Glossary Terms

Horizontal and vertical axes on a graph

X denoting a specific conversion goal

Defining quality or characteristic that makes someone or something stand out.

A language that defines rules for encoding documents in a format that is readable.

Type of formatted XML used to deliver regularly changing content.

Protocol that uses XML to encode its calls and HTTP as a transport mechanism.

A list of URLs for a site used by search engines to crawl and index.

The percentage of clicks vs. impressionsNumber of times an ad is displayed. on an advertisement.

Strategy used to sell the right inventory to the right customer at the right time.

Process of improving the performance of an ad campaign.