DIGITAL MARKETING GLOSSARY

Terminology	Definition
Ad-supported video-on-demand (AVOD)	These services include free platforms like YouTube as well as those like Hulu, which charge a subscription fee in addition to serving ads.
Addressable TV	Targeted TV ads delivered on a home-by-home basis via cable, satellite, and telco boxes. It includes both linear and video-on-demand (VOD) delivered in this way but excludes connected TV and OTT.
Advanced TV	Television paired with technology that allows for new features, components, or uses. Addressable, programmatic, OTT, and interactive are all subsets of advanced TV.
Affiliate Advertising	Affiliate marketing is an advertising model in which a company compensates third-party publishers to generate traffic or leads to the company's products and services. The third-party publishers are affiliates, and the commission fee incentivizes them to find ways to promote the company.
Affinity or Behavioral Audience	An audience of users that share similar interests, traits, online & offline activities or users with a specific combination of behaivoral, demographical or geographic traits. Audience segments can be broadly defined (pet owners) or very specific (organic food purchasing mothers of children aged 8-12).
Alt Attribute (Alt Text)	HTML code that provides information about images and is displayed if a website image cannot be displayed. It is used by search engines and screen readers (for blind and visually-impaired people) to understand the contents of an image.
Anchor Text	The clickable word or words of a link. This text is intended to provide contextual information to people and search engines about what the webpage or website being linked to is about.
Assisted Conversion	As a user is moved through a conversion funnel - awareness, consideration, conversion - they are likely to see your advertisement multiple times and across multiple channels. While standard attribution models use a last-touch model to determine who to credit with a conversion, advanced attribution considers user engagement with the ad/website and how recently (from the time of conversion) ads were shown to a user.
Attribution	Attribution allows advertisers & publishers to determine the source(s) of a conversion. Using attribution models, an advertiser can define a time-frame that they will credit a publisher, partner or media channel (connected TV, search, etc) with a conversion, once they have shown an ad (view-through conversion) or a user has clicked on an ad (click-through conversion). Cross-channel or multi-touch attribution allows advertisers that work with multiple partners/channels to understand how each partner/channel impacts campaign performance, especially for conversions that have a longer consideration period.
Audience Segment	A group of users that share a defined attribute (eg pet owners, college graduates), have taken similar actions that are considered valuable to an advertiser (eg frequent purchasers, dormant users, recently searched for travel), or personal information provided during registration.
Audience Targeting	Targeting a segment or group of internet users who share a common attribute or characteristic. An audience segment can be built from users who have visited a website/page, have taken similar actions on a page (ie clicked a button or submitted information), frequently visit a cateogry of websites, purchase behaivor, information shared through registration or any other online action taken by users.
Automated Bidding	A bid strategy that automatically sets bids for your ads based on that ad's likelihood to result in a click or conversion. Each type of automated bid strategy is designed to help you achieve a specific goal for your business.
Automatic Content Recognition (ACR)	Technology that tracks what people watch on internet-enabled TVs. Marketers use this data to measure which programs and ads viewers see.
Banner Ads	Digital ads that are typically image-based.
Bid Adjustment/Bid Modifier	A percentage increase or decrease in your bids. A bid adjustment allows you to show your ads more or less frequently based on where, when, and how people search.
Bounce Rate	A bounce is a single-page session on your site. In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session. Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server. These single-page sessions have a session duration of 0 seconds since there are no subsequent hits after the first one that would let Analytics calculate the length of the session.
Branded Keyword	When a user's query includes an exact match, or variation, of a specific company or brand name.
Breadcrumb	A navigational element that helps users easily figure out where they are within a website.
Broadband-Only	A household with at least one operable TV/monitor that receives video exclusively through a broadband internet connection instead of traditional means (over-the-air, wired cable, telco, satellite).
Broken Link	A link that leads to a 404 not found. Typically, a link becomes broken when: A website goes offline. A webpage is removed without implementing a redirect. The destination URL is changed without implementing a redirect.
Cache	A technology that temporarily stores web content, such as images, to reduce future page loading times.
Cached Page	A snapshot of a webpage as it appeared when a search engine last crawled it.
Campaign	An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication.
Canonical URL	An HTML code element that specifies a preferred website URL, when multiple URLs have the same or similar content, to reduce duplicate content.
Click Bait	Content that is designed to entice people to click, typically by overpromising or being intentionally misleading in headlines, so publishers can earn advertising revenue.
Click bidding strategy	Maximize clicks: Definition An automated bid strategy that automatically sets your bids to help get as many clicks as possible within your budget.
Click-Through Conversion	A conversion that happens after a user has clicked on your ad but does not convert immediately (they return to purchase at a later date or time). Click-through conversions are defined by the advertiser and typically have much longer time frames defined. The industry standard for click-through conversions is 30-days.
Click-Through Rate (CTR)	The average rate (%) of clicks to imrpessions served. The CTR is a great way to understand how compelling your campaign's creatives are to potential customers when shown an ad. If you serve 1,000 impressions and 50 people click on it, your CTR = 5%.
Cloaking	Showing different content or URLs to people and search engines. A violation of Google's Webmaster Guidelines.
CMS	Stands for Content Management System. A web-based application that lets people create, upload, and manage digital assets.
Co-Citation	How frequently two websites (or webpages) are mentioned together by a third-party website, even if those first two items don't link to (or reference) each other. This is a way search engines can establish subject similarity.
Connected TV (CTV)	A TV set connected to the internet through built-in capabilities or through another device such as a Blu-ray player, game console, or set-top box (e.g., Apple TV, Google Chromecast, Roku).
Contextual Targeting	Targeting users based on the content of the website they are visiting. Contextual targeting can be at a category level (a user visiting a local tourism website is served an airline ad) or using specific words on the page the user isivisiting (the user is visiting a hawaii travel guide and is shown an ad for flights to hawaii). Contextual targeting can have undesireable outcomes around tragic news articles. In March 2020, a cruise ship was held off shore for weeks due to a COVID-19 outbreak. Next to an article about this, a carnival cruise ad was displayed as the content matched contextually. However, most advertisers do not want their ads appearing next to this type of content. This makes negative keyword targeting important for contextually targeted campaigns.
Contextual Targeting	The process that matches ads to relevant sites in the Display Network using your keywords or topics, among other factors.
Conversion	A conversion is reflective of what an advertiser or publisher's goal(s) for users who visit their website. Traditionally, a conversion happens when a user makes a purchase or becomes a customer. Modern tracking technology allows publishers & advertisers to define multiple goals through events.
Conversion Rate (CR)	Conversion rate can be calculated using imrpessions (conversions/impressions) or clicks (conversions/clicks). Calculating a CR using impressions shows a top-level metric across your campaign. More commonly, CR is calculated from the users who have clicked on your creative as this measures the impact of your landing page/website experience. A campaign with a high CTR and low CR indicates that your creatives are compelling but the user-experience, once they arrive to your website/landing page, may need to be modified. This is usually an unclear call-to-action or that users are being driven to the wrong place on your website. In this example, calcuating CR using impressions to conversions, may lead to incorrect evaluation of inventory partnerships rather than focusing on the user experience.
Cord-cutter	Someone who once had but then canceled a pay TV service.
Cord-never	Someone who never subscribed to pay TV in the first place.
Cord-trimmer	Someone who cut back on their pay TV service level but still subscribes.
Cost Per Action (CPA)	Cost per action is a digital media buying model where the advertiser only pays when the user performs a pre-defined action. Typical actions include purchases, installs, leads, trials, newsletter signup, video views, downloads, or time spent on their website. Higher paying CPA campaigns generally involve more elaborate (multiple page lead forms) or submitting personal information (credit card applications).
Cost Per Click (CPC)	Cost per click is a digital media buying model where the advertiser pays a publisher when the user clicks on their ad. CPC campaigns will typically be slightly deprioritized against CPM campaigns, by algorithms & publishers, as they are not gauranteed to be paid for that impression.
Cost Per Completed View	A bidding method for video campaigns where you pay for a view. A view is counted when a viewer watches 30 seconds of your video ad (or the duration if it's shorter than 30 seconds) or interacts with the ad, whichever comes first. Video interactions include clicks on the call-to-action overlays (CTAs), cards, and companion banners. You set CPV bids to tell Google the maximum amount you're willing to pay for each view.
Cost Per Mille (CPM)	Cost per 1,000 impressions - CPM is the standard metric for measuring digital marketing cost. When discussing digital media rates, the price is the cost of 1,000 impressions, rather than a single impression. CPM rates vary significantly between channels, platforms, publishers and can fluctuate due to factors such as seasonality, auction based competition, session-depth/frequency, and percieved audience value.
Cost Per View (CPV)	The price for one video play when a predefined minimum video viewing time is reached. Other possible billing models for videos include Cost Per Completed View (CPCV; paid only when the video is viewed through to completion) and Cost Per Video Viewability (CPVV, paid only if the video is visible; the IAB standard is 50% of the number of pixels visible for at least 2 consecutive seconds).
Crawl Error	Crawl errors occur when a search engine tries to reach a page on your website but fails at it. Crawling is the process where a search engine tries to visit every page of your website via a bot.
Crawler	A program search engines use to crawl the web. Bots visit webpages to collect information and add or update a search engine's index. Also known as: Bot, Spider, Web Crawler
Crawling	Crawling is the process where a search engine tries to visit every page of your website via a bot.
Creative	A creative is the ad served to users on a webpage, app, or other digital environment. Creatives can be images, videos, audio, and other formats that get delivered to users.
CTA or Call to Action	A call to action (CTA) is a marketing term that refers to the next step a marketer wants its audience or reader to take.
Custom Audience Segments
Customer Lifetime Value (CLV)	Customer lifetime value refers to a marketer's prediction of the net profit attributed to an entire future of a customer relationship. Marketers use the prediction model which can include examining data and information to sophisticated predictive analytics techniques use. The CLV can be complex, sophisticated, and accurate.
De-index	When Google removes a website or webpage, either temporarily or permanently, from search results, specifically its search index. Google provides a Remove URLs tool in the Search Console for voluntary cases; however, a website may also be de-indexed as punishment for violating Google's Webmaster Guidelines, in the form of a manual action.
Dead-End Page	A webpage that links to no other webpages. So called because once a user or bot arrives on this page, there is no place to move forward.
Deal ID	A deal id is a number that is assigned to a specific private marketplace. This number allows a DSP to access an SSPs specific inventory pool of inventory.
Demand Generation	Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company's products and/or services.
Demographic Targeting	Targeting users based on their gender, age, income, education and parental status.
Deterministic Audience	A segment of users built using data that is known to be true, based on information they have provided directly. Typically this is provided through registration, surveys, contests, or purchases where a user enters their name, address, zip code, phone number, credit card, etc.
Deterministic Audience Data	Audience data that is known to be true or specifically defined to a specific action a user took. For example, when a customer makes an online purchase and inputs information such as name, address, zip code, phone number, credit card number, etc.
Digital Marketing	utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.
Digital Marketing Channels
Display Advertising	Digital display advertising is graphic advertising on Internet websites, apps or social media through banners or other advertising formats made of text, images, flash, video, and audio. The main purpose of display advertising is to deliver general advertisements and brand messages to site visitors.
Do-follow	A link that doesn't use the nofollow attribute. In other words, a link.
Domain Authority	The overall strength of a website, built up over time, which can help a new page rank well quickly, even before that content has earned links or engagement. A score, between 0-100, SEO software company Moz uses to predict the ability of a website to rank in search results.
Duplicate Content	When a significant amount of content contained on one webpage matches, or is incredibly similar to, content that exists elsewhere on the same website or a completely different website.
Dwell Time	The amount of time that elapses between when a user clicks on a search result and then returns to the SERP from a website. Short dwell time (e.g., less than 5 seconds) can be an indicator of low-quality content to search engines.
Dynamic Creative Retargeting	A retargeting tactic that automates creatives based on a users past behaivors. This includes using a product images from abandoned shopping carts to remind the user to complete their purchase or the user's locaton to show creatives that include the product.
Dynamic Creatives	Responsive ads automatically adjust their size, appearance, and format to fit available ad spaces. So a single responsive ad may appear as a small text ad in one place and a large image ad in another.
eCPM	effective CPM - a standardized metric used to compare digital inventory purchased or sold with various buying models - impressions/CPM, clicks/CPC, actions/CPA (eg video views, leads, conversions, installs). Publishers use the effective CPM to calculate the value of their inventory and advertisers can use their eCPM to measure performance, across all buying models.
Enabled Smart TV	A household with at least one television set that is capable and enabled to access the internet.
Engagement Metrics	Methods to measure how users are interact with webpages and content. Examples of engagement metrics include: Click-through rate Conversion rate Bounce rate Time on page/site New vs. returning visitors Frequency and recency Dwell time
Engagement Rate	The percentage of users that perform some action on your website, ad or social post (eg scroll, click n100% of a vidnnmnbnmnnmbv eo). Engagement is loosely defined and a highly customized metric, based on the service provided or aligned with the campaign's goals.
Exit Rate	To understand the difference between Exit Rate and Bounce Rate for a particular page, keep the following points in mind: For all pageviews to the page, Exit Rate is the percentage that were the last in the session. For all sessions that start with the page, Bounce Rate is the percentage that were the only one of the session. Bounce Rate for a page is based only on sessions that start with that page.
Featured Snippet	Featured snippets are selected search results that are featured on top of Google's organic results below the ads in a box. Featured snippets aim at answering the user's question right away (hence their other well-known name, answer boxes). Being featured means getting additional brand exposure in search results.
Findability	How easily the content on a website can be discovered, both internally (by users) and externally (by search engines).
First Party Audience	Audience segments that are defined using an advertiser or publisher's data gathered through actions on their website or physical store/office. Publishers can segment their users based on frequently browsed content or purchases. Advertisers can build audiences to tailor their messaging based on where the user is in the conversion funnel or how they interacted with their creatives or website.
First Price Auction	A type of auction where bidders pay the price that they enter into the auction.
Floor Price	The lowest price that a publisher allows their inventory to sell for. Floor prices are set within a publisher's SSP platforms.
Footer Link	Links that appear in the bottom section (or footer) of a website.
Frequency	The number of times a user is exposed to your advertisement. For publishers, freqnecy at a user level can also be called session-depth. Frequency caps can control how many times a user can be shown your ad. Many platforms allow frequency to be controlled at the campaign or creative level and set in increments of minutes to the lifetime of your campaign.
Frequency Cap	A tool to control how often users are exposed to your campaign messaging. Without using an ad server, controlling frequency across platforms and channels requires can be difficult to impossible to execute.
Google - Ad group	An ad group contains one or more ads that share similar targets. A campaigns is made up of one or more ad groups. Ad groups are used to organize your ads by a common theme. How accounts are structured
Google - Display URL	Display URLs give people an idea of where they'll arrive after they click an ad. The landing page that you define with a final URL tends to be more specific. For example, if your display URL is www.example.com, your final URL might be example.com/sweaters.
Google - Final URL	The URL address of the page in your website that people reach when they click your ad.
Google Hummingbird	Hummingbird is the codename given to a significant algorithm change in Google Search in 2013. Its name was derived from the speed and accuracy of the hummingbird. The change was announced on September 26, 2013, having already been in use for a month.
Google Panda Algorithm	Google Panda is a major change to Google's search results ranking algorithm that was first released in February 2011. The change aimed to lower the rank of "low-quality sites" or "thin sites", in particular "content farms", and return higher-quality sites near the top of the search results.
Google Penguin Algorithm	a Google algorithm update that was first announced on April 24, 2012. The update was aimed at decreasing search engine rankings of websites that violate Google's Webmaster Guidelines[2] by using now declared Grey Hat SEM techniques involved in increasing artificially the ranking of a webpage by manipulating the number of links pointing to the page. Such tactics are commonly described as link schemes.
Google RankBrain	RankBrain is a machine learning-based search engine algorithm, the use of which was confirmed by Google on 26 October 2015. It helps Google to process search results and provide more relevant search results for users.
Google Sandbox	A theorized and debated (but never confirmed by Google) "waiting period" that prevents new websites from seeing the full benefit of their optimization efforts. Typically, this effect is witnessed most often with new sites targeting competitive keywords and can only be overcome when the site gains enough authority.
Google Search Console	Google Search Console is a web service by Google which allows webmasters to check indexing status and optimize visibility of their websites. Until 20 May 2015, the service was called Google Webmaster Tools. In January 2018, Google introduced a new version of the search console, with changes to the user interface.
Google Trends	A website where you can explore data visualizations on the latest search trends, stories, and topics.
Google Webmaster Guidelines	Google's guidance on good website optimization practices, as well as "illicit" practices that can result in manual action. Make unique, valuable, and engaging websites and webpages for users, not search engines. Avoid tricks and techniques that deceive users and are intended only to improve search rankings.
Heading	Heading tags (H1-H6) separate content into sections, based on importance, with H1 being the most important and H6 being the least important. Headline tags should be used naturally and should incorporate your target keywords where relevant, as doing so may provide a small SEO benefit.
Headline	An H1 tag.
Hidden Text	Any text displayed in such a way as to be invisible or unreadable and used to manipulate search rankings by loading webpages with content-rich keywords and copy. Hidden text is most commonly achieved by setting the font colour to the same colour as the background, rendering the text invisible unless the user highlights it. This technique violates Google's Webmaster Guidelines and can lead to being blacklisted in search results.
Impressions	An impression is a digital ad that was served to a user. If you visit a website and see 3 ads, the publisher will count 3 impressions.
In-Market	Users who are currently shopping for a product or service.
Inferred Audience	A segment of users that was built using models that indicate they are highly likely to have a specific trait or interest, not specifically indicated by the user. Online activities are analyzed to create profiles that are matched against typical traits shared by users with a defined attribute (example: a user who watches puppy training videos, shops for dog food, frequently visits dog parks is inferred to be a dog owner) or performed similar actions as their customers (example: a user who visited multiple car dealership websites and searched how to register a vehicle is likely in-market for auto insurance).
Inferred Audience Data	Audience segments built around a user's digital footprint, systematically generated based on search histories, content consumption, purchases, and social media activity. These audiences use machine learning to create a profile of a user based on demographics and interests of other users who have similar online activity.
Internet Connected Device	Devices connected to the TV that are used to stream content such as Apple TV, Roku, Google Chromecast, Amazon Fire TV, Smartphone, Computer/Laptops, etc. It is inclusive of Smart TV apps when used to represent device usage.
Internet Enabled TV-Connected Device	A category of devices capable and enabled to access the internet through the television. Devices would include internet enabled Smart TVs, video game consoles and internet connected devices.
Keyword Cannibalization	A type of self-competition that occurs when multiple pages from one website rank for the same query on a SERP. This can result in a lower CTR, diminished authority, and lower conversion rates than from having one consolidated webpage that ranks well. https://www.searchenginejournal.com/keyword-cannibalization-and-how-to-handle-it/8084/
Keyword Density	How often a word or phrase appears within the content of a webpage. At best, this unproven concept is outdated, if ever really mattered to search engines. There is no ideal percentage that will help a webpage rank better. Keyword density refers to the number of times/percentage a keyword appears on a webpage compared to the total word count of the page.
Keyword Stuffing	Adding irrelevant keywords, or repeating keywords beyond what is natural, to a webpage in the hopes of increasing search rankings. This spam tactic is against Google's Webmaster Guidelines and can result
Keywords	Words or phrases describing your product or service that users enter into seach queires to find your page. This can be implemented within the copy of your site for search engine optimization or bid on through pay per click campaigns. The keywords you choose are used to show your ads to people. When someone searches for something, ads appear based on the similarity of keywords to the person's search terms, as well as your keyword match types. Keywords are also used to match with search ads to sites that are related to the keywords in a users search query.
KPI	Stands for key performance indicator. A measurement method businesses use to gauge whether marketing and business objectives, targets, and goals are being reached.
Landing Page	Any webpage that a visitor can navigate to. A standalone webpage that is designed to capture leads or generate conversions.
Landing Page	The webpage where people end up after they click your ad. The URL of this page is usually the same as your ad's final URL.
Lead	In a sales context, a lead refers to contact with a potential customer. In digital marketing, a lead is typically generated through a user submitting a form with their e-mail address or phone number, to obtain more information about your product or service.
Linear Platforms	Represent a combination of both traditional television and radio media platforms
Linear TV	Television programming distributed through cable, satellite, or broadcast networks; includes VOD.
Link Farm	When a group of websites link to each other, usually using automated programs, in the hopes of artificially increasing search rankings. A spam tactic.
Link Velocity	How quickly (or slowly) a website accumulates links. A sudden increase in link velocity could potentially be a sign of spamming, or could be due to viral marketing or doing something newsworthy (either intentionally or unintentionally).
Live Streaming	Livestreaming refers to online streaming media simultaneously recorded and broadcast in real-time. It is often referred to simply as streaming, but this abbreviated term is ambiguous because "streaming" may refer to any media delivered and played back simultaneously without requiring a completely downloaded file.
Location Targeting	Location targeting lets you select specific locations where you want your ad to be shown. Using location targeting you can show ads to people who are in, regularly visit, or who've shown interest in targeted locations. For example, if you own a bakery in Paris and choose Paris as a targeted location, your ads can show to people located or regularly in Paris, or to people who have expressed interest in Paris bakeries (now or in the past). Location targeting is based on a variety of signals, including users' settings, devices, and other digital-out-of-home technology.
Long-Tail Keyword	Highly specific multiple-word terms that often demonstrate higher purchase intent. Less popular keywords that have low search volume that are usually easier to rank for.
Look-A-Like Audience	An audience of users that is built using machine learning to find users that have similar attributes or online behaivor as a seed audience of users identified as valuable, such as current customers.
Meta Description	A tag that can be added to the "head section of an HTML document. It acts as a description of a webpage's content. This content isn't used in ranking algorithms, but is often displayed as the "snippet that appears in the search results. Accurate and engaging descriptions can increase organic click-through rate.
Meta Keywords	A tag that can be added to the "head section of an HTML document. Adding a bunch of keywords here won't help you rank – search engine algorithms have ignored this tag for ranking purposes for years due to abuse (in the form of keyword stuffing).
Multichannel video programming distributor (MVPD)	A service provider that delivers programming over cable, satellite, or wireline or wireless networks.
Native Ads	Native ads take on the format or tone of the website they show on, with the goal of a seamless user experience. Responsive ads may show in image or text formats. They automatically take on qualities of the publisher's website, without any additional work on the advertiser's part.
New Users	Users who visit your site for the first time.
Off-Page SEO	Demand generation and brand awareness activities that take place outside of a website. In addition to link building, promotion tactics can include social media marketing, content marketing, email marketing, influencer marketing, and even offline marketing channels (e.g., TV, radio, billboards).
On-Page SEO	These activities all take place within a website. In addition to publishing relevant, high-quality content, on-page SEO includes optimizing HTML code (e.g., title tags, meta tags), information architecture, website navigation, and URL structure.
open RTB or Open Auction	An automated environment where digital media inventory is bought and sold in an auction between DSPs (advertisers) and SSPs (publishers).
Organic Search	The natural, or unpaid, listings that appear on a SERP. Organic search results, which are analyzed and ranked by algorithms, are designed to give users the most relevant result based on their query.
Organic Search Traffic	Organic search traffic refers to a traffic source to a website that results from non-paid search engine results. Google and other search engines use various factors to rank websites for search engine results. Ranking factors include organic SEO. Organic SEO includes content marketing, blogging, press releases, reviews, social media, and backlinks.
Orphan Page	Any webpage that is not linked to by any other pages on that website.
Outbound Link	A link that directs visitors to a page on a different website than the one they are currently on.
Over-the-Air	A mode of television content delivery that does not involve satellite transmission or cable (i.e.—a paid service). Also commonly referred to as "broadcast."
Over-the-top (OTT)	Any app or website that provides streaming video content over the internet and bypasses traditional distribution; examples include HBO Now, Hulu, Netflix, and YouTube. Traditional distribution includes internet protocol TV (IPTV), cable, satellite, wireless carriers and fiber operators, multiple system operators (MSOs), MVPDs, and major TV broadcast and cable networks.
Page Speed	The amount of time it takes for a webpage to completely load. Page speed is ranking factor.
PageRank	According to Google: PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link to a page on your site from another site adds to your site's PageRank. Not all links are equal. The algorithm was named after Google co-founder Larry Page. http://ilpubs.stanford.edu:8090/422/1/1999-66.pdf
Pageview	A website page is loaded in a browser.
Paid Search	Pay-per-click advertisements that appear above (and often below) the organic results on search engines.
Pay TV	A service that requires a subscription to a traditional pay TV provider; excludes IPTV and pure-play digital video services (e.g., Hulu, Netflix, YouTube, Sling TV, etc.). Traditional pay TV providers include cable, satellite, telco, and fiber operators, MSOs, MVPDs, and major TV broadcast and cable networks.
Position	Position refers to the Google search results placement. The position is where a site is positioned in the search pages results for a specific query. Featured Snippet: When Google pulls informative content from a webpage to feature it in its search pages. Featured snippets are summarized information on a query. First Page: When a site ranks on the first page of the Google search results. Map Pack: Map pack is a map knowledge that includes the first three results of local businesses for a query.
Post-Click Engagement	Important metric for performance marketers to optimize campaigns. KPIs such as click rates (on the landing page) or time on site of existing users are analyzed in order to bid on new users who are likely to show the highest engagement.
PPC Advertising	In Pay Per Click (PPC) advertising, the advertiser pays a fee every time there is a click on their ad. The cost of the click is determined by how many clicks occur within the designated time frame and budget of the advertising campaign. If an ad is only clicked a few times, then the cost per click will be higher. For example, let's say an advertiser runs an ad campaign for a week, with a set budget of $50. If the ad is clicked 10 times, then the cost per click is $5. If that ad is clicked 100 times, then the cost per click is $0.50.
Preferred Deal or Invite-only auction	A type of programmatic deal that allows an advertiser to purchase inventory from a publisher or DSP at a negotiated flat rate. This type of deal typically still competes for inventory with the open auction but buyers only pay the rate that they agreed upon.
Private Marketplace (PMP)	Groups of ads curated by a publisher or SSP based on demographic target, content category, performance, and more. A deal id is then assigned to the group which allows it to be identified and purchased programmatical through a DSP. PMPs are separate from, and more controlled than, an open auction. There are three types of PMP deals as recognized by the International Advertising Beauru (IAB): Unreserved Fixed Rate (UFR), Invite-only Auction (IOA), or Automated Guaranteed (AG).
Programmatic Advertising	The automated sale and purchase of online ad impressions, based on software that enacts real-time bidding (RTB) on behalf of advertisers and publishers. Programmatic advertising uses data about online consumer activity to optimize ad campaigns in real time. Programmatic advertising integrates two platforms: Supply side platform (SSP) – used by publishers Demand side platform (DSP) – used by advertisers The DSP sends bids to the SSP on behalf of the advertiser for the purchase of online ad impressions. The SSP selects the most suitable bid, based on available inventory of ad space that is submitted by publishers. This complex transaction, which results in an ad impression, happens in a fraction of a second, based on the past online behavior of the person viewing the web page.
Programmatic Guaranteed or Automated Guaranteed	A type of private marketplace deal where a buyer commits to buying a specific number of impressions at a flat CPM rate, directly from a publisher through automated platforms. This ensures that a buyer can fill their media buys without worrying about inventory availablity and fluctuating inventory costs within a bidded environment. Programmatic guaranteed deals are similar to traditionally sold direct campaigns and take prioritity over other PMP and open exchange bidders.
Programmatic TV	The use of software platforms to automate the buying or selling of TV advertising distributed through cable, satellite, or broadcast networks.
Proximitiy Targeting	Targeting users based on where they are, where they have been or frequently are, within a defined radius. Advertisers can target proximity within a zip code/address, category of locations (eg gas stations, camping sites) or chain/specific location (eg Shell gas stations, Yosemite National Park).
Quality Score	Quality score refers to a Google AdWords' rating specific to the quality and relevance of a PPC keywords in a campaign. Google scores on the content/ad copy, the landing page quality and relevance, and the expected click-through rate. Marketers benefit from a high-quality score as it helps in ad auctions, meaning a high score can result in a higher ad ranking in the search results and lower campaign costs.
Query	The word, words, or phrase that a user enters into a search engine.
Query	The word, words, or phrase that a user enters into a search engine.
Reach	The number of people who have been exposed to your brand through a digital marketing campaign.
Referral Traffic	Referral Traffic refers to a marketing method of leveraging customers, partners, or employees. Entrepreneurs, consumers, customers, and partners are referred to a personal and professional network to promote or engage with a product or service. Referral marketing is a trusted marketing strategy, and it involves encouraging and rewarding customers to recommend products and services from consumer and B2B brands.
Referrer	URL data that identifies the source of a user's webpage request.
Relevance	A way search engines measure how closely connected the content of a webpage is aligned to match the context of a search query.
Remarketing	Remarketing is a feature that lets you customize your advertising campaign for people who have previously visited your site, and tailor your ads (using dynamic remarketing) to these visitors when they browse the web and use apps.
Retargeting Audience	Also called Remarketing Audience, an audience segment that is made of a brand's customers or website visitors that is used to drive potential customers through the sales funnel or re-engage exisiting customers. Retargeting audiences can be used for sequential messaging or targeting users across channels. For example, showing display banner creatives to users who have viewed a connected TV video ad.
robots.txt	The Robots Exclusion Protocol (or Standard) is a text file, accessible at the root of a website, that tells search engine crawlers which areas of a website should be ignored. Robots.txt refers to a text file stored on a web site's server that communicates to search crawlers. Indexing robots (crawlers) are told what files and folders can be viewed and files and folders that the webmaster restricts from viewing. Robots.txt can keep a webmaster's indexed pages limited to pages they wish.
Schema	A form of microdata which, once added to a webpage, creates an enhanced description (commonly known as a rich snippet), which appears in search results.
Search Advertising	Search advertising is the promotion of ads on search engine listings or on the sidebar of search engine results pages (also known as SERPs). Search advertising is a very popular channel, largely due to the sheer volume of traffic seen by SERPs. It was estimated that there were 1.2 trillion searches on Google in 2017. When a person uses a search engine, they are actively looking for something – whether it be a product to buy, a service, or information. Search ads are regarded as extremely effective as they reach users when they are actively engaged with a search query, which means they are more likely to click and convert. Search ads are available on all search engines, such as Google. Bing, Yahoo and others.
Search Engine Marketing (SEM)	An umbrella term for increasing a website's visibility in search engine results pages, encompassing both paid and organic activities.
Search Engine Optimization (SEO)	The process of optimizing a website – as well as all the content on that website – so it will appear in prominent positions in the organic results of search engines. SEO requires an understanding of how search engines work, what people search for (i.e., keywords and keyphrases), and why people search (intent). Successful SEO makes a site appealing to users and search engines. It is a combination of technical (on-page SEO) and marketing (off-page SEO).
Search Engine Results Page (SERP)	The page search engines display to users after conducting a search. Typically, search engines show about 10 organic search results, sorted by relevance.
Second Party Audience	Audience data that is purchased directly from the company that collected it - a direct relationship rather than purchasing audience segments through a provider. Users identified by both parties are matched using a DMP. 2nd party audiences are a way to enhance your first party data with attributes that cannot be determined through your own website for targeting or customer insights.
Second Price Auction	The winner of the bidding contest for an ad impression pays one cent more than the next highest bidder. This is the same type of auction as bidding on items on ebay.com; buyers enter their max bid and the impression is sold for $0.01 above the next highest bid price.
Sequential Messaging	Creative messaging to a group of users who have already seen or heard another ad for your brand. Sequential messaging is executed by creating an audience segment of users who have been served an ad and retargeting those users with your second message.
Sessions	The period of time a user is active on your site or app. By default, if a user is inactive for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session.
Share of Voice	The percentage of imrpessions a brand recieves, relative to their competitors or other advertiers. In search, this is related to specific search terms or categories. In display advertising, share of voice is typically specific to a specific publisher's inventory or audience.
Smart TV	A TV with built-in internet capability.
Social Media Advertising	Digital marketing focused on targeting or buying on social media platforms.
Subscription video-on-demand (SVOD)	These services generate revenues through selling subscriptions to consumers. Examples include Netflix, Disney+, and Amazon Prime Video.
Target CPA bidding strategy	An automated bid strategy that sets bids to help get as many conversions as possible at the target cost-per-action (CPA) you set.
Third Party Audience	Third-party data is any information collected by an entity that does not have a direct relationship with the user the data is being collected on. Often times, third-party data is collected from a variety of websites and platforms and is then aggregated together by a third-party data provider such as a DMP.
Time on Page	The amount of time that a user spends on a website.
Total Multichannel	Inclusive of Traditional Cable Plus (Wired Cable, Telco, Satellite) as well as homes that subscribe to a vMVPD service.
Total Use of Television	The sum of Live+Time shifted TV, DVD/Blu-ray device, Game Console, and Internet Connected Device usage. Combining all these sources provides the total usage on the television screen.
Traditional Cable	Group of TV subscription services that include wired cable, satellite or telco providers.
Traffic	The number of people and ads that are on your website.
TrustRank	An analysis to rank websites based on the quality of their content.
TV Everywhere (TVE)	A streaming service operated by a TV, cable, or satellite network—or by an MVPD—that requires users to authenticate their pay TV subscriptions to access the content.
TV Household	A home with at least one operable TV/monitor with the ability to deliver video via traditional means of antennae, cable STB or Satellite receiver and/or with a broadband connection.
Upfront	Digital video ad spending committed in advance, including spending resulting from the TV upfronts events, the Interactive Advertising Bureau (IAB) Digital Content NewFronts, and other meetings throughout the year.
Usability	How easy it is for people to use your website. Site design, browser compatibility, disability enhancements, and other factors all play a role in improving usability and making your site accessible for as many people as possible.
User-Generated Content (UGC)	Website content that is posted by visitors. UGC typically includes user uploaded photos, videos, art, comments, discussion forums, and blog posts.
Video Ad-Serving Template (VAST)	VAST stands for Video Ad Serving Template. Simply put, it's an XML script developed by the IAB. The most popular ad standard, VAST creates a communication link between the ad server and the video player.
Video Advertising	VPAID stands for Video Player Ad-Serving Interface Definition. It's an ad template with a focus on delivering inline creatives to video players. VPAID inherits the IAB communication standard for delivery and third-party video players when layered with VAST. Like VAST, the video player must support VPAID standards for ads to be displayed. VPAID places an emphasis on interactivity, and as such, its metrics are considered more accurate and reliable than VAST's.
Video Play Rate	How often your ad's video was played compared to how often the ad was shown. Play rate is a ratio that calculates the number of plays your video ad receives divided by its impressions (the number of times your video ad is shown).
View-Through Conversion	A conversion that happens after a user has seen, but not clicked on, your ad. Advertisers that implement view-through conversion tracking define a time limit for attributing conversions to a source. 7-day view-through periods are typical for digital marketing campaigns.
Virtual multichannel video programming distributor (vMVPD)	An MVPD that delivers service via the internet; interchangeable with linear OTT or skinny bundle.
Virtual Providers (vMVPDs)	Distributors that aggregate linear content licensed from major programming networks and package together in a standalone subscription format and accessible on devices with a broadband connection
Voice Search	A type of voice-activated technology that allows users to speak into a device (usually a smartphone) to ask questions or conduct an online search.
Word Count	The total number of words that appear within the copy of content. Too little (or thin) content can be a signal of low-quality to search engines.