Ditch the Jargon Dictionary: Volume 1

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3 Δεκ 2013 (πριν από 3 χρόνια και 8 μήνες)

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Ditch the Jargon Dictionary: Volume 1

September 2013

+1

Web c
ontent that is endorsed by a user, publicly available to Google to influence search
results. Content that a user has +1’d might show to others in their Google+ circles to increase
trusted relevancy. You can +1 an article, a website, an advert and historica
lly a search result.
Caveat, the uses and values of a +1 are in constant flux
and the use of the Google Share button
and its impact on the +1 button is still ambiguous.


Ad Exchange
A technology platform that enables the
automated buying of online display

inventory in real time, across a variety of publishers. The client provides one budget which is
distributed in accordance to user relevance and not website relevance.


Augmented Reality
I
s when a mobile device (not limited to mobile phone) recognizes an
object
viewed via the camera and then serves up an engaging, rich experience. The experience is
most commonly viewed through the screen, e.g.
Häagen
-
Dazs Musical Augmented
-
Reality App



Big Data
Is big brother.
EVERYTHING you do is most likely being monitored and categorized
under one of these headings: Structured Data


I
nformation
that can be specifically categorised
through traditional database or analytic models,
e.g. a transaction.
Unstructured Data


in
formation that
cannot be directly interpreted, e.g. a Tweet. Semi Structured Data


Information
that is not specifically categorized but can be tagged or scored.

Multi
-
Structured Data


A
relatively new term but refers to the combinat
ion of structured and unstructured data, e.g. web
log of consumer purchase journey plus a visual post on Facebook. This type of data will evolve
as consumers use more and more devices and new digital platforms come into play.

Bitcoin
This is our simple
interpretation of what Bitcoin is. Bitcoin is an o
pen sour
ce peer to peer
c
urrency. Bitcoins can be

found/created, earned or bought.
You basically

find Bitcoins on the
web by solving very complex algorithmic challenges

aimed to keep the system working (min
ing).
Working mainly in groups you
are rewarded with Bitcoins when the ‘puzzle’ is solved
. There is a
cap of 21 million Bitcoins available.
An online user can earn a Bitcoin as part of a rewards
based programme, e.g. for completing a level in a game or su
rvey. They can also be bought
directly online. Bitcoins now have real monetary value and are increasingly being used as a
method of payment at some retailers and restaurants

and for other products and services
. There
are also other virtual currencies, e.g.

Litecoins that a
re coming into the marketplace. The value
and future of virtual currency generally is like Marmite, people either love it or hate it.


BYOD (Bring Your Own Device)

A growing trend, particularly in emerging markets,
that permits
employees
to bring their personally owned mobile device to the workplace and use it to access
company information and applications
, for example, linking up their email account
. In most
cases, ‘device’ refers to the mobile phone but can also be applied to tablets and

laptops/PCs
hence why there are other acronyms such as BYOT (bring your own technology), BYOP (bring
your own phone) and BYOPC (bring your own PC).
The benefit of BYOD for
the employer

is
increased productivity and reduced costs
. For the employee, they ca
n work more flexibly and
are happier, more comfortable and work faster using their own device, particularly as they are
generally newer and more advanced than what an IT department could provide. H
owever if not
fully understood and without policies in plac
e
, BYOD can threaten IT security and put company’s
sensitive business information at risk.

What if a device is lost or stolen or the employee leaves
the company? There are several key players offering BYOD security solutions with the key aim
being to guard

against data loss or leakage, these solutions include anti
-
m
alware, passcodes,
remote wipe, restricting ability to copy documents
,

amongst others. Effective solutions protect
the data, not just the device.


Cloud Computing

Has turned computing (
applicat
ions,
hardware, infrastructure and networks)
into services
. Now,

with a username and password you can
access all of these through an
I
nternet enabled device anytime, anywhere.
For example, file storage solutions such as Box,
Dropbox and Google Drive, email

clients such as Yahoo! Mail and Gmail

and access to your
finances via Internet Banking.


Direct Response
When a user clicks to act directly

from a call to action leading

to

a goal
conversion
.

The term can also
refer

to a Direct Response Adve
rtiser, a brand or business

that
ultimately measures it

s media success based on lead and/or sales volume.


DMP
-

Data Management Platform.
A technology platform
that centrally

collects, integrates,
manages and act
ivates large volumes of data. According to the IAB’s recent whitepaper: The
Data Management Platform: Foundation for Right
-
Time Customer Engagement
, DMPs currently
have

3 recognised value propositions.
1) As an advanced automated approach for integrating
data for ad targeting. 2) A tool for managing custom insights for customer experience
management (CEM). 3) The enabler of media buying efficiency, sitting aside other automated
tools (DSPs, SSPs, Trading

Desks).
A DMP’s role in the future is the embodiment of big data for
multi
-
channel marketing
, media and audience activation,
incorporating o
nline, offline, 1
st
, 2
nd

and
3
rd

party

data (it doesn’t matter what the channels is) and leveraging this to derive
insight.


DSP
A Demand Side Platform is technology

used by marketers to centralize the buying of
digital advertising. A DSP offers extensive access

to impression inventory
(advertising space)
and
has the ability to serve ads

and track ads
,
bid on

ads in real
-
time,

and optimise in real
-
time.
Due to the number of networks and publishers that can be integrated int
o the system, the
potential for reach is huge

and

this,

combined with granularity of data and
clever
targeting

techniques, allows an advert
iser
to reach an audience anywhere on the web, regardless of
website, device or location.

Essentially, it’s Adwords on steroids.


Email Hash
An
anonymous and unique
string

of

data
derived
randomly
from an email address.
Developed as

a security feature, email hashing is now becoming a marketing tool. Marketers are
able to convert their e
mail subscriber list into a set

of unique
codes

using
a hash algorith
m
application. These codes can then b
e passed onto a publisher for targeting purp
oses. The
publisher is able to match these hashes with their own database and then deliver an
ad/message
only
to these users. Facebook and Twitter have both
recently
announced their
‘custom audience’ targeting programmes, which allow an advertiser to match

their
email
hashes
with social media users and deliver an ad accordingly
, eliminating wastage but ensuring a
customer’s email address is not compromised
. In addition, using email hashes is

a much faster
way of retrieving big data

and segmenting your audie
nce, particularly

where there is

similar
information for multiple customers.


So in a nutshell, email hashing is about s
ecurity

and
protection of the users’ information
,
personalised and precise
targeting

for advertisers and publishers and a means of retr
ieving data
that allows for easier segmentation.

Use cases for email hashing are still evolving.


Freemium
A

portmanteau of the words Free and Premium.


Traditionally it describes a model
businesses use to promote a product or service, widely used as a business model for apps.


The
product or service is tiered with the first tier always being free which encourag
es high volume
adoption, followed by a low conversion rate to the premium paid levels which usually increases
over time as users become loyal and dependent on the product, service or app.



More recently in gaming, the freemium concept has evolved where
the game or platform is free
but the features and content within the game must be paid for and that’s where the money is
made.


The freemium level can also be monitised by allowing publishers to serve advertising
and content to users as seen by services su
ch as Spotify.


MOOC

Massive Open Online Course.


A technology platform allowing thousands of learners to
learn at the same time born out of the university of Stamford.


It started off as non
-
accredited
learning but that is beginning to evolve.


Currently

5 major players:


Coursera, Udemy, Udacity,
edX and Kahn Academy.


The course content is usually provided by an established University
(mostly in America to date).


The premise is access to free learning for everyone.


MOOC is
thought of by some as being
the future of learning, others believe these early players will fail and
a tipping point will occur when a new player enters the market.


The model has not yet been
monitised successfully.


It is ‘massive’ learning via the
Internet

and aims to redefine the

traditional learning methods by using interaction and rich media within the courseware allowing
learners make connections.


Programmatic Buying

T
he
PAID

part of Programmatic Marketing. Programmatic buying enables
marketers to select inventory for all their digital campaigns one impression at a time via an
automated platform. So essentially the advertiser is able to show a specific ad to one
anonymous cons
umer, in one context, across one device in real time. The ad can be a standard
display ad or an in
-
video ad and more and more commonly, a pre
-
roll placement.


Programmatic Marketing
Automating the delivery of targeted and relevant experiences to
consumers

in real time. This could be a touch point across a marketers website, an interaction
with a Facebook post, an email open. It requires a complex delivery platform that can track all
these touch points so that one informs the next.


Real Time Bidding
RTB i
s a style of Programmatic Buying. It is the auction
-
based model that
defines it


the trading of online media in an auction based environment, much like Search via
Google Adwords.