Glossary

Socio-psychographic Targeting allows the identification of specific target groups according to their web-browsing behavior. It does not only analyze the consumers’ purchasing habits and visited websites but also their interests and personality characteristics that drive users to buy a product or service. All this kind of data can be combined with each other and makes it possible to build new and more specific target groups and improve recommendations in order to specify advertising placement.

Social media marketing refers to the kind of online marketing which is being used by companies in order to advertise their products and services. It usually combines traditional online marketing methods with internet services and platforms which serve for the exchange of user´s experiences and opinions. Social media marketing also contributes to an increase in the number of visitors to a homepage, extends or maintains a brand image and improves brand awareness to a respectable degree.

Social media is a general term to describe all kinds of internet platforms or forums whose contents are created, published, improved and commented on by the users themselves. They do not only contain text but also videos, sounds and pictures. Social media distinguishes itself from other traditional media through the potential reaction, interaction and dialog possibilities that they offer to the users.

The Predictive Behavioral Targeting system learns from user behavior combined with demographic data or other third party data (like a user´s information from similar users) in real time. Machine-learning algorithms work to provide ad-servers with precise profile information for the whole inventory.

Performance marketing is a generic term to define different sorts of online marketing instruments used to reach a measurable reaction of internet users and increase the chance of a conversion or transaction. E-mail marketing, banner ads, search engine marketing (SEM) or affiliate-marketing are some of the performance marketing instruments.

Online marketing (eMarketing, web marketing or iMarketing) refers to all marketing methods used to advertise a product or service over the internet. E-mail marketing, banner ads, search engine marketing (SEM) or affiliate-marketing are some of the most popular online marketing strategies.

Contextual targeting is an extension of search advertising. Just as users can search for keywords on different search engines and see ads related to those keywords, visitors to content network sites can see ads related specifically to the content they are viewing on a web page. If a user, for instance, is surfing on a website related to finances he will be able to see some ads related to stocks or financial consulting services. On the one hand, this method guarantees the actuality of the topics, but in the case of a failed context interpretation, the wrong ad will reach the wrong person.

Advertisers select a list of keywords related to their businesses or products. Later on these words are matched to different banner- and text-ads which will be shown every time the chosen keywords are used or according to the website content.

Geo targeting is a method of determining the geo-location (the physical location) of a website user and delivering different ad-content to that specific visitor based on his Internet Protocol address (IP-address) or different location data completed on any of his web registrations, such as country, region/state, city, metro code/zip code, organization, address, ISP or other similar criteria. This kind of targeting is particularly useful to reach potential customers with advertising campaigns planned for specific regions.

Behavioral targeting uses information based on and collected through users’ web-browsing behavior, such as the pages they have visited, which kind of ads they clicked on or the searches they made, in order to select which advertisements to display to each user. This helps Advertisers to deliver their online advertisements to the users who are most likely to be interested in their products or services.

A web banner or banner-ad is a graphic form of advertising on the Web. This way of online advertising is intended to attract traffic to a website by linking to the website of the advertiser. The advertisement is constructed from an image (GIF, JPEG, PNG), JavaScript program or multimedia object and often employs animation, sound, or video to maximize presence.