Advertising Glossary

The portion of a webpage that is visible without scrolling down. Advertisers often try to place their ads here to ensure maximum visibility.

A platform that connects advertisers with publishers to facilitate the buying and selling of online advertising space.

A company that aggregates ad inventory from multiple publishers and sells it to advertisers.

The specific location on a website where an ad is displayed.

A technology platform that stores and delivers ads to websites or mobile apps.

The process of selecting the right audience for an ad based on factors like demographics, interests, and behaviour.

A standardized size and format for digital ads, such as a 300x250 pixel banner or a 728x90 pixel leaderboard.

The percentage of an ad that is actually visible to a user on a webpage or in a mobile app.

A type of performance-based marketing where advertisers pay commissions to affiliates for driving traffic or sales.

A set of rules or calculations used by search engines and social media platforms to determine which content is shown to users.

The process of assigning credit for a conversion or sale to the appropriate marketing channel or touchpoint.

A type of display ad that appears at the top or bottom of a webpage.

The process of targeting ads to users based on their past behaviour, such as their browsing history or search queries.

The amount of money an advertiser is willing to pay for a click or impression in an auction-based advertising model.

The percentage of users who leave a website after viewing only one page.

The process of creating a distinctive identity for a product or company through marketing and advertising.

A prompt for users to take a specific action, such as clicking a button or filling out a form.

The percentage of users who click on an ad after seeing it.

Marketing that focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience.

A desired action taken by a user after seeing an ad, such as making a purchase or filling out a form.

The percentage of users who complete a desired action after clicking on an ad.

The amount of money an advertiser pays for each conversion.

The amount of money an advertiser pays each time a user clicks on their ad.

The cost of each thousand impressions of an ad in a display advertising campaign.

The visual or audio content of an ad, such as an image or video.

The process of targeting users across multiple devices, such as desktop computers, smartphones, and tablets.

The process of improving the click-through rate of an ad through testing and optimization.

A targeted group of users created by advertisers based on factors like demographics, interests, and behaviour.

The cost of acquiring a new customer through all marketing efforts, including advertising and sales.

The total amount of revenue generated by a customer over the course of their relationship with a business.

Private social sharing, such as sharing links through messaging apps or email, that is difficult to track and measure.

Characteristics of a population, such as age, gender, income, and education level.

A type of online ad that appears as a visual element on a webpage or mobile app.

The process of automatically generating and testing multiple versions of an ad to determine the most effective combination of creative elements.

The buying and selling of products or services online.

Marketing efforts that utilize email to communicate with customers or prospects.

The level of user interaction with an ad, such as clicks, likes, or shares.

The level of user interaction with an ad, such as clicks, likes, or shares.

The process of moving users through a series of steps to convert them into customers, often visualized as a funnel.

The process of setting up a virtual boundary around a physical location, such as a store, to target users within that area with ads.

The process of targeting ads to users in specific geographic locations.

Google's advertising platform for placing ads on search results pages and other websites.

A web analytics service offered by Google that tracks and reports website traffic.

A word or phrase preceded by a # symbol used to categorize and search for content on social media.

A programmatic advertising technique where multiple ad exchanges are connected to increase competition and maximize revenue for publishers.

The number of times an ad is displayed to a user.

A type of video ad that appears within a video player, typically before or during a video content.

A type of video ad that appears within a video player, typically before or during a video content.

A short, catchy song or tune used to promote a product or service.

A "jumble display" pertains to the visual presentation of products or brands in a deliberately disorderly or mixed arrangement, often employed for creative or attention-catching purposes within retail spaces, marketing campaigns, or design contexts.

A measurable metric used to evaluate the success of a marketing campaign, such as click-through rate or conversion rate.

A specific word or phrase used in search engine optimization (SEO) or pay-per-click (PPC) advertising to target specific users.

The webpage where users are directed after clicking on an ad, often designed to encourage a specific action such as filling out a form or making a purchase.

A user who has expressed interest in a product or service and provided contact information for follow-up.

The process of generating interest in a product or service and collecting user information for follow-up marketing efforts.

The process of acquiring links from other websites to improve a website's search engine rankings.

The process of optimizing a website and online presence for local searches, such as "restaurants near me.

A targeted group of users created by advertisers based on similarities to an existing audience, such as past purchasers or website visitors.

The use of technology and software to automate repetitive marketing tasks and improve efficiency.

Advertising that appears on mobile devices, such as smartphones and tablets.

Narrowcasting is the precise delivery of tailored content to a specialized audience, focusing on specific interests and preferences for maximum relevance and impact.

Advertising that is designed to match the look and feel of the content on the website or mobile app where it appears.

The process of improving the performance of a marketing campaign through testing and adjustments.

Search engine results that are generated based on the relevance and quality of the content, rather than paid placement.

Search engine results that are displayed based on a bidding system where advertisers pay for placement.

An advertising model where advertisers pay each time a user clicks on their ad.

The use of automated technology to buy and sell advertising space in real-time auctions.

A score assigned by search engines to ads based on factors like relevance and user experience, which can affect ad placement and cost.

Quantitative research in advertising means using numerical data from surveys and statistical analysis to understand audience patterns and trends, informing effective advertising strategies.

The total number of users who see an ad.

The process of targeting users who have interacted with a website or ad in the past with follow-up marketing efforts.

A type of remarketing where users are targeted with ads based on their past behaviour, such as viewing specific products on a website.

The amount of revenue generated from advertising compared to the amount spent.

The process of optimizing a website to rank higher in search engine results pages.

The page of results displayed by a search engine in response to a user's query.

A group of users with similar characteristics or behaviours, such as past purchasers or users who have viewed specific products.

Platforms such as Facebook, X, LinkedIn and Instagram where users can share content and connect with others.

Content that is created or sponsored by an advertiser and appears on a website or social media platform.

The group of users that a marketing campaign is intended to reach.

The process of selecting specific users or groups of users to display ads to based on factors such as demographics, interests, or past behaviour.

The process of selecting specific users or groups of users to display ads to based on factors such as demographics, interests, or past behaviour.

The number of users who visit a website or view an ad.

The number of users who visit a website or view an ad.

The overall experience a user has while interacting with a website or product, including factors such as ease of use and satisfaction.

Content created by users, such as reviews or social media posts, that can be used in marketing efforts.

The percentage of an ad that is actually seen by a user, often used as a measure of ad effectiveness.

Marketing that relies on social sharing and word-of-mouth to spread a message or promote a product.

The measurement and analysis of website data to improve performance and user experience.

The process of improving the performance and user experience of a website through testing and adjustments.

Ethical SEO techniques that comply with search engine guidelines.

X-efficiency evaluates the efficiency of an advertising campaign, gauging its effectiveness. This assessment involves dividing the overall sales yielded by the campaign by its total cost.

The X-Mark Signature constitutes a specific form of digital signature employed within the advertising realm. This innovative method serves as a secure mechanism to validate the genuineness of an advertisement and simultaneously monitor its effectiveness and impact.

XBRL (eXtensible Business Reporting Language) functions as a widely adopted standard for the exchange of business-related data. In the realm of advertising, it finds application as a tool for monitoring campaign performance and generating comprehensive reports to communicate their outcomes effectively.

XRT (cross-platform real-time bidding) constitutes a dynamic mechanism within the online advertising landscape, enabling advertisers to participate in auctions for ad space across a diverse spectrum of platforms, encompassing websites, applications, and connected television environments.

Yellow Pages, available both in print and online, function as comprehensive directories of businesses and services. Advertisers can secure listings within the Yellow Pages to effectively tap into a broad audience.

Yield Management, a strategic pricing approach, dynamically adjusts prices based on demand, primarily utilized in sectors like airlines and hotels, and can also find applicability within the advertising domain.

Your Money or Your Life (YMYL) Pages encompass a specific category of web content highlighted within the Google Quality Rater Guidelines, with potential implications for users' future well-being, health, financial stability, or safety.

Youth Marketing entails the targeted promotion of products and services to the younger demographic. This burgeoning field recognizes the substantial purchasing influence wielded by young consumers.

Within the Google Ads online advertising platform, YouTube Ads form an integral segment, enabling the display of advertisements on the YouTube platform.

Zero-party data encompasses voluntarily shared information that individuals provide to companies. This data holds heightened value compared to third-party data due to its superior accuracy and reliability.

Zigzag represents an engaging banner ad variant that creates the illusion of movement across the screen. This design aims to capture attention and sustain user engagement.

Zine, a compact self-published periodical, serves as a platform commonly utilized to advocate for specific causes or interests.