Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
Brand safety
Brand safety refers to the set of practices that ensure advertising and content placements do not appear alongside inappropriate or misaligned...
Cost per click (CPC)
Cost per click (CPC) represents the price paid each time a user clicks on a digital ad. It’s central to paid media efficiency and budget control.
Demand-side platform (DSP)
A demand-side platform (DSP) is a technology that allows advertisers to purchase digital ad inventory programmatically across multiple exchanges.
Frequency capping
Frequency capping limits how often a user sees the same ad within a defined time period. It prevents overexposure, fatigue, and wasted budget in paid...
Media plan
A media plan details how, when, and where ads will appear to reach target audiences. It aligns creative assets and channel strategy with campaign...
Native advertising
Native advertising is a form of paid media designed to blend seamlessly with the surrounding content on a platform, matching its format and tone.
Paid media
Paid media refers to any marketing activity where organisations pay to reach specific audiences across digital channels.
Paid search
Paid search is a digital advertising channel where marketers bid on keywords to appear prominently on search engine results pages.
Pay per click (PPC)
Pay per click (PPC) is a digital advertising model where advertisers pay each time their ad is clicked. It’s the cornerstone of most paid search...
Programmatic advertising
Programmatic advertising automates the buying and placement of digital ads through real-time bidding systems.