Media Platforms & Technology Glossary
Media Platforms & Technology
Audience
A specific group of consumers who are most likely to want a product or service, based on their age, gender, income, geolocation, interests, purchase intention, or other factors. Advertisers seek out the audiences most likely to be receptive to an ad campaign.
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.
Media Platforms & Technology
Audience Validation
Brand metrics report on desired audience composition and reach. Confirms your marketing budget reached your target audience by comparing campaign exposure to the demographics of the audience reached. The latter can be measured either through third party or panel data.
General Advertising
Augmented Reality (AR)
Augmented reality, or AR, combines computer-generated images with a user’s current environment. Whereas virtual reality (VR) provides a simulated environment for a user to interact with, AR provides additional elements to the user’s real world.
General Advertising
Automation
Automation is using technology to program and monitor advertising decisions via data and patterns.
Media Buying
Average Frequency
The average number of times a person or household is exposed to an advertising schedule/campaign.
Media Platforms & Technology
Awareness
Refers to the moment a consumer learns about a brand’s product or service. Awareness campaigns enable marketers to get in front of customers with messaging that puts the brand front and center, so it’s noticed. When looking at the marketing funnel, this is the first point of engagement with new consumers along the customer journey. […]
Media Platforms & Technology
Awareness Campaign
Ad campaign that aims to educate customers on the existence of a brand of product.
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.
Media Buying
Banner
Rectangular digital advertisements that are shown in and around content on a webpage.
Digital Media Buying
Banner ad
A banner ad, or a display ad, is an ad displayed on websites that gain revenue by placing ads within their content. The ad consists of a static image or animated visual in a box or rectangle (.jpg, .png, .gif, or HTML5).
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.
Media Platforms & Technology
Banner Display Ads
Banner ads that can include text, images, simple animation, and a URL linking to a website to learn more about a brand or product. Standard display ads are: 728×90 Leaderboard, and 160×600 Skyscraper, 300×250 Medium Rectangle. For more digital ad formats, see rich media, mobile ads, video ads, native ads, social ads, and connected TV […]
Media Platforms & Technology
Behavioral Advertising
Publishers and advertisers can reach their audiences more effectively based on observations of past web behavior. This is a key tenant of digital advertising, leveraging preferences and predictions to drive ad personalization.
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.
Media Platforms & Technology
Below the Fold
Web content that is visible after scrolling down. Although it is often viewed as less premium inventory, if a website has engaging content, these ad units can be some of the most embedded onto the page, creating more opportunities for customer engagement.
Media Platforms & Technology
Bid Depth
The number of bids that exist for one particular impression.
Media Platforms & Technology
Bid eCPM
Average rate in a media buy. Calculated as the Effective Cost per Thousand (“mille”).
Media Platforms & Technology
Bid Shading
A technique buyers use to determine what the bid price should be. Vendors will analyze multiple factors, such as what bid rates typically win on a certain site or in what position on the site, to calculate an appropriate bid cost to avoid overpaying for impressions.