Media Platforms & Technology Glossary
Media Platforms & Technology
Bidstream Data
Data that is passed from the publisher to the bidders via a real-time bidding (RTB) auction. Can contain information on the location of the user, the device type, website they are on, browser language, search terms, or authenticated ID.
Media Platforms & Technology
Billable Impressions
The amount of impressions counted towards fulfilling a contract. Because there can be a slight discrepancy between ad serving systems, these are tracked and charged based on externally validated impression counts (i.e., through third-party impression reporting).
Digital Media & Advertising
Blacklist
A list of users, advertisers, or publishers you excluded or want to exclude from seeing one of your ad campaigns.
Media Buying
Bleed
Printing that extends to the trimmed edge of a printed page.
General Advertising
Blockchain
Blockchain is technology that allows for a distributed and continually updated record of transactions. Blockchain has no single point of failure and cannot be controlled by any one entity. Bitcoin, for example, relies on blockchain.
Media Platforms & Technology
Blocklist
A list of websites where an advertiser determines their creative is not allowed to appear, due to the fraudulent or inappropriate nature of the content which could harm their brand reputation.
General Advertising
Bot
A bot, short for web robot, is commanded by code and performs automated tasks on the internet. Frequently, bots are used to carry out ad fraud by simulating human traffic to websites.
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.
Media Platforms & Technology
Brand Advertising
Its primary aim is to get people to believe in something. The goal of brand advertising is to foster long-term positive recognition by establishing brand identity, credibility, and loyalty and connecting with prospects intellectually and emotionally.
General Advertising
Brand Awareness
Brand awareness is potential customers’ recognition of a brand and its products or services.
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.
General Advertising
Brand Crisis
A brand crisis occurs when a negative event is highly publicized and centers on one company. Brand crises affect reputation and revenue.
Media Buying
Brand Development Index (BDI)
A measure of the strength of a brand’s sales in a particular geographic area indexed to the national sales average. BDI indicates where significant groups of a brand’s customers live and aids in targeting marketing efforts.
General Advertising
Brand Identity
Brand identity encompasses all aspects of a product, service or company, from its name, logo and tagline to its core values, among many other factors. It is the sum of a brand’s efforts to be portray itself the way it wants to be perceived.
Media Platforms & Technology
Brand Lift
Digital measurement that leverages surveys to quantify the increase in brand perception against key purchase funnel metrics, including awareness, ad recall, brand attributes, favorability, preference, consideration, intent, and perception. Questions can include: “Which of the following brands have you heard of?” and “Which of the following would you consider purchasing?” Brand lift studies leverage a […]
General Advertising
Brand Purpose
Brand purpose is why a brand exists, other than to make a profit. Brand purpose is not a product or the technology needed to create it, but it is the deeper reason for a brand or company’s existence, often a cause or belief.
General Advertising
Brand Safety
Brand safety encompasses the strategies and technologies used to make sure ads are placed only in contexts that would not harm the brand. Tools for this are often added to ad exchanges.
Media Platforms & Technology
Brand Safety
A set of measures that work to protect the reputation of a brand from the negative or damaging effects of undesirable or inappropriate content when advertising online. These measures can include employing blocklists or allowlists, preventing ads from being displayed on websites in certain content categories (including piracy, adult, hate speech, and known malware sites), […]
General Advertising
Branded Content
Branded content can be articles, videos, podcasts or other media produced or funded by brands and often presented alongside or integrated into editorial content. Branded content is distinct from editorial content and from traditional advertising, but it does blur the lines between the two. It does not necessarily include an overt sales pitch but nonetheless […]
Media Buying
Broadsheet
A full-size newspaper.
Media Platforms & Technology
Bulk Editing
The ability to update multiple line items in one campaign or across multiple campaigns at once.