Digital Marketing Glossary

All #0-9 A B C D E F G H I J K L M N O P Q R S T U X

Page authority

A score (developed by Moz) between 1 and 100 given to a specific webpage based on how much authority carries. The higher the better. This score is worked out based on elements such as the number and quality of backlinks.

Page views

An analytics stat that tells you how many users viewed a particular page on your site within a certain time frame.


Illegally copying content from one site to another with the aim to hijack traffic from the legitimate site to the new cloned site.

Payment threshold

The minimum amount of commission an affiliate or influencer needs to earn for a brand before their commission kicks in.


Permission marketing

Permission marketing is what it says on the tin. It’s where you require your customers’ permission to send them marketing collateral.


Used in UX and marketing, personas are detailed descriptions of specific customers, or customer groups. You build out specific people based on sales data or a target market looking at things like their typical hobbies, disposable income, their family situation etc. This helps you to explore the best ways to market to these ‘personas’.


Digital platform is a very broad term, covering anything online that can exchange information, whether that’s user comments, payments, services or goods online. All social media, ecommerce websites, forums etc come under the term ‘digital platform’.

PMP (Private Marketplace)

A private marketplace is an invite-only, RTB auction wherein a select number of buyers can bid on ad inventory.


Pre-recorded digital audio files often hosted on audio streaming services such as Spotify, which talk about topics of interest, sometimes with guest speakers.

Pop-under ad

The opposite to a pop-up ad, this is where an ad displays under an active window. They are less intrusive to users and appear much less often.

Pop-up ad

An ad that pops up over the top of an existing active window, or as a new tab on your browser. Pop up ads should be used sparingly as they can irritate your visitors if they need to repetitively remove pop-up ads.


A site featuring a suite of commonly used services, serving as a starting point and frequent gateway to the Web (Web portal) or a niche topic (vertical portal).

Position 0

Position 0 is the very first entry that shows after a Google search. Depending on the search query, it’s often presented as a featured snippet as is the most sought-after position on Google.

PPC (Pay Per Click)

PPC is an advertising model where advertisers pay a certain amount whenever a user clicks on their ads shown in search engines.

PPL (Pay Per Lead)

online advertising payment model in which payment is based solely on qualifying leads.

PPS (Pay Per Sale)

online advertising payment model in which payment is based solely on qualifying sales.

Premium WordPress theme

Themes in WordPress that require additional payment to use. They’re more advanced, have better functionality and additional features. They may also be more secure in the long run so may be worth considering for your business.

Programmatic advertising

Programmatic advertising is programming software to automatically buy digital advertising or ‘ad space’. If it’s something you’re interested in, it’s efficient, allows for better planning and optimisation.

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