Digital Marketing & AI Glossary

Ad exchange: A platform that enables advertisers to buy and sell ad inventory in real-time auctions.
Ad network: A platform that aggregates ad space from various websites and sells it to advertisers.
Ad targeting: The process of using data to identify and reach specific audiences with advertising.
Algorithm: A set of rules or instructions used by computers to solve problems or perform tasks.
Artificial intelligence (AI): The simulation of human intelligence in machines that can perform tasks such as learning, problem-solving, and decision-making.
Attribution modeling: The process of analyzing which marketing channels contribute to conversions and assigning credit accordingly.
Behavioral targeting: The practice of delivering targeted ads to users based on their online behavior.
Big data: Extremely large data sets that can be analyzed to reveal patterns, trends, and associations.
Chatbot: An AI-powered computer program designed to simulate conversation with human users.
Click-through rate (CTR): The percentage of people who click on a link or ad after seeing it.
Content management system (CMS): A software platform used to create, manage, and publish digital content.
Conversion rate optimization (CRO): The process of improving the percentage of website visitors who complete a desired action, such as making a purchase or filling out a form.
Cost-per-click (CPC): The amount of money an advertiser pays each time someone clicks on their ad.
Cost-per-thousand (CPM): The amount of money an advertiser pays per thousand impressions (views) of their ad.
Customer data platform (CDP): A system that collects and organizes customer data from multiple sources to create a unified customer profile.
Deep learning: A type of machine learning that uses neural networks to simulate the way the human brain works.
Digital marketing: The practice of promoting products or services using digital channels such as search engines, social media, and email.
Display advertising: The practice of placing ads on websites, apps, and other digital platforms.
Dynamic creative optimization (DCO): The process of using data to create and deliver personalized ads to specific audiences.
Geotargeting: The practice of targeting ads to users based on their geographic location.
Influencer marketing: The practice of using influencers (people with large social media followings) to promote products or services.
Key performance indicator (KPI): A metric used to measure the success of a marketing campaign or business initiative.
Lookalike audience: An audience created by targeting users who share similar characteristics to an existing customer base.
Machine learning: A type of AI that enables machines to learn and improve without being explicitly programmed.
Natural language processing (NLP): A field of AI that focuses on enabling computers to understand and interact with human language.
Online reputation management (ORM): The practice of monitoring and managing a company’s online reputation.
Pay-per-click (PPC): An advertising model in which advertisers pay each time someone clicks on their ad.
Predictive analytics: The use of data, statistical algorithms, and machine learning to identify the likelihood of future outcomes based on historical data.
Programmatic advertising: The use of automated systems to buy and sell ad inventory in real-time auctions.
Real-time bidding (RTB): The process of buying and selling ad inventory in real-time auctions.
Remarketing: The practice of targeting users who have previously interacted with a brand or website with ads.
Return on advertising spend (ROAS): The amount of revenue generated for each dollar spent on advertising.
Search engine marketing (SEM): The practice of promoting
SEM: Search Engine Marketing – A form of online marketing that involves promoting a website or product on search engine results pages through paid advertising or pay-per-click (PPC) advertising.
SEO: Search Engine Optimization – The process of optimizing a website to rank higher in organic search engine results pages (SERPs) for targeted keywords or phrases.
Social Listening: The process of monitoring and analyzing social media channels to gain insights into customer sentiment, brand perception, and market trends.
Targeting: The process of selecting and reaching a specific audience or market segment with advertising, marketing, or sales messages.
User Experience (UX): The overall experience a user has when interacting with a website or digital product, including design, navigation, content, and functionality.
Video Marketing: The use of videos to promote or market a product or service, typically through social media, YouTube, or other online video platforms.
Voice Search Optimization: The process of optimizing a website or digital content to be more easily found and understood by voice assistants and devices.
Web Analytics: The collection, measurement, analysis, and reporting of website and digital marketing data to improve performance and inform decision-making.
Website Personalization: The process of tailoring website content and experiences to individual users based on their behavior, preferences, and other data.
Zero-Click Searches: A type of search query where the user’s query is answered directly on the search engine results page, without the need to click through to a website.