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Whitelisting/BlacklistingWhitelisting and blacklisting are methods to include (whitelist) or exclude (blacklist) specific websites, apps, advertisers, or ad...
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Open Ad ExchangesAn open ad exchange is platform that facilitates the buying and selling of digital advertising. Generally, this...
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Reach and FrequencyReach refers to the number of unique people (or in some cases unique devices or households) who...
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Over-The-Top (OTT)Any video content consumed by a user, usually through a television, outside of traditional broadcast, cable, or...
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News feedThe index of content available to a user, most commonly when referring to social media. This content...
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RelevancyRelevancy is a common term applied to social media and search engine marketing. It mostly refers to...
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Ad/creative formatThe technical specifications of an ad creative. For digital, this most commonly includes the file type, size...
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Click-to-call (CTC)When clicking an advertisement or hyperlink immediately leads to a phone call being placed with no other...
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Pay-Per-Click (PPC)Any advertising where the cost is assessed based on the number of clicks. Most commonly, PPC refers...
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Search Engine Optimization (SEO)The practice of optimizing content to improve organic search rankings. SEO is a multi-faceted approach that commonly...
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Geo-Targeting, Geo-FencingGeo-targeting are parameters targeting a specific geography (zip, county, city, radius, etc.) in an advertising campaign. Geo-fencing...
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Responsive layout/designA website, app, or creative that adjusts based on the device being used. Most commonly, these respond...
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Content Management System (CMS)A platform used to create and manage a website. WordPress is the most popular.
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Open SourceSoftware whose source code is freely available to everyone to encourage open collaboration. WordPress, Firefox, and Android...
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CTR (Click-through Rate)The percentage reflecting how many times an ad was clicked vs served. It is calculated by dividing...
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Call-to-action (CTA)A call-to-action is a specific invitation to engage with an advertisement. Most commonly, CTAs encourage a user...
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CPM/CPTCPM or CPT are common abbreviations for Cost Per Thousand Impressions, which is the most common cost...
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Run-of-Site (ROS)Placement throughout an entire target website and/or ad network, as opposed to a specific page or section....
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Ad Slot/PlacementThe actual position of an ad on a website or app. This refers to the precise location...