Online marketing definities

Marketingtermen en online marketing begrippen die veel worden gebruikt in het vakgebied en op deze website.

Klik op een onderstaande letter waarmee het begrip begint om de definitie en uitleg hierbij te lezen.


Ad audience: The number of unique users exposed to an ad within a specified time period.
Ad banner: Ad banners (also known as banner ads) are one of the most dominant forms of advertising on the internet. Banner ads are a form of display advertising that can range from a static graphic to full motion video or rich media. The iab frequently updates their ad guidelines in order to assist creators and buyers of banner ads. Compared to offline forms of display advertising, banner ads allow for several enhanced types of targeting. Including geo-targeting, dayparting, and various types of behavioral targeting.
Ad blocker: Software on a user’s browser which prevents advertisements from being displayed.
Ad click: The user activity of pressing a navigation button or hitting the enter key on the keyboard on an advertisement unit on a web site (banner, button or text link).
Ad Exchange: The platform on which impressions from publishers are connected with advertisers’ campaigns. The platform makes online bidding and selling of media possible.
Ad Extensions: An AdWords feature that shows additional information in your ads such as your business’ location, phone number, business ratings, and links to your webpage. Manual Extensions: App Extension Call Extension, Location Extension Review Extension Sitelinks Extension Callout Extension.
Ad Group: The structure that contains one or more ads and a target set of keywords for Google Search, and a target set of placements for Google Display.
Ad Rank: The formula Google created to determine your ad’s position in the search results. [Formula] Ad Rank = Your Max CPC Bid x Your Quality Score. Sitelinks and use of other extensions are also factored into this equation
Ad Relevance: An indicator that lets Google know how closely related your keywords are to your ads and website landing page. Google’s Quality Score values Ad Relevance above anything else. Make sure your keyword is featured in your ad text and is somewhere on your website landing page to increase Ad relevance and thus Quality score.
Ad server: is a Web server that stores advertising content used in online marketing and delivers that content onto various digital platforms such as Websites, social media outlets and mobile apps. An ad server is merely the technology in which the advertising material is stored and is the means of distributing that material into appropriate advertising slots online.
Ad tag: An ad tag is a snippet of code on a website that communicates with ad servers to make the
correct digital ad appears on a web page or in an app.
Ad Tracking: Ad tracking refers to a method for recording campaign delivery metrics between ad servers
Ad Trafficking: The process for setting up ads in the ad server so that when an ad request is made to the ad server, the ad is delivered to the publisher.
Ad Words API: The piece of technology that lets advanced AdWords users build software applications to interact with and make changes to their campaigns. To use the AdWords API, you will need a My Client Center account and a developer token. API stands for Application Program Interface
Analytics: A free tool Google created to help you better understand the types of customers that visit your website, how much time they spend there, where they come from, and other important metrics that AdWords cannot provide in as much detail.
Automatic Bidding: The bidding strategy that lets Google automatically adjust your maximum bids across keywords. This is a good option for advertisers that are willing to give up a little control to free up some time.
Adserving: The act of calling ads from a centralised server (the ad server) and delivering them to a user’s web browser.
Agency Trading Desk: This is the part of a media agency responsible for and specialised in the buying of media via a DSP, and where impressions and audiences are optimised by making use of automated trading. Trading Desks not linked to an agency are called Independent Trading Desks.
Audience Segments: Refers to the grouping or segmenting of audiences beyond standard demographics such as age, gender and income. For example, audiences can be segmented by:
• Location (e.g. postcode, proximity to a store)
• Behaviour (e.g. fashionista)
• Attitude (e.g. early technology adopter)
• Intention (e.g. travel intender)
• Ownership (e.g. dog owner)
• Lifestyle (e.g. gym junkie)

Blacklist: This is a list of blocked items, terms or URLs to be used when an advertising campaign is delivered
Bounce Rate: The rate of visitors to your website who leave without visiting more than 1 page of your site.
Broad Match: The keyword setting that allows your ads to be triggered when any type of similar variation, synonym, or phrase is searched. It will have the largest reach (impressions) compared to all other match types but will be far less targeted.
Broad Match Modifier: The keyword setting that will give you reach (impressions) similar to broad match keywords, but also give you more control over who you are serving your ads to. They tell Google certain words in your keywords phrase need to be present in the search term of your customers. Broad match keywords are indicated by a ‘+’ sign.

Callout Extensions: Additional text that appears with your ad that calls out some piece of value for your customer. Basic examples of Callouts include: 24/7 Support, Free Shipping, and Cancel Anytime. Call-outs are not clickable
Clickthrough Rate (CTR): The percent of people that click on your ad after viewing it. The formula to determine your CTR is the total number of clicks divided by the total number of impressions.
Conversion Rate: The average number of conversions you will see per click on your ad.
Conversion Tracking: The method of tracking the important actions your customers make (sales, sign-ups, etc.) that come as a result of Google AdWords ads.
Cookies: This is a message containing information about a user that is sent by a web server to a browser and then sent back to the server each time the browser requests a web page from that server. That way, the server collects valuable information about the user.
Cost per Click (CPC): The price you pay Google each time someone clicks on your ad.
Cost per Completed View (CPCV): Cost per Completed View (CPCV) The price an advertiser pays every time an online video ad runs through to completion. cost per completed view (CPCV) can be used as a measurement of inventory efficiency, or as a currency for trading video.
Cost-per-thousand Impressions (CPM): The price you pay Google every time your Display ad sees 1,000 impressions.
Cost-per-view (CPV): The price you pay Google every time someone views one of your video ads.
Customer ID: The unique number that’s assigned to your Google AdWords account. It’s a 3-part number that can be found on the top right corner of your AdWords .
Custom Audience: A Custom Audience is created from a larger customer list and can be based on behavioural, location or demographic data depending on the response required.

Data: Information about consumers that includes, but is not limited to, buying behaviour, personal interests or psychographics. Data can be owned by an advertiser or sourced from external providers.
Demand Partner: An entity such as an advertiser, an agency or a trading desk that buys the inventory of a publisher.
Demand Side Platform (DSP): A technology platform that allows buyers of digital advertising inventory to manage multiple ad exchanges and data exchange accounts through one interface.
Display Network: One of the internet’s largest content networks. It contains more than a million websites and apps that can serve your ads
DMP: Data Management Platform. This is a data warehouse: a piece of software that collects and stores information and splits it in a way that is useful for marketers, publishers, etc. It allows them to control their own first-party audience and campaign data and compare it to third-party audience data.
DSP: Demand Side Platform. This is a platform through which the advertiser can buy impressions via the Ad Exchange.
Dynamic Ad Insertion (DAI): The ability to place a particular advertisement within a video stream to target an individual depending on its audience segment requirements. DAI is often a component of addressable advertising.

Facebook custom audience: This is a targeted advertising service that allows businesses to import user e-mail addresses for retargeting on the social media platform. Custom Audiences are an effective way for online businesses to interact with relevant users across multiple channels.
First Party Data: First party data is company-owned data about consumers that is collected by companies through their interactions with consumers.
Floor Price: The price that is set by the publisher as the minimum for that impression.
Frequency: Definition from Google – “the average number of times a unique user sees your ad in a position of “1” over a given time period”. Google will, by default, continue to show your ad even if a user has seen it before. *Note* an ad is counted as viewable/impressionable when 50% or more of the ad shows for one second or longer for display ads and two seconds or longer for video ads.
Frequency Capping: a feature that lets you control the number of times your ad appears to the same person on the Display Network

Geo-Targeting: See Location Targeting

Impressions (Imps.): a core performance metric that tells you how many times your ad has been shown/ displayed

Instream video: Instream video adverts are those videos which are streamed before during or at the end of a video a viewer is already viewing. This means that the audience is already captive and receptive to video material.

IP Address: an ID number for every computer or device connected to the internet. You can exclude certain IP addresses from seeing your ads like your co-workers, family, and friends.

Keywords: Words or phrases describing youror service that you choose to trigger your ads. The keywords determine when your ads show. When your keyword matches what people search on Google, your ad will appear. (for more information see: Quality Score, Page Rank, Top of Page Bid Estimate)
Keyword Insertion: a feature that updates your ad text to include one of your keywords that matches a customer’s search terms. This requires the use of a simple code line in your ad text. If you are selling all types of hats and are bidding on “wool hats” “tweed hats” and “women’s hats” you can enter {KeyWord: hats} into your ad text. The text will show hats unless the searcher used one of your keywords (wool hats, tweed hats, or women’s hats). For more on how to use these, check this tutorial out. There are 3 major benefits:
Keyword Matching Options: Also known as Keyword Match Types, these are the different setting for each keyword to control how closely the search term must be to the keyword in order to trigger your ad.
Keyword Mining: the gathering of keywords for your business and ads. You can mine keywords using the Keyword Planner or Search Terms Report.

Lazy loading: Lazy loading is the practice of delaying load or initialization of resources or objects until they’re actually needed to improve performance and save system resources.
Location Targeting: Targeting relevant messages based on a user’s location, driven largely by mobile location services.

Location Extensions: an addition to your ad that shows your business’ address. This is essential for businesses trying to drive in-store traffic. Check out this 1-minute tutorial video to setting up a location extension.

Location Targeting: target audiences based on where they are in the world. You can also choose areas to avoid.
Location Groups: Places of interest: select the places of interest within a certain area (I.e. airports in the UK or Universities in the UK

Manual Bidding: Select the maximum cost-per-click bid amount for your ad group’s default bid. When you identify certain placements, keywords, audiences, and times of day that have the best returns, you can use manual bidding to increase returns of investment
Marketing automation: This is software that is a part of Customer Relationship Management (CRM) which aims to ease a marketers’ task by planning, managing, coordinating and measuring all the digital marketing campaigns. This way, marketing automation helps the marketers and business owners in automating their marketing processes and get the maximum benefits.

Outstream video: An ‘outstream’ video ad unit, also commonly referred to as ‘in-read’ or ‘native video’, is a new video advertising unit that autoplays in a large format player whenever a user navigates to it within text content (typically an article), even if the publisher doesn’t have their own video content.

Pixel: A tracking or re-targeting pixel is a small piece of code contained in a single clear pixel on a website or specific ad unit that drops a cookie on the user’s browser. That cookie is used for tracking purposes
Programmatic Buying: This is a general term that only covers the side of the advertiser who buys the media through an automated system.

Re-targeting: This is reaching an audience that was reached before with a previous message.
RTB: Real-time Bidding: The buying of media space per impression in real time. The impression is sold once it is shown to the surfer.

Second Party Data: Second Party Data is basically first party data that advertisers have purchased directly from the source.
Streaming: The delivery of video or audio content over the internet, stored in bits which enables it to be played in real time and without viewers having to wait for all the data to download.

SSP: Supply Side Platform. This is the platform that is used by the publishers and which makes it possible for them to sell online media automatically. This is connected to either DSPs or Ad Exchanges and makes sure that the publisher always receives the highest turnover.

Third Party Data: Information about consumer behaviour that is collected and aggregated by third party providers, such as Experian, Quantium or Acxiom, that is available to any party to buy.
Trueview : TrueView is a YouTube video ad format that gives the viewer options, the most common of which is the ability to skip the advertisement after five seconds.

Whitelist: This is a list of approved items, terms or URLs to be used when an advertising campaign is delivered

Sources: Wikipedia, Google, Adhawk, and fma Digital.