CMDC Media Digest, 2015-2016

TERM MEDIA DEFINITION TERM MEDIA DEFINITION CLICK THROUGH RATE CTR Digital The rate expressed as a percentage at which users click on an ad This is calculated by dividing the total number of clicks by the total number of ad impressions CONTENT NETWORK Digital Group of websites that agree to show ads on their sites collectively served by a thirdparty ad network in exchange for a share of the revenue generated by those ads CONTEXTUAL ADVERTISING Digital Advertising targeted to a non search web page based on the pages content keywords or category COOKIE Digital A very small text file i e program code that is stored on a users browser for the purpose of uniquely identifying that browser COST PER CLICK CPC Digital Cost of advertising based on the number of clicks received CROWD FUNDING Digital Crowd funding refers to the act of soliciting donations or investments from online users outside your organization who collectively raise money to support a cause or to underwrite a project CROWD SOURCING Digital Crowdsourcing refers to the act of soliciting content ideas or skills from online users outside your organization who collectively help you solve a problem DATA MANAGEMENT PLATFORM DMP Digital A centralized system for gathering firstparty data integrating with third party data and applying this data to ones advertising strategy Advanced DMPs offer users the ability to create custom segments forecast segment volumes sync segments with other sources overlay advanced analytics and are often integrated with or part of DSP platforms AGENCY TRADING DESKS Digital An agency trading desk is a department or subsidiary of an advertising or media agency It is often considered as an internal center of excellence for managing digital advertising buying on behalf of agency clients ALGORITHM Digital An algorithm is a set of formulas developed for a computer to perform a certain function This is important in the social sphere as the algorithms sites like Facebook and Google use are critical for developing contentsharing strategies ANALYTICS Digital The systematic computational analysis of data or statistics Website analytics refers to the software that collects the data and provides analysis tools APP Digital A software application downloaded onto mobile devices designed to educate entertain or assist consumers APPLICATION PROGRAMING INTERFACE API Digital An API is a documented interface that allows one software application to interact with another application BANDWIDTH Digital The transmission rate of a communications line or system BEHAVIORAL TARGETING Digital Displaying ads to users based on their past browsing behaviour within an ad network or through a DSP Demand Side Platform BID Digital Maximum amount of money that an advertiser is willing to pay each time a web searcher clicks on an ad or views and ad CACHE Digital Memory used to temporarily store the most frequently requested online content files pages to speed its delivery to the user 168 Glossary CANADIAN MEDIA DIRECTORS COUNCIL