ATF (ABOVE THE FOLD): Originating from newspapers, ATF now refers to the portion of a website that is visible without scrolling. Just like the top half of a newspaper page used to grab attention, this prime digital space is crucial for capturing visitor interest immediately.

API (APPLICATION PROGRAMMING INTERFACE): APIs allow applications to communicate and access data or features from other applications, websites, or operating systems. Incorporating an API into an application enhances its functionality and reliability and is often considered a hallmark of modern digital tools.

CPC (COST PER CLICK) and PPC (PAY PER CLICK): These pricing models involve advertisers paying publishers each time their ad is clicked. Whether fixed or determined through a bidding system, CPC and PPC campaigns are valued for their direct correlation between payment and user engagement.

CPCV (COST PER COMPLETED VIEW): Specifically for video advertising, CPCV ensures advertisers only pay publishers after a video has been viewed in its entirety, encouraging immediate engagement and interaction with captivating content.

CPM (COST PER MILLE): This metric calculates the cost per thousand impressions, where "mille" represents one thousand in Latin. It's a standard measure for evaluating the cost-effectiveness of an advertising campaign.

CTA (CALL TO ACTION): CTAs prompt immediate responses from consumers, such as "Buy now" buttons or subscription prompts. They are strategically designed to maximise user engagement and conversion rates.

CTR (CLICK-THROUGH RATE): CTR measures the effectiveness of an online ad campaign by calculating the ratio of clicks to impressions. A high CTR indicates a successful campaign that resonated with the target audience.

DMP (DATA MANAGEMENT PLATFORM): DMPs collect, process, and store vast amounts of data from various sources, enabling precise targeting of online ads to specific audiences.

DSP (DEMAND-SIDE PLATFORM): DSPs facilitate the purchase of online ads through real-time bidding exchanges, streamlining the process for advertisers to manage multiple ad exchange accounts efficiently.

eCPM (EFFECTIVE COST PER MILLE): eCPM measures the revenue generated for every thousand impressions served, providing insights into an advertising campaign's overall performance and profitability.

PMP (PRIVATE MARKETPLACE): PMPs are invite-only exchanges where reputable publishers offer ad inventory to select groups of advertisers, granting publishers greater control over the types of ads displayed on their sites.

ROI (RETURN ON INVESTMENT): ROI is a central metric, shown as a percentage, for evaluating the profitability of monetary investments. It serves as a crucial tool for businesses to gauge the effectiveness of campaigns by comparing the expenditure to the resulting gains.

RTB (REAL-TIME BIDDING): RTB is a form of programmatic ad buying in which advertisers bid in real-time for ad impressions. This allows for an instant transaction and optimal ad placement.

SSP (SUPPLY-SIDE PLATFORM): SSPs empower publishers to maximise revenue from their ad inventory by managing auctions and setting minimum prices, ensuring efficient ad monetisation.

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Understanding these acronyms makes navigating the complex landscape of digital marketing much more straightforward. Whether you're an advertiser, publisher, or simply curious about the industry, mastering these terms will empower you to drive success in your online endeavours.

If you're an in-house or agency marketer interested in learning more about mobile marketing, book a place on our free Ministry of Mobile course.

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