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    Digital Marketing and PII Data Industry Glossary

    Every day, new marketing trends, tools, and techniques flood the market with confusing jargon. BRIDGE's marketing glossary is here to help.

    Learn the Industry Language

    Every day, new marketing trends, tools, and techniques flood the market. The ever-changing industry jargon is confusing, and BRIDGE gets that. We’re here to break the terms down for you in our marketing glossary.

    *Note: The definitions below are all IAB standard definitions.

    #

    302 redirect:

    The process of a server sending a browser the location of a requested ad, rather than sending the ad itself. Ad servers use 302 redirects to allow them to track activities such as ad requests or ad clicks.

    3rd party ad serving:

    The purpose of ad serving is to deliver ads to users, manage the advertising space of a website, and, in the case of third-party ad servers, provide an independent counting and tracking system for advertisers/marketers. Ad servers also act as a system by which advertisers can count clicks/impressions in order to generate reports, which help determine ROI for an advertisement on a particular web page. Using a centralized ad server enables progress reports on-demand and updates creative content in one place rather than using multiple servers with different publishers.

    3rd party:

    A third party is an entity that collects information from or about users from a non-affiliate’s website or service. Third parties, such as data aggregators and ad networks, often create data products that span collection from websites and stores not owned or controlled by a single entity. By aggregating this information, third parties can offer smaller websites and stores that do not have the technical, data, or service resources the ability to compete against large vertically integrated companies.

    A

    AAAA:

    Founded in 1917, the American Association of Advertising Agencies (AAAA) is the national trade association representing the advertising agency business in the United States.

    Above the fold (ATF): 

    A term derived from newspaper print advertising, this means that an ad is placed on a website above the scroll line as the page is viewed before any scrolling occurs; in view before scrolling

    Activity audit:

    Independent verification of measured activity for a specified time period. Some of the key metrics validated are ad impressions, page impressions, clicks, total visits, and unique users. An activity audit results in a report verifying the metrics. Formerly known as a count audit.

    Ad audience:

    The number of unique users exposed to an ad within a specified time period.

    Ad banner:

    Also known as banner ads, 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 a full-motion video.

    Ad blocker:

    Software on a user’s browser which prevents advertisements from being displayed.

    Ad campaign audit:

    An activity audit for a specific ad campaign.

    AdChoices:

    The AdChoices icon is a small button found near behaviorally targeted ads. When clicked, the button redirects users to a page explaining behavioral targeting, where users have the option to opt-out from receiving similar ads. The AdChoices icon is an answer to the Federal Trade Commission’s request for “clear and prominent notice” of targeted advertising. In other words, advertisers need to let users know that they are advertising to them.

    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). (see click-through)

    Ad creative pixel:

    A pixel request embedded in an ad tag which calls a web server for the purpose of tracking that a user has viewed a particular ad. See web beacon.

    Ad delivery:

    Two methods are used to deliver ad content to the user – server-initiated and client-initiated

    Ad download:

    When an ad is downloaded by a server to a user’s browser. Ads can be requested, but aborted or abandoned before actually being downloaded to the browser, and hence there would be no opportunity to see the ad by the user.

    Ad exchange:

    A sales channel between publishers and ad networks that can also provide aggregated inventory to advertisers. They provide a technology platform that facilitates automated auction-based pricing and buying in real-time.

    Ad family:

    A collection of one or more ad creatives. Also called an ad campaign.

    Ad hoc reporting:

    Ad-hoc is Latin for as the occasion requires. This means that users can use their reporting and analysis solution to answer specific business questions as the occasion requires, without having to request queries from it.

    Ad impression:

    The count of ads that are served to a user. Ads can be requested by the user’s browser (referred to as pulled ads) or they can be pushed, such as e-mailed ads.

    Ad impression ratio:

    Click-throughs divided by ad impressions. See click rate.

    Ad insertion:

    When an ad is inserted into a document and recorded by the ad server.

    Ad inventory:

    The aggregate number of opportunities near publisher content to display the advertisement to visitors.

    Ad materials:

    The creative artwork, copy, active URLs, and active target sites which are due to the seller prior to the initiation of the ad campaign.

    Ad network:

    Provide an outsourced sales capability for publishers and a means to aggregate inventory and audiences from numerous sources in a single buying opportunity for media buyers. Ad networks may provide specific technologies to enhance value to both publishers and advertisers, including unique targeting capabilities, creative generation, and optimization. Ad networks’ business models and practices may include features that are similar to those offered by ad exchanges.

    Source : www.thebridgecorp.com

    Digital Marketing Flashcards

    Start studying Digital Marketing. Learn vocabulary, terms, and more with flashcards, games, and other study tools.

    Digital Marketing

    Digital Marketing

    Click card to see definition 👆

    online marketing that can deliver content immediately to consumers through digital channels, devices, and platforms; effective method for building or promoting a company's marketing message

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    Inbound Marketing

    Click card to see definition 👆

    utilizes such tools as blogging, webinars, or follow-up e-mails; the intent is to entice consumers to find a firm's products or services without "forcing" an interaction; attempts to provide value and information to the customer at every stage of the buying journey

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    1/51 Created by rbraun1024

    Terms in this set (51)

    Digital Marketing

    online marketing that can deliver content immediately to consumers through digital channels, devices, and platforms; effective method for building or promoting a company's marketing message

    Inbound Marketing

    utilizes such tools as blogging, webinars, or follow-up e-mails; the intent is to entice consumers to find a firm's products or services without "forcing" an interaction; attempts to provide value and information to the customer at every stage of the buying journey

    Search Engine Optimization (SEO)

    the process of driving traffic to a company's website from "free" or "organic" search results using search engines; the process of increasing high-quantity and high-quality traffic to a website

    E-mail Marketing

    a cost-effective method of retaining, nurturing, or attracting a new customer base; the primary advantage is that firms know that most consumers have e-mail addresses

    Social Media Marketing

    one of the most popular forms of digital marketing; encompasses marketing activities that utilize online social networks and applications as a method to communicate mass and personalized massages about brands and products

    Elements of Excellent Web Design

    - ease in navigation

    - quick load time - mobile friendly

    - customer service tools

    Product-Focused Shopping

    consumers that engage in this are either replacing an existing product or purchasing a product that has been chosen for them; might include regularly repurchased household staples (ex: paper towels, shampoo)

    Browsing

    consumers that engage in this behavior are not really looking to make a purchase; tend to fill shopping carts that they later abandon, although some may reactivate those carts at a later date; they will typically browse their favorite sites just for fun, to kill time, or to look for new ideas

    Researching

    consumers that engage in this behavior are looking to buy a product for the first time; more deliberate and will result in a purchase either online or offline

    Bargain Hunting

    consumers that engage in this behavior usually explore coupon sites such as wish.com or auction sites such as eBay; often combined with browsing and may or may not lead to a purchase

    One-Time Shopping

    consumers that engage in this behavior may combine product-focused shopping, browsing, researching, and bargain hunting all at the same time; such consumers are shopping for a gift or using a gift card and will typically not return to the shop once the purchase is made

    Digital Mall

    where a variety of sellers stock their goods; consumers are often unaware of which firm is actually selling them the good (ex: Amazon)

    Digital Marketplace

    made up of small, independent sellers (ex: Etsy)

    Auction Sites

    lists goods from individuals or firms that can be purchased through an auction bidding process or directly through a "purchase now" feature (ex: eBay)

    Buying Club Sites

    allows consumers to buy in bulk, similar to warehouse clubs such as Sam's Club (ex: Boxed.com)

    Paid Search

    online advertising in which a company pays to be a sponsored result of a customer's web search; companies usually purchase a given search term (ex: women's watches) and pay each time a customer clicks on their sponsored search ad; usually sold using an auction system with the search terms awarded to the highest bidder

    Paid Stories

    ads that appear as content designed to look like stories to the viewer

    Paid Display Advertising

    includes everything from banner ads to YouTube video advertising; these ads generate awareness as well as hopefully drive traffic to a website; companies can also purchase advertising on social media sites

    Sponsorship

    these firms often sponsor YouTube or Instagram celebrities who in turn endorse the firm's products

    Cookies

    small data files stored on websites that can generate a user profile about a consumer; the profile might include browsing history or login information; invisible to the user

    Cookie Synching

    allows cookies to embed in a person's computer and follow that person as he or she moves through various websites

    Geotracking

    another form of marketing influence on online purchasing behavior; marketers use a consumer's geographic location to determine what goods will come up in a search and at what price points

    Bots

    a third invisible form of marketing influence on online purchasing behavior; a software application that runs automated tasks over the internet

    Social Media

    electronic, two-way communication that allows users to share information, content, ideas, and messages to create a customizable experience

    Source : quizlet.com

    Glossary of Marketing Terms

    Jump To: A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 Shot: A shot with one character in the frame. 1080p or 1080i: High-definition (HD) video that has 1080 lines of vertical resolution. When followed by "p",

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    Glossary of Marketing Terms

    Jump To: A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

    1 Shot: A shot with one character in the frame.1080p or 1080i: High-definition (HD) video that has 1080 lines of vertical resolution. When followed by “p”, it refers to progressive scan HD video. When followed by “i”, it refers to interlaced scan HD video.16:9: Refers to the screen ratio used to create a letterbox style frame.180 Degree Rule: Keeping camera angles on one side of an imaginary line running through the set. Crossing the line can cause confusing discontinuity.2 Shot: A shot frequently used when two subjects are in a frame. Often framed face-on to one subject with the the back of the second subjects head still in shot.3 Point Lighting: A common lighting set up featuring three lights; key light, fill light and hair light.4 Point Lighting: A typical lighting composition using four lights; key light, fill light, hair light and backlight.4K: 4K resolution, also called 4K, refers to a horizontal screen display resolution in the order of 4,000 (3840 x 2160) pixels.4:4:2 (and 4:4:4): Chroma sampling rates. 4:4:4 means that the colour and luminance components of the picture are sampled at the same rate, as is performed in cinematic postproduction. With 4:2:2, the two chroma components are sampled at half the rate of the luminance components; this reduces bandwidth by one-third with little or no visible difference.720p: High-definition (HD) video that has 720 lines of vertical resolution. The “p” refers to progressive scan HD video.A/B Testing: Comparing two versions of content to determine which would perform best. For example: changing the wording of an email, or the images on a website and comparing which versions perform best.A/V Screenplay Format: Industry script format that splits picture and audio into two columns so that visuals can be described with their corresponding dialog, music, and sound FX displayed side by side. Commonly used for corporate video and commercials.Above the Fold: In the context of banner ad placement, above the fold generally refers to a banner placement on a web page that can be viewed without scrolling either horizontally or vertically. Most online ad networks define suitable above the fold placement as within 500 or 600 pixels of the top of the page.AC: The abbreviation for Alternating Current.Access: Your ability to get up close and inside the world of your subject. This is the golden ticket to film making.Account: An Internet video term referring to online video websites that have a Sign Up function for users to upload their video content.Across the Board: A program that is broadcast at the same time period every day.Active Sharing: A YouTube feature that allows users to see who is watching a video at the same time as them.AD: The abbreviation for Assistant Director. A film position similar to that of a production assistant.Ad: An abbreviation for advertisement.ADA: Abbreviation for Americans with Disabilities Act. An act regarding the universal accessibility of online video productions.Ad Copy: See scriptAd Lib: A term which refers to spontaneous or unscripted on screen action. It can refer to both oral and physical action.Ad Network: Ad networks (advertising network, banner network, online ad network) are advertising companies which administer ad sales, billing, serving and collection for web sites. Ad networks often aggregate sites into specific categories or demographic groups, then sell ad inventory to advertisers either to specific sites within the networks, specific categories or demographics, or via run of network buys which target sites within the network. Ad networks can sell ad inventory on CPM, CPC, CPA and other revenue models. A reviewed list of ad networks can be found here at Internet Ad Sales.Ad Planner: A website from which product images, logos, and other national advertising materials may be downloaded by regional or local affiliates. Common in automotive advertising.ADR: Abbreviation of the term Additional Dialogue Recording.Ad Server: A third-party system composed of powerful server hardware, ad serving software, and a powerful internet connection, used by advertisers and web publishers for rapid and reliable display of online advertisements. An important component of ad servers is independent tracking of ad display and click information. Many ad networks, including Burst and Fastclick, offer separately licensed versions of their own ad servers which may be used by web publishers who manage some or all of their own advertising sales rather than outsourcing to ad networks.Advance Organizer: A preview of a program’s content designed to ready the viewer for the information to follow.Ad Views: The number of times a specific ad has been displayed. Many ad networks sell advertising using a CPM model, in which ads are purchased and web publishers reimbursed at a fixed rate per thousand impressions.

    Source : www.meetcrg.com

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