A pricing model that only charges advertising on an action being conducted, for example a sale or a form being filled in.
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.
The monetary amount paid by an advertiser for a click on their sponsored search listing (see Pay-per-click (PPC)).
Using data to find out a customer’s specific interests and characteristics which could be used for future targeting.
The difference in campaign reporting numbers for key measurements such as impressions and clicks between multiple adservers.
Digital rights management involves a set of technologies used by publishers and media owners to control access to their digital content. Access can be limited to the number of times a piece of content is accessed from a single machine or user account; the number of times access permissions can be passed on; or the lifespan of a piece of content.
An advertising technology platform which allows marketers to manage their online media campaigns by facilitating the buying of auction-based display media and audience data across multiple inventory and data suppliers in a centralised management platform.
Advertising units that are displayed in set spaces on a publisher’s page. See also banners, skyscrapers, button.
Geo-targeting is the method of determining the geolocation of a user and delivering different content based on his or her location.
This set of standards was developed by the European Telecommunications Standards Institute (ETSI) and describes the protocols used in the second-generation of mobile devices, such as tablets. It has become the global standard for mobile communications.
HyperText Markup Language, the set of commands used by web browsers to interpret and display page content to users.
Metric for counting the number of times users have viewed a particular element (such as an ad) on a desktop website, mobile website or app or an image embedded within a text message such as a mass-market email.
The use of a broadband connection to stream digital television over the internet to subscribed users. IPTV services are classified into groups such as live television, time shifted media and video-on-demand (VOD).
An IP address is a unique number assigned to each device upon connecting to the Internet. An IP address can be dynamic, meaning it changes over time, or it can be static, meaning it does not change.
A range of services that are provided to mobile subscribers based on the geographical location of their handsets, e.g. local deals and sat nav.