Online Advertising Glossary


Welcome to our Online Advertising Glossary. Use it to cut through the jargon (and keep ahead of the competition).

We’re constantly updating the glossary with basic definitions, as well as more in-depth explorations of digital marketing terms. However, if there is something you need to know about urgently (or if you think there is anything important missing), please get in touch to let us know at justin@theonlineadvertisingguide.com

Please note: The below contains terms related to digital marketing, as well as acronyms, abbreviations, and synonyms.

If you’re looking for something specific, we recommend you use the search box. You can also use the alphabetical or category filters to narrow your results.

 

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  • %

  • % Search ExitsIn Google Analytics Internal Search report, this is the percent of sessions where someone left...   Learn More >
  • % Search RefinementsIn Google Analytics Internal Search report, this is the percentage of searches where someone...   Learn More >
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  • 2nd Order LinkA 2nd Order Link is when you post something (on your blog, social media etc), then someone reads...   Learn More >
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  • 3rd Party CookiesCommonly used for analytics and conversion tracking, these are cookies that are not created by...   Learn More >
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  • 120x60What is a 120x60? The 120x60 ad unit is an IAB standard ad unit with dimensions of 120 pixels...   Learn More >
  • 120x600What is a 120x600? The 120x600 ad unit is a now-defunct IAB standard ad unit historically...   Learn More >
  • 125x125What is a 125x125? The 125x125 ad unit is a now-defunct IAB standard ad unit with the...   Learn More >
  • 160x600What is a 160x600? The 160x600 ad size is an IAB standard ad unit with dimensions of 160 pixels...   Learn More >
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  • 300x50What is a 300x50? The 300x50 ad unit is an IAB Mobile standard ad unit with the dimensions of...   Learn More >
  • 300x250An MPU is a display ad unit that is 300 pixels wide by 250 pixels tall. It is commonly called a...   Learn More >
  • 300x600What is a 300x600? The 300x600 ad unit is an IAB standard ad unit with dimensions of 300 pixels...   Learn More >
  • 320x480What is a 320x480? The 320x480 ad unit is a mobile ad with dimensions of 320 pixels wide by 480...   Learn More >
  • 320x100What is a 320x100? The 320x100 ad unit is a top-performing AdSense ad size, which is...   Learn More >
  • 320x50What is a 320x50? The 320x50 ad unit is an IAB Mobile standard ad unit with the dimensions of...   Learn More >
  • 336x280What is a 336x280? The 336x280 is an ad unit that has been delisted by the IAB. It...   Learn More >
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  • 468x60What is a 468x60? The 468x60 ad unit is a now-defunct IAB standard ad unit with the dimensions...   Learn More >
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  • 728x90A leaderboard is a display ad unit that is 728 pixels wide by 90 pixels tall. It is commonly...   Learn More >
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  • 970x250What is a Billboard? The 970x250 is an ad unit which was listed as a Rising Star by the IAB. It...   Learn More >
  • 970x90What is a Super Leaderboard? The 970x90 is an ad unit that is one of the IABs new ad portfolio...   Learn More >
  • a

  • A/B TestingA/B Testing (or split testing) is where you show two different variants of something (an ad or...   Learn More >
  • A2AAn acronym for Ask to Answer. On Quora users can request answers to questions from specific...   Learn More >
  • Abandoned CartWhen someone adds something to their shopping cart on a website that sells things but then...   Learn More >
  • Abandoned Cart EmailAn Abandoned Cart Email is an email sent to people who started adding things to their shopping...   Learn More >
  • ABMAccount-Based Marketing (ABM) is a highly-tailored marketing strategy that targets a specific...   Learn More >
  • Above The FoldWhat does Above The Fold mean? Above The Fold in online advertising (or ATF) refers to the...   Learn More >
  • Above The LineWhat does Above The Line mean? Above The Line (or ATL) refers to conventional marketing...   Learn More >
  • ACCAACCA stands for Awareness, Comprehension, Conviction and Action and is a type of marketing...   Learn More >
  • Accelerated DeliveryIn ad platforms, this is an option to specify that ads should be delivered as soon as possible....   Learn More >
  • Acceptable AdsAcceptable Ads is a set of criteria for placing ads on a website. It was created by the parent...   Learn More >
  • Account-Based MarketingAccount-Based Marketing (ABM) is a highly-tailored marketing strategy that targets a specific...   Learn More >
  • AcquisitionIn online advertising, an acquisition means a purchase. It is most commonly used as the A in CPA...   Learn More >
  • Active ModerationWhen a moderator is reading the majority of posts or comments on a website or social network to...   Learn More >
  • Active ViewActive View is how Google AdSense measures Viewable Impressions. An Active View Viewable...   Learn More >
  • Ad AgencyWhat is an Ad Agency? An Ad Agency is a company that handles other companies marketing work,...   Learn More >
  • Ad BlockerAn ad blocker is a piece of software that stops adverts from being shown on websites in a users...   Learn More >
  • Ad BlockingAd blocking is the process of blocking ads from appearing in a users browser, usually using an...   Learn More >
  • Ad BundleAn Ad Bundle is a popular advertising concept in Germany that refers to buying all ad units...   Learn More >
  • Ad BuyAn ad buy is a block of ads being purchased for one purpose.
  • Ad BuyerAd Buyer is a job in online advertising, which refers to someone who negotiates the price of...   Learn More >
  • Ad CallWhat does Ad Call / Ad Request mean? An Ad Call or Ad Request is when one computer requests an...   Learn More >
  • Ad CampaignAn Ad Campaign refers to a set ads which are designed to run together.
  • Ad ExchangeAn Ad Exchange is a type of RTB platform in which websites can both put their ads in to...   Learn More >
  • Ad ExtensionsIn Google Ads, Ad Extensions are extra bits that can be added to search ads. These include phone...   Learn More >
  • Ad ImpressionWhat is an Ad Impression? An ad impression is one successful ad call - one ad loading on a...   Learn More >
  • Ad InventoryA set of ad impressions. For example, the total amount of ad impressions a publisher or network...   Learn More >
  • Ad LineAd Line is a term used to mean one line of detail on either an insertion order or within an ad...   Learn More >
  • Ad NetworkA company that sells advertising space for many websites.
  • Ad OperationsAd Operations is a job role devoted to some combination of uploading, troubleshooting, managing,...   Learn More >
  • Ad OpsAd Operations is a job role devoted to some combination of uploading, troubleshooting, managing,...   Learn More >
  • Ad PlatformAn Ad Platform is a generic term meaning the product a company uses to serve advertising....   Learn More >
  • Ad Pricing ModelAn ad pricing model is the way in which an advertiser pays for advertising, such as on a CPM,...   Learn More >
  • Ad RankAd Rank is a metric used by Google to decide the positioning of an ad for different keywords on...   Learn More >
  • Ad ServerThe server which ads get sent to sites from. These are used by Ad Networks as well as Ad...   Learn More >
  • Ad Serving CostsAd Serving Costs are any costs accrued from the actual running of an ad. These can include (for...   Learn More >
  • Ad Serving FeesAd Serving Fees are charges made for serving ads. These would include upfront fees paid to ad...   Learn More >
  • Ad SlotThe space on a webpage where an ad loads. The dimensions are specified as horizontal and then...   Learn More >
  • Ad SpaceA space on a website that is reserved for advertising.
  • Ad SpecsAd Specs are the requirements a website/network places on advertisers to allow their ad to run....   Learn More >
  • Ad TagAn Ad Tag is the piece of code an advertiser gives to a website instead of the actual ads they...   Learn More >
  • Ad UnitAn Ad Unit is the generic term used when talking about a single type of ad.
  • AdChoicesAdChoices is an advertising industry initiative to ensure that behavioural advertising isn't...   Learn More >
  • Add To CartATC is short for a metric called "Add to Cart". This is where a user adds something to a cart on...   Learn More >
  • Added ValueWhat does Added Value or Value Added mean? In online advertising, Added Value (or Value Added)...   Learn More >
  • AddressableAddressable refers to the ability to target specific individuals or segments of an audience...   Learn More >
  • Adobe FlashAdobe Flash was an animation program that was commonly used for advertising. It was finally...   Learn More >
  • ads.txtAds.txt is a file that websites can upload which publicly declares which ad companies are...   Learn More >
  • AdSenseAdSense is an Ad Platform from Google. It is an easy way to place ads on your site and earn...   Learn More >
  • Advanced MatchingA feature on Facebook Ads which allows the Facebook Pixel to scan webpages it is on to glean...   Learn More >
  • AdvergameAn Advergame is a game made by an advertiser. It is a sort of advertisement in that the game...   Learn More >
  • AdvertiseTo advertise is the process of drawing attention to a something (such as a product, service or...   Learn More >
  • AdvertiserAn advertiser is a person or company who pays for any form of advertising.
  • Advertising RateBefore you can work out how much money your site will make, you have to understand the different...   Learn More >
  • Advertising-Based Video on DemandAVOD stands for Advertising-Based Video on Demand (I don't know why the B disappeared). It...   Learn More >
  • AdvertorialAdvertorial is a piece of writing made to look like an article, but which is just a written...   Learn More >
  • AdwareAdware is a type of software that delivers ads onto a computer regardless of an internet...   Learn More >
  • AdWordsAdWords is an Ad Platform from Google. It is a place where advertisers can run ad campaigns...   Learn More >
  • AEMFacebook's Aggregated Event Measurement Protocol is a change to how conversions are measured by...   Learn More >
  • Affiliate MarketingFor websites, affiliate marketing is typically the practice of putting a link to a product or...   Learn More >
  • Age GateAn Age Gate is a page (sometimes within an advert) that stops a user from continuing until they...   Learn More >
  • Aggregated Event Measurement ProtocolFacebook's Aggregated Event Measurement Protocol is a change to how conversions are measured by...   Learn More >
  • AI ContentContent that is generated by a machine 'reading' other content. While AI Content is...   Learn More >
  • AIDAAIDA is a type of sales or marketing funnel where you drive potential customers through four...   Learn More >
  • AIDASAIDAS is a variation of the original AIDA model, which is known as one of the hierarchy of...   Learn More >
  • Alt TagA bit of text that is attached to an image on a webpage appears when the image doesn't load....   Learn More >
  • AMAAMA stands for Ask Me Anything and is a form of question and answer session that originated on...   Learn More >
  • AmazonThe largest online retailer in the world. Amazon started out selling books and now sells pretty...   Learn More >
  • Amplification RateThe rate at which an individual post is shared on social media. This is calculated by taking the...   Learn More >
  • AnalyticsThe measurable statistics of a website or an ad campaign (such as impressions). Typically...   Learn More >
  • Analytics PlatformA provider of website analytics such as Google Analytics.
  • Anchor AdAn Anchor Ad is a type of overlay ad which stays at the bottom of a webpage regardless of...   Learn More >
  • Anchor TextAlso known as a Link Label. Anchor Text is the text which has a hyperlink attached to it. For...   Learn More >
  • Animated GifA Gif that cycles through different images. Gif is an acronym that stands for graphic...   Learn More >
  • AOVThe average (mean) amount earned per order (in revenue). This is a helpful metric to make...   Learn More >
  • APIAn API is a way to connect two programs together. In digital marketing, APIs are often used to...   Learn More >
  • AppApp is an abbreviation of Application and is generally used to refer to applications on mobile...   Learn More >
  • Applause RateThe rate at which an individual post is liked on social media. This is calculated by taking...   Learn More >
  • Apple MapsThe mapping website from Apple. It can be found here. Businesses with physical locations can...   Learn More >
  • Apple Maps ConnectApple Maps Connect is how businesses with physical locations get their businesses on Apple...   Learn More >
  • ApplicationApp is an abbreviation of Application and is generally used to refer to applications on mobile...   Learn More >
  • Application for Programming InterfaceAn API is a way to connect two programs together. In digital marketing, APIs are often used to...   Learn More >
  • ARAugmented Reality is a way of digitally adding more details to an image recorded on a camera in...   Learn More >
  • ArbitrageArbitrage is the tactic of buying something at one price and then selling it at a higher price....   Learn More >
  • Ask Me AnythingAMA stands for Ask Me Anything and is a form of question and answer session that originated on...   Learn More >
  • Ask to AnswerAn acronym for Ask to Answer. On Quora users can request answers to questions from specific...   Learn More >
  • Aspect RatioA way of expressing the relative measurements of a rectangle, often used for video or display...   Learn More >
  • ATCATC is short for a metric called "Add to Cart". This is where a user adds something to a cart on...   Learn More >
  • ATFWhat does Above The Fold mean? Above The Fold in online advertising (or ATF) refers to the...   Learn More >
  • ATLWhat does Above The Line mean? Above The Line (or ATL) refers to conventional marketing...   Learn More >
  • Attention,Interest,Desire,ActionAIDA is a type of sales or marketing funnel where you drive potential customers through four...   Learn More >
  • AttributionAttribution is the process of judging data to decide which action you will say caused a result....   Learn More >
  • AuctionAn auction in digital marketing refers to the process of how an advertising platform decides...   Learn More >
  • Audible and Visible on CompleteAVOC stands for Audible and Visible on Complete. A metric measuring the number of video views...   Learn More >
  • Audience NetworkFacebook’s extended ad network of websites where it runs adverts. Similar to the Google Display...   Learn More >
  • Augmented RealityAugmented Reality is a way of digitally adding more details to an image recorded on a camera in...   Learn More >
  • AvatarA way of representing yourself with an icon or figure. Reddit launched a new Avatar builder at...   Learn More >
  • Average Order ValueThe average (mean) amount earned per order (in revenue). This is a helpful metric to make...   Learn More >
  • Avg. Search DepthIn Google Analytics Internal Search report, this is the number of pages a user views after doing...   Learn More >
  • AVOCAVOC stands for Audible and Visible on Complete. A metric measuring the number of video views...   Learn More >
  • AVOC RateAVOC Rate is the percentage of video ads that are audible and visible on complete (they have the...   Learn More >
  • AVODAVOD stands for Advertising-Based Video on Demand (I don't know why the B disappeared). It...   Learn More >
  • Awareness,Comprehension,Conviction and ActionACCA stands for Awareness, Comprehension, Conviction and Action and is a type of marketing...   Learn More >
  • b

  • B2BB2B stands for Business to Business and refers to a business whose customers are other...   Learn More >
  • B2CB2C means Business to Consumer and refers to a business whose customers are the general public...   Learn More >
  • B2DB2D stands for Business to Developer marketing. B2D marketing is coming to the fore due to...   Learn More >
  • B2EB2E stands for Business to Employee marketing. This refers to all the internal marketing...   Learn More >
  • BacklinkA backlink is a link from another website. Backlinks are different to inbound links, which...   Learn More >
  • Backup AdA Backup Ad is an ad that serves when an Ad Tag fails to call the intended ad. These can be...   Learn More >
  • Backup GifA Backup Gif is the Gif version of an ad that is provided alongside a more complicated version...   Learn More >
  • BannerWhat is a 468x60? The 468x60 ad unit is a now-defunct IAB standard ad unit with the dimensions...   Learn More >
  • Banner Ads'Banner Ads' is the generic term used to describe image-based online ads such as 160x600s,...   Learn More >
  • Banner BlindnessBanner Blindness refers to the idea that most people don't even notice display ads...   Learn More >
  • Baseline'Baseline' in online advertising generally refers to the unoptimised set of stats you get when...   Learn More >
  • BAUBAU is any work that takes place as part of the standard functions of a business (and are not...   Learn More >
  • Behavioural AdvertisingAdvertising that is based on working out users interests by what websites they have visited,...   Learn More >
  • Behavioural SegmentationBehavioural Segmentation is the process of splitting people by their activity (or lack of...   Learn More >
  • Behavioural TargetingThis is a term used to describe targeting based on data that is gathered on a user. This can...   Learn More >
  • Below The FoldThe term Below The Fold (or BTF) means the space on a webpage that can only be seen once a user...   Learn More >
  • Below The LineBelow The Line (or BTL) refers to unconventional marketing, which in online advertising could...   Learn More >
  • BenchmarkA benchmark is a statistical point of interest used for comparison. They are usually expressed...   Learn More >
  • BERTWhat Does BERT mean? BERT stands for Bidirectional Encoder Representations from...   Learn More >
  • Better AdsBetter Ads is a display advertising standard that publishers and ad networks sign up to in order...   Learn More >
  • BillboardWhat is a Billboard? The 970x250 is an ad unit which was listed as a Rising Star by the IAB. It...   Learn More >
  • BingA search engine made by Microsoft.
  • Bing AdsMicrosoft’s answer to Google Ads, Bing Ads is where you can run search ads on the Bing search...   Learn More >
  • Bing MapsBing Maps is the mapping website from Bing (Bing is the search engine from Microsoft). You can...   Learn More >
  • Bing PlacesAdding a business to mapping services is a key part of local SEO. Bing Places is how businesses...   Learn More >
  • BitmojiAn emoji that is intended to look like you, and is used as your avatar on many social platforms.
  • Black HatBlack Hat refers to dodgy (or even illegal) methods of practice. In digital marketing, it is...   Learn More >
  • BlacklistA list of (usually permanently) banned people or things. For example, users who break rules...   Learn More >
  • BlogA journal-esque set of web pages. They are often written in a personal style and used to...   Learn More >
  • BloggerA person who writes a blog. Blogger is also the name of Google's blogging platform.
  • BloggingThe process of writing a blog.
  • BlogosphereThe informal collective name for all blogs.
  • BoFuIn digital marketing, BoFu means "Bottom of Funnel" and refers to content that drives...   Learn More >
  • BookTokThe informal name for any book-related content on TikTok. Notable for the fact that this...   Learn More >
  • BootstrapA business that pulls itself up into success without little or no external (or internal)...   Learn More >
  • BotsA bot is a computer program that does something online, but which another computer will see as a...   Learn More >
  • Bottom of FunnelIn digital marketing, BoFu means "Bottom of Funnel" and refers to content that drives...   Learn More >
  • BounceThe term bounce is used in digital marketing is used in both Websites Analytics and in Email...   Learn More >
  • Bounce RateWhat does Bounce Rate mean? Bounce Rate is the percentage of users who visit a site but leave...   Learn More >
  • BRWhat does Bounce Rate mean? Bounce Rate is the percentage of users who visit a site but leave...   Learn More >
  • BrandThe distinguishable identity of a company, product, or even of an individual (ie their personal...   Learn More >
  • Brand AdvertisingBrand Advertising is when advertisers pay to improve the value of their brand. This can be...   Learn More >
  • Brand AwarenessBrand Awareness generally means how memorable a brand is under different conditions. It is...   Learn More >
  • Brand BuyA Brand Buy is an ad buy for brand advertising purposes.
  • Brand CampaignA Brand Campaign is an Ad Campaign where the focus is increasing the value of a brand. For...   Learn More >
  • Brand NetworkA Brand Network is an advertising network which only deals with “premium” websites, and will...   Learn More >
  • Brand SpendA Brand Spend is an advertising campaign designed to increase the value of a brand (as opposed...   Learn More >
  • BreadcrumbsA hierarchical way of describing to a user where they are on the site (usually with hyperlinks)....   Learn More >
  • Broad'Broad' is a colloquial way of describing a method of running social media ads where little (if...   Learn More >
  • Broad Core UpdateA type of algorithm update from Google which works to improve search results based on...   Learn More >
  • Broad MatchWhen targeting keywords in Google Ads for paid search, broad match means inputting the keywords...   Learn More >
  • Broad Match ModifierBroad Match Modifier was a keyword match type that was retired by Google on 18th February 2021....   Learn More >
  • Broken Ad CallA broken ad call is when an ad tag fails to retrieve an ad, and so nothing is shown on screen.
  • BrowserA browser is a piece of software that allows users to view web pages (you are using one right...   Learn More >
  • BTDRBuy-To-Detail Rate shows the percentage of people who bought an item on a website, after viewing...   Learn More >
  • BTFThe term Below The Fold (or BTF) means the space on a webpage that can only be seen once a user...   Learn More >
  • BTLBelow the Line (or BTL) refers to unconventional marketing, which in online advertising could...   Learn More >
  • BudgetA budget refers to a set amount of money put aside for a specific purpose. In online...   Learn More >
  • Budget FlightingSplitting your advertising budget into "flights" (or periods of time) in order to maximise its...   Learn More >
  • BufferBuffer is a social media scheduling tool.
  • BulletinBulletin is Facebook/Meta's email newsletter product.
  • BullishAn attitude of aggressive confidence. Used in digital marketing to describe someone focusing...   Learn More >
  • Business As UsualBAU is any work that takes place as part of the standard functions of a business (and are not...   Learn More >
  • Business to BusinessB2B stands for Business to Business and refers to a business whose customers are other...   Learn More >
  • Business to ConsumerB2C means Business to Consumer and refers to a business whose customers are the general public...   Learn More >
  • Business to DeveloperB2D stands for Business to Developer marketing. B2D marketing is coming to the fore due to...   Learn More >
  • Business to EmployeeB2E stands for Business to Employee marketing. This refers to all the internal marketing...   Learn More >
  • ButtonButton historically referred to the ad sizes 120x60 or 125x125, however is usually used now to...   Learn More >
  • Buy-To-Detail RateBuy-To-Detail Rate shows the percentage of people who bought an item on a website, after viewing...   Learn More >
  • c

  • C2CC2C stands for Customer-to-Customer. A business model where your customers buy and sell with...   Learn More >
  • CACThe amount it costs to gain a new customer (the total sales & marketing costs per customer...   Learn More >
  • Cache-BustingCache-busting in online advertising is the process of stopping an ad from being stored on a...   Learn More >
  • Call To ActionCall To Action (or CTA) refers to sentences which direct a user to do something (such as "Buy...   Learn More >
  • Call TrackingWhat Is Call Tracking? Call Tracking in digital marketing is the process of attributing phone...   Learn More >
  • CamelCaseAlso known as Title Case. Camel Case Means Capitalising Every Word In a Sentence. This is used...   Learn More >
  • Campaign Budget OptimizationCampaign Budget Optimization is a feature on Facebook Ads where you set the budget at campaign...   Learn More >
  • CAN-SPAMA national standard in the USA for sending emails, which legislates around SPAM emails and...   Learn More >
  • Canonical LinkA Canonical Link is a link added to the metadata of the code of a page which indicates what the...   Learn More >
  • CanvaA popular and simple design tool that can be accessed through a browser. Canva has a large...   Learn More >
  • CAPICAPI is short for Conversion API. It is a cookie-less way to directly send conversion data to...   Learn More >
  • CaptchaA captcha is a way to distinguish human users from bots. As such a large part of internet use is...   Learn More >
  • Cart-To-Detail RateCart-To-Detail Rate is a metric in Google Analytics (when using the enhanced eCommerce module)...   Learn More >
  • Cascading Style SheetsCSS stands for Cascading Style Sheets and is a programming language used to make websites.
  • CashtagA version of hashtags on Twitter that are used for stocks. Instead of the #, Cashtags use $ -...   Learn More >
  • CASLLegislation around email marketing in Canada which requires express permission before emails are...   Learn More >
  • CBOCampaign Budget Optimization is a feature on Facebook Ads where you set the budget at campaign...   Learn More >
  • Charm PricingCharm Pricing refers to the practice of pricing items at $4.99 or $9.99 etc for example....   Learn More >
  • Chat BotA chatbot is a program that talks to the public on a companies behalf. They can be used to...   Learn More >
  • ClickWhat is a Click? When it comes to online advertising, a click refers to a user clicking on an...   Learn More >
  • Click-ThroughCT is short for Click-Through. A rarely used acronym, which clever marketing folk think they...   Learn More >
  • Click-Through RateWhat does CTR mean? CTR stands for Click-Through Rate. It is the percentage of clicks on a link...   Learn More >
  • Click-To-Open RateCTOR is the acronym for Click-To-Open Rate. It is used to calculate the percentage of people who...   Learn More >
  • ClickableAnything that can be clicked on, where that click causes a response. For example, clicking on...   Learn More >
  • Client Side Ad InsertionCSAI is when a streaming device (such as a smart TV, gaming console, or streaming USB stick)...   Learn More >
  • Close RateClose Rate is the percentage of leads that turn into conversions. You calculate it simply by...   Learn More >
  • CLSCumulative Layout Shift is one of Google’s Core Web Vital metrics, which is to be used as a...   Learn More >
  • ClubhouseAn audio-chat social network app which launched in 2020. Users of Clubhouse can listen to and/or...   Learn More >
  • CMPA Consent Management Platform (CMP) is how websites track and record whether people have given...   Learn More >
  • CMSCMS stands for Content Management System. It refers to any program that is used to manage a...   Learn More >
  • Co-BrandingWhen one brand tries to link itself intrinsically in the minds of the user with another, often...   Learn More >
  • Companion AdCompanion Ads are two or more ads that are delivered together. Due to the way these work,...   Learn More >
  • Completely Automated Public Turing test to tell Computers and Humans ApartA captcha is a way to distinguish human users from bots. As such a large part of internet use is...   Learn More >
  • Completion RateCompletion Rate is a metric meaning the percentage of people who completed a task, out of those...   Learn More >
  • Conditional ContentConditional Content is content on a webpage or email that only appears when certain criteria are...   Learn More >
  • Confirmation PageA confirmation page is the page a user sees after completing an action that confirms that action...   Learn More >
  • Connected TVAny time video is streamed to a big screen (eg a smart TV). This term is useful in...   Learn More >
  • Consent Management PlatformA Consent Management Platform (CMP) is how websites track and record whether people have given...   Learn More >
  • ConsumptionA consumption is a metric Facebook uses, which basically means the number of clicks on any of...   Learn More >
  • ContentContent is a generic term for stuff on the internet, such as posts, articles, videos, pictures etc.
  • Content Management SystemCMS stands for Content Management System. It refers to any program that is used to manage a...   Learn More >
  • Content Optimisation SystemA Content Optimisation System (COS) is a platform that optimises content for individual...   Learn More >
  • Contextual AdvertisingContextual advertising is advertising that targets the content of the page it is displayed on....   Learn More >
  • ConversionWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
  • Conversion PixelA conversion pixel is a 3rd party piece of code placed on a website that allows an advertiser or...   Learn More >
  • Conversion RateThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • Conversion Rate OptimisationConversion Rate Optimisation is the process of working to increase the speed (or likelihood) of...   Learn More >
  • ConvertedIn online advertising, a converted user is someone who has seen or clicked on an ad and...   Learn More >
  • CookieA cookie is usually a way for a webpage to store a small amount of information on your computer...   Learn More >
  • Cookie PolicyA policy that explains which cookies are dropped by a website, and what they are being used for....   Learn More >
  • COPECOPE is an acronym that stands for Create Once, Publish Everywhere. It is a strategy to...   Learn More >
  • Core AudienceOn Facebook Ads, a Core Audience is one that is defined by using Facebooks data on their...   Learn More >
  • Core Web VitalsCore Web Vitals are a set of metrics introduced by Google in 2019 that were meant to become...   Learn More >
  • COSA Content Optimisation System (COS) is a platform that optimises content for individual...   Learn More >
  • CostCost is a catch-all term in online advertising that refers to budget or payment. It is used...   Learn More >
  • Cost Per AcquisitionWhat does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
  • Cost Per ClickWhat does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
  • Cost Per Completed ViewCost Per Completed View. This is a metric used for video advertising. It is not that common as...   Learn More >
  • Cost Per DayWhat does CPD mean? The CPD price is the amount that gets paid for every day that an ad is on a...   Learn More >
  • Cost Per EngagementWhat does CPE mean? CPE stands for Cost Per Engagement. The CPE price is the price that gets...   Learn More >
  • Cost Per ExpansionCost Per Expansion is a type of advertising rate. It is a specific type of CPE campaign...   Learn More >
  • Cost Per InstallWhat does CPI mean? The CPI price is the amount paid per installation of an app on a...   Learn More >
  • Cost Per LandCost Per Land is a type of advertising rate. It is basically the same as Cost Per Click. It...   Learn More >
  • Cost Per LeadWhat does CPL mean? The CPL price means that every time the advertiser gets a lead (a potential...   Learn More >
  • Cost Per ResultFacebooks version of CPA, which also includes any goal of a campaign. By making it a...   Learn More >
  • Cost Per ThousandWhat does CPM mean? CPM is an ad pricing model used to buy advertising space, most commonly for...   Learn More >
  • Cost Per ViewWhat does Cost Per View mean? CPV means the price that gets paid when a video ad is played. In...   Learn More >
  • Cost Per Viewable ThousandWhat Does CPvM Mean? Also known as vCPM and CPMv. CPvM advertising is where the CPvM price is...   Learn More >
  • CoTweetsA way for two accounts on Twitter to tweet together (the Tweet will say it's from both of them)....   Learn More >
  • CPAWhat does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
  • CPCWhat does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
  • CPCVCost Per Completed View. This is a metric used for video advertising. It is not that common as...   Learn More >
  • CPDWhat does CPD mean? The CPD price is the amount that gets paid for every day that an ad is on a...   Learn More >
  • CPEWhat does CPE mean? CPE stands for Cost Per Engagement. The CPE price is the price that gets...   Learn More >
  • CPIWhat does CPI mean? The CPI price is the amount paid per installation of an app on a...   Learn More >
  • CPLWhat does CPL mean? The CPL price means that every time the advertiser gets a lead (a potential...   Learn More >
  • CPMWhat does CPM mean? CPM is an ad pricing model used to buy advertising space, most commonly for...   Learn More >
  • CPVWhat does Cost Per View mean? CPV means the price that gets paid when a video ad is played. In...   Learn More >
  • CPvMWhat Does CPvM Mean? Also known as vCPM and CPMv. CPvM advertising is where the CPvM price is...   Learn More >
  • CRThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • CrawlingCrawling refers to the process where an automated program goes through a website and maps it out...   Learn More >
  • Create Once, Publish EverywhereCOPE is an acronym that stands for Create Once, Publish Everywhere. It is a strategy to...   Learn More >
  • Creative AgencyA Creative Agency is a company that creates advertising on behalf of other companies. They...   Learn More >
  • Creator ModeA way to manage posts and assets on LinkedIn for creators.
  • CRMCRM stands for Customer Relationship Management. A tool or platform that helps manages a...   Learn More >
  • CROConversion Rate Optimisation is the process of working to increase the speed (or likelihood) of...   Learn More >
  • Cross-Device ConversionA way of measuring when someone visits a website on one device, but then only completes a...   Learn More >
  • CSAICSAI is when a streaming device (such as a smart TV, gaming console, or streaming USB stick)...   Learn More >
  • CSSCSS stands for Cascading Style Sheets and is a programming language used to make websites.
  • CTCT is short for Click-Through. A rarely used acronym, which clever marketing folk think they...   Learn More >
  • CTACall To Action (or CTA) refers to sentences which direct a user to do something (such as "Buy...   Learn More >
  • CTORCTOR is the acronym for Click-To-Open Rate. It is used to calculate the percentage of people who...   Learn More >
  • CTRWhat does CTR mean? CTR stands for Click-Through Rate. It is the percentage of clicks on a link...   Learn More >
  • CTVAny time video is streamed to a big screen (eg a smart TV). This term is useful in...   Learn More >
  • Cumulative Layout ShiftCumulative Layout Shift is one of Google’s Core Web Vital metrics, which is to be used as a...   Learn More >
  • Customer Acquisition CostThe amount it costs to gain a new customer (the total sales & marketing costs per customer...   Learn More >
  • Customer Relationship ManagementCRM stands for Customer Relationship Management. A tool or platform that helps manages a...   Learn More >
  • Customer-to-CustomerC2C stands for Customer-to-Customer. A business model where your customers buy and sell with...   Learn More >
  • CWVCore Web Vitals are a set of metrics introduced by Google in 2019 that were meant to become...   Learn More >
  • d

  • DAGMARDAGMAR stands for "defining advertising goals for measured advertising results". While it was...   Learn More >
  • Daisy-ChainingDaisy-Chaining in online advertising is the process of passing ad calls from one Ad Network to...   Learn More >
  • Dark PatternsDark Patterns are techniques used by websites and apps to trick their users into taking an...   Learn More >
  • Dark PostsA post on social media that is not published to your feed or timeline, but is used as an ad....   Learn More >
  • Dark SocialTraffic from social media platforms that doesn't contain any referral information so cannot be...   Learn More >
  • Dark TrafficDark Traffic means traffic where the referrer is unknown. It includes links from secure sites...   Learn More >
  • Dart For PublishersDFP stands for DART for Publishers and was Google's Ad Server. There was a version for large ad...   Learn More >
  • Data Management PlatformA way to combine data from multiple sources to analyze and segment it. These are becoming...   Learn More >
  • DaypartingDayparting refers to optimising by the hour of the day (splitting a day into parts).
  • DCNDigital Content Next (DCN) is the new name for the OPA. A non-profit trade association for the...   Learn More >
  • DeduplicationDeduplication (or de-duping) results is an action that occurs to the reports for CPA campaigns...   Learn More >
  • Default AdA Default Ad is an ad that shows when no other ad is available from an ad server due to...   Learn More >
  • Delisted Ad UnitA display ad unit that is no longer commonly in use to the point where the IAB no longer lists...   Learn More >
  • DeliverablesThe specific tangible results of a project. In marketing, deliverables can mean things like...   Learn More >
  • Demand GenerationA type of marketing that focuses on increasing demand for a product or service, rather than...   Learn More >
  • Demand Side PlatformA DSP (or Demand Side Platform) is a type of RTB Ad Network in which Ad Agencies input how much...   Learn More >
  • Demographic SegmentationDemographic Segmentation refers to splitting up an audience by their demographics. This is...   Learn More >
  • DemographicsDemographics are factors such as age, race, gender, sex, location which are often used to break...   Learn More >
  • DetractorsDetractors is a term used when calculating Net Promoter Score. It refers to people who have...   Learn More >
  • Device TargetingDevice targeting is the process of making ads deliver on a specific type of computer - be it...   Learn More >
  • DFPDFP stands for DART for Publishers and was Google's Ad Server. There was a version for large ad...   Learn More >
  • Digital Content NextDigital Content Next (DCN) is the new name for the OPA. A non-profit trade association for the...   Learn More >
  • Digital MarketerA person who undertakes marketing activities via the internet. This can include: Email...   Learn More >
  • Digital MarketingWhat is Digital Marketing? Digital Marketing simply means any type of marketing which is done...   Learn More >
  • Direct MailA type of marketing where a letter or piece of promotional material is sent through the post...   Learn More >
  • Direct MessageAn internal message on a social network (such as Twitter). Often abbreviated to DM, it is now...   Learn More >
  • Direct-to-ConsumerDTC stands for Direct-to-Consumer. A type of business that markets & sells directly to its...   Learn More >
  • DiscordDiscord is a chatroom app popular with gamers, which is often described as a social media platform.
  • Discovery AdsNative ads from Google Ads that appear on YouTube,Gmail,the Google App,and the homepage of...   Learn More >
  • DiscrepancyDiscrepancy Definition Discrepancy means an unexpected (or unexplainable) difference between...   Learn More >
  • Display AdvertisingThe generic term used to describe image-based online advertising such as the use of 160x600s,...   Learn More >
  • DisqusA commenting plugin that can be used on any website which requires users to create profiles....   Learn More >
  • DMAn internal message on a social network (such as Twitter). Often abbreviated to DM, it is now...   Learn More >
  • DMPA way to combine data from multiple sources to analyze and segment it. These are becoming...   Learn More >
  • DogfoodingA phrase referring to the idea of Dog Food makers should test their own dog food (presumably on...   Learn More >
  • DOM Ready TimeThe amount of time it takes for a browser to actually receive the HTML code (pre-loading the page).
  • Double Opt-inAn Opt-In process where after a user has entered their details, they have to take a further...   Learn More >
  • DownweightDownweight is a term used when optimising ads. It means reducing the appearance of an ad on...   Learn More >
  • DropshippingA type of business that doesn't manage any stock directly,but instead manages sales while...   Learn More >
  • DSPA DSP (or Demand Side Platform) is a type of RTB Ad Network in which Ad Agencies input how much...   Learn More >
  • DTCDTC stands for Direct-to-Consumer. A type of business that markets & sells directly to its...   Learn More >
  • Duck Duck GoA search engine with a focus on privacy in that it doesn't personalise results, and doesn't...   Learn More >
  • e

  • E-A-TE-A-T stands for Expertise, Authoritativeness and Trustworthiness. It is a concept that Google's...   Learn More >
  • EARLA metric on Facebook Ads which uses surveys to see whether people remember seeing an ad within...   Learn More >
  • Earned MediaAlso known as Free Media, Earned Media is advertising that was inspired rather than placed or...   Learn More >
  • Earnings Per Thousand VisitorsEarnings Per Thousand Visitors. A metric that captures the value of each visit to a site, rather...   Learn More >
  • EASAEASA stands for European Advertising Standards Alliance which is a self-regulatory body for...   Learn More >
  • eCommerceeCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
  • eCommerce ConversionAn online sale. A subset of conversion in general, which don't have to be sales or money related...   Learn More >
  • eCommerce Conversion RateThe conversion rate of online sales (as opposed to other types of conversions).
  • ECPCIn Google Ads, ECPC stands for Enhanced Cost Per Click and is a setting where clicks are...   Learn More >
  • eCPEEffective Cost Per Engagement. This term is used when a cost per engagement is being calculated...   Learn More >
  • eCPMeCPM is like the cost per kilo of online advertising pricing. It is effectively what you would...   Learn More >
  • Effective Cost Per EngagementEffective Cost Per Engagement. This term is used when a cost per engagement is being calculated...   Learn More >
  • Effective Cost Per ThousandeCPM is like the cost per kilo of online advertising pricing. It is effectively what you would...   Learn More >
  • EfficacyEfficacy means somethings ability to produce the intended result. In online advertising, it is...   Learn More >
  • Email Bounce RateEmail Bounce Rate is the percentage of emails sent which weren't delivered. In general terms -...   Learn More >
  • Email ListOften referred to as an Email Marketing List. A list of email addresses that a company gathers...   Learn More >
  • Email MarketingEmail Marketing is the process of sending out emails en masse with a marketing message. It is...   Learn More >
  • Email Service ProviderIn marketing, an Email Service Provider (or ESP) is a company that offers email marketing...   Learn More >
  • EmojiA standard set of small images that can be added to messages and posts that is used to express...   Learn More >
  • End of WeekEOW stands for End of Week. It is a common ad hoc deadline set in many types of business ("Can I...   Learn More >
  • End UserThe person who actually uses a website, product, or service. It is important to keep a focus on...   Learn More >
  • EngagementAn Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
  • Engagement RateEngagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
  • Enhanced Cost Per ClickIn Google Ads, ECPC stands for Enhanced Cost Per Click and is a setting where clicks are...   Learn More >
  • Enhanced Tracking ProtectionThe way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • EOWEOW stands for End of Week. It is a common ad hoc deadline set in many types of business ("Can I...   Learn More >
  • EPMVEarnings Per Thousand Visitors. A metric that captures the value of each visit to a site, rather...   Learn More >
  • EREngagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
  • ESPIn marketing, an Email Service Provider (or ESP) is a company that offers email marketing...   Learn More >
  • Estimated Ad Recall LiftA metric on Facebook Ads which uses surveys to see whether people remember seeing an ad within...   Learn More >
  • ETPThe way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • European Advertising Standards AllianceEASA stands for European Advertising Standards Alliance which is a self-regulatory body for...   Learn More >
  • Even DeliveryIn ad platforms, this is an option to specify that ads should be delivered evenly as possible...   Learn More >
  • Exact MatchWhen targeting keywords in Google Ads for paid search, exact match means inputting the keywords...   Learn More >
  • Exclusion PixelAn Exclusion Pixel is a way of stopping ads from appearing in a certain place or to a certain...   Learn More >
  • Exit RateExit Rate is the percentage of users who left a website after visiting a specific webpage. It...   Learn More >
  • Expandable AdAn expandable ad in online advertising refers to any ad unit which becomes larger upon some sort...   Learn More >
  • ExperienceA marketing buzzword that tries to encapsulate how enjoyable and easy to use something was. This...   Learn More >
  • External CommsExternal comms is a PR term used to describe communications such as press releases that are sent...   Learn More >
  • f

  • FacebookA social networking site, where users can post updates in their timeline which include text,...   Learn More >
  • Facebook AnalyticsFacebook's website analytics program (similar to Google Analytics) that was officially retired...   Learn More >
  • Facebook BlueprintThe free Facebook advertising course run by Facebook. It is very comprehensive.
  • Facebook BoostA system where you pay Facebook to show organic posts to more people,with no way of defining who...   Learn More >
  • Facebook Creator StudioFacebook's built-in social media management tool for Facebook and Instagram. It can be used to...   Learn More >
  • Facebook Engagement RateFacebook Engagement Rate Versus Standard Engagement Rate Engagement rate, in general, is...   Learn More >
  • Facebook LiveBroadcasting live onto Facebook, with a video appearing in your feed which is shown in real-time.
  • Facebook MessengerThe messaging system that is built into Facebook, which is broken out into a separate app on...   Learn More >
  • Facebook Total ValueFacebook Ads version of Quality Score for Google Ads. This is Facebook's way to rank bids in an...   Learn More >
  • FANFacebook’s extended ad network of websites where it runs adverts. Similar to the Google Display...   Learn More >
  • FAQsFAQs stands for Frequently Asked Questions. It is a section added to most websites to improve...   Learn More >
  • Fast Moving Consumer GoodsFMCG stands for Fast Moving Consumer Goods, and basically means anything you would buy in a big...   Learn More >
  • FaviconThe icon that appears on a tab in a browser when visiting a website. Usually just the websites logo.
  • FBA social networking site, where users can post updates in their timeline which include text,...   Learn More >
  • FCWhat is a Frequency Cap? A frequency cap is a limit to the number of times each user sees an...   Learn More >
  • Fear Of Missing OutAn acronym that stands for Fear Of Missing Out, which refers to the idea that people always...   Learn More >
  • Featured SnippetsA small portion of a webpages text that Google displays at the top of search results in order to...   Learn More >
  • Federated Learning of CohortsFLoC was a way of tracking people for advertising purposes (both targeting and conversion...   Learn More >
  • FeedA social media term meaning either the list of updates you have posted or the list of updates...   Learn More >
  • FFFirefox is made by Mozilla and is one of the most popular web browsers.
  • FIDFirst Input Delay is one of Google's Core Web Vital metrics, which is to be used as a ranking...   Learn More >
  • Field DataField Data is data that is collected from real users rather than from a lab. Google is now using...   Learn More >
  • File ExtensionA file extension is the label your computer reads to understand what sort of file it is dealing...   Learn More >
  • Fill RateWhat does Fill Rate mean? Fill Rate means the number of ad impressions that actually deliver...   Learn More >
  • FilmstripIn online advertising, a filmstrip refers to a type of 300x600 ad unit. It is distinct from a...   Learn More >
  • FirefoxFirefox is made by Mozilla and is one of the most popular web browsers.
  • First Input DelayFirst Input Delay is one of Google's Core Web Vital metrics, which is to be used as a ranking...   Learn More >
  • First Price AuctionWhen the winner of an auction pays the amount they bid. This earns the most for ad platforms...   Learn More >
  • First Time Impression RatioFirst Time Impression Ratio is a metric used by Facebook for the ratio of the number of ad...   Learn More >
  • Flash AdAn ad made using Adobe Flash which is usually animated and can be interactive. These types of...   Learn More >
  • FLoCFLoC was a way of tracking people for advertising purposes (both targeting and conversion...   Learn More >
  • FlywheelA flywheel is a type of wheel that is designed to efficiently translate one type of momentum...   Learn More >
  • FMCGFMCG stands for Fast Moving Consumer Goods, and basically means anything you would buy in a big...   Learn More >
  • FoldThe bottom edge of a browser: the area above is what a user sees when they first load a webpage,...   Learn More >
  • FollowThe act of choosing to add someone's updates to your social media feed (and becoming their...   Learn More >
  • Follow FridayAn old tradition on Twitter where people would suggest interesting accounts to follow (these...   Learn More >
  • Follow RatioWhat does Follow Ratio mean? Follow Ratio is the number of followers compared to the number of...   Learn More >
  • FollowerA follower is a social media term that means someone who has chosen to see your updates on that...   Learn More >
  • FOMOAn acronym that stands for Fear Of Missing Out, which refers to the idea that people always...   Learn More >
  • FreemiumA service that has a basic version that is free to use, but for which a premium version of the...   Learn More >
  • FrequencyWhat does Frequency mean? In online advertising, frequency refers to how often an ad appears to...   Learn More >
  • Frequency CapWhat is a Frequency Cap? A frequency cap is a limit to the number of times each user sees an...   Learn More >
  • Frequently Asked QuestionsFAQs stands for Frequently Asked Questions. It is a section added to most websites to improve...   Learn More >
  • g

  • GAGoogle Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • GA4Google Analytics 4. This was previously known as Web + App but is now intended as a replacement...   Learn More >
  • GAMGoogle Ad Manager is Google's ad serving platform. Through GAM websites can add different ad...   Learn More >
  • GamificationGamification is a loose term that means turning things into games. In online advertising, it...   Learn More >
  • Gated ContentGated content refers to any webpages which require something before you are allowed to use it....   Learn More >
  • GBPThe new name for Google My Business. Google Business Profile is a way of managing how your...   Learn More >
  • GDPRGDPR stands for General Data Protection Regulation. It is the updated legal framework in the EU...   Learn More >
  • General Data Protection RegulationGDPR stands for General Data Protection Regulation. It is the updated legal framework in the EU...   Learn More >
  • Geo-TargetingIn Digital Marketing, Geo-Targeting means aiming content (an ad, webpage etc) at a particular...   Learn More >
  • GifA type of image file, which can be animated. Gif is an acronym that stands for graphic...   Learn More >
  • GlossaryA glossary is a list of definitions of words that appear in the attached text. They are useful...   Learn More >
  • GMBGoogle My Business is a business listing directory. Information such as opening times, location,...   Learn More >
  • Golden QuestionsA set of questions that tell you more than just the answers. These are used in marketing to...   Learn More >
  • Golden TriangleA concept in Google Ads where you rely on it to optimise your campaigns. The core of this...   Learn More >
  • GoogleGoogle is the largest and most popular search engine. They also have a wide range of...   Learn More >
  • Google Ad ManagerGoogle Ad Manager is Google's ad serving platform. Through GAM websites can add different ad...   Learn More >
  • Google AdsFormerly known as Google AdWords (the name changed in 2018). Google Ads is one of the largest...   Learn More >
  • Google AnalyticsGoogle Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • Google Analytics 4Google Analytics 4. This was previously known as Web + App but is now intended as a replacement...   Learn More >
  • Google Business ProfileThe new name for Google My Business. Google Business Profile is a way of managing how your...   Learn More >
  • Google ChromeGoogle Chrome is a web browser made by Google. It is the most popular browser and comes bundled...   Learn More >
  • Google Data StudioGoogle Data Studio is a free WYSIWYG report builder that links with Google Analytics and other...   Learn More >
  • Google DiscoverA feed on Google.com (on mobile) and the Google App which surfaces content based on your...   Learn More >
  • Google MapsGoogle Maps is an online mapping service owned by Google that includes the location of...   Learn More >
  • Google My BusinessGoogle My Business is a business listing directory. Information such as opening times, location,...   Learn More >
  • Google Search ConsoleThe new name for Google Webmaster Tools. Google Search Console is a free service that lets...   Learn More >
  • Google Tag ManagerGoogle Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >
  • Google TrendsGoogle Trends is a free tool from Google which lets people explore the relative popularity of...   Learn More >
  • Google+Google+ was a social network from Google. It has now been switched off.
  • GPT-3An AI writing tool that creates human like text.
  • Graphic Interchange FormatA type of image file, which can be animated. Gif is an acronym that stands for graphic...   Learn More >
  • Ground-Swell ApproachAn influencer marketing strategy that use a large group of micro-influencers to try and...   Learn More >
  • Growth EngineThe mechanism that makes a startup grow in a sustainable fashion. This can often mean a...   Learn More >
  • Growth HackingA type of marketing focussed solely on finding strategies for growth.
  • GSCThe new name for Google Webmaster Tools. Google Search Console is a free service that lets...   Learn More >
  • GTMGoogle Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >
  • Guaranteed InventoryGuaranteed inventory refers to ad buys where a specified amount of inventory is offered. The...   Learn More >
  • Guest PostA Guest Post is a post in a blog from someone who is not one of the authors of a blog. Guest...   Learn More >
  • h

  • Half SwipeOn Snapchat, a half-swipe is when you uncover a message to read it without notifying the other...   Learn More >
  • Half-LifeIn digital marketing, half-life is defined as the time it takes for a piece of content to...   Learn More >
  • Hamburger MenuA common feature of websites (including this one), where the menu button is simply shown as...   Learn More >
  • Hard-BounceHard bounces in email marketing refer to when you try to email someone, and their email address...   Learn More >
  • HAROAn acronym meaning Help A Report Out. HARO is a website that helps reporters find expert sources...   Learn More >
  • HashtagA hashtag is this symbol #. It is used on social media to categorize posts so that other users...   Learn More >
  • Head KeywordKeywords that are one or two words long (usually less than 15 characters in total), which...   Learn More >
  • Header BiddingA type of real-time bidding where publishers offer each ad impression to multiple ad exchanges...   Learn More >
  • Help A Reporter OutAn acronym meaning Help A Report Out. HARO is a website that helps reporters find expert sources...   Learn More >
  • Hero ImageA Hero Image is a large (possibly oversized) image that dominates the top of a website, often...   Learn More >
  • HeuristicMarketers and advertisers often use heuristics to understand shopper behaviour and to influence...   Learn More >
  • Hidden IframeA hidden iframe is an iframe that is made invisible to users by being made incredibly small or...   Learn More >
  • HitHit historically was used to mean "pageview", however, this is no longer correct. What 'hit'...   Learn More >
  • HomepageThe front page of a website (where you go when you type in the URL). Occasionally abbreviated to HP.
  • Homepage TakeoverWhat is a Homepage Takeover? A Homepage Takeover is a type of roadblock in which the Homepage...   Learn More >
  • HootsuiteHootsuite is a (great!) social media scheduling tool.
  • Horizontal Ad UnitAn ad unit that is wider than it is tall. It is useful to group ad units in this way for...   Learn More >
  • House AdA House Ad is an ad that advertised your products or services on your site. They are generally...   Learn More >
  • House PartyA social network based around group video chats.
  • HPThe front page of a website (where you go when you type in the URL). Occasionally abbreviated to HP.
  • HPTOWhat is a Homepage Takeover? A Homepage Takeover is a type of roadblock in which the Homepage...   Learn More >
  • HreflangHreflang is a piece of code that you add to a webpage that tells search engines which language...   Learn More >
  • HTMLHTML is the name of the code webpages are written in. Although there are other types of code...   Learn More >
  • Hyper Text Markup LanguageHTML is the name of the code webpages are written in. Although there are other types of code...   Learn More >
  • i

  • IABIAB stands for the Interactive Advertising Bureau (or Internet Advertising Bureau in the UK)....   Learn More >
  • Idea PinsThe new version of Story Pins. Idea Pins however are intended to be long-term 'stories' rather...   Learn More >
  • Identifier for AdvertisersApple's way of allowing advertisers to transmit data to third parties of users who opt-in.
  • IDFAApple's way of allowing advertisers to transmit data to third parties of users who opt-in.
  • IEMade by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
  • Iframeiframe is an abbreviation of inline frame and is an innovation by Internet Explorer to display...   Learn More >
  • IGInstagram is a free photo and video sharing social network, created in 2010 and acquired in 2012...   Learn More >
  • ImpressionWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
  • Impression CapA time-based limit on the number of impressions that can be served, usually added to part of a...   Learn More >
  • Impression RPMWhat does Impression RPM mean? Impression RPM is the amount of revenue paid per 1,000...   Learn More >
  • Impression ShareImpression Share is a metric in Google Ads. It is the percentage of impressions that your ads...   Learn More >
  • In-House MarketingIn-House Marketing is when a company has its own team of marketers on the payroll (as opposed to...   Learn More >
  • Inactive SubscriberIn email marketing, the term ‘Inactive Subscriber’ refers to someone who has chosen to continue...   Learn More >
  • Inbound LinkAn inbound link is a link that leads to your webpage. In SEO it is important to have lots of...   Learn More >
  • Inbound MarketingInbound marketing refers to trying to get customers to come to you as opposed to going out and...   Learn More >
  • IncrementalA common way of referring to things that only happened because of marketing activity. While...   Learn More >
  • Incremental RevenueIncremental Revenue in online advertising usually means the extra amount of money made from...   Learn More >
  • Infinite ScrollInfinite Scroll refers to a feature on websites where a user can continue scrolling down a page...   Learn More >
  • InfluencerAn Influencer is essentially the internet version of a celebrity. The unofficial definition of...   Learn More >
  • Influencer MarketingUsing influencers to market a product or brand. This can be direct via paying an influencer (eg...   Learn More >
  • Influencer Marketing PlatformA marketing platform that helps brands with their influencer marketing. Often not much more than...   Learn More >
  • Informational Search QueryA query on a search engine that is looking for specific information. Creating content for these...   Learn More >
  • InlineA way of including code (such as CSS) directly in the body of a program (or webpage). While this...   Learn More >
  • Insertion OrderAn IO is an Insertion Order which in online advertising is the contract that provides the...   Learn More >
  • InstagramInstagram is a free photo and video sharing social network, created in 2010 and acquired in 2012...   Learn More >
  • Instagram LiveBroadcasting live onto Instagram, with your video appearing live in your feed.
  • Instagram ReelsInstagram Reels is Instagram's version of TikTok. You can record a 15-60 second clip set to...   Learn More >
  • Instagram StoriesA way that users can curate a group of their own Instagram posts. These stories are only...   Learn More >
  • Install RateWhat is an Install Rate? The Install Rate of an ad campaign means how many clicks on an ad it...   Learn More >
  • InstallsA metric used when the goal of advertising is getting someone to install a piece of software...   Learn More >
  • Internal CommsInternal Comms is a PR term that refers to information being communicated within a...   Learn More >
  • Internal LinkAn internal link simply means a link that goes from one page within a site to another page...   Learn More >
  • Internet Advertising BureauIAB stands for the Interactive Advertising Bureau (or Internet Advertising Bureau in the UK)....   Learn More >
  • Internet ExplorerMade by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
  • InterstitialInterstitial essentially means "between" and are the ads which appear before or between webpages...   Learn More >
  • InText AdvertisingWhat is In-Text Advertising? In-Text Advertising is where you allow a company to monetize words...   Learn More >
  • Invalid trafficTraffic that ad networks will not pay for,regardless of whether they delivered ads on it or not....   Learn More >
  • InventoryThe total amount of ad impressions a publisher or network has - this is usually expressed as a...   Learn More >
  • Inventory ForecastingThe act of predicting how many ad impressions will be available in the future. Like all...   Learn More >
  • Inventory ManagementInventory Management is the process of making sure all ads booked are able to deliver, by moving...   Learn More >
  • IOAn IO is an Insertion Order which in online advertising is the contract that provides the...   Learn More >
  • iOS14An operating system from Apple which included many updates around privacy. For digital...   Learn More >
  • IRWhat is an Install Rate? The Install Rate of an ad campaign means how many clicks on an ad it...   Learn More >
  • j

  • JavaA programming language used for web applications. Not to be confused with the far more prevalent...   Learn More >
  • JavaScriptJavaScript is a type of code used for programming on the web. It is one of the three main types...   Learn More >
  • JICWEBSJICWEBS stands for "The Joint Industry Committee for Web Standards" and was a regulatory body...   Learn More >
  • Joint CopyrightWhen a piece of content belongs to multiple people/companies. This often happens for co-branded...   Learn More >
  • Joint Photographic Experts Groupjpg is the file extension abbreviation of a JPEG image file. JPEG stands for Joint Photographic...   Learn More >
  • jpgjpg is the file extension abbreviation of a JPEG image file. JPEG stands for Joint Photographic...   Learn More >
  • jQueryjQuery is a JavaScript library that makes it much easier to use JavaScript in a variety of ways.
  • jsJavaScript is a type of code used for programming on the web. It is one of the three main types...   Learn More >
  • Jump PageA jump page is a microsite that opens after clicking on an ad. It is essentially a pop-up ad...   Learn More >
  • k

  • K-WeightIn Digital Marketing, K-Weight refers to the size of an ad or piece of content in kB...   Learn More >
  • KerningKerning is the process of altering the space between letters to make text easy to read and nice...   Learn More >
  • Key Performance IndicatorKPI stands for Key Performance Indicator (or sometimes Key Point Indicator) and simply means the...   Learn More >
  • KeywordA keyword means something that is entered into a search engine. They can be targeted by Paid...   Learn More >
  • Keyword StuffingKeyword Stuffing is the act of filling a page with keywords in an attempt to rank higher on...   Learn More >
  • Keyword TargetingKeyword targeting is the process of targeting marketing activities at specific sets of useful...   Learn More >
  • Keywords EverywhereA plugin for Google Chrome that provides keyword suggestions for free within search results. You...   Learn More >
  • Kik MessengerKik Messenger is an instant messaging platform that is sometimes referred to as a social network.
  • KISSAn acronym standing for Keep It Simple Stupid. KISS is a sort of pseudo-ethos that advocates for...   Learn More >
  • Knowledge GraphA knowledge base that is used by Google to serve information directly into search results. These...   Learn More >
  • KPIKPI stands for Key Performance Indicator (or sometimes Key Point Indicator) and simply means the...   Learn More >
  • l

  • Lab DataWhen data is collected under lab conditions. For example, when testing page loading speed, Lab...   Learn More >
  • LALOften referred to as LALs,a lookalike audience is a targetable audience that Facebook generates...   Learn More >
  • Landing PageThe page where a person enters a website (ie the page they "land on"). In online advertising,...   Learn More >
  • Largest Contentful PaintLargest Contentful Paint is one of Google's three Core Web Vital metrics. It is a type of page...   Learn More >
  • Last ClickSometimes referred to as Last Touch, this is the most common type of attribution for conversions...   Learn More >
  • LatencyThe time between a user action (such as a click) and the corresponding reaction on a webpage...   Learn More >
  • Lazy LoadingIn display advertising, lazy loading refers to not loading an ad until it is set to appear on a...   Learn More >
  • LCPLargest Contentful Paint is one of Google's three Core Web Vital metrics. It is a type of page...   Learn More >
  • LeadA potential customer, or a way to get in touch with a potential customer (eg email address,...   Learn More >
  • Lead GenerationLead generation (or Lead Gen) is the gathering of potential customers' contact information and...   Learn More >
  • Lead MagnetA lead magnet is an incentive offered to users, often in exchange for their data or their...   Learn More >
  • LeaderboardA leaderboard is a display ad unit that is 728 pixels wide by 90 pixels tall. It is commonly...   Learn More >
  • LILinkedIn is a social network founded in 2003, now owned by Microsoft. It focuses on connecting...   Learn More >
  • Lifetime ValueLTV (often called Customer Lifetime Value - CLTV or CLV) is an attempt at predicting the amount...   Learn More >
  • LikesA "Like" is a social media term, meaning when a user clicks a button to show they like or...   Learn More >
  • Linear Video AdsLinear Video Ads are simply video ads that convey a message by being watched (as opposed to...   Learn More >
  • LinkA link is when clicking on something on one webpage leads to another webpage.
  • Link EquityAlso referred to as Link Juice, this is an informal measure of how much a link affects the...   Learn More >
  • Link ExchangeWhen two or more website put eachother links on their pages in order to artificially improve...   Learn More >
  • Link RotLink Rot means when links on a website stop working over time. This happens primarily when: ...   Learn More >
  • Link Spam UpdateAn algorithm update from Google in 2021 formalising the need to mark outbound links that are not...   Learn More >
  • Link VelocityThe rate at which a site gets new inbound links, usually measured as the number of linking...   Learn More >
  • LinkedInLinkedIn is a social network founded in 2003, now owned by Microsoft. It focuses on connecting...   Learn More >
  • LinkedIn NewsletterLinkedIn's built in email marketing platform. There are a lot of suprisingly good ones on there...   Learn More >
  • Live RoomsA way of broadcasting live on Instagram with up to three guests. The 'host' starts an Instagram...   Learn More >
  • Local CitationAny mention of a business address online. These are vital in local SEO.
  • Local InfluencerAn influencer whose followers are concentrated in one geographic area.
  • Local PackAlso referred to as a Snack Pack. The section on a search engine results page related to a...   Learn More >
  • Local SEOThe process of making a webpage or website more visible on search engine results pages due to...   Learn More >
  • Long ClickA long click is when a user clicks on a site on a search engine, then doesn't make that search...   Learn More >
  • Long Tail KeywordMultiple word keywords which really define the company targeting it.  These keywords have low...   Learn More >
  • Long-TailThe Long Tail refers to the vast majority of websites that get comparatively little traffic, but...   Learn More >
  • Lookalike AudienceOften referred to as LALs,a lookalike audience is a targetable audience that Facebook generates...   Learn More >
  • Low Hanging FruitLow hanging fruit is an expression that means the easiest things to do. For example, the low...   Learn More >
  • Loyalty RateThe percentage of users that visited a website or app,that also visited in the previous month....   Learn More >
  • LRECWhat is a 336x280? The 336x280 is an ad unit that has been delisted by the IAB. It...   Learn More >
  • LSI KeywordsPossibly the most controversial topic in SEO. LSI stands for Latent Semantic Intent keywords,and...   Learn More >
  • LTVLTV (often called Customer Lifetime Value - CLTV or CLV) is an attempt at predicting the amount...   Learn More >
  • LTV:CACThe ratio of lifetime value to customer acquisition cost. This is a way of measuring whether the...   Learn More >
  • m

  • Made for AdvertisingMade for Advertising Sites. Low quality websites that focus typically focus on a niche,and which...   Learn More >
  • MagentoAn open source eCommerce platform.
  • Make GoodA make good (or MG) is when a website/ad network under-delivers on an ad campaign, so provides...   Learn More >
  • MarketerA marketer is someone who tries to increase and improve awareness of a product or company.
  • Marketing ChannelA marketing channel is a way to advertise something. For example, you could refer to online...   Learn More >
  • MarkupA way of tagging a webpage (or elements of a webpage) to explain what they are. This is most...   Learn More >
  • MAUA metric that social networks use to describe how many people are using their site. The point of...   Learn More >
  • MCMMultiple Customer Management is the way in which ad networks can manage the Google Ad Exchange...   Learn More >
  • Media Efficiency RatioMER stands for Media Efficient Ratio. MER is a metric that shows you how much you get back from...   Learn More >
  • Media KitA pack of materials about an organisation. This can either be a pack of prices and options for...   Learn More >
  • Media SpendThe amount of money spent directly on advertising. For example, a campaign's costs might include...   Learn More >
  • MediumAn ad free publishing platform where anyone can add articles and are paid (from user...   Learn More >
  • MERMER stands for Media Efficient Ratio. MER is a metric that shows you how much you get back from...   Learn More >
  • Messenger RoomsFacebooks version of Zoom. A large scale video messaging service.
  • Meta DescriptionA Meta Description is a summary of a webpage that doesn't appear on the page. It is instead read...   Learn More >
  • Meta TagA tag that is used to define what something online is about. While there is still an HTML meta...   Learn More >
  • MetaverseA unified AR and VR project where people can go into an entirely similuated related,or see...   Learn More >
  • MetricsMetrics are measurable statistics that are used in digital marketing to improve performance such...   Learn More >
  • MFA SitesMade for Advertising Sites. Low quality websites that focus typically focus on a niche,and which...   Learn More >
  • MGA make good (or MG) is when a website/ad network under-delivers on an ad campaign, so provides...   Learn More >
  • Micro-InfluencerAn influential person on social media with less than 10,000 followers. Often thought to be more...   Learn More >
  • MicrositeA microsite is a website made for a specific purpose, often by a company that already has a...   Learn More >
  • MicrosoftA technology company founded by Bill Gates. Microsoft makes a wide variety of the software...   Learn More >
  • Microsoft EdgeMicrosoft Edge is a web browser made by Microsoft that replaced Internet Explorer.
  • Middle of FunnelIn digital marketing MoFu means "Middle of Funnel" and refers to content that draws people...   Learn More >
  • Minimum CPMThe minimum CPM amount you will accept for ad impressions - often an option in ad network UIs,...   Learn More >
  • Minimum GuaranteeA minimum guarantee, or MG, is an amount an ad network contractually agrees to pay a publisher...   Learn More >
  • Mobile AdvertisingWhat Is Mobile Advertising? Mobile Advertising refers to advertising which is built...   Learn More >
  • ModeratedModeration is the act of reviewing comments or forum posts to ensure they don’t breach rules set...   Learn More >
  • ModeratorSomeone who reads comments or posts on a website and decides whether or not that content is...   Learn More >
  • Modified TweetA modified tweet (or MT) is a form of retweet on Twitter, in which changes have been made (often...   Learn More >
  • MoFuIn digital marketing MoFu means "Middle of Funnel" and refers to content that draws people...   Learn More >
  • MoMMonth-on-Month (or MoM) means comparing data from one month to the previous month. For example,...   Learn More >
  • Mommy BloggerA blogger who talks about their experiences as a mother. Successful Mummy Bloggers will often be...   Learn More >
  • MonetizedIf something is monetized that means that it has been set up so that money is earned from it....   Learn More >
  • Monster MPUWhat is a 300x600? The 300x600 ad unit is an IAB standard ad unit with dimensions of 300 pixels...   Learn More >
  • Month To DateAn acronym for Month To Date. This is a way of filtering data by only considering the current...   Learn More >
  • Month-on-MonthMonth-on-Month (or MoM) means comparing data from one month to the previous month. For example,...   Learn More >
  • Monthly Active UsersA metric that social networks use to describe how many people are using their site. The point of...   Learn More >
  • Monthly Recurring RevenueMRR stands for Monthly Recurring Revenue. The predictable amount of revenue a business receives...   Learn More >
  • MonumetricAn ad network for WordPress sites that uses ad rotation technology. They only take sites over a...   Learn More >
  • MPUAn MPU is a display ad unit that is 300 pixels wide by 250 pixels tall. It is commonly called a...   Learn More >
  • MRRMRR stands for Monthly Recurring Revenue. The predictable amount of revenue a business receives...   Learn More >
  • MSA technology company founded by Bill Gates. Microsoft makes a wide variety of the software...   Learn More >
  • MTA modified tweet (or MT) is a form of retweet on Twitter, in which changes have been made (often...   Learn More >
  • MTDAn acronym for Month To Date. This is a way of filtering data by only considering the current...   Learn More >
  • Multi-Size Ad SlotAn ad slot that can load more than one size of advert within it.
  • Multi-Touch AttributionSometimes referred to as multi-channel attribution, this is a way of attributing conversions...   Learn More >
  • Multiple Customer ManagementMultiple Customer Management is the way in which ad networks can manage the Google Ad Exchange...   Learn More >
  • Multivariant TestingTesting multiple changes at once to work out which combination is better. This can be used in...   Learn More >
  • MVTTesting multiple changes at once to work out which combination is better. This can be used in...   Learn More >
  • n

  • Native AdvertisingNative Ads are ads that are intended not to look like ads. For example, they could be an...   Learn More >
  • Navigational Search QueryA search aimed at finding a specific website or webpage. While these searches generate a lot of...   Learn More >
  • nCPANew Cost Per Acquisition. The amount it costs for sales (or actions) from new customers. A...   Learn More >
  • Negative KeywordKeywords which are targeted away from as opposed to target towards. For example, an airline...   Learn More >
  • Negative TargetingThe process of targeting an ad away from a user or piece of content. For example, an airline may...   Learn More >
  • Nested CommentsWhen a reply to a comment is slightly indented or hidden under the comment it is replying to (so...   Learn More >
  • Net 60 TermsA common payment condition in online advertising, Net 60 means that you will only be paid 60...   Learn More >
  • Net Promoter ScoreNet Promoter Score is a way of measuring how likely your audience is to recommend you. It...   Learn More >
  • NetiquetteEtiquette on the internet.
  • New Cost Per AcquisitionNew Cost Per Acquisition. The amount it costs for sales (or actions) from new customers. A...   Learn More >
  • NFTA unique identifier for a digital good. NFTs utilise blockchain technology to make it possible...   Learn More >
  • NHTWhat is Non-Human Traffic? Non-Human Traffic (or NHT) is a type of traffic made up of any...   Learn More >
  • NicheA specific or specialised interest or section of the population. Websites are often spoken about...   Learn More >
  • No-FollowA type of link marked so that no link equity passes from the webpage the link is on to the...   Learn More >
  • Non-Exclusive YouTube VideoA video where an influencer promotes a bunch of different brands at once. This type of...   Learn More >
  • Non-Fungible TokenA unique identifier for a digital good. NFTs utilise blockchain technology to make it possible...   Learn More >
  • Non-Guaranteed InventoryNon-Guaranteed Inventory is the term used when an unspecified amount of inventory is purchased....   Learn More >
  • Non-Human TrafficWhat is Non-Human Traffic? Non-Human Traffic (or NHT) is a type of traffic made up of any...   Learn More >
  • Non-Linear Video AdsA non-linear video ad is a video ad that is not based on simply watching a video to get the...   Learn More >
  • Non-Organic TrafficNon-Organic Traffic means traffic that has been paid for. This would include users on a site who...   Learn More >
  • Non-Session DataNon-Session Data is information that cannot be gleaned from a user by their usage of a site....   Learn More >
  • Non-Standard Ad UnitIn the Preparing Your Site section we told you to stick with IAB standard ads. This was because...   Learn More >
  • NPSNet Promoter Score is a way of measuring how likely your audience is to recommend you. It...   Learn More >
  • o

  • Off-Page Ranking FactorAn SEO term for things that affect where web pages rank in search engines that are not on the...   Learn More >
  • On-Page Ranking FactorAn SEO term for things that affect where web pages rank in search engines that are on the...   Learn More >
  • On-Page SEOOn-Page SEO means optimising what is on a webpage (including things that aren't visible - eg...   Learn More >
  • Online AdvertisingAny activity where a person or business pays to promote something online. This main three...   Learn More >
  • Online Publishers AssociationNow known as Digital Content Next (DCN), the OPA is a trade association of websites with a...   Learn More >
  • OPANow known as Digital Content Next (DCN), the OPA is a trade association of websites with a...   Learn More >
  • Open RateOpen Rate is the percentage of people who were sent an email who opened it. It is one of the...   Learn More >
  • Opera Ad ManagerA way to run ads in Opera Apps,including Opera News,and the news feed in the Opera Mini broswer...   Learn More >
  • Operating SystemAn acronym for Operating System. It can be useful to target different ads to different operating...   Learn More >
  • Opportunity To SeeIt is traditionally thought that an ad/marketing message needs to be seen around 5 times before...   Learn More >
  • Opt-In‘Opt-in’ or ‘Opting in’ means requiring a user to make an active, positive choice to increase...   Learn More >
  • Opt-OutIn email marketing, an opt-out means unticking a pre-ticked box that says "I would like to...   Learn More >
  • Optimised PricingGoogle Ad Manager's way of algorithmically increasing the floor price of ad inventory that it...   Learn More >
  • OptimisingWhat does optimising mean? Optimising means making changes to improve performance. It is a...   Learn More >
  • Organic SearchOrganic Search refers to non-paid-for traffic which comes to a website from a search engine.
  • Organic TrafficOrganic traffic means website traffic that is not paid for - ie users finding your site through...   Learn More >
  • OSAn acronym for Operating System. It can be useful to target different ads to different operating...   Learn More >
  • OTSIt is traditionally thought that an ad/marketing message needs to be seen around 5 times before...   Learn More >
  • OTTOTT refers to content that is streamed via streaming services.
  • OTT AdvertisingVideo ads on streaming devices that are added into free-to-watch streaming services. OTT Ads...   Learn More >
  • OTT DevicesDevices that offer streaming services (such as streaming boxes, HDMI sticks, Consoles etc).
  • Outbound MarketingOutbound marketing means marketing activities where you go out and try and find customers. For...   Learn More >
  • OutreachThe process of getting in touch with other websites or businesses. Seemingly simple, due to the...   Learn More >
  • Over The TopOTT refers to content that is streamed via streaming services.
  • OverdeliveryWhen an ad delivers too many impressions/clicks/conversions etc.
  • OverlayWhat is an Overlay (or Floater)? An Overlay (or Floater as they are known in the US) is an IAB...   Learn More >
  • Owned MediaOwned Media refers to advertising using channels an advertiser controls. This includes your own...   Learn More >
  • p

  • PAA type of advertising where an algorithm is used to decide which ads are placed in which...   Learn More >
  • PAAA Google search feature that includes questions (and answers) relevant to the search used. In...   Learn More >
  • Page CTRThe percentage of clicks all ads on a page received (Page CTR can also be used to measure link...   Learn More >
  • Page Experience UpdateThe Page Experience Update was a Google algorithm update for search that rolled out in Summer...   Learn More >
  • Page ImpressionAlso known as a page view, a page impression is a digital marketing metric that counts each time...   Learn More >
  • Page RPMWhat does Page RPM mean? In digital marketing, the Page RPM is the amount a publisher receives...   Learn More >
  • Page SpeedPage Speed is how fast an individual webpage loads. It can be measured in many ways but is...   Learn More >
  • Page ViewA page view is a metric for how many times a webpage is loaded.
  • PageRankThe name of the algorithm Google uses to count links to a webpage, and judge how important those...   Learn More >
  • Pages Per SessionPages Per Session is a website analytics metric which means the number average number of web...   Learn More >
  • Paid MediaPaid Media refers to any advertising you have to pay for. This includes PPC or Display Ads,...   Learn More >
  • Paid PostA post on social media (or on a blog) that was motivated by money. This can mean allowing...   Learn More >
  • Paid SearchWhat Does Paid Search Mean? Paid Search refers to ads placed in search engines above 'organic'...   Learn More >
  • Paid SocialTraffic which comes to a website from advertising on social networks. This term usually only...   Learn More >
  • Pangle AdsTikTok Ads that run on TikToks Audience Network (websites that partner with TikTok and run their...   Learn More >
  • Passive ModerationWhen a moderator only checks if posts or comments on a site are suitable if someone flags them....   Learn More >
  • PassivesPassives is a term used when calculating Net Promoter Score. It refers to people who have...   Learn More >
  • Pay Per ClickPay Per Click (or PPC) is another way to say CPC (which stands for Cost Per Click). It is a type...   Learn More >
  • PECRAn acronym for Privacy and Electronic Communications Regulation, PECR is an EU regulation around...   Learn More >
  • People Also AskA Google search feature that includes questions (and answers) relevant to the search used. In...   Learn More >
  • Performance AdvertisingPerformance advertising focuses on, unsurprisingly, the performance of a campaign - in terms of...   Learn More >
  • Performance BuyA performance buy is an ad buy for performance advertising purposes.
  • Performance CampaignA Performance Campaign is an advertising campaign that focuses on, unsurprisingly, the...   Learn More >
  • Performance MaxCommonly referred to as PMax. A type of Google Ads campaign where everything is automatically...   Learn More >
  • Performance NetworkA Performance Network focuses on providing masses of inventory (sometimes anonymously) with the...   Learn More >
  • Performance SpendA Performance Spend is an advertising campaign that focuses on, unsurprisingly, the performance...   Learn More >
  • PhishingPhishing is a type of scam through digital communication in order to obtain personal information...   Learn More >
  • PHPPHP is a programming language used on the internet.
  • Phrase MatchWhen targeting keywords in Google Ads for paid search, phrase match means inputting the keywords...   Learn More >
  • PinThe word for a post on Pinterest.
  • PinnerSomeone who posts on Pinterest.
  • PinterestPinterest is a social network that focuses on collecting images and ideas for inspiration from...   Learn More >
  • Pinterest AdsThe ad platform on Pinterest. It's pretty good.
  • PixelA pixel is what makes up the images displayed on your computer. They are minute dots of colour,...   Learn More >
  • PlacementPlacement is a generic term meaning some combination of an ad and the place it is served. It can...   Learn More >
  • PlatformA platform is a generic term that means a computer/server which does something. An Ad Platform...   Learn More >
  • PMAXCommonly referred to as PMax. A type of Google Ads campaign where everything is automatically...   Learn More >
  • PNGA png is a type of image file (with the file extension .png). It is one of the best types of...   Learn More >
  • PodcastAn audio show that is available for download or streaming.
  • PodcasterSomeone who makes podcasts.
  • Polite LoadingPolite Loading is a common requisite made by websites for ads on their site meaning that ads are...   Learn More >
  • Pop-BlockerA pop-blocker is an add-on or plugin for a browser that prevents new windows from being opened...   Learn More >
  • Pop-UpWhat is a Pop-Up (or Pop-Under)? A pop-up ad comprises of a webpage that opens up in a new...   Learn More >
  • Portable Network GraphicsA png is a type of image file (with the file extension .png). It is one of the best types of...   Learn More >
  • PostPost is a generic term for anything you put on social media or a blog. It can also be used as a...   Learn More >
  • Post-Click ConversionA Post-Click Conversion, or PC Conversion is when a user converts after a click. This click can...   Learn More >
  • Post-Click WindowThe Post Click Window, or PC Window, is the amount of time after a user has clicked on an ad and...   Learn More >
  • Post-Impression ConversionA Post-Impression Conversion or PI Conversion is when a user buys a product after seeing an...   Learn More >
  • Post-Impression WindowThe Post Impression Window, or PI Window, is the amount of time after a user has viewed an ad...   Learn More >
  • Post-ModerationIn this case, post means "after", so Post-Moderation means moderating comments after they have...   Learn More >
  • Power5A set of features on Facebook Ads focussed on automation. The idea is that by using all of these...   Learn More >
  • PPCPay Per Click (or PPC) is another way to say CPC (which stands for Cost Per Click). It is a type...   Learn More >
  • PRPublic Relations (or PR) is the process by which a company tries to manage its image or...   Learn More >
  • Pre-GamePre-game ads are usually a type of video (although occasionally an MPU) ad that comes up before...   Learn More >
  • Pre-ModerationWhen all comments or posts on a site are checked by moderators when they are submitted, and only...   Learn More >
  • Pre-RollWhat Is A Pre-Roll? Pre-Roll is commonly used to refer to any type of video advertising. It is...   Learn More >
  • PremiumThe word "Premium" is used as a throwaway adjective used in the advertising world to imply that...   Learn More >
  • Press ReleaseA statement sent out to the press explaining some new development. Usually used in order to...   Learn More >
  • PriorityPriority in online advertising is a setting in ad servers that is used to decide which ad gets...   Learn More >
  • Product ListA place where products are listed, such as in search results, category pages, sales pages etc....   Learn More >
  • ProgrammaticA type of advertising where an algorithm is used to decide which ads are placed in which...   Learn More >
  • Programmatic GuaranteedA way of block buying and selling ad space within a programmatic platform. This allows you to...   Learn More >
  • Project ManagerA Project Manager (or PM) makes sure that a project is planned properly and follows that plan...   Learn More >
  • PromotersPromoters is a term used when calculating Net Promoter Score. It refers to people who have...   Learn More >
  • PronounsPronouns are the terms a person would like to be referred to by (eg he/him, she/her, they/them...   Learn More >
  • PSAIn digital marketing, PSA stands for Public Service Ad, which is an ad for a charity or other...   Learn More >
  • Public RelationsPublic Relations (or PR) is the process by which a company tries to manage its image or...   Learn More >
  • Public Service AdIn digital marketing, PSA stands for Public Service Ad, which is an ad for a charity or other...   Learn More >
  • PublisherA publisher of a website is the person or company responsible for the content on a website. This...   Learn More >
  • Publisher Ad TagA publisher ad tag is a piece of code that publishers put directly on their site to call ad...   Learn More >
  • Push DownA Push Down is a special type of display ad that pushes the content of a webpage downwards. It...   Learn More >
  • q

  • Q1Q1 is short for Quarter 1 and is a term used to describe the first quarter of the year, which...   Learn More >
  • Q2Q2 is short for Quarter 2 and is a term used to describe the second quarter of the year, which...   Learn More >
  • Q3Q3 is short for Quarter 3 and is a term used to describe the third quarter of the year, which...   Learn More >
  • Q4Q4 is short for Quarter 4 and is a term used to describe the fourth quarter of the year, which...   Learn More >
  • QOQQuarter-on-Quarter (or QOQ) means comparing data from one quarter to the previous quarter. A...   Learn More >
  • QPSQueries Per Second (QPS) is the number of times a request is sent to a server per second. With...   Learn More >
  • QR CodeA QR code is a set of pixels that can be read by an app, usually used to direct users to a...   Learn More >
  • QRGA guide provided to Google's army of Search Quality Raters. Search Quality Raters are tasked...   Learn More >
  • QTA quote tweet is a term on Twitter for when you retweet the URL to a tweet and add a comment....   Learn More >
  • Qualified LeadsQualified Leads are leads that are likely to become sales, as they have had some secondary test...   Learn More >
  • QualifyThe process of seeing how 'good' a lead is. For example, someone may sign up for a test drive on...   Learn More >
  • QualitativeQualitative means the qualities of something that cannot be measured. For example, if you think...   Learn More >
  • Quality IndexA version of the Quality Score metric that Yahoo! used.
  • Quality RatersPeople hired by Google to rate the quality of search results. The purpose of this to check if...   Learn More >
  • Quality Raters GuideThe Quality Raters Guide is a document that provides guidelines for human evaluators who are...   Learn More >
  • Quality Raters GuidelinesA guide provided to Google's army of Search Quality Raters. Search Quality Raters are tasked...   Learn More >
  • Quality ScoreQuality Score is a metric that Google Ads (formerly AdWords) uses to work out whether they...   Learn More >
  • QuantitativeQuantitative means the qualities of something that can be measured. For example, if an ad has a...   Learn More >
  • QuarterA quarter is a three month reporting period (as in a quarter of the year). There are four...   Learn More >
  • Quarter 1Q1 is short for Quarter 1 and is a term used to describe the first quarter of the year, which...   Learn More >
  • Quarter 2Q2 is short for Quarter 2 and is a term used to describe the second quarter of the year, which...   Learn More >
  • Quarter 3Q3 is short for Quarter 3 and is a term used to describe the third quarter of the year, which...   Learn More >
  • Quarter 4Q4 is short for Quarter 4 and is a term used to describe the fourth quarter of the year, which...   Learn More >
  • Quarter-on-QuarterQuarter-on-Quarter (or QOQ) means comparing data from one quarter to the previous quarter. A...   Learn More >
  • QuartileA quartile is a statistical term that means the quarter in which something statistically...   Learn More >
  • Queries Per SecondQueries Per Second (QPS) is the number of times a request is sent to a server per second. With...   Learn More >
  • QueryA query is any request for information. For example, a search in a search engine is a query, as...   Learn More >
  • Quick Response CodeA QR code is a set of pixels that can be read by an app, usually used to direct users to a...   Learn More >
  • QuoraFounded in 2009, Quora is a social network based around knowledge. Users of the site may post...   Learn More >
  • Quote TweetA quote tweet is a term on Twitter for when you retweet the URL to a tweet and add a comment....   Learn More >
  • r

  • Rank BrainA machine learning algorithm used by Google to improve search results.
  • ReachReach is a metric (most commonly used in social media) referring to the number of users who saw...   Learn More >
  • Real Time BiddingRTB stands for Real-Time Bidding. It's a system where publishers set the minimum CPM they...   Learn More >
  • Real Time Bidding PlatformRTB Platform is short for Real-Time Bidding Platform and is a type of company that uses...   Learn More >
  • Real-TimeWhen something occurs in Real-Time, that means it is actually occurring at the speed of life, as...   Learn More >
  • RecencyRecency is a metric that refers to how long it's been since a user has done something, and is...   Learn More >
  • RedditLaunched in 2005, Reddit is one of the top ten largest social networks in the world. Reddit is...   Learn More >
  • Reddit TalkReddit's version of Clubhouse. A voice chat function that can be opened in a sub.
  • RedditorSomeone who uses the website Reddit (as a registered user).
  • Reels RemixInstagram's version of TikTok Duets. You can record a reel that is a response to someone else's...   Learn More >
  • Referral TrafficReferral Traffic is traffic from a link on another website (not including search or social media...   Learn More >
  • ReferrerA referrer means a site or service which has a link to your site. Can be used as a dimension in...   Learn More >
  • RegramInstagram's version of reposting or sharing.
  • Remnant InventoryRemnant Inventory is the unsold inventory after Brand or Performance networks have been exhausted.
  • Remnant NetworkA type of Ad Network which is used to monetize inventory that remains unsold. These types of...   Learn More >
  • RepinThe equivalent of a share on Pinterest - when you pin something to your profile/board which...   Learn More >
  • ReskinWhat is a Reskin? A reskin is a branded image that replaces the background of a website. It...   Learn More >
  • Response RateWhat is a Response Rate? Response Rate is a term often used for surveys and email marketing but...   Learn More >
  • Responsive Ad UnitA responsive ad unit changes size to fit the space it is given. This is especially useful when a...   Learn More >
  • Responsive AdsA type of text ad in Google Ads where you can add multiple different headlines and descriptions,...   Learn More >
  • Rest of WorldRoW means Rest of World in online advertising and is shorthand for when ads are being...   Learn More >
  • Results Pageviews / SearchIn Google Analytics Internal Search report, this is how many times someone viewed a search...   Learn More >
  • Retargeting adsAds which are shown people who have taken some action before. For example visitors to a webpage...   Learn More >
  • Return On Ad SpendWhat is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
  • Return On InvestmentWhat is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
  • RetweetRT stands for 'retweet' in social media. A retweet on Twitter is when a user posts something...   Learn More >
  • RevenueThe total amount of money taken in by a person or company, before any expenses (such as taxes...   Learn More >
  • Revenue Per Thousand What does RPM mean? In digital marketing, the RPM price means that every time something...   Learn More >
  • Revenue Per Thousand PagesWhat does Page RPM mean? In digital marketing, the Page RPM is the amount a publisher receives...   Learn More >
  • Revenue ShareWhen using an Ad Network, the income from advertising will be split between the Ad Network and...   Learn More >
  • RevueRevue was launched in 2015 and bought by Twitter in 2021. It is essentially Twitter's version of...   Learn More >
  • RFPAn acronym standing for Request For Proposal. This is what is put out when an organisation is...   Learn More >
  • Rich MediaRich Media just means ads that are more than just simple images, or animated gifs. Occasionally...   Learn More >
  • Rich Media VendorThe server from which the ad gets send to the ad server.
  • RLSAAn acronym standing for Retargeting List for Search Ads. It is a feature in Google Ads to target...   Learn More >
  • RMRich Media just means ads that are more than just simple images, or animated gifs. Occasionally...   Learn More >
  • Roadblock AdThis is where all ads on a page are sold together to one advertiser. The ads must deliver...   Learn More >
  • ROASWhat is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
  • RoCRoC is short for Run of Channel, which means when a set of ads are booked to run anywhere within...   Learn More >
  • ROIWhat is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
  • Role-Based AddressA role-based address is an email address that uses a job title rather than the name of an...   Learn More >
  • RoNRoN is short for Run of Network, and means when a set of ads are booked with an Advertising...   Learn More >
  • RoSRoS is short for Run of Site and means when a set of ads are booked to run anywhere on a site.
  • RoWRoW means Rest of World in online advertising and is shorthand for when ads are being...   Learn More >
  • RPM What does RPM mean? In digital marketing, the RPM price means that every time something...   Learn More >
  • RRWhat is a Response Rate? Response Rate is a term often used for surveys and email marketing but...   Learn More >
  • RTRT stands for 'retweet' in social media. A retweet on Twitter is when a user posts something...   Learn More >
  • RTBRTB stands for Real-Time Bidding. It's a system where publishers set the minimum CPM they...   Learn More >
  • RTB PlatformRTB Platform is short for Real-Time Bidding Platform and is a type of company that uses...   Learn More >
  • Run of ChannelRoC is short for Run of Channel, which means when a set of ads are booked to run anywhere within...   Learn More >
  • Run of NetworkRoN is short for Run of Network, and means when a set of ads are booked with an Advertising...   Learn More >
  • Run of SiteRoS is short for Run of Site and means when a set of ads are booked to run anywhere on a site.
  • s

  • SaaSA business model where users are charged a subscription fee for using software as opposed to a...   Learn More >
  • SafariSafari is a web browser made by Apple. It comes bundled with many Apple devices, however is not...   Learn More >
  • Sales Confirmation PageA sales confirmation page is a webpage that confirms a purchase has been made online. It appears...   Learn More >
  • SalespersonIn digital marketing, a salesperson is someone whose job is to sell advertising space or...   Learn More >
  • Screaming FrogAn excellently named SEO tool that scans websites for SEO related issues. It's the best.
  • Scroll HijackingWhen scrollbars are made to behave differently than usual (for example stopping at a point and...   Learn More >
  • SEASEA is a rarely used acronym that stands for Search Engine Advertising. It is generally referred...   Learn More >
  • Search EngineA search engine is a website that attempts to index all websites and then allows users to search...   Learn More >
  • Search Engine AdvertisingSEA is a rarely used acronym that stands for Search Engine Advertising. It is generally referred...   Learn More >
  • Search Engine MarketingSearch Engine Marketing (or SEM) is a type of marketing where you focus on improving the...   Learn More >
  • Search Engine OptimisationSEO stands for Search Engine Optimisation and is the process of improving where your webpages...   Learn More >
  • Search Engine Results PageSERP stands for Search Engine Results Page. A SERP is a webpage loaded by a search engine in...   Learn More >
  • Search QueryThe actual words used in a search engine by a user. Contrasts to keywords, which are groups of...   Learn More >
  • Search Query ReportA report in Paid Search platforms which tells you the actual search terms which your ads showed...   Learn More >
  • Search RankingSearch Ranking refers to how high up in search results a website appears for a certain term on...   Learn More >
  • Second Price AuctionWhen the winner of an auction pays 1 penny more than second place. This ensures the lowest price...   Learn More >
  • SegmentationSegmentation can take place in any form of digital marketing, and simply involves breaking...   Learn More >
  • SEMSearch Engine Marketing (or SEM) is a type of marketing where you focus on improving the...   Learn More >
  • SentimentA feeling of opinion on something. Sentiment analysis is often used wherever there are comments...   Learn More >
  • SEOSEO stands for Search Engine Optimisation and is the process of improving where your webpages...   Learn More >
  • SERPSERP stands for Search Engine Results Page. A SERP is a webpage loaded by a search engine in...   Learn More >
  • SERPs DominationSERPs Domination is when a single website is returned for all the results on the first page for...   Learn More >
  • ServeServe in online advertising means delivering an ad (ie "there were 30 million ads served last...   Learn More >
  • ServerA server is a central computer that stores and delivers information to other computers.
  • Server-Side Ad InsertionWhen an ad-supported streaming service inserts ads before sending the stream to a device. This...   Learn More >
  • SessionA session is from when a user logs on to a website to when they leave. It is a metric used by...   Learn More >
  • Session DurationSession Duration is a website analytics metric that means how long on average a user spends on a...   Learn More >
  • ShareSharing is a term mostly used in social media that is a softer way to talk about posting...   Learn More >
  • Share of VoiceShare of Voice (or SOV) is a metric used to show what percentage of marketing messages on a...   Learn More >
  • ShopifyA popular and powerful eCommerce platform for people to set up their own online shops.
  • ShowroomingShowrooming is the opposite of webrooming. It means looking in a physical shop for an item to...   Learn More >
  • Side HustleA job on the side of your main job. During the pandemic, these became especially commonplace,...   Learn More >
  • Single Keyword Ad GroupsAKA SKAGs. An Ad Group on a paid search platform which only targets a single exact match...   Learn More >
  • Single Opt-inAn Opt-In which only has one step. For example, entering an email address into a box and then...   Learn More >
  • Site SpeedA general term for the speed at which a site loads. Site speed can be broken down into multiple...   Learn More >
  • SitemapA sitemap is a list of all the web pages on a site, arranged in a useful manner.
  • SKAGsAKA SKAGs. An Ad Group on a paid search platform which only targets a single exact match...   Learn More >
  • SkippableSkippable in online advertising refers to ads (usually video ads) that do not have to be watched...   Learn More >
  • SkyscraperWhat is a 160x600? The 160x600 ad size is an IAB standard ad unit with dimensions of 160 pixels...   Learn More >
  • SlackAn instant messenger tool used by companies. Sometimes referred to as a Social Network.
  • SMSocial Media refers to websites entirely made up of user-generated content, in which users can...   Learn More >
  • Small BusinessAKA SME (Small To Medium Enterprise) or SMB (Small to Medium Business). Official definitions...   Learn More >
  • SMMSocial Media Marketing (or SMM) is the blanket term for any type of marketing using social...   Learn More >
  • SMOSocial Media Optimisation (or SMO) refers to any activity which is aimed at improving results...   Learn More >
  • SnapchatThe central concept is Snapchat is that messages shared are only temporary. All messages delete...   Learn More >
  • Snapchat MemoriesA place on Snapchat where users of the platform can save snaps for later. Memories are only...   Learn More >
  • Snapchat StoriesA place on Snapchat to curate snaps from the past 24 hours into a publicly viewable set. These...   Learn More >
  • Social ListeningThe process of monitoring social channels for people talking about your brand or things related...   Learn More >
  • Social MediaSocial Media refers to websites entirely made up of user-generated content, in which users can...   Learn More >
  • Social Media MarketingSocial Media Marketing (or SMM) is the blanket term for any type of marketing using social...   Learn More >
  • Social Media OptimisationSocial Media Optimisation (or SMO) refers to any activity which is aimed at improving results...   Learn More >
  • Social Media Scheduler What is a Social Media Scheduler? A Social Media Scheduler is a tool used to plan social...   Learn More >
  • Social Media SuspensionWhen someone is banned from social media. Social media suspensions usually have a specific...   Learn More >
  • Social ProofA way of expressing that people like/agree with an action, often by using usage stats. For...   Learn More >
  • Soft-BounceIn Email Marketing, Soft-Bounces refer to what are usually temporary issues – the recipient...   Learn More >
  • Software as a ServiceA business model where users are charged a subscription fee for using software as opposed to a...   Learn More >
  • SoLoMoShort for Social, Local, Mobile, SoLoMo is a marketing mindset that seeks to integrate three...   Learn More >
  • SOVShare of Voice (or SOV) is a metric used to show what percentage of marketing messages on a...   Learn More >
  • SPSP stands for Sponsored Post and means a social media post has been paid for by an advertiser....   Learn More >
  • SpamSpam refers to unsolicited emails but also can be used to describe emails that use deceptive...   Learn More >
  • Spark AdsA way of boosting organic posts on TikTok. It differs from TikTok Promote (or Facebook Boost) in...   Learn More >
  • SpiderA spider is a type of bot deployed by search engines that crawls websites to index their...   Learn More >
  • Split TestingA way of testing whether one thing is better than another. For example, you could split test two...   Learn More >
  • Sponsored PostSP stands for Sponsored Post and means a social media post has been paid for by an advertiser....   Learn More >
  • SponsorshipWhat is a Sponsorship? In online advertising, a sponsorship is where an advertiser pays to have...   Learn More >
  • Sprout SocialA popular and powerful social media management tool that allows users to manage their social...   Learn More >
  • SQRA report in Paid Search platforms which tells you the actual search terms which your ads showed...   Learn More >
  • SquarespaceA website builder.
  • SSAIWhen an ad-supported streaming service inserts ads before sending the stream to a device. This...   Learn More >
  • SSL CertificateAn SSL Certificate is a digital key that creates a secure connection between a website and a...   Learn More >
  • SSPSSP stands for Supply Side Platform and is a type of RTB Ad Network in which publishers place...   Learn More >
  • Standard Ad UnitThe Online Advertising Guide recommends you use IAB standard ads, as it makes the whole ad...   Learn More >
  • StatusbrewStatusbrew is a social media scheduling tool. We highly recommend it - read more about why here >   Learn More >
  • SteemitA blockchain based social network that pays users for their content using the STEEM cryptocurrency.
  • Structured CitationA business listing on a directory. Important for SEO.
  • Style GuideA Style Guide is a manual that specifies the house style of a business. It typically includes...   Learn More >
  • SubdomainA subdomain is part of a larger domain, usually separated by a dot and at the beginning of a...   Learn More >
  • SubscriberThis is the name for a person or group of people who have voluntarily decided to become notified...   Learn More >
  • Subscription Video On DemandSubscription Video On Demand (eg Netflix, Disney+ etc). These are streaming services which don't...   Learn More >
  • SubstackA subscription newsletter platform.
  • SubtweetA tweet that refers to someone without mentioning them directly (often as a way to mock...   Learn More >
  • Super FollowA service from Twitter where people can Super Follow an account. Super Following an account...   Learn More >
  • Supply Side PlatformSSP stands for Supply Side Platform and is a type of RTB Ad Network in which publishers place...   Learn More >
  • Surveillance MarketingMarketing that collects and uses a surprising amount of data to target people. A terrifying and...   Learn More >
  • SVODSubscription Video On Demand (eg Netflix, Disney+ etc). These are streaming services which don't...   Learn More >
  • Swipe fileA file that marketers keep with inspiration in it - ads and ideas that they have liked in the past.
  • SWOTAn acronym standing for Strengths, Weaknesses, Opportunities, Threats. SWOT is used to start...   Learn More >
  • t

  • Tagged Image File FormatA TIFF is a type of image file (.TIFF is the file extension). TIFF stands for Tagged Image File...   Learn More >
  • TCFTransparency & Consent Framework. A way to gather consent from users to be shown online...   Learn More >
  • TelegramA secure messaging app that lets you set messages to delete themselves (like Snapchat)....   Learn More >
  • The Delta? means change or difference,and is used in digital marketing to discuss either the rate of...   Learn More >
  • The Joint Industry Committee for Web StandardsJICWEBS stands for "The Joint Industry Committee for Web Standards" and was a regulatory body...   Learn More >
  • Thin ContentContent on a website that has little to no value to a user. This is generally thought of as very...   Learn More >
  • Third-Party Ad ServerA third-party ad server is a company that hosts ads on behalf of advertisers and manages the...   Learn More >
  • Third-Party CookiesCookies that are dropped onto a person's computer when visiting a website that are not from the...   Learn More >
  • ThumbnailA small picture (often auto-generated from a larger version of the picture) that goes alongside...   Learn More >
  • TIFFA TIFF is a type of image file (.TIFF is the file extension). TIFF stands for Tagged Image File...   Learn More >
  • TikTokA high concept social network, where users can post 15 seconds videos with a song or audio clip...   Learn More >
  • TikTok AdsThe ad platform on TikTok.
  • TikTok Audience NetworkThe network of sites that run TikTok ads on them (not including TikTok itself).
  • TikTok PromoteA way to pay to show posts on TikTok to more users. As with Facebook Boost,there are almost no...   Learn More >
  • TikTok PulseInfluencers with over 100,000 followers can enrol in TikTok Pulse for an ad rev share of 50%....   Learn More >
  • TikTok ResumesA way to apply for jobs through TikTok using a short video CV.
  • TileA tile is a common term for a square ad. It usually refers to a 125 pixels (wide) by 125 pixels...   Learn More >
  • Time after SearchIn Google Analytics Internal Search report, the amount of time a user spends on the site after a...   Learn More >
  • Time to InteractiveA measurement of how long it takes for a webpage to become interactive after it starts to load....   Learn More >
  • TimelineA timeline in social media refers to a type of feed where all posts are listed in reverse...   Learn More >
  • TINAA non-profit organisation devoted to protecting consumers against false or deceptive...   Learn More >
  • Tip JarA way to pay content creators. This functionality is implemented in different ways on different...   Learn More >
  • Title TagThe title of webpage. This is what search engines typically use as the link to the page on their...   Learn More >
  • TLDTLD stands for Top-Level Domain. Top-Level Domain refers to the most important part (rightmost)...   Learn More >
  • ToFuIn digital marketing, ToFu means "Top of Funnel" and refers to the first real contact someone...   Learn More >
  • Top of FunnelIn digital marketing, ToFu means "Top of Funnel" and refers to the first real contact someone...   Learn More >
  • Top-Level DomainTLD stands for Top-Level Domain. Top-Level Domain refers to the most important part (rightmost)...   Learn More >
  • Topic ClusterA group of related topics. A tactic in SEO is to find a target topic to create content about,and...   Learn More >
  • TopicsA Google initiative that aims to make behavioural targeting transparent. Sites/advertisers...   Learn More >
  • TopView AdsA type of TikTok ad which appears at the top of the "For You" page. This is TikToks version of...   Learn More >
  • Total Unique SearchesIn Google Analytics Internal Search report, Total Unique Searches is a count of the number of...   Learn More >
  • Tracking LinksA hyperlink that is designed to be easily trackable, often by adding UTM parameters, or else by...   Learn More >
  • TrafficTraffic in online advertising is a catch-all term for visitors to a site (the online equivalent...   Learn More >
  • TraffickingTrafficking in online advertising is the process of uploading, troubleshooting, managing,...   Learn More >
  • Transparency & Consent Framework.Transparency & Consent Framework. A way to gather consent from users to be shown online...   Learn More >
  • Trigger WarningA “trigger warning” (often abbreviated to TW) is a notice at the start of a piece of content...   Learn More >
  • TripAdvisorAn online travel company that features user-generated content (which is why it is sometimes...   Learn More >
  • TroubleshootingThe process of systematically testing for, finding and fixing problems (such as broken ads,...   Learn More >
  • TrueViewA YouTube ad format where advertisers only pay when a certain amount of the ad is watched. The...   Learn More >
  • Truth In AdvertisingA non-profit organisation devoted to protecting consumers against false or deceptive...   Learn More >
  • TTIA measurement of how long it takes for a webpage to become interactive after it starts to load....   Learn More >
  • TumblrTumblr is a multimedia social network owned by Automattic (who bought it from Verizon). Founded...   Learn More >
  • Tumblr BlazeA way to pay to boost posts on Tumblr to random users (with no ability to target ads...   Learn More >
  • TWA “trigger warning” (often abbreviated to TW) is a notice at the start of a piece of content...   Learn More >
  • TweetA tweet is a post on Twitter. They are limited to 140 characters, with the intention being that...   Learn More >
  • TweetDeckA social media scheduling tool.
  • TwitchA streaming social network type service, where users film themselves playing video games and...   Learn More >
  • TwitterWhat is Twitter? Twitter is a social media platform that is based around conversation topics...   Learn More >
  • Twitter BlueA subscription version of Twitter which has extra features such as an Undo button.
  • Twitter CirclesA feature from Twitter where people can build a list of 'trusted friends',and then create tweets...   Learn More >
  • Twitter Engagement RateTwitter Engagement Rate is the number of times a tweet was loaded into someone's feed, divided...   Learn More >
  • Twitter FleetsLaunched in late 2020 but turned off in August 2021, Fleets were Twitter's version of the...   Learn More >
  • Twitter Media StudioTwitter's built-in social media management platform.
  • Twitter SpacesTwitter Spaces is a live audio space that users can launch to talk to other people. It was...   Learn More >
  • Two-Click PenaltyA method that Google uses to prevent click fraud. If Google suspects that clicks on display ads...   Learn More >
  • u

  • UGCUGC (or User Generated Content) means any content generated by the users of a site as opposed to...   Learn More >
  • UIUI stands for User Interface and just means the webpage you can login to edit your settings for...   Learn More >
  • UnderdeliveryWhen an ad campaign does not fulfil the specified amount of impressions/clicks/conversions etc.
  • Uniform Resource LocatorThe web address of a website or webpage. For example, the address of this website is...   Learn More >
  • Unique Selling PointAn acronym standing for Unique Selling Point. This is a concept based around how a...   Learn More >
  • Unique UserA person using a computer. Different to a User in that the term “Unique Users” only includes...   Learn More >
  • UnmoderatedModeration is the act of reviewing comments or forum posts to ensure they don't breach rules set...   Learn More >
  • UnmonetizedIf something is unmonetized that means that it has not been set up so that money is earned from...   Learn More >
  • UnoptimisedIf something is unoptimized, it has not had any efforts put in to improve its performance.
  • Unqualified LeadAn unqualified lead is one that has been gathered, but no further testing has been done to...   Learn More >
  • UnskippableUnskippable in online advertising refers to ads (usually video ads) that have to be watched by a...   Learn More >
  • Unstructured CitationA mention of a website or business which doesn't provide useful details (such as the URL,...   Learn More >
  • UnsubscribeWhen someone unsubscribes from something, it means they have decided they no longer want to...   Learn More >
  • Unsubscribe LinkAll email marketing is required to have a working Unsubscribe link contained within it. An...   Learn More >
  • Unsubscribe RateIn email marketing, the unsubscribe rate means the percentage of your users who are choosing to...   Learn More >
  • UpweightAn Upweight in online advertising is a term to do with optimising ad campaigns. It means when a...   Learn More >
  • Urchin Tracking ModuleUTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • URLThe web address of a website or webpage. For example, the address of this website is...   Learn More >
  • UserA user is the analytics term for a person using a computer. Different to a Unique User in...   Learn More >
  • User BaseA user base is a group of users who frequently use a site, as opposed to visiting just one time.
  • User ExperienceUX is an abbreviation for User Experience, which means how easy and pleasing it is for a person...   Learn More >
  • User Experience TestingUser experience testing is the process of making sure that users have the best experience...   Learn More >
  • User Generated ContentUGC (or User Generated Content) means any content generated by the users of a site as opposed to...   Learn More >
  • User InteractionA user interaction is often what advertisers are interested in gaining from their adverts. What...   Learn More >
  • User InterfaceUI stands for User Interface and just means the webpage you can login to edit your settings for...   Learn More >
  • User JourneyUser Journey means the actions a user takes and the pages a user will pass through on a site...   Learn More >
  • USPAn acronym standing for Unique Selling Point. This is a concept based around how a...   Learn More >
  • UTMUTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • UXUX is an abbreviation for User Experience, which means how easy and pleasing it is for a person...   Learn More >
  • v

  • Value AddValue Add refers to the actual impressions given as free to an advertiser.
  • Value For MoneyWhat Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
  • VASTVAST is the equivalent of IAB Standard Ad sizes for Video Advertising, meaning that an...   Learn More >
  • VCG AuctionIn Facebook Ad's own type of ad auction,the winning advertiser pays the amount bid by the...   Learn More >
  • Verified BadgeA verified badge is a way that Twitter identifies accounts as being owned by who says owns...   Learn More >
  • Vertical UnitA Vertical Unit is an informal way of talking about any ad size which is taller than it is wide...   Learn More >
  • VfMWhat Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
  • VIWhat is a Viewable Impression? A Viewable Impression (or VI) means an ad impression that...   Learn More >
  • Video Ad Serving TemplateVAST is the equivalent of IAB Standard Ad sizes for Video Advertising, meaning that an...   Learn More >
  • Video AdvertisingA video ad is an ad using a video to advertise a product or service. They are generally much...   Learn More >
  • Video MPUA Video MPU is an MPU ad that contains a video in it.   7 Ideas & Facts About Video MPUs ...   Learn More >
  • Video NetworkA Video Network is a platform which delivers Videos. This can also be applied to a platform...   Learn More >
  • View-ThroughView-Through refers to seeing an ad all the way through. It originally only referred to video...   Learn More >
  • View-Through ConversionA View-Through Conversion is another way of describing a post-impression conversion - a...   Learn More >
  • View-Through Conversion RateView-Through Conversion Rate is the percentage of people who saw an ad all the way through (but...   Learn More >
  • View-Through RateWhat does View-Through Rate mean? The View-Through Rate (or VTR) of an ad is the percentage of...   Learn More >
  • ViewabilityViewability in online advertising is the measure of whether an ad has been seen or not, and...   Learn More >
  • Viewability RateWhat is a Viewability Rate? Viewability Rate is the percentage of ads that are actually seen by...   Learn More >
  • Viewable ImpressionWhat is a Viewable Impression? A Viewable Impression (or VI) means an ad impression that...   Learn More >
  • ViralA piece of content that is shared a lot by individuals (without payment) in a short period of...   Learn More >
  • Viral MarketingViral Marketing is where someone creates content so interesting that people share it widely for...   Learn More >
  • Viral VideoA Viral Video means a video which people share with each other at a high rate. Video Ads that...   Learn More >
  • VlogA video blog.
  • VloggerA video blogger.
  • Voice SearchWhen a search is made vocally as opposed to through text. This can occur on either voice-only...   Learn More >
  • VRWhat is a Viewability Rate? Viewability Rate is the percentage of ads that are actually seen by...   Learn More >
  • VTRWhat does View-Through Rate mean? The View-Through Rate (or VTR) of an ad is the percentage of...   Learn More >
  • w

  • W3CW3C is the World Wide Web Consortium, which is the main international standards organisation for...   Learn More >
  • Wait MarketingWait Marketing is the process of advertising to people while they are waiting. In Online...   Learn More >
  • Walled GardenA moderated marketplace, such as Google Play or Apples App Store.
  • WaterfallThe order in which the Ad Networks are used is often referred to as "The Waterfall" as in "that...   Learn More >
  • Web AccessibilityA way of judging whether a website has been developed so that people with disabilities can use it.
  • Web AppA Web App is a website which functions like a program (such as Netflix for example).
  • Web DesignWeb Design is the process of deciding what a website (or any thing that is put on the internet)...   Learn More >
  • Web DesignerA Web Designer is someone who designs websites (and anything that goes on the internet really)....   Learn More >
  • WebcastA webcast is a broadcast on the internet.
  • WebinarAn online seminar. These are growing in prominence.
  • WebpageAn individual page on a website.
  • WebroomingWebrooming is when you research a product online, but then buy it in a physical shop at a later...   Learn More >
  • Website Engagement RateA new metric added to GA4 which is the opposite of bounce rate. Instead of measuring the...   Learn More >
  • WeChatA Chinese social media platform, that includes a payment platform. It is so popular than many...   Learn More >
  • Week To DateAn acronym standing for Week To Date. Used in analytics, this is a way of filtering results by...   Learn More >
  • Week-on-WeekWeek-on-Week (or WoW) means comparing data from one week to the previous week. For example, you...   Learn More >
  • Welcome EmailAn initial email to someone who has joined any type of email list (eg because they've signed up...   Learn More >
  • What You See Is What You GetPronounced whizzy-wig, this acronym stands for What You See Is What You Get. It refers to a...   Learn More >
  • WhatsAppA secure instant messenger owned by Facebook. Groups can be made within WhatsApp to communicate...   Learn More >
  • White HatIn online advertising, White Hat refers to practices which are above board or "good". For...   Learn More >
  • WhitelistA Whitelist is a list of things that are not banned or blocked. For example Ad Blockers...   Learn More >
  • WixA website builder.
  • WOMWord Of Mouth (or WOM) in marketing means when people tell each other about a product/company...   Learn More >
  • Word Of MouthWord Of Mouth (or WOM) in marketing means when people tell each other about a product/company...   Learn More >
  • WordPressWordPress is one of the most popular content management systems for websites. It is reported to...   Learn More >
  • World Wide WebStands for world wide web in case you were wondering.
  • World Wide Web ConsortiumW3C is the World Wide Web Consortium, which is the main international standards organisation for...   Learn More >
  • WoWWeek-on-Week (or WoW) means comparing data from one week to the previous week. For example, you...   Learn More >
  • WPWordPress is one of the most popular content management systems for websites. It is reported to...   Learn More >
  • WTDAn acronym standing for Week To Date. Used in analytics, this is a way of filtering results by...   Learn More >
  • WWWStands for world wide web in case you were wondering.
  • WYSIWYGPronounced whizzy-wig, this acronym stands for What You See Is What You Get. It refers to a...   Learn More >
  • x

  • XML SitemapAn XML Sitemap is a file that lists all of a sites URLs so that Search Engines can properly...   Learn More >
  • y

  • Yahoo!One of the oldest search engines.
  • Yahoo! Bing NetworkThe Yahoo! Bing Network is an Ad Platform joint venture from Yahoo! and Bing and is a way to...   Learn More >
  • YammerMicrosoft's answer to Twitter & Slack. Generally used internally on companies intranet for staff...   Learn More >
  • Year To DateYear To Date (or YTD) means everything that has happened in this year up until today. It is...   Learn More >
  • Year-on-YearYear-on-Year (or YoY) means comparing data from a date range in one year to the same date range...   Learn More >
  • YieldYield in online advertising is a generic metric term. It kind of means "the amount you got out...   Learn More >
  • Yield ManagementYield management refers to attempting to improve the yield of something. It can be a full time...   Learn More >
  • YMYLAn acronym for Your Money or Your Life, which encompasses all websites which give health or...   Learn More >
  • YoastYoast is the most popular SEO plugin for WordPress.
  • YouTubeYouTube is a video network owned by Google. It runs the most VOD ads of any video network, and...   Learn More >
  • YouTuberA user of the website YouTube as a creator - by uploading/managing videos, creating videos, or...   Learn More >
  • YoYYear-on-Year (or YoY) means comparing data from a date range in one year to the same date range...   Learn More >
  • YTYouTube is a video network owned by Google. It runs the most VOD ads of any video network, and...   Learn More >
  • YTDYear To Date (or YTD) means everything that has happened in this year up until today. It is...   Learn More >
  • z

  • Z-IndexThe Z-Index is a CSS property that defines the order in which items on a webpage are shown - if...   Learn More >
  • ZapierA company with a set of tools which link different platforms to make them easier to use (for...   Learn More >
  • Zero Click SearchesSearches on Google where the user does not leave properties owned by Google. For example, a...   Learn More >
  • Zombie CookieA zombie cookie is a cookie which won't die. Most cookies are automatically deleted by browsers...   Learn More >