Maybe you’re new to the digital marketing world, or maybe you’re just not up to speed on all the lingo and acronyms. The list continues to grow as digital marketing evolves, so we’ve put together a list of 25 common acronyms used:
ATF: Above the Fold
Originating from traditional print advertising, for digital this simply means the part of the page visible without scrolling down
BTF: Below the Fold
Scrolling required
CPA: Cost per Acquisition
CPC: Cost per Click
CPL: Cost per Lead
CPM: Cost per Thousand Impressions
CRO: Conversion Rate Optimization
Using analytics to increase the conversion rate of website visitors to customers
CTA: Call to Action
Content that instructs people to what they need to do next. Example: “Click to Learn More” or “Click to Buy Now”
CTR: Click Through Rate
A percentage of people who clicked your ad or link, based on the number of impressions
DMA: Designated Market Area
A specific geographic region
DMP: Data Management Platform
A centralized virtual warehouse that collects, stores and organizes your first-party data
DSP: Demand Side Platform
A platform that allows media buyers to buy media in a real-time auction environment across multiple AdExchanges within a split second
IAB: Interactive Advertising Bureau
The advertising business organization that develops industry standards
IoT: Internet of Things
A network of physical devices and/or objects, AKA “smart objects” that connect wirelessly
KPI: Key Performance Indicator(s)
Performance measurement, typically used for specific business areas
PCT: Post Click Tracking
PMP: Private Marketplace
Exclusive invite only auctions
PPC: Pay per Click
PPV: Pay per View
PV: Page View
RON: Run of Network
When an online advertising campaign is applied to a wide collection of websites and the advertiser does not have the ability to choose specific sites
ROS: Run of Site
When an online advertising campaign is applied to a specific website and the placement is determined by the publisher
RTB: Real Time Bidding
Advertising inventory that is bought and sold on a CPM, programmatically.
SOV: Share of Voice
The weight or percentage of content or ad revenue of a specific company, relative other advertisers or companies.
SSP: Supply Side Platform
Enables web publishers to manage their advertising inventory
