Source: IAB
A/B test:

This technique consists in measuring the effectiveness of an object (ex mail, banner, landing page, form, etc.) by offering several versions of it in the same population. either by querying two different populations (for example: presentations / surveys in a campaign) about the same subject or topic.

Ad centric:

A performance measure is called ad-centric if it is based on a de-duplication at the level of one or several purchased only channels.


Also called "market place", an Ad Exchange is a technology platform that optimizes the purchase and the sale of inventory advertising display in an open environment, in time real (RTB - Real Time Bidding) on a principle of auctioning of each advertising impression.


Campaign management software, programming of the advertising online statistical tracking objects. This management can be done independently or not from the editorial pages or applications Internet, advertising items being served from the server of the Régie, the advertiser or media agency. Ad Server allows dynamic insertion of advertising objects in the spaces provided for this purpose (editorial, games, videos, applications pages). Note: the Ad Server also offers opportunities for targeting marketing.

Call to action:

Refers to a graphic element (button) or a link advertising contact to carry out a particular action (visit a website, buy, register, etc.).


Limit for a given period, in the number of insertions of advertising on a support site. A capping of 4 to 24 h for a banner means that it will appear four times for each visitor during a full day.
Definition IAB : Capping = frequency x format x duration x location.


Small sheet text, on the occasion of a consultation by the site server or a third party authorized by the site, on the hard disk of the connected position. It allows to collect and store data on the behaviour of navigation from the connected position.

Cover / Reach:

Number of individuals from the target that were in contact at least 1 time with one or more supports the media device. It speaks fluent cover at least 1 contact and expressed in thousands or %. (In % of a target, also known as penetration).

CPA: Cost per action

Mode of purchase based on the actions performed on the advertiser's website, which can be paid (sales) or free (registration form for example).

CPC: Cost per click

Mode of purchase which is based on the number of clicks by users on advertising from the advertiser.

CPL: Cost per lead

Type of CPA. This mode of purchase is based on the number of 'lead' shares measured on the campaign (see lead).

CPM: Cost per thousand

Purchase which corresponds to the cost of 1000 views of an advertising object or set of objects of a same same advertiser campaign.

CPM - has:

This billing mode is a variation of the CPM. The advertiser is charged number of advertisements issued during a campaign that integrates a CPA goal however. The delivery of the ads will be optimized to "stick" to the goal of neither. This allows to reconcile insurance of the delivery of the campaign, while controlling the cost of acquisition. It thus represents a compromise between visibility/coverage and control of the King.


Customer relationship management. 
All the actions carried out by a brand to improve and optimize its relationship with its customers.


Deduplication of conversions:

Procedure to assign only one channel previously measured conversion. This de-duplication can be performed in real-time or after the campaign, take into account all channels or exclude some, give rise or not to an allocation of specific Committee, consider the logic of contribution or not... It can be more or less only and complex depending on the needs identified by the advertiser.


Graphic advertising on the Internet.

DMP (Data Management Platform):

Technology platform that allows the treatment and management of the anonymous data used in of advertising targeting such as demographic profiles, centers of interest or purchase intentions. These data can come from sources advertisers/publishers (first party) or third-party data (third party data).


Technological platform of optimization that allows an advertiser or an agency media, via a single interface, to buy real-time inventory display offered by the various Ad Exchanges or SSP.


Data providers / Data Exchange (or data provider):

The Data Exchanges bring the qualification of users information and a basis being anonymized. They are the display ecosystem that the megabases were at direct marketing: they qualify as Internet users on socio-demographic criteria, behaviour and interests. They provide a perfect anonymity of the data collected and make available to users the means to accept or oppose the collection and exploitation of data produced by their navigation.
Opposite to the sale process, it's a free registration.


KPI (Key Performance Indicator):

Key indicator of performance that must measure progress (or meet) to achieve a strategic goal. A KPI can meet the following objectives: assessment, diagnosis, communication, information, motivation and continuous progress.



Technique of approach to identify users profiles once they have at least a common denominator (ex: their navigation).

Low CPM:

Between CPM and CPC, it is a mode of purchase for thousand impressions whose cost is below € 1 net.


A lead is a registration form.
• The opt-in liabilities: a box is already pre - checked (or a drop-down menu already present) on the affirmative answer.
• The opt-out active: the user must check a box (or select a menu drop-down) to not receive message later.
• The opt-out liabilities: where it fits or subscribes to a service, the user is registered of this without having the ability to change his choice. It cannot unsubscribe that retrospectively.


Keyword (generic or specific):

Word or phrase for indexing content and facilitating research on Internet term (s) using the user or the user to clarify the purpose of its application from a search engine.


Optin / Optout:

Modalities of collection of the personal data of Internet users. Four types are generally considered:
The opt-in assets: the user must voluntarily check a box (or scroll through a menu drop-down) so that the data can later be used for commercial purposes.


Post click (measure):

Measures resulting from click advertising effects. This measure is usually done through the tools of web analytics.


We talk about conversion-post view when it is done after the user saw a promotional item in relation to the advertiser who is beneficiary during his surfing.


Retargeting / retargeting:

Additional device drivers of traffic acquisition commonly used by advertisers to attract visitors on their sites, which aims to redirect on these sites only users who have already visited these sites and re-engage in a process of purchase via custom banners.


Indexing of a website or certain pages in the various search tools available on
Internet, as search engines, to improve awareness and visibility. More generally refers to the indexing of content in a database. Referencing a website or pages through the use of two separate but complementary practices: sponsored links and SEO.
Is SEO, the fact that the address of the site in question is present in the search engines or directories without having had to pay these engines. SEO is especially based on an algorithm that determines the relevance of a page to a request.
The paid referencing (or sponsored listing) is a service that, proposed by many search engines, has grown from the year 2000. This concept implies that the positioning of the website or pages in the 'sponsored links' of a search engine depends on transactions made with it, according to the principle of payment at the click.


Number of contacts an individual has with all of the supports of a campaign.

ROI (Return On Investment):

The ROI is a percentage that measure the amount of money earned compared with an advertising investment.

RTB (Real Time Bidding or auction in real time):

Defines the system of purchase in real time on advertising space.



SEa (Search Engine advertising)
Also called paid search engine optimization. Is to integrate search engines in an acquisition strategy of traffic or sales on Internet, in the form of bids on the purchase of keywords, in order to place at best its commercial ads on search engine results pages.
SEo (Search Engine optimization)
Also known as SEO. Is to integrate search engines in its procurement strategy of Internet traffic, in the form of a reflection on the positioning of the site and the actions of optimisation (actions on the structure of the site, the semantics of the pages and relevance.


Subgroups of a population with one or more decisive commonalities.

Site centric:

Method of measurement on the Internet that is to measure and analyze from data collected via Internet sites.


Unsolicited e-mail, SMS or MMS, sent to a very large number of people without their consent.


Tag / marker:

It is an element introduced into each of the pages to be measured, to bear witness to their dissemination. It is inserted into the source code of the page.

Click rate:

Ratio, expressed as a percentage, between the number of clicks made on a promotional item and the number of views of this same advertising object over a given period.

Rate of conversion/transformation:

For a site given, percentage of Internet buyers on the total number of Internet visitors to the site during a reference period. The conversion rate indicates the ability of the site to drive Internet users who visit to accomplish a given or predefined action (purchase, subscription to a newsletter, taking appointments).

Bounce rate:

Expresses the percentage of visitor who lands on an Internet site without consulting other pages.

Touch points:

Points of contact.


Actions to propose a custom content a. actions to measure the profile of the visitor of a site, its course, its attractions, its origin in the network, etc.

Trading desk:

Entity specialized in the purchase of audience. The Trading Desks can be derived from media agencies or independent of any media agency. They use the available DSP technologies or developed internally to optimize advertising campaigns.


User centric:

Method of measurement on the Internet that is to analyze data that has been collected on Internet users via their browser (profiles, practices, uses...,) and therefore qualify, through these profiles, the hearing sites and Internet applications.