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Above The Fold - Any placement (or ad) that is within the top portion of the site and viewable without scrolling.
A/B Testing - Testing two different versions of an ad or webpage to see which yields higher results.
Ad Blocker - A software that removes an ad from a user's viewing experience.
Ad Exchange - A web of ad networks, enabling RTB transactions through a single source.
Ad Frequency - The number of times an ad is shown during a specified period.
Ad Network - Companies that specialize in delivering ads across the span of participating publishing entities.
Ad Server - A web server that stores and delivers advertisements for viewing.
Ad Tag - A piece of HTML or JavaScript code that is inserted into the source code of a web page via an Ad Server for the purpose of serving content.
Affiliate Marketing - A form of performance-based digital marketing (most often used for retail) in which the compensation model allows for the affiliate to earn a commission for the promotion of the product.
Anchor Text - The visible text of a hyperlink.
Attribution - The process of crediting the appropriate marketing channels for the role they played in the subsequent conversion.
Attribution model - A model used to determine how much credit is given to each channel that contributed to the sale or conversion on a website.
Audience - An audience is the group of people who visit a specific web site or who are reached by a specific ad network.
Audience Measurement - The measuring of unique users and their behavior and engagement with online content.
Automated Guaranteed - Automated purchasing of guaranteed, premium inventory.


Behavioral segmentation - Grouping and targeting consumers based on their previous online behavior.
Below The Fold - Content that appears in the lower portion of the site that is only viewable after scrolling.


Call-to-Action - An instruction given to an audience to immediately take action such as "Subscribe To Our Newsletter" or "Visit Our Store"
Click Bait - Content that entices a user to click at the expense of quality or accuracy.
Click Fraud - A type of internet crime when a user or program imitates an interaction with an ad for the purpose of generating a false charge.
Click Through Rate (CTR) - The percentage of ad impressions that were clicked on. [(# of clicks/impressions) * 100 = CTR %]
Contextual Advertising - Advertising that is specifically related to the content on a website or network.
Conversion - When a consumer performs the desired action of a marketing message.
Conversion Funnel - A term used to describe the customer path to purchase – includes brand awareness, consideration, conversion, loyalty, and advocacy.
Conversion Rate - Total number of conversions divided by the number of clicks - this equals the percentage of users who completed the desired action of the ad message.
Cookie - A small piece of data sent from a website and stored in a user's web browser while the user is browsing that website.
Cost Per Action (CPA) - A pricing model in which a publisher gets paid every time a user and makes a purchase after seeing the ad.
Cost Per Click (CPC) - A pricing model in which a publisher gets paid every time a user clicks the ad.
Cost Per Install (CPI) - A pricing model in which a publisher gets paid every time a user installs an app or downloads a software after seeing the ad.
Cost Per Mille (CPM) - Also known as "Cost per thousand impressions". This refers to a pricing model in which a publisher gets paid every time a user views the ad.
Cost Per Lead (CPL) - A pricing model in which a publisher gets paid every time a use submits personal information after seeing the ad.
Customer Relationship Management (CRM) - A technology solution that automates sales, marketing, customer service, or support.
Conversion Ratio (CVR) - The percentage of clicks that resulted in a conversion. Calculated by taking the number of conversions an ad received, dividing by the number of clicks, and multiplying by 100 to obtain a percentage.


Data - This includes 1st party data – collected first hand from owned media, analytics tools, CRM systems, and performance analysis tools; 2nd party data – another site’s first party data; 3rd party data – bought from DMPs or data aggregators that collect data from publishers.
Data Management Platform (DMP) - Stores, organizes, and analyzes 1st and 3rd party data to better discover and reach and target audience; it then applies in-depth measurement to optimize media buying and creatives.
Day-parting - Reaching consumers at a certain time and/or day of the week.
Demographic segmentation - Audience is divided into externally measurable characteristics of potential consumers, such as age, gender, race, occupation, education, income level, household size, and stage in the family life cycle.
Demand Side Platform (DSP) - A software that executes programmatic media buying - a form of buying in which inventory is purchased real-time to show one specific ad, to one consumer, in one individual context, including determining which media, how much to buy, and at what price. This means that ad placement is bought on an individual-impression basis, as opposed to being bought per thousand impressions (CPM). By doing so, advertisers are able to execute more granular targeting while also being able to scale in mass. The DSP algorithm then automatically optimizes buying decisions to lower buying costs and maximize performance.
Direct Response - A marketing-strategy approach that elicits an immediate response from the consumer such as an immediate sign-up or purchase.
Display Advertising - Banner or graphical advertising on webpages.


Earned Media -Media placement that is not paid for and attained organically – includes Search Engine results, social media buzz, and press coverage.
Effective Cost Per Mile (eCPM) - Total earnings divided by impressions - a useful statistic to track ad performance.
Earnings Per Click (eCPC) - How much on average is earned from the user clicking on the ad. (Commission/total clicks)
Email Advertising - Marketing through an email message - Emails are sent via sold/publisher lists or using an existing customer base.


Geographic Targeting - Reaching consumers in specific geographical locations based on zip code, area code, city, DMA, or state.


Hyper-targeting - Piling a variety of targeting schemes on top of each other.


The Interactive Advertising Bureau (IAB) - An advertising business organization made up of over 500 leading media and technology companies.
Impressions - The number of times your ad was viewed.
Inbound link - Links from outside sites to your website.
Insertion order - Written authorization to print, publish, and produce an advertisement or to broadcast a TV or Radio commercial. It normally includes instructions on timing, frequency, ad size, and placement.
Interstitial Ad - Full-page ads that load in a separate window before the main webpage loads.
IP Address - Internet Protocol address - a label assigned to specific device such as a desktop computer or printer that is used for interface identification and serves as a "return address" when a user is browsing the internet.


Keywords - Words that a user enters into a search engine that result in them finding webpages that correspond to those keywords.


Lead - A potential customer contact.
Lead Generation - A form of marketing in which the objective is to acquire leads of interested, or potential customers - this can be executed via Email, Display, Search, Mobile, or Social Media marketing.
Look-a-like Modeling - To build a consumer profile and target users who exhibit similar characteristics to your existing customers (or other valuable audiences).


Mcommerce - Transactions or purchasing of products/services through the use of a mobile device such as a smartphone or tablet.
Meta Descriptions - Descriptions of webpages found under the webpage title in Google search results. While they are not considered direct ranking factors, they do improve click-through rate which in turn, improves search ranking.
Meta Title - HTML that describes the webpage and helps search engines in categorizing that page appropriately.


Optimization - Increasing the impact of an ad.
Outbound Links - Links on a webpage that lead to a page with a different domain. Ensures an ad is delivered where it should be considering consumers, advertisers, and available websites. Increasing the impact of an ad.
Owned Media - Media placement that is owned by the brand itself, such as websites, landing pages, social profiles, blog, etc.


Page Views - The successful transmittal of the page (fully downloaded) to the user's browser.
Paid Media - Media placement that is bought, such as display ads or PPC advertising.
Persistent ID Targeting - Used for “people-based” targeting and tracking by assigning users (that login into an app or network) an ID that follows users throughout browsing, and across device – based on data collected, marketers can target individual users regardless of what device they are using.
Pixel - Ad Creative Pixel: A beacon that is embedded into an ad tag which communicates with a browser to track whether a user has viewed the ad. Conversion Pixel: A beacon that transmits to a third-party that a user has completed the desired action of the ad.
Pop-up Ad - Ads that pop-up in a separate window from the browser. This type of ads has been depreciated over the years due to negative user feedback and the rise of pop-up blockers within browsers.
Premium Inventory - Ad space inventory that is of high interest or in demand by advertisers on publisher's site.
Private Marketplace (PMP) - An invitation-only marketplace that gives buyers exclusive access to premium publisher inventory while using automated buying methods to purchase inventory, faster, thus eliminating the RFP and negotiation processes.
Product-related Segmentation - Segmenting the audience based on usage of product. For example, users are either light or heavy users of the product.
Programmatic Media Buying - Algorithmic, software-based bidding on inventory to show a single ad, to one consumer, in one specific context. (As opposed to buying that involves RFPs, vendor negotiations, and manual insertion orders)
Programmatic Direct - Programmatic buys for guaranteed, future media.
Psychographic Segmentation - Market segmentation strategy whereby the intended audience for a given product is divided according to social class, lifestyle, or personality characteristics. Similar attitudes, values, and lifestyles.
Publisher - An individual or organization that prepares, issues, and disseminates content for public consumption.
Purchase-based Targeting - Targets users based on products they've purchased.


Reporting - Collecting data to see progress in a campaign.
Reach - Percentage of the target audience exposed to a message at least one time.
Real-time Bidding - The buying and selling of impressions through real-time auctions via ad exchanges or SSPs.
Remnant Inventory - Advertising space that a publisher has been unable to sell.
Responsive Design - A style of web design in which the code allows the layout to adjust to the possible different screen sizes the users may view it on such as desktop, smartphone, or tablet.
Revenue Sharing - Sharing of revenue by two unrelated parties due to a business arrangement or other reasons.
Retargeting - To use cookie-based-technology (that follows users across the Web) to serve ads to people who have previously visited your site.
Rich Media - Advertisements with which users can interact (as opposed to solely animation) in a web page format.
Road Block - A method by which an advertiser can "own" a web page or section by purchasing the impressions inventory for a set time period so that only their advertisement will appear to visitors each time, or the first time that they visit a specific site or section of a web site.
Return On Advertising Spend (ROAS) - A measurement used to calculate the monetary success, using Revenue as key variable. [(Revenue/Spend) x 100]
Return On Investment ROI - A measurement used to calculate the monetary success of campaign, using Profits as key variable. [(Profit/Cost) x 100]


Search Engine Marketing (SEM) - Form of digital marketing that promotes by increasing exposure in Search Engine result pages. This includes Search Engine Optimization and directory submissions, as well as paid submission programs like AdWords.
Search Engine Optimization (SEO) - Modifying web pages and web sites so that they rank as highly as possible in search results with the objective of attracting traffic from web searchers looking for vendors, solutions, products or services. This is achieved through thematic page design, consistent HTML tagging, linking strategies and focusing content on core keywords.
Skyscraper - IAB defined banner ads that are 120 by 600 or 160 by 600 pixels.
Survey-based Targeting - Target users based on their responses to consumer survey questions (e.g., MRI).


Tag - HTML that describes the webpage and helps search engines in categorizing that page appropriately.
Technographic Targeting - Target users by connection speed, operating system, browser type, etc.
Trading Desk - A Trading Desk is the programmatic buying arm of an agency holding company, an independent company, or internal team of an agency that aggregates programmatic, auction-based inventory across various DSPs and ad exchanges. Recently, many organizations traditionally referred to as trading desks are now eschewing the term due to a trading desk’s frequent association with high margins and a lack of transparency.


Web Beacon - A tiny graphic image that surveys a user's Web activity, also known as a "tracking pixel". A Web beacon is often contained in a 1X1-pixel graphic image found within an email or a website and is designed to track the Internet activity of a targeted user.
Webinar - A combination of various multimedia components used to relay information in real-time to consumers.


Yield Optimization - A tiny graphic image that surveys a user's Web activity. A Web beacon is often contained in a 1X1-pixel graphic image found within an email or a website as is designed to track the Internet activity of a targeted user.

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Digital advertising terms don't have to be overwhelming. Check out our digital glossary to quickly look-up important definitions.

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