3rd Party Data

Third-Party Data is data collected and collated by an external agency that can be purchased to allow your advertising campaign to reach your required target audience. Such data can be collected through surveys or user agreements that allow information to be shared. Third-party data is charged by a cost per impression (CPM) rate. Advertisers intending to purchase third-party data should specify the exact audience segment, and attain the most updated data for an effective campaign.


An algorithm, when used as a digital marketing tool, is a code that is written with the objective to stream collected data for relevance. Within its code, it defines the parameters for filtering data in order to derive the most compatible user profiles for an advertiser to monetize on. Using algorithms to define a targeted audience base is expected to deliver a higher rate of buy-in than from unsorted data.

AAP Amazon

The Amazon Advertising Platform (AAP) is a one stop overview of how advertisers can reach the Amazon audience base both via Amazon and other websites, and also through mobile apps. Advertisers can choose from the following four methods of displaying ads: desktop and mobile web display ads, mobile banner ads, mobile interstitial ads, and video ads.

Ad Exchange

An Ad Exchange is a platform market place of buyers and sellers of the digital advertising space. The buyers on an ad exchange are ad networks, tradings desks, and demand-side platforms who participate either in real-time bidding or static bidding on the exchange on behalf of advertisers wishing to buy digital advertising spots. Some ad exchanges include AppNexus, AOL’s Marketplace, and Google’s DoubleClick.

Ad completion

Ad Completion is used to describe a video advertisement that has been played in its entirety, i.e. from the beginning of the video to the end. Metrics are designed to measure the most successful format or length of a video that yields the highest percentage of ad completion.

Ads Manager

Ads Manager is a tool used to manage an advertiser’s digital advertising campaign. Some ad managers allow the advertiser to design the artwork of a campaign, while others may be used to set and adjust the parameters of a campaign. Mature social media sites who offer advertising have their unique ad managers, e.g. Facebook and Twitter call theirs Ads Manager, whilst LinkedIn’s is called Campaign Manager.


Google AdWords is Google’s free advertising service that charges advertisers only when their ad has been seen, via a pay-per-click business model.

AMS amazon

Amazon Marketing Services is Amazon’s free advertising service that is only available to Amazon vendors and authors. AMS offers three types of advertising solutions within their Amazon search engine: as a sponsored product, a headline search, or as a product display ad. Advertisers are charged with a price-per-click model, i.e. only when their ad has been clicked on.


An API is the common feature between programs and applications that allow such programs and applications to interact compatibly with each other, for the convenience of the user.



AppNexus is an independent online advertising company that has developed its own cloud-based digital market place which allows for real-time and optimized purchase of digital ad spaces. In 2016, AppNexus was ranked #21 in Forbes Cloud 100 List.

Facebook Audience Network

Facebook Audience Network is an ad campaign model that lets advertisers on Facebook reach the ad buyer’s similar targeted audience outside or off the Facebook network.

Attribution (conversions)

An Attribution refers to the individual times a potential user can come into, or comes into contact with an advertiser’s product or service. These points of contact, or touchpoints, steer a campaign buyer’s allocation of marketing budget. Analysts study marketing attributions to identify where the point of Conversion is for a unique user, i.e. which specific touchpoint converted a passive audience into an active buyer, or customer.


Artificial Intelligence in digital advertising refers to the use software programs (as opposed to humans) in data analysis to deliver higher targeted profiling results. AI can be adapted for use by advertisers and consumers alike: advertisers can use AI to select a more targeted audience base with set requirements for filtering, and consumers can use AI to filter through online data and only filter those threads that are compatible to their interests.

Banner Ad

Banner ads are online display ads. Though the term is sometimes used to indicate a specific size of display ad it usually indicates digital display ads across the board.


A Bulletin is a 14 by 48 inch outdoor ad format often used in outdoor advertising.

Call To Action

A call to action is an encouragement to respond to an ad resulting in an outcome including clicking on a digital ad or making a purchase. YouTube also uses the term for video overlay ads.


CPA is short for either cost per action or cost per acquisition. Often used to indicate the cost for clicks on digital ads it can also designate such actions as a sale or form completion.


CPM is the cost per 1,000 units. Though this measure is used for certain forms of outdoor advertising it is primarily associated with digital ads. In those cases CPM represents costs per 1,000 impressions.


DMA or Designated Market Area refers to a variety of ways of segmenting a market by location such as city or zip code. Originally developed for television, the DMA has been adapted for all forms of media.

Endemic Advertising

Endemic advertising has an organic relationship to the market. It indicates a placement that connects to a specific audience in a natural manner. An example would be a rough looking ad for a new punk band in Maximum Rocknroll.

Frequency Capping

Frequency capping limits the number of times a unique visitor is shown a specific ad. Though some websites set such limits individually they typically are set across an ad network.

IAB Standards

IAB Standards are set by the Interactive Advertising Bureau and typically refer to ad formats and sizes to create an across-the-board standard for advertisers and publishers. Though many web publishers are open to unique formats, IAB Standards help reduce costs and enable extensive automation.

Lookalike Audiences

Lookalike Audiences are made up of demographic and interest groups that are similar to an already identified group that is responsive to one’s advertising and can be readily targeted.

Native Advertising

Native advertising indicates ads that are in the form of editorial content. This term can also include such forms of advertising as advertorials yet encompasses a broader range of content forms in the digital arena. An example would be an ad that appears as a blog post on a music blog.


Retargeting refers to the practice of targeting consumers for additional ads based on past indicators of interest or responses to digital advertising. This featured is widely offered by ad networks across social platforms and publishers’ websites.

UTM Parameters

UTM parameters, short for Urchin Tracking Module Parameters, identify referrers to an online destination through ads. They are a key tool for establishing the effectiveness of digital advertising campaigns.

Behavioral Targeting

Behavioral Targetting is an advertising method of reaching out to the customers with exactly what they have revealed to be interested in. Companies using behavioral targetting use leave cookies in the browser history of the online user. Collected data is analysed, and segmented according to what interests the analysis reveals. Specific ads that are related to the user’s interests are then fed to the user the next time they are online. Onsite behavioral targetting tracks the user’s preference from a single site, whereas network behavioral targetting collects data from the various sites that the user had visited.


BlueKai is a cloud-based data platform designed for advertisers to design online, offline, and mobile marketing campaigns tailored specifically for their marketing needs.



Completion Rate


Conversion Rate

Cost per engagement

Cost Per Follow

Cost Per Like


CPI cost per install

Cross Device


Deal Targeting



Frequency Cap

Geo Filter



Insertion Order

KPI key performance inventory

Lead Ad


Open exchange


organic clicks

PMP private marketplace

Power Editor





Real Time Bidding RTB

Relevance score


Retargeting is an online, cookie-based advertising strategy that trails visitors of a site. Retargeting remembers the visitors on their site, and reappears in the form of an ad at a later time while the visitor is online browsing, in the attempt to redirect the visitors back to their site.

Remarketing is a direct communication with a past visitor via email. Remarketing for e-commerce vendors utilize data discarded shopping carts to reengage with past visitors via email to remind them to check out or complete their purchases.


RON run of network

ROS run of site


SEM Search engine marketing

Search Engine Marketing (SEM) is a term used to describe a marketing strategy employed for navigating search engines. Its singular objective to draw internet users to the company’s site. There are two main components of SEM: paid advertising, and search engine optimized design of the site. These two components lead the manner in which a company’s website interacts with the major search engines to reach its desired target audience. SEM can be used for increasing e-commerce sales, but also for promoting a positive and relevant brand awareness.

Social Marketing

Social Marketing (not to be confused with social media marketing) is the employment of regular marketing strategies with the objective to promote social well-being as its priority over commercial interests. Topics promoted via social marketing campaigns are directed towards physical and emotional well-being, e.g. anti-smoking campaign and safe-sex campaigns.


A Supply-Side Platform is a technology platform where website publishers can inform potential buyers of their available inventory. This information is collated and placed on an Ad Exchange for market forces to work. The platform is usually automated to accept orders and collect revenue with the publisher needing to perform further pre or after-sales support to their buyers.


TrueView is an advertising model designed by Google for use within its search engine. It was designed in response to buyers’ uncertainties of whether their video ads were being viewed, i.e. what was the Ad Completion percentage. TrueView’s advertising model thus only charges advertisers when their ads have been viewed for at least 30 seconds, or upon completion of the video, whichever is shorter.

UTM tracking

Urchin Tracking Module (UTM) Tracking is a data collection method that is used for profiling the visitors of a company’s digital presence, e.g. their website. UTM Trackings helps a company understand where the visitors of a site come from, and to assess their motivations for visiting the site. More precise than a cookie, UTM Tracking breaks down which site sent the visitor (utm_source), how the visitor was canvassed (utm_medium), which marketing campaign attracted the visitor, i.e. was it a specific product campaign or a general branding campaign (utm_campaign), which keyword was used by the visitor (utm_term), and which content the visitor is specifically interested in, e.g. was the visitor responding to a banner ad or a article link (utm_content). Using these five UTM parameters will enable a company to capture their visitors’ psycho affiliation better, and is a dependable data for implementing monetizing-sales campaigns.

View retargeting

Aspect Ratio

Aspect Ratio is a framework of sizes used by designers to discern how to crop a video or an image for the screen. It is measured by a width to height ration, e.g, 4:3 or 16:9. This framework allows designers to crop their artwork effectively so that its message is not altered when viewed across different mediums. Devices like iPhones and Samsungs use the ratio of 16:9 for their screens. Programs like Instagram, being an image-based medium, accepts aspect ratios from 1.91:1 (landscape), 1:1 (square), and 4:5 (vertical).


Bit rate

The Bit Rate of a video translates to the speed it takes to upload or download a video or audio file, i.e. the higher the bit rate, the longer it will require to upload and download the video. Higher bit rates correlate to higher quality, for example high-definition videos are between 8-12 Mbps (megabites per second). Choosing a suitable bit rate for your advertisement is important to avoid a disruptive viewer experience. Measured in Kbps or Mbps, ‘bit rate’ it is written with a lower ‘b’ and not to be confused with MBps, the ‘B’ here referring to a file size, in this case, megabytes.


A Bleed is an amount of excess of an image or artwork that will be cut out (like an all-sided border) from the final work. It is usually between 1/8-inch to 1/4 inch. The purpose of a bleed is to ensure the artwork fits the designed size perfectly without leaving a white border around the image, thus giving a polished look. Programs like Adobe Illustrator allows a designer to add in the blend it requires from 0 to 72 points, and is sometimes called a margin of error.

In traditional printing terms, a bleed is the allowance calculated for cutting and binding printed sheets in addition to the final book size.



A Copyright acknowledges the ownership and exclusive user rights for the applicant. It is governed by local and international copyright laws to protect these works, and proper permission has to be applied for and given in writing in order for the work to be used by another party. Copyrighted materials can include images, phrases, brand names and published work.

Cover Photo

A Cover Photo is the first impression of a work or profile used to promote its related content in the form of a still image. For books, the cover photo is on the front cover of the book (or its dust jacket), whereas for digital social media users, this refers to the profile photo. Digital cover photos or profile photos are public and be pulled out as images from a search.


Digital Recap

Document Size


File Compression


Frame Rate



Google Standard Banners




Layered Artwork


Mobile Overlay





Photo Optimization

Pixel (in terms of measurment)




Resolution (PPI)


Skin (Takeover)

Spec Sheets

Static Banner

Above The Fold

Ad Verification

Ad verification locates the web pages where a buyer’s advertisement has been placed. It is a tracking process used by third-party agencies to generate reports for their clients on where their ads were placed. Ads can also be proactively managed to ensure they are only placed on targeted sites, and thus the ad verification report would be able to prove that the ads were effectively managed according to the stipulations of the client. Ad verification allows better targeting of potential customers, and thus reduces the waste of ad dollars and resources.

Adventorial Advertising

Advertorial Advertising markets a service or product through content and write-ups. Most commonly seen as published articles, advertorials informs (or sells) the benefits of the goods or services, and usually have a call-to-buy prompt at the end of the article. It has stronger copy writing adapted into its content, and a stronger sales pitch than native advertising articles.

Audience Overlap

Below The Fold

Below the Fold refers to the section of a web page that a visitor has to scroll down to view its contents.



Negative Exclusions



Share Of Voice

Spots + Loops (digital boards)


Whitelist/Blacklist sites



Customer Acquisition is the objective of marketing campaigns, i.e. to get customers for a company’s product or service.

Customer Acquisition Cost

A company’s Customer Acquisition Costs is the calculated by the total spending in sales and marketing efforts divided by the number of customers acquired over a specified time period.


AdSense is an intuitive advertising program by Google designed to match contextually-related ads and blog content. Bloggers who wish to accept advertising revenue for their content can sign up for AdSense and set up their blog sites to suit the various formats of ads streaming in from AdSense. Bloggers are paid when visitors of their blog click on the ads. Ads are matched and streamed, and directed to a blogger’s site based on four methods of targeting: contextual targeting, placement targeting, language targeting, and personalised targeting.



Bounce Rate

A Bounce Rate is an advertising metric used to determine how many visitors (from the total number of visitors) of a web-site visit only a single page, and then leave the site.

Broad Match

Broad Match is a tool within Google AdWords that triggers an advertiser’s ads to be shown when users search with keywords (broadly related) to the advertiser’s product or services.


Day Parting


Display URL

Enhanced Bidding

Exact Match

Final URL


Frequency Cap


Hover Ads

Interstitial Ads


Keyword Match Types


Landing Page

Line Item


Native Ads

Native ads are a more subtle form of advertorials. These articles are less aggressive in their sales language, and the subject matter of the article is geared more towards an objective opinion or update to a situation or condition. The reader experience is usually positive as the reader becomes better-informed of the matter at hand, and is better acquainted with the reason why the product or service was created to meet this situation.

Pay Per Impression



Price Extensions

Quality Score

Real Time Bidding

Response Attribution

Responsive Ads


Rich Media


Rollover Ad

Site SKin

Splash Page

Split Testing

Transition Ad

URL Tracking

Viral Marketing

Action Rate

An Action Rate measures the success of an email campaign. It captures the percentage of email recipients, from the total group of recipients that the email was sent to, who have successfully completed the task of the campaign objective.

Branded Content

Branded Content is a way for advertisers to have a content designed around promoting the brand owner’s product or service. In return, the brand content contributes towards the production costs of the show.

Budget Pacing

Call to Action

Delivery Type

Detailed Targeting

JSON (Structured Message)

Offline Tracking

Pixel Tracking

Affiliate Marketing


Audience Exclusion

Automatic Bidding

Bumper Ads

A Bumper Ad is a six-second or less format ads designed by Google for use with YouTube. These ads cannot be skipped and are ideal for mobile devices. Advertisers are charged per 1,000 views.

Call to Action

Canvas Ad

Click Re-Targeting

Companion Banner

Contexual Targeting


Coversion Pixel

Custom Audience


Device Targeting




E Commerce


Frequency Capping


Google Adwords


Lead Ad

Lifetime Budget vs Daily Budget

Link Tag

Link Tracker

Negative Keywords



Pop Up

Power Editor

Pre Roll


Self Serve





View Through Rate


The number of sheets refer to the size of the advertisement set in frames that are used for outdoor advertising campaigns. These ads are located strategically in high pedestrian traffic or waiting areas, like a train platform. A one-sheet measures 46″ (h) x 30″ (w); a two-sheet is the same height but double the width of a one-sheet and measures 46″ (h) by 60″ (w); and a three-sheet is the largest size measuring 84″ (h) by 42″ (w).

City Lights



Dwell Time



Finished Area

fly posting

full motion display

Jr. Poster

Live Area


Panel Read

Pedi Cab



static display

wheat pasting