The media seller's digital glossary
Every tactic your AEs will hear about, defined in one paragraph each — no jargon, no platform logins required.
Plain-English definitions of the digital tactics your AEs will hear about — and sell. Every one of these is fulfilled by 44i Digital under your brand, and covered in Digital Certification.
What is white label digital marketing?
White label digital marketing is when one company builds and runs digital campaigns that another company sells under its own brand. The client sees the seller's brand on every proposal, report, and campaign; the fulfillment partner stays invisible. It lets media companies offer a full digital agency's capabilities without hiring a digital department.
What is SEO?
Search engine optimization is the work of making a business show up higher in unpaid search results — fixing site structure and speed, building content around what customers search for, and earning authority so Google ranks the site above competitors. It compounds: the work done this month keeps paying off next year.
What is AEO (answer engine optimization)?
Answer engine optimization is SEO for AI: structuring a site's content so tools like ChatGPT, Perplexity, and Google's AI Overviews cite the business when customers ask questions. It relies on direct, self-contained answers, structured data, and consistent facts about the business across the web.
What is paid search (SEM)?
Paid search — search engine marketing — is bidding to appear in Google and Microsoft results at the exact moment someone searches for what the business sells. Advertisers pay per click, which makes it the most intent-driven ad channel available: the customer raised their hand first.
What is paid social advertising?
Paid social is advertising inside social platforms — Facebook & Instagram, TikTok, Snapchat, and LinkedIn — targeted by audience, interest, and behavior. It pairs precise targeting with creative formats people actually watch, and it retargets site visitors who didn't convert the first time.
What is programmatic display?
Programmatic display is banner advertising bought in real time across millions of websites and apps, targeted to specific audiences rather than specific sites. Frequency capping, audience data, and automated bidding mean budgets go to the people most likely to respond, wherever they browse.
What is dynamic display?
Dynamic display builds each ad automatically from the advertiser's own product feed — the exact vehicle, listing, or SKU a shopper viewed follows them across the web. It's built for businesses with changing inventory: auto dealers, real estate, and retail.
What is retargeting?
Retargeting shows ads to people who already visited a website or engaged with a business but didn't convert. Because the audience has demonstrated interest, retargeting consistently delivers some of the strongest return of any digital tactic — it's usually the first paid tactic a foundation-up program adds.
What is geofencing?
Geofencing draws a virtual perimeter around a physical place — a store, an event, a competitor's location — and serves ads to the mobile devices that enter it. Because it's location-verified, it can also report offline visits: whether the people who saw the ad later walked into the business.
What is event targeting?
Event targeting geofences a concert, game, festival, trade show, or grand opening, captures the devices that attend, and serves ads to those people for a window afterward — typically 30 days. It turns a one-day crowd into a month-long audience, which fits naturally with sponsorships media companies already sell.
What is CRM targeting?
CRM targeting takes the advertiser's own customer, lead, or lapsed-buyer list and matches it to real people across display, video, social, and streaming — plus lookalike audiences modeled from that list. It's first-party data activated as media, and the list never leaves the campaign.
What is streaming TV (CTV/OTT) advertising?
Streaming TV advertising places video ads inside streaming services — Hulu, YouTube TV, Prime Video, Netflix, and live sports — watched on connected TVs. Unlike broadcast, it's targeted by location and audience and measured like digital: impressions, completions, and even store visits.
What is addressable household CTV?
Addressable household CTV matches an advertiser's target list or audience profile to specific homes and serves streaming TV ads only to those households. No wasted impressions, no neighbor seeing the ad — and reporting comes back at the household level.
What is streaming audio advertising?
Streaming audio places ads inside music and podcast services, targeted by audience and geography. It reaches listeners in the same environments as broadcast radio — cars, work, workouts — with digital's targeting and measurement.
What is native advertising?
Native advertising is sponsored content placed inside premium publisher networks — Taboola, Outbrain, and major news sites — formatted to match the editorial around it, in display and in video. It earns attention that banner formats can't.
What is digital out-of-home (DOOH)?
Digital out-of-home is billboard and screen advertising bought programmatically — digital billboards plus screens in gas stations, retail, and venues. It's geo-targeted, dayparted, and reported alongside the rest of a digital campaign instead of on a separate invoice.
What is Onsite Lead Gen?
Onsite Lead Gen identifies the businesses and households already visiting a website and turns that anonymous traffic into named prospects that feed retargeting, email, and sales follow-up. The traffic the advertiser is already paying for finally has names attached.
What is reputation management?
Reputation management is the practice of monitoring and improving how a business appears in reviews and listings — responding to reviews, generating new ones from happy customers, and keeping name, address, and phone data consistent everywhere customers look.
What is offline visits tracking?
Offline visits tracking matches ad exposure to physical store visits: did the people who saw the campaign actually walk in? Reported monthly, it connects digital spend to foot traffic — the measurement local advertisers care about most.