Glossary
A comprehensive dictionary of advertising, marketing, and media terminology.
A
- What is A/B Testing?
- What is Above the Fold?
- What is Above the Line (ATL)?
- What Is Above-the-Fold Advertising?
- What is Account-Based Marketing (ABM)?
- What Is Acquisition Marketing?
- What is Ad Copy?
- What Is Ad Creative?
- What is Ad Exchange?
- What is Ad Extensions?
- What Is Ad Fatigue?
- What is Ad Fraud?
- What is Ad Frequency?
- What Is Ad Hoc Reporting?
- What is Ad Impression?
- What is Ad Inventory?
- What is Ad Network?
- What is Ad Placement?
- What Is Ad Podding?
- What is Ad Rank?
- What is Ad Recall?
- What Is Ad Recall Lift?
- What Is Ad Rotation?
- What is Ad Server?
- What is Ad Targeting?
- What Is Ad Tech?
- What Is Ad Verification?
- What is Ad Viewability?
- What Is Adaptive Design?
- What is Addressable Advertising?
- What is Addressable TV?
- What is Advertiser?
- What Is Advertising Arbitrage?
- What Is an Advertising Campaign?
- What Is Advertising Inventory?
- What Is Advertising Substantiation?
- What is Advertorial?
- What Is Advocacy Advertising?
- What is Affiliate Marketing?
- What is Agency of Record (AOR)?
- What Is Agentic AI?
- What is AIDA Model?
- What is an Allow List in Advertising?
- What is Alt Text?
- What is Ambush Marketing?
- What Is Analysis Paralysis?
- What is Anchor Text?
- What is Anchoring Effect?
- What is App Advertising?
- What Is an Application Programming Interface (API)?
- What Is Artificial Intelligence in Marketing?
- What Is Associative Memory in Marketing?
- What Is the Attention Economy?
- What Are Attention Metrics? Definition and Benchmarks
- What is Attribution Model?
- What Is an Attribution Window?
- What is Attrition Rate?
- What Is Audience Behavior?
- What Is Audience Extension?
- What Is Audience Targeting?
- What Is an Autoplay Video Ad?
- What Is Average Order Value (AOV)?
B
- What is Backlink?
- What Is Bait-and-Switch Advertising?
- What is Bandwagon Effect?
- What is Banner Ad?
- What Is Banner Blindness?
- What is Barriers to Entry?
- What is Behavioral Economics?
- What Is Behavioral Targeting?
- What is Below the Line (BTL)?
- What Is Benchmarking in Marketing?
- What Is Benchmarking in Marketing?
- What Is Bid Price Optimization?
- What is Bid Strategy?
- What Is a Block List in Advertising?
- What is Blue Ocean Strategy?
- What is Bot Traffic?
- What is Bounce Rate?
- What Is Bounce Tracking?
- What Is Brand Activation?
- What Is Brand Affinity?
- What is Brand Ambassador?
- What is a Brand Archetype?
- What is Brand Architecture?
- What Is Brand Association?
- What is a Brand Audit?
- What is Brand Awareness?
- What Is a Brand Brief?
- What Is Brand Building?
- What is Brand Cannibalization?
- What is a Brand Champion?
- What is a Brand Competitive Set?
- What is Brand Consistency?
- What Is Brand Differentiation?
- What Is Brand Dilution?
- What is Brand Dilution?
- What is Brand Equity?
- What is Brand Essence?
- What is Brand Experience?
- What is Brand Extension?
- What is Brand Guidelines?
- What is Brand Hierarchy?
- What is Brand Identity?
- What is Brand Image?
- What Is Brand Integration?
- What Is Brand Lift?
- What is Brand Loyalty?
- What is a Brand Mantra?
- What is Brand Perception?
- What is Brand Personality?
- What is Brand Platform?
- What is Brand Portfolio Strategy?
- What is Brand Positioning?
- What Is a Brand Promise?
- What is Brand Recall?
- What is Brand Recall vs Brand Recognition?
- What Is a Brand Refresh? Definition, Process, and Examples
- What is Brand Reputation?
- What Is Brand Resonance?
- What Is Brand Responsiveness?
- What is Brand Safety?
- What is Brand Salience?
- What is Brand Story?
- What is Brand Stretch?
- What is Brand Tracking?
- What Are Brand Verticals?
- What is Brand Voice?
- What Is a Bumper Ad?
- What Is a Business Model?
- What Is the Business Model Canvas?
- What is Buyer Persona?
C
- What is the California Consumer Privacy Act (CCPA)?
- What is Call to Action (CTA)?
- What Is a Campaign Brief?
- What is Canonical URL?
- What Is Catalog Advertising?
- What Is a Catalog Feed?
- What Is a Category Landscape?
- What is Cause Marketing?
- What Is Channel Mix?
- What Is Choice Architecture?
- What is Churn Prevention?
- What is Churn Rate?
- What Is Click Fraud?
- What Is a Click Stream?
- What is Click-Through Rate (CTR)?
- What is Closed-Loop Attribution?
- What Is Co-Op Advertising?
- What Is Cognitive Bias in Marketing?
- What is Cognitive Dissonance?
- What Is Cognitive Load?
- What is Cohort Analysis?
- What Is Cohort-Based Advertising?
- What is Commerce Media?
- What Is Commitment and Consistency?
- What Is a Companion Ad?
- What is Comparative Advertising?
- What is Competition Win Rate?
- What is Competitive Advantage?
- What is Competitive Analysis?
- What Is Competitive Separation?
- What Is Concept Testing?
- What is Confirmation Bias?
- What is Conjoint Analysis?
- What Is Connected Commerce?
- What is Connected TV (CTV)?
- What is Consent Management?
- What Is a Consent Management Platform (CMP)?
- What Is Consumer Behavior?
- What is Consumer Insights?
- What Is Consumer Psychology?
- What is Content Calendar?
- What is Content Distribution?
- What is Content Marketing?
- What is Content Pillar?
- What Is Contextual Targeting?
- What Is a Control Group in Marketing?
- What is Conversion Funnel?
- What Is a Conversion Path?
- What is Conversion Rate?
- What Is Conversion Tracking?
- What is Cookie (Marketing)?
- What is Cookieless Tracking?
- What Is Cooperative Advertising?
- What is Core Web Vitals?
- What is Cost Per Acquisition (CPA)?
- What is Cost Per Click (CPC)?
- What Is Cost Per Completed View (CPCV)?
- What is Cost Per Engagement (CPE)?
- What is Cost Per Impression (CPM)?
- What Is Cost Per Install (CPI)?
- What is Cost Per Lead (CPL)?
- What is Cost Per Mille (CPM)?
- What is Cost Per Point (CPP)?
- What is Cost Per Sale (CPS)?
- What Is Cost Per Thousand Targeted (CPTM)?
- What is Cost Per View (CPV)?
- What is Cost Per Viewable Impression (CPVI)?
- What Is Counter-Advertising?
- What Is CPx Pricing?
- What is Crawl Budget?
- What is Creative Agency?
- What is Creative Brief?
- What Is Creative Strategy?
- What is Creator Economy?
- What Is Cross-Device Tracking?
- What Is Cross-Screen Measurement?
- What Is a Custom Affinity Audience?
- What Are Custom Audiences?
- What is Customer Acquisition Cost (CAC)?
- What is Customer Advocacy?
- What is Customer Data Platform (CDP)?
- What Is Customer Engagement?
- What Is Customer Feedback?
- What is Customer Journey?
- What is Customer Lifetime Value (CLV)?
- What is Customer Match?
- What is Customer Onboarding?
- What Is Customer Relationship Management (CRM)?
- What is Customer Retention Rate?
- What is Customer Satisfaction Score (CSAT)?
- What is Customer Segmentation?
- What Are Customer Touchpoints?
- What Is Customer Validation?
D
- What is Dark Social?
- What Is Data Analytics in Marketing?
- What Is a Data Clean Room?
- What is Data Management Platform (DMP)?
- What is Data-Driven Marketing?
- What is Dayparting?
- What Is Deceptive Advertising?
- What Is Decision Fatigue?
- What is Decoy Effect?
- What Is Deep Learning?
- What Is a Deep Link?
- What is Demand Generation?
- What is Demand-Side Platform (DSP)?
- What Is Demographic Targeting?
- What Are Demographics?
- What Is a Device ID?
- What Is a Differentiation Strategy?
- What Is Digital Audio Advertising?
- What is Digital Out-of-Home (DOOH)?
- What Is Direct Marketing?
- What is Direct Response Advertising?
- What is Display Advertising?
- What is Diversification Strategy?
- What is Domain Authority?
- What is Drip Campaign?
- What is Dwell Time?
- What is Dynamic Content?
- What Is Dynamic Creative?
- What Is Dynamic Creative Optimization (DCO)?
- What is Dynamic Search Ads?
E
- What is Earned Media?
- What is Economies of Scale?
- What is Effective Frequency?
- What is Email Click Rate?
- What is Email Deliverability?
- What is Email Marketing?
- What is Email Open Rate?
- What is Email Segmentation?
- What is Emotional Branding?
- What is Endowment Effect?
- What is Engagement Rate?
- What is Event Marketing?
- What Is Event Tracking?
- What is Evergreen Content?
- What Is Exclusive Distribution?
- What is Exit Rate?
- What Is an Expandable Ad?
- What Are Expandable Ads?
- What is Experiential Marketing?
F
- What is Featured Snippet?
- What is Fill Rate?
- What Is First Look in Advertising?
- What is First Mover Advantage?
- What is First-Click Attribution?
- What is First-Party Data?
- What is Focus Groups?
- What is Follower Growth Rate?
- What is FOMO (Fear of Missing Out)?
- What is Framing Effect?
- What is Freemium Model?
- What is Frequency?
- What is Frequency Capping?
- What Is a Frequency Discount?
- What Is Frequency in Advertising?
- What Is Full-Funnel Marketing?
- What is Full-Service Agency?
G
- What is Gated Content?
- What Is GDPR? EU Privacy Law Every Marketer Must Know
- What Is Generative AI in Marketing?
- What Is Geo-Targeting?
- What Is Geofencing?
- What is Geotargeting?
- What is Go-To-Market Strategy?
- What is Google Ads?
- What is Google Analytics?
- What is Google Search Console?
- What Are Gross Impressions?
- What is Gross Rating Points (GRP)?
- What is Growth Hacking?
- What is Guerrilla Marketing?
H
I
- What Is an Identity Graph?
- What is Identity Resolution?
- What is Impression?
- What Is Impression Fraud?
- What is Impression Share?
- What Is In-App Advertising?
- What Is In-Article Video?
- What Is In-Banner Video?
- What Is In-Feed Video?
- What Is an In-Market Audience?
- What Is an In-Stream Video Ad?
- What is Inbound Marketing?
- What Is Incrementality?
- What is Index Coverage?
- What is Influencer Marketing?
- What is Influencer Marketing Platform?
- What Is an Infomercial?
- What Is Innovation Adoption?
- What Is the Innovation Adoption Curve?
- What Is an Insertion Order (IO)?
- What Is Institutional Advertising?
- What is Integrated Marketing Communications (IMC)?
- What Is the Interactive Advertising Bureau (IAB)?
- What Is an Interactive Video Ad?
- What is Interest-Based Advertising?
- What Is Internet of Things (IoT) Marketing?
- What Is an Interstitial Ad?
- What Is Invalid Traffic (IVT)?
J
K
L
- What Is Lag Time in Media?
- What is Landing Page?
- What is Last-Click Attribution?
- What is Lead Generation?
- What is Lead Magnet?
- What Is Lead Scoring?
- What Is Lead Time in Media?
- What is Lean Startup?
- What Is Lifetime Value (LTV)?
- What Is a Lift Test?
- What is Link Building?
- What is LinkedIn Ads?
- What Is List Hygiene?
- What is Local SEO?
- What Is Location-Based Marketing?
- What Is a Logo?
- What Is Long-Form Video?
- What is Long-Tail Keywords?
- What Is a Look-Back Window?
- What is Lookalike Audience?
- What is Loss Aversion?
- What is Loyalty Program?
M
- What is Machine Learning in Marketing?
- What Are Made-for-Advertising (MFA) Sites?
- What Is Market Concentration?
- What Is Market Development?
- What is Market Disruption?
- What is Market Penetration?
- What is Market Research?
- What is Market Segmentation?
- What is Market Share?
- What Is a Marketing Algorithm?
- What Is Marketing Analytics?
- What is Marketing Attribution?
- What is Marketing Audit?
- What is Marketing Automation?
- What is Marketing Dashboard?
- What is Marketing Funnel?
- What is Marketing Mix (4Ps)?
- What Is Marketing Myopia?
- What is Marketing Objectives?
- What is Marketing Personalization?
- What is Marketing Qualified Lead (MQL)?
- What is Marketing Strategy?
- What Is a Marketing Tech Stack?
- What is MarTech?
- What is Media Agency?
- What is Media Buying?
- What Is a Media Flowchart?
- What Is a Media Kit?
- What Is the Media Landscape?
- What Is Media Math?
- What is Media Mix?
- What Is Media Mix Modeling?
- What Is a Media Owner?
- What is Media Plan?
- What Is Media Quality?
- What Is the Media Rating Council (MRC)?
- What Is a Media Timeline?
- What Is Media Weight?
- What is Mere Exposure Effect?
- What is Meta Ads?
- What is Meta Description?
- What is Micro-Influencer?
- What Is a Mid-Roll Ad?
- What is Minimum Viable Product (MVP)?
- What Is Misleading Advertising?
- What Is a Mission Statement?
- What Is Mixed Media Modeling (MMM)?
- What Is Mobile Advertising?
- What Is Monthly Recurring Revenue (MRR)?
- What Is MRAID?
- What is Multi-Touch Attribution?
N
O
- What is Off-Page SEO?
- What is Omnichannel Marketing?
- What is On-Page SEO?
- What Is On-Target Percentage (OTP)?
- What is Online Behavioral Advertising (OBA)?
- What Is an Open Auction?
- What Is the Open Internet?
- What Is Opt-In Marketing?
- What is Organic Search?
- What is Organic Traffic?
- What is Outbound Marketing?
- What Is Outcome-Based Advertising?
- What is Outdoor Advertising?
- What Is Outstream Video?
- What is Over-The-Top (OTT)?
- What Is an Overlay Ad?
- What Is Owned Media?
P
- What is Page Speed?
- What is Pageview?
- What Is Paid Media?
- What is Paid Search?
- What Is Paid Social Advertising?
- What is Paradox of Choice?
- What is Pay-Per-Click (PPC)?
- What is Peak-End Rule?
- What is Performance Marketing?
- What is Performance Max?
- What is Permission Marketing?
- What is Personal Branding?
- What Are Persuasion Techniques?
- What Is PESTLE Analysis?
- What is Pirate Metrics (AARRR)?
- What is Pixel Tracking?
- What Is Podcast Advertising?
- What Is the POE Framework?
- What is Point of Sale (POS) Advertising?
- What Is a Point of View Report (POV)?
- What is Porter’s Five Forces?
- What is Portfolio Analysis?
- What is Positioning Statement?
- What Is Post-Click Attribution?
- What Is a Post-Roll Ad?
- What is Post-View Attribution?
- What Is a Pre-Roll Ad?
- What is Predictive Analytics?
- What Are Preferred Rates in Media Buying?
- What is Price Elasticity?
- What Is a Pricing Strategy?
- What is Primary Research?
- What is Priming?
- What is Print Advertising?
- What Is the Privacy Sandbox?
- What Is a Private Marketplace (PMP)?
- What Is Product Bundling?
- What Is Product Development?
- What Is a Product Feed?
- What is Product Life Cycle?
- What Are Product Recommendations?
- What Is Product-Market Fit?
- What is Programmatic Advertising?
- What Is Programmatic Audio?
- What Is Programmatic Buying?
- What Is Programmatic Direct?
- What Is Programmatic Guaranteed?
- What Is Propaganda?
- What Is Prospecting in Marketing?
- What Is Proximity Marketing?
- What Are Psychographics?
- What Is Psychological Pricing?
- What is Publisher (Advertising)?
- What Is Puffery?
- What Is Purchase Intent?
Q
R
- What is Radio Advertising?
- What Is a Rate Card?
- What is Reach?
- What is Reach and Frequency?
- What is Real-Time Bidding (RTB)?
- What Is Real-Time Marketing?
- What is Rebranding?
- What Is Recency in Marketing?
- What is Reciprocity Principle?
- What Is a Recommendation Engine?
- What is Referral Marketing?
- What Are Regulatory Guidelines in Advertising?
- What is Relationship Marketing?
- What is Remarketing?
- What is Reminder Advertising?
- What is Remnant Inventory?
- What Is Reputation Management?
- What Is a Request for Proposal (RFP)?
- What is Responsive Search Ads?
- What Is Retail Media?
- What Is a Retail Media Network?
- What is Retargeting?
- What is Return on Ad Spend (ROAS)?
- What is Return on Investment (ROI)?
- What is Revenue Per Customer?
- What Is Revenue Per Visit (RPV)?
- What Is Rich Media?
- What Is Roadblock Advertising?
- What is Robots.txt?
- What is Run of Network (RON)?
- What is Run of Site (ROS)?
S
- What is Sales Qualified Lead (SQL)?
- What Is Satisficing?
- What is Scarcity Principle?
- What is Scatter Market?
- What is Schema Markup?
- What Is a Scope of Work (SOW)?
- What Is a Search Engine Crawler?
- What is Search Engine Marketing (SEM)?
- What is Search Engine Optimization (SEO)?
- What is Search Intent?
- What is Search Volume?
- What Is Seasonality in Marketing?
- What is Secondary Research?
- What Is Selective Distribution?
- What Is Self-Serve Advertising?
- What Is a Self-Service Advertising Platform?
- What is Sentiment Analysis?
- What is SERP (Search Engine Results Page)?
- What Is Server-Side Tracking?
- What is Session?
- What is Share of Voice (SOV)?
- What Is Shock Advertising?
- What Is a Shoppable Ad?
- What Is Shopper Marketing?
- What is Shopping Ads?
- What Is Short-Form Video?
- What Is a Similar Audience?
- What Is a Site Map in SEO?
- What is Sitemap?
- What Is SKU-Level Data?
- What Is Slice-of-Life Advertising?
- What is Slogan?
- What is Social Listening?
- What is Social Media Impressions?
- What is Social Media Marketing?
- What is Social Media Reach?
- What is Social Proof?
- What Is Soft Sell?
- What Is a Splash Page?
- What Is Sponsorship in Advertising?
- What Is Sponsorship Marketing?
- What is Spot Buy?
- What Is a Stakeholder in Marketing?
- What Is a Standard Ad Unit?
- What Is Stealth Marketing?
- What is Storytelling in Marketing?
- What Is Streaming Media?
- What is Structured Data?
- What is Subject Line?
- What Is Subliminal Advertising?
- What Is a Subscription Model?
- What Is Supply Path Optimization (SPO)?
- What is Supply-Side Platform (SSP)?
- What Is Survey Research?
- What is SWOT Analysis?
- What Is Syndicated Research?
T
- What is Tagline?
- What is Target Audience?
- What is Target Rating Points (TRP)?
- What is Target Region?
- What Is a Teaser Campaign?
- What is Technical SEO?
- What Is a Testimonial?
- What Is Testimonial Advertising?
- What Is Third-Party Ad Serving?
- What Are Third-Party Cookies?
- What is Third-Party Data?
- What Are Third-Party Data Providers?
- What is Thought Leadership?
- What is Through the Line (TTL)?
- What is TikTok Ads?
- What is Title Tag?
- What is Tone of Voice (Branding)?
- What Is Topics API?
- What is Total Addressable Market (TAM)?
- What Is a Tracking Pixel?
- What is Trade Marketing?
- What is Trade Show Marketing?
- What Is a Traffic Sheet?
- What Is a Traffic Source?
- What is Transit Advertising?
- What is Transit Shelter Advertising?
- What Is TV Everywhere?
U
- What Is Unduplicated Audience?
- What Is Unified ID?
- What is a Unique Selling Point (USP)?
- What is Unique Selling Proposition (USP)?
- What Is a Unique Visitor?
- What is the Universal Ad Package (UAP)?
- What is Upfront (Advertising)?
- What Are Upfront Commitments?
- What is Upselling and Cross-Selling?
- What is Usability Testing?
- What is User Acquisition?
- What is User Engagement?
- What Is User Experience (UX)?
- What is User-Generated Content (UGC)?
- What is UTM Parameters?
V
- What is Value Proposition?
- What Is Vertical Integration?
- What Is Video Ad Completion Rate (VCR)?
- What Is Video Ad Serving Template (VAST)?
- What Is Video Advertising?
- What is Video on Demand (VOD)?
- What is View-Through Rate (VTR)?
- What is Viewability?
- What is Viral Coefficient?
- What is Viral Marketing?
- What is Visual Identity?
- What Is Voice Search Optimization?
- What Is VPAID?