Digital Advertising & Marketing Glossary

A 301 redirect permanently forwards users and search engines from one URL to another, preserving SEO rankings and traffic.

A 302 redirect temporarily forwards users to a different URL without transferring SEO value, used for short-term changes.

AI audience targeting uses artificial intelligence to identify and reach the most relevant audiences for advertising campaigns.

AI conversion rate optimization uses artificial intelligence to improve website or campaign conversion rates automatically.

AI marketing uses artificial intelligence to automate, optimize, and personalize advertising and customer interactions.

AI marketing tools are software solutions that use artificial intelligence to enhance advertising performance and customer targeting.

AI performance marketing applies artificial intelligence to drive measurable results like clicks, conversions, or sales.

AMP is a framework for building fast-loading, mobile-optimized web pages to enhance user experience and ad performance.

Above The Fold refers to the visible area of a webpage before users scroll, where ads or content get maximum exposure.

An ad is paid content designed to promote products, services, or brands across various platforms.

An ad agency is a company that plans, creates, and manages advertising campaigns for businesses.

An ad click occurs when a user actively selects an ad, signaling interest and directing them to a landing page or site.

Ad copy is the written text within an ad, designed to persuade or inform the target audience.

Ad creative refers to the visual and design elements of an advertisement that attract attention and convey the message.

Ad fatigue happens when audiences see the same ad too often, leading to declining engagement.

Ad format refers to the structure or presentation style of an ad, such as banners, video, or native ads.

An ad group is a set of ads within a campaign that share targeting settings and keywords.

An ad impression counts each time an ad is displayed on a user's screen, regardless of interaction.

Ad inventory is the total available space a publisher offers for displaying ads across digital or traditional platforms.

An ad network connects advertisers with publishers by aggregating and selling available ad inventory across websites and apps.

Ad revenue is the income earned by publishers from displaying advertisements on their platforms.

An ad server is technology that delivers, tracks, and manages digital ads across platforms and websites.

Ad spend is the total amount of money invested in running advertising campaigns across platforms.

Ad targeting uses data to deliver ads to specific audiences based on demographics, interests, or behaviors.

Ad Tech refers to the software and tools used to manage, deliver, and optimize digital advertising.

An ad unit is a specific space or format where an advertisement is displayed, such as banners, videos, or native ads.

Ad verification ensures that ads appear in the right context, to the right audience, and meet quality standards.

Ads.txt is a file that publishers use to declare authorized sellers of their digital ad inventory.

Affiliate marketing is a performance-based strategy where partners earn commissions for driving sales or leads.

An agency trading desk is a team within an ad agency that manages programmatic media buying on behalf of clients.

An app install occurs when a user downloads and installs a mobile application, often tracked as a campaign conversion.

Artificial intelligence (AI) is technology that simulates human decision-making to automate tasks and analyze data.

Attribution is the process of identifying which ads or touchpoints contributed to a conversion.

An attribution model defines how credit for conversions is assigned to different marketing touchpoints.

Automated guaranteed is a programmatic buying method that automates direct ad deals with guaranteed inventory and pricing.

B2B marketing targets businesses as customers, promoting products or services for organizational use.

B2C marketing promotes products or services directly to individual consumers.

Banner ads are visual display advertisements placed on websites or apps, typically in rectangular formats.

Banner blindness is when users consciously or subconsciously ignore display ads, reducing ad effectiveness.

Behavioral targeting delivers ads to users based on their online behavior, interests, or browsing history.

A blog is an online platform where individuals or brands publish articles to inform, engage, or promote.

Bottom of the Funnel refers to the final stage in the marketing funnel, where leads are ready to convert into customers

Bounce rate shows the percentage of visitors who leave a website after viewing only one page, signaling engagement or relevance issues.

Bounce rate measures the percentage of visitors who leave a webpage without taking further action.

A brand ambassador is a person who promotes and represents a brand, often leveraging their credibility or influence.

Brand awareness measures how familiar the target audience is with a brand and its offerings.

Brand equity is the perceived value and strength of a brand based on reputation, recognition, and customer experience.

Brand exposure refers to the visibility a brand gains through advertising, content, and public presence.

A brand influencer is an individual who promotes a brand to their audience, leveraging their credibility and online following.

Brand loyalty is the tendency of customers to repeatedly purchase from or support a brand over its competitors.

Brand personality is the set of human-like traits or characteristics associated with a brand.

Brand positioning defines how a brand is perceived in the market relative to competitors.

Brand recall measures how easily consumers can remember a brand when prompted by a product category or need.

Brand recognition is the ability of consumers to identify a brand based on visual or auditory cues.

Brand reputation is the public perception of a brand based on customer experiences, reviews, and media coverage.

Brand safety ensures ads do not appear alongside harmful, inappropriate, or controversial content.

Brand salience reflects how prominently and easily a brand comes to mind in buying situations.

Brand suitability ensures ads appear in environments aligned with a brand’s values, audience, and messaging.

Brand tone is the emotional style or attitude conveyed in a brand’s communication.

A brand value proposition clearly communicates the unique benefits a brand offers to its customers.

Brand voice is the distinct, consistent style of communication a brand uses across all channels.

Breadcrumbs are navigational links showing a user's location within a website’s hierarchy.

A buyer persona is a detailed profile of a brand’s ideal customer, based on research and data.

CAC is the average cost of acquiring a new customer through marketing and sales efforts.

CCPA compliance ensures businesses meet California privacy laws by giving consumers control over their personal data.

A CMS is software that enables users to create, manage, and publish website content without technical expertise.

CPA is the amount an advertiser pays for each successful conversion or customer acquisition.

CPC is the amount advertisers pay for each user click on their ad.

CPL is the cost advertisers pay to generate a qualified lead from their campaign.

CPM is the cost advertisers pay per 1,000 ad impressions.

CPS is a pricing model where advertisers pay only when a sale is generated from their ad.

CPV is the amount advertisers pay each time a video ad is viewed.

CRO improves websites, ads, and funnels to increase the percentage of users who convert.

A CTA, or Call to Action, is a prompt encouraging users to take a specific action, like "Buy Now," "Sign Up," or "Learn More," driving engagement and conversions.

Click-Through Rate, or CTR, shows the percentage of people who clicked on an ad or link compared to those who saw it, indicating content effectiveness.

Conversion rate measures the percentage of users who complete a desired action compared to total visitors or clicks.

Campaign optimization involves improving advertising performance by adjusting targeting, creative, or budget strategies.

A canonical URL indicates the preferred version of a webpage to avoid duplicate content issues in search engines.

Carousel ads allow multiple images or videos within a single ad unit, enabling users to swipe through them.

Cart abandonment rate measures the percentage of users who add items to their cart but leave without purchasing.

ChatGPT is an AI-powered language model that generates human-like text for chatbots, content, and automation.

Churn refers to the rate at which customers stop using a product or service over a given period.

Churn rate is the percentage of customers who stop using a product or service within a specific timeframe.

Closed-loop marketing connects marketing activities to sales data to measure and improve campaign impact.

A contact form is an online tool that allows users to submit inquiries, requests, or information to a business.

Content marketing involves creating valuable, relevant content to attract and engage a target audience.

The content marketing funnel maps content to different buyer journey stages to guide prospects toward conversion.

Content monetization involves generating revenue from digital content through ads, subscriptions, or partnerships.

Content optimization improves digital content to boost visibility, engagement, and conversions.

Content recommendations suggest relevant content to users to increase engagement and time on site.

A conversion occurs when a user completes a desired action, such as making a purchase or filling out a form.

Conversion storytelling uses narrative techniques in ads or content to guide users toward taking action.

Conversion tracking measures user actions like purchases or sign-ups to evaluate campaign performance.

A cookie is a small data file stored in a user’s browser to track preferences, activity, or behavior.

Cookieless refers to advertising and tracking strategies that function without relying on browser cookies.

A creative shop is a specialized team or agency that develops advertising creatives and strategies.

Cross-device attribution tracks and connects user interactions across multiple devices to measure campaign impact accurately.

A customer referral program incentivizes existing customers to recommend a brand, driving new customer acquisition.

D2C refers to brands selling products directly to consumers, bypassing intermediaries.

A DMP collects, organizes, and segments audience data to enhance ad targeting and campaign efficiency.