Glossary

Fraudulent clicking on pay-per-click ads to increase revenue or exhaust a competitor’s advertising budget.

A metric that measures the percentage of users who clicked on an ad out of the total who viewed it.

An ad that complements a primary ad, often displayed alongside video or audio content to reinforce messaging and increase engagement.

Televisions that are connected to the internet, allowing viewers to stream digital content and enabling advertisers to deliver targeted ads.

Serving ads to users based on the content of the webpage they are viewing, rather than their individual behavior or demographics.

The desired action a user takes after being exposed to an ad.

A snippet of code placed on a webpage that tracks user actions to measure the effectiveness of advertising campaigns.

The percentage of users who complete a desired action (like making a purchase) after clicking on an ad.

The process of monitoring and analyzing users’ actions after interacting with a digital advertisement.

A small data file stored on a user’s computer by a website to remember preferences and track online activity.

A process that allows different ad tech platforms to match their unique user identifiers, enabling better ad targeting.

Techniques used to track user behavior without relying on traditional browser cookies, often using alternative identifiers or contextual data.

A pricing model where advertisers pay when a user completes a specific action (like a sale or sign-up).

A pricing model where advertisers pay each time a user clicks on their ad.

A pricing model where advertisers pay each time a video ad is viewed, often used in video advertising.

The cost of serving 1,000 ad impressions; a standard pricing model in digital advertising.

The ability to identify and track a single user across multiple devices, like smartphones, tablets, and desktops.

A system that consolidates and manages customer data from multiple sources to create a unified customer profile.