Digital Advertising Glossary

    • API (application programming interface)
      «An interface that allows software programs to communicate without knowing internal details about each other. Two companies or teams can work completely independently and yet have their software work together as long as they develop and communicate an API that is used to exchange information between the two.»
    • Artificial Intelligence
      « A discipline within computer science that seeks to enable computers to learn, speak, and behave like humans. Speech recognition, fingerprint matching, facial recognition, and other applications have become possible using artificial intelligence techniques. »
    • Call-to-action
      «A part of an ad designed to be engaged with by the user. This could be a submit button or trigger.»
    • Conversion
      «A record of an event performed by the user which signifies the satisfactory completion of a marketing goal. This is most commonly a sale.»
    • CPA
      «Cost Per Acquisition. A common model to pay Publishers based on the effectiveness at driving users to convert or purchase based on the subject of the ad.»
    • CPC
      «Cost Per Click. A common model to pay Publishers based on the user clicking on the ad.»
    • CPL
      «Cost Per Lead. Another name for CPA. The conversion event in question is the collection of user data.»«Cost per “mille” Cost per thousand impressions measured.»
    • CPM
      «Cost per “mille” Cost per thousand impressions measured.»
    • CTR
      «Click-Through Rate. A percentage of the number of user that saw (incremented an impression) and then clicked on the ad.»
    • DCO
      «Dynamic Creative Optimization»
    • DMP (data management platform)
      «A piece of software that is able to efficiently catalog, store, and make available vast amounts of data that have been processed and categorized for use in targeted or personalized marketing.»
    • DSP (demand-side platform)
      «A technology platform used by media buyers that automates the buying of media by providing an auction model where buyers can specify a price and other characteristics of media they would like to purchase, and the platform will automatically bid for such inventory and execute the campaign to parameters set in the platform.»
    • IAB
      «Stands for Internet Advertising Bureau, an organization that is responsible for developing online advertising industry standards.»
    • In-App
      «Ads that appear within mobile applications.»
    • KPI
      «Key Performance Indicator. A marketing term used to describe a goal set by the marketing team seen as a priority for success.»
    • Look-alike
      « A modeling technique that enables the extension of an audience by using fewer qualification criteria or identifying a user by association rather than directly. »
    • Machine Learning
      « A term used to describe how computer algorithms and computing power can be used to process data and arrive at conclusions where the human brain cannot. Machine learning uses raw data inputs to “learn” and draw inferences. »
    • OpenRTB
      « An API that was developed to allow media to be sold and bought programmatically. The API allows for media (advertising impressions) to be bid on and fulfilled electronically. »
    • SSP (supply-side platform)
      « Software that enables publishers to pool all their advertising inventory and make it available for purchase by other platforms. The SSP typically manages pricing and ensures optimal sales of the inventory. »