Marketing & Advertising Glossary

Content designed to spread rapidly across social networks through organic sharing. Viral content generates massive reach with minimal paid promotion.

A metric adjusting outdoor advertising impressions by actual visibility, accounting for factors like viewing angle, obstruction, and dwell time to reflect real

The complete set of visual elements – logo, colours, typography, imagery – that consistently represent a brand across all touchpoints and communications.

Large-format billboard advertisements integrated into urban architecture, typically on building facades or structures. A premium OOH format offering high visibi

WCAG standards ensure websites are usable by everyone, including people with disabilities. Meeting these guidelines improves user experience and legal complianc

Modern image formats that compress files better than JPEG/PNG, reducing page load times and improving Core Web Vitals for landing pages.

A small data file stored on a user's browser that tracks online behaviour and preferences. Essential for digital advertising, analytics, and personalisation in

The number of unique radio listeners reached at least once during a single week. A key metric for measuring radio campaign frequency and audience size.

Weights are numerical values in machine learning models that determine how strongly input data influences predictions and outcomes.

Streaming in AI advertising refers to the continuous flow of real-time data used to train models, make predictions, and optimize campaigns instantly.

DALL-E is an AI image generation tool that creates original images from text descriptions, useful for marketers creating ad creative and visual content.

Deep learning is an AI technique using multi-layered neural networks to identify patterns in data and make predictions without explicit programming.

Inference is when a trained AI model makes predictions or decisions on new data in real-time, without learning from it.

Kubernetes is an open-source platform that automates the deployment, scaling, and management of containerized applications.

Perplexity AI is an answer engine using large language models to provide sourced, conversational responses to user queries.

RAG is an AI technique that combines document retrieval with language models to generate accurate, contextual responses using real-time data.

A TPU is a specialized AI chip designed to accelerate machine learning tasks, increasingly used in ad tech and programmatic advertising platforms.

A chatbot is an AI-powered software that simulates human conversation to interact with users, answer questions, and automate customer service.

An AI agent is a software system that perceives its environment and takes independent actions to achieve specific goals.

An epoch is one complete pass through an entire training dataset during machine learning model development.

Win rate measures the percentage of pitches, bids or campaigns your agency successfully wins against competitors.

Using AI and software to automatically execute repetitive marketing and advertising tasks, saving time and improving consistency.

An XML file that lists all pages on your website, helping search engines discover and crawl your content more efficiently for better indexing.

Search results that answer user queries directly on the search engine results page, without requiring a click to another website.

eCPM (effective cost per thousand impressions) measures the revenue generated per 1,000 ad impressions, helping publishers and advertisers optimise campaign pro