Breef Glossary

Augmented reality! AR is tech that superimposes computer-generated images or video onto a user’s real-world view. We’re seeing this pop up everywhere from larger than life handbags to a series of new Snapchat lenses celebrating beauty brands.

When a potential customer adds items to their online shopping cart but leaves the site without completing the purchase.

An activation is a marketing event or campaign that is designed to get consumers to interact with a brand and thus build loyalty.

An ad blocker is software designed to filter or remove ads — pop-ups, for example — from online content. Users add such programs to their web browsers. Ad blockers work by recognizing ad server tags.

An ad exchange is a marketplace for automated buying and selling of ad inventory. Advertisers can connect to ad exchanges via demand-side platforms, target audiences and bid on space. Publishers tend to utilize supply-side platforms.

Additional information or links provided alongside a text ad to improve visibility and performance.

The ability to use media to target and connect with specific individuals — as opposed to a large group of users. Why is it important? Addressability gives marketers the ability to customize communications to individuals to meet their needs.

Google’s program that allows website owners to monetize their content by displaying targeted ads.

How most brands / influencers / publications make money. A performance-based marketing channel in which an external website (the affiliate) earns a commission for any sales they drive for an advertiser. It’s the hero for driving traffic and revenue.

Promoting yourself on the shopping giant, Amazon. These seller advertising solutions are offered by Amazon to help boost sales and visibility — including Amazon Display Ads, Amazon Sponsored Products and Amazon Sponsored Brands.

Also known as ubiquitous computing, ambient computing is the integration of tech and AI into our everyday lives to automate tasks. What does it mean for marketers? Potential ease of data capture and analysis — among other things.

The clickable text in a hyperlink that often influences search rankings.

Apple’s built-in AI assistant — focuses on user privacy and utilizes personal context to offer features like writing assistance, image generation and improved Siri functionality.

The oversight and visual execution of the creative concept + strategy outlined via creative direction. Good art direction allows the brand to be easily identifiable.

The act of being known! The goal of gaining ‘more eyeballs,' spreading your message and establishing high brand recognition amongst your target market.

Transactions or marketing efforts between two businesses.

Marketing or sales directed at individual consumers.

The opposite of brand differentiation, blanding is the phenomenon of brands adopting the same minimalist aesthetic across the market. Many feel blanding removes negative associations, attempting neutrality — the downside? It also removes brand personality.

Blockchain is technology that allows for a distributed and continually updated record of transactions. Blockchain has no single point of failure and cannot be controlled by any one entity. Bitcoin, for example, relies on blockchain.

The percentage of visitors who leave a website after viewing only one page.

The value that comes from the perception of a brand name rather than the value of a product or service itself — i.e. the social value of a brand name.

Akin to buzz or hype, generating brand heat refers to igniting strong interest in a brand — who doesn't want that?

Any visual or verbal brand element that showcases the brand's desired image while telling a meaningful story. Essentially the tangible brand elements that create a business's identity: logo, brand mark, brand colors, type, etc.

Brand safety encompasses the strategies and technologies used to make sure ads are placed only in contexts that would not harm the brand. Tools for this are often added to ad exchanges.