Marketing & Advertising Glossary

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is Google's quality framework for evaluating content credibility and ranking authority.

E.164 is the international telephone numbering standard defined by the ITU-T that assigns every phone number a globally unique numeric identifier of up to 15 digits, always prefixed with a …

A small advertisement positioned near the masthead or contents page of a magazine, typically featuring a product or service announcement.

Edge AI processes data and runs machine learning models on devices or servers near the data source, rather than in the cloud.

Placement of advertisements adjacent to specific editorial content in newspapers to align brand messaging with relevant article topics and audience context.

Standards and rules that govern the style, tone, and content of written material produced for media campaigns, brands, or publications.

A coordinated series of marketing emails sent to a targeted audience to achieve specific business objectives like lead generation, customer retention, or produc

Embeddings are numerical representations of words, images, or concepts that AI systems use to understand meaning and relationships.

A baseline metric comparing your social media engagement performance against industry standards, competitors, or historical data to assess campaign effectivenes

A Google Ads tracking method that uses first-party data to match offline and online conversions, improving campaign measurement accuracy.

Entity salience measures how prominently a brand or topic appears in audience minds. Higher salience means stronger brand recall and relevance.

Entity-based SEO optimises content around real-world entities (people, brands, places) rather than just keywords, helping search engines understand context and

Content designed to remain relevant and valuable long-term, rather than tied to current trends or dates. A cornerstone of sustainable content marketing strategi

Experiential advertising creates immersive brand experiences that engage consumers physically and emotionally, moving beyond traditional passive viewing to acti

Immersive cinema advertising that engages audiences through multi-sensory experiences, transforming traditional screen time into memorable brand interactions.

Explainable AI makes machine learning decisions transparent and understandable to humans, crucial for media buying trust and compliance.

Faceted navigation SEO optimises filtered product pages to improve search visibility whilst maintaining user experience across e-commerce sites.

Advertising space on the front or back cover of a newspaper or magazine, commanding premium rates due to high visibility and reader engagement.

A featured snippet is a highlighted search result that appears above organic listings, displaying concise answers to user queries in a formatted box.

Few-shot learning enables AI models to learn from just a handful of examples rather than massive datasets, making rapid adaptation possible in advertising.

The percentage of available ad inventory that was successfully sold and displayed. A key metric indicating how effectively publisher inventory is monetised.

The BBFC rating system classifies films and video content by age suitability in the UK, ranging from U to 18, legally restricting cinema and retail distribution

Targeting cinema advertising to specific film genres to reach audiences with relevant messaging based on the type of film they're watching.

Fine-tuning is the process of adjusting a pre-trained AI model with new data to improve its performance for specific advertising tasks.

First Input Delay measures how long a webpage takes to respond to user interaction. A Core Web Vital metric critical for search rankings and user experience.

Data collected directly from your own customers and website visitors, which you own and control. First-party data is becoming essential as third-party cookies p

Two auction models determining ad prices: first-price means winning bidders pay their full bid, while second-price means they pay the next highest bid.

Fixed Spot places ads at specific times, while Run of Day (ROD) allows broadcasters to schedule ads flexibly within dayparts, offering different cost and contro

A readability metric (0-100) measuring how easy text is to understand. Higher scores indicate simpler, more accessible content suitable for broader audiences.

Illegal posting of advertisements on structures without permission. A high-risk practice that damages brand reputation and carries legal consequences in the UK.