CTA, CPA, D2C, B2B, CPM… can you speak plain English instead of digital, please? Your brain might endlessly spin from all of these buzzwords & acronyms that circulate around the digital marketing world.
IRL (in real life), we live in a world where things constantly change. We shorten and abbreviate throughout our daily speech. Did you know that “Okay,” “k,” and “kk” all have completely distinct connotations when used in text messages? Whoa, what? The more formal response “okay” can seem stern or scornful, especially when used with a period. The most “acceptable” reaction is “kk,” which stands for “got it” or “Gotcha” and also has a nice appearance. However, “Ok” or worse, just “K,” which I frequently use in texts with my kids since I found it endearing, is actually “offensive”. It is regarded as impolite and is virtually equivalent to blowing someone off. Who knew taking just one letter could have such an impact? There is still much to discover.
Lest I veer too far from the subject at hand, digital buzzwords & acronyms, however ridiculous, are actually similar to the way we speak in everyday life.
However, if you’re worried about your digital marketing experts getting ahead of you with terminologies, then this article is your best quick fix. In this article, I’ve outlined the terms that will keep you updated and ahead of the game so you can feel more in control of the situation.
This digital terminology ‘cheat sheet’ is a guide to help you work in sync with your digital marketing team, providing a shared fluency to build trust and communicate better.
A brand (merchant) collaborates with affiliates in affiliate marketing to sell their name, goods, services, and other things. The affiliates include content producers, bloggers, blogs, coupon deal sites, etc.
Affiliates are compensated as a percentage of each sale made through their website. Their support is comparable to influencer/endorsement marketing, in which the influencer is typically compensated with a set fee to promote the business. Additionally, the influencer might receive complementary goods in exchange for their endorsement.
Links are traced directly to a page on your site from other websites. Backlinks are also referred to as inbound links since they show traffic coming from other websites to your own.
Backlinks are seen as a sign of how well-liked your website is by consumers. So the amount and quality of your backlinks might help you rank better on Google.
Geo-targeting vs Geo-fencing
These phrases, though frequently misunderstood, refer to two quite different approaches to aiming. The geographic area (“Geo”) you wish to see your adverts in is known as geotargeting. Typically, this is a zip code or a broad radius surrounding a certain place, city, state, etc. We also include behavioral targeting in this bigger region.
Geo-fencing is a TIGHT RADIUS (often less than a mile) surrounding a specific area, with no behavioral categories added. It can be as small as 500 feet or.1 mile.
Artificial intelligence (AI) is regarded as a subfield of computer science. It is the theory and application of computers replicating and imitating human behavior in a variety of domains.
These domains include voice and image search, decision-making, language interpretation, translation, etc. Since artificial intelligence has a long history, the idea is not new, and some applications of AI, like robotics, are now commonplace. But the reality that the tech has become more widely available and reasonably priced is what has contributed to the recent spike in the use of AI.
Developers may now easily become up to speed. They apply AI without having to have a deep understanding of machine learning. Thanks to the open-sourcing efforts of cloud computing behemoths like Amazon and Google.
A tracking pixel is a small piece of code that is added to a website and enables the website owner to collect data about website visitors. This data includes information about their browsing habits, the types of ads they click (to identify behaviors), their device and browser information, their IP address, and whether they convert or see retargeting ads.
Tracking pixels are added and managed via container tags. Our Container Tags often contain many pixels.
Pixel vs Cookie? What is the difference?
Tracking pixels and cookies are frequently used in tandem because of their similarities. These two programs can be employed to monitor user behavior and online activity on many websites. They could also be utilized for comparable marketing objectives, such as delivering advertisements depending on user information.
Cookies and tracking pixels differ in how and where information is stored and delivered. Cookies are stored in a user’s browser, such as Firefox or Google Chrome. Users have the option to block cookies or remove their cookies, and they cannot track users throughout their devices.
A technological platform is known as an ad exchange. It buys impressions from publishers and ad networks and then sells them to advertisers. Advertisers have two options for accessing ad exchanges: directly from the exchange or through a demand-side platform.
Through our demand-side platform (DSP) partners, we operate with approximately 444 Private Marketplaces (PMPs) as well as 1385 Ad Exchanges.
Demand Side Platforms, or DSP
A technological platform that gives buyers the ability to manage, buy and optimize programmatic inventory from several supply-side platforms (SSPs) and ad exchanges through a single interface.
Real-time bidding and programmatic direct deals are also options for purchasing inventory. Whether a publisher has a contract with an ad exchange or DSP to offer their inventory, Vici leverages a variety of DSPs to provide us access to any inventory we desire. That’s preferable to having just one DSP since it allows us to remain technology agnostic and spread our financial risk.
SSP/Supply Side Platform
An advertising technology (ad tech) platform called a supply-side platform (SSP) is used to control and coordinate the production and supply of ad inventories. It is also sometimes known as a sell-side platform. Publishers and owners of digital media use SSPs to sell advertising space.
Real-time bidding (RTB) in programmatic advertising is facilitated by SSPs. It allows publishers to maximize yield by concurrently linking their inventory to several ad exchanges and request platforms (DSPs).
The practice of buying media with automated technology. Digital advertisements can be placed in a variety of ways using programmatic advertising. Real-Time Bidding, Private Marketplaces (PMPs), and Programmatic Direct Purchasing are some of its components.
Real-Time Bidding, or RTB
Advertisers can make real-time bids for particular display ad spots through (RTB). Real-Time Bidding is an automated procedure. Although RTB is a programmatic procedure, it’s not like all programmatic advertising uses RTB technology.
Only those who have been invited by an advertiser can enter the secret marketplace. The best publishers (websites and apps) typically do this and sell their ad content to the highest bidders among all the chosen advertisers with whom they have agreements. This allows access to material not accessible on public auctions and premium membership at a reduced price.
Except for the fact that marketers and publishers settle on particular inventory based on a predetermined CPM, it is quite similar to the private marketplace approach (Cost Per Thousand). There is no bidding procedure involving other publishers because the CPM is fixed.
At Chasing Nectar, we integrate with the best third-party data sources, like BlueKai, Eyeota, Factual, Lotame, and Oracle, giving us access to practically any audience we wish to target. The ad stock we bid on is overlaid with this data.
Third-party data is vanishing, right? No, it won’t disappear. Rather than only using cookies for targeting, third-party data providers gather information in a variety of methods. Third-party data includes census figures, credit cards selling them purchase information, public records, mailing lists, and magazine subscription lists sold to data firms. These are unrelated to cookies from third parties.
Cookies from third parties ARE being taken out. Firefox and Safari already block them. In 2023, Chrome will start to block them. To replace cookies, which provide greater privacy, other tracking technologies are being tested.
Some companies may claim that the fact that they exclusively utilize our first-party information is preferable. However, it isn’t any better. It simply means that the only data they are aware of concerns their users and members.
Tracking pixels (code) that collect data on website visitors and then transmit it to another business. OR, to put it another way, it is data about a customer that is collected by websites apart from the one you’re presently viewing. Third-party cookies are used, for instance, in retargeting and conversion tracking.
Not every one of our products makes use of outside data. First-party data on users has been gathered by smartphone conquesting, OTT with on-site visit tracking, Facebook and Instagram, Amazon Targeting (display, video, and OTT), and other companies.
Tracking pixels (code) that are employed by the site (or app) that the customer is on and contain information on a website visitor. A first-party cookie is used, for instance, when your username and password are automatically filled up since you instructed the site to save your login details.
For instance, a website publisher (or app) may continue to gather behavioral information about its users, such as what they click on and what material they engage with. But these websites are not permitted to SHARE that information with other businesses without the consumers’ approval.
Business profile on Google
Google My Business’s new name. Businesses can log in to this web dashboard and provide Google with information about their operation. This data is used by Google to power knowledge representation, Google Maps, and search results. Google will discontinue the web dashboard sometime in 2022, at which point businesses can update their information directly on their Google listing or Google Maps.
Streaming services like Tubi, Pluto, YouTube, and Crackle that offer video on demand (VOD) make money by interspersing advertisements with their content.
The platforms are therefore free for users to access. In-between the material are ads. In other words, AVOD is when you watch a streaming program for free. This is our selection of OTT.
SVOD stands for subscription video on demand and refers to streaming services like Netflix, Disney+, and Discovery+ that offer material that must be accessed through a paid subscription and usually (but not always) lacks advertisements.
When watching the same TV show on IP-connected TVs and set-top boxes from cable companies or satellite providers, separate ad content is served to different audience segments (Comcast, DIRECTV, and Dish). Only the subscription data that the company has direct exposure to is used for targeting.
Linear TV A viewer must select (or DVR) a particular channel on television at the scheduled time to see a show. Viewers can access linear TV through over-the-air broadcasts, cable, or satellite services. Essentially, the manner we ALL watched TV before streaming was invented many years ago.
With iOS 14.5 and later, App Tracking Transparency was made available for Apple mobile devices. Apps must get users’ consent before tracking data and sharing it with other sites and third parties (but not websites).
A collaborative, open-source initiative to create technology to substitute third-party cookies with different tracking techniques that protect one-to-one privacy, was introduced by Chrome in 2019. More than 30 ideas have been tried or are being explored.
Users of the Safari browser will no longer see their IP address when browsing. Apple will accomplish this by rerouting server requests that hide the headers and IP addresses used to identify them. This upgrade prevents a client from sending email marketing messages that are geographically tailored.
Apple Mail Privacy Protection
The Apple Mail privacy protection prevents precise tracking of Apple Mail customers’ open rates. When an email is received by Apple Mail, as opposed to when it is opened, script and coding data are preloaded.
It will be not possible to determine whether more individuals are reading your emails, even though open rates will appear to be considerably higher.
Hide My Mail
When communicating with businesses, such as filling out a form, users of Apple iOS 15 or above can establish a “disposable” email account. This is essentially a fictitious email account that will forward messages to the actual one while shielding the sender’s company from learning or validating the recipient’s true address.
Secure websites have an SSL Certificate, which ensures that all data transferred among web servers and clients is secured. Any data a user enters on a non-secure website, such as their name, address, or credit card information, is not secure and is vulnerable to theft. HTTPS:// indicates that the website is secure. The client’s website needs to be secure to execute an Amazon campaign.
Utilize tracking pixels on adverts, websites, and applications to gather information from online advertising campaigns.
HTML5 advertisements (also known as Rich Media) can incorporate graphics, animation, video, sound, and user interaction in addition to flat images and text. These kinds of adverts are not accepted by all ad exchanges.
Video Cassette Recorder, or VCR NO. Video Finishing Rate. What proportion of the video advertisement was viewed? 25%, 50%, 75%, and 100%. Chasing Nectar provides this information in our monthly reports.
Key performance indicators are measurable objectives that assist a marketer in monitoring and evaluating progress. It ought to gauge what matters most to a marketer. Conversions are a better KPI than clicks.
the procedure used by advertisers to ensure the safety, openness, and accountability of their digital media and advertisements. To maximize viewable and legitimate (fraud-free) impressions, they make sure their ads are presented in brand-safe settings. This is accomplished by showing the proper advertisements to the proper audience at the proper time and in the proper context.
Cost per click/action, or CPC
Now of paying for each ad impression delivered, the advertiser instead charges when the people click (Cost per click) or does another action, such as converting on a click or seeing a page (Cost per action). It is calculated by dividing the overall cost of an advertising campaign by the number of clicks.
CPI, or cost per inquiry, is a marketing indicator that is calculated by dividing the total cost of advertising by the number of inquiries (or leads) received.
One company, for instance, spends $2,000 a month on an advertising campaign. The campaign generates 100 calls or signup submissions. CPI stands at $20.
What makes a high CPI? Depending on how much your customer is selling for.
No, we are not discussing accountants in this situation. The cost of acquiring one paying customer as a result of an advertising campaign is measured by the marketing metric known as CPA (Cost Per Acquisition). It is calculated by dividing the entire campaign ad spend by the number of clients who have made purchases.
For instance, your Cost Per Acquisition would be $250 if you paid $2,000 per month and acquired 8 new clients.
Describe a decent CPA. Depending on how much you are asking for your products. The range for averages is $200 to $1,000.
Customer Lifetime Value, or CLTV (sometimes known as CLV), is the sum of a customer’s profits throughout their engagement with the company. It is calculated as Average Transaction Size × Transaction Volume x Retention Period.
For instance, the CLTV would be $6,000 if the average transaction was $500, the typical client made 4 purchases per year, and the average consumer stayed for 3 years (500 x 4 x 3)
This figure will be used by advertisers to establish what a reasonable cost per acquisition is.
A marketing metric called ROAS, or yield on advertising spend is calculated by dividing the entire amount spent on advertising by the revenue it generated.
One company, for instance, spends $2,000 a month on an advertising campaign. The campaign generates $10,000 in income. The ROAS is therefore 5 to 1 (or 500%) because $10,000 divided by $2,000 equals $5. The corporation makes $5 in revenue for every $1 it invests in its advertising campaign.
Convert digital video signals into TV signals and connect to TVs for internet access. Examples include the video from Netflix, Hulu, and other providers that are converted into TV signals by Apple TV, Fire TV, Android TV, and Roku boxes.
A set of calculations for machines that learn and modify themselves over time is called an algorithm. This information is used to better analyze and produce more successful digital advertising strategies.
Point of Attribution
This is also known as “last point of attribution,” “last touch,” or “last click.” It was the final action before conversion. If used, attribution models ought to be multi-touch.
Say someone decides to visit Tom’s Bakery after viewing a video advertisement for it. He had forgotten the address. He searches for Tom’s Bakery on Google and clicks a PPC ad on the results page to visit the client’s website and the Contact Us page. Even though the user’s attention was piqued by the video advertisement, the PPC campaign would still receive credit for that conversion.
Urchin Tracking Module (UTM) codes are short pieces of code that are appended to a URL and are used to track the success of digital marketing initiatives. They are also utilized to identify particular sources of website traffic. UTM codes must at the very least contain the campaign name, the medium, and the traffic source. These codes relay data to the advertiser’s Google Analytics account.
The tracking with UTM Codes can be excellent, but it’s not flawless. Make sure to do your homework on how these might fit into your digital marketing and any potential inconsistencies.
Using these terminologies with your digital marketers makes it simpler to speak with anyone in the field. While some acronyms can save you a ton of time, others, like affiliate marketing, truly are meant to be used as is.
If you are unable to memorize them all, don’t worry. Not everyone needs to be familiar with them, and some of them may not even apply to your line of work.