A
ACR (Audio Completion Rate)
The percentage of audio ads that are listened to in their entirety. Used as a KPI for audio advertising campaigns to measure engagement.
ACR (Automatic Content Recognition)
ACR means Automatic Content Recognition, which is a tool used with CTV to measure performance.
Ad Exchange
A digital marketplace that enables advertisers and publishers to buy and sell advertising space through real-time auctions. Ad exchanges connect DSPs (demand-side) with SSPs (supply-side).
Ad Fatigue
A phenomenon that occurs when an audience sees the same ad too many times, leading to decreased engagement and lower CTR. Monitoring ad frequency helps prevent ad fatigue.
Ad Frequency
The average number of times a user sees a specific ad. Calculated by dividing the number of impressions by the number of unique users. High frequency can lead to ad fatigue.
Ad Server
Technology that stores and delivers digital advertisements to websites, apps, and other digital platforms. Ad servers also track impressions, clicks, and other metrics.
AdTech (Advertising Technology)
The ecosystem of software, tools, and platforms used to plan, execute, manage, and analyze digital advertising campaigns. Includes DSPs, SSPs, DMPs, and ad servers.
AI (Artificial Intelligence)
AI refers to Artificial Intelligence, which is commonly used in Programmatic to automate and optimise campaigns.
API (Application Programming Interface)
The API acronym means Application Programming Interface. An API allows connection to external applications and data transfer from multiple platforms. This data is gathered in a unified dashboard.
Attribution
The process of identifying which marketing touchpoints contributed to a conversion or sale. Attribution models include first-click, last-click, linear, and multi-touch attribution.
Audience Insights
Analytics tools that provide detailed information about target audiences, including demographics, interests, behaviors, and purchase patterns. Available on platforms like Yahoo DSP.
B
Banner Ad
A rectangular graphic display ad that appears on a website, typically at the top (leaderboard), bottom, or sides of the page. Standard sizes include 728×90 (leaderboard) and 300×250 (medium rectangle).
Bid Request
A signal sent from a publisher’s ad server to potential advertisers indicating that ad inventory is available. Contains information about the user, context, and available ad space.
Billboard Ad
A large format display ad (typically 970×250 pixels). According to IAB standards, an impression is registered only if at least 30% of the ad pixels are seen for 1 second.
Blueprint (Yahoo)
Yahoo DSP’s AI-powered optimization feature that optimizes campaigns in real-time. It shortens the exploration phase, lowers CPM and CPC, and can increase impressions by up to 56%.
Bounce Rate
The percentage of visitors who navigate away from a website after viewing only one page. A high bounce rate may indicate irrelevant traffic or poor landing page experience.
Branding Campaign
An advertising campaign focused on increasing brand awareness and recognition rather than direct conversions. Typically measured by impressions, reach, and completion rates.
C
CAPI (Conversion API)
A server-side tracking method that allows advertisers to share online and offline conversions in real-time. Yahoo CAPI can increase attributed conversions by 30-50%.
CCPA (California Consumer Privacy Act)
The CCPA, or California Consumer Privacy Act, is a law designed to limit the way publishers collect and use user data in California. It’s crucial to learn about this law if you deliver ads in the state of California.
CMP (Customer Management Platform)
A CMP is a Customer Management Platform, a unified database used to manage user profiles and data.
Contextual Targeting
An advertising strategy that displays ads based on the content of the webpage rather than user behavior. Effective for cookieless targeting and brand-safe environments.
Conversion
A specific action taken by a user after seeing an ad, such as making a purchase, filling out a form, downloading an app, or signing up for a newsletter.
Conversion Pixel
A piece of tracking code that fires when a user completes a desired action (conversion). Used to measure campaign effectiveness and optimize for conversions.
Conversion Rate
The percentage of users who complete a desired action after clicking on an ad. Calculated by dividing conversions by clicks and multiplying by 100.
Cookie
A small piece of code stored on a user’s device that tracks browsing behavior and preferences. Types include essential, functional, performance, and advertising cookies.
Cookieless Targeting
Targeting methods that don’t rely on third-party cookies, including contextual targeting, device ID targeting, and first-party data. Increasingly important as cookies phase out.
CPA (Cost Per Action/Acquisition)
A pricing model where advertisers pay only when a specific action is completed. Formula: CPA = Total Campaign Spend ÷ Number of Conversions.
CPC (Cost Per Click)
A pricing model where advertisers pay each time a user clicks on their ad. Formula: CPC = Total Campaign Spend ÷ Number of Clicks.
CPCV (Cost Per Completed View)
The CPCV acronym means Cost Per Completed View, which is the cost that advertisers pay only when a video is viewed entirely by a user. Used primarily for video and audio campaign optimization.
CPL (Cost Per Lead)
The cost to acquire a new lead through advertising. Similar to CPA but specifically for lead generation campaigns. Formula: CPL = Total Campaign Spend ÷ Number of Leads.
CPM (Cost Per Mille)
The CPM acronym stands for Cost Per Mille, which corresponds to the average price of delivering 1,000 impressions. It’s also a billing method often used in Programmatic. Formula: CPM = (Total Campaign Spend ÷ Number of Impressions) × 1,000. Standard pricing model for brand awareness campaigns.
CPRA (California Privacy Rights Act)
The CPRA, or California Privacy Rights Act, is a law passed in 2020 that strengthens the CCPA.
CPV (Cost Per View)
CPV means Cost Per View. This term is mainly used in video campaigns because that’s the average cost per view of a video. It’s used as a billing method; an alternative method would be CPCV.
CRM (Customer Relationship Management)
The CRM acronym stands for Customer Relationship Management, a system used to manage user data and that might be used for targeting purposes.
CRO (Conversion Rate Optimisation)
A CRO is a Conversion Rate Optimisation technique used to increase the percentage of users who take a specific action (=a conversion).
CTA (Call-To-Action)
A CTA is crucial in advertising, this is the Call-To-Action of your ad: click, subscribe, download, etc.
CTR (Click-Through Rate)
The percentage of users who click on an ad after seeing it. Formula: CTR = (Number of Clicks ÷ Number of Impressions) × 100. Indicates ad relevance and engagement.
CTV (Connected TV)
Television sets connected to the internet that can stream digital content. CTV advertising allows programmatic ad delivery on streaming platforms like Disney+, Hulu, and Paramount.
D
Data Management Platform (DMP)
A platform that collects, organizes, and activates audience data from various sources for targeted advertising. DMPs help create audience segments for programmatic campaigns.
DID (Device ID)
A unique identifier assigned to a mobile device. Examples include IDFA (Apple) and GAID (Google). Used for cross-device targeting and attribution in a cookieless environment.
Display Advertising
Visual ads (banners, images, videos) shown on websites, apps, and social media. Common formats include leaderboard (728×90), medium rectangle (300×250), and skyscraper (160×600).
DMP (Data Management Platform)
A centralized platform for collecting, organizing, and activating first-, second-, and third-party data. DMPs help advertisers build audience segments and improve targeting.
DOOH (Digital Out-of-Home)
Digital advertising displayed in public spaces such as billboards, transit stations, and shopping centers. Can be bought programmatically and targeted by location, time, and weather.
Drive to Store
Advertising campaigns designed to increase physical store visits. Uses location targeting, DOOH, and mobile ads with metrics like store visits and foot traffic.
DSP (Demand-Side Platform)
A software platform that allows advertisers to buy digital ad inventory across multiple ad exchanges through a single interface. Examples include Yahoo DSP, The Trade Desk, and DV360.
E
eCPM (Effective Cost-Per-Mille)
eCPM, or Effective Cost-Per-Mille, represents the number of impressions actually paid for while using CPM billing method.
Essential Cookies
Cookies necessary for a website to function properly. Also called “strictly necessary cookies.” They don’t require user consent under most privacy regulations.
F
First-Party Data
Data collected directly by a brand from its customers through owned channels (website, app, CRM). Considered the most valuable and accurate type of data.
Frequency Capping
A limit on the number of times an ad is shown to the same user within a specific time period. Helps prevent ad fatigue and improves campaign efficiency.
G
GDPR (General Data Protection Regulation)
European Union regulation that governs data protection and privacy. Requires explicit user consent for data collection and gives users rights over their personal data.
H
Header Bidding
An advanced programmatic technique where publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers. Increases competition and revenue.
I
IAB (Interactive Advertising Bureau)
An industry organization that develops standards, guidelines, and best practices for digital advertising. Sets standard ad sizes and viewability definitions.
IDFA (Identifier for Advertisers)
Apple’s unique device identifier used for tracking and attribution on iOS devices. Users can opt out of IDFA tracking since iOS 14.5.
Impression
A single instance of an ad being displayed or viewed. The count depends on viewability standards—typically at least 50% of pixels visible for 1 second (display) or 2 seconds (video).
Impression Pixel
A tracking code that fires when an ad is displayed. Used to count impressions independently from the ad server for verification and analytics purposes.
Interscroller
A mobile ad format where a full-screen creative is revealed as the user scrolls through content. Known for high viewability and engagement rates.
K
KPI (Key Performance Indicator)
Quantifiable metrics used to evaluate campaign success. Common advertising KPIs include CPM, CPC, CTR, CPA, ROAS, and conversion rate. Should align with campaign objectives.
L
Lead Generation
Marketing activities focused on capturing interest and contact information from potential customers. Measured by CPL and conversion rate. Part of the consideration phase.
Leaderboard
A standard display ad size of 728×90 pixels, typically placed at the top of a webpage. One of the most common desktop ad formats.
Lookalike Audience
A targeting method that finds new users who share characteristics with your existing customers. Created using first-party data and platform algorithms.
LP (Landing Page)
A LP is a Landing Page in advertising.
M
Machine Learning (ML)
A subset of AI where systems learn from data to improve performance. In advertising, ML powers bid optimization, audience targeting, and creative optimization.
MarTech (Marketing Technology)
Software and tools used for marketing activities including CRM, email marketing, analytics, and content management. Different from AdTech which focuses on paid advertising.
MFA (Made For Advertising)
Low-quality websites created primarily to display ads and generate ad revenue. Characterized by excessive ads, clickbait content, and poor user experience. Should be avoided.
Mid-Roll
A video ad that plays in the middle of video content. Generally has higher completion rates than pre-roll as viewers are already engaged with the content.
N
Native Advertising
Ads that match the look, feel, and function of the media format where they appear. Examples include sponsored content, in-feed ads, and recommended content widgets.
O
O&O (Owned and Operated)
Media properties owned by an advertising platform. For Yahoo DSP, O&O inventory includes Yahoo Mail, Yahoo Finance, Yahoo Sports, and AOL.
Omnichannel Marketing
An integrated approach that provides a seamless customer experience across all channels (mobile, desktop, CTV, DOOH, audio). Differs from multichannel by its unified strategy.
Open Rate
The percentage of email recipients who open an email. Used as a KPI for email marketing campaigns to measure audience interest and subject line effectiveness.
OTT (Over-The-Top)
The term OTT corresponds to Over-The-Top and describes the delivery mechanism for streamed content through a device.
P
PCA (Post-Campaign Analysis)
A PCA is a Post-Campaign Analysis document created to highlight a campaign performance after it ended.
Performance Campaign
An advertising campaign optimized for specific actions (conversions, sales, leads) rather than awareness. Measured by CPA, ROAS, and conversion rate.
PG (Programmatic Guaranteed)
PG stands for Programmatic Guaranteed, a type of bidding used in Digital Marketing. Publishers and advertisers negotiate a price and terms of use for a specific ad inventory.
Pixel
A small piece of code (1×1 image or JavaScript) placed on a website or in an ad to track user behavior. Types include impression, retargeting, and conversion pixels.
PMP (Private Marketplace)
An invitation-only RTB auction where premium publishers offer inventory to select advertisers. Offers brand safety and premium placements at negotiated prices.
POI (Point of Interest) Targeting
Location-based targeting that reaches users who visit specific places like stores, restaurants, or venues. Available on platforms like Yahoo DSP.
PPC (Pay Per Click)
PPC or Pay-Per-Click is a billing method for campaigns using CPC.
Post-Roll
A video ad that plays after video content ends. Generally has lower completion rates than pre-roll and mid-roll as viewers may leave before seeing it.
Pre-Roll
A video ad that plays before video content starts. Common lengths are 6, 15, or 30 seconds. May be skippable or non-skippable depending on the platform.
Predictive Audience
Audience segments created using machine learning to predict future behaviors based on historical data. Can identify users likely to convert, churn, or make purchases.
Programmatic Advertising
The automated buying and selling of digital ad inventory using software and algorithms. Includes RTB, programmatic direct, and private marketplaces.
R
Reach
The total number of unique users who see an ad. Different from impressions, which counts total views including repeat views by the same user.
Retargeting
Showing ads to users who previously visited your website or interacted with your brand. Uses cookies or pixels to identify and re-engage potential customers.
Retargeting Pixel
A tracking code that identifies website visitors for future ad targeting. Allows advertisers to show relevant ads to users who showed interest but didn’t convert.
Rich Media
Interactive ad formats that include advanced features like video, audio, expandable elements, or games. Higher engagement than standard display but more complex to create.
ROAS (Return On Ad Spend)
Revenue generated for every dollar spent on advertising. Formula: ROAS = Total Conversion Value ÷ Total Ad Spend. A ROAS of 3:1 means $3 earned per $1 spent.
ROI (Return On Investment)
The profit generated relative to the cost of investment. Formula: ROI = ((Total Gained – Total Spent) ÷ Total Spent) × 100. Expressed as a percentage.
RSS (Rich Site Summary)
One of the key terms to know in Digital Marketing is RSS: Really Simple Syndication or Rich Site Summary. This is a web feed format allowing users to receive updated content from websites.
RTB (Real-Time Bidding)
RTB corresponds to Real-Time Bidding which is one of the most common types of bidding in Programmatic Advertising. The buying and selling of ad impressions through real-time auctions that occur in milliseconds. Each impression is auctioned individually as a page loads.
S
Sales Funnel
The customer journey from awareness to purchase. Stages include Awareness (top), Consideration (middle), and Decision/Conversion (bottom). Different KPIs apply to each stage.
Second-Party Data
Another company’s first-party data that is shared through a partnership. Provides access to quality data from a trusted source with a direct customer relationship.
SKAN (StoreKit Ad Network)
The acronym SKAN, or the term SKAdNetwork, mean StoreKit Ad Network. It was introduced by Apple in 2018 to facilitate attribution in digital campaigns while preserving user privacy and security on their mobile phone.
SMART Goals
Goal-setting framework: Specific, Measurable, Attainable, Relevant, Time-bound. Used in marketing to define clear campaign objectives and appropriate KPIs.
SSP (Supply-Side Platform)
The SSP acronym stands for Supply-Side Platform, a platform that enables publishers to manage, sell, and optimize their ad inventory. Connects to multiple ad exchanges and DSPs to maximize revenue.
Store Visits
A metric tracking physical store visits attributed to digital advertising. Measured using device IDs, location data, or loyalty programs in Drive to Store campaigns.
T
Third-Party Cookies
Cookies placed by domains other than the website being visited. Used for cross-site tracking and advertising. Being phased out by browsers due to privacy concerns.
Third-Party Data
Data aggregated from various external sources by companies that don’t have direct relationships with users. Purchased from data marketplaces for targeting and insights.
Tracking Pixel
A 1×1 pixel image or JavaScript code that tracks user actions. Also called marketing pixel, web beacon, or tag. Sends data to a server when loaded.
U
Unique Users (UU)
The number of distinct individuals who view an ad or visit a website. Used to calculate reach and frequency. One user may generate multiple impressions.
V
VAST (Video Ad-Serving Template)
A VAST is a Video Ad-Serving Template used to structure tags and metadata in order to deliver a video ad.
VCR (Video Completion Rate)
VCR is a video marketing metric, a KPI, which stands for Video Completion Rate. It measures how many users watched a video from start to finish. Formula: VCR = (Completed Views ÷ Total Video Starts) × 100. Key metric for video advertising campaigns.
Viewability
A metric measuring whether an ad had the opportunity to be seen. IAB standard: 50% of pixels visible for 1 second (display) or 2 seconds (video).
VOD (Video On-Demand)
VOD means Video On-Demand. VOD is a technology used to deliver video content on various devices. The term “streaming VOD” may be used by some publishers to talk about CTV.
VTC (View-Through Conversion)
VTC stands for View-Through Conversion. It happens when a user sees an ad for the first time, does not click on it but converts later.
W
Win Rate
The percentage of bid requests won in programmatic auctions. A low win rate may indicate that bids are too low or targeting is too narrow.
Y
Yahoo Backstage
Yahoo’s marketplace providing direct access to premium publishers like Disney (Hulu, Disney+), Paramount, Spotify, and Roku without third-party intermediaries.
Yahoo ConnectID
Yahoo’s identity solution for tracking and measuring user actions across devices while maintaining privacy compliance. Part of Yahoo DSP’s identity toolkit.
Yahoo DSP
Yahoo’s demand-side platform for programmatic advertising. Features include Blueprint AI optimization, Audience Insights, O&O inventory access, and no ad serving fees.
Z
Zero-Party Data
Data that customers intentionally and proactively share with a brand, such as preferences, interests, or feedback. The most trustworthy form of customer data.