Marketing & Advertising Glossary

Email authentication protocols that verify sender identity and prevent spoofing. Essential for protecting brand reputation and email deliverability in UK market

DPI and PPI measure image resolution differently: DPI (dots per inch) applies to print output, while PPI (pixels per inch) describes digital displays.

A social media ad or post created for advertising purposes only, not shared to your organic feed. Visible only to targeted audiences.

Traffic and engagement that occurs outside trackable social channels, including direct messaging, email shares, and word-of-mouth. Represents a significant blin

Data labelling is the process of identifying and marking raw data to train AI models used in advertising targeting and optimization.

A structured layer of code that captures and organises user interaction data for analytics and marketing tools without modifying page functionality.

A technology platform that collects, organises and activates audience data from multiple sources to enable targeted advertising and personalised marketing campa

An attribution model using machine learning to assign credit to touchpoints based on actual conversion data rather than predefined rules.

A collection of structured data used to train, test, and validate artificial intelligence models in advertising and marketing applications.

A specific time period within a broadcast day, used to target audiences by their viewing habits and behaviour patterns.

A unique identifier assigned to a media buying agreement between an advertiser and publisher, streamlining trafficking and performance tracking.

A metric measuring the likelihood of your marketing emails reaching recipients' inboxes rather than spam folders, based on sender reputation and technical facto

A software platform that enables advertisers to programmatically purchase digital ad inventory across multiple exchanges and publishers in real-time.

A comprehensive set of standardized design rules, components, and guidelines that ensure visual consistency across all brand touchpoints and marketing materials

An AI technique that generates images by gradually removing noise from random data, used in creative advertising and content generation.

Programmatic advertising delivered through digital audio platforms, including streaming services, podcasts, and online radio. Reaches audiences during commutes

Digital cinema uses projection technology to display ads and content in cinemas, offering high-impact visual experiences to captive audiences during commercial

Digital Out-of-Home (DOOH) is advertising displayed on digital screens in public spaces like train stations, high streets, and shopping centres, offering dynami

A file submitted to Google Search Console telling Google which backlinks you don't want counted towards your site's ranking.

Paid advertisements placed in physical newspapers, magazines, and trade publications to reach targeted print audiences and build brand awareness.

Domain Authority is a search engine ranking metric predicting how well a website will rank on Google. Higher DA scores indicate stronger SEO performance and cre

A Double Page Spread is an advertisement or feature that spans across two facing pages in a newspaper, creating a single large visual impact.

Download and stream are two distinct methods for podcast consumption, affecting listener engagement metrics, ad delivery, and campaign measurement strategies.

A series of automated emails sent to subscribers over time on a predetermined schedule, designed to nurture leads and guide them through the customer journey.

Peak radio listening periods during commute times, typically 06:00-09:00 and 16:00-19:00, when audiences are largest and advertising rates are highest.

The length of time a person spends viewing an out-of-home advertisement, measured in seconds. Critical for calculating campaign impact and audience engagement.

Technology that inserts targeted ads into podcast episodes at runtime, enabling personalized messaging to listeners without re-recording content.

Technology that automatically adapts website content, email messages and ads to individual users based on their behaviour, preferences and data, delivering uniq

AI-powered technology that automatically tests and optimises ad creative elements in real-time to maximise campaign performance.

Automated technology that personalises ad creative in real-time based on user data, showing different versions to different audiences without manual interventio