![]() I have seen it described as a multi-purpose unit in the past due to the versatility of this ad format, however the traditional meaning is mid-page unit.ĭSP – The advertiser’s access to ad exchanges, the DSP is a demand side platform. Their name comes from this frequently used position and is an abbreviation of mid-page unit. MPU – MPU’s are the square ad units you often see when scrolling through a news article. This is often used by retailers with large product catalogues of varying price. The total revenue generated divided by the number of orders placed to show the average value of each. This is used by businesses such as banks, but also more traditional companies such as catalogue companies and even some subscription services as their primary measure of success.ĪOV – Intrinsically linked to return based metrics Average Order Value (AOV) is self-explanatory. ROAS – a variation on ROI, ROAS represents return on ad spend and is another way of describing the return generated from an amount of investment.ĬPAO – one for the account based services, CPAO is an abbreviation of cost per account opened. ROI is generally represented as a percentage or a numerical figure based on the equation £ generated divided by £ spent. Of course return on investment (ROI) is not a digital specific metric, but it due to the measurability of digital channels its use has helped budgets flow as it has provided advertisers with the assurances their money was being well spent. ROI – Arguably one of the metrics that has led to the growth of digital ad spend over the last decade. Whilst no related to the price paid for the advertising it is often used as a measure of the relevance or effectiveness off a campaign. ![]() Click through rate (CTR) is the number of clicks generated divided by the number of times your ad was seen (impressions) represented as a percentage. As more and more display advertising has become auction based it is now a fluctuating average of the price paid for a group of impressions rather than the fixed price it originally was.ĬTR – Another staple of the digital advertising world. ![]() The M in CPM stands for Mille (from the Latin for thousand) and this metric was the original trading price for display advertising. ![]() ![]() This can either be the exact cost for a single clicks, or the average cost per click calculated simply as total cost divided by number of clicks for a given set of data.ĬPM – mostly used in relation to display advertising CPM is the cost paid for every thousand impressions (ad views) on a piece of activity. CPC is the abbreviation of cost per click and cost paid (often an average across a number of clicks) for each click on your digital advertising. Well fear not! The below list will help you navigate this overly complex language and boost your digital vocabulary.ĬPC – the cornerstone of marketing performance since the early days of search marketing. Programmatic trading and its related technology has produced a world where whole sentences can be constructed using only acronyms and the odd verb. A member of the public walking into a conversation about advertising performance could be forgiven for believing we have our own secret language to keep them from understanding what is being discussed.Īnd nowhere is that magnified than within digital channels. Advertising in general loves a good acronym. ![]()
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