Digital Media & Advertising Glossary
This is the glossary for the Digital Advertising category of the advertising industry
Digital Media & Advertising
A/B test
The method of building two different ad versions, running both of them, and then comparing the results to see which version performed better. The objective of these tests is to determine which variables positively affect user response and utilize those in our ads down the road. Also known as split testing, this important metric compares […]
Digital Media & Advertising
A/B Testing
Also known as split testing, this important metric compares two variations of an ad or a piece of content to see which version performs better on a given media platform.
Digital Media & Advertising
Above the fold
Term used to describe the area of an online page visible to users before they have scrolled down on a page. The size of “the fold” is not static and can vary depending on the device or resolution.
Digital Media & Advertising
Ad tech
Advertising technology, also known as ad tech, is any technology that gives ad makers the resources to control their ads and ad placement. A few examples of ad tech include Adroll and Tapad.
Digital Media & Advertising
Algorithm
A set of rules to follow while completing calculations or other operations that are built by humans but run by computers. An example is Google’s search engine ranking algorithm. In terms of advertising, Google uses an algorithm to determine the relevance of an ad, which impacts where it displays.
Digital Media & Advertising
Alternative text:
Descriptive text added to pictures to make the page more accessible for readers and help search engine crawlers understand the context of images.
Digital Media & Advertising
Artificial Intelligence (AI)
AI is the development of technology that can perform tasks related to human intelligence. This artificial technology can handle tasks such as visual perception, speech recognition and decision making.
Digital Media & Advertising
Audience
Your audience is the people you are trying to reach with your ads. You can define your audience based on demographics, socioeconomic status, and more characteristics.
Digital Media & Advertising
Audience targeting
The act of separating your consumer base into groups based on similarities in the users so you can customize ads for these specific groups.
Digital Media & Advertising
B2B digital advertising
Business-to-business (B2B) digital advertising refers to any paid means of promoting a B2B company through online channels. Includes any paid online promotions for a business, including paid search advertising, display advertising, paid social advertising, Gmail advertising, and YouTube advertising.
Digital Media & Advertising
Backchannel
A real-time online conversation that takes place during a primary activity or live discussion. Example: Chatting on Slack while attending a webinar.
Digital Media & Advertising
Banner ad
A display ad that appears as a clickable banner on a website. These banner ads typically contain both text and images and link to the advertiser’s page.
Digital Media & Advertising
Behavioral retargeting
Behavioral retargeting refers to a strategy in which you target a segment of people that have previously visited your website, didn’t convert, but show a strong interest in your products or services.
Digital Media & Advertising
Blacklist
A list of users, advertisers, or publishers you excluded or want to exclude from seeing one of your ad campaigns.
Digital Media & Advertising
Bounce rate
The number of times a user left your page without interacting with it divided by the total number of visitor sessions. A high bounce rate often points to a lack of quality information on the page, but it could also mean a user found exactly what they wanted to find and left.
Digital Media & Advertising
Brand awareness
The extent to which a consumer can identify a specific product, service or business without any research needed. Brand awareness is one of the primary objectives of digital marketing, as it’s fundamental to earning sales down the line.
Digital Media & Advertising
Call to action (CTA)
A clickable button or text phrase found in an ad that encourages the audience to take a specific action. Some examples are “Click Here” or “Request A Quote.” These buttons help guide users to the next step and move them down the sales funnel.
Digital Media & Advertising
Campaign
A marketing effort typically built to accomplish a particular goal or promote a specific product or service. Businesses want to construct campaigns that tie into the company’s main goals, like driving revenue, conversions, engagement, or traffic.
Digital Media & Advertising
Channel
An outlet used to distribute ads to an audience. Examples of distribution channels in marketing can range from radio to pay-per-click (PPC) advertising to social media advertising.
Digital Media & Advertising
Click-through rate
Click-through rate (CTR) is the number of times a user clicks on an ad or search result divided by the total number of people that viewed the ad or search result.
Digital Media & Advertising
Competitor geofencing advertising:
Geofencing allows you to target people within a virtual fence to receive advertisements. Competitor geofencing places that virtual fence around your competitor’s locations so that people will receive ads for your business when they are within a competitor geofencing zone.