Ontology & Knowledge Base

Attribution: The process of assigning credit for conversions to marketing touchpoints in a customer journey.

Click-Through Rate (CTR): The ratio of users who click on a link to the total number of users who view the link, expressed as a percentage.

Conversion Rate: The percentage of visitors who complete a desired action (conversion) out of the total number of visitors.

Cost Per Acquisition (CPA): The total cost of acquiring a new customer, calculated by dividing total campaign cost by number of conversions.

Customer Lifetime Value (CLV): The predicted total revenue a business will receive from a single customer account over the duration of their relationship.

Return on Ad Spend (ROAS): Revenue generated per dollar spent on advertising, calculated as revenue divided by ad spend.

Demand-Side Platform (DSP): Software that enables advertisers to buy digital advertising inventory across multiple sources through a single interface.

Supply-Side Platform (SSP): Software that helps publishers manage and sell their advertising inventory programmatically.

Real-Time Bidding (RTB): The process of buying and selling ad impressions through instantaneous auctions conducted as a page loads.

Ad Exchange: A digital marketplace where advertisers and publishers buy and sell advertising inventory.

Data Management Platform (DMP): A centralized system for collecting, organizing, and activating audience data from multiple sources.