In Navegg’s glossary, you can figure out about keywords and acronyms of the digital marketing world. Check out:
Ad Blocking: mechanism installed by Internet users to avoid ads to be exhibited.
Ad Exchange: It is a platform that assists in the process of buying and selling advertising space through auctions in real time (RTB).
Ad Networks: It is a network that buys inventory of vertical sites and provides it for marketing advertising.
Ad Server: System that monitors, manages and delivers campaigns for websites through banners. It also has an intelligence that improves the reach of ads.
Ad Tech/ Advertising Technology: technologies, softwares, and services developed to serve online advertising. Such as Ad Server, DSPs, Ad Exchange, Trading Desk, DMP and others.
Attribution modeling: a sophisticated method used to understand the buying decision process holistically. That is, analyzing the entire buying journey and all the interaction that one had with the brand before purchase, not only the last-click.
Audience segments: user’s characteristics that can be used in campaigns, website customization, and other marketing actions to target a specific audience profile.
Behavioural Targeting: Consumer segmentation according to their online behavior. With behavioral targeting, it is possible to identify the target audience, create targeted campaigns, know where are your leads and how to achieve them.
BI: Business Intelligence– is a technology process oriented to data analysis. With BI, you can change a lot of data into useful information that helps in more strategic decisions.
Big data: process to store big amounts of information with speed. It evolves analysis, capture and information curation.
Black-list: list of websites in those an agency or an advertiser decides that your ads will NOT appear. Such as websites with violent, pornographic and/or terrorist content.
Buyer persona: characters created based on real client’s information. Those characters are used for marketing strategies.
CMS: Content Management System.Tools for creating web pages and content management.
Conversion: acción defined by a company to represent the generation of results.
CPA: Cost per action. The advertiser pays only when there is conversion.
CPC: Cost per click. It is the amount paid per click campaign
CPM: Cost per thousand impressions. Price paid per thousand impressions – that is, every thousand times the banner is printed.
Dynamic creative: an ad whose content and/or format changes in real time according to the space in which it will be inserted, the profile of visitor that will see it and other factors.
Cross-Device: technology that allows one to cross the Internet user’s browser behavior in different devices.
CRM: Relationship management with the Consumer. It’s a system for interaction with current and future customers.
CTR: Click-through rate. It’s a way to measure the success of an online advertising campaign. Divide the number of clicks for the number of prints and discovers the conversion rate.
Data-driven Marketing: marketing oriented by audience data. That is, decisions, strategies, and actions are taken based on client information.
Data Provider: Data providers transform the internet into a data structure, which after processing, indicates insights for decision making.
Demand Generation: É o foco de programas de marketing selecionados para conquistar consciência e interesse nos produtos/ serviços da companhia. Mais utilizado em negócios B2B, B2G ou negócios ao consumidor final com longos ciclos de vendas.
Digital marketing: marketing efforts used to target the customer in the digital environment. E.g. SEO, social media, e-mail marketing, display ads and others.
DMP: Data Management Platform.Technology that collects, organizes and activates the data provided through first or third party. With the DMP, you can analyze the information in one place. Advertisers use this technology to make targeted campaigns. Already Publishers can qualify your inventory with the information provided by DMP.
DSP: Demand Side Platform. It is a platform that supports the agencies, advertisers and trading desks at the time of purchase the publishers’ inventory or Ad Exchanges.
First Party Data: They are data based on behavior, action and consumer interests from your own site. Is information collected from your own audience.
Fraud in online advertising: occurs when an ad is not shown to a human, but rather to a robot.
Conversion funnel: a tool that analyses which step of a visit on a website and in which one the user left the page. This analysis is essential to reduce evasion in the conversion process and to make this process simple for the consumer.
Inbound Marketing: Promoting your company through content marketing.
Inventory: a set of advertising spaces that a publisher has to sell.
Premium inventory: is that one that is more valued by agencies and advertisers because it is related to a higher purchasing power audience (e.g. economy section) or by niches important for advertising (e.g. fashion section) and therefore has low dispersion.
ROS inventory: is that one that is less valued because it is not related to a specific audience.
Costumer journey: a study of the steps that a customer travels until the buying moment.
Lookalike: It is a process performed in targeting campaigns to reach consumers with consumption patterns similar to those of current customers.
Media kit: commercial presentation of a blog or a publisher. It is used to present the website, its characteristics and who access it in order to convince the advertisers that it is a good place the announce.
Native Ad: an ad whose format and layout resembles the website where it is inserted.
Outbound Marketing: It is the traditional form of marketing; it is estimated that 90% is aimed for making it. They are ads that try to directly reach the consumer.
Programatic: It is the purchase and sale of automated media through platforms such as DSPs. Generally, this process is accomplished through technology RTB (real bidding time).
Retargeting: It is a form of online advertising that helps to find customers who have already been interest in a product of your company. With a cookie, you can analyze the internet user navigation and find him again on other sites.
ROI: Return on Investment. It’s the cost-benefit calculation related to investments..The formula is: Gain from Investment – Cost of Investment/ Cost of Investment. However, don’t forget the indirect costs and risks.
RTB: Real Time Bidding. Media buying process in real time. In the RTB, the sale of targeted media costs more, since the ads are targeted to the targeted audience of the campaign.
Second Party Data: Are first party information shared. They are partner companies that provide their own data.
SSP: Supply Side Platform. It is a system that helps publishers to sell their inventory. The SSP monetize unsold inventory, and enrich the audience with the data provided by DMP technology.
Third Party Data: This is data generated by other platforms. They can be inferred or observed data. There are companies that are data providers.
To monetize: perform actions that will make one earn money from a website, blog or application.
Trading Desks: ATD. Acts as solutions manager, intermedia and makes the process of buying and optimization campaigns on RTB process.
Viewability metrics: are those metrics that measure not only how many ads were displayed but seen by users.
Whitelist: list of websites in those an agency or an advertiser decides that your ads MUST appear because its content matches the ad’s theme or the profile of the target audience.