Glossary of

Digital Marketing
Terms
 A
Term Category Defintion
A/B Testing Digital Media A testing technique that enables you to
test one thing against another. i.e. (A)
versus (B). You could test creative,
images, copy, CTA's, targeting, ad units
etc. If (A) works better, it will become the
'Champion' you will then drop (B) and put
another 'Challenger' against it.

Ad Blocker Digital Media Software on a user's browser which

prevents advertisements from being
displayed.

Ad Network Digital Media An aggregator or broker of advertising

inventory for many sites. Think of them
like a sales representative for hundreds
of websites within a network. For
example, the Google Display Network
(GDN).

Ad Serving Digital Media This technology is used by advertisers to

serve ads onto a publisher’s website. It is
critical to measurement of campaigns and
more advanced options offer the ability to
serve dynamic content (see DCO).

Ad Units Digital Media Types of ad formats or templates, each

with different specifications e.g. MREC,
Leader board, Skyscraper, Carousel,
Video etc.
 A
Term Category Defintion
AdWords Search Googles paid search engine marketing
platform. This is the technology that
powers Google’s PPC advertising. It
facilitates targeting adverts to specific
searches, and the adverts appear above
and to the right of the organic searches.

AI Digital Media Artificial Intelligence is intelligence

demonstrated by machines. In digital
marketing machine learning is being
applied to social media listening, ad
campaign optimisation and
conversational commerce through
chatbots.

Anchor Text Search The anchor text is the text that the user
clicks on for a link. It is also what a web
crawler uses to decide what the linked
page is about. Therefore, a link using
exact keywords in the anchor text is the
ideal. Or at least it used to be, unless
there are too many links with the same
anchor text, as Google will penalise this
as inorganic. Instead it is more effective
to include some keywords in the anchor,
separated by a few words, which will
create a Partial Match. It is becoming
better to use PMAT rather than Exact
Match (EMAT).
 A-B
Term Category Defintion
API Web Dev Application Programming Interface, an
interface that allows software
applications to plugin and interact with
other applications. For example,
Salesforce API to input / output lead data.

ASO Search App Store Optimisation is SEO for app

stores, not websites. The process of using
keywords and optimised assets to
improve the overall visibility of your app
within an app store (e.g. Apple of Google
Play).

Back Link Search SEO tactics include encouraging a link to

a specific website. It increases the
websites standing when evaluated by a
web crawler such as PageRank, in
essence telling it that the website must
be popular.

Behavioural Digital Media A technique used by online publishers

Targeting and advertisers to increase the
effectiveness of their campaigns.
Behavioural targeting uses information
collected on an individual's web browsing
behaviour such as the pages they have
visited or the searches they have made to
select which advertisements to be
displayed to that individual.
 B
Term Category Defintion
Bitly Digital A free URL shortening application which
Marketing can be used to create CTA's. They also
provide analytics on your links.
Particularly important in Twitter with
character limits and Instagram profiles as
you can't create clickable links in all type
of content (e.g. stories).
Black/White Search 'White hat' activities are any technique to
Hat SEO increase a website rank that follows
search engines rules. More generally,
this means ethically promoting a website
without resorting to spam and other such
‘black hat’ activities.
Bounce Rate Measurement The number of users who visit a website
but leave within a defined period of time
(e.g. 10 seconds). It can also be used to
describe an Email Bounce Rate (see
Email Bounce).
Brand Safe Digital Media In the past an advertiser would buy a
specific placement in a specific
publication. However, in programmatic
media the advertiser does not know the
exact website or placement of their ad.
There have been examples of banks
advertising credit cards on porn sites and
brands being shown in front of ISIS videos
on YouTube. This has driven the rise of
premium programmatic offerings where
the websites in the network are checked to
be brand safe.
 B-C
Term Category Defintion
Brand Terms Search A branded keyword or search terms /
phrases that include the brand name of a
company, a variation of that brand name
or specific trademarked terms.

Carousel Social Facebook offers an ad unit where a user

can scroll through multiple images and
videos in one ad unit enabling the
advertiser to tell a story.

Chatbot Social A computer program designed to

stimulate conversation with human users.
Most common in messenger apps, but
also found on websites. They can be
programmed as a guided conversation or
advanced bots will use AI to understand
the user’s needs.

Click Bait Search Content whose main purpose is to attract

attention and encourage visitors to click
on a link to a particular web page. Usually
sensationalistic in nature and often not
leading to useful or interesting content.
Its purpose is to drive website visits and
advertising revenue rather than provide a
relevant customer experience.
 C
Term Category Defintion
Cloaking Search Search engine web crawlers don't look at
the pictures and text on a website the way
we do. They look at the code, the tags etc.
Cloaking is the practice of trying to trick
the web crawlers by including hidden text
or links that the user doesn't see but the
crawler does. This should not be done. It
is a 'black hat' technique and will be
penalised by search engines.

CMS Web Dev Content Management System provides a

user-friendly interface so that website
content can easily be updated without the
need for a developer, with a range of
templates available. e.g. WordPress is
the most popular CMS in the world.

Cookie Measurement A small piece of information (i.e. text-only

string of program code) that's stored on a
browser for the purpose of identifying
that browser during audience activity and
between visits or sessions. They help
your browser (Chrome, Explorer)
remember your user preferences, the
contents of your shopping cart, or
browsing history.
 C
Term Category Defintion
CPA Measurement Cost per Action / Acquisition. Cost of
advertising based on a visitor taking some
specifically defined action in response to
an ad. 'Actions' need to be defined but
usually include such things as an
appointment, a sale transaction, a
customer acquisition etc.

CPC Measurement Cost per Click. Cost of advertising based

on the number of clicks received.

CPE Measurement Cost per Engagement is a social media

measurement that calculates
engagement volume divided by
advertising spend. It is critical for
measuring the cost-effectiveness of a
campaign.

CPL Measurement Cost per Lead. Cost of advertising based

on the number of database records
(leads) received.

CPM Measurement Cost Per Thousand. Media term

describing the cost of 1,000 impressions.
For example, a website that charges
$1,500 per ad and reports 100,000 visits
has a CPM of $15 ($1,500 divided by 100).
 C
Term Category Defintion
CRM CRM Customer Relationship Management.
Often used to refer to an email program
but can encompass other customer
communication channels such as text
message, in-app notifications, chat
messaging, phone calls, direct mail.
CRO Digital Media Conversion Rate Optimisation. A
conversion rate is how many people go
from just browsing on a website to
providing their data and becoming a lead,
or ultimately buying. Optimising aims to
make adjustments (often through testing)
to the ads, the landing page and the UX to
ensure the highest conversion rate.
CSS Web Dev Cascading Style Sheet. CSS is a language
of style rules that apply styling to HTML
content. The CSS sets the background
colours, fonts, and layout of content in
columns. It is the style guide that the
website conforms to, providing a
consistent look throughout all pages.
CSV Data Comma Separated Values - a CSV file is
often used to download and transfer
customer / lead data. It is a simple file
format used to store tabular data, such as
a spreadsheet or database. By using a
comma to separate each column / field in
a data file, it can be easily exported and
imported between different programs
such as Excel, Salesforce or Facebook.
 C-D
Term Category Defintion
CTA Digital Call to action. The button or prompt that
Marketing asks a user / customer to act. e.g. Call
Now, Register Today etc.
CTR Measurement Click Through Rate. The ratio of users
who click on a specific link, to the number
of total users who viewed the page, email
or advertisement that contained the link.

Custom Social Facebook and Twitter offer the ability to

Audiences create a Custom Audience by uploading
your customer data (email addresses)
into the platform. They can match your
email address to your social media profile
and can identify you as a ‘targetable’
audience for specific messages, or to
create look-a-like audiences.

CX Digital Customer Experience - meaning the

Marketing perception that your customers have of
each interaction with your company /
brand. This includes but is broader than
UX.
Dark Pattern Web Dev Deliberate tricks used in websites and
UX apps that make you buy or sign up for
things that you didn't mean to. e.g. when
you try to close a pop-up, but it takes you
somewhere else.
 D
Term Category Defintion
DCO Digital Media Dynamic Content (Creative) Optimisation
engine is display advertising technology
that creates personalised ads based on
data about the view at the moment of ad
serving. e.g. if you have just visited a
website, the content in the ad might
change, if you are in a certain segment
the content will change, if the weather
hits a certain temperature the ad content
will dynamically change.

Display Ads Digital Media A form of online advertising where an

advertiser’s message is shown on a
destination web page, the ad units are
generally a Leader board, Skyscraper,
MREC.
DMP Digital Media Data Management Platform is a system
that advertisers use to connect data that
they find out about consumers and the
marketplace. First party data is uploaded
from their customer database / CRM
system and it is anonymised then
combined with ad tracking / online
behavioural data. This is connected to a
DSP (see DSP).
 D
Term Category Defintion
Domain Name Web Dev The unique name that identifies an
Internet site. Every domain name consists
of one top or high-level and one or more
lower-level designators. Top-level
domains (TLDs) are either generic or
geographic. Generic top-level domains
include .com (commercial), .net
(network), .edu (educational), .org
(organizational, public or
non commercial), .gov (governmental),
.mil (military); .biz (business), .info
(informational),.name (personal), .pro
(professional), .aero (air transport and
civil aviation), .coop (business
cooperatives such as credit unions) and
.museum. Geographic domains designate
countries of origin, such as .us (United
States), .fr (France), .uk (United
Kingdom), etc.

DSP Digital Media Demand Side Platform is one of the three

key technologies used in the buying &
selling programmatic advertising
ecosystem. It allows the advertiser
and/or their agency to bid for advertising
in an automated fashion. This is where
the advertiser can manage their
campaigns, set up automated bids etc.
They plug into the Ad Exchange and SSP.
 E
Term Category Defintion
EDM CRM Short for Email. This comes from the idea
that an email is an Electronic Direct Mail.

Email Bounce CRM An email that cannot be delivered to the

mailbox provider and is sent back to the
email Service Provider that sent it. A
bounce is classified as either hard or soft.
Hard bounces are the failed delivery of
email due to a permanent reason, such as
a non-existent address. Soft bounces are
the failed delivery of email due to a
temporary issue, such as a full inbox or
an unavailable ISP server.

EMAT Search Exact Match Anchor Text vs Partial Match

- see Anchor Text.

Engagement Measurement Social media measurement technique

Rate whereby engagement volume (see
engagement metrics) divided by the
number of users or events that could
have triggered the engagement action.
(e.g. engagement rate per follower,
number of shares per impression).
Engagement Measurement Social media measurement of
Volume conversation, amplification and
consumption. Such as likes, follows,
shares, comments. These raw counts are
totalled and that makes the total
engagement volume.
 E-F
Term Category Defintion
Expandable Digital Media Expandable banners. A banner ad which
can expand after a user clicks on it or
after a user moves his / her cursor over
the banner.

Eyeballs Digital Media Slang term for audience. The number of

people who view a certain website or
advertisement. YouTube often refer to
their viewers as ‘active eyeballs’ as they
are choosing to not skip an ad and watch
it. Versus TV which has ‘passive eyeballs.

Facebook Digital Media Brainchild of Mark Zuckerberg and

portrayed in the film The Social Network.
It is the social network of choice for
Australians and is constantly evolving
with new functionality to mimic its Asian
counterparts.

Facebook Social A tool that can be used to find insights

Insights about a particular audience.

Facebook Social Code that can be placed on your website

Pixel to help track conversions from Facebook
ads, optimise ads based on collected data,
build target audiences for future ads and
remarket to qualified leads.
 F
Term Category Defintion
FAN Digital Facebook Audience Network. This allows
Marketing advertisers to extend their ad campaigns
'off Facebook', using the same targeting
data they use on it. The network heavily
focuses on mobile app and mobile
website publishers.

First Party Digital This is data owned by an advertiser. It

Data Marketing includes site analytics, email / lead
database, CRM data, customer sales. This
can be uploaded into a DMP or directly
into Facebook to create a Custom
Audience.

Floating ads Digital Media An ad or ads that appear within the main
browser window on top of the web page's
normal content, thereby appearing to
'float' over the top of the page.

Fold Web Dev The line below which a user has to scroll
to see content not immediately visible
when a web page loads in a browser. Ads
or content displayed above the fold' are
visible without any end-user interaction.
Screen size and resolution determine
where on a web page the fold lies -
particularly with mobile content.
 F-G
Term Category Defintion
Frequency Digital Media The number of times an ad is delivered to
the same browser in a single session or
time period. A site can use cookies in
order to manage ad frequency. Reach &
Frequency is a traditional media buying
methodology often used to generate
broad awareness.
Freshness Search As with a campaign that is in market for a
long time, SEO links tends to decrease in
their power over time. A backlink may do
better for your website today than it will
in a year if it remains unchanged, to stop
results pages being clogged up with
outdated material. Therefore, it is a
necessary to always get new, fresh, links.

GA Web Dev Google Analytics - A free, online tool that

allows users to track many different
statistics concerning their own (or their
clients) website. This tool is vital for SEO.
For instance, a webmaster will be able to
track from which search engines, so
users arrive on the site, and what search
terms they used. They will also be able to
set goals that show how effectively users
are navigating the website to reach your
desired goal.
 G
Term Category Defintion
GDN Digital Media Google Display Network is a network of
websites which run Google display ads.
The GDN provides the ability for an
advertiser to target websites based on
their ad words targeting.

Geo Fence Digital Media Establishing an area that when the user is
identified as be in that location an ad will
show e.g. Near a particular retail
environment.

Geo Targeting Digital Media The practice of using a geographical

reference (where you are) for audience
targeting, to trigger an action, prevent the
display of an ad or to narrow content
results e.g. If you want to find a cafe it is
useless to you if it is 5,000 km away! This
geographical reference is usually based
on automated or assumed knowledge of
an end user’s location.
Google Trends Search A tool that shows search density by
keyword. It can show the keyword
popularity in comparison to others, as
well as popularity over a given amount of
time.
 G-H
Term Category Defintion

GTM Web Dev Google Tag Manager is a script / tag

management system that allows you to
install tags, scripts and other helpful
pieces of code onto your website. The
benefit is that you don't have to rely on a
developer to write the code. Tags for
Google Analytics or Facebook's Pixel are
most commonly used.
Hashtags Social A word or phrase preceded by a hash sign
#. Primarily used on social media as a
way of searching, sorting, identifying
content. They are not just for Twitter,
Instagram and even Facebook make
strong use of them.
HTML & Web Dev Hyper-Text Mark-up Language is the code
(HTML5) that the World Wide Web is written with. It
gives structure and meaning to web
content by defining paragraphs, headings,
data tables or embedding images &videos
in a page. The latest version is HTML5
which incorporate features that were
previously only seen with Flash. See also
CSS and JavaScript.
HTTP Web Dev Hyper-Text Transfer Protocol. The format
most commonly used to transfer
documents on the web.
 H-I
Term Category Defintion

HubSpot CRM Inbound marketing and sales software

that helps companies attract visitors,
convert leads and close sales. It
integrates uses its tracking technology
with landing pages, social media and now
chatbots. See also Salesforce.
IAB Digital Interactive Advertising Bureau
Marketing represents the digital media and
marketing industry https://www.iab.com/.

Impression Digital Media An impression is simply someone seeing

an advert. They may not click on it or buy
anything, but the ad has been served to
that user's browser.
Influencer Social Someone who is an expert in a certain
field and, or has a large social media
following. Influencers are often paid or
incentivised to create content that will be
shared with their community / following.
They see themselves as Content Creators.
Instagram Social Facebook's photo-sharing social network
differs from others as it runs as a mobile
application.

Interstitial Digital Media Ads that appear between two content

Ads pages. Also known as transition ads,
intermercial ads and splash pages.
 J-K
Term Category Defintion
JavaScript Web Dev Often abbreviated as JS, is a scripting or
(JS) programming language that allows you to
implement complex things on web pages.
Every time a web page does more than
just display static information it is using
JavaScript e.g. Interactive maps,
animated 2D/3D graphics, scrolling video,
multimedia etc. It layers on top of the
HTML and CSS.

Jump page ad Digital Media Page which is reached via click-through

from button or banner ad. The jump page
itself can list several topics, which are
linked to either the advertiser's site or
the publisher's site. This term has been
replaced by Landing Pages and Pop-Ups /
Interstitials.

Keyword Search Specific word/s entered into a search

engine by the user that result/s in a list of
websites related to the key word.
Keywords can be purchased by
advertisers in order to embed ads linking
to the advertiser's site within search
results. SEO content is built using these
keywords.
 K-L
Term Category Defintion
Keyword Search A webpage has a section that is hidden
Stuffing from users but contains all the words
relevant to the page. Keyword stuffing is a
'black hat' technique whereby this section
is abused and filled with a high amount of
irrelevant keywords, in the hope that it
will be associated with these words and
found when these words are searched
for. As with all 'black hat' techniques,
Google will penalise websites doing this.
Landing Page Web Dev The specific webpage that a user is taken
to when clicking on a search engine result
or a PPC advert. While this could simply
be the homepage, often it is more helpful
to the customer (and therefore your
profits) if they are taken to a page that is
specific to their search terms. A Landing
Page has minimal navigation and a clear
single-minded call to action.
Lead Magnets Digital A lead magnet is an incentive that
Marketing marketers offer to potential buyers in
exchange for their email address or other
contact data. Lead magnets usually offer
a piece of digital, downloadable content,
such as a free PDF checklist, report,
eBook, whitepaper, video, sneak preview
etc.
 L
Term Category Defintion
Lead Nurture Digital The process of developing a relationship
Marketing with a potential buyer (lead) through each
stage of the buyer journey. Different
communications and information can be
provided to fulfil their needs and keep
them warm until they are ready to buy.
Lead Scoring Digital A methodology used to rank potential
Marketing buyers (leads) according to their
perceived value or readiness to buy. The
resulting score is used to determine
which leads will receive a follow up e.g.
email vs sales call, and in an order of
priority. Cold to Hot leads.

Link Bait Search A webpage with great, interesting content

that people will share with others. They
may share it through email, or over
Facebook or Twitter, or even social news
and bookmarking sites like Reddit or
Digg. The link bait may depend on your
market; it could be an interesting
infographic, a funny video or even a
picture of a cat with some text on it.
Depending on who links to it, creating link
bait is vital for creating a high search
rank.
 L
Term Category Defintion
Link Building Search The process by which you increase the
amount of links to your website. It may
involve generating more interesting or
newsworthy content, creating a blog,
asking clients to link, plus many other
techniques. It is the goal of SEO to build
many good links to a website.
Link Spam Search As the amount of links pointing to a
website tell the search engine how
popular it is and therefore how high up
the website will be on the results page,
some people attempt to create vast
amounts of links to a website to try to
increase its apparent popularity. There
are several ways to do so, but they are all
unethical. While spamming was useful in
the past, search engines are getting
better at distinguishing these unethical
links and ignoring them. It may produce
short term success nowadays, but the
search engine will penalise websites that
have many spam links to them in the long
run.
 L-M
Term Category Defintion
Long Tail Search Many terms are searched for through
search engines, and many people search
for the same things. As these terms are
so popular, it is very difficult / expensive
to compete against established websites.
However, there are a vast amount of
terms that are searched for relatively
rarely. These terms are said to be part of
the ‘long tail’, as when plotted on a graph
the terms are searched for infrequently,
but there are many of them. It is far
easier for a starter company to rise to the
top of the results with long tail keywords,
albeit with fewer potential searchers.

Marketo CRM Is a marketing automation platform which

can create automated email, mobile,
social, digital media ads and website
banner campaigns in response to a
trigger from a buyer e.g. downloading a
white paper triggers a follow up email.

Messenger Social Facebook messenger is a messaging app

/ platform that allows users to instantly
chat with each other over the Internet. It
also enables gaming, chatbots and
conversational commerce. Other popular
messenger services include WhatsApp
and WeChat.
 M-N
Term Category Defintion
Multivariate Digital Media This is a more complex testing technique
Testing than A/B testing. It allows for multiple
variables to be tested at the same time
and determines which combination of
variations performs the best out of all
possible combinations. Often used to test
website design where multiple elements
are changed on a page.
Neighbour- Search Search engines evaluate the
hood Link trustworthiness of a website based on
how many links point to that website. But
links from trustworthy sites are better
than links from untrustworthy, and
potentially spammy, websites. If a
website is within a system of bad
websites that all link to it, it is seen to be
in a bad link neighbourhood. So, while the
website may have many links pointing to
it, a search engine may still evaluate it
untrustworthy based on the websites that
point to it. On the other hand, if many
trustworthy websites link to it, the search
engine can be reasonably certain that it
too is trustworthy.
News Feed Social The hub of everyone’s posts. For
Facebook, the news feed is made up of
friend’s posts. On Twitter, it is known as
Timeline as is made up of tweets of those
you follow. The news feed is constantly
refreshed with the latest posts.
 N-O
Term Category Defintion
No Follow Search A No follow command is a HTML attribute
Link used to instruct a search engine bot that a
specific hyperlink should not be counted
as a ‘vote’ in that websites favour and
impact their search ranking.

Opt-in CRM Refers to an individual giving a company

permission to use data collected from or
about the individual for particular
reasons such as to receive future emails,
marketing materials, product updates or
to hear from other 3rd party companies.
Organic Search These are the results of a web search that
Search have not been paid for. The positions of
Listings the results should be organic in that they
reflect the popularity/trustworthiness of
the website without being influenced by
paid advertising. SEO is the optimisation
of these organic listings.

Organic Social Social This is the reach, engagement that occurs

when a post or piece of content is shown
to existing followers or shared by users.
Facebook has limited organic reach and
brands now have to pay / boost their posts
to ensure their followers will see it. A
user can now tell Facebook which content
they would like to see first (or see less of)
- this will impact the algorithm and what
content is organically shown.
 O-P
Term Category Defintion
OTT Digital Media An Over-The-Top media service is a
streaming media service offered directly
to viewers via the Internet. OTT bypasses
cable, broadcast, and satellite television
platforms that traditionally act as a
controller or distributor of such content.
Page Rank Search The algorithm or web crawler that
(PR) powers Google’s search. It is named after
Larry Page, a cofounder of Google and not
web pages. PageRank indexes all the
accessible web pages on the web and
ranks them by how many important
websites link back to a particular page.
The higher the rating, the further up the
results page they are than similar
websites with lower ranks. Other search
engines, such as Yahoo and Bing, use
similar systems. A PR is usually
accompanied by a number i.e. PR6. A
score of 10 is the highest and hard to
attain. A score of 0 is the worst.
Pay-per- Digital Media An advertising pricing model in which
Impression advertisers pay based on how many users
were served their ads. See CPM.
Pay-per Lead Digital Media An advertising pricing model in which
advertisers pay for each 'sales lead'
generated. For example, an advertiser
might pay for every visitor that clicked on
an ad or site and successfully completed
a form. See CPL.
 P
Term Category Defintion
Pay-per Sale Digital Media An advertising pricing model in which
advertisers pay agencies and/or media
companies based on how many sales
transactions were generated as a direct
result of the ad. See CPA/CPA (Cost Per
Sale).
Performance Digital Media An advertising model in which advertisers
Pricing pay based on a set of agreed upon
performance criteria, such as a
percentage of online revenues or delivery
of new sales leads. See CPA, CPC, CPL,
CPO, CPS, CPT.

PII Data Personally, Identifiable Information such

as name, phone number, email address
etc. This data is subject to privacy laws
and must be handled securely.
Pinterest Social A social network for people to create
image boards. Images are pinned from
websites or within the Pinterest
community. These images are then
placed onto image boards.

Pixel Digital Picture element (single illuminated dot)

Marketing on a computer monitor. The metric used
to indicate the size of Internet ads. Also,
see Facebook Pixel which is used as a
tracking tag.
 P
Term Category Defintion
PMAT Search Partial Match Anchor Text vs Exact Match.
See Anchor Text.

PPC Digital Media Pay-per-Click - an advertising pricing

model in which advertisers pay based on
how many users clicked on an online ad
or e-mail message. If no one clicks, they
don't pay. See CPC.

PreRoll Digital Media Form of online video ad placement where

the advertisement is played before the
content video plays.

Privacy Policy Digital A statement about what information is

Marketing being collected; how the information
being collected is being used; how an
individual can access his/her own data
collected; how the individual can opt out;
and what security measures are being
taken by the parties collecting the data.

Programmatic Digital Media Programmatic ad buying refers to the use

of technology to purchase digital
advertising through real-time bidding. It
can apply to website display ads digital
out of-home and now television. Benefits
include the ability to target an individual
audience across multiple ad networks.
 R
Term Category Defintion
Reach Measurement The number of people who see your ad or
content. Most Display advertising can only
tell you the number of Impressions
because they can't identify individuals,
just the number of times an ad was
served. Where as Facebook can identify
the number of people because you are
logged in when looking at an ad (no
matter if it is on a mobile, or desktop,
work computer or home).
Reddit Social A social news site that is made up of
users who share and leave comments on
stories. It is not considered a brand safe
environment for marketers.
Remarketing Digital Media Often referred to as Retargeting, uses
tracking codes to identify a visitor to your
website and then serve them an ad as
they browse elsewhere on the Internet.
This enables follow up messaging that
can push a potential buyer further into
the conversion funnel.
Responsive Web Dev Responsive web design (RWD) is an
Design approach to web design which makes web
pages render well on a variety of devices
and window or screen sizes. Given the rise
of Internet access via mobile phones, it is
essential that websites are designed as a
mobile first experience and is then
responsive to use on a wide range of
screen sizes including Tablets, Desktop
and now TV screens.
 R
Term Category Defintion
Rich media Digital Media Advertisements with which users can
interact (as opposed to solely animation)
in a web page format. These
advertisements can be used either
singularly or in combination with various
technologies, including but not limited to
sound, video, and with programming
languages such as Java, JavaScript, and
DHTML.
ROAS Measurement Return on Advertising Spend. If an
advertiser puts $200 into an ad campaign,
a return on advertising investment is any
business generated above that initial
investment. It can be represented as
percentage.

ROI Measurement Return on Investment. Similar to ROAS &

ROMI, the true ROI includes all the costs
invested to achieve the resulting revenue
return. These costs can include the
advertising & media spend, plus the cost
of the goods sold, the cost to process the
sale etc. As this can get complicated,
simpler metrics such as ROAS and ROMI
are often used.
ROMI Measurement Return on Marketing Investment as per
ROAS, however this also includes the cost
to create the content, agency and
production fees. It is the contribution to
profit attributable to marketing
investment.
 R-S
Term Category Defintion
RON Digital Media Run-of-Network. The scheduling of
Internet advertising whereby an ad
network positions ads across the sites it
represents at its own discretion,
according to available inventor. The
advertiser usually forgoes premium
positioning in exchange for more
advertising weight at a lower CPM.

ROS Digital Media Run-of-Site. The scheduling of Internet

advertising whereby ads run across an
entire site, often at a lower cost to the
advertiser than the purchase of specific
site subsections.

RTB Digital Media Real-time bidding is a means by which

advertising inventory is bought and sold
via programmatic auctions, similar to
financial markets. See Programmatic.
Salesforce CRM A sales and marketing database platform
that enables lead management.
Salesforce Cloud is a suite of tech
solutions including automation / email
dispatch, social media management,
ecommerce etc.
Search Search An overarching term that can refers to
the marketing practices of both SEM and
SEO.
 S
Term Category Defintion
Second Party Digital This is data that comes from a partner or
Data Marketing vendor e.g. relationship with multiple
Sales agents. This can be uploaded into a
DMP to provide a complete picture of an
audience.
SEM Search Search Engine Marketing. A form of
Internet Marketing that seeks to pay for
ads that promote websites by increasing
their visibility in the Search Engine result
pages. The most popular search engines
are Google (AdWords) & Bing.
SEO Search Search Engine Optimisation By tailoring
the specific of a website, (its content, link,
structure and code) a website can move
further up the results page on a search
engine when a user searches. These are
organic search results, without needing
to pay for advertising.
SERPS Search Search Engine Results Pages. You
probably see this every day; it is the page
that is displayed when you search with a
search engine. It will have a list of organic
results relevant to your search, as well as
paid adverts. The goal of SEO is to move a
website to the top of the results page of
relevant searched terms. SEM are the
paid adverts.
 S
Term Category Defintion
Skyscraper Digital Media A display media ad unit. A tall, thin online
banner ad that appears on a website. The
IAB guidelines recommend two sizes of
skyscrapers: 120 X 600 and 160 x 600.

Social Media Social This is the process of 'listening' of public

Listening conversations that are happening on
social / digital platforms (blogs, social
media with public settings) outside of
your own pages. The purpose is to better
understand what consumers are saying
about your brand, products or key issues /
trends. Tools exist to help this process;
however, they must be setup to listen,
then AI technology can help the tool learn
appropriate sentiment e.g. "sick" for a
surf brand is positive, however "sick of it"
for another brand is negative.
Social Media Social The act of managing conversations and
Management customer service responses on your own
social media pages / channels. Tools can
help support the escalation of comments
and publishing of content across
channels. See Social Media Monitoring.

Social Media Social The act of proactively monitoring and

Monitoring tracking engagement, comments, queries
on your own social media pages. See
Social Media Management.
 S
Term Category Defintion
Spam Filter CRM Spam describes unsolicited emails. A
Spam Filter is software built into e-mail
gateways as well as email client
applications designed to identify and
remove unsolicited commercial
messages from incoming email before
the end user sees them.
Splash page Web Dev A preliminary page that precedes the
user requested page of a web site that
usually promotes a particular site feature
or provides advertising. A splash page is
times to move on to the requested page
after a short period of time or a click. Also
known as an interstitial.
Split Testing Digital Media See A/ B Testing.
SQL Measurement In the context of lead generation scoring/
measurement SQL means a Sales
Qualified Lead. Once a lead is gathered by
Marketing it then goes through an agreed
qualification process / questions to
ensure that the lead is ready to buy.
SQL Web Dev Refers to a programming language. It is an
abbreviation for structured query language
and pronounced either see-kwell or as
separate letters. SQL is a standardized
query language for requesting information
from a database. The original version called
SEQUEL (structured English query
language) was designed by an IBM research
centre in 1974 and 1975.
 S
Term Category Defintion
Squeeze Page Web Dev A squeeze page is a landing page, but a
more specific type of landing page.
Squeeze pages are designed to serve one
core function: to collect a user's email
address. While landing pages might be
used to educate users on a specific
product or service, squeeze pages are
generally shorter and smaller, containing
little to no images and very minimal text.
Landing pages can include multiple
sections, display different types of
content, and possibly even have multiple
call to action buttons within a single page.
A squeeze page on the other hand focuses
on quickly communicating a single core
offer. This could be to download an
eBook, watch a video, register for an
event, etc.
Stickiness Measurement Measure used to gauge the effectiveness
of a site in retaining individual users.
Stickiness is usually measured by the
duration of the visit.
SVOD Digital Media Subscription Video On Demand (SVOD)
services use a subscription business
model in which subscribers are charged a
regular fee to access unlimited
programs. Examples of these services
include Netflix, Amazon Prime Video,
Disney+ and Hulu.
 T
Term Category Defintion
Tag Digital Media Tracking tags, pixels and beacons, are the
means by which data is collected on a
website or in an ad. They are either a 1x1
transparent pixel or a piece of code. They
instruct your web browser (chrome,
explorer) to collect data, set cookies or
report on an action e.g. click. They are not
cookies but can be used to set a cookie.
Textual ad Digital Media The delivery of a text-based
impressions advertisement to a browser. To
compensate for slow Internet
connections, visitors may disable 'auto
load images' in their graphical browser.
When they reach a page that contains an
advertisement, they see a marker and the
advertiser's message in text format in
place of the graphical ad. Additionally, if a
user has a text only browser, only textual
ads are delivered and recorded as textual
ad impressions.
Third Party Digital This is data that is bought from a data
Data Marketing provider to enrich your DMP or first party
customer data e.g. Experian, Quantum.
Third-party ad Digital Media Independent outsourced companies that
server specialise in managing, maintaining,
serving, tracking, and analysing the
results of online ad campaigns. They
deliver targeted advertising that can be
tailored to consumer's declared or
predicted characteristics or preferences.
 T
Term Category Defintion
Time Spent Measurement The amount of elapsed time from the
initiation of a visit to the last audience
activity associated with that visit. Time
spent should represent the activity of a
single cookied browser or user for a
single access session to the website.
Trading Desk Digital Media A trading desk is where transactions for
buying and selling occur. A media agency
Trading Desk is a team within an ad
agency that executes online media buying
as a managed service. They use either
proprietary technology or a demand side
platform (DSP) to buy and optimise media
campaigns.
Traffic Measurement Website traffic refers to the number of
visitors to a Web site (these can also be
tracked as unique visitors).
Trafficking Digital Media Advertising trafficking refers to the
process of technically setting up an ad
campaign. An ad trafficker starts with an
IO (insertion order) approved by the client
and uploads the creative to the ad server.
Various elements are set up in the ad
server interfaces for trafficking: creative
placements on the site or network,
targeting options, campaign dates,
capping, impressions or click volumes,
CPM or CPC for automated invoice
edition, access to campaign report for
agency and advertiser.
 T-U
Term Category Defintion
Troll Social Someone who has the intention to get an
emotional response from others online.
They generally post controversial,
provocative & irrelevant messages for
their own amusement. Their views do not
necessarily reflect the ones they post
about.
Tumblr Social A microblogging platform and social
network that allows users to post images,
text, video’s, links and quotes.
Twitter Social A social media website where users can
post short messages, known as tweets
(up to 140 characters) for anyone who is
following them to see. It is sometimes
known as microblogging as it is similar to
blogging but with a strict limit to what can
be posted. Companies and individuals can
use them and is a great way to draw
attention to certain things, as well as
maintain a social media presence. It has a
political aspect to it as well; it was used to
organise and track the Arab spring
revolutions.
UGC Social User Generated Content: A term given to
all user-created data such as blogs,
comments, reviews, podcasts and more.
 U
Term Category Defintion
Unduplicated Measurement The number of unique individuals
audience exposed to a specified domain, page or ad
in a specified time period. If the audience
is duplicated it means that the same
person has seen that ad or visited that
site more than once.

Unique Measurement An identified and unduplicated Cookied

Browser Browser that accesses Internet content
or advertising during a measurement
period. We should remember that whilst
this is often reported as Unique Users,
unless you are Facebook or Google and
can identify a profiled individual, this
metric reflects a cookied browser - there
may be multiple users per browser or a
single user accessing your content via
multiple browsers. Plus, there may be
potentially inflationary numbers due to
cookie deletion. See Unique User and
Unduplicated Audience.
Unique User Measurement A unique individual which has either
accessed a site (see Unique Visitor) or
which has been served unique content
and/or ads such as email, newsletters,
interstitials and pop-under ads. Unique
users can be identified by user
registration or cookies (however please
note issues regarding 'users' as part of
the Unique Browser description.
 U
Term Category Defintion
URL Web Dev Uniform Resource Locator - the unique
identifying address of any particular page
on the Web. It contains all the information
required to locate a resource, including
its protocol (usually HTTP), server
domain name (or IP address), file path
(directory and name) and format (usually
HTML or CGI).
URL Tagging Measurement The process of embedding unique
identifiers into URLs contained in HTML
content. These identifiers are recognized
by Web servers on subsequent browser
requests. Identifying visitors through
information in the URLs should also allow
for an acceptable calculation of visits, if
caching is avoided.
UX Design Web Dev User Experience Design is the process of
designing and enhancing an experience
that meets a user’s needs when visiting a
website or similar application / interface.
It includes the consideration of their
objectives, the usability, accessibility and
pleasure provided in the interaction.
Outputs can include Persona's, Needs
Identification, User Flows, Storyboards,
Information Architecture, Wireframes,
Prototypes, Responsive Interface Designs
(touch, sound, movement).
 V
Term Category Defintion
View Measurement Often used as a synonym for 'impression'
in advertising measurement. e.g.
1,000,000 video views.

View Through Measurement A cookie dropped period of time, tracking

Window exposure to a range of advertising over
time.
Viewability Measurement Viewability is an online advertising metric
that aims to track only impressions that
can actually be seen by users. For
example, if an ad is loaded at the bottom
of a webpage but a user doesn't scroll
down far enough to see it, that
impression would not be deemed
viewable.

Visit Measurement A website visit is a single continuous

activity attributable to a cookied browser
or user (if registration-based or a panel
participant) resulting in one or more
pulled text and/or graphics downloads
from a website.
Visit Duration Measurement The length of time the visitor is exposed
to a specific ad, Web page or Web site
during a single session.
Visitor Measurement Individual or browser which accesses a
Web site within a specific time period. See
Unique Browser / User and Unduplicated
Audience.
 W-Y
Term Category Defintion
Web Crawler Search Sometimes called a bot, robot or spider.
Search engines work by indexing all
available web pages and scoring them
based on a number of factors to gauge
their trustworthiness or popularity. Web
crawlers are automatic routines that
travel the web using links and carry out
evaluations of each individual website.
Google’s PageRank Web Crawler is
possibly the most famous.

WeChat Social China's most popular social media

platform. It is like a mixture between
Messenger, Twitter, Facebook & more
including booking & payment services. It
is often used as a connection instead of
email. Approx.; 1 million Australian
users.
WordPress Web Dev An open source CMS which is used for
blog publication. There are currently over
70 million WordPress sites in the world.

YouTube Social A global video community where users

upload and share videos. Owned by
Google.