Atlas
Facebook’s ad serving and measurement platform. It’s based on data from real people and real actions.
Ad Spend
Money allocated for advertising campaigns.
Attribution Model
When credit for a conversion is given only to the touchpoint that initiated the conversion path.
Ad Buy
A number or code unique to an automated ad buy.
Ads API
A program that allows multiple software applications to interact with each other.
Auto-Play
A feature in Facebook’s News Feed that automatically plays videos when users scroll past them.
Audience Segments
A piece of a target audience that could be defined through criterion such as behaviors, demographics and psychographics.
Attribution Modeling
The rules determining what and who gets credit for a conversion.
App Installs
The action a user takes when downloading a mobile application onto a smartphone or tablet.
Application Programming Interface (API)
A program that allows multiple software applications to interact with each other.
Average Order Size (AOS)
The total amount of revenue earned during a campaign divided by the total number of purchases made during a campaign (total revenue/total purchases).
Android
A mobile operating system developed by Google.
Amplify
Putting some amount of money behind an advertisement to increase the number of people who see it.
Always-On Campaign
A campaign that runs every day regardless of the environment (current events, season) rather than reacting to an external circumstances.
Algorithm
A formula or procedure that a program follows to complete a certain task. For example, Facebook’s News Feed algorithm determines what content users are served.
Ad Recall
A measure of advertising effectiveness in which a sample of people are exposed to an ad and later asked if they remember seeing the content.
Ad Exchange
A tech platform that enables advertisers to bid on and purchase online media advertising space (inventory) hosted by multiple publishers.
Acxiom
An enterprise data, analytics and software as a service firm that helps companies use data for heightened audience targeting and reporting.
Actionable Insight
Understanding that enables informed decision making and action, often resulting from data analysis.
Action Spec
A type of audience targeting that enables advertisers to serve Facebook advertisements to users that recently engaged with content on their Page.
Big Data
A term used to describe the exponential growth and availability of data, both structured and unstructured.
Bid Type
Automated ad buying and selling using real-time bidding tools.
Board
A video, image, link or other piece of content that Pinterest users post to their profile (called a “board” on the platform).
Broad Match Keyword Targeting
A Twitter ad tool that allows marketers to reach users not only based on exact keyword matches, but related keyword matches. For example, broad match keyword targeting for the words “love coffee” would reach users who not only tweet those words specifically but also “adore latte” and “luv coffee” as well.
Brand Networks
A Strategic Preferred Marketing Developer in Facebook’s advertising community.
Brand Favorability
A measurement of a person’s opinion about a brand.
Brand Effect
A surveying tool from market research firm Nielsen that measures whether digital advertisements had an impact on a person’s brand perception.
Boost
Putting some amount of money behind an advertisement to increase the number of people who see it.
Bidding
The way in which advertisers pay to serve content in social ad auctions. For example, advertisers could “bid on a CPM,” which means paying a flat rate every time 1,000 people see a piece of brand content. Bidding on a CPC, by contrast, means paying a flat rate every time one person clicks on a piece of brand content.
Best Practices
A set of guidelines that outline the most efficient course of action for a situation.
Basket Size
The total dollar amount of all the products in an e-commerce shopping cart.
Banner Ad
A type of advertisement that’s embedded into a web page and, when clicked, drives users offsite.
Bake-off
A trial period during which multiple ad tech firms compete against one another for a brand’s business.
Cost Per Acquisition
The average cost of getting one target audience member to take a desired action, such as fill out a form or purchase a product.
Cost Per Conversion
The average cost of getting one target audience member to take a desired action, such as fill out a form or purchase a product.
Conversion Tracking
A small piece of JavaScript code that attributes online conversion events (i.e. buying something on a website) to ads served on Facebook.
Click Through Ad
A type of advertisement that’s embedded into a web page and, when clicked, drives users offsite.
Cuts
A piece of a target audience that could be defined through criterion such as behaviors, demographics and psychographics.
Call To Action (CTA)
An instruction to which a target audience is meant to respond immediately. For example, “download now,” “buy now” or “learn more.”
Crowdsourcing
The process of obtaining services or ideas from a large group of people, often a digital community.
Cross-Platform Attribution
Understanding how media appearing on a mix of desktop, mobile and tablet devices impacts consumer behavior.
Cross-Device Tracking
The ability to monitor consumer behavior across desktop, mobile and tablet devic
Customer Relationship Management (CRM)
A system (generally a piece of software) for managing the interactions a company has with customers and prospects.
Creatives
A marketing term for the combined words and images that comprise an advertisement.
Conversion Rate (CR)
A metric created by dividing the total number of people who converted (which could mean making a purchase, filling out a form etc.) by the number of people who visited the conversion area.
Cost Per Video View (CPV)
The average cost of getting a target audience member to play a brand video.
Cost Per Storied Engagement (CPSE)
The average cost of acquiring one engagement that generates a story in friends’ social feeds.
Cost Per Retweet (CPRT)
The average cost of acquring one retweet on a Twitter advertisement.
Cost Per Mille/ thousand impressions (CPM)
The average cost of serving one thousand impressions to a target audience.
Cost Per Lead (CPL)
The average cost of acquiring one lead.
Cost Per Install (CPI)
The average cost of getting one target audience member to download a mobile application.
Consumer Packaged Goods (CPG)
A product that is consumed often and replaced often by consumers like laundry detergent, diapers and ice cream.
Cost Per Fan/Follower (CPF)
The average cost of securing one target audience member as a fan or follower of a brand.
Cost Per Engagement (CPE)
The average cost of getting one member of a target audience to engage with an advertisement. On Facebook, an engagement means liking, commenting and sharing. On Twitter, an engagement means retweeting, favoriting and replying.
Cost Per Click (CPC)
The average cost of getting one target audience member to click on an advertisement.
Cost Per Action (CPA)
The average cost of getting one target audience member to take a desired action, such as fill out a form or purchase a product.
Cookies
These aren’t the crunchy ones with chocolate chips. Digital cookies are small pieces of data that are sent from a website and saved in the web browser to retain information like log-in credentials and shopping carts when users revisit a website during later sessions.
Conversion Pixel
A small piece of Javascript code that attributes online conversion events (i.e. buying something on a website) to ads served on Facebook.
Conversion
When a recipient of a marketing message performs a desirable action such as going to landing page or buying a product.
Content Marketing
A marketing strategy designed to attract and retain customers through relevant and valuable content.
Content Management System (CMS)
An application that enables content creation, publishing and updating from one central interface.
Click Tags
A tracking code embedded into an advertisement that provides insight into behaviors users take after clicking on an ad.
Cart Size
The aggregated dollar amount of all the products in an e-commerce shopping cart.
Campaign
A marketing program designed to fulfill a specific objective. For example, a brand might launch a campaign with the objective of introducing a new product, creating interest in career opportunities or increasing market share.
Deterministic
The deterministic method of establishing user identity across devices relies on personally identifiable information (PII) to make device matches when a person uses the same email address to log into an app and a website, thereby creating cross-device linkage. As long as a user is logged in across devices, advertisers and publishers can use this unique identifier to target those users on multiple screens with near-perfect precision.
Data Leakage
The unauthorized transfer of classified information from a computer or database.
Direct Ad Buys
A method in which direct ad buys are automated for campaigns.
Demand-Side Platform (DSP)
Facebook’s real-time bidding platform that allows advertisers to serve relevant ads to users based on basic digital intent signals (for example, visiting a specific product page on a website). Since FBX relies on cookies, it cannot track cross-device browsing nor serve ads on mobile.
Data source
Companies such as Datalogix, Acxiom and Epsilon that mine consumer data through loyalty card purchases and sell that data to brands to use as part of a targeting strategy. Data providers also report on the impact advertisements had on both online and offline purchases.
Direct Response (DR)
A marketing strategy designed to elicit an immediate response from a target audience such as making a purchase or filling out a lead generating form.
Domain Ad
An ad in Facebook’s right-hand column that drives users offsite.
Data Management Platform (DMP)
A data tool that helps collect, organize, and active audience data from any source (online, offline, mobile) to ultimately find trends and help to scale, understand, and target audiences.
Display Advertising
A type of advertisement that’s embedded into a web page and drives user offsite when clicked.
DoubleClick for Advertisers (DFA)
A third-party tracking system that allows advertisers to generate click/view tags and track key metrics like conversions.
Demographics (Demos)
Statistics that define a given audience such as age, gender, ethnicity, primary languages, location and employment status.
Demand-Side Platform
A system that enables advertisers to manage where and at what price their content is displayed in multiple ad exchanges. This process often involves real-time bidding.
Deep Linking
A hyperlink that links to parts of a desktop or mobile website other than its home page.
Deduplication
With regard to Facebook reach and frequency campaigns, the process of ensuring data reflect the number of unique people who saw an ad. This avoids inflating reach numbers when the same people see content multiple times. When deduplicating Facebook conversions reports, it means reconciling conversion numbers reported by a social platform and conversion numbers reported by a third-party data provider.
Decay Rate
How quickly an advertisement loses impact.
Deal Identifier (Deal ID)
A number or code unique to an automated ad buy.
Dayparting
Segmenting marketing messages based on the time of day.
Datalogix (DLX)
A data insights company that uses digital media and offline purchasing data to provide analytics and insights to marketers.
Data Provider
Data providers also report on the impact advertisements had on both online and offline purchases.
Dark Post
A Facebook Page post that advertisers can use to share content without reaching their fans organically. Often used for content testing.
Evergreen Campaign
A campaign that runs every day regardless of the environment (current events, season) rather than reacting to an external circumstances.
Epsilon
A services firm that provides data-driven marketing solutions.
Engagement
A user interacting with a piece of social content. Interactions might include liking, commenting or sharing on Facebook or replying to or “favoriting” a tweet.
Emerging Platforms
Young advertising platforms like Pinterest and Instagram that are still establishing best practices.
Effective CPM (eCPM)
The reduced cost advertisers pay to reach one thousand people when factoring in earned-from-paid impressions.
Earned-From-Paid Impressions
Unpaid impressions advertisers gain on top of paid impressions, achieved after amplifying excellent content.
Earned media
Publicity gained for free. For example, being featured in a magazine or having a brand video go viral.
Facebook Profile
An individual’s Facebook profile, comprised of photos, stories and milestones.
Free License
Software that can be used freely, changed and shared by anyone.
Facebook
A user that subscribes to another’s Twitter page.
First Interaction
The rules determining what and who gets credit for a conversion.
Facebook Marketing Partners
One of hundreds of marketing technology companies that help brands market on Facebook. Facebook Marketing Partners are recognized based on their strengths and geographic footprint. Facebook gives partners one badge to signify that they meet or exceed Facebook partner standards, and their specific areas of expertise.
Facebook Insights API
The interface that provides advertisers and technology companies with metrics related to brand post performance, such as organic, viral and paid impressions.
Frequency
The number of times an advertisement is shown to target audience members within a specific period.
Follower
A user that subscribes to another’s Twitter page.
Follow
A Twitter term that refers to subscribing to another Twitter user’s content.
Flight
The duration of an advertising campaign.
First-Party Data
An advertiser’s own data that could be extracted from a number of locations such as a proprietary CRM, website or mobile application. This data can be used to target existing members of a brand’s community with ads.
First-Click Attribution
When credit for a conversion is given only to the touchpoint that initiated the conversion path.
Facebook Exchange (FBX)
Facebook’s real-time bidding platform that allows advertisers to serve relevant ads to users based on basic digital intent signals (for example, visiting a specific product page on a website). Since FBX relies on cookies, it cannot track cross-device browsing nor serve ads on mobile.
Fan Acquisition
The process of brands buying likes from qualified users on Facebook.
Facebook News Feed
A constantly updated list of stories on either desktop or mobile tailored to individual Facebook users based on their behavior on the platform. Stories can include organic posts from friends and Pages as well as advertisements.
Facebook Ads API
An interface that allows developers to build software that adds incremental value to marketers on top of Facebook’s native advertising tools.
F8
An annual developer’s conference hosted by Facebook.
Goals
The intended result of a marketing campaign.
Gross Rating Point (GRP)
A measure of the size of an advertising campaign or by a specific medium or schedule.
Geographic Regions (Geos)
An audience targeting mechanism that involves serving ads only to people within a specific geographic area.
Human-Machine Interaction
An interface that allows people to interact with technology in a way that’s easy, efficient and enjoyable.
Hangout
An online video webcam session via Google.
Hashtag
A word or phrase preceded by the hash or pound symbol (#) meant to identify messages related to a specific topic.
Insertion Order (IO)
The final step in the ad proposal process. A signed IO represents a commitment from an advertiser (or their agency) to run a campaign on a publisher’s site.
ID-Based Marketing
When people create profiles on platforms such as Facebook, Twitter, Amazon or Pandora (or even digital television services like FioS), the information they volunteer about themselves is connected to an identifier (ID) unique to them. The ID, when a user is logged in, is constant across numerous devices. Marketers can use the vast about of information associated with an ID to create advanced audience segmentations, deliver more relevant messaging across devices and understand how their campaigns influence a consumer’s path to purchase. Browser tracking cookies are increasingly unreliable — on desktops and in mobile web browser environments, and all but useless in mobile apps. That’s why, as people interact with and consume media across multiple devices, web targeting and tracking methods using logged-in user data have become more important. Marketing that relies on logged-in user data often is referred to as a deterministic approach.
Internet of Things (IoT)
The concept of every device being connected to the internet, even household items like your washing machine.
Insights API
A program that allows multiple software applications to interact with each other.
iOS
Apple’s mobile operating system.
Inventory
The number of spots available for advertisements within a social network. For example, if Facebook runs out of News Feed inventory, advertisers may need to place ads exclusively in the right-hand column.
Interstitial Ad
An advertisement that appears during transitional moments in user experience.
Interests
A Facebook tool that allows users to create and view lists of things they’re interested in as well as follow other people’s lists. Interests can be used as part of a brand’s targeting strategy.
Instagram
A photo and video-sharing platform that enables users to apply digital filters to their content. Also an emerging ad platform for a handful of big brands.
Influencer Marketing
When marketing is oriented around a specific individual (often a celebrity) who can influence the behavior of a target audience.
Incremental Revenue
The amount of revenue a campaign delivers minus the revenue a campaign was expected to deliver (actual revenue – expected revenue).
In-Store Beacons
A device that uses Bluetooth to interact with a customer’s smartphone and improve the shopping experience. For example, this device could serve ads for products available in the store in which the user is shopping.
Impression
A metric indicating the number of times an ad is seen, regardless of whether any action is taken. The same person seeing an advertisement multiple times counts multiple impressions.
IAB
The International Advertising Bureau, a group of media and tech companies responsible for selling most digital ads in the U.S.
Key Performance Indicator (KPI)
A performance measure that evaluates the success of a marketing campaign. For example, online sales, offline sales or brand favorability as demonstrated through a Nielsen Brand Effect study.
Keyword
Words or phrases that advertisers can integrate into their targeting strategy. For example, coffee advertisers may want to target people using the keyword “espresso.”
Last non-direct click
A revenue attribution model in which all direct traffic is ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting.
Last Interaction
The rules determining what and who gets credit for a conversion.
Lifetime Value (LTV)
A prediction of how much actual revenue advertisers can secure from a person over time.
Low-Funnel Action
An action that indicates imminent purchase behavior such as filling out a form for a local quote or browsing for local inventory.
Lookalike Audiences
A group of Facebook users similar to an advertiser’s existing customers, often used to increase target audience volume without sacrificing quality. Advertisers can choose a “reach” lookalike audience that includes the top 5 percent of people in the selected country that are most similar to existing customers. Advertisers can also choose “similarity” lookalike audiences that include the top 1 percent of people in the selected country most similar to existing customers or any point between similarity and reach.
Link Ad
A Facebook ad that is specially designed to drive traffic offsite.
Like Ad
A Facebook ad that prompts users to like a brand Page.
Like
The action a Facebook user takes when he/she becomes a fan of a brand Page.
Lift
The percent increase of a primary objective due to an advertising campaign. For example, advertisers might want to quantify an X percent lift in online or off-line sales resulting from a campaign.
Life Events
A Facebook capability that allows users to add major life experiences such as marriage or starting a new job to their Timeline. Life Events also create categories (for example, recently married) that advertisers can target with relevant content.
Lead
An individual or organization that expresses an interest in your products or services.
Last-Click Attribution
A revenue attribution model in which the last touchpoint receives 100% of the credit for the conversion.
Message Testing
A Facebook Page post that advertisers can use to share content without reaching their fans organically. Often used for content testing.
Market Segments
A piece of a target audience that could be defined through criterion such as behaviors, demographics and psychographics.
Metrics
Statistics that define a given audience such as age, gender, ethnicity, primary languages, location and employment status.
Mobile
The technology used for portable communication.
Meme
An idea, behavior, or style that spreads from person to person within a culture. Memes are often represented by overlaying sarcastic text on top of a well-known or ironic image.
Media Buyer
The individual responsible for purchasing advertising real estate.
Media
The ad vehicles in which advertisements are placed such as the Internet, newspapers, billboards and radio.
Mobile Application Promotion (MAP)
A Mobile Application Promotion (MAP) suite that enables Twitter advertisers to drive downloads of their mobile applications and measure performance and delivery with custom metrics.
Mobile App Install (MAI)
A campaign in which the ultimate goal is for users to download a brand’s mobile application.
Mid-Funnel Action
An action that indicates interest in learning more about a brand, such as richer actions like commenting on a brand’s post.
Net Promoter Score (NPS)
A metrics used that companies use to measure customer loyalty. Customers can include employees, too.
Nielsen
An information and measurement company that provides market research, insights and data about what people watch, listen to and buy.
News Feed
A constantly updated list of stories from the Facebook users and Pages a person follows.
Native Advertising
An advertisement that blends naturally into the user experience in which it is placed.
Online Word Of Mouth
Publicity gained for free. For example, being featured in a magazine or having a brand video go viral.
Owned media
Media that a company owns and is unique to its brand such as a website, social accounts and blogs.
Outperform
To perform better than. Often used to describe performance in relation to a goal.
Organic Reach
The number of unique people who see content through unpaid distribution.
Optimization
The process of making something more efficient and effective.
Open-Source
Software that can be used freely, changed and shared by anyone.
Offline Sales
Purchases that occur in a brick-and-mortar store resulting from digital ad exposure.
Objectives
The intended result of a marketing campaign.
Probabilistic
Probabilistic cross-device matching is achieved by algorithmically analyzing thousands of different anonymous data points – device type, operating system, location data associated with bid requests, time of day and a host of others – to create statistical, aka likely, matches between devices. For example, if a phone, a tablet and a laptop connect to the same networks or Wi-Fi hotspots in the same places every weekday, it’s safe to surmise that all three devices belong to a specific commuter.
Pre-roll
Advertisements that play before a video plays.
Programmatic Buying
A real-time auction in which advertisers bid on an impression. If the bid is won, the ad displays immediately on the publisher’s site.
Purpose
The intended result of a marketing campaign.
Pay per Action (PPA)
The average cost of getting one target audience member to take a desired action, such as fill out a form or purchase a product.
Purchase Intent
A signal that a person is interested in making a purchase. For example, searching for the phrase “SUV dealers near me” likely indicates intent to purchase a new vehicle.
People Talking About This (PTAT)
People Talking About This. Refers to the number of individual people who have engaged with your Page in a way that creates stories with social context such as liking, commenting, sharing or checking in. Facebook no longer reports PTAT, but rather breaks out the individual statistics that were rolled into the one metric.
Promoted Tweets
A brand tweet that is amplified with some amount of marketing budget.
Psychographics
Audience characteristics including personality, values, interests and lifestyle.
Promoted Post
A piece of published or unpublished brand content that’s amplified with some amount of marketing budget.
Promoted Pins
Advertisers are able to buy ad space to show certain pins at the top of category feeds and search results.
Promoted Account
Paying to put a brand’s Twitter account in front of target audiences through modules like “Who to Follow,” “Discover” and the Home timeline.
Promote
Increasing the number of people who see an advertisement by putting some amount of money behind it.
Promoted Trends
A Twitter ad product enabling advertisers to pay for their hashtag or topic to sit on top of the platform’s desktop and mobile “trending” module.
Programmatic Direct
A method in which direct ad buys are automated for campaigns.
Programmatic
Automated ad buying and selling using real-time bidding tools.
Pretest
Testing several different pieces of content as unpublished posts to audience segments that have no overlap. This process helps determine what content would perform best when amplified with paid media.
Power Editor
A Facebook tool that makes it easier to create, edit and manage ads and campaigns in bulk, across different accounts.
Point of View (POV)
A piece of content in which a company or individual shares their stance on a particular issue.
Post
A piece of content on Facebook or Instagram. When a post is amplified with marketing budget, it becomes an advertisement.
Platform
A technology platform on which users interact with brands and one another. For example, all the major social networks.
Planned Real-Time
A social advertising strategy in which brands mobilize ad content in advance and serve that content as if created in the moment.
Placement
A concept describing where on a digital platform an advertisement lives. For example, a piece of content may get a placement in the Facebook News Feed or right-hand column.
Pinterest
The company that provides the visual discovery tool used to find new ideas, projects, and interest.
Pin
A video, image, link or other piece of content that Pinterest users post to their profile (called a “board” on the platform).
Photo Ad
A Facebook ad type that highlights a picture to drive awareness and engagement with the message.
Performance Advertising
A form of advertising in which an advertiser only pays for quantifiable results.
Partner Categories
A Facebook tool that allows advertisers to target people based on their offline behavior. Partner Categories are powered by third-party data providers who can surface audience segments such as “in the market for a new car” by tracking when automotive leases are about to runs out.
Paid Reach
The number of people that see an advertisement that has been amplified with some amount of budget.
Paid Media
Media that is payed for and promoted such as digital advertisements, paid search and sponsored content.
Qualified Lead
A person who enters a brand’s conversion funnel and is likely to do business with that brand. For example, a qualified lead for a luxury retail brand might be someone with a gross annual income above $100,000.
Quick Serve Restaurants (QSR)
A specific type of restaurant characterized by food that is served quickly. For example, McDonalds, Pizza Hut and KFC.
Quick Response Code (QR Code)
A trademarked matrix barcode used in consumer advertising. Scanning a QR code with a smartphone often takes users to a conversion page.
Real-Time Auctions
A tech platform that enables advertisers to bid on inventory hosted by multiple publishers.
Real-Time Bidding (RTB)
A real-time auction in which advertisers bid on an impression. If the bid is won, the ad displays immediately on the publisher’s site.
Really Simple Syndication (RSS)
A web feed that constantly updates information related to social media, blog posts, news articles and other forms of media.
Return on Investment (ROI)
A metric that demonstrates how much return value was gained, or earned, from an investment.
Right-Hand Column
A piece of digital real estate located to the right of Facebook’s desktop News Feed that’s strictly for Facebook ads.
Request For Proposal (RFP)
A request for information, made by a brand and sent to potential partners.
Retweet
The concept of one Twitter user reposting a tweet crafted by another Twitter user.
Recency
The notion of using marketing budget more efficiently by serving ads to users when they’re actually in the market to take the desired action. This process is meant to achieve conversions without needing to reach a target audience member at higher frequency.
Real-Time Advertising
Advertisements that react to real-world moments as they unfold. For example, Oreo composing a tweet with the copy “You Can Still Dunk in the Dark” in response to the blackout during Super Bowl XLVII.
Reach Blocks
A type of Facebook ad purchasing that guarantees 100 percent of an audience is reached at least once on a given day.
Reach
The number of unique people who saw a social advertisement.
Return on Ad Spend (RoAS)
Return on Ad Spend. A measurement of how much revenue was earned from a campaign compared to how much was invested in a campaign. RoAS is measured by dividing the amount of revenue generated by the number of ad dollars consumed in a campaign.
Status
A piece of content on Facebook or Instagram. When a post is amplified with marketing budget, it becomes an advertisement.
Subgroups
A piece of a target audience that could be defined through criterion such as behaviors, demographics and psychographics.
Supply-Side Platforms
Software that automates the sales of advertisements.
Storied Engagements
Engagements that generate a story in friends’ social feeds, increasing viral impressions.
Spend
Money allocated for advertising campaigns.
Share of Voice (SOV)
A metric describing the amount of ad inventory available to a single advertiser within a defined market over a specified time period. For example, four advertisers with equally visible ads on a website each have a 25 percent share of voice.
Social, Local, Mobile (SoLoMo)
A (rather pretentious) term meant to indicate getting local information wherever you may be.
Social Media Marketing (SMM)
The process of achieving business objectives through a social media strategy.
Share
The action a person takes when spreading social media content.
Search Engine Results Page (SERP)
The results returned when a person queries a search engine.
Search Engine Optimization (SEO)
The process of improving a brand’s visibility within search engines.
Sentiment
A measurement of how positively or negatively people receive a brand post.
Segments
A piece of a target audience that could be defined through criterion such as behaviors, demographics and psychographics.
Software Development Kit (SDK)
Software development tools that enable programmers to create applications for a specific platform.
Salesforce
A cloud computing company best known for its customer relationship management (CRM) product.
Software as a Service (SaaS)
A model in which a piece of software is licensed on a subscription basis.
TrueView
YouTube ads that allow viewers to skip the ad.
Target Population
Groups of valuable users that advertisers target specifically.
Third-Party Tags
A tracking code embedded into an advertisement that provdes insight into actions users take after seeing or clicking the ad.
Twitter
A user that subscribes to another’s Twitter page.
Third Party Data Provider
Companies such as Datalogix, Acxiom and Epsilon that mine consumer data through loyalty card purchases and sell that data to brands to use as part of a targeting strategy. Data providers also report on the impact advertisements had on both online and offline purchases.
Twitter Marketing Platform Partner
One of an elite handful of companies that provide technology and expertise enabling marketers to achieve their Twitter advertising goals.
Twitter Conversion Tracking
A measurement and reporting tool that helps advertisers understand how Promoted Tweets are driving purchases or leads.
Twitter Ads
Paid ad content published in Twitter’s user interface.
Tweet
A message of 140 characters of less sent through Twitter.
Target Rating Point (TRP)
A measure of how many impressions were served to a specific demographic.
Timeline
An individual’s Facebook profile, comprised of photos, stories and milestones.
Third-Party Data
Data collected by companies such as Datalogix, Acxiom and Epsilon through loyalty card purchases. This data is often sold to brands to use as part of a targeting strategy or to report on the impact advertisements had on both online and offline purchases.
Text Ad
A Facebook ad type that includes only text without any images or video.
Tent-Pole Event
A major milestone such as a holiday or new product launch. Advertisers often launch large-scale campaigns around such events.
Target audiences
Groups of valuable users that advertisers target specifically.
Tag
A tracking code embedded into an advertisement that provdes insight into actions users take after seeing or clicking the ad.
Top-Funnel Action
An action that demonstrates awareness of a brand such as liking its Facebook Page.
Twitter Cards
A Twitter advertising tool that enables efficient clicks offsite.
User
A person active on a technology platform.
Unqualified Lead
A person who enters a brand’s conversion funnel and is unlikely to do business with that brand. For example, an unqualified lead for a luxury retail brand might be someone who is unemployed.
Unpublished Post
A Facebook Page post that advertisers can use to share content without reaching their fans organically. Often used for content testing.
Unique Reach
The number of unique users that are exposed to an ad.
Unique Audience Identifiers
Signals surfaced through social profiles that provide much richer user information than cookies.
User Interface (UI)
An interface that allows people to interact with technology in a way that’s easy, efficient and enjoyable.
Virality
The tendency of a piece of digital content to spread quickly around the web.
Viewability
A metric that records only impressions that can be seen. The International Advertising Bureau (IAB) considers viewability to mean a user seeing 50 percent of an ad’s pixels for at least one second.
View Tags
A tracking code embedded into an advertisement that provdes insight into behaviors users take after seeing the ad.
Video Ad
A Facebook ad type that highlights a video to drive awareness and engagement with the message.
Webcam
An online video webcam session.
White Label/White List
On Facebook, white listing means having an account approved for things like view tags or account credit. On Twitter, the concept means one account can promote content from a different account.
Website Lead
A person who enters a brand’s conversion funnel after engaging with its website in some way.
Website Cards
The ability for advertisers to surface website content within a tweet in order to drive a high volume of URL clicks