The non-exhaustive glossary below includes the most commonly used specific terms in digital and programmatic marketing to give you a complete overview of the EuroDSP world.


Strategic approach that coordinates marketing and sales efforts to tailor content offerings to each defined persona or target group.

Ad inventory is the total amount of space that a publisher has available for advertisements at any given time.

Ad specs refers to the ads specifications (such as various formats, placements and objectives) in order to meet your business goals.

Addressable Tv advertising offers the possibility to show different ads to different households while they are watching the same program.

Person or company that advertises a product, serve or event.

Trading desks are media buyers and re-sellers within an ad agency that help advertisers execute programmatic media buys. They use either proprietary technology or a demand side platform to buy and optimize media campaigns on ad exchanges, ad networks and other inventory sources.
Find out more :

Advertisement on the Amazon platform which can take place under different formats : sponsored brands, sponsored products & sponsored display.

Audience intelligence is about obtaining and understanding audience insights, identifying marketing strategies to target these audiences based on insights.

A marketing strategy based on identifying subgroups within the target audience in order to deliver more tailored messaging for stronger connections. The subgroups can be based on demographics such as geographic location, gender identity, age, ethnicity, income, or level of formal education.


A backlink can be either an internal link directing one page of your site to another page of your site or an external link which directs users from your site to an outside source.

A list of people or things that are regarded as unacceptable or untrustworthy and should be excluded or avoided.

Brand safety is a set of measures that aim to protect the image and reputation of brands from the negative or damaging influence of questionable or inappropriate content when advertising online.

Branding is the marketing practice of actively shaping your brand.


It is placing the most appropriate ads within the right context. It’s ads placed in the most appropriate place to be read, heard, or watched, and this isn’t exclusive to digital.

Conversion describes the act of converting a visitor who browses your site to a paying customer.

A term that helps you to visualize and understand the flow through which a potential customer lands on your site and then takes a desired action (i.e. converts). This process if often described as a funnel because the customer is guided toward your conversion point.

Cookies are text files with small pieces of data — like a username and password — that are used to identify your computer as you use a computer network.

Customer relationship management (CRM) is a technology for managing all your company's relationships and interactions with customers and potential customers.

Cross-device targeting is the practice of identifying and delivering ads to a specific audience, across their devices. This omnichannel strategy allows marketers to reach users with consistent messaging across all their screens: desktop, laptop, mobile, tablet, and TV.


Data-driven marketing is a method of marketing that uses data, acquired through customer interactions, and from third parties to gain a better view into customers’ motivations, preferences and behaviors.

An organisation which produces data or metadata.

It is the practice of using data to segment consumers by demographics or interests in order to find the holy grail that is the right person on the right device at the right moment.

Digital Out-Of-Home (DOOH) advertising is defined as a marketing channel where promotional media is dynamically and digitally displayed in outdoor (out of home) public spaces.

Display advertising is defined as a mode of online advertising where marketers use banner ads along with other visual ad formats to advertise their product on websites, apps, or social media.

A Demand Side Platform (DSP) is an automated buying platform, where advertisers and agencies go to purchase digital ad inventory.


First party data is the information you collect directly from your audience or customers. It includes: Data from behaviors, actions or interests demonstrated across your website(s) or app(s) Data you have in your CRM.


Geotargeting (also called geotargeted advertising) is a type of advertising that uses location data to reach consumers with messaging appropriate to their locality and behavior. This advertising technology displays content based on an automated or assumed knowledge of consumers’ location.


High traffic means a large number of simultaneous requests from users expecting fast load times.

Hyperlocal tagreting is the process of targeting prospective customers in a highly specific, geographically restricted area, sometimes just a few blocks or streets, often with the intention of targeting people conducting “near me” searches on their mobile device.


The in-stream video placement allows advertisers to deliver a mid-roll video ads of few seconds to people watching videos.


Key performance indicators (KPIs) refer to a set of quantifiable measurements used to gauge a company's overall long-term performance.

The Keyword Cloud in SEO is essentially a list of the most commonly used keywords on your website.


A lookalike audience is a group of social network members who are determined as sharing characteristics with another group of members.


Marketing acquisition or customer acquisition aims to attract new visitors to its digital ecosystem, website, landing pages or social networks.

A marketplace is a platform where vendors can come together to sell their products or services to a curated customer base.

Marketing technology, also known as MarTech, describes a range of software and tools that assist in planning, executing, and measuring marketing campagins in order to achieve marketing goals or objectives.

A media channel refers to the specific medium by which an advertiser's message is conveyed to its intended audience.

Mobile advertising is advertising or other paid placement on mobile device screens, most notably smartphones and media tablets. Mobile ad formats include search-, Web-, app-, stream- and message-based placements.

Mobile audience targeting is a way of targeting your brand's key consumers by relying on data points about mobile users in order to deliver relevant ads to them – no matter what site or app they're using.

Multichannel channels refer to the practice of interacting with customers using a combination of indirect and direct communication channels.


Material in an online publication which resembles the publication's editorial content but is paid for by an advertiser and intended to promote the advertiser's product.

Real-Time bidding (RTB) refers to the practice of buying and selling ads in real time on a per-impression basis in an instant auction.

Negative targeting is where you set rules targeting a certain audience - but then exclude some segment within it.


It refers to any advertising that is carried out using traditional offline media, such as television, cinema, billboard ads, and radio.

Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising which uses the Internet to deliver promotional marketing messages to consumers.

Online audio or web radio refers to radio and music services that are streamed over the Internet.


A conversion pixel, or short piece of code, can be placed on your site to track the number of people who have completed a specific action – after first seeing or clicking on your ad.

Pixel specs refers to the pixel specifications (such as various formats, placements and objectives) in order to meet your business goals.

Predictive Targeting predicts and recommends how to target each experience, and to whom, without any need for manual analysis. Predictive Targeting is the first solution in the market that automates personalization.

The prestream video placement allows advertisers to deliver a video ads of few seconds before the people start watching the video.

Pretargeting is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous actions on many websites.

Partner Relationship Management (PRM) is a combination of the software, processes and strategies companies use to streamline business processes with partners who sell their products.

Programmatic marketing is the term used to describe the practice of using automated bidding and placement platforms that buy and sell digital ad space in real time.

Prospecting is the first step in the sales process, which consists of identifying potential customers, namely prospects.

A publisher is the owner of the ad inventory where advertisers can place their ads. The publisher can represent the individual or the company whose aim is to serve the ad impression to the target visitor, providing the traffic to the advertiser who paid for it.


Reach refers to the total number of people who have seen your ad or content.

A marketing report is a set of data created to analyze the performance of a specific marketing campaign or effort. It is utilized to effectively communicate a company's marketing strategy, including research, promotional tactics, goals, and expected outcomes.

Repositioning involves altering the brand to change what customers think about the products.

Ads placed on a retailer's ecommerce site or app by a brand in order to influence the customer at the point of purchase.

Targeting consumers at or near their point of purchase, or point of choice between competing brands or products.

Retargeting enables a company to remind its customers of its products and services after they leave its website without buying. It allows it to show its visitors relevant ads when they visit other sites. Retargeting works with apps and search as well as website banner ads.

Return On Ad Spend (ROAS) is a marketing metric that measures the amount of revenue earned for every dollar spent on advertising.

Return On Investment or return on costs is a ratio between net income and investment. As a performance measure, ROI is used to evaluate the efficiency of an investment or to compare the efficiencies of several different investments.


Search marketing, also known as search engine marketing or SEM, is a type of online marketing strategy that promotes websites by increasing their rankings and visibility on search engines like Google, Yahoo, or Bing. Search marketing employs both paid and unpaid (organic) tactics to help Internet users find the right website among millions.

A seller's account on Amazon is an account that is billed differently depending on the products.

Search Engine Optimization (SEO) is a method used to place a URL or website at the top of a search engine's results. SEO is a method used by businesses and individuals to maximize the visibility of their websites and their company.

Social media marketing (SMM) is the use of social media websites and social networks to market a company's products and services.

Sponsored Brands are cost-per-click (CPC) ads that feature your brand logo, a custom headline, and multiple products. These ads appear in relevant shopping results and help drive discovery of your brand among customers shopping for products like yours.

Sponsored Display is a self-service advertising product where ad creative is generated automatically and individual campaigns can be launched quickly. Sponsored Display ads are purchased on a CPC basis. Amazon DSP is a demand-side platform that allows advertisers to programmatically buy ads at scale.

Sponsored Products are cost-per-click (CPC) ads that promote individual product listings on Amazon. In just a few minutes, you can create a campaign, even if you've never advertised before.

The SynchroAd video placement allows advertisers to deliver a video ad while the people are watching the video without stopping that video.


A target market refers to a group of potential customers to whom a company wants to sell its products and services.

Target marketing involves breaking down the entire market into various segments and planning marketing strategies accordingly for each segment to increase the market share.

Third-party data is any information collected by an entity that does not have a direct relationship with the user the data is being collected on. Often times, third-party data is collected from a variety of websites and platforms and is then aggregated together by a third-party data provider such as a DMP.

A touchpoint is a message or way a brand reaches out to their target market providing engagement as it allows the brand to be seen by the prospective customer in a favorable way. The goal of effective touchpoints is that it will create an opportunity for the purchaser to choose their brand over another competitor.


A vendor is someone that has been invited by Amazon to become one. To become a vendor, your shop must have potential. A vendor will be charge a fixed percentage.

A ratio showing the number of paid views of a video ad to the number of impressions.


A list of people or things considered to be acceptable or trustworthy.