Digital marketing glossary

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Term Definition
In advertising a campaign is a set of media that has a shared themes and ideas to market a specific brand product or concept. An online advertising campaign is simply an ad campaign that focuses only on web and/or mobile media that dictates a buying strategy for purchasing Web or mobile inventory. Most campaigns also include criteria such as a specific start and end date daily or overall budgets frequency restrictions and targeting based on user or inventory data.

Commercial Break Patter

Content delivery network. A CDN delivers static content such as creative image or flash files. Usually CDN providers have servers across the globe configured to deliver content as quickly as possible which is why it's typical for ad servers to rely on them.
cDVR/Cloud DVR

A Cloud DVR replaces the traditional hardware-based DVR in the home. Content is stored in the cloud and can be accessed from anywhere


click log
A server-side log of predefined information gathered when when a user clicks on an ad.
click URL
If a publisher is being paid on a CPC basis and wants to track clicks they can provide click-tracking URL where it is possible to ping them each time a user clicks on an ad. Click URLs can also be used by to record clicks en route to a landing page. See also publisher click-tracking.
click-through rate

See CTR.

In general a computing cloud is a networked group of servers accessible through remote means. In ad tech this usually refers refers to cloud computing infrastructure on which an ad platform of some kind runs. Data or processes existing within such a network is sometimes said to be ''in the cloud''.
connected tv

Connected TV (CTV) refers to any TV that can be connected to the internet and access content beyond what is available via the normal offering from a cable provider. It also refers to devices that use a television as a display and can connect to the internet to access content. 

container tag
See tag container.
contextual data
Information on the contents of the webpage that a user is viewing upon ad call usually used for ad targeting. For example if the user is viewing a newspaper article about travel an airline may wish to display on that page. See also semantic targeting . This is distinct from user data .
When a user signs up makes a purchase or performs some other desired action in response to an ad. Also called an acquisition or action especially to distinguish conversions/acquisitions from clicks in payment methods (CPC vs. CPA).
conversion attribution
See attribution.
conversion funnel
This describes the path a consumer takes from seeing an ad or otherwise hearing about a brand or concept (the broad end of the funnel) to possibly navigating an e-commerce website and finally taking a desired action such as making a purchase (the narrow end of the funnel). In a simplistic example many users see an ad fewer click fewer visit a site fewer purchase. Various stages of the funnel may be used as a proxy for measuring the effectiveness of advertising and funnel events do not need to be linear.
conversion pixel
A pixel that fires when a user ''converts'' by clicking on a ad registering making a purchase or completing another action. Advertisers can place conversion pixels on a landing page registration page checkout pages or elsewhere to track conversions.