Performance Marketing Glossary

Performance Marketing Glossary

The performance marketing industry can be complicated, with a large diversity of company types, marketing methods, supporting technologies and hundreds of thousands of people involved in the development of this emerging industry. Combine that with terms that may have different meanings in other areas of marketing, such as lead generation, display advertising, direct response, search, and interactive advertising, and it can be confusing. On top of grasping the sophisticated concepts, the performance marketing space has a lot of jargon, terminology and acronyms. The PMA’s Industry Advancement Council supports the standardization of terminology, or at least a common resource, to minimize confusion and enhance education.


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