Martech Glossary


Do you know the difference between DfP and RTB? What about an Ad Blocker and an Ad Platform? Find out by using the below feature to search through our Martech Glossary.

The glossary is being updated all the time. If you think there is anything missing, please get in touch to let us know at justin@theonlineadvertisingguide.com

Please note: The below contains terms related to martech, acronyms of martech terms, abbreviations of martech terms, and synonyms of martech terms!

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  • a

  • An ad blocker is a piece of software that stops adverts from being shown on websites in a users...   Learn More >
  • Ad blocking is the process of blocking ads from appearing in a users browser, usually using an...   Learn More >
  • What does Ad Call / Ad Request mean? An Ad Call or Ad Request occurs when one computer requests...   Learn More >
  • An Ad Exchange is a type of RTB platform in which websites can both put their ads in to...   Learn More >
  • An Ad Platform is a generic term meaning the product a company uses to serve advertising....   Learn More >
  • AdSense is an Ad Platform from Google. It is an easy way to place ads on your site and earn...   Learn More >
  • The server which ads get sent to sites from. These are used by Ad Networks as well as Ad...   Learn More >
  • Ad Specs are the requirements a website/network places on advertisers to allow their ad to run....   Learn More >
  • An Ad Tag is the piece of code an advertiser gives to a website instead of the actual ads they...   Learn More >
  • Adware is a type of software that delivers ads onto a computer regardless of an internet...   Learn More >
  • AdWords is an Ad Platform from Google. It is a place where advertisers can run ad campaigns...   Learn More >
  • An Age Gate is a page (sometimes within an advert) that stops a user from continuing until they...   Learn More >
  • The measurable statistics of a website or an ad campaign (such as impressions). Typically...   Learn More >
  • A provider of website analytics such as Google Analytics.
  • An API is a way to connect two programs together. In digital marketing, APIs are often used to...   Learn More >
  • App is an abbreviation of Application and is generally used to refer to applications on mobile...   Learn More >
  • App is an abbreviation of Application and is generally used to refer to applications on mobile...   Learn More >
  • An API is a way to connect two programs together. In digital marketing, APIs are often used to...   Learn More >
  • An auction in digital marketing refers to the process of how an advertising platform decides...   Learn More >
  • b

  • A Backup Ad is an ad that serves when an Ad Tag fails to call the intended ad. These can be...   Learn More >
  • A Backup Gif is the Gif version of an ad that is provided alongside a more complicated version...   Learn More >
  • This is a term used to describe targeting based on data that is gathered on a user. This can...   Learn More >
  • A bot is a computer program that does something online, but which another computer will see as a...   Learn More >
  • A broken ad call is when an ad tag fails to retrieve an ad, and so nothing is shown on screen.
  • A browser is a piece of software that allows users to view web pages (you are using one right...   Learn More >
  • Buffer is a social media scheduling tool.
  • Button historically referred to the ad sizes 120x60 or 125x125, however is usually used now to...   Learn More >
  • c

  • Cache-busting in online advertising is the process of stopping an ad from being stored on a...   Learn More >
  • A captcha is a way to distinguish human users from bots. As such a large part of internet use is...   Learn More >
  • A chatbot is a program that talks to the public on a companies behalf. They can be used to...   Learn More >
  • CMS stands for Content Management System. It refers to any program that is used to manage a...   Learn More >
  • Companion Ads are two or more ads that are delivered together. Due to the way these work,...   Learn More >
  • A captcha is a way to distinguish human users from bots. As such a large part of internet use is...   Learn More >
  • A confirmation page is the page a user sees after completing an action that confirms that action...   Learn More >
  • CMS stands for Content Management System. It refers to any program that is used to manage a...   Learn More >
  • A conversion pixel is a 3rd party piece of code placed on a website that allows an advertiser or...   Learn More >
  • A cookie is usually a way for a webpage to store a small amount of information on your computer...   Learn More >
  • Crawling refers to the process where an automated program goes through a website and maps it out...   Learn More >
  • d

  • Daisy-Chaining in online advertising is the process of passing ad calls from one Ad Network to...   Learn More >
  • Dark Traffic means traffic where the referrer is unknown. It includes links from secure sites...   Learn More >
  • DFP stands for DART for Publishers and was Google's Ad Server. There was a version for large ad...   Learn More >
  • Deduplication (or de-duping) results is an action that occurs to the reports for CPA campaigns...   Learn More >
  • A Default Ad is an ad that shows when no other ad is available from an ad server due to...   Learn More >
  • A DSP (or Demand Side Platform) is a type of RTB Ad Network in which Ad Agencies input how much...   Learn More >
  • Device targeting is the process of making ads deliver on a specific type of computer - be it...   Learn More >
  • DFP stands for DART for Publishers and was Google's Ad Server. There was a version for large ad...   Learn More >
  • Downweight is a term used when optimising ads. It means reducing the appearance of an ad on...   Learn More >
  • A DSP (or Demand Side Platform) is a type of RTB Ad Network in which Ad Agencies input how much...   Learn More >
  • A search engine with a focus on privacy in that it doesn't personalise results, and doesn't...   Learn More >
  • e

  • In marketing, an Email Service Provider (or ESP) is a company that offers email marketing...   Learn More >
  • The person who actually uses a website, product, or service. It is important to keep a focus on...   Learn More >
  • In marketing, an Email Service Provider (or ESP) is a company that offers email marketing...   Learn More >
  • An Exclusion Pixel is a way of stopping ads from appearing in a certain place or to a certain...   Learn More >
  • f

  • Firefox is made by Mozilla and is one of the most popular web browsers.
  • Firefox is made by Mozilla and is one of the most popular web browsers.
  • g

  • Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • In Digital Marketing, Geo-Targeting means aiming content (an ad, webpage etc) at a particular...   Learn More >
  • Google is the largest and most popular search engine. They also have a wide range of...   Learn More >
  • Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • Google Chrome is a web browser made by Google. It is the most popular browser and comes bundled...   Learn More >
  • Google Data Studio is a free WYSIWYG report builder that links with Google Analytics and other...   Learn More >
  • h

  • A hidden iframe is an iframe that is made invisible to users by being made incredibly small or...   Learn More >
  • Hit historically was used to mean "pageview", however, this is no longer correct. What 'hit'...   Learn More >
  • Hootsuite is a (great!) social media scheduling tool.
  • i

  • Made by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
  • iframe is an abbreviation of inline frame and is an innovation by Internet Explorer to display...   Learn More >
  • A time-based limit on the number of impressions that can be served, usually added to part of a...   Learn More >
  • Made by Microsoft, Internet Explorer is one of the oldest browsers available. It has now been...   Learn More >
  • Interstitial essentially means "between" and are the ads which appear before or between webpages...   Learn More >
  • The act of predicting how many ad impressions will be available in the future. Like all...   Learn More >
  • j

  • jQuery is a JavaScript library that makes it much easier to use JavaScript in a variety of ways.
  • k

  • A plugin for Google Chrome that provides keyword suggestions for free within search results. You...   Learn More >
  • Keyword targeting is the process of targeting marketing activities at specific sets of useful...   Learn More >
  • m

  • A technology company founded by Bill Gates. Microsoft makes a wide variety of the software...   Learn More >
  • Microsoft Edge is a web browser made by Microsoft that replaced Internet Explorer.
  • A technology company founded by Bill Gates. Microsoft makes a wide variety of the software...   Learn More >
  • An ad slot that can load more than one size of advert within it.
  • n

  • The process of targeting an ad away from a user or piece of content. For example, an airline may...   Learn More >
  • Non-Session Data is information that cannot be gleaned from a user by their usage of a site....   Learn More >
  • p

  • A pixel is what makes up the images displayed on your computer. They are minute dots of colour,...   Learn More >
  • A platform is a generic term that means a computer/server which does something. An Ad Platform...   Learn More >
  • A pop-blocker is an add-on or plugin for a browser that prevents new windows from being opened...   Learn More >
  • Priority in online advertising is a setting in ad servers that is used to decide which ad gets...   Learn More >
  • A publisher ad tag is a piece of code that publishers put directly on their site to call ad...   Learn More >
  • q

  • Queries Per Second (QPS) is the number of times a request is sent to a server per second. With...   Learn More >
  • 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 (QPS) is the number of times a request is sent to a server per second. With...   Learn More >
  • A query is any request for information. For example, a search in a search engine is a query, as...   Learn More >
  • A QR code is a set of pixels that can be read by an app, usually used to direct users to a...   Learn More >
  • r

  • RTB stands for Real-Time Bidding. It's a system where publishers set the minimum CPM they...   Learn More >
  • RTB Platform is short for Real-Time Bidding Platform and is a type of company that uses...   Learn More >
  • Rich Media just means ads that are more than just simple images, or animated gifs. Occasionally...   Learn More >
  • Rich Media just means ads that are more than just simple images, or animated gifs. Occasionally...   Learn More >
  • This is where all ads on a page are sold together to one advertiser. The ads must deliver...   Learn More >
  • RTB stands for Real-Time Bidding. It's a system where publishers set the minimum CPM they...   Learn More >
  • RTB Platform is short for Real-Time Bidding Platform and is a type of company that uses...   Learn More >
  • s

  • Safari is a web browser made by Apple. It comes bundled with many Apple devices, however is not...   Learn More >
  • A search engine is a website that attempts to index all websites and then allows users to search...   Learn More >
  • Serve in online advertising means delivering an ad (ie "there were 30 million ads served last...   Learn More >
  • A server is a central computer that stores and delivers information to other computers.
  • A sitemap is a list of all the web pages on a site, arranged in a useful manner.
  • Skippable in online advertising refers to ads (usually video ads) that do not have to be watched...   Learn More >
  • What is a Social Media Scheduler? A Social Media Scheduler is a tool used to plan social...   Learn More >
  • A spider is a type of bot deployed by search engines that crawls websites to index their...   Learn More >
  • A popular and powerful social media management tool that allows users to manage their social...   Learn More >
  • An SSL Certificate is a digital key that creates a secure connection between a website and a...   Learn More >
  • SSP stands for Supply Side Platform and is a type of RTB Ad Network in which publishers place...   Learn More >
  • Statusbrew is a social media scheduling tool. We highly recommend it - read more about why here >   Learn More >
  • A subdomain is part of a larger domain, usually separated by a dot and at the beginning of a...   Learn More >
  • SSP stands for Supply Side Platform and is a type of RTB Ad Network in which publishers place...   Learn More >
  • t

  • A third-party ad server is a company that hosts ads on behalf of advertisers and manages the...   Learn More >
  • The process of systematically testing for, finding and fixing problems (such as broken ads,...   Learn More >
  • A social media scheduling tool.
  • u

  • UI stands for User Interface and just means the webpage you can login to edit your settings for...   Learn More >
  • Unskippable in online advertising refers to ads (usually video ads) that have to be watched by a...   Learn More >
  • UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • UI stands for User Interface and just means the webpage you can login to edit your settings for...   Learn More >
  • UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • w

  • A Whitelist is a list of things that are not banned or blocked. For example Ad Blockers...   Learn More >
  • WordPress is one of the most popular content management systems for websites. It is reported to...   Learn More >
  • WordPress is one of the most popular content management systems for websites. It is reported to...   Learn More >
  • x

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

  • Yoast is the most popular SEO plugin for WordPress.
  • z

  • A zombie cookie is a cookie which won't die. Most cookies are automatically deleted by browsers...   Learn More >

 

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