Martech Glossary


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  • Ad Blocker
    An ad blocker is a piece of software that stops adverts from being shown on websites in a users...   Learn More >
  • Ad Blocking
    Ad blocking is the process of blocking ads from appearing in a users browser, usually using an...   Learn More >
  • Ad Call
    What does Ad Call / Ad Request mean? An Ad Call or Ad Request is when one computer requests an...   Learn More >
  • Ad Exchange
    An Ad Exchange is a type of RTB platform in which websites can both put their ads in to...   Learn More >
  • Ad Platform
    An Ad Platform is a generic term meaning the product a company uses to serve advertising....   Learn More >
  • Ad Server
    The server which ads get sent to sites from. These are used by Ad Networks as well as Ad...   Learn More >
  • Ad Specs
    Ad Specs are the requirements a website/network places on advertisers to allow their ad to run....   Learn More >
  • Ad Tag
    An Ad Tag is the piece of code an advertiser gives to a website instead of the actual ads they...   Learn More >
  • AdChoices
    AdChoices is an advertising industry initiative to ensure that behavioural advertising isn't...   Learn More >
  • AdSense
    AdSense is an Ad Platform from Google. It is an easy way to place ads on your site and earn...   Learn More >
  • Adware
    Adware is a type of software that delivers ads onto a computer regardless of an internet...   Learn More >
  • AdWords
    AdWords is an Ad Platform from Google. It is a place where advertisers can run ad campaigns...   Learn More >
  • Age Gate
    An Age Gate is a page (sometimes within an advert) that stops a user from continuing until they...   Learn More >
  • Analytics
    The measurable statistics of a website or an ad campaign (such as impressions). Typically...   Learn More >
  • Analytics Platform
    A provider of website analytics such as Google Analytics.
  • API
    An API is a way to connect two programs together. In digital marketing, APIs are often used to...   Learn More >
  • App
    App is an abbreviation of Application and is generally used to refer to applications on mobile...   Learn More >
  • Application
    App is an abbreviation of Application and is generally used to refer to applications on mobile...   Learn More >
  • Application for Programming Interface
    An API is a way to connect two programs together. In digital marketing, APIs are often used to...   Learn More >
  • Auction
    An auction in digital marketing refers to the process of how an advertising platform decides...   Learn More >
  • Backup Ad
    A Backup Ad is an ad that serves when an Ad Tag fails to call the intended ad. These can be...   Learn More >
  • Backup Gif
    A Backup Gif is the Gif version of an ad that is provided alongside a more complicated version...   Learn More >
  • Behavioural Targeting
    This is a term used to describe targeting based on data that is gathered on a user. This can...   Learn More >
  • Bots
    A bot is a computer program that does something online, but which another computer will see as a...   Learn More >
  • Broken Ad Call
    A broken ad call is when an ad tag fails to retrieve an ad, and so nothing is shown on screen.
  • Browser
    A browser is a piece of software that allows users to view web pages (you are using one right...   Learn More >
  • Buffer
    Buffer is a social media scheduling tool.
  • Button
    Button historically referred to the ad sizes 120x60 or 125x125, however is usually used now to...   Learn More >
  • Cache-Busting
    Cache-busting in online advertising is the process of stopping an ad from being stored on a...   Learn More >
  • Captcha
    A captcha is a way to distinguish human users from bots. As such a large part of internet use is...   Learn More >
  • Chat Bot
    A chatbot is a program that talks to the public on a companies behalf. They can be used to...   Learn More >
  • CMS
    CMS stands for Content Management System. It refers to any program that is used to manage a...   Learn More >
  • Companion Ad
    Companion 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 Apart
    A captcha is a way to distinguish human users from bots. As such a large part of internet use is...   Learn More >
  • Confirmation Page
    A confirmation page is the page a user sees after completing an action that confirms that action...   Learn More >
  • Content Management System
    CMS stands for Content Management System. It refers to any program that is used to manage a...   Learn More >
  • Conversion Pixel
    A conversion pixel is a 3rd party piece of code placed on a website that allows an advertiser or...   Learn More >
  • Cookie
    A cookie is usually a way for a webpage to store a small amount of information on your computer...   Learn More >
  • Crawling
    Crawling refers to the process where an automated program goes through a website and maps it out...   Learn More >
  • Daisy-Chaining
    Daisy-Chaining in online advertising is the process of passing ad calls from one Ad Network to...   Learn More >
  • Dark Traffic
    Dark Traffic means traffic where the referrer is unknown. It includes links from secure sites...   Learn More >
  • Dart For Publishers
    DFP stands for DART for Publishers and was Google's Ad Server. There was a version for large ad...   Learn More >
  • Deduplication
    Deduplication (or de-duping) results is an action that occurs to the reports for CPA campaigns...   Learn More >
  • Default Ad
    A Default Ad is an ad that shows when no other ad is available from an ad server due to...   Learn More >
  • Demand Side Platform
    A DSP (or Demand Side Platform) is a type of RTB Ad Network in which Ad Agencies input how much...   Learn More >
  • Device Targeting
    Device targeting is the process of making ads deliver on a specific type of computer - be it...   Learn More >
  • DFP
    DFP stands for DART for Publishers and was Google's Ad Server. There was a version for large ad...   Learn More >
  • Downweight
    Downweight is a term used when optimising ads. It means reducing the appearance of an ad on...   Learn More >
  • DSP
    A DSP (or Demand Side Platform) is a type of RTB Ad Network in which Ad Agencies input how much...   Learn More >
  • Duck Duck Go
    A search engine with a focus on privacy in that it doesn't personalise results, and doesn't...   Learn More >
  • Email Service Provider
    In marketing, an Email Service Provider (or ESP) is a company that offers email marketing...   Learn More >
  • End User
    The person who actually uses a website, product, or service. It is important to keep a focus on...   Learn More >
  • ESP
    In marketing, an Email Service Provider (or ESP) is a company that offers email marketing...   Learn More >
  • Exclusion Pixel
    An Exclusion Pixel is a way of stopping ads from appearing in a certain place or to a certain...   Learn More >
  • FF
    Firefox is made by Mozilla and is one of the most popular web browsers.
  • Firefox
    Firefox is made by Mozilla and is one of the most popular web browsers.
  • GA
    Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • Geo-Targeting
    In Digital Marketing, Geo-Targeting means aiming content (an ad, webpage etc) at a particular...   Learn More >
  • Google
    Google is the largest and most popular search engine. They also have a wide range of...   Learn More >
  • Google Analytics
    Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • Google Chrome
    Google Chrome is a web browser made by Google. It is the most popular browser and comes bundled...   Learn More >
  • Google Data Studio
    Google Data Studio is a free WYSIWYG report builder that links with Google Analytics and other...   Learn More >
  • Hidden Iframe
    A hidden iframe is an iframe that is made invisible to users by being made incredibly small or...   Learn More >
  • Hit
    Hit historically was used to mean "pageview", however, this is no longer correct. What 'hit'...   Learn More >
  • Hootsuite
    Hootsuite is a (great!) social media scheduling tool.
  • IE
    Made by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
  • Iframe
    iframe is an abbreviation of inline frame and is an innovation by Internet Explorer to display...   Learn More >
  • Impression Cap
    A time-based limit on the number of impressions that can be served, usually added to part of a...   Learn More >
  • Internet Explorer
    Made by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
  • Interstitial
    Interstitial essentially means "between" and are the ads which appear before or between webpages...   Learn More >
  • Inventory Forecasting
    The act of predicting how many ad impressions will be available in the future. Like all...   Learn More >
  • jQuery
    jQuery is a JavaScript library that makes it much easier to use JavaScript in a variety of ways.
  • Keyword Targeting
    Keyword targeting is the process of targeting marketing activities at specific sets of useful...   Learn More >
  • Keywords Everywhere
    A plugin for Google Chrome that provides keyword suggestions for free within search results. You...   Learn More >
  • Microsoft
    A technology company founded by Bill Gates. Microsoft makes a wide variety of the software...   Learn More >
  • Microsoft Edge
    Microsoft Edge is a web browser made by Microsoft that replaced Internet Explorer.
  • MS
    A technology company founded by Bill Gates. Microsoft makes a wide variety of the software...   Learn More >
  • Multi-Size Ad Slot
    An ad slot that can load more than one size of advert within it.
  • Negative Targeting
    The process of targeting an ad away from a user or piece of content. For example, an airline may...   Learn More >
  • Non-Session Data
    Non-Session Data is information that cannot be gleaned from a user by their usage of a site....   Learn More >
  • Pixel
    A pixel is what makes up the images displayed on your computer. They are minute dots of colour,...   Learn More >
  • Platform
    A platform is a generic term that means a computer/server which does something. An Ad Platform...   Learn More >
  • Pop-Blocker
    A pop-blocker is an add-on or plugin for a browser that prevents new windows from being opened...   Learn More >
  • Priority
    Priority in online advertising is a setting in ad servers that is used to decide which ad gets...   Learn More >
  • Publisher Ad Tag
    A publisher ad tag is a piece of code that publishers put directly on their site to call ad...   Learn More >
  • QPS
    Queries Per Second (QPS) is the number of times a request is sent to a server per second. With...   Learn More >
  • QR Code
    A QR code is a set of pixels that can be read by an app, usually used to direct users to a...   Learn More >
  • Queries Per Second
    Queries Per Second (QPS) is the number of times a request is sent to a server per second. With...   Learn More >
  • Query
    A query is any request for information. For example, a search in a search engine is a query, as...   Learn More >
  • Quick Response Code
    A QR code is a set of pixels that can be read by an app, usually used to direct users to a...   Learn More >
  • Real Time Bidding
    RTB stands for Real-Time Bidding. It's a system where publishers set the minimum CPM they...   Learn More >
  • Real Time Bidding Platform
    RTB Platform is short for Real-Time Bidding Platform and is a type of company that uses...   Learn More >
  • Rich Media
    Rich Media just means ads that are more than just simple images, or animated gifs. Occasionally...   Learn More >
  • RM
    Rich Media just means ads that are more than just simple images, or animated gifs. Occasionally...   Learn More >
  • Roadblock Ad
    This is where all ads on a page are sold together to one advertiser. The ads must deliver...   Learn More >
  • RTB
    RTB stands for Real-Time Bidding. It's a system where publishers set the minimum CPM they...   Learn More >
  • RTB Platform
    RTB Platform is short for Real-Time Bidding Platform and is a type of company that uses...   Learn More >
  • Safari
    Safari is a web browser made by Apple. It comes bundled with many Apple devices, however is not...   Learn More >
  • Search Engine
    A search engine is a website that attempts to index all websites and then allows users to search...   Learn More >
  • Serve
    Serve in online advertising means delivering an ad (ie "there were 30 million ads served last...   Learn More >
  • Server
    A server is a central computer that stores and delivers information to other computers.
  • Sitemap
    A sitemap is a list of all the web pages on a site, arranged in a useful manner.
  • Skippable
    Skippable in online advertising refers to ads (usually video ads) that do not have to be watched...   Learn More >
  • Social Media Scheduler
    What is a Social Media Scheduler? A Social Media Scheduler is a tool used to plan social...   Learn More >
  • Spider
    A spider is a type of bot deployed by search engines that crawls websites to index their...   Learn More >
  • Sprout Social
    A popular and powerful social media management tool that allows users to manage their social...   Learn More >
  • SSL Certificate
    An SSL Certificate is a digital key that creates a secure connection between a website and a...   Learn More >
  • SSP
    SSP stands for Supply Side Platform and is a type of RTB Ad Network in which publishers place...   Learn More >
  • Statusbrew
    Statusbrew is a social media scheduling tool. We highly recommend it - read more about why here >   Learn More >
  • Subdomain
    A subdomain is part of a larger domain, usually separated by a dot and at the beginning of a...   Learn More >
  • Supply Side Platform
    SSP stands for Supply Side Platform and is a type of RTB Ad Network in which publishers place...   Learn More >
  • Third-Party Ad Server
    A third-party ad server is a company that hosts ads on behalf of advertisers and manages the...   Learn More >
  • Title Tag
    A title tag is a piece of HTML code that tells other programs what a webpage is called. The code...   Learn More >
  • Troubleshooting
    The process of systematically testing for, finding and fixing problems (such as broken ads,...   Learn More >
  • TweetDeck
    A social media scheduling tool.
  • UI
    UI stands for User Interface and just means the webpage you can login to edit your settings for...   Learn More >
  • Unskippable
    Unskippable in online advertising refers to ads (usually video ads) that have to be watched by a...   Learn More >
  • Urchin Tracking Module
    UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • User Interface
    UI stands for User Interface and just means the webpage you can login to edit your settings for...   Learn More >
  • UTM
    UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • Whitelist
    A Whitelist is a list of things that are not banned or blocked. For example Ad Blockers...   Learn More >
  • WordPress
    WordPress is one of the most popular content management systems for websites. It is reported to...   Learn More >
  • WP
    WordPress is one of the most popular content management systems for websites. It is reported to...   Learn More >
  • XML Sitemap
    An XML Sitemap is a file that lists all of a sites URLs so that Search Engines can properly...   Learn More >
  • Yoast
    Yoast is the most popular SEO plugin for WordPress.
  • Zombie Cookie
    A zombie cookie is a cookie which won't die. Most cookies are automatically deleted by browsers...   Learn More >

 

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