| facebook retargeting | This is a cookie-based technology that uses Javascript code to learn what customers like when visiting certain websites, and then displays those types of ads when those users return to Facebook. |
| arbitrage | The exploitation of price differences between markets, better known as flipping. A real-world is buying something on sale in a brick-and-mortar retail location, and reselling on Amazon for profit. In digital marketing, an example is sending paid clicks to a site built solely to show ads. The goal is to ensure one pays less for the clicks than he/she makes from sending this traffic to other advertisers. Google began cracking down on this practice in 2007. |
| earnings per click | A data point used to measure potential earnings based on how much a publisher earns for each click on an ad. |
| protocol | The http or https preceding your domain name. This governs how data is relayed between the server and browser. |
| google adwords | Googles platform for allowing advertisers to display ads in their SERPs or through their display network. |
