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- Above the Fold
The part of a web page that is visible without scrolling.
- Ad Exchange
An ecosystem through which advertisers, publishers, and networks meet and do business on a unified platform or system. An ad exchange allows advertisers and publishers to speak the same language in order to exchange data, set prices, and ultimately serve an ad.
- Ad Network
A company that serves as a broker between a group of publishers and a group of advertisers. Networks traditionally aggregate publishers and advertisers and handle remnant inventory, but can have a wide variety of business models and clients.
- Ad Server
The computer or group of computers responsible for the actual serving of creatives to websites, or for making decisions about what ads will serve. An ad server may also track clicks on ads and other data. Major publishers, networks and advertisers sometimes have their own ad servers.
A free program run by Google for bloggers and website publishers to earn money by displaying targeted Google ads on their sites.
- Affiliate Marketing
A way of making money online by selling or promoting other businesses products or services.
Marketing analytics is the measurement, collection, analysis and reporting of data for purposes of understanding and optimizing strategies and campaigns.
- Anchor Text
Anchor text is the visible characters and words that hyperlinks display when linking to another document or location on the web.
A documented interface that allows one software application to interact with another application.
An abbreviation for application software.
When a user signs up, makes a purchase, or performs some other desired action in response to an ad. Also called a conversion or action. See also CPA.
An ad management tool and ad server owned by Facebook as of February 2013 (previously owned & operated by Microsoft).
Business to Business
Business to Consumer
Internet search engine that finds and organizes information. Run by Microsoft.
A website on which an individual, group, business record opinions, observations, information, etc. on a regular basis. Blogs may be set up either private or public.
Saving the address of a website or item of content, either in your browser, or on a social bookmarking site like StumbleUpon, del.icio.us, Digg, Reddit, etc.
- Bounce Rate
The rate at which a visitor clicks away from your page without converting.
Information shared internally and/or externally. It may be in the form of websites, blogs, white papers, presentations, videos, podcasts, chats, newsletters, hangouts, status updates, etc
- Conversion Rate
The number or percentage of recipients who respond to a call-to-action in a given marketing campaign or promotion. This may be measured as conversion in sales, phone calls, appointments etc.
Cost Per Action or Cost Per Acquisition
Cost per thousand
An ad management tool and server created by DoubleClick and operated by Google.
Direct Message. Mainly used in reference to messages sent in private between two Twitter users.
Domain Name System
An online social networking site where users can share their lives and keep up with lives of others online.
Federal Communication Commission. Regulates interstate and international communications by radio, television, wire, satellite and cable.
Internet search engine that finds and organizes information. Run by Google Inc.
Global Positioning System which uses satellite-based navigation.
A tag “#” used on primarily on social networks such as Twitter, Instagram, and Facebook as a way to annotate a word of phrase in comment, tweet, description, etc. Hash-tagged words or phrases are searchable and can be used to identify trends and users of the term.
A person or group of people who possess greater than average potential to influence due to attributes such as frequency of communication, personal persuasiveness or size of and centrality to a social network, among others.
- IP Address
Internet Protocol address. A numerical label or identifier assigned to devices attached to a computing network to route messages.
Key Performance Indicator
Search Engine Optimization
Search Engine Results Page
Uniform Resource Locator is the unique address of any web document.
- URL Rewrite
Technique used to make URLs more unique and descriptive for better indexing by major search engines.
This term define how much a website, application or device and its functionality is user friendly.
- User Agent
Identity of a web site visitor, spider, browser, etc.
User experience, the effects when customers come into contact with your organization (including web content, product or service).
Extensible Markup Language – a data delivery language.