From CPM to ROI: Understanding Digital Marketing Acronyms for Successful Cannabis Advertising

From CPM to ROI: Understanding Digital Marketing Acronyms for Successful Cannabis Advertising

Marketing 101|medical marijuana signage

Our hope is that you can avoid those dreaded meeting moments and maybe even impress a colleague or two with your newfound knowledge of cannabis digital marketing terms to go along with your cannabis marketing:

API: Application Program Interface


The building blocks of software applications. Not to be confused with apps.

ATD: Agency Trading Desk


A media buying and reselling function that gives buyers greater control over ad placement. Often layered with a demand-side platform (DSP).

BR: Bounce Rate


The percentage of visitors who leave a website after visiting only one page.

CAC: Customer Acquisition Cost


Pretty self-explanatory. This refers to the combined costs of convincing a consumer to buy a product or service.

CMP: Creative Management Platform


A tool used by creatives to easily make ad versions for testing.

CPC: Cost Per Click


The price an advertiser pays to a publisher each time their ad gets clicked. Also referred to as Pay Per Click (PPC).

CPM: Cost Per Thousand


The cost of 1000 impressions on a specific publisher. But what’s that “M” for, you ask? It stands for “mille,” which is Latin for thousand.

CRM: Customer Relationship Management


A company’s strategy that leverages past customer data to better interact and build relationships with their current and future customers.

CR: Conversion Rate


Not just a football term, it refers to the percentage of customers who take a desired action.

CRO: Conversion Rate Optimization


Unsurprisingly, a system or strategy for improving your conversion rate.

CTA: Call to Action


An instruction to an audience or reader to provoke a response or action. Now, continue reading.

CTR: Click Through Rate


The rate at which consumers use a specific link to visit a landing page, advertisement, or other communication.

CX: Customer Experience


A customer’s experiences and interactions with a company.

DCO: Dynamic Creative Optimization


Display ad technology that automates multivariate or A/B testing.

DMP: Data Management Platform


A tool that collects and analyzes user data to improve targeting and messaging.

DSP: Demand Side Platform


One half of a programmatic ad buying platform (partner to SSP). Used by advertisers to buy impressions from publishers.

DNS: Domain Name Server


A program that controls domain names, websites, and email servers.

GDD: Growth Driven Design


A web design system that iterates on smaller pieces in phases, resulting in a faster turnaround.

KPI: Key Performance Indicator


One or more metrics identified to track the success of a company, a campaign, or a communication.

LTV: Lifetime Value


The estimated company profit attributed to the entire relationship of a single, particular customer.

PMP: Private Marketplace


A private, invitation-only media auction held by a publisher.

ROI: Return on Investment


The expected value of each dollar spent on a specific project.

RSS: Rich Site Summary


An organizational tool that searches websites and creates an informational feed in real time.

RSS: Really Simple Syndication


The. Exact. Same. Thing. As rich site summary. We’re sorry, we don’t make the rules.

RTB: Real-time bidding


The automated media-buying process used for most programmatic impression purchases.

SaaS: Software as a Service


A licensing and distribution structure where software is centrally hosted and made available over the internet.

SSP: Supply Side Platform


The other half of a programmatic ad buying platform (partner is DSP). Helps digital media owners and publishers sell digital ads in automated auctions.

Written by
MediaJel
Published on
June 17, 2021
Refresh Date
July 3, 2023