term “targeting” in digital advertising simply means showing the ads to people who are most likely to be interested in them. To do this, ad platforms like Google and Facebook use information about people’s interests, demographics, and online behavior to serve them ads that are relevant to them.

For a business owner, targeting is a great way to get your message in front of people who are most likely to be interested in what you have to offer. For example, if a vendor sell women’s clothing, they could target their ads to women who are 25-34 years old and live in urban areas.

Targeting can be as specific or broad as you want it to be. The more specific you are, the more likely you are to reach people who are interested in what you have to offer. However, you may also want to target a broader audience to increase your chances of reaching potential customers.

The Trade Desk

The Trade Desk (a.k.a. TradeDesk) is a technology company that provides a self-service programmatic advertising platform for digital advertising buyers. The company was founded in 2009, and is headquartered in Los Angeles, California. The Trade Desk’s platform enables advertising buyers to purchase ad inventory from multiple ad exchanges and publishers in real-time, using data-driven targeting and optimization tools. The company works with a number of major brands and agencies, and has been recognized as a leader in the programmatic advertising space.

A third-party cookie is a type of cookie that is placed on a user’s computer by a website other than the one they are currently visiting. For example, if a user visits www.example.com, a third-party cookie may be placed on their computer by www.company.com. These cookies are used for a variety of purposes, such as targeted advertising, tracking user behavior across multiple websites, and affiliate marketing.

Third-party cookies are often used to track a user’s online activity, and can be used to serve targeted ads. Third-party cookies can also be used to collect data about a user’s online activity, including the websites they visit, the searches they make, and the ads they click on.

THIRD-PARTY DATA (3P DATA)

In digital advertising, third-party data refers to information that is collected by organizations other than the website or app on which the advertisement will be displayed. This data is then sold to advertisers in order to help them target their ads more effectively.

3P data can be collected in a number of ways, including through cookies, web beacons, and pixel tags. It can include information about a user’s online activity, such as the websites they visit and the ads they click on. It can also include demographic information, such as age, gender, and location.

Advertisers use third-party data to target their ads more effectively. For example, they may use it to target ads to people who are more likely to be interested in their product or service. Third-party data can also be used to exclude certain groups of people from seeing an ad, such as those who have already shown an interest in the product or service.

Third-party data is a valuable tool for advertisers, but it is important to remember that it is collected without the users’ knowledge or consent. This means that it is important to be transparent about how this data is used and to give users the option to opt out of having their data collected.

THIRD-PARTY SSP

We gathered all necessary 3rd party SSP to achieve maximum CPM and fill rates. CineWeb third-party SSPs allow publishers to sell their ad inventory to advertisers through real-time bidding (RTB).

TRADE MARKETING

Trade marketing is the process of creating and executing marketing programs and activities that are designed to promote and sell a company’s products or services to specific target markets. Trade marketing programs are typically implemented by businesses that sell their products or services through intermediaries, such as wholesalers, distributors, retailers, or other types of resellers. The goal of trade marketing is to increase sales of a company’s products or services by developing and executing marketing programs that are designed to reach specific target markets. Trade marketing programs often focus on creating demand for a company’s products or services among the intermediaries that sell them, such as wholesalers, distributors, retailers, or other types of resellers.

Trade marketing can be used to increase awareness of a company’s products or services among the intermediaries that sell them, as well as to increase sales of those products or services. Trade marketing programs often involve the use of promotional tools and activities, such as trade shows, product demonstrations, sales training, and marketing Collateral.

TRIGGERED MESSAGING

Triggered messaging is a type of email or push notification that is automatically sent to a subscriber based on their interactions with your app or website. For example, a triggered message might be sent to a customer who abandons their shopping cart, or to a subscriber who hasn’t opened your emails in a while. Triggered messages can be highly effective at driving engagement and conversions, and are an important part of any email or push notification strategy.

In other words, triggered Messaging is a tool that allows you to send automated, real-time messages to your customers based on their interactions with your brand. Triggered messages can be sent via email, SMS, or push notification, and they can be personalized to include the customer’s name, purchase history, or other information.

TURTLEDOVE

The Google Chrome team’s proposal for a new web browser API, TURTLEDOVE, would allow for more privacy-compliant retargeting and behaviorally-targeted advertising.

The proposal would create a new on-device auction in which advertisers could bid on the ability to show ads to users based on specific web pages they visited or actions they performed.

This would allow for more targeted advertising while still protecting user privacy.

The proposal is part of the Privacy Sandbox initiative, which is aimed at finding ways to improve online privacy while still allowing for the beneficial use of data.

The TURTLEDOVE proposal is one of many that have been put forth as part of the Privacy Sandbox initiative.

Others include the FLEDGE and TRUSTED proposals.

The Privacy Sandbox is an open source initiative that anyone can contribute to.

U

UNIQUE VISITOR

A unique visitor is defined as a single individual who visits a website at least once within a given time period. This time period is typically set at 30 days, although it can vary depending on the specific website and the data that is being analyzed. Unique visitors are important to track because they provide a more accurate picture of how many actual people are using a website, as opposed to just counting the number of times the site is accessed.

UNIVERSAL CATALOG

A Universal Catalog is a central repository of product information that can be accessed by multiple systems within an organization. It allows for a consistent view of product data across the organization and can be used to support various business processes such as marketing, sales, and customer service. A Universal Catalog can be used to store data about products, services, or anything else that an organization offers. The data within a Universal Catalog can be accessed by multiple systems, which helps to ensure that everyone is working with the same information. This can be extremely helpful in situations where accurate data is critical, such as when marketing or selling products.

A Universal Catalog can be either physical or digital. A physical Universal Catalog would be a catalog that is printed and distributed to employees. A digital Universal Catalog would be an online database that can be accessed by anyone with the proper permissions.

The benefits of having a Universal Catalog are that it can help to standardize data across an organization, which can make it easier to track and manage. It can also help to ensure that everyone is working with the same information, which can be helpful in situations where accuracy is critical.

UPLIFT

Uplift is a digital advertising term that refers to the increase in response rate that is seen when multiple ads are served to a user. This can be due to the fact that the user is more likely to see the ad when it is served multiple times, or it could be that the user is more likely to respond to the ad after seeing it multiple times. Either way, uplift is a positive response that advertisers hope to see from their digital advertising campaigns.

USER

A user, in digital advertising terms, is an individual who is targeted by an advertising campaign. This can be done through various means, such as targeting specific demographics or interests. In some cases, a user may be targeted based on their location.

USER ID

A user ID is a digital advertising term that refers to a unique identifier used to track an individual user’s online activity. This information is then used to target ads and measure advertising effectiveness. User IDs can be generated using cookies, pixel tags, or other technologies.

V

Video ad partner

Video ad partners (a.k.a. video demand partners) are online video advertising platforms that help brands reach their target audiences through video advertising and help publishers create revenue through video ads. These platforms typically offer a variety of video advertising formats, including in-stream and out-stream video ads, as well as video ad networks that can place brands’ video ads on a variety of websites and apps. CineWeb Media helps publishers track the performance of their video ads, providing insights into how well the ads are reaching and engaging audiences as well as get the top ad demand at once without hassle and effort.

Video Advertising

Video advertising is a type of advertising that uses videos to promote products or services. These videos can be played on TV, online, or in public places. Video advertising is a powerful way to reach consumers and can be used to target specific demographics. Online video advertising can be in instream or outstream formats.

VIDEO COMPLETION RATE (VCR)

The video completion rate (VCR) is a metric that measures the percentage of users who watch a video all the way through to the end. This metric is important for video content creators and publishers because it allows them to gauge how engaging their video content is and whether or not users are actually watching it all the way through.

There are a number of factors that can impact a video’s completion rate, such as its length, how interesting or compelling the content is, and whether or not users have the option to skip ahead.

Content creators can improve their video completion rate by creating more engaging and compelling content, and by making sure that their videos are of a reasonable length. Publishers can also help improve the video completion rate by giving users the option to skip ahead or by providing more context about the video content. CineWeb instream video player setup offers the highest video completion rate in the market.

Video.js

Video.js is an open source library for working with video on the web, also known as an HTML5 video player. Video.js provides a common interface and API for playing video in a web browser, making it easier to work with video on the web.

Video.js is originally developed by Zencoder. Brightcove acquired Zencoder and video.js in 2012.

Video.js provides a video player that can be used to play video ads, as well as a variety of other video content. Video.js also offers a variety of tools to help publishers manage their video content and advertising campaigns through additional plugins.

CineWeb video player is based on a debloated version of Video.js and performs higher than other video.js solutions on the market due to serving ads in the shortest time. CineWeb provides a easy to implement and use or managed video advertising platform that allows publishers to monetize their video content through advertising with VAST, VPAID, IMA tags.

VIEWABLE ADVERTISING

Viewability measures how often an ad can be seen by a human being, as opposed to being out of view or served as the result of automated activity. It also covers how long a certain ad is visible and viewed by a consumer. The industry-standard usually requires at least 50% pixels of the ad in the browser space for display and video ads.

Viewable advertising standard is important because it assures that advertisers are only being charged for ads that are actually being seen by consumers. In the early days of online advertising, it was not uncommon for ads to be served that were not viewable by consumers due to technical reasons such as ad blocking software. This led to a situation where advertisers were effectively paying for ads that no one was seeing.

The viewable advertising standard was introduced in order to address this problem. By setting a minimum viewability requirement, it ensured that advertisers were only paying for ads that had a good chance of being seen by consumers.

VISITS

A “visit” in digital advertising refers to the action of a user clicking on an ad and being taken to the advertiser’s website. A visit is generally considered to be a desired outcome of an advertising campaign, as it indicates that the user was interested in the product or service being advertised.

W

WALLED GARDENS

Walled gardens are online platforms that allow advertisers to display their ads to users within that platform only. For example, Facebook and Google are walled gardens. Advertisers can only place their ads on these platforms and cannot reach users on other websites. This limits the potential reach of an advertiser’s campaign and can make it more expensive to reach potential customers.

WEBROOMING

Webrooming is the practice of researching a product online before making a purchase in-store. This is in contrast to showrooming, which is the practice of researching a product in-store before making a purchase online. Customers do it mostly because they want to see or try the physical product before buying it.

Y

YIELD

Ad yield is the amount of money that an advertiser earns from each advertisement that is served. The higher the ad yield, the more money an advertiser earns.

Z

Zero cost strategy

Zero cost strategy is a digital advertising term that refers to a company’s ability to generate leads and sales without incurring any advertising costs. This can be achieved through a variety of means, such as organic search traffic, social media marketing, and email marketing.

Leave a comment

This website uses cookies to improve your web experience.
Explore
Drag