The Programmatic Buzzword Dictionary

 width=Programmatic advertising can keep your products and services top of mind as potential, current, and past customers browse the web by strategically placing creative display ads around the web. But along with exciting new options that can supercharge your marketing efforts comes a new onslaught of advertising terms.


Get up to speed quick with our top 15 words for programmatic:



Ad Inventory
The amount of ad space a publisher has available to sell to an advertiser.


A piece of data that is sent from a website and stored in a user’s browser. Cookies track browsing behavior and are used by advertisers to gather information that can be used for segmenting audiences and targeting future ads.


First Party Data
First party data is created when a website owner places a cookie on their website so the owner can recognize return visitors on their site. First party data can also include social, subscription, and CRM data.


Third Party Data
Third party data also involves placing a cookie on a website to gather information about website visitors, but instead of being placed by the website owner, it’s placed by a third party, such as an ad server or data provider. Third party data is used to segment audiences and target advertisements.


CPC stands for “Cost Per Click”, the average cost of user click-through. It’s calculated by dividing the total cost of clicks by the total number of clicks.


CPM stands for “Cost Per Thousand”, the price of 1,000 ad impressions on a webpage.


CTR stands for “Click-Through Rate”, the percentage of click throughs per ad impression.


Reinforcement Marketing
Reinforcement marketing shows your advertisements frequently to someone that has already shown interest in your business to keep you “top of mind”, reminding them of your business and unique benefits to increase the chance that they return and complete a purchase. Reinforcement marketing can also attract repeat business and reassure current customers that they have made the right choice.


Site Retargeting
Site retargeting provides a digital reminder to customers that visited your site without making a purchase, reminding them of your business and to come back and make a purchase.


Search Retargeting
Search retargeting collects data on what web users are searching for, and shows your ad to those who are performing searches relevant to your services or products.


Contextual Targeting
Contextual targeting is used to target people who are reading about topics relevant to your products or services.


Geo-Fencing is a method used to target customers in a specific location, such as street and highway boundaries, sporting events, conventions, or competitor locations.


Event Targeting
Event targeting creates a virtual geo-fence around an event location during a scheduled timeframe. When a user enters this virtual location during the scheduled timeframe, they become part of an audience that can be targeted following the event. Ads can be served to this audience for up to 30 days after the event.


Native Ads
These ads are created to match the form, function, and feel of a publisher’s content and design, providing users with a cohesive browsing and ad experience for an improved user experience.


Programmatic Creative
Gives the advertiser the ability to generate multiple creative and copy variations. These ads are run programmatically to optimize towards the most effective combination.



Learn more about Programmatic for Local Marketing here.



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