Adtech Glossary - C

A click refers to an action taken by a user when they interact with an ad or a link, typically by clicking on it using a mouse or tapping on it with their finger on a touchscreen device. Clicks are an essential metric in advertising and marketing campaigns as they indicate user engagement and interaction […]

Click-Through Rate (CTR) refers to a digital advertising metric that estimates the percentage of users who click on a specific link or call-to-action in an advertisement, landing page, or email relative to the total number of users exposed to the ad. Advertisers and marketers commonly use CTR to evaluate online advertising campaigns’ effectiveness and engagement […]

Clickunder advertising is a variant of pop-up advertising, presenting a full-page advertisement beneath the user’s current webpage. Unlike traditional ads, clickunders immediately guide users to the offer’s landing page without any intermediary banners or creative content interrupting their experience.

The completion rate is an essential metric that helps advertisers and publishers assess how engaging and relevant their video ad content is to the audience. A high completion rate indicates that the video content resonated well with viewers, encouraging them to watch the ad. In contrast, a low completion rate may suggest that the ad […]

Connected TV (CTV) is television sets or devices connected to the internet, permitting users to access and stream digital content directly on their televisions. CTV typically refers to smart TVs, streaming media players, gaming consoles, and other devices that enable users to consume online video content on their TV screens. Unlike traditional broadcast or cable […]

A Consent Management Platform (CMP) is a tool or software utilized in the adtech sector to assist website publishers and advertisers in handling user consent for data collection and targeted advertising, all while adhering to data protection regulations. The primary purpose of a CMP is to provide transparency and control to users over their data […]

Contextual ads represent a form of online advertising that appears to users in response to the content they are browsing or the keywords they have recently used in their searches. Advertisers meticulously tailor these advertisements to align with the content’s context, intending to increase the likelihood of grabbing the user’s interest and engagement.

Contextual targeting is a method used in advertising and marketing to display ads to users founded on the context of the content they are presently engaging with or viewing. Instead of relying on user-specific data or individual behavior, contextual targeting focuses on understanding the context of a web page, app, or content to determine the […]

Conversion refers to the action which users or customers complete in response to a marketing effort. It represents a successful outcome or desired behavior that aligns with the objectives of a campaign or business. Examples of conversions encompass various actions, such as subscribing to a service, completing a form, executing a purchase, or downloading files […]

Conversion Rate (CVR) is a percentage of users or visitors completing a desired action or conversion goal out of the total number of people interacting with a website, landing page, or marketing campaign. It is a key metric used to gauge the effectiveness and success of a marketing or advertising effort in generating desired outcomes. […]

Conversion tracking is a crucial process in digital advertising and marketing that involves monitoring and measuring specific actions taken by users, which are considered valuable or desirable outcomes for the advertiser. We refer to these actions as “conversions.” The primary goal of conversion tracking is to assess the significance of ad campaigns and understand their […]

Cookie sync, also known as cookie matching, is a process that allows different advertising platforms or websites to share user data using cookies. It is essential for enabling more accurate and targeted advertising across various platforms and ecosystems. It helps create a seamless user experience across different websites and platforms and enables advertisers to deliver […]

Cookie syncing, also called cookie matching, is a procedure that enables various ad-tech partners, including SSPs, DSPs, ad exchanges, DMPs, and CDPs, to harmonize their cookies. The primary purpose of cookie syncing is to enable these advertising technology providers to align their tracking cookies or identifiers, allowing for more effective and coordinated ad targeting and […]

Cookies are small parts of data that websites store in a user’s web browser when the user visits them to enhance functionality, remember preferences, track user behavior, and support targeted advertising. These text files serve various purposes and are essential in improving the user experience on the internet. Cookies serve different purposes, including maintaining user […]

COPPA represents the Children’s Online Privacy Protection Act. It is a United States federal law enacted in 1998 and implemented by the Federal Trade Commission. COPPA aims to protect the privacy and personal information of children under 13 when they use online services. The primary purpose of COPPA is to give parents, or guardians control […]

Cost per action (CPA) is an online advertising pricing model in which advertisers only pay when the user makes a specific effort. The action can vary depending on the goals of the advertising campaign and the specific terms agreed upon between the advertiser and the publisher. In a CPA model, advertisers define the desired action […]

Cost per click (CPC) is an online advertising pricing model in which advertisers pay a predetermined amount each time a user clicks on their ad. People frequently use CPC in online advertising platforms like Google Ads and Bing Ads, as well as across various online display networks. In a CPC model, advertisers bid on keywords […]

Cost Per Conversion (CPC) is a metric used in digital advertising to measure the average cost incurred by an advertiser to achieve a specific conversion goal. A conversion can be any desired action the advertiser wants the audience to take, such as making a purchase, filling out a form, downloading an app, or subscribing to […]

Cost Per Install (CPI) is a metric used in mobile app marketing to measure the average price an advertiser pays for each installation or download of their mobile application. CPI is a key performance indicator (KPI) for app developers and marketers as it helps them understand the efficiency and effectiveness of their app promotion campaigns […]

Cost Per Mille (CPM) is a common advertising metric that measures the cost of displaying a thousand ad impressions. The term “mille” comes from the Latin word for one thousand. CPM is primarily used in display advertising, where advertisers pay for the number of times their ad is shown to users, regardless of whether the […]

Cost Per Mille Viewable Impressions (vCPM) is a digital advertising metric used to calculate the cost of a thousand viewable ad impressions. In online advertising, an “impression” refers to displaying an ad to a user on a webpage or within an app. However, not all impressions are seen by users, as they might be below […]

A “crawler,” also known as a “web crawler,” “spider,” or “bot,” refers to a software program or automated script that systematically navigates the internet and gathers information from websites. Search engines, ad networks, and other online platforms commonly use these crawlers to index web pages, collect data, and provide users with relevant content or advertisements. […]