Media Definition of the Month: Search Engine Optimization (SEO)

Defining moments

Media has a language all its own, with terminology that doesn’t always make sense to other marketing professionals. So on a regular basis, members of our media department are taking a few of those words and defining them for us. This month we define search engine optimization and other media terms that everyone’s heard of, but few people outside of the media department understand.

  • SEO: Search Engine Optimization is the process of optimizing a site’s content and links in order to gain higher ranking placement in a search engine’s organic (or un-paid) search results
  • SEM: Search Engine Marketing is paid advertising that primarily involves Pay-Per-Click text ads to increase a sites exposure and traffic
  • BT: Behavioral Targeting is a technique available through online ad networks and exchanges that allows ads to be served to individuals based on their web-browsing behavior
  • CT: Contextual Targeting is a technique available through online publishers, networks and exchanges that place or serve ads based on the content of a viewed web page
  • RTB: Real-Time-Bidding is the process of buying and selling online ad impressions through an automated auction
  • DSP: A Demand Side Platform is a software system that allows media buyers to access online inventory from multiple ad exchanges and handle the bidding and purchasing of auction-based inventory through one interface



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