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A contextual advertising glossary is a list of terms and definitions related to contextual advertising. Contextual advertising is a form of online advertising that uses information about the content of a web page to target ads to the page's users.
A
Account-Based Marketing is a form of strategic B2B marketing that focuses its marketing and sales efforts on a limited number of prospects or customer accounts, aggregated according to their previously identified attributes and needs. This very targeted approach, generally dedicated to strategic accounts, makes it possible to develop personalized campaigns with potentially significant impact.
An ad impression is a single instance of an ad being displayed on a web page. Ad impressions are used by online advertisers to measure the number of times their ad has been loaded onto a page.
A/B testing is a method of comparing two versions of a an ad copy or a web page to see which one performs better. A/B testing is used to improve the effectiveness of websites and apps by testing various versions of a page with different users and measuring the results.
Ad fraud is a type of online advertising scam in which unscrupulous publishers use automated means to inflate ad impressions or click-through rates, in order to generate revenue from advertisers. Ad fraud can take many forms, but some of the most common include click fraud, impression fraud, and affiliate fraud.
An ad network is a company that connects advertisers with publishers. Ad networks help advertisers reach their target audience by placing their ads on websites and apps that are visited by potential customers.
Ad optimization is the process of improving the effectiveness of an ad campaign. Ad optimization can involve testing different ad copy, targeting different audiences, or changing the placement of ads.
Ads policies or advertising policies are the guidelines that businesses must follow when creating and placing ads. These policies vary from country to country, and even from region to region. Businesses must be aware of the advertising policies in the areas where they plan to place ads, and ensure that their ads comply with those policies. Failure to do so can result in the ads being rejected, or even in fines or other penalties.
An ad server is a piece of software that helps deliver ads to websites and apps. Ad servers track ad impressions, clicks, and other data, and they also help with ad targeting and reporting.
The advertising ecosystem is the network of companies and technologies that are involved in the delivery of ads to consumers. The advertising ecosystem includes ad networks, ad servers, publishers, and advertisers.
Ad-supported refers to a business model in which a company provides a free service or product in exchange for the display of advertising. Ad-supported businesses rely on advertising revenue to sustain themselves.
Affiliate Marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate's own marketing efforts.
Agile marketing is a term used to describe a set of principles and practices that emphasize speed, flexibility, and collaboration in marketing. The goal of agile marketing is to help organizations respond to market changes more quickly and effectively.
An algorithm is a set of instructions that are followed in order to solve a problem. Algorithms are used in many different areas, including mathematics, computer science, and artificial intelligence.
Analytics is the process of analyzing data in order to gain insights. Analytics can be used to improve website performance, understand customer behavior, and make better business decisions.
An API is a set of programming instructions that allow software to interact with other software. APIs are used to allow different applications to share data and functionality.
In marketing, attention refers to the ability of a company or product to capture the interest and focus of consumers. It is often thought of as the first step in the consumer decision-making process, as it is necessary for consumers to be aware of a product or brand before they can purchase it. Attention can be generated through various marketing channels, such as advertising, public relations, and word-of-mouth.
‘Attribution Modeling’ is a method of assigning credit for conversions and other desired actions to the touchpoints in a customer's journey. This allows marketers to see which channels are most effective in driving results, and to allocate resources accordingly.
An audience is a group of people who have been targeted for a marketing or advertising campaign. Audiences can be defined by demographics, interests, or other factors.
‘Audience Extension’ is a digital marketing technique used to help businesses reach a wider audience. It involves targeting potential customers who may have an interest in the business’s products or services but may not be aware of them.
An audience segment is a subgroup of an audience that has been identified as having similar characteristics. Audience segments are used to target marketing and advertising campaigns.
The Authorized Buyer Program is a Google initiative that allows select ad networks and demand-side platforms to access Google’s inventory of ad space. The program is designed to improve the efficiency of the digital advertising ecosystem.
Automatic bidding is a method of ad buying that allows an advertiser to set a bid amount and let the ad network or exchange optimize the campaign for maximum results. Automatic bidding can be used for various objectives, including clicks, impressions, and conversions.
B
Behavioral Targeting is a form of online advertising that uses information about an individual's online activity to target advertising to them. This information is typically collected through cookies, which are small files that are placed on a user's computer when they visit a website. Behavioral targeting can be used to target ads based on a user's interests, demographics, or location.
The term ‘Below The Line’ is used to describe marketing activities that are targeted and more personalized than traditional, above-the-line methods such as advertising in mass media. ‘Below The Line’ marketing can include activities such as direct mail, email marketing, and targeted online advertising.
Benchmarking, refers to a marketing technique aimed at a company to observe the performance of another company, to compare and analyze the performance of competing and leading products or services on the market, with a view to optimizing the design of a new product, more or less equivalent to those observed.
Branding is the use of a name, term, design, symbol, or other feature to identify a product or service and distinguish it from those of other producers.
Brand advertising is a form of online advertising that is designed to promote a brand, product, or service.
‘Brand Awareness’ is a general term that describes how aware consumers are of a brand or its products. In simple terms, a company's ‘Brand Awareness’ is the measure of the degree of memorization and recognition by its target audience.
‘Brand Positioning’ is the way in which a brand is positioned in the market. This can be done in a number of ways, but most commonly it is done through the use of marketing campaigns and messages that target a specific audience and attempt to position the brand in their minds in a certain way.
Brand safety is a term used to describe the practice of ensuring that online advertising does not appear on sites or content that could damage the reputation of the advertiser.
A browser is a software application that allows users to access, view, and navigate the internet.
‘Business Blogging’ is a marketing tool that increases a company's online visibility. It helps marketers drive traffic to their website, convert that traffic into leads, establish authority on certain topics, and drive long-term results.
A ‘Buyer Persona’ designates the ideal target customer. It is a fictitious detailed portrait of marketing targets: who they are, their tastes, habits, needs, issues, etc. This makes it possible to better target its communication and its offer.
A buy-side platform is a software application that allows advertisers to purchase online advertising.
The Bottom of the Funnel (BOFU) is the stage in the marketing and sales process in which potential customers are actively evaluating a company's products or services. The Bottom of the Funnel is also known as the final stage of the buyer's journey.
Bounce Rate is the percentage of visitors who leave your website after viewing only one page. A high bounce rate generally indicates that visitors aren't finding what they're looking for on your website. A low bounce rate is generally indicative of a well-designed website. If you have a high bounce rate, there are a number of things you can do to improve your website and reduce your bounce rate.
C
A CTA is the final step in a marketing campaign that is designed to drive an immediate response from the customer. The CTA should be clear and concise, and it should be easy for the customer to take the desired action.
Campaign
A campaign is a marketing effort that is designed to achieve a specific goal, usually within a specific timeframe. Campaigns are typically structured around a particular theme or product offering, and may use multiple channels such as email, social media, and paid advertising to reach their target audience.
Catalog
A catalog is a collection of products or services that are offered for sale by a company. Catalogs can be in the form of physical printed books, or they can be digital collections that are accessed online.
CDN
A CDN is a content delivery network, which is a system of servers that are used to deliver content to users. CDNs can be used to deliver web pages, images, videos, and other types of content.
Channel
A channel is a means of communication that is used to reach a target audience. Channels can include TV, radio, the Internet, print media, and more.
The ‘Churn Rate’ represents the rate of total or partial loss of customers for a company. It is also called ‘Consumer Turnover’. Churn results in the abandonment of a product, service or brand by a customer. This marketing concept contrasts with the ‘Retention Rate’, which represents the ability to retain buyers.
CIO
A CIO is a chief information officer, which is a corporate executive who is responsible for the information technology (IT) strategy and operations of a company.
A click-bait is a type of online content that is designed to get people to click on a link. When you see a headline that is really sensational or eye-catching, it's called "click-bait." The idea is to make you so curious that you click on the link to read the story. Sometimes the story lives up to the headline, but often times it's just a way to get you to visit a website. The link usually leads to a website that is selling something, but it can also lead to a website that is simply trying to get people to click on ads. Click-bait is often used by websites that want to increase their traffic or by advertisers who want to get people to click on their ads.
Click-Through Rate (CTR)
The click-through rate (CTR) is a metric that is used to measure the success of an online advertising campaign. The CTR is calculated by dividing the number of times an ad is clicked by the number of times it is seen.
Closed-loop marketing is a strategy in which you track your entire customer journey, from the initial interaction to the conversion, and then feed the data you’ve acquired back into your marketing ecosystem to improve your marketing strategy. This allows you to see how your marketing strategy affects your sales, and adjust it accordingly. By tracking the number of leads generated and the number of sales made, you can determine which marketing activities are most effective in driving sales and adjust your strategy accordingly.
Collaborative filtering
Collaborative filtering is a method of recommendations that is based on the collective opinions of a group of people. Collaborative filtering can be used to recommend products, services, or content to users.
Commission
A commission is a fee that is charged by a company for the sale of a product or service. Commissions are typically a percentage of the total sale price.
Connection
A connection is a relationship between two or more people or things. Connections can be physical, such as a cable that connects two devices, or they can be abstract, such as a relationship between two people.
Connected TV
Connected TV (CTV) is a type of television that is connected to the Internet. CTVs have the ability to stream online content, such as video, music, and games.
Content
Content is the information and experiences that are delivered through a brand's channels, including advertising, social media, and website content. It is the stuff that people consume and engage with, and it has the ability to drive conversions and brand loyalty.
A ‘Content Audit’ is an analysis of the existing content on a website or within a given marketing channel. The purpose of a ‘Content Audit’ is to understand what content is currently available, how it is performing, and what gaps exist.
‘Content Marketing’ is a marketing strategy based on the creation and dissemination of valuable, useful and informative content, in order to communicate with its audience and develop its visibility. Content marketing is a component of inbound marketing.
Content strategy is the process of planning, creating, managing, and optimizing content to achieve specific business and marketing goals. It involves defining what kind of content you need, where and how to create it, and how to ensure that it is effective.
The context of an advertisement is the environment in which the ad is shown. This includes the surrounding text, images, and other elements on the page. The context can influence how a viewer interprets an ad, and can be used to target ads to specific target audiences.
Contextual marketing is a form of marketing that takes into account the context of a person's situation when they are exposed to marketing messages. This can include things like the person's location, the time of day, their current activity, and even their mood. By taking into account these factors, marketers can better customize their messages to be more relevant and effective.
Conversational marketing is a type of marketing that involves having a conversation with potential customers, rather than just trying to sell them something. The goal is to build a relationship with the customer, so that they will be more likely to buy from you in the future. This can be done through chatbots, social media, or even in person.
Conversion
A conversion is an action that is taken by a user in response to a marketing message. Conversions can include making a purchase, signing up for a service, or downloading a file.
A conversion funnel is the process that a customer goes through when they purchase a product or service from a company. The funnel typically starts with awareness, then interest, followed by consideration and finally purchase. The customer journey starts with becoming aware of a problem or need, which leads them to search for a solution. They then narrow down their options and eventually decide on a product or service. The final stage is making a purchase and becoming a loyal customer. A company needs to make sure that its conversion funnel is efficient in order to maximize conversions. If a customer drops off at any stage of the funnel, the company has lost a potential sale.
A Conversion Rate is a performance metric that measures the number of visitors to a website who take a desired action, such as making a purchase or filling out a form. The conversion rate is calculated by dividing the number of conversions by the total number of visitors.
Conversion Rate Optimization - (CRO)
Conversion Rate Optimization (CRO) refers to the systematic increase in the conversion rate by following certain strategies. For this, key metrics are identified to understand how the customers interact with the site and their preferences while doing so.
‘Conversion Tracking’ is a method of tracking online conversions, or the actions taken by a user after clicking on an ad or other type of online promotion. This data can be used to measure the effectiveness of a campaign, optimize ad spend, and better understand user behavior.
Copywriting is a form of writing designed to promote a person, product or business. It is considered one of the most important forms of marketing, as it can be used to persuade a reader or listener to take a particular course of action.
Cost per Action (CPA)
Cost per action (CPA) is a pricing model that is used in online advertising. Under the CPA model, advertisers pay a certain amount of money for each desired action that is taken by a user.
Cost per Click (CPC)
Cost per click (CPC) is a pricing model that is used in online advertising. Under the CPC model, advertisers pay a certain amount of money for each time an ad is clicked.
Cost per Impression (CPM)
Cost per impression or cost per mille (CPM) is a pricing model that is used in online advertising. Under the CPM model, advertisers pay a certain amount of money for each time an ad is seen.
Cost per Lead
Cost per lead (CPL) is a pricing model that is used in online advertising. Under the CPL model, advertisers pay a certain amount of money for each lead that is generated.
Cost per Mille
Cost per mille (CPM), same as is a pricing model that is used in online advertising. Under the CPM model, advertisers pay a certain amount of money for each time an ad is seen.
Cost per Thousand
Cost per thousand, same as Cost per mille (CPM), is a pricing model that is used in online advertising. Under the CPM model, advertisers pay a certain amount of money for each time an ad is seen.
Cost per Purchase (CPP)
Cost per purchase (CPP) is a pricing model that is used in online advertising. Under the CPP model, advertisers pay a certain amount of money for each purchase that is made.
Cookies are small pieces of text that are stored on a user's computer by their web browser. They are used to remember information about the user's browsing activity, such as login details, preferences, and items in a shopping cart. Cookies can be used by web marketers to track a user's online activity and to target them with personalized ads. They can also be used to collect data about a user's demographics and interests.
In January 2020, Google proposed discontinuing third-party cookies in its Chrome web browser, which would change the digital scene. This change was delayed to 2023. The implication of this are still unknown, but it could mean that a lot of data that is currently collected by third-party cookies would no longer be available. This would create a challenge for marketers who rely on this data to target ads and measure ad effectiveness.
Creative
Creative refers to the content that is used in marketing and advertising. Creative can include text, images, video, and other types of content.
CPG
CPG is an acronym for consumer packaged goods. CPGs are products that are sold to consumers for their personal use.
CPM
Cost per mille (CPM) is a pricing model that is used in online advertising. Under the CPM model, advertisers pay a certain amount of money for each time an ad is seen.
Credentialed User
A credentialed user is a person who has been verified as being a member of a certain group or having a certain skill. Credentialed users typically have access to special content or features that are not available to the general public.
CRM
CRM is an acronym for customer relationship management. CRM is a system that is used to manage customer data and interactions.
Cross-Device Tracking
Cross-device tracking is a process of measuring the number of people who use multiple devices to access a website or app. Cross-device tracking can be used to measure the success of a marketing campaign.
Cross-Platform
Cross-platform refers to products or services that can be used on multiple types of devices or operating systems. Cross-platform products or services can be used on computers, smartphones, tablets, and more.
Crowdsourcing is the process of obtaining needed services, ideas, or content by soliciting contributions from a large group of people, and especially from an online community, rather than from traditional employees or suppliers.
The ‘Clickthrough Rate - (CTR)’ is an indicator of the effectiveness of a digital marketing campaign, whether this effectiveness is due to the content of the campaign itself or its placement (for example through targeting). It corresponds to the number of clicks on the advertising content divided by the number of impressions of the content. The higher the result, the more effective the campaign can be considered.
The process of Customer Acquisition involves convincing people to buy your products. This can be done through marketing activities such as advertising, promotions, and public relations, in order to increase brand awareness and encourage people to make a purchase.
Customer Acquisition Cost - (CAC)
Customer Acquisition Cost - (CAC) is the total costs of acquiring a customer including acquisition costs, the costs of serving and maintaining customers, and the costs of cross-selling or up-selling customers.
The customer journey is the process that a customer goes through when interacting with a company. It includes the steps a customer takes when they are aware of a problem, when they are considering a solution, when they are making a purchase, and when they are using and evaluating the product.
Cyber Monday is a marketing term for the Monday after the Thanksgiving holiday in the United States. The term "Cyber Monday" was created by marketing companies to encourage people to shop online.
‘Customer Marketing’ is a strategy covering all the marketing processes that allow communication with customers, but also to improve their relationship with the brand. This strategy is in opposition to product marketing.
A ‘Customer Pain Point’ is defined as an irritant, a sticking point in the customer experience that undermines satisfaction and generates negative feedback. The accumulation of pain points contributes to the deterioration of the customer relationship and can ultimately lead to a breakdown.
A Customer Persona is a description of a person who represents a segment of your customer base. This description includes demographics, behaviors, motivations, and goals. Customer personas help you better understand your customers, so you can create marketing messages that appeal to them.
‘Customer Retention’ is the ability of a company to convince its customers to remain loyal to it, and to prevent them from turning to a competitor. It is a valuable indicator to know if your customers are satisfied with the quality of your products and services. It is also a vital concept for companies and service providers that offer subscriptions.
‘Customer Satisfaction’ is the level of contentment that customers feel with a product or service. It is measured by the degree to which a product or service meets or exceeds customer expectation. Factors that influence customer satisfaction include quality, price, customer service, availability, and convenience.
‘Customer Success’ is about anticipating customer challenges or questions and proactively providing solutions and answers. Thus, it helps you increase customer happiness and retention, which increases your revenue and customer loyalty.
A ‘Customer Success Manager’ typically works with customers to create strategies and solutions that will help them reach their goals, troubleshoot any issues that arise, and provide ongoing support and guidance to ensure the customer’s success.
D
This term is used to describe the process of making decisions based on data, rather than relying on intuition or experience. Data-driven decision making can help organizations to be more efficient and effective in their operations.
Data encryption is the process of transforming readable data into an unreadable format. This is done in order to protect the information from being accessed by unauthorized individuals. The data is encrypted using a key, which is a piece of information that is used to scramble the data so that it cannot be read without the key.
Data Management Platform
A data management platform (DMP) is a system that helps organizations to collect, organize, and analyze data. A DMP can be used for a variety of purposes, such as marketing, advertising, and customer relationship management.
‘Data Mining’ is the process of discovering patterns in large data sets by sifting through large amounts of information to identify trends and patterns. It involves the use of various techniques, such as clustering, regression analysis, and machine learning, to explore and analyze data. ‘Data Mining’ can help companies analyze large amounts of data and make better informed decisions, leading to increased profits and efficiency.
Data minimization is the practice of only collecting and using the minimum amount of data necessary to complete a task. This means only collecting data that is relevant and necessary, and not collecting any extraneous data. Data minimization helps to protect people's privacy by ensuring that only the minimum amount of data is collected and used.
Data Sales
Data sales is the process of selling data to third parties. This can include data that is collected by businesses, as well as data that is publicly available.
Data Science
Data science is the study of data. It encompasses a variety of topics, such as data mining, machine learning, and statistics.
A ‘Data Warehouse’ is a type of database used for reporting and data analysis. It is a central repository of data which is created by integrating data from multiple disparate sources. Data warehouses store current and historical data and are used for creating analytical reports for knowledge workers throughout the enterprise.
Deep Learning
Deep learning is a branch of machine learning that deals with the analysis of data that is too complex for traditional methods. It can be used for a variety of tasks, such as image recognition and natural language processing.
Delivery
Delivery is the process of sending data from one location to another. This can be done electronically, through the use of a network, or physically, through the use of a storage device.
‘Demand Generation’ is a strategy that encompasses marketing and sales activities and has the objective of generating interest in the company's products and services, engaging prospects, converting them into customers and trying to retain them as long as possible to optimize their lifetime value.
Direct Publisher
A direct publisher is a type of publisher that sells advertising directly to advertisers, without going through an intermediary.
Display Ad
A display ad is an advertisement that is displayed on a website or other online platform. It can be used to promote a product, service, or brand.
The ‘Digital Marketing Goals’ should be to improve the visibility and engagement of the website or brand with potential and current customers. Additionally, the goals should aim to increase leads and conversions through effective digital marketing campaigns.
‘Display Advertising’ is online graphic advertising through banners, text, images, video and audio. The primary purpose of digital display advertising is to post Company advertisements on third-party websites.
Domain
A domain is a location on the internet that is used to store data. It can be used to identify a website or other online resource.
DoubleClick Ad Exchange
The DoubleClick Ad Exchange is an online marketplace that connects advertisers and publishers. It allows publishers to sell advertising inventory to advertisers in real-time.
DoubleClick Ad Planner
DoubleClick Ad Planner is a tool that helps advertisers to plan and buy advertising. It provides data about online audiences, and allows advertisers to target their ads to specific groups of people.
DoubleClick Bid Manager
DoubleClick Bid Manager is a tool that helps advertisers to manage their bids for online advertising. It allows advertisers to set bid strategies, and to automate the bidding process.
DoubleClick Campaign Manager
DoubleClick Campaign Manager is a tool that helps advertisers to create and manage online advertising campaigns. It provides features such as campaign tracking and reporting, and allows advertisers to target their ads to specific groups of people.
DoubleClick for Advertisers
DoubleClick for Advertisers is a tool that helps advertisers to manage their online advertising. It provides features such as campaign management and reporting, and allows advertisers to target their ads to specific groups of people.
DoubleClick for Publishers
DoubleClick for Publishers is a tool that helps publishers to manage their online advertising. It provides features such as ad serving and reporting, and allows publishers to target their ads to specific groups of people.
DoubleClick Search
DoubleClick Search is a tool that helps advertisers to manage their search engine marketing. It provides features such as keyword research and bid management, and allows advertisers to target their ads to specific groups of people.
Frequently used in the Inbound marketing strategy, ‘Drip Marketing’ is a marketing technique whose principle is to contact prospects or customers using an automated sequence of several emailings.
A ‘Demand Side Platform’ (DSP) is a system that allows buyers of digital advertising to manage multiple ad exchanges in a real-time bidding system. The goal of a DSP is to optimize ad delivery to maximize the effectiveness of an advertising campaign.
E
‘Earned Media’ refers to the visibility that a brand enjoys for free. It is provided by third parties (users, consumers or influencers) on media and in formats that the brand does not control.
eCommerce
eCommerce is a type of business model, or commercial transaction, that enables a firm or individual to conduct business over an electronic network, typically the internet. eCommerce operates in all four of the major market segments: business to business, business to consumer, consumer to consumer, and consumer to business. It can be thought off as a more advanced form of mail-order selling, since the transaction takes place over a digital platform.
Email marketing is a digital marketing strategy that uses email communications to promote products or services. Email marketing can be used to build relationships with customers or customers-to-be, to promote new products or services, or to drive website traffic.
Engagement rate is a metric that measures the percentage of users who take a desired action on a piece of content. It is often used as a marker of content quality or effectiveness. For example, if a blog post receives 100 pageviews and 20 comments, it has an engagement rate of 20%.
Enterprise
An enterprise is a large, often multinational, business organization. It typically has a complex structure, with multiple divisions and subsidiaries. An enterprise may also be a governmental organization, such as a military or a space agency.
European Union
The European Union (EU) is a political and economic union of 28 member states that are located primarily in Europe. The EU has developed an internal single market through a standardised system of laws that apply in all member states. EU policies aim to ensure the free movement of people, goods, services, and capital within the internal market, enact legislation in justice and home affairs, and maintain common policies on trade, agriculture, fisheries, and regional development. Passport controls have been abolished for travel within the Schengen Area. A currency union was established in 1999, and came into full force in 2002, and is composed of 19 EU member states which use the euro currency.
Evergreen content is content that is optimized for search engines and remains relevant for readers over a long period of time. This type of content does not expire or become outdated after it is published, but instead continues to be useful and interesting to readers. This makes evergreen content a valuable asset for any website or blog, as it will bring in steady traffic over time.
F
Familiarity Bias
The tendency to gravitate towards products or services that are familiar to us.
Data that is collected and owned by a company about its customers, either through its own website or apps, or through offline interactions such as retail stores or call centers.
Fear Of Missing Out (FOMO) refers to the feeling of anxiety or missing out on something, often due to social media. Some people experience Fear Of Missing Out (FOMO) when they see posts about their friends having fun without them, or when they see an event that they didn't know about and now feel like they're missing out on. Fear Of Missing Out (FOMO) can also be triggered by seeing someone else's success, which can make us feel like we're not good enough.
Flash
A type of multimedia software used to create vector graphics and animation, typically for use on the web. Flash is now a deprecated format.
The flywheel represents a shift in how marketers think about B2B marketing success. The flywheel places customers at the center of a business and highlights the opportunity for repeat business through relationship building and customer service engagement. It represents how you keeping your customers coming back leads to the success of your company.
Forecasting in marketing is the process of predicting future customer demand for a product or service. This information can be used to make decisions about production, pricing, and marketing strategies.
A tool used by digital marketers to limit the number of times a particular user sees an ad. Frequency capping can help prevent ad fatigue and improve the effectiveness of digital advertising campaigns.
‘Friction’ in marketing is any element that makes it more difficult for customers to purchase a product or service. ‘Friction’ can be caused by anything from a complicated purchase process to a lack of available information. It can also be caused by negative customer experiences, such as long wait times or poor customer service.
G
The term ‘Gated Content’ is used in the context of B2B content marketing strategies to refer to content (white paper, webinar, etc.) that the prospect can only access by filling out a form or sending a request by E-mail. The use of ‘Gated Content’ therefore makes it possible to go from an anonymous visitor to a lead who is identified and more or less qualified.
The General Data Protection Regulation (GDPR) is a regulation of the European Union (EU) that became effective on May 25, 2018. It strengthens and builds on the EU’s current data protection framework, the General Data Protection Regulation (GDPR) replaces the 1995 Data Protection Directive.
The GDPR sets out the rules for how personal data must be collected, processed and stored by organizations operating in the EU. It also establishes new rights for individuals with respect to their personal data. Finally, it creates enforcement mechanisms to ensure that data controllers comply with the GDPR.
Google AdSense is a program run by Google that allows publishers to insert ads on their websites. The ads are targeted by Google using an algorithm that takes into account the content of the website as well as the user's location, search history, and other factors.
Google AdWords is an advertising service that allows businesses to place ads on Google search results pages and on websites that are part of the Google Display Network. AdWords allows businesses to set a budget for their advertising campaigns and only pays when someone clicks on an ad.
Geolocation-based targeting advertising is a type of advertising that uses information about a user's location. This type of advertising can be used to target ads to users based on their current location, or it can be used to target ads to users based on their location history. Geolocation-based is often used by businesses that have a physical location, such as a store or restaurant, to target ads to consumers who are nearby. This type of targeting can be used to reach customers who are more likely to be in the market for a particular product or service.
Google Analytics
Google Analytics is a free service offered by Google that generates detailed statistics about the visitors to a website. Google Analytics can track visitors from all referrers, including search engines, display advertising, pay-per-click networks, and email marketing campaigns. It also tracks social interactions with content, such as likes, shares, and comments.
Google Analytics Premium
Google Analytics Premium is a paid service that offers all the features of Google Analytics, plus additional features such as custom reports and data sampling.
Google DoubleClick
Google DoubleClick is a technology platform that helps businesses maximize their return on investment from digital advertising. DoubleClick includes a number of products, such as DoubleClick for Advertisers, DoubleClick for Publishers, and DoubleClick Campaign Manager.
Google Marketing Platform
Google Marketing Platform is a suite of digital marketing tools that helps businesses plan, execute, and measure their digital marketing campaigns. The platform includes a number of products, such as Google AdWords, Google Analytics, and Google DoubleClick.
Google My Business is a free service offered by Google that allows businesses to manage their online presence across Google search and maps. businesses can add and edit their business information, upload photos, and respond to reviews.
Google Search Console
Google Search Console is a free service offered by Google that helps businesses monitor and troubleshoot their website's appearance in Google search results. Search Console provides data and tools to help businesses improve their website's ranking in search results, and to troubleshoot issues that may be affecting their website's visibility.
Google Tag Manager is a free service offered by Google that helps businesses manage their website's tags, including tracking and analytics tags. Tag Manager can help businesses save time and resources by consolidation tag management into a single interface.
Google AdMob
Google AdMob is a mobile advertising platform that helps app developers monetize their apps with in-app advertising. AdMob allows developers to show ads from Google AdWords, DoubleClick, and other ad networks in their apps.
‘Google Ads’ (formerly known as Google AdWords) is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users.
Google AdWords Express
Google AdWords Express is a simplified version of Google AdWords that is designed for small businesses. AdWords Express allows businesses to create and manage their ad campaigns with minimal effort.
Google Display Network
Google Display Network is a collection of websites that agree to show Google ads. The Google Display Network includes a wide range of websites, from small niche sites to large general interest sites.
Google Merchant Center
Google Merchant Center is a tool that helps businesses upload their product information to Google and make it available to shoppers on Google search and shopping. Merchant Center also helps businesses manage their product listings and keep their information up-to-date.
Google Search Ads 360
Google Search Ads 360 is a paid service that allows businesses to place ads on Google search results pages. Search Ads 360 allows businesses to set a budget for their advertising campaigns and only pays when someone clicks on an ad.
Google Sheets
Google Sheets is a free online spreadsheet application that allows users to create and edit spreadsheets online. Sheets offers all the features of a traditional spreadsheet application, plus some additional features that are unique to the online environment.
Google Translate
Google Translate is a free online language translation service that can translate text and web pages into different languages. Translate can be used to translate between over 100 languages.
Google Trends is a free online tool that allows users to see how often particular terms are being searched for on Google. Trends can be used to track the popularity of search terms over time, and to compare the relative popularity of different terms.
Google Voice
Google Voice is a free service that allows users to make and receive phone calls using a Google Voice number. Voice offers a number of features that are unique to the online environment, such as voicemail transcription and call forwarding.
Google Webmaster Tools
Google Webmaster Tools is a free service offered by Google that helps businesses monitor and troubleshoot their website's appearance in Google search results. Webmaster Tools provides data and tools to help businesses improve their website's ranking in search results, and to troubleshoot issues that may be affecting their website's visibility.
Growth Hacking is a combination of marketing, analytics and technology used to identify the most rapid growth opportunities for a company. Growth Hacking is usually associated with startups who have limited resources and need to find creative ways to grow their business quickly. However, Growth Hacking can be used by companies of any size to identify and capitalize on growth opportunities.
‘Growth Marketing’ is a strategy whose main objective is the rapid growth of the company. Often used by start-ups, it consists of deploying different long-term methods, centered on the user. ‘Growth Marketing’ seeks to optimize all stages of the sales cycle to achieve maximum retention.
Guerilla marketing is an advertising strategy designed for businesses with the aim of promoting their products or services in an unconventional and inexpensive way.
H
Habituation
Habituation is a basic form of learning in which an animal or person becomes less responsive to a stimulus after repeated exposure to it. So, if a bird hears a loud noise, it will eventually stop being afraid of the noise if it keeps hearing it. In marketing, habituation is used to describe how customers become less responsive to advertising over time.
‘Header Bidding’, also known as pre-bidding or advanced-bidding, is a programmatic advertising technique that allows publishers to offer their inventory to multiple demand sources simultaneously before making calls to their ad servers. This enables publishers to increase competition among buyers and maximize yield from each impression.
Homophily
Homophily is the tendency of individuals to associate and bond with similar others, as in the proverb “birds of a feather flock together.”
HTML5
HTML5 is the fifth and current major version of the HTML standard, and subsumes XHTML. It currently exists in two standardized forms: HTML 5.1 (October 2016) and HTML 5.2 (November 2017).
HTTPS
HTTPS is a secure protocol that is used to transmit data between a web server and a web browser. This data can be in the form of text, images, or other types of data. HTTPS is often used in conjunction with contextual advertising, as it can help to ensure that the data that is being transmitted is safe and secure. HTTPS encrypts and decrypts user data, such as passwords and credit card numbers, to prevent eavesdropping and data theft. It is often used in conjunction with the Transport Layer Security (TLS) protocol.
Hype
The promotion or publicization of a product, service, or event intensively, often exaggerating its importance or benefits.
‘Hyperlocal Marketing’ is a form of marketing that is focused on a specific geographic area. Businesses can use hyperlocal marketing to target customers in a specific city, neighborhood, or even a specific block.
I
IBM
The IBM Corporation is an American multinational information technology company headquartered in Armonk, New York, United States, with operations in over 170 countries. The company originated in 1911 as the Computing-Tabulating-Recording Company (CTR) and was renamed "International Business Machines" in 1924.
IBM is developing a contextual advertising platform that will allow businesses to target ads to consumers based on their location, demographics, and interests. The platform will use IBM's Watson artificial intelligence technology to analyze data from social media, weather, and other sources to identify relevant ads.
The Ideal Customer Profile is used by businesses to identify their target market and determine what marketing strategies to use to reach them. It is also used to create sales goals and measure progress towards those goals.
Inbound marketing is a type of marketing that focuses on getting potential customers to find and interact with your company, rather than you going out and finding them. This typically involves creating helpful and informative content, and making it easy for people to find it when they're ready to buy.
‘Influencer Marketing’ is a marketing strategy allowing a company to promote its product or service by relying on the notoriety of experts and recognized personalities in their field, influencers or opinion leaders, so that they deliver branded content to their community.
Interruption marketing is a type of marketing that interrupts the consumer in order to get their attention. It is typically used in advertising, but can also be used in other forms of marketing, such as telemarketing or email marketing.
Some examples of interruption marketing include pop-up ads, TV commercials, and radio ads.
Interruption marketing can be effective in getting the consumer's attention, but it can also be seen as intrusive and annoying. It is important to strike a balance when using this type of marketing so that you do not turn off the consumer.
Impression
An impression is an instance of an Internet user viewing an advertisement.
‘Impression Share’ is a metric used in digital advertising to measure how often an ad is served in comparison to the total number of eligible impressions. It is calculated by dividing the number of impressions an ad receives by the total estimated eligible impressions for the ad.
Impression Tracking
Impression tracking is the process of measuring the number of times an advertisement is viewed.
In-App Advertising
In-app advertising is a type of advertising that appears within an application.
In-Stream Video
In-stream video is a type of video advertising that is played within a stream of video content.
In-Stream Video Ad
An in-stream video ad is a video ad that is played within a stream of video content.
In-Stream Video Ad Format
An in-stream video ad format is a video ad format that is played within a stream of video content.
In-Stream Video Ad Length
In-stream video ad length is the length of time that an in-stream video ad is played.
In-Stream Video Ad Measurement
In-stream video ad measurement is the process of measuring the number of times an in-stream video ad is viewed.
In-Stream Video Ad Placement
In-stream video ad placement is the process of placing an in-stream video ad within a stream of video content.
In-Stream Video Ad Targeting
In-stream video ad targeting is the process of targeting an in-stream video ad to a specific audience.
In-Stream Video Ad Viewability
In-stream video ad viewability is the percentage of an in-stream video ad that is visible to a user.
In-Stream Video Ad Viewing Environment
The in-stream video ad viewing environment is the environment in which an in-stream video ad is viewed.
In-Stream VideoInterstitial
An in-stream videointerstitial is a type of in-stream video ad that is played between two pieces of video content.
In-Stream Video Mid-Roll Ad
An in-stream video mid-roll ad is a type of in-stream video ad that is played in the middle of a piece of video content.
In-Stream Video Pre-Roll Ad
An in-stream video pre-roll ad is a type of in-stream video ad that is played before a piece of video content.
In-Stream Video Post-Roll Ad
An in-stream video post-roll ad is a type of in-stream video ad that is played after a piece of video content.
In-Stream Video Skippable Ad
An in-stream video skippable ad is a type of in-stream video ad that a user can choose to skip after a certain amount of time.
In-Stream Video VAST
In-stream video VAST is a specification for delivering in-stream video ads.
In-Stream Video VPAID
In-stream video VPAID is a specification for delivering in-stream video ads.
Integrated marketing is a holistic and strategic approach to marketing that considers all aspects of a company’s marketing mix. The goal of integrated marketing is to create a cohesive, seamless, and consistent customer experience across all touchpoints and channels.
Index
An index is a list of terms and their associated information that is used to facilitate search.
Indexing
Indexing is the process of adding terms and their associated information to an index.
In-Game Advertising
In-game advertising is a type of advertising that appears within a video game.
Instant Articles
Instant Articles is a format for delivering content on Facebook.
Internet Advertising Bureau
The Internet Advertising Bureau (IAB) is an industry trade group that develops standards for the online advertising industry.
Internet of Things
The Internet of Things (IoT) is a network of physical objects that are connected to the Internet.
J
Java
Java is a programming language created by Sun Microsystems in 1995. It is a versatile programming language that can be used for creating a wide range of applications, including web apps, desktop apps, mobile apps, and more.
JavaScript
JavaScript is a programming language that is most commonly used to create interactive web pages. JavaScript code is written into the HTML of a web page and can be executed by the web browser to make the page more dynamic and interactive. JavaScript is also used in server-side programming, game development, and more.
K
Key Performance Indicator - (KPI)
A Performance Indicator or Key Performance Indicator (KPI) is a type of performance measurement. KPIs evaluate the success of an organization or of a particular activity in which it engages. Often, success is simply the achievement of performance targets. There are a variety of KPIs that can be used to measure success, and the KPIs that are used will vary depending on the organization and the activity being evaluated.
Keyword
A keyword is a word or phrase that is used as a search query on a search engine.
Keyword Planner
The Keyword Planner is a tool that helps you find new keywords and track the performance of your existing keywords.
‘Keyword Research’ is finding, then choosing all those words that will make the user come across your pages during their search. This will help you understand the language your potential visitors are using and then tailor your content to those queries to drive traffic to your website.
L
The ‘Landing Page’ is the means by which you want to encourage the Internet user to buy your product or service and thus transform him into a customer, or collect his contact details to make him a prospect who may become a customer later.
Lead
A lead is a potential customer who has shown interest in a company's products or services. Companies can generate leads through various marketing activities, such as trade shows, online advertising, direct mail, and cold calling.
A ‘Lead Magnet’ is a digital marketing tool that's used to capture leads by offering something of value in exchange for a person's contact information. Lead magnets come in many forms, such as ebooks, webinars, checklists, and free trials.
Lead nurturing is the process of developing relationships with prospects, usually through targeted content and communications, with the goal of eventually selling to them. Lead nurturing is certainly the most delicate phase of your inbound marketing strategy. Now that you've converted your visitors into leads through marketing automation, you need to slowly get them to turn the trial into customers.
‘Lifecycle Marketing’ is a strategy that focuses on nurturing customers throughout their entire journey with a brand, from awareness and acquisition to retention and loyalty. The goal of ‘Lifecycle Marketing’ is to create lifelong customers by providing them with relevant and personalized experiences at every stage of the customer lifecycle.
Lifetime value is an important metric for analytic purposes, especially for e-commerce businesses. It can help you determine how much you can afford to spend to acquire a new customer. The higher the lifetime value of your customers, the more money you can spend on marketing to acquire them.
A ‘Long-Tail Keyword’ is a highly targeted search phrase of three or more words. These are words that individually attract few visitors, but the sum of which can represent up to 80% of the traffic generated by search engines.
Lookalike Modeling
Lookalike modeling is a method of identifying potential customers who share similar characteristics to existing customers. This allows businesses to target advertising and other marketing efforts to individuals who are more likely to be interested in their products or services.
Lookalike Audience
A lookalike audience is a group of individuals who share similar characteristics to an existing customer base. This allows businesses to target advertising and other marketing efforts to individuals who are more likely to be interested in their products or services.
Lookalike Model
A lookalike model is a mathematical model that predicts the likelihood that an individual will exhibit certain characteristics, based on the characteristics of existing customers. This allows businesses to target advertising and other marketing efforts to individuals who are more likely to be interested in their products or services.
Lookalike User
A lookalike user is an individual who shares similar characteristics to an existing customer. This allows businesses to target advertising and other marketing efforts to individuals who are more likely to be interested in their products or services.
M
Machine Learning
Machine learning is a method of data analysis that automates analytical model building. It is a branch of artificial intelligence based on the idea that systems can learn from data, identify patterns and make decisions with minimal human intervention.
‘Macro-Marketing’ represents marketing concerning all marketing as a whole, marketing systems, and the mutual effect that society and marketing systems have on each other.
MapReduce
MapReduce is a programming model for processing large data sets with a parallel, distributed algorithm on a cluster of computers. It is often used for big data and data science applications.
‘Market Research’ is an essential step for the entrepreneur. Its realization allows it to analyze, measure and understand the functioning of the market in which it plans to establish itself. The 'Market Research' is divided into several phases: the study of the sector of activity, the study of competitors and the study of the target clientele.
Marketing automation is a type of software that allows businesses to automate their marketing and sales processes. It can be used to manage customer relationships, create and deliver marketing campaigns, track leads and opportunities, and measure marketing performance.
A ‘Marketing Campaign Plan’ is a strategic document that outlines the key goals, tactics, and delivery timelines for a marketing campaign. The plan ensures that all team members are aware of the campaign's objectives and that everyone is working together to execute the campaign in a cohesive way.
A marketing channel is the path or route through which goods and services travel from the point of production to the point of consumption. ‘Marketing Channels’ play a vital role in getting products to consumers and are often part of a company's larger marketing strategy.
‘Marketing Collateral’ is any sales or marketing materials brands use to promote their products and services, increase sales and conversions, and build loyalty and retention.
A ‘Market Concentration’ consists of a grouping of companies leading to a lasting change in the structure of the market, a loss of independence of the various companies grouped together and a strengthening of the economic power of the whole.
Marketing Dashboard
A marketing dashboard is a visual display of marketing data and metrics. It is used to track, monitor, and report on marketing performance, and to help marketing teams make data-driven decisions.
The ‘Marketing Mix’ is the set of marketing actions that you carry out to market your offer and the way to distribute them. It is therefore a way of distributing your marketing campaigns. Traditionally, the marketing mix revolves around the famous 4Ps: Product, Price, Promotion and Place.
Marketing Mix Modeling
Marketing mix modeling is a statistical technique used to determine the impact of marketing variables on sales and other measures of performance. It is often used in marketing budgeting and planning, and to evaluate the effectiveness of marketing campaigns.
Marketing Mix Optimization
Marketing mix optimization is the process of optimizing the marketing mix (i.e. the combination of marketing variables) to achieve the desired marketing objectives. Marketing mix optimization can be used to optimize campaigns, products, prices, channels, and other marketing variables.
A Marketing-Qualified Lead (MQL) is a lead that has been determined to be more likely to convert into a paying customer, based on certain criteria set forth by the marketing team.
Marketing ROI is a measure of the return on investment from marketing activities. It is used to assess the efficiency and effectiveness of marketing campaigns, and to compare the performance of different marketing initiatives.
Marketing Spend
Marketing spend is the total amount of money that a company spends on marketing activities. It includes advertising, promotion, research and development, and other marketing expenses.
Measurement
Measurement is the process of quantifying the impact of marketing activities on sales and other measures of performance. It is used to assess the effectiveness of marketing campaigns, and to compare the performance of different marketing initiatives.
Media Kit
A media kit is a collection of materials that provide information about a company or organization. It is typically used by journalists and reporters, and can include a company overview, fact sheet, press release, media contacts, and other information.
Messaging App
A messaging app is a type of software that allows users to send and receive text, audio, and video messages. It can be used for one-to-one communication or for group chat.
‘Micro-Marketing’ is an approach to advertising that tends to target a specific group of people in a niche market. With ‘Micro-Marketing’, products or services are marketed directly to a targeted group of customers.
The Middle of the Funnel (MOFU) is the stage of the sales funnel that potential customers enter after they have been made aware of a product or service and are interested in learning more. During the MOFU stage, companies provide potential customers with more information about their product or service in an effort to move them further down the funnel towards a purchase. This may include things like case studies, product demos, or detailed information about features and benefits. The goal of the MOFU stage is to continue building interest and trust with potential customers so that they will be more likely to make a purchase.
Misrepresentation
A misrepresentation is a false or misleading statement that is made about something in order to influence the opinion of others. In marketing, a company may make a misrepresentation about a product in order to convince consumers to purchase it. In business law, a misrepresentation is considered to be a type of fraud.
Mobile Advertising
Mobile advertising is a type of advertising that is delivered through mobile devices such as smartphones, tablets, and other mobile devices. It is often used to target consumers who are using mobile devices to access the internet, and can include banner ads, interstitial ads, in-app ads, and other types of ads.
Mobile App
A mobile app is a type of software that is designed to be used on a mobile device such as a smartphone or tablet. Mobile apps can be used for a variety of purposes, including games, productivity, news, and social networking.
Mobile App Install Ad
A mobile app install ad is a type of mobile advertising that is designed to promote the installation of a mobile app. It can be delivered through various channels, including search, social, and display.
Mobile Banner Ad
A mobile banner ad is a type of mobile advertising that is delivered as a banner ad on a mobile device. Banner ads are typically displayed at the top or bottom of a mobile screen, and can be used to promote products, services, or brands.
Mobile Interstitial Ad
A mobile interstitial ad is a type of mobile advertising that is displayed between two pieces of content on a mobile device. Interstitial ads are typically displayed when a user is transitioning from one piece of content to another, and can be used to promote products, services, or brands.
Mobile In-App Ad
A mobile in-app ad is a type of mobile advertising that is delivered within a mobile app. In-app ads can be used to promote products, services, or brands, and can take various forms, including banner ads, interstitial ads, video ads, and native ads.
Mobile In-Stream Ad
A mobile in-stream ad is a type of mobile advertising that is delivered within a video stream on a mobile device. In-stream ads can be used to promote products, services, or brands, and can take various forms, including pre-roll ads, mid-roll ads, and post-roll ads.
Mobile Native Ad
A mobile native ad is a type of mobile advertising that is delivered in a format that is native to the mobile platform. Native ads are typically less intrusive than other types of ads, and can take various forms, including banner ads, interstitial ads, and video ads.
Mobile Rich Media Ad
A mobile rich media ad is a type of mobile advertising that uses rich media to deliver an interactive and engaging experience to users. Rich media can include images, video, and audio, and can be used to promote products, services, or brands.
Mobile Video Ad
A mobile video ad is a type of mobile advertising that is delivered as a video on a mobile device. Video ads can be used to promote products, services, or brands, and can take various forms, including pre-roll ads, mid-roll ads, and post-roll ads.
Monthly Recurring Revenue - (MRR)
The Marketing Monthly Recurring Revenue (MRR) is a measure of the revenue that is generated by marketing activities on a monthly basis. This metric is used to track the performance of marketing campaigns and to assess the effectiveness of marketing strategies.
Multi-Touch Revenue Attribution
Multi-Touch Revenue Attribution is the process of organizing, collecting and cataloguing all of the interactions that occur as an individual decides to make a purchase with your company. It helps businesses understand how their marketing is contributing to the company’s bottom line, giving marketers the credit they deserve for their efforts.
‘Multivariate Testing’ refers to a testing method intended to improve a Web or Marketing project. It consists of modifying several elements and presenting them in different forms to the customer, the objective is to select the combination that promises the most success.
N
Native Advertising
Native advertising is a form of advertising that is designed to blend in with the content on the page where it is displayed. Native ads are often found in social media feeds, on websites, or in apps. They generally take the form of an article, video, or image, and are usually labeled as "sponsored content" or "promoted posts."
Native Ad Format
A native ad format is a type of advertising that is designed to blend in with the content on the page where it is displayed. Native ads are often found in social media feeds, on websites, or in apps. They generally take the form of an article, video, or image, and are usually labeled as "sponsored content" or "promoted posts."
Native Ad Network
A native ad network is a network of websites or apps that sell native advertising space. Native ad networks typically offer publishers a way to monetize their content through the placement of native ads.
Native Ad Unit
A native ad unit is an advertisement that is designed to blend in with the content on the page where it is displayed. Native ads are often found in social media feeds, on websites, or in apps. They generally take the form of an article, video, or image, and are usually labeled as "sponsored content" or "promoted posts."
Native App Install Ad
A native app install ad is an advertisement that is designed to promote the installation of a mobile app. Native app install ads are typically found in social media feeds, on websites, or in apps. They generally take the form of an article, video, or image, and are usually labeled as "sponsored content" or "promoted posts."
Native Display Ad
A native display ad is an advertisement that is designed to blend in with the content on the page where it is displayed. Native ads are often found in social media feeds, on websites, or in apps. They generally take the form of an article, video, or image, and are usually labeled as "sponsored content" or "promoted posts."
Native In-App Ad
A native in-app ad is an advertisement that is designed to be displayed within a mobile app. Native in-app ads are typically found in social media feeds, on websites, or in apps. They generally take the form of an article, video, or image, and are usually labeled as "sponsored content" or "promoted posts."
Native In-Stream Ad
A native in-stream ad is an advertisement that is designed to be played within a video stream. Native in-stream ads are typically found in social media feeds, on websites, or in apps. They generally take the form of an video, and are usually labeled as "sponsored content" or "promoted posts."
Native Search Ad
A native search ad is an advertisement that is designed to blend in with the search results on a page. Native search ads are typically found on search engines, such as Google or Bing. They generally take the form of an article, video, or image, and are usually labeled as "sponsored content" or "promoted posts."
Native Video Ad
A native video ad is an advertisement that is designed to be played within a video stream. Native video ads are typically found in social media feeds, on websites, or in apps. They generally take the form of an video, and are usually labeled as "sponsored content" or "promoted posts."
A native advertising format is a type of advertising that is designed to blend in with the content on the page where it is displayed. Native ads are often found in social media feeds, on websites, or in apps. They generally take the form of an article, video, or image, and are usually labeled as "sponsored content" or "promoted posts."
Native Advertising Platform
A native advertising platform is a software platform that enables publishers to sell native advertising space. Native advertising platforms typically offer publishers a way to monetize their content through the placement of native ads.
Native Advertising Specification
A native advertising specification is a set of guidelines that define how a native ad should be designed and formatted. Native advertising specifications are typically created by native ad networks or platforms, and are used to ensure that native ads are consistent with the look and feel of the site or app where they will be displayed.
Native Advertising Technology Provider
A native advertising technology provider is a company that offers technology solutions for native advertising. Native advertising technology providers typically offer publishers a way to monetize their content through the placement of native ads.
Native Advertising Types
There are several different types of native advertising, including in-feed ads, in-article ads, and sponsored content.
Native Advertising Units
Native advertising units are a type of advertising that is designed to blend in with the content on the page where it is displayed. Native ads are often found in social media feeds, on websites, or in apps. They generally take the form of an article, video, or image, and are usually labeled as "sponsored content" or "promoted posts."
Native Ads
Native ads are a type of advertising that is designed to blend in with the content on the page where it is displayed. Native ads are often found in social media feeds, on websites, or in apps. They generally take the form of an article, video, or image, and are usually labeled as "sponsored content" or "promoted posts."
Native Apps
Native apps are mobile apps that are designed to be installed on a specific type of device, such as a smartphone or tablet. Native apps are typically developed for a specific operating system, such as iOS or Android.
Native Video Ad
A native video ad is an advertisement that is designed to be played within a video stream. Native video ads are typically found in social media feeds, on websites, or in apps. They generally take the form of an video, and are usually labeled as "sponsored content" or "promoted posts."
Neo4j
Neo4j is a graph database management system developed by Neo4j, Inc. Described by its developers as an ACID-compliant transactional database with native graph storage and processing, Neo4j is the most popular graph database according to DB-Engines ranking.
Network
A network is a group of two or more computer systems linked together. There are many types of computer networks, including the Internet, intranets, extranets, wide area networks (WANs), local area networks (LANs), wireless networks, and virtual private networks (VPNs). Ad networks are third-party services that connect advertisers and website publishers. Ad networks provide a central source of inventory, where advertisers can buy ad space and publishers can sell ad space. Ad networks are sometimes also referred to as ad exchanges. Contextual advertising networks are ad networks that serve ads based on the content of the webpage where the ad will be displayed. The ads served by contextual advertising networks are sometimes also referred to as "native ads" because they blend in with the content of the webpage.
Net Promoter Score (NPS) is a metric used to measure customer satisfaction and loyalty. Using a 0 to 10 scale, customers are asked how likely they would be to recommend a company's product or service to a friend or colleague. NPS is calculated by subtracting the percentage of detractors from the percentage of promoters.
A ‘Newsletter’ is a summary of information from a website and sent by email to a group of individuals who have voluntarily subscribed to it. The newsletter may concern commercial activities, news, novelties, etc.
‘News Jacking’ is the marketing practice that consists of quickly triggering an advertising or social campaign intended to bounce off a mediatized event or context.
A ‘Niche Market’ is a segment of a larger market that can be defined by its own unique needs, preferences, or identity that makes it different from the market at large.
The ‘North Star Metric’ is the indicator that informs the company about the value that its customers attribute to the product or service that it markets. The better the offer is valued, the better the growth potential. Each company defines its own ‘North Star Metric’, and aligns all of its teams to it.
‘Nudge Marketing’, also called "Incentive Marketing", guides the consumer to make decisions freely, but in the direction desired by the brand. "Nudge" meaning "Boost", ‘Nudge Marketing’ is thus considered as a sales incentive lever.
O
Omnichannel Marketing refers to creating your brand’s presence across multiple online (website, app, social media, email, SMS, WhatsApp) and offline (retail store, events, call-center) channels while ensuring a positive and seamless experience throughout the customer journey.
Opt-In
Opt-in is a term used in marketing and advertising that refers to the act of a consumer actively choosing to receive communications from a company. The opposite of opt-in is opt-out, which is when a consumer actively chooses not to receive communications from a company.
Optimization
Optimization is the process of making something as effective or efficient as possible. In the context of marketing and advertising, optimization refers to the process of making a marketing or advertising campaign as effective or efficient as possible. This can be done through A/B testing, by constantly tweaking and improving the campaign elements, or by using data and analytics to make informed decisions about the campaign.
OTT
OTT stands for "over-the-top." OTT refers to the delivery of content via the Internet without the need for a traditional cable or satellite TV subscription. OTT services include Netflix, Hulu, Amazon Prime Video, and more.
‘Outbound Marketing’ is a type of marketing that involves the proactive seeking out of potential customers, rather than waiting for them to come to you. ‘Outbound Marketing’ typically takes the form of advertising and direct mailing.
Out-Of-Home Advertising
Out-of-home advertising is a type of marketing that includes any type of advertising that is seen by consumers when they are outside of their homes. Out-of-home advertising includes billboards, bus stop ads, subway ads, and more.
Overexposure is a state in which an individual or group is exposed to an excessive amount of something. In marketing, overexposure occurs when a company or product is bombarded with too much marketing, resulting in the public becoming jaded or uninterested.
P
Page
A page is a unit of measurement used in marketing and advertising. A page is defined as a web page that is viewed by a user.
PageRank is an algorithm used by Google to rank websites in its search engine results pages (SERPs). PageRank was developed by Google co-founder Larry Page and is named after him. PageRank is a way of measuring the importance of website pages.
The algorithm assigns a numerical weighting to each element of a hyperlinked set of documents, such as the World Wide Web, with the purpose of "measuring" its relative importance within the set. The algorithm may be applied to any collection of entities with reciprocal quotations and references. The numerical weight that it assigns to any given element E is referred to as the PageRank of E and denoted by P(E). The basic idea is that more important websites are likely to receive more links from other websites.
‘Page Performance’ refers to how quickly a web page loads and how well it responds to user input. Factors that can affect page performance include the size and complexity of the page, the number of resources it loads, and the speed of the server it is hosted on.
Paid search advertising is a type of advertising where businesses pay to have their ads appear in the search results pages of search engines. This is usually done in the form of a text ad, and can be targeted to specific keywords or phrases that users are searching for.
‘Pay-Per-Click (PPC)’ , is an online advertising model where advertisers serve ads on a platform such as Google Ads, Bing Ads, Facebook Ads etc… and pay a commission each time someone clicks on them.
Performance marketing is a type of marketing that is based on results. In performance marketing, advertisers only pay for results, such as clicks, leads, or sales. Performance marketing is also sometimes referred to as "pay for performance" or "PFP."
Permission marketing is an approach to the sale of goods and services in which a potential customer explicitly agrees in advance to receive marketing information.
Personalization
Personalization is the process of tailoring content to a specific user. This can be done by taking into account the user's past behavior, demographics, and/or location.
Pinpoint
Pinpointing is the process of targeting a specific user with a specific ad. This is done by taking into account the user's past behavior, demographics, and/or location.
Pixel
A pixel is a small image that is placed on a web page. This image is used to track the user's activity on the page.
The ‘Pricing Strategies’ is an element of the marketing plan or marketing mix. It includes the process of fixing a price for a product or that relating to the fixing of prices within a range. The ‘Pricing Strategies’ is not set in stone and may change depending on promotional actions, the competitive environment or the product's life cycle.
Privacy first web is a principle for making websites that are designed and operated with the privacy of users in mind. This may include features such as data encryption, user authentication, data minimization
The Product Market Fit corresponds to the meeting between a product and its market. This is when the product becomes the obvious solution for the target. She understands it, buys it and doesn't hesitate to talk about it around her. When Product Market Fit is achieved, acquiring new customers becomes easier and easier.
Programmatic advertising is the process of automating the buying and selling of advertising space. This is done through the use of software that makes it easier to buy and sell ad space in real-time.
Q
Questionable content
Questionable content includes adult, gambling, and violent content. It can also include content that's hateful, inflammatory, or otherwise offensive.
Quality Score
Quality Score is a measure of the quality and relevance of your ad and Landing Page. Higher Quality Scores can lead to lower prices and better ad positions.
Query
A query is a word or phrase that a user enters into a search engine.
Query-sensitive ad
A query-sensitive ad is an ad that's triggered to appear based on the user's query.
Query-sensitive ranking
Query-sensitive ranking is the process of determining the order in which ads are displayed on a search engine results page.
R
Referral marketing is a type of marketing where businesses encourage customers to refer new business to them. This can be done through various means such as loyalty programs, referral discounts, or simply asking customers to tell their friends about the business. Referral marketing can be an effective way to acquire new customers and grow a business.
‘Referral Traffic’ is part of the recommendation marketing strategy, these are visitors who arrive on your site by clicking on a link on another site (referrer site). You have probably already heard this term in the B2C context, with online comparators and influence campaigns.
‘Relationship Marketing’ refers to marketing actions that aim to maintain a personalized and continuous relationship with each customer in order to support them in the buying process and build loyalty. Centered on the customer, it is opposed to transactional marketing centered solely on the product and the act of purchase.
Relevance is the degree to which an ad is related to the user's query or context.
Relevant Page
A relevant page is a page that's relevant to the user's query.
Reseller
A reseller is a company that sells advertising on behalf of another company.
The definition of ‘Revenue Operations’ could be summed up as a kind of crossroads of operational objectives of marketing, sales and customer relations grouped together in a single department. The goal pursued is simple: Achieve its turnover objectives.
Revenue per click is a metric that measures the amount of money that is generated by an online advertising campaign. The CTR is calculated by multiplying the number of times an ad is clicked by the amount of money that is earned per click.
RightRail
RightRail is the name of the area on the right side of a search engine results page that typically contains paid ads.
The "right to disconnect" is the right of workers to disconnect from work-related electronic communications outside of work hours. This right is based on the principle that workers should not be expected to be constantly available for work, and that they should be able to disconnect from work in order to have a healthy work-life balance.
ROAS
ROAS stands for "return on ad spend." It's a metric that measures the return on investment for an advertising campaign.
ROI
ROI stands for "return on investment." It's a metric that measures the return on investment for an advertising campaign.
‘Retargeting’ allows you to target an Internet user who has already visited your website without making a purchase, by sending him an advertising offer via an advertising banner that appears on the other sites he consults while browsing, or via an email.
The ‘Return On Ad Spend - (ROAS)’ assesses the performance and financial return of a digital advertising campaign. It will also make it possible to check, on each channel, its profitability. The result encountered will give an element of response to continue or not the advertising investments on the medium in question. All advertising actions can be evaluated thanks to the ‘Return On Ad Spend - (ROAS)’ such as social networks and content marketing.
S
SaaS Marketing is a type of marketing that focuses on acquiring leads for subscription-based software products. SaaS, or Software as a Service, is a way of selling software products as cloud-based applications that are regularly updated with new features.
Sales Enablement refers to the strategy of continuous alignment of marketing and sales, the aim of which is to increase sales performance by providing sales teams with the necessary tools (technology, content, training) to always meet the needs of their customers, throughout the buying process.
The ‘Sales-Qualified Lead’ are leads ideally from ‘Inbound Marketing’, which have been approached by the salesperson, with the aim of transforming them into opportunities. These are leads that the seller has attested to be valuable. That is to say that a first contact has been established and a certain number of parameters have been checked.
Search engine
A search engine is a website that allows users to search for information on the Internet.
Search engine marketing
Search engine marketing is the process of marketing a website on a search engine.
Search engine optimization is the process of optimizing a website for a search engine.
SERP
SERP stands for "search engine results page." It's the page that a search engine displays after a user submits a query.
Service Level Agreement - (SLA)
A Service-Level Agreement (SLA) is a contract between a company and its service provider that outlines the level of service expected by the customer. The agreement includes metrics by which that service is measured, and the remedies or penalties if the agreed-on service levels are not met.
Session
A session is a period of time that a user spends on a website.
Site
A site is a collection of webpages that are related to each other.
Site map
A site map is a list of all the pages on a website.
Social media
Social media are websites and applications that allow users to create and share content.
Social media marketing is a form of internet marketing that uses social networking websites as a promotion tool. The goal of social media marketing is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach.
Social Proof is used in marketing to define and characterize the behavior of potential customers. Social proof is a behavior that many other customers exhibit. In simple terms, if people X and Y have purchased a purchased product, person Z can also buy it because people X and Y play a role in his purchase decision. This is considered proof of social influence, which plays a huge role in the purchase decision.
Sponsored link
A sponsored link is an ad that appears on a search engine results page.
Storytelling is using a narrative to promote a product or service. This can be done in a number of ways, such as using customer testimonials, creating ads that tell a story, or using social media to share stories about how a product or service has helped someone.
Structured data
Structured data is information that's organized in a specific way.
SWOT analysis is a technique used to identify the strengths, weaknesses, opportunities and threats that surround your business, but it can be applied to a single project just as well. Moreover, although it is mainly used by organizations (small businesses, non-profit organizations or even large companies).
T
Targeting
Targeting is the process of choosing which users will see an ad.
Targeted ad
A targeted ad is an ad that's shown to a user based on their interests or demographics.
The target audience for contextual advertising is people who are interested in the product or service being advertised. Contextual advertising uses information about the user's context, such as the user's search terms, to show ads that are relevant to the user's interests.
‘Targeted Traffic’ is the practice of driving visitors to a website or landing page who are deemed to be more likely to convert into customers or leads. This is typically done through targeted marketing campaigns that reach potential customers by using keywords, demographics, or other relevant criteria.
‘Taxonomy’ in marketing is the process of organizing and categorizing data, such as customer preferences and behaviors, into logical groupings. This helps marketers analyze and segment their audiences more effectively.
The term ‘Testimonial’ means customer testimonial. In advertising, it is a question of using rewarding testimonials from customers, real or fabricated. For a brand, this process aims to gain authenticity and credibility, playing on the informative and journalistic aspect, and anchoring the product to be promoted in reality.
Time-based targeting is a method of online advertising that allows businesses to target potential customers based on the time of day that they are most likely to be online. This type of targeting can be used to reach customers who are more likely to be in the market for a particular product or service.
Google's Topics API is the latest part of its Chrome Privacy Sandbox. The Topics API will allow publishers to create topics, which are basically like categories for their content. This will help ad systems better target ads to readers, and also help readers find content they're interested in. The Topics API is also a way for developers to create controls for users based on recognizable topics. This can help users manage their data more efficiently, by allowing them to delete individual topics or see a list of all topics stored in the browser.
A ‘Topic Cluster’ is a group of related webpages that are focused on a specific topic related to web advertising. This cluster can be used to target specific customers and improve SEO rankings by providing more relevant content.
The Top of the Funnel - (TOFU) is the initial interaction between a brand and a potential customer. The TOFU stage is where customers are first exposed to your brand and start to develop an awareness of your product or service.
Total Addressable Market - (TAM)
The term ‘Total Addressable Market - (TAM)’ is the total revenue opportunity that is available to a company in a specific market. The size of the ‘Total Addressable Market - (TAM)’ is determined by the number of potential customers in the market, the size of the average purchase, and the company's market share.
‘Twitch Advertising’ is a form of advertising that allows brands to promote their products and services to Twitch users. It can include sponsored streams, video ads, display ads, text and banner ads, and in-stream ads. ‘Twitch Advertising’ is a great way to reach a large audience of gamers and streamers and increase brand awareness.
U
A ‘Unique Selling Proposition’ is a feature or aspect of a product or service that sets it apart from its competitors. It is the reason why customers should buy from a specific company and not its rivals. Some common USPs include being the lowest-cost provider, having the best quality products, or providing the most unique or innovative products or services.
User
A user is a person who uses a website or an app.
User authentication is a process of verifying that a user is who they claim to be. This is usually done by asking the user to provide some form of identification, such as a username and password. Once the user has been authenticated, they will be able to access the system or service they are trying to use.
User Unique ID
The User Unique ID is a unique identifier assigned to a user by an advertising platform in order to track the user's activity across different devices and browsers. This ID helps to ensure that the user sees relevant ads and that the advertiser only pays for impressions that are delivered to unique users.
V
View-through conversion
A view-through conversion is a conversion that happens after a user sees an ad but doesn't click on it. This can happen if the user clicks on another ad from the same advertiser later, or if the user visits the advertiser's site directly.
Viewable impression
A viewable impression is an ad that is seen by a user. This can happen if the ad is placed on a website that the user is viewing, or if the ad is placed in an email that the user is reading.
Viral Content is defined as a piece of content that is quickly and widely shared by users on the internet. This type of content often has a high emotional appeal that encourages users to share it with their friends and followers.
Visit
A visit refers to a user clicking on an ad that appears on a website or app and being redirected to the relevant store or page to see the corresponding content
W
A walled garden is a type of advertising where a company limits the types of ads that are shown on its website. This can be done to create a more cohesive and branded experience for the user, or to avoid showing ads that the company does not endorse.
Web application
A webapp is a software application that is designed to be accessed by users over the internet. Webapps are typically developed using web technologies such as HTML, CSS, and JavaScript, and can be accessed through a web browser or mobile device. Webapps are often designed to provide a user-friendly interface and allow users to interact with the app using a variety of input methods, such as clicking, tapping, or typing. Many webapps are designed to be used on multiple devices and platforms, and can be accessed from anywhere in the world. Webapps can be used for a variety of purposes, such as online shopping, social networking, or gaming.
Web scraping is a process of extracting data from websites. It involves using a program to send requests to a website and then parsing the response to extract the data you need. Web scraping can be used to extract data from websites that don't have an API or that don't make their data easily accessible. It can also be used to bypass paywalls or other restrictions that prevent you from accessing data on a website. For advertisers, web scraping can be used to collect data about competitor products and pricing. For journalists, web scraping can be used to gather data about a particular topic or event. And for developers, web scraping can be used to gather data that can be used to improve their own products or services.
A webinar is an online seminar that allows participants to view and listen to a presentation over the Internet. Webinars usually include a question-and-answer session, and may be interactive, with participants able to ask questions of the presenter in real time.
Website
A website is a collection of webpages that are related to each other.
Webpage
A webpage is a single page on a website.
Word-of-Mouth - (WOM) is the most traditional and one of the most effective and powerful forms of marketing. It is simply when one person tells another about a product or service. In the digital age, word-of-mouth can be boosted by social media, online reviews, and other forms of online content.
A Workflow is a series of repeatable steps that define how work should be completed. Workflows can be customized to fit the needs of any organization, and can be as simple or complex as necessary. Typically, a workflow will involve multiple people and/or departments, and will be designed to optimize efficiency and quality.
A whitepaper is a type of research report that is typically used in the business and government sectors. Its purpose is to communicate complex ideas in a concise and easy-to-understand manner. Whitepapers are often used to promote new products or services, or to persuade potential customers or clients to adopt a new approach or technology.
Willingness to Pay (WTP) is a measure of how much a customer is willing to pay for a product or service. It is a key concept in marketing and pricing decisions, as it helps companies determine the most effective prices for their offerings. WTP is typically calculated using market research, customer surveys, and customer data analysis.
Y
‘YouTube Advertising’ is a form of online advertising where businesses can place ads on YouTube videos. These ads can be in the form of pre-roll ads, which play before the video, or overlay ads, which appear on the bottom of the video.
Z
A Zero Cost Strategy is a business or marketing strategy in which a company or individual seeks to gain an advantage over competitors by not incurring any costs. The goal is to generate revenue while incurring no expenses. This can be done through a variety of means, such as using free resources, negotiating favorable terms with suppliers, or finding creative ways to generate revenue.
Zero Moment Of Truth (ZMOT) characterizes the fact between a first advertising stimulus and his first contact with the product at the point of sale First Moment of Truth (FMOT), the consumer will often engage in a search action for information related to the product that can strongly influences their buying decision.
Zero-Party Data refers to data provided directly by customers and prospects, on an entirely voluntary basis. This data can be used to build a profile of an individual and can be used for targeted marketing or other purposes. The only downside to collecting zero party data is that if you ask customers for too much information at once, they may feel overwhelmed. It is therefore appropriate to request this data in several times.
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