Learn the language

Every day, new marketing trends, tools, and techniques flood the market. The ever-changing industry jargon is confusing, and Bridge gets that. We’re here to break the terms down for you.




The AdChoices icon is a small button found near behaviorally targeted ads. When clicked, the button redirects users to a page explaining behavioral targeting, where users have the option to opt-out from receiving similar ads. The AdChoices icon is an answer to the Federal Trade Commission’s request for “clear and prominent notice” of targeted advertising. In other words, advertisers need to let users know that they are advertising to them.

Ad Exchange:

An ad exchange is a technology platform that allows the buying and selling of media ad space from multiple ad networks. Ad exchanges are technology driven as opposed to the outdated approach of bidding and negotiating price on media inventory.


Behavioral Segmentation:

Behavioral segmentation is the practice of dividing consumers into groups according to any of the following attributes: usage, loyalties, awareness, occasion, knowledge, liking, and purchase patterns.

Brand Awareness:

Your company’s brand awareness represents the extent to which your customers are familiar with your brand. Is your color palette, slogan, or logo synonymous with your brand name? Do your customers recognize your jingle as soon as they hear it?

Brand Image:

A company’s brand image encompasses everything about how a company portrays itself to the public, including its customers, employees, and stakeholders. When consumers think of a brand, what else comes to mind? What is synonymous with that brand to consumers? Influential elements can include a logo, color palette, products, messaging, tone, philanthropy, industry, goals, collateral, etc.


Call to Action (CTA):

A CTA is a clickable graphic, image, or button that is created to entice a viewer to respond to whatever is being asked. For example, a CTA could ask for a person’s name and email address in exchange for more information on a certain topic.


A click is registered when someone clicks on an email campaign. If they go back 24+ hours later and click again, another click will be registered. Clicks let you see how many times people engaged with your campaign.

Click-Through Rate (CTR):

The Click-Through Rate can be a great measure of success for a particular online display ad. A click-through rate calculates the number of times a website gets accessed by a call-to-action on a particular advertisement, whether it be a display advertisement or an email advertisement.


When the recipient of a marketing message performs a desired action, the lead becomes a conversion. Desired actions can be anything from clicking on a link, to downloading a file, to making a purchase.


When accessing a website on your internet browser, a small file called a “cookie” will be stored on your computer. Web servers and the client computer can access this file which contains information specific to the website and user. It can later be used to serve the consumer targeted advertisements through retargeting.

Core Based Statistical Area (CBSA):

A Core Based Statistical Area (CBSA) is a geographic area defined by the Office of Management and Budget (OMB) that centers on an urban region with at least 10,000 people and adjacent areas that are socioeconomically tied to the urban center. There are both micropolitan and metropolitan CBSAs. The OMB uses these areas for statistical data collecting, tabulating, and publishing. Bridge can use CBSAs to search for target audiences in our count system.

Cost Per Acquisition (CPA):

Cost per Acquisition (CPA) refers to the actual price you pay for each acquisition in your marketing campaign. Acquisition is about turning visitors into customers; it is revenue centric. How much is it costing your company to acquire a customer?

Cost Per Click (CPC):

Cost per Click (CPC) is an online advertisement billing method, in which the advertiser pays the publisher, typically a website or a network of websites, each time their ad is clicked on. Search engine advertising is a prime example of CPC, or pay per click, advertising.

Cost Per Thousand (CPM):

Cost per Thousand (CPM) refers to the price of 1,000 advertisement impressions on one webpage. If a website publisher charges $2 CPM, that means an advertiser must pay $2 for every 1,000 impressions of its advertisement. The “M” in CPM represents the Roman numeral for 1,000.


Cross-channel refers to utilizing different channels at one time. One can assume that campaigns targeting email, mobile, and online users are performing cross-channel tactics.

Cross-Device Marketing:

Cross-device marketing is the process of collecting data from consumers’ usage across a variety of devices, including desktop, tablet, and mobile, and then analyzing the data to efficiently serve ads where the consumer is most likely to engage.

Customer Experience:

The customer experience is comprised of a customer’s entire interaction with an organization throughout the duration of their relationship. The experience includes product or service interest, discovery, purchase, and use. Businesses strive to meet and exceed customers’ expectations by providing the ultimate customer experience.


Data Hygiene:

Data hygiene is the process of identifying and correcting potentially dangerous or harmful records within a file or database. Data hygiene metrics can include complaint ratios, unsubscribe rates, trap listings, compliance postings, trend analysis, etc.

Data Management Platform (DMP):

A DMP is a marketing tool that collects extensive first and third party data from multiple channels through one unified platform. It can then sort and store this information and use it to help businesses create hyper-targeted campaigns.

Data Profiling:

Data profiling is the process of statistically analyzing existing data to gain complete insight into the quality of the data in your systems. The analysis determines data structure and identifies internal relationships. Data profiling measures for a variety of variables including completeness of a data set, uniqueness of values, distribution of records, and more. It should be used to improve data quality.

Data On-Boarding:

Data on-boarding, also known as “data on-ramping,” facilitates the transfer of data gathered offline to an online database. It used to connect offline customer records with online users through matching technology. Data on-boarding enables an individual to leverage accurate customer data as a result of their marketing campaign. By identifying information from offline datasets we are able to gather those same customers online.

Demographic Segmentation (B2B):

Demographic segmentation is the practice of segmenting the market based on certain characteristics of the audience. In B2B, demographics include, but are not limited to: company size, industry, role, and the time working for the company.

Demographic Segmentation (B2C):

Demographic segmentation is the practice of segmenting the market based on certain characteristics of the audience. Characteristics often include, but are certainly not limited to: race, ethnicity, age, gender, religious, education, income, marital status, and occupation. Combine multiple demographics when segmenting to reach niche audiences. This practice is also commonly called, “firmographics.”

Demand-Side Platform (DSP):

Demand-Side Platforms provide centralized (aggregated) media buying from multiple sources including Ad Exchanges, Ad Networks, and Sell Side Platforms, often leveraging Real-Time Bidding (RTB) capabilities of said sources. A demand-side platform often has extra features including reporting, budget management, frequency tracking and more. Since the DSP is on a central user, all of the different features are easily accessible from one central point.

Deterministic Device ID Tracking:

Deterministic tracking involves recognizing personally identifiable information (PII), like an email address, when it is used across multiple devices to log into apps and websites, and using the PII to identify one unique user across all of those devices.

Direct Response Marketing:

Direct Response is a type of marketing designed to generate an immediate response from consumers. The response can be anything from a purchase, to opting-in to an email list, to following a CTA to a webpage. With direct response marketing, each response is measurable and can be attributed to a specific marketing strategy.


Email Hygiene:

Email hygiene is the process of consistently updating your email list to ensure that all addresses belong to real, verified users. By cleaning your email list, you can remove all “bad” email addresses so that sent emails do not bounce or land in spam filters. Email hygiene improves deliverability rates and helps your brand maintain a positive reputation among both email hosts and consumers alike.

Email Verification:

Email verification means identifying invalid emails and ensuring the email list provided only contains viable addresses.

Email Service Provider (ESP):

An ESP is a company that offers bulk email deliverability and services. An ESP makes it possible to send out mass amounts of emails at once without the possibility of getting blocked.


First Party Data:

First party data is data that is highly relevant, trustworthy and valuable because you collect it yourself. It can be comprised of website analytics, social media analytics, business analytics tools, CRM system information, and metrics from any other marketing initiative.


Ad fraud is the practice of serving advertisements that have no potential to ever be seen by a human user. Advertisers waste money when they pay for impressions that are actually being served to bots or other illegitimate users. People-based marketing eliminates ad fraud by deterministically linking email addresses and device ID’s to ensure that all ads are served to real, verified users.


Geographic Segmentation:

Geographic segmentation is the practice of segmenting consumers based on where they are located. Segments can vary from country or region, to town or street.


Hard Bounce:

When an email cannot be delivered to a subscriber’s inbox for any type of permanent reason, it is classified as a hard bounce. Some permanent reasons can include: sending to an invalid email address, sending to an invalid domain, or subscriber’s server blocks delivery. Addresses with hard bounces should be immediately removed from email lists.


Hyper-local is the term used to describe a very specific area and/or demographic. Targeting a hyper-local area is another way to narrow down your target market.



An impression is a single display of your company’s advertisement on a web page.


Live Seeds:

The most current and up to date list of email addresses that we use for live deployment of email campaigns.



A process implemented to determine who did or did not respond from each specific channel. This multi-channel attribution is performed after a campaign has been employed to give us a clear understanding of which channel was the strongest contributor to the sale.

Metropolitan Statistical Area (MSA):

A Metropolitan Statistical Area is a geographical region with a high population density, usually of 50,000 people or more, at its core. MSAs include the county in which its core is located, and the surrounding counties that have a high degree of social and economic integration with the urban core. The Office of Management and Budget declares MSAs and uses them particularly for collecting, tabulating, and publishing federal statistics.


Multi-Channel refers to the use of multiple devices and channels in the media mix. These various platforms include: print, television, mobile and more.



Omni-Channel refers to the marketing approach that integrates the user experience across platforms from beginning to end. The platforms that are used include: mobile device, email, brick and mortar, telephone and more.


An open is registered when a person opens the email campaign. Multiple opens can be registered if the person goes back into their email and opens again 24+ hours later. As a result, the open rate measures the total number of opens.


People-Based Marketing:

People-based marketing connects people’s digital selves (their mobile IDs, desktop cookies, Connected TV data, etc.) with their real-world selves (PII data that’s ethically sourced). All of which is to say: you know them as people, and value them as such.

People-Based Reporting:

People-based reporting is a set of metrics that ties back to actual people (not bots or faceless cookies).

People-based metrics are:

  • Your total audience
  • How many people were exposed to your message and viewed it – this is traditionally called reach
  • How many people engaged with your message: did they take initial action after seeing it? – this is traditionally called engagement
  • How many people converted based on your campaign’s main goal

Permission Pass:

A permission pass is an email creative that is sent to an unclean or outdated email list. The email asks the recipient to confirm that they still want to receive emails. Those who do not respond or emails that bounce are deleted from the list. Once every email address is attended to, the list will have only those who gave permission; your new email list will be a 100% confirmed opt-in list.

Probabilistic Device ID Tracking:

Probabilistic tracking is a type of cross-device ID tracking that involves algorithms. The probabilistic method tracks billions of anonymous data points from multiple different elements tied to digital use, and then applies algorithms to identify one probable user engaging across more than one device.

Progressive Disclosure:

Progressive disclosure is an interactive design technique used in human computer intercommunication. It is helpful in making the user experience less cluttered by giving the ability to hide data and show only data that is necessary for the task at hand.

Psychographic Segmentation:

Psychographic segmentation divides the market on principles such as lifestyle, values, social class, and personality.



Retargeting is an internet advertising model that serves consumers ads based on their user behavior across different websites that they previously visited.



A select is a criterion applied to a mailing list to produce a subset of the entire list. Selects can be made based upon almost any parameter within a list. Common selects include: state, zip code, age, gender, and household income. Selects help you reach targeted audiences with email campaigns.

Soft Bounce:

When an email cannot be delivered to a subscriber’s inbox for any type of temporary reason, it is classified as a soft bounce. Some temporary reasons include: subscriber’s email inbox is full, subscriber’s email server is down, or email is too large. Temporary reasons can be resolved and email addresses can stay on the company’s email list.


A superuser is an individual who is positively engaged in the online marketplace. Superusers may be network, system, or database administrators with complete access to an online operating system and all of its configurations.

Supply-Side Platform:

A supply-side platform is a technology that ad space providers use. It enables those web publishers to manage their ad space inventory and gives them the technology to sell it and receive revenue.


Target Audience:

A campaign’s target audience includes all of the people that a marketer aims to serve a targeted message to.

Target Market:

A target market includes all of the people who marketers foresee being “in the market” to  purchase their good or service.


Unique Click:

A unique click is registered the first time a person clicks on a campaign. Multiple clicks are not recorded for this category. Unique clicks let you see how many unique visitors engaged with your campaign; it eliminates the possibility of repeat consumers.

Unique Open:

A unique open is registered the first time a person opens an email campaign. Multiple opens by the same user are not recorded for this category.