Staying up to date with the jargon and lingo of one of the most rapidly changing landscapes in the world is a very difficult thing to do. Every time that you feel that you are on top of the latest technical speak, along come a whole new set of phrases and acronyms. The digital world, where advances and changes are happening at an extraordinarily rapid rate is one of the toughest places to stay up to speed with the lingo. It is a tough space to enter and it is a tough space to stay current. So, if this is where you are operating (or hoping to operate), here are a few key acronyms you should probably remember and use.

The one everyone uses

If you want to sound like you know what you are talking about, just drop SEO into the conversation. Those three letters stand for search engine optimization and it means how well websites are ranked on Google or other search engines. Search engine optimization is affected by a number of different factors, and these should always be considered when planning a digital strategy. Without a doubt you want to have good ranking with Google which means that the optimization of your page needs to be just right.

Time to run

When looking to place advertisements on a website you might hear people talking about Google ads management company. Or taking about ROS and RON. These are terms that means run of site or run or network. In short it means that your banners are being given carte blanche placement on a specific site or a network. This is opposed to specific placements like home page takeovers or specific positions only. If something is trafficked ROS it can appear anywhere on the site at any stage.


How exactly do you measure the effectiveness of a digital strategy or campaign? Before you execute it, you need to work out what the key performance indicators will be. If you hit your KPIs it means that you are doing a good job. If you are missing them then you probably need to re-evaluate how you are doing things and adapt a little.

Return on investment

In old-school media it was always very difficult to determine what sort of return on investment or ROI a campaign was getting. This was simply because print and broadcast media were hard to measure. While it was easy, and still is easy to monitor what is being spent, statistics on things like interactions, leads or views were not so easy to come by. That is not the case with digital marketing where everything is trackable and collatable.


When buying and selling in the programmatic space there is a publisher platform, known as DFP and a brand platform known as DBM. The latter stands for Doubleclick Bid Manager and it is known as a demand side platform or DSP. Conversely DFP is Doubleclick for Publishers and it is a supply side platform. The information from each side is married through ad-serving technology to ensure that the needs of both the media owner and the media buyer are met.