Cross-device tracking refers to technology which enables tracking of users across multiple devices, such as smartphones, tablets, and personal computers. Advertisers use this technology to understand the cumulative effect of their marketing activity across multiple different digital touchpoints.
The ability to show multiple ads in a single location, varying the treatment displayed on each new page load and/or within a single page load. Ads are generally rotated to either avoid consumer wear-out or as a part of ad optimisation and testing.
The method for recording campaign delivery metrics between adservers. Third party adserving tags or 1x1 tracking pixels are commonly used to track this data.
When a web site owner or publisher displays an advertisement (such as a promotional link) on its site for a brand or merchant and is paid for the performance of the advertisement, this is known as affiliate marketing. Affiliate marketing activity generates large amounts of online sales in the UK and worldwide.
A website or computer application that pulls together information from diverse sources. There are different types of aggregators, in the advertising industry, these notably include content, data, news, social media, and/or video aggregators.
A set of rules established for making a calculation. Online, algorithms are commonly used to determine the listings shown via search engines and for automated methods of ad trading and delivery.
The words forming a text-based hyperlink in web content. In terms of best practice for user experience and for search engine optimisation (SEO), the anchor text should accurately reflect the content users will find if they click on the hyperlink.
In the past, software was frequently stored on a physical medium and uploaded directly to specific machines. Instead, computer services and software can be hosted by a given vendor, or ASP, and accessed by clients via the internet.
Also known as “churn rate,” this can be used to reflect the percentage of consumers who abandon each stage of the purchase process, from exposure to an ad to the point of conversion or, for subscriber-based business models, the percentage of customers who stop using the product or service. This percentage is an important part of evaluating the return on marketing investment and/or customer lifetime value modelling.
The transmission rate of a communication line - usually measured in Kilobytes per second (Kbps). This relates to the amount of data that can be carried per second by an internet connection. See also Broadband.
A form of online marketing that uses advertising technology to target web users based on their previous behaviour. Advertising creative and content can be tailored to be of more relevance to a particular user by capturing their previous decision making behaviour, for example, filling out preferences or visiting certain areas of a site frequently.
Bluetooth is a wireless technology for exchanging data over short distances via computers, smartphones and digital cameras, using radio waves.
When a streaming media player saves portions of file until there is enough information for the file to begin playing.
Taking a snapshot of each page visited as the web is crawled. These are stored and used as a backup if the original page is unavailable and to reduce server lag for the browser requesting the page.
Cache memory is used to store web pages users have seen already. When users re-visit those pages they load more quickly because they come from the local cache and don't need to be downloaded over the internet again.
The primary action an advert encourages people to take, such as opting-in to a consent request, getting a discount or buying something on the back of a digital advertising campaign.
A form of advertising which is particularly common in newspapers and online which may be sold or distributed free of charge. It is generally grouped under headings classifying the product or service being offered (headings such as Auto, Clothing etc) and is grouped entirely in a distinct section away from display advertising. Display advertising typically contains graphics or other art work and which is more typically distributed throughout a publication adjacent to editorial content.
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.
