10 digital marketing concepts that every marketer should know in 2018

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10 digital marketing concepts explained in a comprehensible language. Marketing style that every marketer needs to understand in order to survive in 2018. Last year, we were already familiar with common marketing concepts such as ‘ad server’, ‘SDK’ and ‘MRAID’ ( never heard of it, so please check here). Here are the marketing terms of 2018 in which marketers could not keep their heads in the sand any longer:

Header bidding

A new real-time bidding method, executed by publishers. In the ‘old’ situation, advertising spaces are sold in a specific order of priority. First, impressions are assigned to advertisers who purchased directly from the publisher. Once the frequency cap has been achieved and these advertisers no longer ‘need’ the impressions, the first choice of SSP (sell-side platform, also a term that every marketer should know) is given the opportunity to offer advertising space. If this decision not to place a bid, the second, third or fourth SSP gets the chance. The ‘waterfall’ approach ensures that the SSP determines the order in which advertiser wins, and not the one who offers the most for it. In some cases, this is not in favor of the publisher.

For this reason, publishers are increasingly implementing header bidding, a code script placed in the header of the web page. This new approach no longer has a hierarchy and at the same time all advertisers are given the opportunity to offer the same advertising space. Of course, the publisher chooses the highest bid, after which the advertiser has the opportunity to fill in the advertising space.

Attribution Window

A defined period of time during which a publisher can claim that a click or an impression on his platform has led to an install or other conversion. For example: advertiser and publisher agree to use a window of 7 days. Then the publisher knows how to prove that the user does the installation after seeing an advertisement on the platform within the agreed window, then the effort for the installation is allocated to that publisher and he receives the reward.

Each of them has its own period of time. Facebook uses a standard window of 28 days, Google 30 days and you can choose Twitter for 1 day, 7, 14 or even 90 days. Today’s marketer requires more and more insight into the incremental value of their digital marketing activities and partners. The term ‘Attribution Window’ should therefore be a high priority for them.


The process whereby a marketer gives greater priority to short-term performance (e.g. monthly number of conversions achieved and the lowest possible cost per install) than to long-term performance (e.g. market share and mental availability). Marketeers, in which there is short-term, have a focus on achieving as many installs as possible in a short period of time at the lowest possible cost per download, so that this may even be at the expense of any negative consequences in the long term. Think of a deteriorated brand reputation, because the brand is sadly pursuing consumers with advertisements – all for that one sale. Also ‘tampering’ with Attribution Windows is often overlooked by these marketers.

Instream vs. Outstream video

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Instream videos are pre-rollers, mid-rollers and post-rollers. Advertising videos placed before, between or after video content and only in a video environment such as YouTube or Missed Broadcast. Outstream videos are not dependent on video platforms and can be placed in more types of environments, such as between texts or in social feeds.


An acronym for Google, Apple, Facebook and Amazon. A term that originated in France and has been used for a number of years, but will receive even more attention in 2018. In the digital marketing world since this year GAFA is putting even more pressure on the balance in the ecosystem of publishers. In politics, GAFA tax: a requirement that American Internet companies should pay tax in future on the turnover they achieve in EU countries, rather than the profits they often manage to keep out of the local tax authorities’ sight.

Conversational Advertising

For a number of years there has been talk about the take-over of chatbots. Predominately as a customer service tool, in 2018 it became more and more of a mobile advertising tool to directly engage with the consumer.

Branded interface

A visual touchpoint of a brand. Visual design is currently a widely used option to create a distinction in the minds of consumers. We are slowly moving towards a world in which voice systems will play a more central role. A world that revolves around sound. This limits the visual possibilities of a brand in terms of online marketing and therefore in 2018 brands will more frequently distinguish between branded interfaces and branded conversations.


A form of data management that can be compared best with a shared Google spreadsheet: it is one central file to which anyone (with access) can make adjustments. It is automatically shared with anyone who has access to the file. However, unlike Google spreadsheet files, blockchain does not allow changes to previously added rules. Blockchain’s cryptographic software ensures that users can only add new lines to the bottom of the list.

In 2018, many media and advertising companies are exploring how to apply blockchain in their purchasing strategy advertising. In this way it could be made clear which impression was shown to which device, for which price and actions were taken afterwards. A potential solution to the demand for transparency and fraud problems in the advertising world. This will only be possible if all links in the chain cooperate.

Appvertising vs. app marketing

App marketing is a collection of marketing activities aimed at increasing the number of users and/or the frequency of use of the app. Previously, app marketers mainly focused on app advertising. But there are many more influential factors, namely: ASO (app store optimization), onboarding tactics (welcoming the process of users and guiding them through the app) and monetization (making an app profitable). This year, more and more marketers are realizing that all these activities require a joint strategy.

GDPR (General Data Protection Regulation)

The new privacy legislation, drawn up by the international community, which will enter into force on 25 May 2018. Broadly speaking, the law means that if you, as an organisation, want to work with data that is personally or individually traceable, you need a more specific permission from the end user than before.

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