'The Programmatic Jargon Buster' is an in-depth view from Sociomantic Labs by dunnhumby, that serves as a tool to help digital marketers cut through the noise of the marketing industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
What is Programmatic Advertising and how does it work? This talk by Webrepublic's Tech Lead Dorian Kind explains the basic principles and discusses the importance of creatives, media buying and tracking in a shifting advertising world.
The talk was given at the University of Zurich on November 4, 2016.
What is programmatic advertising?
Definition for programmatic advertising
Facts about programmatic advertising
examples of programmatic advertising
how does programmatic advertising work?
advantages of programmatic advertising
challenges of programmatic advertising
factors necessary for programmatic advertising
Display ads
The Programmatic Jargon Buster is a tool to help digital marketers cut through the noise of our industry’s tough-to-decipher acronyms and expressions, so they can discover the true value behind the buzzwords.
NEW! In the 3rd edition, we introduce new Mobile and App marketing jargon from the programmatic industry.
What is Programmatic Advertising and how does it work? This talk by Webrepublic's Tech Lead Dorian Kind explains the basic principles and discusses the importance of creatives, media buying and tracking in a shifting advertising world.
The talk was given at the University of Zurich on November 4, 2016.
What is programmatic advertising?
Definition for programmatic advertising
Facts about programmatic advertising
examples of programmatic advertising
how does programmatic advertising work?
advantages of programmatic advertising
challenges of programmatic advertising
factors necessary for programmatic advertising
Display ads
What is programmatic ad buying?
“Programmatic” ad buying typically refers to the use of software to
purchase digital advertising, as opposed to the traditional process
that involves RFPs, human negotiations and manual insertion orders.
It’s using machines to buy ads, basically.
Why does programmatic advertising matter?
Efficiency. Before programmatic ad buying, digital ads were bought
and sold by human ad buyers and salespeople, who can be expensive
and unreliable. Programmatic advertising technology promises to
make the ad buying system more efficient, and therefore cheaper, by
removing humans from the process wherever possible. Humans get
sick, need to sleep and come to work hungover. Machines do not.
So robots are replacing people? Great.
Yes and no. Technology is being used to replace some of the more
menial tasks that humans have historically had to handle, like sending
insertion orders to publishers and dealing with ad tags, but they’re still
required to optimize campaigns and to plan strategies. Programmatic
technology will probably mean fewer ad buyers in the world, but it
could also allow both marketers and sellers to spend more of their
time planning sophisticated, customized campaigns instead of getting
bogged down in bureaucracy.
Is programmatic buying is the same as
real-time bidding, then?
No, it’s not. Real-time bidding is a type of programmatic ad buying, but
it isn’t the only one. RTB refers to the purchase of ads through real-time
auctions, but programmatic software also allows advertisers to buy
guaranteed ad impressions in advance from specific publisher sites.
This method of buying is often referred to as “programmatic direct.”
Is programmatic “the future of ad buying”?
Probably, yes. It’s impossible to tell what portion of advertising is now
traded programatically, but it’s definitely on the rise. Some agencies
now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out
in-house teams to handle their programmatic ad buying as they spend
more of their marketing budgets that way. At the moment, it’s mainly
online ads that are traded programatically, but increasingly media
companies and agencies are exploring ways to sell “traditional” media
this way, including TV spots and out-of-home ads.
A short and basic presentation on programmatic advertising, how media buying was done in the past and difference it has made.
This presentation can be useful if the audience is new or has very little idea about programmatic or digital marketing.
This presentation walks you through the basics of the Google Display Network, including how targeting works, and why you might want to select display over search.
The process that happens between the time a site visitor clicks a link and a page loads with targeted ads can seem mysterious – but this infographic sheds light on what goes on behind the scenes of programmatic advertising and the technology that brings your message to your buyers.
Ravi digital is a top digital marketing agency in Bangalore.We will provide services like SEO Services,Social Media Marketing Services,PPC Services,Facebook Marketing,Email Marketing and Affiliate Marketing.
Ravi Digital l Digital Marketing Service l PPC l Digital Marketing Service In Bangalore l SEO l SMM
Digital Marketing Services In Bangalore l Digital Marketing Slide share l Digital Marketing Slide show l Digital Marketing in Bangalore l Digital Marketing Ravi Kumar
Why Online Advertising?
With the advancement of internet , web has become the most preferred medium for the businesses to promote their brands and services.
Traditional advertising involved putting up hoardings , billboards , distributing pamphlet hoping that the customers would view them. But there wasn't any way to measure the success of the advertisement.
To Know more about online advertising, visit: http://www.knowonlineadvertising.com
A guest lecture presented to undergraduate advertising students at the University of Southern California (USC) Annenberg School for Communications.
The lecture was given by Sensis founder and President Jose Villa on October 10, 2011
Google AdWords is an advertising service by Google for businesses wanting to display ads on Google and its advertising network.
The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.
PPC advertising, a cross-platform ads hold slightly extra potential for attracting traffic on your website for business. It is the perfect way for any advertiser to reach local and global audience through paid advertisement.
In our Digital Marketing Presentation (PPT) we have various methodologies of Digital Marketing. In digital marketing, we can generate traffic in both non-paid and paid methods. Based on the budget of the client we can utilize various digital marketing strategies like SEO, PPC, Display Ads, Social Media, Email Marketing, etc.
Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.
And further for more we have discussed various method of Digital Marketing.
What is programmatic ad buying?
“Programmatic” ad buying typically refers to the use of software to
purchase digital advertising, as opposed to the traditional process
that involves RFPs, human negotiations and manual insertion orders.
It’s using machines to buy ads, basically.
Why does programmatic advertising matter?
Efficiency. Before programmatic ad buying, digital ads were bought
and sold by human ad buyers and salespeople, who can be expensive
and unreliable. Programmatic advertising technology promises to
make the ad buying system more efficient, and therefore cheaper, by
removing humans from the process wherever possible. Humans get
sick, need to sleep and come to work hungover. Machines do not.
So robots are replacing people? Great.
Yes and no. Technology is being used to replace some of the more
menial tasks that humans have historically had to handle, like sending
insertion orders to publishers and dealing with ad tags, but they’re still
required to optimize campaigns and to plan strategies. Programmatic
technology will probably mean fewer ad buyers in the world, but it
could also allow both marketers and sellers to spend more of their
time planning sophisticated, customized campaigns instead of getting
bogged down in bureaucracy.
Is programmatic buying is the same as
real-time bidding, then?
No, it’s not. Real-time bidding is a type of programmatic ad buying, but
it isn’t the only one. RTB refers to the purchase of ads through real-time
auctions, but programmatic software also allows advertisers to buy
guaranteed ad impressions in advance from specific publisher sites.
This method of buying is often referred to as “programmatic direct.”
Is programmatic “the future of ad buying”?
Probably, yes. It’s impossible to tell what portion of advertising is now
traded programatically, but it’s definitely on the rise. Some agencies
now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out
in-house teams to handle their programmatic ad buying as they spend
more of their marketing budgets that way. At the moment, it’s mainly
online ads that are traded programatically, but increasingly media
companies and agencies are exploring ways to sell “traditional” media
this way, including TV spots and out-of-home ads.
A short and basic presentation on programmatic advertising, how media buying was done in the past and difference it has made.
This presentation can be useful if the audience is new or has very little idea about programmatic or digital marketing.
This presentation walks you through the basics of the Google Display Network, including how targeting works, and why you might want to select display over search.
The process that happens between the time a site visitor clicks a link and a page loads with targeted ads can seem mysterious – but this infographic sheds light on what goes on behind the scenes of programmatic advertising and the technology that brings your message to your buyers.
Ravi digital is a top digital marketing agency in Bangalore.We will provide services like SEO Services,Social Media Marketing Services,PPC Services,Facebook Marketing,Email Marketing and Affiliate Marketing.
Ravi Digital l Digital Marketing Service l PPC l Digital Marketing Service In Bangalore l SEO l SMM
Digital Marketing Services In Bangalore l Digital Marketing Slide share l Digital Marketing Slide show l Digital Marketing in Bangalore l Digital Marketing Ravi Kumar
Why Online Advertising?
With the advancement of internet , web has become the most preferred medium for the businesses to promote their brands and services.
Traditional advertising involved putting up hoardings , billboards , distributing pamphlet hoping that the customers would view them. But there wasn't any way to measure the success of the advertisement.
To Know more about online advertising, visit: http://www.knowonlineadvertising.com
A guest lecture presented to undergraduate advertising students at the University of Southern California (USC) Annenberg School for Communications.
The lecture was given by Sensis founder and President Jose Villa on October 10, 2011
Google AdWords is an advertising service by Google for businesses wanting to display ads on Google and its advertising network.
The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.
PPC advertising, a cross-platform ads hold slightly extra potential for attracting traffic on your website for business. It is the perfect way for any advertiser to reach local and global audience through paid advertisement.
In our Digital Marketing Presentation (PPT) we have various methodologies of Digital Marketing. In digital marketing, we can generate traffic in both non-paid and paid methods. Based on the budget of the client we can utilize various digital marketing strategies like SEO, PPC, Display Ads, Social Media, Email Marketing, etc.
Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, digital billboards, and game consoles to engage with consumers and other business partners. Internet Marketing is a major component of digital marketing.
And further for more we have discussed various method of Digital Marketing.
Bing Ads Advertiser Science Series: The Science of Brand BiddingFrances Donegan-Ryan
The pros and cons of bidding on your own brand terms can keep you running in circles. On one hand, bidding on your own brand terms could be a waste of money if your organic results are showing up anyway. On the other, what do you lose (or what’s the cost) when you don’t invest in bidding on your brand terms? Listen to the full Webinar here: YouTube: https://youtu.be/EMnz9WLGqG4
World's Top Digital Marketing Agencies | US | UK | CanadaAnkit Thakor
Finding here world's top 20 digital marketing agencies who take your business on other levels. Top search engine optimization (SEO), social media marketing services providers.
Learning Digital Marketing - A Beginner's guide to Online MarketingAarti Mohan
Digital marketing is important, innovative, crucial, complex and lots of fun. Here's a brief guide to simplify digital marketing to help you take your products, services, ideas to the masses.
Online marketing will continue to grow in importance so it's critical for all business owners to deeply understand how this medium works and how they can leverage the internet to grow their businesses.
This presentation is a broad introduction on the power and importance of digital marketing and social media marketing. Please share if you like this!
Header Bidding: Unlocking the Power of Mobile Monetization AppNexus
Tim DuBois, Director of New Business at AppNexus, and Steve Truxal, Product Manager at AppNexus, dive into header bidding and its impact on mobile monetization.
A vision for the future of advertising - from IAB Engage, making the case that no amount of introspective naval gazing or technology will mend the two fundamentally broken relationships in advertising - brand-audience relationship and agency-client relationships. Instead of self-absorbed internal introspection, the advertising industry need to look outside its and learn from the big success stories in digital disruption. Specifically, we can learn three key lessons about the future of advertising from the rise of Uber and it's on-demand mobile service.
Why A Programmatic Advertising Strategy Is No Longer OptionalHanapin Marketing
Programmatic advertising is slowly becoming a popular new trend among advertisers. It not only makes ad transactions more efficient, but also more effective, as long as the right data is applied. Programmatic buying is on track to make up $14.88 billion of the approximately $58.6 billion digital advertising pie in 2015, according to eMarketer. That’s a nearly $5 billion leap from 2014, when it accounted for $9.9 billion. In short, if you’re not thinking about a programmatic advertising strategy, you should be.
In this webinar presentation, experts from Quantcast, a data-intelligence platform for programmatic advertising, and Hanapin Marketing discuss what programmatic buying is, how it works, the value of serving ads to a highly-qualified audience, and insights we’ve discovered using the technology.
Présentation qui explique le rôle de la recherche marketing dans la construction d'une campagne publicitaire et la mesure de sa performance. Copyright La Recherche 2.0 (diffusion autorisée sans modifications du document et mention de la source, merci).
Do the terms companion banner and quartiles cause question marks in your head? Digital advertising comes with its own vocabulary, and if you’re new to the industry, the terms can be downright puzzling.
The A to Z of Programmatic (formerly known as our Programmatic Jargon Buster) helps you look like a programmatic pro in front of your colleagues. This edition includes terms across all different facets of programmatic, from mobile to in-app to video.
Download this guide to get a refresher on programmatic terms like:
• Day N
• Negative retargeting
• Quartiles
• In-stream and out-stream video
• Companion banner
• And many more!
To download the presentation, please go to this page: https://www.sociomantic.com/the-a-to-z-of-programmatic-4th-edition/
• Stating the case for display as a relevant advertising strategy
• Campaign planning and KPIs to measure
• Pricing and ad units to consider
• Targeting tactics and retargeting overview
• Mobile web and app campaigns
• Campaign optimization strategies
• A tour of the Google Display Network platform
• B2B topics; lead nurturing, native advertising, LinkedIn advertising
• Display measurement; View-throughs, attribution modeling
Understanding the value of programmatic and how it can impact your brand.
Presented at the National Ski Area Association Convention and Tradeshow in San Francisco May 2015.
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
Let’s have an understanding of what is programmatic advertising, its process and procedures and its benefits. For more information visit http://www.digitalmediasapiens.com/programmatic-advertising/
Mobile Marketing: The Next Gen. A presentation by Patrick Lozare at Digital Matters #7 by thumbsup at LaunchPad Bangkok, Thailand on 16 October 2014. The presentation covers details about the current landscape, how to measure performance of mobile advertising and the future. Detailed explanation of programmatic buying and contextual advertising is also covered.
Today, online display spans across desktop and mobile websites, mobile apps, and video platforms. It has become an integral part of online marketing as a whole, offering advertisers a unique full-funnel view of the consumer that no other form of advertising can boast.
Behavioural retargeting
Programmatic real-time bidding
Mobile display
Video marketing
Supporting case studies
We are a team of data driven enthusiasts that are passionate about online advertising. If you are looking for a
professional online advertising agency you’ve come to the right place! We set up your campaign and assist you with
accurate reporting in order to deliver significant results.
We make sure to track all metrics in real time and run a smarter campaign! The MediaDonuts DSP helps you go way beyond clicks and realizes the highest possible results. It does not matter if you’re after sales, leads or traffic we will help you reach your desired online goals!
Real–Time bidding, Dynamic Creative Retargeting or advertising through FBX, the MediaDonuts platform offers the most powerful algorithm’s and strategies in the market. ROI is still the magic word in 2016 and our platform works magical!
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
2. The Programmatic Jargon Buster
is a tool to help digital marketers cut through the
noise of our industry’s tough-to-decipher
acronyms and expressions, so they can
discover the true value behind the buzzwords.
!
* Please note that all definitions are specific to how these terms are used in the digital marketing industry.
5. 1st Party Data
Information collected directly by an advertiser about its audience
or customers based on a direct relationship. In digital marketing,
this type of data is often collected using browser cookies to
measure on-website behaviors, but it can also be combined with
other types of online and offline data such as website analytics,
CRM profiles, business analytics, loyalty program data, yield or
revenue management data and more.
6. 2nd Party Data
In digital marketing, some have defined second-party
data as data that are collected by an advertiser (thereby it
is this entity’s first-party) and then traded with other non-
competitive advertisers. Depending on how you view it,
this data, when in the hands of a second advertiser that
did not collect it via a direct relationship, could also just
be considered third-party data.
7. 3rd Party Data
Information that is collected by an entity that does not
have a direct relationship with the users about which the
information is collected. In digital marketing, third-party
data is typically used when advertisers pay a data vendor
to help them reach users with specific characteristics.
8. Action
A measurable digital interaction, such as when the user
clicks on an ad, interacts with a landing page or web form
or completes a purchase. The measurability of actions in
digital has given rise to a wide range of performance
marketing channels. In the full-funnel marketing model, it
is the fourth stage in the customer journey, after Desire
and before Loyalty.
9. Ad Space
Area of a website set aside for online advertisements.
Advocacy
The sixth and final stage of the full-funnel marketing
model, following Loyalty, in which a customer becomes
brand advocate and convinces others to purchase
product.
Acquisition
Act of getting new customers.
10. Ad Impression
When an ad is displayed on a page, regardless of
whether the ad has been clicked on or not.
Ad Exchange
Digital marketplace that enables advertisers and
publishers to buy and sell advertising space, often
through real-time auctions.
Ad Server
A server that stores advertisements for online marketing
and delivers them to website visitors.
11. Agency Trading Desk
A centralized, service-based organization that serves as
a managed service layer, typically on top of a licensed
demand-side platform (DSP) and other audience buying
technologies; manages programmatic, bid-based media
and audience buying. Works as an agency’s internal tool
for programmatic media buying.
Awareness
First stage of full-funnel marketing model, before Interest,
when customer becomes aware of the existence of a
brand, product or service.
12. Bid
With regards to real-time bidding (RTB), the bid is the
price offer put forward by an advertiser via a demand-
side platform for an ad impression that is put into the real-
time auction. In most RTB models, the winning bidder
pays once cent more than the second-highest bid
placed.
Banner ad
Form of advertising on the World Wide Web delivered by
an ad server. This form of online advertising entails
embedding an image-based advertisement into a web
page. It is intended to attract traffic to a website by linking
to the website of the advertiser.
13. CLV (Customer Lifetime Value)
Prediction of the net profit attributed to the entire future relationship
with a customer. The prediction model can have varying levels of
sophistication and accuracy, ranging from a crude heuristic to the use
of complex predictive analytics techniques.
14. AdSpace.
the area of a website or Web page dedicated to online
advertisements.
Advocacy.
the sixth (last) stage of full funnel marketing model
when a customer becomes brand advocate and
convinces other to purchase product.
Aquisition.
the act of getting new customers.
Bid.
a form of advertising on the World Wide Web delivered
by an ad server. This form of online advertising entails
embedding an advertisement into a web page. It is
intended to attract traffic to a website by linking to the
website of the advertiser.
Click-Through-Rate (CTR)
A measure of the share of ad impressions that leads to a click.
Conversion
Happens when someone clicks an ad and then
completes a pre-defined action, such as completion of a
lead form or online transaction.
Conversion Rate (CR)
A measure of the percentage of ad clicks that resulted in
conversions. It is calculated by dividing the number of
conversions by the number of clicks and multiplying by
100.
15. AdSpace.
the area of a website or Web page dedicated to online
advertisements.
Advocacy.
the sixth (last) stage of full funnel marketing model
when a customer becomes brand advocate and
convinces other to purchase product.
Aquisition.
the act of getting new customers.
Bid.
a form of advertising on the World Wide Web delivered
by an ad server. This form of online advertising entails
embedding an advertisement into a web page. It is
intended to attract traffic to a website by linking to the
website of the advertiser.
Cookie
Small piece of data sent from a website and stored in a user's
web browser while the user is browsing that website.
Cost per Action (CPA)
A pricing model for online advertising in which the
advertiser pays only for the completion of a specified
action, such as the completion of a lead form (contact
request, newsletter sign up, registration etc.), double opt-
in or purchase. Even when the pricing model for a
campaign is not CPA, a CPA target may can set to
measure performance.
Cost per Click (CPC)
A pricing model for online advertising in which the
advertiser pays only when a user clicks a the
advertisement.
16. AdSpace.
the area of a website or Web page dedicated to online
advertisements.
Advocacy.
the sixth (last) stage of full funnel marketing model
when a customer becomes brand advocate and
convinces other to purchase product.
Aquisition.
the act of getting new customers.
Bid.
a form of advertising on the World Wide Web delivered
by an ad server. This form of online advertising entails
embedding an advertisement into a web page. It is
intended to attract traffic to a website by linking to the
website of the advertiser.
Cost per Mille (CPM)
A pricing model for (online) advertising in which the advertiser
pays a given price for each 1000 ad impressions. This was the
standard pricing model used in traditional print advertising and
is one of the oldest pricing models used in online today.
Cost per Order (CPO)
Also sometimes CPP (cost per purchase), this is a
measure of the cost spent to generate an online order or
purchase.
Cross-selling.
Action or practice of selling an additional product or
service to an existing customer, especially based on
previous purchases.
17. Demand-side platform (DSP)
A demand-side platform (DSP) is a technology platform that allows
buyers of digital advertising inventory to manage multiple ad exchange
and data exchange accounts through one interface. The key
functionality provided by a DSP is the ability to purchase display
advertising programmatically via real-time bidding (RTB), using data to
determine the value of individual ad impressions in real-time.
18. Desire
Third stage of full-funnel marketing model, after Interest and
before Action, when a potential customer has intent to buy.
Display
Graphical advertising on the World Wide Web that appears next
to content on web pages, IM applications, email, etc. These ads,
often referred to as banners, come in standardized ad sizes,
and can include text, logos, pictures, or more recently, rich
media and video.
Dynamic Creative Optimization
The use of programamtic technologies to automatically optimize
19. Effective CPA (eCPA)
A measure of the actual costs spent to generate a pre-defined action.
Whereas the CPA is usually a target given before the start of a
campaign, the eCPA is the measure of the actual results of that
campaign. A comparison of the two can be a measure of campaign
success.
20. Full-funnel
A marketing strategy or tool which allows the marketer to address
potential buyers throughout the different stages of the purchase funnel,
from Awareness, to Interest, to Desire to Action, which is placed at the
bottom of the funnel. (The funnel shape is meant to refer to the number
of users in each category, which narrows with each stage.) In some
more recent models, the “funnel” is swapped for an hourglass shape,
and beyond the “action” point there is Loyalty and Advocacy.
21. Facebook Exchange (FBX)
Real-time bidding marketplace which allows third-party
websites to use real-time bidding to purchase ads on the right-
hand column and newsfeed ad spaces on Facebook.
Flash
Multimedia and software platform used for creating vector
graphics, animation, games and rich Internet applications (RIAs)
that can be viewed, played and executed in Adobe Flash Player.
In order for Flash files to play, even in online ads, Adobe’s plugin
must first be installed on the target browser.
Frequency Capping
Restricting the number of times a specific user is shown
advertising. A “universal frequency cap” refers to the ability of a
DSP to offer a comprehensive frequency cap number for its entire
range of inventory, rather than on a per-publisher or per-network
basis.
22. Geotargeting
Method of determining the approximate geolocation of a user and
delivering different content to that visitor based on his or her location,
such as country, region/state, city, zip code, organization, IP address, ISP
or other criteria.
23. HTML5
Core technology markup language of the Internet used for structuring
and presenting content for the World Wide Web. Unlike Flash, which
requires the installation of Adobe’s proprietary browser plugin, HTML5
is the one open, industry-standard, universal format for building dynamic
online creative.
24. Interest
Second stage of the full-funnel marketing model, after Awareness and
before Desire, when a potential customer has become more interested
in a brand.
25. JavaScript
An object-oriented computer programming language commonly
used to create interactive effects within web browsers. In digital
advertising it is often used to create and implement tracking
codes for websites.
26. Key Performance Indicator (KPI)
Metric used to quantify objectives that reflect the strategic performance of
online marketing campaigns. Marketers use a range of use KPIs to evaluate
their success at reaching targets. Examples are Click-Through-Rate,
Conversion Rate, Return on (Marketing) Investment, Time on Site and
Bounce Rate.
27. Loyalty
Fifth stage of full funnel marketing model, after Action and before Advocacy,
in which a converted customer (someone who has already made a
purchase) returns to the brand to buy again.
Lead
When a user completes a sign-up or contact form or otherwise
indicates interest in an advertiser’s offer by offering contact
details or other personal information.
28. M-commerce
An abbreviation that stands for “mobile commerce” and refers to electronic
commerce (e-commerce) conducted on mobile devices.
29. Negative retargeting
In a retargeting campaign, this is the practice of moving a user into a new
segment after conversion so that s/he will either not be targeted any longer,
not be targeted for a given period, or be targeted with ads that do not
display the same items already purchased.
30. Omnichannel
A multichannel approach to sales that seeks to provide the customer with a
seamless shopping experience, whether the customer is shopping online
from a desktop or mobile device, by telephone, in a bricks and mortar store
or by any other means.
31. Opt-in
A user’s indication that they are willing to participate in a given
exchange. According to the online advertising industry’s self-
regulatory framework provided by the EDAA (European Digital
Advertising Alliance), an opt-in is required in order to use any
personally identifiable data (PII) for online targeting or creative
optimization.
Opt-out
A user’s indication that they would not like to participate, for
example when a user opts out of receiving emails or receiving
personalized advertising from an entity. According to the online
advertising industry’s self-regulatory framework provided by
the EDAA (European Digital Advertising Alliance), advertisers
and their partners must provide an option for consumers to be
able to opt-out of behaviorally targeted advertising.
32. Programmatic
Digital advertising that is automatically triggered by any type of event and
deployed according to a set of rules applied by software and algorithms.
Human skills are still needed in programmatic campaigns as the campaigns
and rules are planned beforehand and established by marketers. Machine
learning is very often used in programmatic marketing to provide automated
optimization to pre-defined KPIs. Programmatic advertising includes but is
not limited to advertising purchased via real-time bidding.
33. Page view
Number of times a Web page is requested from a server and
displayed.
Pre-roll
Online video commercial that appears prior to an online
video, similar to a commercial break on TV. By purchased
pre-roll slots programmatically via RTB, marketers can
target individual users.
Private Market Place (PMP).
A closed/controlled real-time bidding market place that allows
publishers to control which demand partners, advertisers,
agencies, and brands buy specific parts of their inventory.
34. Real-time bidding (RTB)
Refers to the means by which ad inventory is bought and sold on a per-
impression basis, via a programmatic instantaneous auction, similar to
financial markets. With real-time bidding, advertising buyers bid on an
impression and, if the bid is won, the buyer’s ad is instantly displayed on the
publisher’s site.
35. Reach
In advertising, refers to the total number of different people or
households exposed, at least once, to a medium during a given
period. It can also be used as an adjective to describe campaigns that
are meant to increase awareness of a brand rather than drive
performance.
Retargeting
Form of online targeted advertising by which online advertising is
targeted to consumers based on their previous Internet actions,
in situations where these actions did not result in a sale or
conversion on an advertiser’s website.
Return on Investment (ROI)
A measure of the ratio of profits generated relative to advertising
costs spent. (Profit / Cost) x 100
36. Return on Ad Spend (ROAS)
A measure of the ratio of revenues generated as a result of a
particular marketing campaign relative to advertising costs spent.
(Revenue / Ad Spend) x 100
Rich media
Type of online advertising that involves some kind of user
interaction. The initial load of a Rich Media ad is 40K or more.
While text ads sell with words, and display ads sell with pictures,
Rich Media ads offer more ways to involve an audience with an
ad. The ad can expand, float, peel down, etc. Sometimes video
advertising online is also treated as rich media.
37. Streaming CRM
A dynamic display advertising technology that allows advertisers to
combine real-time user data streamed from their websites combined with
historical user data from CRM systems to drive more personalized online
advertising using programmatic buying and messaging solutions.
Supply Side Platform (SSP)
Technology platform that enables online publishers to manage
their advertising impression inventory and maximize revenue from
digital media.
38. Targeting
Reaching specific consumer segments with advertising based on various
traits such as demographics, psychographics, interests, behavioral variables
(such as product purchase history or website activity), etc., or the use of
other indicators that serve as a proxy of these desired traits.
39. Upselling
Action or practice of selling more expensive or higher-margin items,
upgrades or other add-ons to an existing customer to increase revenues or
profits
Unique User (UU)
Sometimes instead Unique Visitor, this essentially refers to the cookie or
other identifier used to identify a particular browser, and serves as the key
measure of website traffic for websites. A single person (Real user) may use
more computers/browsers or delete their cookies and thus be identified as
multiple “Unique Users”.
40. World Wide Web WWW
information system of interlinked hypertext documents that are accessed via
the Internet. It has also commonly become known simply as the Web.
41. XML
A data delivery language that is often used to deliver product feeds for
online shops.
42. Yield
The income return on an investment. Real-time bidding was introduced as a
way for both publishers and advertisers to better manage yield associated
with online advertising.
43. Zero Win Rate
In real-time bidding, refers to the situation that no winning bids are coming
through from a particular buying partner, which usually indicates an error.
44. About Sociomantic Labs
!
Sociomantic Labs, a dunnhumby company, provides programmatic
display advertising solutions for online, mobile and social. The company’s
proprietary Streaming CRM™ technology allows the world’s leading
advertisers to harness the value of their CRM and other first-party data
assets to deliver individually personalized, dynamic ads for the full funnel.
This results in broader reach, more new customers and increased loyalty
of existing customers. Sociomantic has been profitable since its founding
in Berlin in 2009 and has grown organically to more than 250 employees
serving over 70 markets across six continents today.