Marketing Glossary

Cost per click. How much you pay each time someone clicks on your ad.

Cost per thousand impressions. How much you pay for every 1,000 times your ad is shown to people.

Customer Relationship Management — software that helps you track and manage all your interactions with customers and leads in one place.

Connected TV — streaming services like Roku, Fire TV, and Apple TV where you can run video ads.

Adding missing information to your contact records. If you have someone's email, enrichment can find their phone number, company, job title, and more.

An ad platform that automatically buys online ad space for you. Think of it as a robot that places your ads across thousands of websites.

Information you collect directly from your own customers and website visitors. This is your data — you own it.

The technology that connects anonymous website visitors to real people. It matches browsing behavior to known identities using multiple data points.

Groups of people who are actively researching or shopping for something specific. These are "ready-to-buy" prospects identified by their online behavior.

The percentage of your website visitors that can be identified. A 60% match rate means 6 out of every 10 anonymous visitors are identified.

Your advertising budget balance within the platform. Money in your media wallet is used to pay for ad placements.

National Change of Address — a USPS database that tracks when people move. Used to keep mailing lists accurate and up-to-date.

Automated online advertising. Instead of manually choosing where your ads go, software does it for you based on data about your ideal customers.

Showing ads to people who already visited your website. If someone looked at your product page but didn't buy, retargeting reminds them with ads as they browse other sites.

Real-time bidding. The automated auction that decides which ad to show a person, happening in milliseconds as a webpage loads.

The other side of a DSP — a platform that websites use to sell their ad space. You don't interact with SSPs directly.

Information collected by other companies about consumers. Used to supplement your own data for better ad targeting.

A privacy-safe ID system that identifies people across websites without using cookies. It's the industry replacement for tracking cookies.