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Digital Dictionary

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  • 1st Party Data
    The advertiser's own highly relevant & reliable data coming from their customers’ online behaviors & interactions on their site and other marketing initiatives (including CRM data). However, you only have so much of your own data. 1st-party data tends to be limited and hard to scale
  • 2nd Party Data
    Someone else’s 1st-party data acquired through special agreements and most of the time direct relationships. This data will come from brands with a common target audience but not competing directly.
  • 3rd Party Data
    Large amounts of collected & segmented data (age, gender, demographic, past purchases, intent, interests) gathered by external parties/providers from publishers, internet wide. This data is used to inform targeting segmentation and reach large numbers of new prospects. 3rd Party data is usually needed to reach scale in Display advertising campaigns, and are used in addition to 1st and 2nd party data.
  • A demand-side platform (DSP)
    A demand-side platform (DSP) : is a software/platform that allows buyers (Cybba) of digital advertising inventory (on publisher sites) to access multiple Ad Exchanges & Data exchanges through one interface, and to programmatically buy Ad inventory for their different Campaigns. DSPs use algorithms to optimize the buying/targeting process & is managed by our Traders, who sit in our trading desk team and who continuously optimize the campaigns.
  • Abandonment Rate
    Percentage of website visitors who leave a website without converting
  • Acquisition
    A visitor converting into a customer or any other desired action/result
  • Ad Buyer
    Media Agency or Ad Tech company (Cybba) buying ad inventory on behalf of the Advertiser.
  • Ad Inventory
    The available ad space on a publisher site that the Advertising Agency/ Ad Buyer can buy to display ads.
  • Add-To-Cart Conversion Rate
    Percentage of website visitors who convert after having added an item to their cart
  • Advertiser
    Company looking to advertise to relevant customers
  • Advertising Programmatic Buying
    Programmatic Display, is online advertising done through the use of softwares (DSPs, SSPs, DMPs) to automate the buying, placement, and optimization of media inventory. By replacing manual methods it allows advertisers to target their audience at the individual level and at scale. Programmatic buying can be done through Real Time Bidding (RTB) or Directly by accessing a specific publisher's ad inventory and buying it at a predetermined price replacing manual methods. It is important to note that Programmatic doesn’t always mean RTB!
  • Banner Ad
    Paid for online image displayed on websites for the purpose of growing brand awareness or to get the user to complete a desired action (buy, signup, register, learn more, etc....)
  • Behavioral Targeting
    Behavioral Targeting it the targeting of audiences based on their online behavior collected through the use of cookies
  • Bidding Algorithm
    A DSP only buys ad inventory that matches the targeting defined by the traders. Using a bidding algorithm the DSP follows the buying rules setup by the traders and calculates what bid is optimal based on as many variables as possible, such as : - Price paid previously for the ad inventory - Is there enough budget available - Was the performance good last time on this site - Time of day - Etc....
  • Bounce Rate
    Percentage of website visitors who leave a website/webpage without any interaction with any portion of the page or site. Average Bounce Rate is usually between 40% & 60%
  • Branding Campaigns
    Branding campaigns are not about getting actions like performance/direct response campaigns but about getting eyeballs/ brand exposure.By this we mean exposing the customer's brand to a large, qualified number of people, whether they are currently in market to buy or not. While the audience will see the ads and it’ll build good influence, it’s not guaranteed to generate clicks or immediate traffic. According to recent reports by Forbes.com, 90% of ad agencies and marketers believe that display ads are a great way to increase branding. Yet only around 25% of display advertising campaigns are considered to be Branding – Most digital is direct response. However, Branding represents 67% of ad spend across other medias.
  • Click-Through Rate (CTR)
    Percentage of people who click on an ad/ CTA/ link compared to the number of times this ad/ CTA/ link was displayed/ shown on screen
  • Conquest Advertising
    Conquest advertising is the practice of targeting your competitors’ in market customers through intent & conquest targeting data. Display advertising, Paid Social and Display Retargeting can be used for conquest advertising but at a fraction of the price of SEM conquesting and with a great Return On Advertising Spend. The idea of “Conquesting” really started with SEM and is a popular PPC advertising tactic. What people often ignore though, is that the same approach can also be used for your Display Advertising campaigns or Conquest Advertising.
  • Conquesting
    Conquesting in SEM consists in using your direct competitors’ brand name or product names as some of your SEM targeting keywords. By doing so, your PPC ads will sneak in front of your competitors’ organic or paid search results and will reach their customers as they are in-market, browsing for your competitors and their products.
  • Contextual Targeting
    Targeting based on the website's content. This targeting approach targets websites or webpages based on their content being relevant to the ad.
  • Conversion
    Predefined action you want your website visitors to perform, such as making a purchase, filling up a form or signing up for a subscription
  • Conversion Rate
    Percentage of website visitors who completed a sale, or desired action, compared to the total number of website visitors
  • Cost-Per-Acquisition
    Amount of money spent in a Marketing or Advertising campaign in order to obtain a conversion, or desired action (acquire new visitor, get a new lead, etc...). It also refers to a pricing model where the solution/service provider is only paid following an acquisition/action/conversion. Usually as a percentage of the value of the sale/acquisition
  • Cost-Per-Click
    Advertiser is charged for each ad/ CTA/ link that is being clicked on. This applies mainly to SEM and Display advertising. Retargeting providers who are paid on clicks are incentivized to only look for clickers who have left an advertisers' website. As a result, frequency caps tend to be loose as the provider is chasing as many clicks as possible, and will serve adverts to a wider audience – and not always the users who are likely to be interested in the products being shown and that is most likely to convert
  • Cost-Per-Conversion
    Amount of money spent in a Marketing or Advertising campaign in order to obtain a conversion, or desired action (acquire new visitor, get a new lead, etc...) - See CPA.
  • Dashboard
    A webpage displaying data, usually of performance or activity, in an easy-to-read format often in graphs or tables
  • Data-Management Platform (DMP)
    A Data-Management Platform (DMP) is a platform that manages & merges all the data collected by a company through cookies (1st party data, customer internal data from CRM systems etc…). The DMP helps a company enrich that data, make sense of it through analysis, and even target specific groups when buying ad inventory.
  • Demographic Targeting
    Demographic Targeting is the targeting of audiences based on their socio demographic characteristics: age, gender, education level, income level, marital status, occupation, etc…
  • Digital Advertising
    Also called online advertising, allows advertisers to reach their target market online, through banner ads, video ads, SEM, Paid Social, Paid search, etc...
  • Digital Marketing
    Digital marketing refers to all Marketing campaigns delivered through digital channels such as websites conversion optimization solutions, cart abandonment solutions, social media, SEO, email, Content Marketing, etc...
  • Display Retargeting
    Display Retargeting increases site conversions by re-engaging non-converting, high intent customers after they left the advertiser's website and browse the internet. Retargeting helps brands stay engaged and top of mind with prospective customers who have demonstrated high intent to purchase – and this as they get closer to a purchasing decision.
  • Dynamic Ads
    Using dynamic ads - through Display Retargeting - an advertiser can show the specific product(s) the prospective customer was looking at, as well as other products the prospective customer could be interested in based on the products he looked at. Dynamic ads can also be used for prospecting campaigns showing specific product(s) prospective customer could be interested in based on criteria such as : -Location -Weather -Sales Trends -Page content -Demographics
  • Engagement
    Any form of interaction, usually in the form of an open, click or conversion, with a digital Marketing or digital advertising solution as well as a website and its content
  • HTML
    Hypertext language embedded in the source code of a webpage which allows it to display text and images
  • Hyperlink
    A clickable link displayed as a word or phrase
  • Impression
    Number of times an ad is displayed on a website - Impressions can be viewed or not.
  • Intent Segments
    Users that are “in-market”,  actively searching within a certain product category – This data is usually taken from ecommerce sites, shopping comparison and lead gen sites.
  • Interaction/ attention
    Interaction/attention is what Marketers/ Advertisers want when advertising, and is key to Branding! It is up to Advertising Agency to target the right people and to buy the quality ad inventory where to serve the ad, but it is also up to the advertiser to provide engaging ads/creatives, and up to the publisher to get the attention of their visitors by making sure that their ad inventory is of quality
  • Interest Segments
    Interest segments are based on users engaging with contextually relevant content, showing their interest in specific subjects or products. e.g. a visit to specific publisher sites, making the visitor falls into a top level interest group. This data is usually collected from publisher sites
  • Keywords
    A word or short phrase that represents the theme of a website or a piece of content. Having your marketing content or web pages tagged with the right keywords is important for your content to come out during searches on Search Engines like Google.
  • Landings
    Number of people who went on the Advertiser's website. Increased traffic/ landings is one of the ultimate performance measurement from a Branding campaign
  • Lookalike modeling
    Define Lookalike audiences by modeling converted users and/or visitor to find the audience segments that are statistically significant or in another words the advertiser's typical customer
  • Native Advertising
    Native advertising offers a powerful way to display paid content/ advertising in front of an audience with minimal interruption. Native ads match both the design and editorial style of the site on which they are placed (they look native to the site’s content.) Native ads are integrated within the website’s in-stream content, instead of side banners or overlays like traditional display ads. Due to their format and placement, native ads offer a great solution to advertise on mobile devices, and offer a high viewability and engagement rate.
  • Organic Search
    Also called "natural" listing, these are Search-Engine results appearing organically on Google (or other engine) based on what keyword(s) was used and relevance. In other words, the listed page appears based on its "merits" not based on the money paid through Paid Search.
  • Pay-Per-Performance
    A pricing model based on the number of conversions or revenue that is the direct result of the product being used
  • Performance campaigns or Direct Response campaigns
    Performance campaigns or Direct Response campaigns try and generate an immediate response/actions from consumers who see advertisements. These type of campaigns are for customers who want to generate purchases/clicks or signups/traffic more than grow brand awareness over time. Retargeting is a great example of a Direct response campaign. These type of campaigns are smaller in scale than Branding campaigns and will use “intent” data more than “interest”.
  • Pixel
    A Pixel is the smallest unit of a digital image used in banner ads. In online advertising, Pixels (or Tracking Pixels) are small blocks of code embedded in banner ads and are used to track online activity and interaction with online advertising or marketing solutions
  • PPC
    A pricing model Ad buyers will charge advertisers, in which they are charged every time an advertisement they've placed on the internet is clicked on
  • Publisher
    Website that produces content and where ad inventory is available.
  • Real-time bidding (RTB)
    Real-time bidding (RTB) is a bidding method by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auctions, similar to financial markets
  • ROAS
    Represents the return on investment from your ad spend. For example if you spend $100 on your ad campaign and make $200 in sales thanks to it, your ROAS would be 2:1
  • ROI
    is the percentage of profit a business gains from a particular investment or campaign. For example if you invest $100 on your SEM campaign and make $200 in sales thanks to it, your ROI would be 100%
  • Search Engine
    A Search Engine is the solution/site used by users to find specific content or websites online by searching relevant keywords. The most famous Search Engines are Google, Bing, Yahoo, etc... The added value of a Search Engine is to provide the most relevant results based on quality of the content, relevance, popularity, etc.... Saving the user a lot of time and effort in finding what they are looking for across millions of websites
  • SEM
    A digital Marketing practice that enhances a website's presence on various search engines, through paid advertisements and organic listings. SEM refers to SEO and Paid Search, but more and more people refer to SEM as Paid Search
  • Social Media
    Websites letting users share content, comments and opinions with their personal or professional network. The most important Social Media sites in terms of traffic are Facebook, Instagram, Twitter and Linkedin. Other sites are Pinterest, Tumblr, Google +, etc...
  • Tag
    Tags help categorize content by classifying a piece of content with a keyword/ topic
  • Unique Visitor
    Represents the number of different people who have visited a website in a given time period; one visit per user is counted
  • Viewability
    Viewability looks at the number/percentage of ads that were seen on screen compared to the total number of impressions. Buying an Ad Impression doesn't guarantee that the Ad will be seen on screen. IAB defines an ad as "viewed" when at least 50% of the ad pixels were on screen for 1 second or more, and 2 seconds for Videos. Metrics such as viewability and interaction rates have become more relevant metrics to the goal of generating conversions. The average viewability rate for a campaign is 45%
  • Webinar
    An online educational video or seminar usually for the purposes of informing the audience