Digital Media Glossary

Everything you need to know about Digital Marketing and Media Buying

Media buying is a strategic process in the field of advertising and marketing that involves the procurement of advertising space or time across various media channels to reach a target audience effectively. It is a fundamental aspect of any successful advertising campaign and plays a crucial role in maximizing the impact of promotional efforts.


In today's digital age, media buying encompasses not only traditional outlets such as television, radio, print, and outdoor advertising but also online platforms such as websites, social media, search engines, and mobile applications. The goal of media buying is to identify the most appropriate media channels that align with the campaign objectives and ensure that the right message reaches the right people at the right time.


The process of media buying involves several key steps. First and foremost, it requires a comprehensive understanding of the target audience, including their demographics, interests, behaviors, and media consumption habits. This information is vital in selecting the most relevant media channels that will effectively engage and resonate with the intended audience.


Here you can find a short explanation about the most relevant Digital Media and Media Buying terms used to help you understand the most common phrases and abbreviations.

Ad Exchange

An ad exchange is a digital marketplace where advertisers and publishers come together to buy and sell advertising inventory in real-time through automated auctions. It allows for efficient and transparent transactions between multiple parties.

Ad Impressions

Ad impressions refer to the number of times an advertisement is displayed or shown to users. It indicates the reach and exposure of an ad campaign but does not necessarily reflect user interactions or engagement.

Ad Network

An ad network is a platform that connects advertisers with publishers to facilitate the buying and selling of ad inventory. It aggregates ad space from various websites and apps, allowing advertisers to reach a wider audience.

Ad Placement

Ad placement refers to the specific location or position of an advertisement within a website, app, or other media channel. Strategic ad placement can influence visibility, user attention, and overall campaign performance.

Ad Targeting

Ad targeting involves selecting specific audience segments or demographics to show advertisements to, based on factors such as location, interests, behavior, or demographics. It helps ensure that ads are shown to the most relevant and receptive audience

Click Fraud

Click fraud refers to the deceptive or fraudulent clicking on online advertisements with the intention to generate illegitimate clicks or increase costs for advertisers. It can be performed by individuals or automated bots.

Conversion Tracking

Conversion tracking is the process of monitoring and measuring user actions or conversions on a website or landing page. It helps marketers assess the effectiveness of their campaigns and identify which channels or ads are driving desired outcomes, such as purchases or form submissions.

Cost per Action (CPA)

CPA is a pricing model in digital advertising where advertisers only pay when a specific action, such as a purchase or lead generation, is completed. It ensures that advertisers pay for actual results rather than ad impressions or clicks.

Cost per Click (CPC)

CPC is a pricing model in digital advertising where advertisers pay a predetermined amount each time a user clicks on their ad. It is commonly used in pay-per-click (PPC) campaigns.

Demand-Side Platform (DSP)

A demand-side platform is a software platform used by advertisers and agencies to automate the buying and optimization of digital advertising inventory. It provides tools for audience targeting, ad buying, and campaign management across multiple ad exchanges and publishers.

Display Advertising

Display advertising refers to visual advertisements (such as banners, images, or videos) that are displayed on websites, apps, or other digital platforms. They can be either static or interactive and are designed to attract the attention of users.




Geotargeting is the practice of delivering advertisements to specific geographic locations or targeting users based on their physical location. It allows advertisers to tailor their messages to local or regional audiences.

Header Bidding

Header bidding is an advanced programmatic advertising technique that allows multiple ad exchanges and demand sources to bid on advertising inventory simultaneously. It aims to maximize revenue for publishers by increasing competition and auction transparency.

Influencer Marketing

Influencer marketing involves collaborating with influential individuals, such as social media personalities, bloggers, or industry experts, to promote a brand, product, or service to their audience. It leverages the influencer's credibility and reach to drive brand awareness and generate leads or sales.

Key Performance Indicators (KPIs)

KPIs are measurable values that indicate the performance and success of marketing campaigns or specific objectives. Examples of digital media and media buying KPIs include impressions, click-through rate (CTR), conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS).

Pay-per-Click (PPC)

PPC is an online advertising model where advertisers pay a fee each time their ad is clicked. It allows advertisers to bid for ad placement in search engine results or on websites, and they are charged only when someone clicks on their ad. Popular PPC platforms include Google Ads (formerly known as Google AdWords) and Bing Ads.

Programmatic Advertising

Programmatic advertising is an automated method of buying and selling digital advertising space in real-time through the use of algorithms and technology. It allows advertisers to target specific audiences and optimize campaigns by leveraging data and advanced targeting capabilities.




Retargeting, also known as remarketing, is a digital advertising technique that targets individuals who have previously interacted with a website or brand. It involves displaying relevant ads to these individuals across various online platforms to re-engage them and encourage conversions.


SEO stands for Search Engine Optimization. It refers to the process of optimizing a website to improve its visibility and ranking on search engine results pages. SEO involves various techniques such as keyword research, on-page optimization, backlink building, and content optimization.


SEM stands for Search Engine Marketing. It encompasses paid advertising efforts on search engines, primarily through platforms like Google Ads. SEM involves creating and optimizing search ads to drive targeted traffic and increase visibility on search engine results pages.


SERP stands for Search Engine Results Page. It refers to the page displayed by a search engine in response to a user's search query. Marketers aim to achieve high rankings on SERPs to increase visibility and organic traffic to their websites.


Social Media Marketing

Social media marketing involves using social media platforms like Facebook, Instagram, Twitter, LinkedIn, and others to promote products, services, or brands. It includes strategies such as content creation, community engagement, influencer partnerships, and paid advertising to reach and engage with target audiences.

Split Testing



Split testing, also known as A/B testing, is a method where two or more versions of a webpage or ad are compared to determine which performs better. It involves randomly splitting the audience and measuring the response to each version to make data-driven decisions for optimization.




Storytelling in digital marketing involves creating narratives or compelling stories around brands, products, or campaigns to engage and resonate with the audience. It helps establish emotional connections, capture attention, and communicate brand values effectively.