Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
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.
Cost per mille (CPM)
Cost per mille is the cost of serving 1,000 ad impressions. It’s a metric in digital advertising that measures how efficiently a campaign reaches its...
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...
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.
Return on ad spend (ROAS)
Return on ad spend (ROAS) measures the revenue generated for every pound or dollar spent on advertising. It’s a direct indicator of paid media...