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.

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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

  • 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 CallWhat does Ad Call / Ad Request mean? An Ad Call or Ad Request is when one computer requests an...   Learn More >
  • Ad ExchangeAn Ad Exchange is a type of RTB platform in which websites can both put their ads in to...   Learn More >
  • Ad PlatformAn Ad Platform is a generic term meaning the product a company uses to serve advertising....   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 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 >
  • AdSenseAdSense is an Ad Platform from Google. It is an easy way to place ads on your site and earn...   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 >
  • Age GateAn Age Gate is a page (sometimes within an advert) that stops a user from continuing until they...   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.
  • 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 >
  • 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 >
  • AuctionAn auction in digital marketing refers to the process of how an advertising platform decides...   Learn More >
  • b

  • 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 >
  • Behavioural TargetingThis is a term used to describe targeting based on data that is gathered on a user. This can...   Learn More >
  • BotsA bot is a computer program that does something online, but which another computer will see as a...   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 >
  • BufferBuffer is a social media scheduling tool.
  • ButtonButton historically referred to the ad sizes 120x60 or 125x125, however is usually used now to...   Learn More >
  • c

  • Cache-BustingCache-busting in online advertising is the process of stopping an ad from being stored on a...   Learn More >
  • CaptchaA captcha is a way to distinguish human users from bots. As such a large part of internet use is...   Learn More >
  • Chat BotA chatbot is a program that talks to the public on a companies behalf. They can be used to...   Learn More >
  • CMSCMS stands for Content Management System. It refers to any program that is used to manage a...   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 >
  • Confirmation PageA confirmation page is the page a user sees after completing an action that confirms that action...   Learn More >
  • Content Management SystemCMS stands for Content Management System. It refers to any program that is used to manage a...   Learn More >
  • Conversion PixelA conversion pixel is a 3rd party piece of code placed on a website that allows an advertiser or...   Learn More >
  • CookieA cookie is usually a way for a webpage to store a small amount of information on your computer...   Learn More >
  • CrawlingCrawling refers to the process where an automated program goes through a website and maps it out...   Learn More >
  • d

  • Daisy-ChainingDaisy-Chaining in online advertising is the process of passing ad calls from one Ad Network to...   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 >
  • 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 >
  • Demand Side PlatformA DSP (or Demand Side Platform) is a type of RTB Ad Network in which Ad Agencies input how much...   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 >
  • DownweightDownweight is a term used when optimising ads. It means reducing the appearance of an ad on...   Learn More >
  • DSPA DSP (or Demand Side Platform) is a type of RTB Ad Network in which Ad Agencies input how much...   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

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

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

  • GAGoogle Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • Geo-TargetingIn Digital Marketing, Geo-Targeting means aiming content (an ad, webpage etc) at a particular...   Learn More >
  • GoogleGoogle is the largest and most popular search engine. They also have a wide range of...   Learn More >
  • Google AnalyticsGoogle Analytics is one of the most commonly used providers of web statistics. It's free and...   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 >
  • h

  • 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 >
  • HootsuiteHootsuite is a (great!) social media scheduling tool.
  • i

  • 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 >
  • Impression CapA time-based limit on the number of impressions that can be served, usually added to part of a...   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 >
  • Inventory ForecastingThe act of predicting how many ad impressions will be available in the future. Like all...   Learn More >
  • j

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

  • 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 >
  • m

  • 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.
  • MSA technology company founded by Bill Gates. Microsoft makes a wide variety of the software...   Learn More >
  • Multi-Size Ad SlotAn ad slot that can load more than one size of advert within it.
  • n

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

  • PixelA pixel is what makes up the images displayed on your computer. They are minute dots of colour,...   Learn More >
  • PlatformA platform is a generic term that means a computer/server which does something. An Ad Platform...   Learn More >
  • Pop-BlockerA pop-blocker is an add-on or plugin for a browser that prevents new windows from being opened...   Learn More >
  • PriorityPriority in online advertising is a setting in ad servers that is used to decide which ad gets...   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 >
  • q

  • 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 >
  • 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 >
  • r

  • 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 >
  • Rich MediaRich Media just means ads that are more than just simple images, or animated gifs. Occasionally...   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 >
  • 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 >
  • s

  • SafariSafari is a web browser made by Apple. It comes bundled with many Apple devices, however is not...   Learn More >
  • Search EngineA search engine is a website that attempts to index all websites and then allows users to search...   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.
  • SitemapA sitemap is a list of all the web pages on a site, arranged in a useful manner.
  • SkippableSkippable 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 >
  • SpiderA spider is a type of bot deployed by search engines that crawls websites to index their...   Learn More >
  • Sprout SocialA popular and powerful social media management tool that allows users to manage their social...   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 >
  • StatusbrewStatusbrew is a social media scheduling tool. We highly recommend it - read more about why here >   Learn More >
  • SubdomainA subdomain is part of a larger domain, usually separated by a dot and at the beginning of a...   Learn More >
  • Supply Side PlatformSSP stands for Supply Side Platform and is a type of RTB Ad Network in which publishers place...   Learn More >
  • t

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

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

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

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

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

 

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