Jargon Buster

A trend in which different hardware devices such as televisions, computers and telephones merge and have similar functions.

A measure of success, or metric, of an online ad when compared to the click-through rate. What defines a ‘conversion’ depends on the marketing objective. It can be defined as a sale or request to receive more information. Ten 'click-throughs' might provide one conversion, for example.

Number of days after exposure where a vendor will attribute visits to a campaign. This can vary by business and category.

A descriptor encompassing a user who is browsing online converting to a paying user, or a user that performs an action of some sort.

When the technology or service does not have any reliance on a web browser’s cookie functionality.

The cost of one rating point in any geographically defined market.

The cost (price) to deliver 1,000 ad impressions on displays in a market.

Refers to the overall costs associated with acquiring one user. This can be calculated by dividing total marketing costs by total number of new users.

A pricing model that only charges advertising on an action being conducted, for example a sale or a form being filled in.