Marketing and Advertising: The Ultimate Guide to Paid Media Advertising Acronyms and Definitions

With the complex world of paid media and digital advertising, there seems to be new acronyms introduced every year.  In this guide, we thought it would be helpful to lay out the more common acronyms and definitions across the major platforms and paid media channels. 

General Paid Media Planning and Buying:  The most common used terms for digital marketing and paid media advertising can be found below:

• CPM: Cost Per Mille: The cost of 1,000 impressions of an advertisement. It is a common metric used to measure the cost-effectiveness of an ad campaign.
• CPC: Cost Per Click: The cost incurred by the advertiser for each click on their advertisement. It is a common pricing model for online advertising.
• CPA: Cost Per Acquisition: : The cost incurred by the advertiser for each desired action or conversion, such as a sale, form submission, or download.
• CTR: Click-Through Rate: The percentage of people who click on an ad after seeing it. It is calculated by dividing the number of clicks by the number of impressions.
• ROI: Return on Investment: A measure of the profitability of an investment, calculated as the gain or loss from the investment relative to its cost.
• ROAS: Return on Advertising Spend: Similar to ROI, ROAS specifically measures the revenue generated for every dollar spent on advertising.
• DSP: Demand-Side Platform: A technology platform that allows advertisers and agencies to buy digital ad inventory from multiple ad exchanges in real-time.
• SSP: Supply-Side Platform: A technology platform used by publishers to manage and optimize the sale of their digital advertising inventory to ad exchanges.
• KPI: Key Performance Indicator: Metrics used to evaluate the success of an advertising campaign or specific objectives. Common KPIs include CTR, CPA, and ROI.
• SEM: Search Engine Marketing: A form of online marketing that involves the promotion of websites by increasing their visibility in search engine results pages through paid advertising.
• SEO: Search Engine Optimization: The practice of optimizing a website to improve its visibility and ranking in organic (non-paid) search engine results.
• PPC: Pay-Per-Click: An online advertising model where advertisers pay a fee each time their ad is clicked. It is commonly associated with search engine advertising.
• VCPM: Viewable Cost Per Mille: A metric that measures the cost for 1,000 viewable impressions. It focuses on ads that are actually seen by users.
• GRP: Gross Rating Point: A standard measure in advertising that represents an advertising point as a percentage of the target audience reached multiplied by the frequency of exposure.
• IAB: Interactive Advertising Bureau: An organization that sets standards and guidelines for the digital advertising industry.
• CPV: Cost Per View: A metric used in video advertising, representing the cost incurred by the advertiser for each view of their video ad.
• CMS: Content Management System: A software application or set of related programs that are used to create and manage digital content, often used for website management.

Paid Search (SEM; Search Engine Marketing): These acronyms are commonly used in the context of Google Paid Search, and understanding them is crucial for effective campaign management and optimization. Here are some common acronyms along with their definitions. 

• SERP: Search Engine Results Page: The page displayed by a search engine in response to a user’s query, showing relevant websites and ads.
• CPC: Cost Per Click: The amount an advertiser pays for each click on their ad. It’s a common pricing model in paid search advertising.
• CTR: Click-Through Rate: The percentage of people who click on an ad after seeing it. Calculated by dividing the number of clicks by the number of impressions and multiplying by 100.
• CPM: Cost Per Mille: The cost of 1,000 impressions of an advertisement. Though more common in display advertising, it can be relevant for certain Google ads.
• CPA: Cost Per Acquisition: The cost incurred by the advertiser for each desired action or conversion, such as a sale or lead. Relevant for tracking specific goals.
• ROAS: Return on Ad Spend: Measures the revenue generated for every dollar spent on advertising. Calculated by dividing the revenue generated by the ad campaign by the cost of the campaign.
• QS: Quality Score: A metric used by Google to measure the quality and relevance of an ad, keyword, and landing page. A high Quality Score can result in lower costs and better ad positions.
• Ad Rank: The position of an ad on a search engine results page, determined by factors like bid amount, Quality Score, and ad extensions.
• AdWords: Google’s former advertising platform, now rebranded as Google Ads. It includes various online advertising services like search ads, display ads, and video ads.
• DSA: Dynamic Search Ads: Ads generated dynamically by Google based on the content of a website, targeting relevant search queries automatically.
• PLA: Product Listing Ad: Ads that showcase products directly in the search results, including an image, price, and business name.
• GDN: Google Display Network: A network of websites, including Google sites like YouTube and non-Google websites, where advertisers can display their ads.
• SEM: Search Engine Marketing: The broader category of marketing that generally revolves around paid search.
• CTR: Conversion Tracking Rate: The rate at which clicks on an ad lead to a desired conversion, such as a sale or form submission.
• CRO: Conversion Rate Optimization: The practice of improving the percentage of website visitors who take a desired action, often measured as a conversion.

Paid Social: These acronyms are specific to the realm of paid social advertising (Facebook, Instagram, TikTok, LinkedIn, etc.) and are essential for marketers to understand when managing and optimizing social media ad campaigns. Here are some common acronyms along with their definitions. 

• CPV: Cost Per View: The cost an advertiser pays for each view of their video ad on social media platforms.
• CPI: Cost Per Install: The cost incurred by an advertiser for each app installation resulting from a social media ad campaign.
• CPE: Cost Per Engagement: The cost an advertiser pays for each engagement with their ad, such as likes, shares, or comments.
• CTR: Click-Through Rate: The percentage of people who click on an ad after seeing it on social media. Calculated by dividing the number of clicks by the number of impressions and multiplying by 100.
• UGC: User-Generated Content: Content created by users, often shared on social media, which can be leveraged in advertising campaigns.
• LTV: Lifetime Value: The predicted net profit that a customer will generate throughout their entire relationship with a business.
• DM: Direct Message: A private message sent on social media platforms, often used in the context of customer communication.
• SMM: Social Media Marketing: The use of social media platforms to connect with an audience to build a brand, increase sales, and drive website traffic.
• ROI: Return on Investment: A measure of the profitability of an investment, calculated as the gain or loss from the investment relative to its cost.
• FB: Facebook: An abbreviation for the popular social media platform Facebook, often used in ad campaign reporting.
• IG: Instagram: An abbreviation for the photo and video-sharing social networking platform Instagram, frequently used for visual advertising.
• TW: Twitter: An abbreviation for the social media platform Twitter, commonly used in ad campaign reporting.
• YT: YouTube: An abbreviation for the video-sharing platform YouTube, often included in video ad campaigns.
• CPM: Cost Per Mille: The cost of 1,000 impressions of an advertisement on social media platforms.
• PPC: Pay-Per-Click: An online advertising model where advertisers pay a fee each time their ad is clicked on social media platforms.
• CPC: Cost Per Click: The cost an advertiser pays for each click on their social media ad.
• CPA: Cost Per Acquisition: The cost incurred by the advertiser for each desired action or conversion, such as a sale, lead, or download.

Print Planning/Buying: These acronyms are relevant to print media planning and buying and are important for advertisers, media planners, and buyers to understand when navigating the print advertising landscape. Here are some common acronyms along with their definitions. 

• CPM: Cost Per Mille: The cost of 1,000 impressions (or exposures) of an advertisement in a print publication.
• CPP: Cost Per Point: A measure of the cost efficiency of a print media buy, calculated by dividing the cost of the media buy by the gross rating points (GRPs) achieved.
• GRPs: Gross Rating Points: The total of all rating points delivered by a media schedule. It’s a measure of the overall weight or exposure of a campaign.
• OTS: Opportunity to See: The total number of times an advertisement could potentially be seen by the audience, often used in print media planning.
• BRC: Basic Rate Card: The standard, non-discounted rate for advertising space in a publication. Advertisers often negotiate rates below the basic rate.
• BLEED: Printing that goes beyond the trim edge, extending to the edge of the paper. Bleed ads often have a more impactful visual effect.
• FSC: Free Standing Insert: An ad that is inserted into a publication but not bound to it. FSCs are often used for coupons or promotional materials.
• CMYK: Cyan, Magenta, Yellow, Key (Black): The four primary ink colors used in color printing. Designing in CMYK ensures accurate color representation in print.
• DPI: Dots Per Inch: A measure of the resolution of printed images, indicating the number of dots per inch in a printed image. Higher DPI generally means better print quality.
• POD: Print on Demand: A printing technology and business process in which copies of a document or book are not printed until an order is received.
• ROI: Return on Investment: A measure of the profitability of an investment, calculated as the gain or loss from the investment relative to its cost.
• FOLIO: The page number in a publication. Advertisers may specify the placement of their ads based on folio.
• OP: Open Rate: The rate card price for advertising space before any discounts or negotiations.
• Closing Date: The final date for submitting an advertisement to a publication for a specific issue.
• CPD: Cost Per Day: The cost of running an ad for one day in a print publication.
• BLEED: Printing that goes beyond the trim edge, extending to the edge of the paper. Bleed ads often have a more impactful visual effect.
• SSP: Standard Size and Position: A common way of purchasing print advertising where the advertiser pays a premium for a specific, often premium, position in a publication.
• SIC: Standard Industrial Classification: A system for classifying industries used in some print advertising to target specific business sectors.

Radio Planning/Buying: These acronyms are relevant to radio media planning and buying and are important for advertisers, media planners, and buyers to understand when navigating the radio advertising landscape. Radio planning and buying involve various acronyms and terms specific to the radio advertising industry. Here are some common acronyms along with their definitions. 

• CPP: Cost Per Point: A measure of the cost efficiency of a radio media buy, calculated by dividing the cost of the media buy by the gross rating points (GRPs) achieved.
• GRPs: Gross Rating Points: The total of all rating points delivered by a media schedule. It’s a measure of the overall weight or exposure of a radio campaign.
• OTS: Opportunity to See: The total number of times an advertisement could potentially be heard by the audience, often used in radio media planning.
• CPM: Cost Per Thousand: The cost of 1,000 impressions (or exposures) of an advertisement in a radio broadcast.
• DMA: Designated Market Area: A geographic area in which local television and radio broadcast stations operate and are measured by Nielsen Media Research.
• RADAR: Radio’s All Dimension Audience Research: A Nielsen service that provides national radio audience estimates, including network and non-network stations.
• AQH: Average Quarter-Hour Rating: The average number of people who listen to a particular station for at least five minutes during a 15-minute period, expressed as a percentage of the total population.
• CPA: Cost Per Ad: The cost incurred by the advertiser for airing one commercial on the radio.
• ROS: Run of Schedule: Placing radio ads throughout the day without specifying particular times. The scheduling is at the discretion of the station.
• TB: Total Broadcast: A radio advertising package that includes all available dayparts.
• DBC: Double Billing Charge: A charge incurred when an advertiser fails to deliver a commercial for airing as scheduled.
• Avail: Availability: An available time slot for airing a commercial on a radio station.
• LSA: Local Sales Agreement: An agreement between two stations where one station sells commercial time for another station.
• SSA: Shared Services Agreement: An agreement between two stations where one station provides certain services for the other, often related to sales and operations.
• RA: Radio Advertising: A common term used to refer to radio advertising in general.
• SOV: Share of Voice: The percentage of total advertising in a market that is spent by one advertiser or within a specific industry.
• TSL: Time Spent Listening: The average amount of time an individual spends listening to a particular radio station.
• RAD: Rating and Demographics: A comprehensive audience measurement system that provides information on radio listenership and demographics.

Out-of-Home (OOH): These acronyms are relevant to OOH media planning and buying, providing a foundation for advertisers, media planners, and buyers to effectively navigate the out-of-home advertising landscape.  Here are some common acronyms along with their definitions.  

• OOH: Out-of-Home: A broad category of advertising that reaches the consumer while they are outside of their home, such as billboards, transit advertising, and street furniture.
• DOOH: Digital Out-of-Home: Out-of-home advertising that uses digital displays and technology, including digital billboards, interactive kiosks, and screens in transit hubs.
• CPM: Cost Per Mille: The cost of 1,000 impressions (or exposures) of an advertisement in an out-of-home medium.
• GRP: Gross Rating Points: The total of all rating points delivered by a media schedule. It’s a measure of the overall weight or exposure of an OOH campaign.
• DMB: Digital Mobile Billboard: A mobile advertising unit equipped with digital screens that can display dynamic content, often mounted on a truck or other mobile platform.
• CCA: Clear Channel Outdoor: A prominent outdoor advertising company known for its billboard and transit advertising solutions.
• AVB: Average Visibility Duration: The average time a person is likely to see a specific OOH advertisement, taking into consideration factors like traffic speed and placement.
• RTB: Real-Time Bidding: A programmatic advertising approach where advertisers bid on digital out-of-home ad space in real-time auctions.
• DSA: Digital Street Furniture Advertising: Advertising on digital displays incorporated into street furniture, such as bus shelters, kiosks, and benches.
• OTS: Opportunity to See: The total number of times an advertisement could potentially be seen by the audience, often used in OOH media planning.
• VOD: Video On Demand: OOH advertising that includes dynamic video content and can be updated remotely.
• LED: Light Emitting Diode: A type of digital display technology used in many digital billboards and other DOOH formats.
• DMV: Daily Effective Circulation: An estimate of the number of potential viewers passing an OOH advertising display in a day.
• CTR: Click-Through Rate: The percentage of people who interact with a digital out-of-home ad, such as through touch screens or mobile integration.
• TAB: Traffic Audit Bureau for Media Measurement: An organization that provides research and auditing services for the OOH industry, including traffic counts and measurement standards.
• QR Code: Quick Response Code: A two-dimensional barcode that can be scanned with a smartphone to provide additional information or direct users to a website.
• AR: Augmented Reality: Integration of digital information, such as images or data, with the user’s real-world environment, often used in interactive OOH campaigns.
• LUMA: Large Uninterrupted Moving Area: A type of mobile OOH advertising that includes large moving surfaces, often seen on the sides of trucks or buses.

Television (TV) Planning/Buying: These acronyms are fundamental to TV media planning and buying, providing advertisers, media planners, and buyers with the necessary tools to navigate the television advertising landscape. These involve a range of acronyms and terms specific to the television advertising industry. Here are some common acronyms along with their definitions: 

• GRP: Gross Rating Points: The sum of ratings achieved by a specific television schedule. It’s a measure of the overall weight or exposure of a TV campaign.
• CPP: Cost Per Point: A measure of the cost efficiency of a TV media buy, calculated by dividing the cost of the media buy by the gross rating points (GRPs) achieved.
• OTS: Opportunity to See: The total number of times an advertisement could potentially be seen by the audience, often used in TV media planning.
• CPM: Cost Per Mille: The cost of 1,000 impressions (or exposures) of an advertisement in a TV broadcast.
• DMA: Designated Market Area: A geographic area in which local television and radio broadcast stations operate and are measured by Nielsen Media Research.
• OTT: Over-The-Top: Content delivery directly over the internet, bypassing traditional cable or satellite TV services.
• VOD: Video On Demand: A service that allows viewers to select and watch video content whenever they choose, often through digital platforms.
• DVR: Digital Video Recorder: A device that records TV programs for later viewing, allowing viewers to skip or fast-forward through commercials.
• AVOD: Ad-Supported Video On Demand: Video on demand services that are free to users but supported by advertising.
• C3 / C7: Commercial Ratings (3 days / 7 days): Measures the viewership of commercials within three or seven days of the original broadcast, including time-shifted viewing.
• UPC: Unique Program Code: A code assigned to each TV program episode to help identify and track viewership.
• DMV: Daily Most Valuable: The time slot during which a TV program or channel achieves its highest viewership.
• ROS: Run of Schedule: Placing TV ads throughout the day without specifying particular times. The scheduling is at the discretion of the station.
• FEP: Full Episode Player: A platform that allows viewers to watch full episodes of TV shows online, often with advertising included.
• HUT: Homes Using Television: The percentage of households with at least one television in use during a specific time period.
• PUT: People Using Television: The percentage of individuals or people within a specified demographic group who are watching television during a particular time.
• SD: Standard : A lower resolution format for television broadcasts compared to high  (HD).

Programmatic: Understanding these acronyms is crucial for professionals involved in programmatic planning and buying, as they are integral to the language and processes within the programmatic advertising ecosystem. Programmatic advertising involves the automated buying and selling of digital ad space, and it comes with its own set of acronyms and terms. Here are some common acronyms used in programmatic planning and buying along with their definitions: 

• DSP: Demand-Side Platform: A technology platform that allows advertisers and agencies to buy digital ad inventory from multiple ad exchanges in real-time.
• SSP: Supply-Side Platform: A technology platform used by publishers to manage and optimize the sale of their digital advertising inventory to ad exchanges.
• RTB: Real-Time Bidding: The process of buying and selling ad impressions in real-time through an auction, often facilitated by DSPs and SSPs.
• DMP: Data Management Platform: A centralized platform that collects, analyzes, and leverages audience data to inform and optimize advertising campaigns.
• Ad Ex: Ad Exchange: A digital marketplace where advertisers and publishers come together to buy and sell ad inventory through real-time auctions.
• CPM: Cost Per Mille: The cost of 1,000 impressions of an advertisement. It is a common metric used to measure the cost-effectiveness of an ad campaign.
• CPC: Cost Per Click: The cost incurred by the advertiser for each click on their advertisement in a programmatic campaign.
• CPA: Cost Per Acquisition: The cost incurred by the advertiser for each desired action or conversion, such as a sale, form submission, or download.
• CTR: Click-Through Rate: The percentage of people who click on an ad after seeing it. It is calculated by dividing the number of clicks by the number of impressions and multiplying by 100.
• CTV: Connected TV: Television sets connected to the internet, often used for streaming services. Programmatic advertising is increasingly utilized in the connected TV space.
• VAST: Video Ad Serving Template: A standardized protocol that provides a common framework for serving in-stream video ads.
• VPAID: Video Player-Ad Interface : A protocol that enables a rich interactive in-stream ad experience, allowing for engagement beyond simple video playback.
• GDPR: General Data Protection Regulation: A regulation in EU law on data protection and privacy concerning the processing of personal data.
• IDFA: Identifier for Advertisers: A unique identifier assigned to a user’s device by Apple for tracking and targeting in mobile advertising.
• MAID: Mobile Advertising ID: A unique identifier assigned to a mobile device for advertising and marketing purposes.
• PMP: Private Marketplace: A private, invitation-only marketplace where premium publishers offer their ad inventory to a select group of advertisers.
• HB: Header Bidding: An advanced programmatic advertising technique where publishers offer their ad inventory to multiple ad exchanges simultaneously before making calls to their ad servers.
• ROI: Return on Investment: A measure of the profitability of an investment, calculated as the gain or loss from the investment relative to its cost.

These acronyms represent just a subset of the many terms and concepts in the paid media planning and media buying space, and the industry may introduce new acronyms over time.