Glossary: C is for…


Welcome to our glossary of online advertising terms!

Find out more about online advertising terms that start with the letter C.

 


Cache-busting

Cache-busting in online advertising is the process of stopping an ad being automatically stored on a users computer, so that it isn’t loaded every time a page is. This is important so that Ad Impressions can be counted correctly. The process varies from Ad Server to Ad Server.

 


Call To Action

Call To Action (or CTA) refers to sentences which direct a user to do something (such as “Buy Now!”, “Get your Free Sample Today” etc). It is generally considered best practice to include them in all marketing campaigns.

 


Channels

A marketing channel is a way to advertise something. For example, you could refer to online advertising in general as a channel, or CPC campaigns as a channel, or technology websites as a channel etc.

 


Click 

In online advertising this refers to when a user clicks on an ad. This is the standard goal of most Advertising Campaigns.

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Click-Through Rate

Click-Through Rate (or CTR) is a measure of efficiency of ads. It is the percentage of clicks to Impressions that an ad attracts. It is a way in which advertisers can compare performance on different sites regardless of the relative size of the sites.

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CMS

CMS stands for Content Management System. It refers to any program that is used to manage a website (such as WordPress for example).

 


Co-Branding

When one brand tries to link itself intrinsically in the minds of the user with another, often by placing its logo on another site. Common examples of this would be coverage of a specific event on one site being labelled as “brought to you in association with” another site.

 


Companion Ad

Companion Ads are two or more ads which are delivered together. Due to the way these work, there will always be one ad which is served first, and then another which loads afterwards. The second ad is the Companion Ad, and it will generally get fewer impressions than the main ad.

 


Confirmation Page

A Confirmation Page is the page a user sees after completing an action that confirms that action has occurred. For example when ordering a pizza online, it’s the page which says your order has been confirmed, and the pizza will be delivered.

 


Consumption

A Consumption is a metric Facebook uses, which basically means the number of clicks on a Facebook post.

 


Content

Content is a generic term for stuff on the internet, such as posts, articles, videos, pictures etc.

 


Content Management System

Content Management System (or CMS) refers to any program that is used to manage a website (such as WordPress for example).

 


Conversion

Conversion is the generic term used for an action or acquisition completed on a CPA campaign.

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Conversion Pixel

A Conversion Pixel is a piece of code generated by an Ad Server which the a website/Ad Network gives to the advertiser to place on their Confirmation Page. Its purpose is to allow the website/Ad Network to track sales which are generated by ads on the website, and optimise the ad campaign to generate more sales (typically only used in CPA campaigns).

 


Conversion Rate

Conversion Rate is a metric for how many clicks on ads become Conversions. It is used to measure the relative efficiency of CPA campaigns.

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Converted

In online advertising a converted user is someone who has seen or clicked on an ad and completed the action the advertiser wanted from the ad.

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Cookie

A Cookie is usually a way for a webpage to store a small amount of information on your computer that will improve your experience with that website – such as your language preference or other settings. In online advertising, cookies are often built into ads and generally contain information such as where, when and how many times you have seen an advert. This can be useful for attribution and optimisation.

 


Cost

Cost is a catch-all term in online advertising that refers to budget or payment. It is used to describe all sorts of advertising payment models such as Cost Per Click, Cost Per Action etc.

 


Cost Per Acquisition

Cost per Acquisition (or CPA) is a type of Advertising Rate. It means that the advertiser only pays when an ad leads to a sale. These campaigns are the most favourable to advertisers and the least favourable to publishers, as the amount of acquisitions that these campaigns yield will vary greatly.

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Cost Per Action

Cost per Action (or CPA) is a type of Advertising Rate. It means that the advertiser only pays when an ad leads to a specific action. These campaigns are the most favourable to advertisers and the least favourable to publishers, as the amount of actions that these campaigns yield will vary greatly.

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Cost Per Click

Cost Per Click (or CPC) is a type of Advertising Rate which means publishers only get paid when a user clicks on an ad on their site.

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Cost Per Day

Cost Per Day (CPD) is a type of Advertising Rate which means advertisers pay for every day that an ad is on a site – usually exclusively and statically in the same position.

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Cost Per Engagement

Cost Per Engagement (or CPE) is a type of Advertising Rate which means advertisers pay for every Engagement with their ad.

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Cost Per Expansion

Cost Per Expansion (or CPE) is a type of Advertising Rate. It is a specific type of CPE campaign (which usually means Cost Per Engagement) in which the only Engagement which is paid for is when a user expands an ad.

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Cost Per Install

Cost Per Install (or CPI) is a type of Advertising Rate. It is essentially a type of CPA campaign for apps. It means advertisers only pay when their app is downloaded.

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Cost Per Land

Cost Per Land (or CPL) is a type of Advertising Rate. It is basically the same as Cost Per Click – it just means that publishers only get paid when a user fully loads up the landing page after clicking on an ad. This is as opposed to just having to click on it (there can be some discrepancy between these two figures due to loading times). Note: CPL usually stands for Cost Per Lead.

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Cost Per Lead

Cost Per Lead (or CPL) is a type of Advertising Rate. Cost Per Lead is when an advertiser wants to gather Leads (the details for potential customers) for sales – so the publisher will be paid when a user enters contact details on a form.

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Cost Per Thousand Impressions

Cost Per Thousand (M being the roman numeral meaning 1,000) impressions, or CPM, is a type of Advertising Rate. It means that a publisher will be paid for every 1,000 ads they display on their website.

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Cost Per View

Cost Per View (or CPV) is a type of Advertising Rate. It means an advertiser pays when a video advert is played.

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Cost Per Viewable Thousand

Cost Per Viewed Thousand (with M being the roman numeral for 1,000), or CPvM is a type of Advertising Rate. It is a variation on the CPM ad pricing model.

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CPA 

CPA stands for either Cost per Acquisition or Cost per Action and is a type of Advertising Rate. It means that the advertiser only pays when an ad leads to a sale (or action). These campaigns are the most favourable to advertisers and the least favourable to publishers, as the amount of Acquisitions/actions that these campaigns yield will vary greatly.

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CPC 

CPC stands for Cost Per Click and is a type of Advertising Rate which means publishers only get paid when a user clicks on an ad on their site.

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CPD 

CPD stands for Cost Per Day and is a type of Advertising Rate which means advertisers pay for every day that an ad is on a site – usually exclusively and statically in the same position.

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CPE

CPE stands for Cost Per Engagement or Cost Per Expansion and is a type of Advertising Rate which means advertisers pay for every expansion or engagement with their ad.

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CPI

CPI stands for Cost Per Install is a type of Advertising Rate. It is essentially a type of CPA campaign for apps. It means advertisers only pay when their app is downloaded.

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CPL 

CPL usually stands for Cost Per Lead and is a type of Advertising Rate. Cost Per Lead is when an advertiser wants to gather leads (the details for potential customers) for sales – so the Publisher will be paid when a user enters contact details on a form. Note: CPL can also occasionally stand for Cost Per Land.

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CPM 

CPM stands for Cost Per Thousand (M being the roman numeral meaning 1,000) impressions and is a type of Advertising Rate. It means that a Publisher will be paid for every 1,000 ads they display on their website.

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CPV

CPV stands for Cost Per View and is an Advertising Rate mostly used for video advertising. It means an advertiser pays when a video advert is played.

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CPVM

CPvM means Cost Per Viewed Thousand (with M being the roman numeral for 1,000) and is a type of Advertising Rate. It is a variation on the CPM ad pricing model.

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CR

CR is occasionally used as an abbreviation for Conversion Rate, which is a metric for how many clicks on ads become Conversions. It is used to measure the relative efficiency of CPA campaigns.

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Crawling

Crawling refers to the process where an automated program (known as a Spider) goes through a website and maps it out for a Search Engine.

 


Creative Agency 

A Creative Agency is a company which creates advertising on behalf of other companies. They are often a part of larger Advertising Agencies, or even Advertising Networks.

 


CSS

CSS stands for Cascading Style Sheets and is a programming language used to make websites.

 


CTA

CTA stands for Call To Action and refers to sentences which direct a user to do something (such as “Buy Now!”, “Get your Free Sample Today” etc). It is generally considered best practice to include them in all marketing campaigns.

 


CTR 

CTR stands for Click-Through Rate and is a measure of efficiency of ads. It is the percentage of clicks to Impressions that an ad attracts. It is a way in which advertisers can compare performance on different sites regardless of the relative size of the sites.

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