AB testing refers to two different versions of a page or a page element such as a heading, image or button. AB testing is aimed at increasing page or site effectiveness against key performance indicators including click through rates, conversion rates and revenue per visit.
Above the fold
A term derived from printed media, which is used to indicate whether a banner advertisement or other content is displayed on a web page without the need to scroll.
A method for customers to access digital media. Depending on usage of term, it may consist of hardware and/or a browser.
A company providing services to enable a company or individual to access the Internet. Access Providers are divided into Internet service providers (ISPs) and online service providers (OSPs).
Percentage of participants who opted-in to participate in a mobile initiative/campaign. Total participants/total audience.
Active server page ASP
A type of HTML page (denoted by an .asp file name) that includes scripts (small programs) that are processed on a web server before the web page is served to the user’s web browser.
A programming language standard developed by Microsoft, which permits complex and graphical customer applications to be written and then accessed from a web browser.
The design and content of an advert.
Online auction based marketplace that facilitates the buying and selling of inventory across multiple parties ranging from direct publishers, Ad Networks and Demand Side Platform (DSP.). These automated marketplaces enable sellers to monetise inventory via acceptance of the highest bid from buyers. Who Uses: Advertisers, Agencies, Ad Networks, DSPs, and Publishers.
An ad impression transpires each time a consumer is exposed to an advertisement.
The total number of ad impressions that a web site can sell over time (usually specified per month).
Automated and semi-automated means of optimising bid prices, placement, targeting, or other characteristics that are usually carried out in 3 manners: behavioural targeting, contextual targeting, and creative optimisation using experimental techniques.
When advertisements are changed on a website for different user sessions. This may be in response to ad targeting or simply displaying different advertisements from those on a list.
A computer that delivers and tracks advertisements independent of the web site where the ad is being displayed. Use of an ad server helps establish trust between an advertiser and publisher since the statistics can be maintained by an objective third party. Who uses: Advertisers, Agencies, DSPs, Ad Networks, Publishers.
Delivery of online adverts to an end user’s computer by an ad management system. The system allows different online adverts to be served in order to target different audience groups and can serve adverts across multiple sites. Ad Technology providers each have their own proprietary models for this.
A space within an application that has been reserved for the display of advertising.
The method for recording campaign delivery metrics between adservers. Third party adserving tags or 1x1 tracking pixels are commonly used to facilitate the capturing of such data.
Any defined advertising vehicle that can appear in an ad space inside of an application. For example for the purposes of promoting a commercial brand, product or service.
Any activity associated with an ad that enables interactivity between the advertiser and the consumer.
Any website that sells a product or service, accepts payments, and fulfills orders.
A company that provides sales representation for multiple independent websites by aggregating the ad inventory and selling ads across multiple sites.
An online advertising service provider, often with proprietary technology, that helps marketers run display advertising campaigns across various sources of online inventory, including direct Publishers and Ad Exchanges. Who Uses: Advertisers, Agencies to reach audiences, Publishers to sell remnant inventory.
An affiliate (a web site owner or publisher), displays an advertisement (such as a banner or link) on its site for a merchant (the brand or advertiser). If a consumer visiting the affiliate's site clicks on this advertisement and goes onto perform a specified action (usually a purchase) on an advertiser’s site then the affiliate receives a commission.
An advertising agency is a company that represents other companies by providing advertising related services such as planning, creating, buying and tracking an advertisement on behalf of their client.
An organisation that acts as a middle man between application and content providers, and mobile carriers.
The set of ‘rules’ a search engine may use to determine the relevance of a web page (and therefore ranking) in its organic search results. See also organic search results and Search Engine Optimization.
System for tracking user behaviour on the app/game both from a user experience and advertisement perspective. Analytics help developers understand trends within their app/game and optimise the user flow for maximum engagement and user retention.
Anchor text in SEO
The words forming a text-based hyperlink viewable within a browser which are important to search engine optimization because they indicate the content of the page they refer to search engines.
Google’s official mobile operating system.
Software solutions that power the business logic for mobile marketing initiatives.
Application Service Provider (ASP)
An online network that is accessible through the Internet instead of through the installation of software. It is quickly integrated with other websites and the services are easily implemented and scalable.
Percentage of site visitors that are lost at each stage in making a purchase.
Authentication is the process of attempting to verify the digital identity of the sender of a communication such as a request to log in. The sender being authenticated, often referred to as the principal, may be a person using a computer, a computer itself or a computer program.
A picture or cartoon used to represent an individual in chat forums, games or on a website as a help function.