dgm university

Term

Definition

Advertiser

The company paying for the advertisement.

Agency

Agencies are clients of dgm who mange multiple advertisers

Banner

The standard type of creative format such as a static image or an animated image (i.e. jpeg or gif files)

BtoB

Businesses whose customers are other businesses.

BtoC

Businesses whose major customers are consumers.

Clicks

1) Metric which measures the reaction of a user to an Internet ad. There are three types of clicks: click-throughs; in-unit clicks; and mouseovers; 2) the opportunity for a user to download another file by clicking on an advertisement, as recorded by the server; 3) the result of a measurable interaction with an advertisement or key word that links to the advertiser’s intended Web site or another page or frame within the Web site; 4) metric which measures the reaction of a user to hot-linked editorial content. See also ad click, click-through, in-unit clicks and mouseover.

Conversion

the act of converting a web site visitor into a customer or at least taking that visitor a step closer to customer acquisition (such as convincing them to sign up for your e-mail newsletter)

Conversion rate

The rate at which visitors get converted to customers or are moved a step closer to customer acquisition. 

Cookie

Information placed on a visitor's computer by a web server. While the web site is being accessed, data in the visitor's cookie file can be stored or retrieved. Mostly cookies are used as unique identifiers (i.e. user IDs or session IDs) to isolate a visitor's movements from others' during that visit and subsequent visits. Other data that may get stored in a cookie include an order number, email address, referring advertiser, etc.

Cost per action

the cost incurred or price paid for a specific action, such as signing up for an email newsletter, entering a contest, registering on the site, completing a survey, downloading trial software, printing a coupon, etc.

Cost per click

The cost incurred or price paid for a clickthrough to your landing page.

Cost per thousand

the cost incurred or price paid for a thousand impressions