Glossary

In Navegg’s glossary you can figure out about key words and acronyms of the digital marketing world. Check out:

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.

Behavioural Targeting: Consumer segmentation according to their online behavior. With behavioural 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.

CMS: Content Management System.Tools for creating web pages and content management.

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.

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 Provider: Data providers transform the internet into a data structure, which after processing, indicates insights for decision making.

DBM: DataBase Marketing. It is the marketing with database; which uses the information 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.

DFP: DoubleClick for Publishers. It is Google’s Adserver platform.

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.

Inbound Marketing: Promoting your company through content marketing.

Lookalike: It is a process performed in targeting campaigns to reach consumers with consumption patterns similar to those of current customers.

Mídia Programática: 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).

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.

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.

Trading Desks: ATD. Acts as solutions manager, intermedia and makes the process of buying and optimization campaigns on RTB process.