Marketing Glossary

Curious about a certain marketing or advertising term? Our glossary has you covered.

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Native Ads Network

What is a Native Ads Network? A Native Ads Network is when native advertisements appear within the content flow of the target app or website. The publisher has the ability to customize native ads to blend in with the look and feel of their app or webpage. These ads are displayed alongside page content, providing interaction and engagement superior to traditional display advertising. Because native ads are meant to blend in, users typically cannot tell the ad from the other content. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

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Programmatic Display Advertising

What is Programmatic Display Advertising? Programmatic Display Advertising is the automated buying process of data-driven, targeted ads. Advertisers can choose to purchase ad inventory based on highly qualified audience targeting and only bid on available impressions when their targeting methods match. This ensures that advertisers only show their ads to potential customers. GroundTruth’s programmatic solutions connect advertisers to high-quality inventory across mobile, desktop, CTV, audio, and DOOH, using verified location and behavioral data to qualify every impression before a bid is placed. How Display Automated Targeting Works The mechanics behind programmatic display advertising rely on a real-time auction system called RTB (real-time bidding). Every time a user loads a webpage or app, an auction fires in milliseconds. Advertisers set their targeting parameters in a demand-side platform (DSP), and the highest qualifying bid wins the impression. Audience targeting sits at the center of this process. Instead of buying broad placements, advertisers define their audience by behavior, demographics, location history, and purchase intent. The automated system then finds matching users across a publisher network and serves the appropriate banner ad or rich media creative. GroundTruth layers location targeting on top of standard audience signals, using real-world visit data to qualify intent. Someone who recently visited a competitor’s store, for example, is a far warmer prospect than a demographic match alone. Types of Programmatic Display Buying Not all programmatic display advertising uses the same buying model. Advertisers typically choose from three approaches depending on their goals and budget: Open auction (RTB): Inventory is available to any bidder in an open marketplace. This model offers scale and efficiency, making it the most common entry point for displaying automated targeting campaigns. Private marketplace (PMP): Publishers offer select inventory to invited advertisers at a negotiated floor price. This gives buyers access to premium placements while maintaining…

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Display Banner Ads

What are Display Banner Ads? A display banner ad is a form of online banner display advertising that appears on websites, apps, and digital platforms to promote a product, service, or brand. Typically rectangular in shape, display banner ads combine a visual image, short copy, and a clear call-to-action (CTA) designed to drive a user to click through to a landing page or offer. Display banner ads run across both mobile (in-app and web) and desktop display advertising environments, making them one of the most versatile formats in digital advertising. They are purchased and delivered programmatically, meaning advertisers bid for impressions in real time based on audience targeting criteria rather than negotiating placements manually. What Makes a Display Banner Ad Effective? Not all banner ads perform equally. The strongest display banner ads share a few common characteristics: A single, focused message: Banner ads have limited space. The most effective ones communicate one clear idea rather than trying to say everything at once. A visible call-to-action: Whether it is “Shop Now,” “Get a Quote,” or “Find a Store Near You,” the CTA should be immediately obvious and action-oriented. Brand recognition: Logo placement, consistent color use, and on-brand visuals help users connect the ad to the advertiser, even without clicking. Relevance to the audience: An ad served to the wrong person rarely performs well regardless of creative quality. Audience targeting and contextual targeting both play a significant role in making banner ads feel timely and relevant rather than intrusive. Fast load time: Heavy creative files slow page load and often get skipped or blocked. Keeping file sizes lean improves delivery and viewability. GroundTruth’s Creative Services team can help you build banner ads that are optimized for each placement and audience segment. Display Banner Ads and Programmatic Advertising Most online banner display advertising…

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Digital Display Ads

What are Digital Display Ads? Digital display advertising is a form of online marketing where visual ads are shown across websites, mobile apps, and connected devices. These ads can include images, video, animation, and interactive elements designed to capture attention and drive user action. Unlike search ads, which appear based on user queries, digital display ads are delivered to targeted audiences as they browse content online. At a high level, digital display advertising allows brands to reach users across a wide network of publishers and platforms. Ads are typically clickable and direct users to landing pages, product pages, or other conversion-focused destinations. This makes digital display marketing a key channel for both brand awareness and performance-driven campaigns. How Digital Display Advertising Works Digital display marketing operates through a network of advertisers, publishers, and ad technology platforms. Advertisers create the ad creative and define their targeting strategy, while publishers provide the space where ads are shown. There are several ways digital display ads are purchased and delivered: Direct buys: Advertisers purchase ad placements directly from a publisher. Ad networks: Inventory is bundled across multiple sites to increase reach. Programmatic advertising: Ads are bought and placed automatically through real-time bidding platforms. This ecosystem allows advertisers to target audiences based on location, behavior, interests, and other signals, making digital display advertising both scalable and precise. Common Digital Display Ad Formats There are several common formats used in digital display ads, each designed to support different campaign objectives. These include: Banner ads: Standard image-based ads placed across websites and apps Native ads: Ads that match the look and feel of surrounding content Video ads: Short-form video units used for storytelling and engagement Rich media ads: Interactive formats with motion or expandable elements Interstitial ads: Full-screen ads that appear between content transitions If you want…

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Geo Farming

Geo-Farming, commonly known as geo-retargeting, is a tactic used by mobile advertisers to target customers at a specific location - whether on premise or in proximity of a point of interest - and re-target them at a later time with the same ad.

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Weather Targeting

What is Weather Targeting? Weather targeting, also called Weather triggering, is an advertising tactic enabling marketers to target their advertisements against many weather conditions and quantifiable weather parameters including temperature, wind, UV index, and weather alerts. For example, an ice cream shop may want to use weather targeting to reach customers within a defined radius when the temperature is over 80°F. Alternatively, a department store may want to run an advertisement on winter coats when snow is in the forecast. Weather targeting helps improve relevance based on real-time information to help create better-targeted ads that greatly impact the conversion rate. Learn more about weather targeting at GroundTruth and discover the power of location at your fingertips. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

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Visitation Metrics

What are Visitation Metrics? Visitation metrics are indicators that measure foot traffic into physical store locations. Learn more about GroundTruth’s new Projected Visits metric, which uses statistical sampling of visitation metrics to get a more complete picture of in-store visits. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

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Store Visitation Lift (SVL)

What is Store Visitation Lift (SVL)? SVL measures the increase in foot traffic to a brick-and-mortar location or point of interest that results from a mobile ad campaign. This measurement is made possible by leveraging mobile location signals to track the whole marketing funnel, from the time consumers were exposed to an ad and then entered into a defined location. There are a variety of tactics available to increase Store Visitation Lift by targeting consumers with an advertisement based on their real-time location, including geofencing, beacon technology, and Blueprint technology. This area of marketing is called location-based marketing or geolocation advertising. Learn more about how to improve your Store Visitation Lift at GroundTruth and discover the power of having mobile location targeting at your fingertips. Learn more about GroundTruth’s new Projected Visits metric, which uses statistical sampling of visitation metrics to get a more complete picture of in-store visits. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

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Software Developer Kit (SDK)

What is a Software Developer Kit (SDK)? An SDK is a full set of tools that can be used by developers to create software applications that communicate with other third-party applications. SDKs are used by these developers to communicate with ad networks and receive advertising content in exchange for any available ad space they have created. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

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