Marketing & Advertising Glossary

PAMCo is the independent body that measures print and digital media audiences across the UK, replacing ABC.

A Moz metric predicting how well a webpage will rank in search results, based on link authority and quality signals from 0-100.

The process of improving how quickly a website loads by reducing file sizes, optimizing code, and enhancing server performance to improve user experience and se

Page views measure the total number of times a page is loaded by visitors, a fundamental metric for understanding website traffic and engagement.

Paid social refers to advertising campaigns run on social media platforms where you pay for visibility. It's essential for reaching target audiences across Face

Independent verification of outdoor advertising panel locations, specifications and audience metrics to ensure media buying accuracy and campaign effectiveness.

Pantone Matching System (PMS) ensures consistent colour reproduction across print, digital, and physical media by using standardised colour codes.

Parameters are the internal variables in AI models that get adjusted during training to improve predictions and performance in advertising campaigns.

Passage Ranking is Google's AI system that identifies and ranks specific passages within web pages to answer user queries, rather than ranking entire pages.

A digital advertising model where you pay only when someone clicks your ad. Commonly used across Google Search, Display, and Shopping campaigns.

Peak times are high-viewership TV slots (typically 19:00-22:30) commanding premium rates, while off-peak offers cheaper airtime during lower-audience periods.

People Also Ask boxes are Google search features displaying related questions users commonly ask about a topic, appearing below organic results.

An automated Google Ads campaign type that uses machine learning to optimise across all Google channels simultaneously, requiring only creative assets and a con

Performance Max is Google's AI-driven campaign type that automatically optimizes ads across all Google channels using machine learning.

Strategic direction of photographic imagery for campaigns, ensuring visual consistency and brand alignment across all media channels and touchpoints.

A cornerstone content page that comprehensively covers a broad topic, serving as the hub for related cluster content and improving SEO performance.

Pixel Fire is a real-time bidding platform and ad exchange that enables programmatic buying and selling of display inventory across multiple publishers.

The set of rules and machine learning systems that determine which content appears in users' feeds. Understanding algorithms is essential for effective social m

A detailed report documenting when and how many times an out-of-home advertisement was displayed on digital screens during a contracted campaign period.

Audio advertising delivered within podcast episodes, ranging from host-read sponsorships to programmatic insertion. A growing channel for reaching engaged audie

Two methods of crediting conversions: post-click attributes sales to the last ad clicked, while post-view credits impressions even without interaction.

Post-production is the phase after filming where video content is edited, colour-graded, and enhanced with effects, sound, and graphics before final delivery.

The contracted duration for which an out-of-home advertisement remains displayed on a billboard, transit site, or digital screen.

Advertising content shown in cinemas before the main feature film begins, reaching audiences during high-attention moments before screenings.

Audio advertisements played before podcast episodes begin. Pre-roll ads are typically 15-30 seconds and appear before the main content starts.

Using historical data and machine learning to forecast future customer behaviour, campaign performance, and market trends.

A private marketplace deal where publishers offer premium inventory to selected buyers at negotiated rates before opening to broader auction.

A private marketplace (PMP) is an exclusive, invitation-only auction where publishers offer premium ad inventory to selected advertisers at negotiated prices.

The integration of branded products or services into TV programmes and films as part of the narrative, rather than traditional advertising.

Automated buying and selling of audio ad inventory in real-time, enabling precise targeting across streaming platforms, podcasts, and digital radio.