40 Digital Marketing Terms You Should Know | Marketing Glossary

As we know that digital advertising is famous for their three letter acronyms. So here is a list of the most common used acronyms that every digital marketer should know about.

VAST – Video Ad Serving Template

VAST, or “Video Ad Serving Template,” is a script that gives video players information about which ad to play, how the ad should show up, how long it should last, and whether users are able to skip it. It is a specification released by the Interactive Advertising Bureau (IAB) that sets a standard for communication requirements between ad servers and video players.

SOV – Share of Voice

Share of Voice in Online Advertising is an ad revenue model that focuses on weight or percentage among other advertisers. For example, if there are four advertisers on a website, each advertiser gets 25 percent of the advertising weight. This method ensures one ad will not be seen by any more than the other three advertisers. And, since there are typically a limited number of advertisers using a Share of Voice model, ad exposure is optimized.


S2S – Server to server

S2S integration is an integration that allows two ad servers (i.e. an ad network and a publisher) to talk to each other.  The ad request would come from the publisher’s ad server to the ad network’s ad server.

VOD – Video on demand

Video on demand (VoD) is an interactive TV technology that allows subscribers to view programming in real time or download programs and view them later. A VoD system at the consumer level can consist of a standard TV receiver along with a set-top box. Alternatively, the service can be delivered over the Internet to home computers, portable computers, high-end cellular telephone sets and advanced digital media devices.


SSP – Supply Side Platform

A supply-side platform is a piece of software used to sell advertising in an automated fashion. SSPs are most often used by online publishers to help them sell display, video and mobile ads.


DSP – Demand Side Platform

A demand-side platform is a piece of software used to purchase advertising in an automated fashion. DSPs are most often used by advertisers and agencies to help them buy display, video, mobile and search ads.

PMP – Private Marketplace

A Private Marketplace, also known as a PMP is an invite only marketplace where high caliber publishers offer their ad inventory to a selected group of advertisers.

RTB – Real-Time Bidding

Real-time bidding refers to the buying and selling of online ad impressions through real-time auctions that occur in the time it takes a webpage to load. Those auctions are often facilitated by ad exchanges or supply-side platforms.


ATF – Above the Fold

Above the Fold in online advertising (or ATF) refers to the viewable space on a webpage when it first loads. It is a term taken from print media. The ‘fold’ used to mean the literal fold in a newspaper, but on a computer, has come to mean the bottom of a user’s screen before scrolling down.


BTF – Below the Fold

The term Below The Fold (or BTF) means the space on a webpage which can only be seen once a user scrolls down. Ads placed here are usually less interacted with by users than above the fold ads, so command a lower CPM.

DMP – Data Management Platform

In simple terms, a data management platform is a data warehouse. It’s a piece of software that sucks up, sorts and houses information, and spits it out in a way that’s useful for marketers, publishers and other businesses.


ROI – Return on Investment

Return on investment (ROI) is a measure of the profit earned from each investment. One basic formula uses the gross profit for units sold in the campaign and the marketing investment for the campaign:

Gross Profit – Marketing Investment
Marketing Investment

You can also use the Customer Lifetime Value (CLV) instead of Gross Profit. CLV is a measure of the profit generated by a single customer or set of customers over their lifetime with your company.

Customer Lifetime Value – Marketing Investment
Marketing Investment

However, some companies deduct other expenses and use a formula like this:

Profit – Marketing Investment – *Overhead Allocation – *Incremental Expenses
Marketing Investment

CTR – Click Through Rate

Click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.

CTR= Clicks/Impressions

CPM – Cost per thousand/mille

Cost per thousand (CPM) is a marketing term used to denote the price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2.00 CPM, that means an advertiser must pay $2.00 for every 1,000 impressions of its ad. The “M” in CPM represents the Roman numeral for 1,000.

eCPM – Effective CPM

The acronym eCPM means ‘effective cost per mille’. It is the outcome of a calculation of the ad revenue generated by a banner or campaign, divided by the number of ad impressions of that banner or campaign expressed in units of 1,000. The ‘M’ for mille in the name comes from the Latin meaning 1,000.

vCPM – Cost per thousand (viewable)

If you’d like to pay only for ad impressions measured as viewable, you can with viewable cost-per-thousand impressions (viewable CPM). An ad is counted as “viewable” when 50 percent of your ad shows on screen for one second or longer for display ads and two seconds or longer for video ads.

RPM – Revenue per Thousand

Revenue per mille (RPM) is the estimated earnings that accrue for every 1000 impressions received (in Latin, mille means thousand), a commonly used measurement in radio, television, newspaper, magazine, out-of-home, and online advertising.

CPD – Cost per Day

The CPD price is the amount that gets paid for every day that an ad is on a webpage/site for the whole day. For example, if you book an ad campaign on a car website and agree to pay £500 CPD for 10 days for their Ford page, then you will pay £5,000 in total and receive every ad on the Ford page for 10 days.

CPC – Cost per Click

Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked.

CPCV – Cost per Completed View

Cost Per Completed View – (CPCV) the price an advertiser pays every time a video ad runs through to completion; rather than paying for all impressions, some of which may have been stopped before completion, and advertiser only pays for ads that finished [CPCV = Cost ÷ Completed Views].

CPA – Cost per Acquisition

Cost per acquisition (CPA), also known as “Cost per action” or pay per acquisition (PPA) and cost per conversion, is an online advertising pricing model where the advertiser pays for a specified acquisition – for example a sale, click, or form submit (e.g., contact request, newsletter sign up, registration etc.)


CPV – Cost per Visit

CPV (Cost Per Visit) is an online advertising payment model where advertisers pay for the delivery of a targeted visitor to the advertiser’s website, meaning the publisher is only paid when a user goes to a website (or blog or form, etc.).

CPI – Cost per Install

CPI (Cost Per Install) campaigns are specific to mobile applications. In a cost-per-install campaign, publishers place digital ads across a range of media in an effort to drive installation of the advertised application. The brand is charged a fixed or bid rate only when the application is installed.

CPR – Cost per Register

CPR refers to the total cost paid for an advertisement in relation to the success in generating new registrations. Basically, CPR is the ratio of the number of advertisement views and the number of successful registrations resulting from those ad views.

VTC – View Through Click

A view through conversion is essentially triggered whenever a user is on the Display Network and sees your ad but does not click on it. The user later directly visits your website or finds it via an organic search or other referring site (basically any source other than Google / AdWords).

CR – Completion Rate

Suppose that 1000 people have gotten a survey from you, and again, 300 began the survey, and 200 respondents filled it out completely. In this case, CR would be: Respondents who completed the survey / those who began the survey. Therefore, CR = 200/300 = 67%.

VTR – View through Rate

View Through Rate (VTR) is the number of completed views of a skippable ad over the number of initial impressions.

IO – Insertion Order

An insertion order is the final step in the ad proposal process; when an insertion order is signed, it represents a commitment from an advertiser (or their agency) to run a campaign on a publisher’s site(s).

CTA – Call to Action

In marketing, a call to action (CTA) is an instruction to the audience designed to provoke an immediate response, usually using an imperative verb such as “call now”, “find out more” or “visit a store today”.

DFP – DoubleClick for Publishers

DoubleClick for Publishers (DFP), formerly called Google Dart, is an advertisement software as a service application run by Google. It can be used as an ad server, but it also provides a variety of features for managing the sales process of online ads using a publisher’s dedicated sales team. Should a publisher not sell out all their available ad inventory, it can choose to run either other ad networks or AdSense ads as remnant inventory in DoubleClick for Publishers.

AdX – Google’s Ad Exchange

The Google DoubleClick Ad Exchange Service is a service for managing multiple monetization sources of online display advertising inventory. In the Ad Exchange Service, advertisers and ad networks are considered “Buyers”, and publishers and publisher networks are considered “Sellers”.

GA – Google Analytics

Google Analytics lets you measure your advertising ROI as well as track your Flash, video, and social networking sites and applications.


GPT – Google Publisher Tags

GPT is an ad tagging library with which you can dynamically build ad requests. GPT takes key details from you such as ad unit code, ad size, and key-values, builds the request, and displays the ad on web pages or mobile apps.

With GPT, you can define shared settings such as targeting at a page level instead of defining the same targeting for individual ads on the page. You can also control how and when ad requests are made. For example, you can render ads asynchronously so that they don’t block other elements on the page and you can use single-request architecture to call all ads once in the header of your page.

DFA – DoubleClick for Advertisers

DFA is an ad server which is used to track impressions and clicks for your creatives. You can’t buy inventory through DFA. You can only track the performance of your campaigns. Main functions of DFA is trafficking and reporting.

URL – Uniform resource locator

A Uniform Resource Locator (URL), colloquially termed a web address, is a reference to a web resource that specifies its location on a computer network and a mechanism for retrieving it.

USP – Unique selling proposition

The unique selling proposition (USP) or unique selling point is a marketing concept first proposed as a theory to explain a pattern in successful advertising campaigns of the early 1940s. The USP states that such campaigns made unique propositions to customers that convinced them to switch brands. The term was developed by television advertising pioneer Rosser Reeves of Ted Bates & Company. Theodore Levitt, a professor at Harvard Business School, suggested that, “Differentiation is one of the most important strategic and tactical activities in which companies must constantly engage.”

XML – Extensible Markup Language

XML is a language that represents an international standard for presenting data on computers based on the tagging language. It is the markup language that defines rules for encoding documents that can be read by humans as well as computers. XML syndicates the data on various computing systems, and also defines how that information will be presented to users. XML language is common on RSS feeds for presenting content updates from news websites, Blogs, and websites and portals that are updated regularly. The information in this language’s file appears in tags, and includes definitions of the elements and instructional components.

HTML – Hypertext Markup Language

HTML or Hyper Text Markup Language is a programming language designed to create a website. The language allows these websites to be viewed by anyone connected to the internet. The “hyper” aspect indicates that it is non-linear (you can go to any part of the website whenever you like). The definition of HTML can be broken into three components. The first, Hypertext, is how you move around the internet. Clicking on the linked text called hyperlinks allows you to view the next page that was linked. The second, Markup, is in regard to what HTML tags do. The tags mark the text as a certain text type. Lastly, HTML is the language itself as a whole with syntax and code words similar to other languages.

JS Tag – Java Script tag

Javascript Templates (JST) enable the easy creation of dynamic web pages and applications. Javascript Templates are HTML web pages that execute Embedded Javascript on the server before rendering the page back to the client. JST is an extensible environment and allows the direct binding of C functions to Javascript functions, so that a JST web page can easily access device or system data.

GSP – Gmail Sponsored Promotions

GSP is a unique ad type that shows up only in personal Gmail boxes (it does not show in Google business apps email boxes) in the promotions tab.

The ad is comprised of 2 creative elements: a teaser ad and an expanded ad unit. The teaser has a 25-character text headline and 100 characters of body text. There is also a 50×50 image in the ad and the “Company Name” you declare.


Did I miss any key terms? If so comment in the section below and I will create another post for that. 

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One thought on “40 Digital Marketing Terms You Should Know | Marketing Glossary

  1. Great article and really comprehensive. One term I can think of – though fairly common – is SMM. Social Media Marketing. It is related to digital marketing in that it is an umbrella term for LinkedIn, Twitter, Facebook and even Instagram marketing.

    Liked by 1 person

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