Glossary

Learn what a value proposition is in advertising creative and why a clear, unique value proposition drives engagement and conversions.

Discover what a persona is in advertising and how defining personas helps marketers create targeted, effective campaigns for specific customer groups.

Learn what pipeline value is in digital advertising and how it helps forecast revenue and optimize marketing strategies.

Discover how flighting in advertising helps marketers run smarter, seasonal campaigns by focusing ad spend where it matters most.

Master the ad bidding process and discover how smarter bids can maximize ROI, increase visibility, and reduce wasted spend in your campaigns.

Learn what Total Contract Value (TCV) means in digital advertising, how to calculate it, and why it matters for revenue forecasting, client strategy, and ROI analysis.

Learn what impressions mean in marketing and digital advertising. Understand how impressions work, why they matter, and how to use them to improve campaign performance.

Learn what attribution in marketing means and how advertising attribution models help marketers connect media spend to conversions and optimize campaigns.

Learn what an advertising budget is and explore the most common methods of advertising budget planning for programmatic campaigns and performance media.