Digital marketing terms A–Z

Content a brand pays a publisher or creator to produce or distribute, clearly labeled as paid.

The rel=sponsored value that marks a link as paid or part of an advertisement.

A social post a creator is paid to publish promoting a brand's product or message.

A lead vetted and accepted as ready for direct sales engagement.

A digital file that enables encrypted HTTPS connections and verifies a site's identity.

A threshold used to judge whether an observed result is unlikely under a null model.

How often monthly users return, measured as daily active users divided by monthly active users.

A call-to-action button that stays visible on screen as the visitor scrolls the page.

A navigation bar that stays fixed at the top of the screen while the user scrolls.

A TikTok feature that clips part of another video into the start of your own.

Full-screen photos or videos that disappear after 24 hours on many social platforms.

Saved Instagram Stories grouped on a profile so they stay visible past 24 hours.

Using narrative structure to share a message so it is engaging and memorable.

Structured data is standardized code that describes a page's content to search engines.

An ad add-on that lists specific aspects of your products or services under a header.

A reference document that sets the rules for how a brand writes and formats content.

A secondary line under a headline that adds detail and supports the main promise.

The short headline of an email shown in the inbox that helps decide whether it is opened.

A rule for automatically removing or pausing subscribers who stay inactive for a set period.

Choosing the most efficient routes to buy the same ad inventory in programmatic advertising.