Marketing Glossary

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

Click–through rate (CTR)

What is Click–through rate (CTR)? CTR (click-through rate) refers to the percentage of users that see an ad with some sort of call to action and click on the ad to follow through. A higher click-through rate signals an enticing advertising campaign and/or offering. 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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Beacon Advertising

What is Beacon Advertising? Beacon advertising is an advertising technique to target consumers based on their physical location. This is made possible by way of a small device, called a beacon, which runs on batteries and is installed in a physical location (e.g. a retail store countertop). These beacons then send out messages or advertisements to consumers mobile phones via Bluetooth. The radius of targeting can be specific to where the consumer is standing or widened out to a defined range. Beacon advertising can be used to move consumers through the whole conversion funnel, from placing a beacon outside a store to urge them to enter to providing a coupon as a user browses and providing one-click payment on their phone when the consumer is ready to pay. Beacon advertising has its use cases still today, however, in general, the technology has been replaced by better, more effective solutions. Learn how GroundTruth’s location marketing platform is impacting the future of advertising. 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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Cost Per Visit (CPV)

What is Cost Per Visit (CPV)? CPV (Cost Per Visit) is a guaranteed performance buying model in which marketers only pay for ads that result in a store visit. Introduced to the market by GroundTruth in Spring of 2017, the Cost Per Visit buying model removes the risk or guesswork of traditional media buying and shifts accountability from buyer to partner, bringing improved transparency and simplicity to the advertising industry. GroundTruth uses a combination of performance-optimized targeting solutions to generate the desired number of visits. The result is a fully customizable advertising solution. Learn more about GroundTruth’s CPV advertising buying model and discover the power of performance-based advertising. 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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Cost Per Impression (CPM)

What is Cost Per Impression (CPM)? CPM, also referred to as Cost Per Thousand, is an ad payment model most common in desktop, that calculated to determine the cost of 1000 impressions and typically accompanies brand awareness campaigns. 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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Conversion Pixel

What is a Conversion Pixel? A conversion pixel is a piece of code that is provided to advertisers to place on a website landing page. It allows brands to track and report on the actions of users who visit their page after viewing or clicking on an ad. 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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Blueprints Technology

What is Blueprints Technology? Blueprints is the industry’s largest and most accurate geofencing platform. Unlike typical geofencing platforms, which creates radiuses around a location, Blueprints form polygons by tracing the store or place boundary based on satellite images to capture the precise boundaries of a location. All mobile location signals GroundTruth sees on its platform are mapped back to a business or POI using Blueprints. It’s the only mapping platform that accurately draws brands and multi-layer POIs, which we believe is necessary to fully understand who mobile users are and how they engage with their surroundings. 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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Behavioral Targeting

What is Behavioral Targeting? Behavioral targeting is a method of advertising that targets consumers based on their online and offline behavior. Online behavioral targeting is made possible by the use of cookies. When a consumer visits a site that has an advertisement, a cookie is sent to the computer and tracks future browsing behavior allowing marketers to target their advertising more accurately. For example, if someone visits a tool blog, he or she may be targeted with advertisements from a recently visited tool e-commerce site. Offline behavioral targeting is possible by way of mobile location technology. If a consumer opts into location-based services on an app on their phone, this information may be used to reach consumers based on their real-time location. For example, targeting a consumer with a coupon when they are within a half a mile radius of a particular store. Learn more about behavioral targeting at GroundTruth and discover the power of location-based audience targeting 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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Beacon Technology

What is Beacon Technology? Beacons are small physical devices, which broadcast a radio signal that can be detected by smartphones. They work when a piece of code is added to mobile apps that enable Smartphone Bluetooth technology to detect a beacon’s specific signal. The app is programmed to seek out this signal when the device approaches associated locations. Using this technology lets store owners and others to gather data or to personalize, location-based ads to people who are in or near their premises. For example, if a potential customer is in an electronics store and the store has a special sale on computers, a beacon could be placed in the computers section alerting the customer of the sale on their mobile phone when they pass by the section. There are many use cases for using beacon technology. However, beacon marketing is limited in its ability to scale, provide customization and it’s precision. Learn how GroundTruth’s location-based marketing solutions take beacon technology to the next level. 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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Audience Targeting

What is Audience Targeting? Audience Targeting is a way for marketers to reach likely consumers with precision and scale based on their past online and offline behaviors, interests, location, and demographic information. Marketers can use this information to create tailored ads and target customers when they are likely to buy a product or use a service. If a customer has filled out a form, visits your website, or is observed inside your brick-and-mortar location, you can also create an audience segment to retarget these customers at a later point in time. The more relevant targeting parameters you use to create your target audience, the more effective your advertising campaign will be in terms of results and cost. Learn more about GroundTruth’s Audience Targeting solutions and discover why we are the number one location-based advertising platform. 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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Ad Server

What is an ad server? An ad server is a web-based technology dedicated to the delivery of advertisements. This specialization enables the tracking and management of advertising related metrics. 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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