The Art of Digital Marketing

Glossary

ad	A marketing communications message conveyed to the consumer.
ad click	A click on an ad impression served in the period being measured.
ad impression arrival	A user arriving at a site who has been exposed to an ad served on behalf of that site.
ad impression	An instance of a consumer being exposed to an online ad.
ad network	A system that aggregates ad inventory from publishers and operators to efficiently match the inventory with advertiser demand. Examples include Google Search Network (which includes Google Search and other search sites) and Google Display Network (which includes a collection of websites termed display partners that have partnered with Google, as well as YouTube and specific Google properties that display Google AdWords ads). Ads can appear beside or above search results for keywords that an advertiser chooses. See also network.
ad space	The area within a mobile app or mobile website dedicated to displaying ads.
ad unique user	A unique device (e.g., a computer, PDA, or mobile phone) that has made a request for an ad impression served in the period being measured.
ad unit	An advertising vehicle (e.g., a mobile banner) that includes creative assets inside a mobile ad space.
advertiser	An organization that wants to get its message to the right audience, efficiently and effectively.
alt text	A description of a graphic in a website.
analytics	The technology and measurement systems used to understand what is working in a digital marketing campaign and what is ...