A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.

A view-through rate (VTR), measures the number of post-impression response or viewthrough from display media impressions viewed during and following an online advertising campaign.

A method of comparing two versions of a webpage or mobile app experience against each other in order to test the accuracy of the testing tool.

A method of comparing two versions of a webpage or mobile app experience against each other to determine which performs best.

A method of comparing multiple versions of webpage or mobile app against each other to determine which performs best.

Above The Fold The top most portion of a webpage that is visible without users having to scroll.

The maximum allowable spam complaints for any email marketing campaign

The percentage of email messages that are accepted by your recipient's mail servers. Just because an email is accepted by the mail server does not mean it will arrive in the inbox. Even legitimate mail can be mistakenly filtered as spam, which is considered a false-positive.

Accessibility is the process of making web content accessible to people with disabilities such as those who are visually impaired, hearing-impaired, colour blind people, or anyone else who cannot for whatever reason, use a computer in a conventional manner. A website with poor accessibility will be difficult for these people to use. Accessibility is particularly important for sites providing information to those with disabilities such as those in the healthcare sector and government departments. Accessibility is an important aspect to consider when designing any site. Guidelines for the various levels of accessibility are set by industry bodies, such as the W3C WAI.

A business marketing strategy that concentrates resources on a set of target accounts within a market.

An ad exchange is a digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-time auctions.

Ad fraud is a type of scam in which the perpetrator fools advertisers into paying for something that is worthless to them, such as fake traffic, fake leads or misrepresented and ineffective ad placement.

An online advertising network or ad network is a company that connects advertisers to web sites that want to host advertisements. The key function of an ad network is aggregation of ad space supply from publishers and matching it with advertiser demand.

The technology that stores, delivers and places ads on websites. Typically, publishers and third-party ad tech companies have ad servers.

The concept of how visible ads on a website or mobile app are to users.

An Agency Trading Desk (ATD) helps to manage programmatic media acquired through a bidding system, which intends to seek a certain audience. It is a massive media buyer and reseller, which functions as an independent working unit within a large media buying concern.

Stands for Asynchronous JavaScript and XML. AJAX is typically used for creating dynamic web applications and allows for asynchronous data retrieval – content updating without the web page having to reload. The JavaScript on any given page handles most of the basic functions of the application, making it perform more like a desktop program instead of a web-based one. A good example of AJAX in action is Google Maps – which allows the visitor to scroll around a map without the browser refreshing.

A set of instructions or procedures used in order to accomplish a task, such as creating search results in Google. In the context of search, algorithms are used to provide the most relevant results first based on those instructions.

Ask me anything. A style of Reddit post, in which the poster opens themselves up to questions and answers them in the comments, usually done in real-time.

Measuring, analysing and interpreting activity and interactions on and across social media platforms. It is a powerful tool for marketers, enabling them to see how they are performing against Social Media Objectives and where they can improve.

Anchor text usually gives the user relevant descriptive or contextual information about the content of the link’s destination. The anchor text above in bold – what the visitor will see on a website.

Usually used in the context of Android phone, Android is a free and open source operating system developed by Google that powers a variety of mobile phones from different manufacturers and carriers. It is a rival of the iPhone platform. In contrast to Apple’s tightly controlled architecture and App Store, Android allows users to install apps from the Android Market and from other channels, such as directly from a developer’s website — which allows for X-rated content, for example. Some well-known Android phones are the Nexus One, the Motorola Droid and HTC Evo. Expect to see competitors to the iPad running a version of Android.

Annual Recurring Revenue, or ARR, is a subscription economy metric that shows the money that comes in every year for the life of a subscription.

The total revenue generated from all active subscriptions in a year, emphasizing the predictable and recurring nature of the revenue in SaaS business models.

The way computer programs share data and functionality with other computer programs. APIs are an increasingly critical part of the Internet’s interconnection. Many say that the future of the Internet lies in APIs because they help distribute and combine content. On the Web, APIs are generally special URLs that give back machine-readable data, in formats like JSON or XML, rather than human-readable data, which is usually HTML. Facebook, Twitter and Google Maps all have APIs that allow other websites or computer programs to use their underlying tools. The New York Times and NPR have also released APIs that allow other programs to draw on archives of movie reviews, restaurant reviews and articles.

Short for application, a program that runs inside another service. Many mobile phones allow apps to be downloaded, leading to a burgeoning economy for modestly priced software. Can also refer to a program or tool that can be used within a website. Apps generally are built using software toolkits provided by the underlying service, whether it is iPhone or Facebook.

The process of building a mobile application to meet the needs of specific audiences.

Active Server Pages (ASP), also known as Classic ASP or ASP Classic, was an early server-side script engine for dynamically-generated web pages.

Above the line ads include any which focus on general media such as TV, cinema, radio, print and the Internet.

A syndication format for machine-readable web feeds that is usually accessible via a URL. While it was created as an alternative to RSS (Real Simple Syndication) to improve upon RSS’s deficiencies (such as ambiguities), it still is secondary to RSS. (See also, RSS)

Audience extension is an application of behavioral targeting which allows advertisers to target a premium site audience across other sites that belong to the same ad network.

A group of users with similar traits or characteristics.

Targeting of specific audience segments, such as an age demographic. Audience segments can be defined in OpenX or in an external data management platform (DMP).

Logging of any changes to data (creation, modification, or deletion) to allow a system admin user to review all historical changes.

A picture or a graphic that represents you or your company online. Also commonly known as a Profile Picture.

The average dollar amount spent each time a customer places an order on a website or mobile app.

Average Revenue Per User (ARPU) is defined as the total revenue divided by the number of subscribers.

Average Selling Price (ASP) is the average price paid by a new customer at the moment they first convert to a paid subscription.