Media Buying Glossary
Media Buying
Dots Per Inch (dpi)
The number of electronic dots per inch that a printer can print affecting resolution. The higher the dpi, the higher the resolution.
Media Buying
Double Truck
A large newspaper ad measurement that uses two facing full pages, including the gutter or fold. The entire ad is treated as one unit and is traditionally the center spread of the section.
General Advertising
Drone
A drone, an unmanned aerial vehicle, can be used to record visual information that previously required a plane or crane, transmit the information quickly or even display ads via a trailing banner or emitted images.
General Advertising
Duopoly
A duopoly is when two sellers dominate a market. Facebook-Google is often cited as the digital advertising duopoly.
Digital Media & Advertising
Dynamic ads:
A type of ad personalized based on the person who sees it. These ads are used to improve ad performance because they’re tailored to the viewer.
Media Platforms & Technology
Dynamic CPM (dCPM)
A transparent pricing model in which every impression is a unique price that changes based on the value of the impression.
Media Platforms & Technology
Dynamic Creative Optimization (DCO)
Ad creatives that are dynamically served to make each ad more relevant, but on a massive scale. The most common approach is Dynamic Retargeting, where ads can display products a user browsed or added to their shopping cart. Dynamic ads can also recommend similar products or best-selling items based on user browsing or similar offers […]
Media Buying
E-Tearsheet
An electronic tear sheet – an electronic image of a newspaper page used to prove proof of publication.
Media Buying
Eblast
A promotional email sent to targeted opt-in users where the client owns the entire message and appears as the sender.
General Advertising
Ecommerce
Ecommerce is buying and selling products and services on the internet, with exchange of payment and data to complete the transactions.
Digital Media & Advertising
Ecommerce Digital Advertising:
Ecommerce digital advertising is a strategy that focuses on promoting your website and products through digital channels. These channels allow you to track data and make decisions based on that information.
Media Buying
Efficiency
The ratio of cost of an advertising campaign to the size of the audience used to compare various mediums and buys.
Digital Media & Advertising
Email advertising:
Ads appear in users’ inboxes when viewing on desktop. These ads typically appear to look like another email in their inbox, but are tagged with an “ad” label.
General Advertising
Email Marketing
Email marketing uses email to promote products and services and to build relationships with customers and potential customers.
General Advertising
Emerging Tech
Emerging tech is technology that is currently in development, viewed as capable of changing business and cultural environments.
Media Buying
Enewsletter
An email sent to opt-in users from an owned and operated news site with advertisements in conjunction with editorial content.
General Advertising
Esports
Esports, short for electronic sports, is competitive video-gaming at a professional level.
Media Buying
Exclusivity
An agreement between a media and an advertiser. The media agrees to run no advertising by competitors for a given client. This is often granted at a premium price.
General Advertising
Experiential Marketing
Experiential marketing is a strategy that relies on hands-on customer involvement with a brand and potentially engages all five senses and sparks emotions that form lasting memories. The goal is to build customer loyalty and create direct connections with consumers. In an ideal experiential marketing effort, consumers would encounter a brand experience, post about it […]
General Advertising
Facial Recognition
Facial recognition is software that measures and maps individuals’ faces to create templates for comparison. For example, Facebook uses facial recognition in suggesting whom to tag in photos.
General Advertising
FCC
The FCC, short for Federal Communications Commission, is the U.S.’s main authority for communications law and regulation. The FCC regulates communications via cable, radio, satellite, TV and wire throughout the country and its territories.