Terminology and abbreviations

Here you will find an alphabetical overview from most common words and abbreviations used within the digital advertising and online marketing industry.

Affiliate programs

These are online programs for affiliates or webmasters who want to make money with their traffic.

Affiliate programs mostly offer a PPL – PPS – Revenue share program, payout scheme, toolkit and in-depth statistics

Carrier billing

Doing an online purchase where the consumer uses his/her mobile phone and will be charged through their mobile carrier subscription.


Cost per acquisition (CPA), also known as pay per acquisition (PPA) and cost per conversion, is an online advertising pricing model where the advertiser pays for each specified acquisition

Example: an impression, click, form submit (contact request, newsletter sign up or registration), double opt-in or sale.


Used exclusively in online advertising, CPC in this instance refers to how much an advertiser is charged each time someone clicks on their ad.


Cost per mille (CPM), also called cost per thousand (CPT) is a commonly used measurement in advertising.

Radio, television, newspaper, magazine, out-of-home advertising, and online advertising can be purchased on the basis of showing the ad to one thousand viewers.


Click-through rate (CTR) is an incredibly important concept in search engine marketing.

The simplest definition is that click-through rate is the percentage of people who click on your ad after seeing your ad.

CTR = Clicks/Impressions


DOI Double Opt-In, which means that the user needs to verify his e-mail after he signs up.

SOI Single Opt-In, which means that the users only needs to enter his e-mail and that’s it – no verification required.


Metric that’s exclusive to online advertising, specifically Adwords.

eCPC tracks which search terms tend to lead to a conversion for your account and bids more aggressively on those terms.


Every visitor’s computer is tied up with an IP address that indicates its specific location.

The first three digits of an IP address corresponds to a country code, while the succeeding digits often refer to specific areas within that domain.

This geographical information, when used for marketing purposes, is called geo-targeting.

Geo-targeting aims to improve the cost-effectiveness of marketing programs.

For example, if the product is a plane ticket from New York to Miami, then it will more likely sell to someone who is located in either of the two cities.


An impression (in the context of online advertising) is when an ad is fetched from its source, and is countable.

Whether the ad is clicked is not taken into account. Each time an ad is fetched, it is counted as one impression.

Landings pages

Sometimes known as a “lead capture page” or a “lander”, is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement.

The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link.

One-click buying

One-click buying has become the preferred purchase mechanism for mobile consumers.

With the click of a single button, mobile shoppers can bypass clumsy form fields and instantly finalize their purchases.


In a pay per lead agreement, the advertiser only pays for leads generated at their destination site.

No payment is made for visitors who don’t sign up.

A lead is generally a signup involving contact information and perhaps some demographic information; it is typically a non-cash conversion event.

A lead may consist of as little as an email address, or it may involve a detailed form covering multiple pages.


In a pay per sale agreement, the advertiser only pays for sales generated by the destination site based on an agreed upon commission rate.

Paying per sale is often seen as the payment model most favorable to advertisers and least favorable to publishers.

In such an agreement, the publisher must not only be concerned with the quality and quantity of his or her audience, but also the quality of the advertiser’s creative units and destination site.

Revenue share

Revenue sharing as a marketing strategy refers to an organization paying partners and associates a certain percentage for recommending customers to the company and helping to build business.


A vertical market is any market where demand stems exclusively from a specific industry or demographic, also known as a “niche” market.

Companies that employ vertical marketing tactics either create products intended for a specific type of consumer, or attempt to make existing products appealing to those consumers.

White labels

A white label product is a product or service produced by one company (the producer) that other companies (the marketers) rebrand to make it appear as if they had made it.