Online Advertising Dictionary

Online Advertising Dictionary

Online advertising in Spain is already the second most important media in terms of investment, only behind television and ahead of radio and press.

The online advertising professional must be familiar with the main means and strategies of Internet marketing in all its forms: own media, paid media or earned media, as well as with the main ways of communicating the advertising message: banners, sponsored links, newsletter, interstitial…

We also saw how the measurement of success in advertising has brought into fashion terms such as Quality score, click-through rate or cost per thousand impressions as opposed to the more traditional impacts or GRPs.


A hashtag is a tag consisting of one or more words written without spaces or punctuation marks, preceded by the # symbol (called hash mark ). The hashtag serves mainly to tag and categorize content that may belong to the same event, occurrence, product, television program, area, sector, etc. or, in short, any subject or […]


What is an Interstitial? According to the definition in our book Marketing Online 2.0, an interstitial in the field of digital marketing and online advertising is: A banner that occupies the entire browser window. It is called interstitial because it usually appears between a user’s click on a link and the content to which the […]

Keyword planner

The keyword planner is a tool found within the Google AdWords (now Google Ads) advertising platform. This web application mainly provides information on how often a search is registered. It suggests similar keywords which allows us to detect search patterns (such as “hotel + city” in the hotel search, or “type of house + city” […]


The newsletter is one of the most widely used advertising methods in online marketing, and also one of the oldest. These are periodic digital publications that are sent via e-mail, with a frequency that may vary depending on what each entity establishes as appropriate, although a minimum monthly frequency is recommended. They include news and […]

Owned media

Owned media are all those media, platforms or communication channels created by the brand to interact with the customer or user.

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Paid Media

Paid Media is any third-party channel that brands pay for in order to advertise or achieve their objectives. Read more in this post.

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Paid media concept in marketing represented with money

Permission marketing

Permission marketing is an online marketing strategy that focuses on obtaining a customer or prospect’s consent to receive information from our company. The concept of permission marketing was coined by Seth Godin in 1999 with the publication of his book of the same title. It establishes the three pillars on which permission marketing is based: […]

Quality Score

A Quality Score is a score assigned to each advertisement in an advertising campaign on platforms such as Google AdWords (now Google Ads) to determine its quality. This score ranges from 1 to 10 and can be displayed within the ad groups, for each keyword. It is usually applied once the campaign has been running […]

Real Time Bidding (RTB)

What is Real Time Bidding? Real Time Bidding (RTB) is an online system of real-time auctioning of the position of each ad (and the impressions they generate) in each of the advertising spaces being bid on. A process similar to that of other advertising systems Although in this definition we are going to talk almost […]


Retargeting in online marketing is a technique whose objective is to retarget users who have interacted with a website but have not carried out the targeted action. In an online store, retargeting will consist of seducing users who have visited the store but for some reason did not buy so that they return and resume […]


According to the Spanish Data Protection Agency, spam or junk mail is defined as “any type of unsolicited communication sent by electronic means”. Thus, Spam is understood as any unsolicited message that normally has the purpose of offering, marketing or trying to arouse interest in a product, service or company. Although this can be done […]