40 Online Advertising Terms Every Entrepreneur Should Know

31. Search engine: an application that helps Web users find information on the Internet. The method for finding this information is usually done by maintaining an index of Web resources that can be queried for the keywords or concepts entered by the user.

32. Search engine marketing (SEM): a form of Internet Marketing that seeks to promote websites by increasing their visibility in the Search Engine result pages

33. Search engine optimization (SEO): SEO is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (“organic” or “algorithmic”) search results.

34. Social marketing: a marketing tactic that taps into the growth of social networks, encouraging users to adopt and pass along widgets or other content modules created by a brand, or to add a brand to the user’s social circle of friends.

35. Social network: an online destination that gives users a chance to connect with one or more groups of friends, facilitating sharing of content, news, and information among them. Examples of social networks include Facebook and LinkedIn.

36. Target audience: the intended audience for an ad, usually defined in terms of specific demographics (age, sex, income, etc.) product purchase behavior, product usage or media usage

37. Third-party ad server: independent outsourced companies that specialize in managing, maintaining, serving, tracking, and analyzing the results of online ad campaigns. They deliver targeted advertising that can be tailored to consumers’ declared or predicted characteristics or preferences.

38. Traffic: the number of visits and/or visitors who come to a Web site.

39. Viral marketing: any advertising that propagates itself; or advertising and marketing techniques that “spread” like a virus by getting passed on from consumer to consumer and market to market.

40. Webcasting: real-time or pre-recorded delivery of a live event’s audio, video, or animation over the Internet.

Source: IAB’s Glossary of Interactive Advertising Terms; The IAB (Interactive Advertising Bureau) is a non-profit trade association devoted exclusively to maximizing the use and effectiveness of interactive advertising and marketing.

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