What Are Some Common Terms Used in Digital? (Glossary)

What Are Some Common Terms Used in Digital? (Glossary)

It's a Glossary of Terms just for you!
Let's review some of the most commonly used terminology in digital advertising.
Here is a glossary of terms we have put together for you to make sure nothing comes as a surprise:

  • CPM (Cost Per Mille) – Cost per 1,000 impressions.

  • CPC (Cost Per Click) – Cost paid each time an ad is clicked.

  • CPA (Cost Per Action) – Cost paid for a specific action (e.g., purchase).

  • CTR (Click-Through Rate) – Percentage of clicks out of total impressions.

  • DSP (Demand-Side Platform) – Platform for buying digital ad inventory programmatically.

  • SSP (Supply-Side Platform) – Platform for publishers to sell ad space.

  • O&O (Owned & Operated) – Content properties that a company directly controls.

  • Impressions – Count of times an ad is displayed.

  • Clicks – Count of user interactions with an ad by clicking.

  • Conversions – Desired actions taken by users, such as purchases.

  • Conversion Rate – Percentage of users who complete a desired action.

  • ROAS (Return on Ad Spend) – Revenue gained per dollar spent on ads.

  • PPC (Pay-Per-Click) – Advertising model charging per ad click.

  • Retargeting – Targeting users who previously interacted with an ad.

  • Reach – Total number of unique users who see an ad.

  • Frequency – Average number of times each user sees an ad.

  • Ad Inventory – Available ad space on websites or apps.

  • Programmatic Advertising – Automated ad buying using software.

  • Affinity Audiences – Groups of users with shared interests, targeted for brand awareness.

  • Intent Audiences – Users actively researching or intending to purchase a product, ideal for conversion-focused ads.

  • Geo-Targeting – Showing ads to users in specific locations.