Our hope is that you can avoid those dreaded meeting moments and maybe even impress a colleague or two with your newfound knowledge of digital advertising 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.