Your complete glossary for everything in Content Marketing, AI, Machine Learning, Advertising, Personalization, and so much more!


  • A/B Testing: Comparing two different versions of a page, banner, design, etc.
  • Above the Fold: The critical design area that serves as the site’s first appearance
  • Accordion Feature: An accordion allows users to toggle the display of sections of content.
  • AdWords: where advertisers pay to display brief advertisements, service offerings, product listings, video content and generate mobile application installs within the Google ad network to web users. 
  • Artificial Intelligence (AI): Provides better recommendations through deep personalization. A.I. makes prediction easier, it supports better decision-making. It is a tool that can interact with every single consumer simultaneously while recording and analyzing every minute detail of that interaction. An AI can potentially know a consumer’s digital-self, better than they know it themselves.
  • Banner: A banner ad, or a web banner, is an advertisement displayed into a web page. The advertisement consists of an image (.jpg, .png, .gif) or of a multimedia object (usually created using Flash). Thus, banner ads can be static or animated, depending on the technology used to make them.
  • Bounce Rate: the percentage of visitors to a particular website who navigate away from the site after viewing only one page. 

CPC: Cost Per Click refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns. In this lesson you’ll learn: A more thorough definition of cost per click.


CPM: Stands for “cost per 1000 impressions.” Advertisers running CPM ads set their desired price per 1000 ads served and pay each time their ad appears. As a publisher, you’ll earn revenue each time a CPM ad is served to your page and viewed by a user.


CTR: click-through rate is the percentage of people who click on your ad after seeing your ad. 

eCommerce: Shopping that is done online.


Engagement: An action a user takes on a given piece of content.


Embed: The embed element embeds external content at the specified point in the document. This content is provided by an external application or other source of interactive content such as a browser plug-in.

Floating Page: Show off a new page by minizimizing it and applying it anywhere, such as on the homepage, to draw attention to your new landing page.


FORTICO: A small, completely customizable call-to-action that appears on any page and leads viewers to your amplified content.

Geotargeting – Define who will engage with each campaign based on the user’s location.

Impressions: When a campaign is shown to a visitor for the first time.

KPIs: Key Point Indicators are the metrics used to measure success for all your digital actions. Popular ones include, Click-thru Rate, Pageviews, Checkouts,  and Bounce Rate.

Machine Learning: category of algorithm that allows software applications to become more accurate in predicting outcomes without being explicitly programmed to.



Personality Test: 





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