Glossary Advertising Clear definitions of digital advertising terminology — paid search, display, programmatic, CPM, CTR, retargeting, and more. Useful for marketers, media buyers, and clients reviewing campaign reports. » Advertising Clear definitions of digital advertising terminology — paid search, display, programmatic, CPM, CTR, retargeting, and more. Useful for marketers, media buyers, and clients reviewing campaign reports. All A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Filter All A B C D E F G H I J K L M N O P Q R S T U V W X Y Z A Ad Rank / Advertising Algorithm is a set of rules or instructions that a computer follows to perform a task or solve a problem. In digital contexts, algorithms power search engines, social media feeds, and advertising platforms to process data and deliver relevant results. Ad servers / Advertising Ad server is a system that stores and delivers digital advertisements to websites or apps. It manages ad campaigns, tracks performance metrics, and optimizes ad delivery for maximum effectiveness. Ad Group / Advertising Ad group is a component of a pay-per-click (PPC) advertising campaign. It contains one or more ads sharing keywords and targeting criteria. Ad groups help organize campaigns by theme, allowing tailored messaging and effective budget management. Ad Platform / Advertising Affiliate marketing is a performance-based marketing strategy where businesses reward affiliates for driving traffic or sales. Affiliates promote products or services through their channels, earning a commission for each successful conversion. Ad Extensions / Advertising Ad Network is a platform connecting advertisers with websites or apps that want to host ads. It facilitates the buying and selling of digital advertising space, managing ad delivery and performance tracking. Ad Auction / Advertising Ad auction is the automated process that determines the cost and placement of digital ads on ad networks. It happens in real-time each time an ad space becomes available, based on bids and ad quality. B Behavioural Targeting / Advertising Behavioral targeting uses online user data to deliver relevant ads and content. It segments audiences based on past behaviors to improve engagement and conversion rates. Banner Ad / Advertising A banner ad is a digital display advertisement using graphics or animations to promote on websites and apps. These ads aim to capture attention and encourage clicks to a landing page. C Cost Per Mille / Advertising Cost Per Thousand (CPM) measures the cost of one thousand ad impressions. It's used in brand awareness campaigns to maximize visibility. Cost Per Click / Advertising Cost Per Click measures how much an advertiser pays for each click on their ad. It helps evaluate ad effectiveness and optimize campaigns based on performance. Cost Per Acquisition / Advertising Cost Per Acquisition (CPA) measures how much an advertiser pays for each completed conversion or desired action. It's calculated by dividing total campaign cost by the number of acquisitions to understand spending efficiency. Campaign / Advertising A campaign in digital advertising is a collection of ad groups organized around a shared objective. It includes settings like budget, targeting, and bidding strategy to align with specific marketing goals. Call Ads / Advertising Call ads encourage users to directly call a business from the ad itself. They are effective for service-based businesses that rely on direct customer interaction. D Double Click / Advertising DoubleClick was a Google subsidiary providing ad serving and management services. It was integrated into Google's Marketing Platform and Ad Manager in 2018. Display Network / Advertising Display network refers to a collection of websites and apps where advertisers place visual ads. These networks allow businesses to display ads across third-party sites, offering targeting options. Display Ads / Advertising Display ads are visual ads on websites, apps, and social media. They use images or video to drive brand awareness or conversions, often targeted through ad networks. Digital Advertising Audit / Advertising A digital advertising audit reviews online advertising to assess performance and identify improvements. It evaluates campaigns, targeting, and budgets across platforms to uncover opportunities. Digital Advertising / Advertising Digital advertising promotes products or brands through online channels like social media and email. It targets specific audiences using formats such as display, search, and video ads. F Facebook Business Manager / Advertising Facebook Business Manager centralizes Facebook and Instagram marketing activities for businesses. It manages ad accounts, Pages, and permissions across teams without sharing personal login details. G Google Merchant / Advertising Google Merchant Center allows businesses to upload and manage product data for Google Shopping. It helps products appear in listings and ads, increasing online visibility and reach. Google My Business / Advertising Google Business Profile lets businesses manage their presence on Google Search and Maps. It helps list information, engage customers, and track local search performance. Google AdWords / Advertising Google Ads is an online advertising platform that allows businesses to create and display ads. Advertisers bid on keywords for ads to appear on Google Search and other networks. I Impression Share / Advertising Impression share measures your ad's visibility by comparing its impressions to the total eligible. A low share may indicate targeting or budget issues, suggesting areas for improvement. L Local Service Ads / Advertising Local Service Ads by Google connect service businesses with nearby customers. They operate on a pay-per-lead model, charging businesses only when contacted through the ad. Lookalike Audience / Advertising Lookalike audiences find new people similar to existing customers by analyzing source data. This targeting feature helps expand reach and improve campaign performance in digital advertising. N Native Advertising / Advertising Native advertising blends with the platform's content, unlike traditional ads. Designed to be less intrusive, it often achieves higher engagement and better brand perception. P Phone-Through Rate / Advertising Phone-through rate (PTR) measures the percentage of users who call a business after seeing a mobile ad. It evaluates how effectively ads drive phone inquiries, especially for local services. Paid Ad / Advertising Paid ads are online advertisements businesses pay for to promote their products or services. They appear on platforms like search engines and social media, using models such as PPC and CPM. Paid media / Advertising Paid media involves paying for digital channels like search and social ads to reach target audiences. It offers scalable reach, precise targeting, and measurable results for promoting brands and content. Q Quality Score / Advertising Quality Score rates ad relevance and quality on a 1-10 scale, influencing ad placement and cost. It considers keywords, ad copy, and landing pages for a better user experience. R Remarketing / Advertising Remarketing targets past website visitors with tailored ads, encouraging them to complete actions. It keeps brands visible and drives conversions by reminding users of their interest. Reach / Advertising Reach is a display advertising metric measuring unique users seeing an ad at least once. It shows audience exposure breadth, commonly used in video, display, and social media. S Similar to Audiences / Advertising Similar to audiences is a digital advertising option to reach new users with shared characteristics. It analyzes existing audience patterns to find people with similar online behavior. Shopping Ads / Advertising Shopping ads showcase products with details like images and prices in search results and networks. They are triggered by product queries and managed through data feeds for platforms like Google. Second Price Auction / Advertising A second price auction means the highest bidder wins but pays the second-highest bid plus a small increment. This encourages true bidding values and reduces inflation on ad costs. T TruView / Advertising TrueView is a video ad format where users can choose to watch or skip. Advertisers pay only if viewers watch for 30 seconds, the whole ad if shorter, or interact.