Digital Dictionary A-C

Welcome to the Digital Dictionary - A glossary of digital terms for navigating Planet Internet … and as featured in both Digital Dollar books and Digital Dollars and Sense eMagazine.

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Ad Audience - The total number of people that have been exposed to or could possibly be exposed to an ad during any specific time period.

Ad Blocking - Methods to protect privacy from advertising. It can include software to block display ads, settings within a browser to stop personal information collection and settings within a browser to stop code (cookie) additions.

Ad Servers - An ad server is a computer that is configured with specialized software which places graphic and text based Internet advertisements on specifically configured web pages configured for any type of Internet format (social, mobile, search, etc). The software control is comprised of multiple functioning components including ad code, trafficking configurations (slots), orders and analytics. Based on this software, ad servers perform various tasks such as counting the number of impressions/clicks for an ad on a specific website, serving multiple ads to a webpage in specific orders and activity report generation.

Advertising Network - An Internet based network, comprised of multiple webpages, social media pages or websites that allow businesses to post targeted text, display or rich media ads within the content of the pages, for a fee. Advertising networks often provide tools for ad management and reporting. Ad pricing programs can vary. For example, advertising fees, paid by the advertiser, can be cost per click (CPC), cost per thousand ads served (CPM) and/or a fixed fee (sponsorship) based.

Alterian- This is one tool that offers tons of information and data so you can discover what people think of your brand in different countries, from different demographics, in different languages, etc. In other words. Great for understanding your online reputation.

AlterEgo - Adds an extra layer of security to your web app to thwart phishing attacks and breaches caused by insecure passwords.It generates temporary auth codes only accessible on users' mobile devices and makes them required for entry.

Analytics - Analytics are statistical and tracking tools that can be used to monitor activity on most Internet channels, including websites, email programs or social media configurations. They are comprised of a number of tracking statistics that can be used to help shape a company's activities and digital roadmap strategies. Analytics can measure items such as the most popular content, the demographic viewing this content generates and what viewers did after visiting the content.

Amplification Strategy- An advertising strategy that plans how to maximize paid advertising channels that can include paid social media ads, paid search ads, paid display ads, promoted posts, native content, and content discovery tools.

Art Direction - Art direction holds ultimate responsibility for the visual communication elements of digital initiatives. Media arts graphic design is a core competency within this discipline.

ATF and BTF - (Above the Fold) and (Below the Fold) – The space on the web page where an ad unit is displayed. ATF ads are typically more valuable because they are thought to be more widely seen and interacted with by the site user.

Audience Burn Rates - Audience Burn Rates are how fast you turn off your audience due to bad site practices, especially in advertising. By creating slow page loads, ad heavy design, blocking content, and auto-playing videos, users are getting turned off at a faster and faster rate.

Authority Brand- An Authority Brand on the Internet is a brand and domain name which dominates non-paid organic and social search return listings pages for a particular subject category.

AWeber - AWeber allows you to send new lead/ prospect emails in predetermined intervals so you can guide your potential customers right down the sales pipeline as you would like, every time.


Backlinking -includes placing links in blog comments, social media sites and other forms of content such as directories. This is an important activity that helps visitors find your website.

Blacklist a control system that denies access to an individual or group of users, programs, or Internet and social media addresses, or the use of such a system to block such access.

Big Data -Big data is the term for a collection of data sets so large and complex that is becomes difficult to process using on-hand database management tools or traditional data processing applications.

Blog -A blog is a web page or site containing the contributors own experiences, observations, opinions, etc., which may have links to other Web sites.

Bounceback- Bounce back refers to emails that are returned as not delivered because the email address is no longer in use, or were unavailable at the time the email was sent.

BrandsEye- This tool offers all of the basics of reputation management, but also offers competitive analysis and works great if you want several people in your office to work with the tool.

Brandwatch- This is one of the most popular tools to manage an online reputation. It works best for social media management and helps monitor certain keywords on these social sites.

Brick and Mortar Business -The term brick-and-mortar is most often used when discussing traditional businesses in relation to a business who soley exists on the Internet or a business that does not integrate their online business with their traditional business.

Brochure Ware Website- Also often known as a Corporate website, Brochure Ware websites have no commerce components associated with them. Their purpose is to present company or subject matter information in a professional manner, create visibility on the Internet, and allow a visitor to contact the site owner.

Browser Address Bar -The browser address bar is the location at the top of an open browser window, when a user resource locator is entered, in order to direct the browser window to a location on the world wide web.

Bottom of the Funnel (BOFU) - The bottom stage in your Digital Marketing Funnel is where you begin to qualify the most interesting leads through items such as free assessments, evaluations and trials.

Buffer - A social business automation tool that helps to ensure you have enough content spreading throughout Twitter. You have to fill in the buffer queue with links, pictures, comments, quotes and set the time in which you want your content to get a share in Twitter, Facebook or both at the same time.

BYOD - "Bring your own device." According to a 2012 report by Deloitte, two-thirds of the Canadian workforce use personal devices for work, a number expected to grow to three-quarters by 2015.


Cannonical Tags- tags designed to minimize crawl errors and the indexing of duplicate content in a website that has been adopted by many search engines.  Cannonical tags can assist with improving search engine rankings.

CGI-BIN - A directory (or folder) on a server that "houses" all the CGI programs on that server. When you see this in your browser's URL window, you are probably running or are about to run a CGI program

CheckMyColours - A tool for checking foreground and background colour combinations of all document object model (DOM) elements and determining whether they provide sufficient contrast when viewed by someone having color deficits.

Circles- The community groups that can be built by users on Google+. Circles offer features such as filtering what you share and what people are sharing and provide notifications when important people who are in your circle make a post.

Commerce Site- A Commerce site is often electronic catalogue driven. Simple pages of information about the company providing the site can be found within the configuration. However, the main purpose of the site is to sell and complete transactions online (display items for sale, reviews, customer comments, and so on).

Contextual Targeting - Contextual Targeting: Selecting audiences based on the type of content being displayed on a particular webpage.

Connections: A terms commonly used on Linked in to signify an individual who you share your profile and business information with. For example, your LinkedIn connections can view your 'full' profile instead of only a 'public' profile, send you a message in private and view your updates made within LinkedIn tools.

Consumer Facing Internet Presence -The portion of a website which is visible to the general public or to private or registered members. 
See also: Consumer Facing Internet Technologies

Consumer Facing Internet Technologies- Web, social and mobile technologies that power the portion of a website which is visible to the general public or to private or registered members.
See also: Consumer Facing Internet Presence

Content -For a website, social media channel, advertisement or mobile offering, content can be described as textual, visual or aural information that is encountered as part of the user experience. It may include, among other things, text, images, sounds, videos and animations.

Content Delivery Network (CDN) - A content delivery network (CDN) is a system of distributed servers (network) that deliver webpages and other Web content based on the geographic locations, the origin of the webpage and a content delivery server. Benefits include faster load and streaming times together with a more reliable network.

Content Plans- Content plans co-ordinate content, marketing and business resources around a forecasted schedule. They form a reference document for project tracking and they create dialogue within an organization regarding what information will be presented to the public and target audience on an Internet of Social Media product.

Conversion Tracking - Monitoring how many conversions have occurred during any specific time period, and analyzing which ads led to the conversions.

Copy Deck - The Copy Deck, also known as a Content Deck, contains all content (example: text, images, video) that will constitute a product. Copy decks are used when creating many types of products including websites, a brochure, an email marketing program.

Copyscape- Copyscape locates where your content appears elsewhere online. In the free version, you can only see the top 10 results. If you want a more robust report, you can sign up for the premium paid version.

CPC (Cost Per Click) & PPC (Pay Per Click) -Cost Per Click (CPC) and Pay Per click (PPC) are Internet advertising terms that are sometimes used interchangeably. When used as distinct terms, PPC indicates payment based on click-throughs, while CPC indicates measurement of cost on a per click basis for media purchases not based on click-throughs.

Copywriting -The Copywriter has ultimate responsibility for the verbal or textual content, of an Internet product, service or advertisement. Copywriters are similar to technical writers and the careers may overlap. Broadly speaking, however, technical writing is dedicated to informing readers rather than persuading them. For example, a copywriter writes content to sell a car, while a technical writer writes the operator's manual explaining how to use it.

Click Fraud -Click fraud is a type of internet crime that occurs in pay-per-click online advertising. It happens when a person, automated script, or computer program imitates a legitimate user of a web browser that is clicking on an ad for the purpose of generating a charge-per-click without having actual interest in the target of the ad's link. Click fraud is the subject of some controversy and increasing litigation due to the advertising networks being a key beneficiary of the fraud.

Crazy Egg - Let’s you know why visitors are leaving your site through use of heat map tools and visually displays were visitors are clicking, where they are not clicking and where they are abandoning. Mouseflow is a mouse-tracking and heatmap app that lets you record visitor activity and see website heatmaps showing where visitors click, scroll, and even stop to pay attention. It's like getting inside the mind of users and watching what they think.

Creative Direction- A critical part of marketing and advertising campaigns is determining a champion theme that sets the tone for individual advertisements and other forms of marketing communications. This is the responsibility of the Creative Director or one responsible for Creative Direction. The campaign theme is the central message communicated in promotional activities. Campaign themes are usually developed with the intention of being used for a substantial period of time. All too often they are short lived due to market conditions, competition in the marketplace, campaign ineffectiveness, and marketing mix.

Crawlers- are search engine software programs that include sophisticated scheduling algorithms to decide when to visit and revisit a particular page.

Cross-Device Targeting - Serving the same buyer targeted ads across multiple devices.

Customer Journey - The complete sum of online and offline experiences that customers go through when interacting with your company and your brand. Optimized digital customer journeys attempt to provide the customer with the most direct and clear path to the information they are seeking during their visit, while presenting new opportunities to them in a manner that does not distract from the customer’s original intention.

Custom Links - Custom Links add parameters to URLs for custom web-based or email ad campaigns that do not use auto-tagging features, used in all parts of the DMF. When a customer link is clicked unique parameters are sent to an Analytics account, to identify the URLs that are most effective in attracting users to your content.

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