Media Buying Glossary
Media Buying
Cost Per Thousand (CPM)
The cost of every 1,000 digital ad impressions purchased.
Digital Media & Advertising
Cost per Thousand (CPM)
How much it costs an advertiser to have 1000 impressions or views for their ad. CPM is typically measured for campaigns where brand awareness is the goal.
Digital Media & Advertising
Cost per View (CPV)
The price an advertiser pays each time a user plays a video ad for at least 30 seconds. It’s calculated by dividing the total spend by the total number of video plays.
Media Buying
Cover Position
Advertising on the cover of a publication, often at a premium cost due to limited availability. Cover positions can include front cover, inside front cover, inside back cover, outside back cover or section cover.
Media Buying
Coverage Area
The geography of where a media has coverage. In print, the coverage area equates to the circulation area.
General Advertising
CPM
CPM is literally “cost per mille” with mille meaning thousand. In web advertising, this abbreviation is often used to mean cost per 1,000 impressions, refering to ads on web pages.
Media Platforms & Technology
Creative
The type of digital media shown to internet users to communicate a message and draw attention, intended to ultimately drive users to take a specific action.
General Advertising
Creative Agency
A creative agency focuses on design, rather than marketing strategy, within the advertising and marketing world. A creative agency is likely to be tasked with creating or updating logos and responsible for a brand’s visual cohesiveness.
Media Platforms & Technology
Creative Optimization
Experimenting with different ad assets to find the highest-performing creative and utilizing that creative more often in the campaign.
Media Platforms & Technology
Cross-Platform Advertising
Advertising across different media platforms, including radio, television, paid search, social media, display, mobile, video, connected TV, etc.
General Advertising
Cryptocurrency
Cryptocurrency is virtual cash that relies on blockchain technology and is exchanged within peer-to-peer networks instead of through central banks.
Media Buying
Cume (Cumulative Audience)
The total number of individuals or households reached by an advertising campaign at least once during the media buy.
General Advertising
Customer Experience
Customer experience encompasses all of a customer’s perceptions of and interactions with a brand over the duration of the relationship the customer has with the brand.
Media Platforms & Technology
Customer Relationship Management (CRM) Data
Data from an advertiser’s customer database, which can include their name, email address, mailing address, and phone number, accompanied by their past purchase of your product. This is considered first-party data and can be very valuable, as it reflects the advertiser’s actual customer base.
General Advertising
D&AD Awards
D&AD (British), Design & Art Direction, is a nonprofit advertising and design association. Its yearly awards recognize creativity and raise standards in the advertising, creative and design industries.
Media Platforms & Technology
Dark Viewability
Impressions that are unable to be tracked for viewability. If an ad is displayed within a nested iFrame (“cross-domain iFrames”), its position on the page cannot be determined. Viewability vendors use different workarounds for this challenge, often with varying degrees of success, resulting in a certain percentage of “unmeasurable” impressions in a viewability report. See […]
Media Platforms & Technology
Data (First-Party, Second-Party, Third-Party)
First-party data is information directly collected from a company’s own source on consumers’ behaviors, actions, or interests, so it’s “owned” by a single source. This can include a brand’s customer database, information about website visits or actions on their website, and other points of engagement collected about that business’s customers or visitors. This data is […]
Media Platforms & Technology
Data Management Platform (DMP)
A data warehouse used to aggregate and target relevant audience segments. Once aggregated, this data is easily accessible to marketers for planning, activation/modeling, and validation / measurement.
General Advertising
Data Visualization
Data visualization is graphical presentation of data and information, often intended to share concepts and patterns with stakeholders or other decision-makers.
Media Platforms & Technology
Data Warehouse
Central Repository for integrated data from multiple sources (Salesforce, AD Reporting, AdTrain, and many more).
General Advertising
Daypart
To daypart is to separate a day into segments for the purposes of scheduling commercials and programming appropriate for the various time periods in a day. Often used with broadcasting schedules, a daypart might be morning drive, daytime, prime time or late night, for example.