Th e bili ng ual dict ion ary of me dia ter Free edition Cannot be sold Cover © Coraline Vacher 1 MediaPochepublicationsarepleasedtopresenttheMPbilingualGlos sary,towhich300termshavebeenadded(750words[.]
Free edition - Cannot be sold - Cover © Coraline Vacher Th e bili ng ual dict ion ary of me dia ter MediaPochepublicationsarepleasedtopresenttheMPbilingualGlossary,towhich300termshavebeenadded(750wordsinthe2015MPGlossar y).The2018MPGlossaryidentifieskeytermsthatreachacross allofourareasofexpertise.Itcloselyreflectsthechangesthataffectour occupations,whichincorporatenewcompetenciesandareasofexpertiseeveryday Technologicalchangesandinnovationsgiverisetoaplethoraofnewconce pts.Thisiswhywehaveintroducedexpressionslike“GDPR”,“smart city”,“whistleblower”,“FOMO”,“DPO”,“influencer”,“HRanalytics”,“fake”,“gamification”and many more inthisglossary.Some definitionshave alsobeenupdatedandevenbroadenedtocaptureourrapidlyevolving dailyenvironment.Masteryofthisspecificvocabularyisvitaltoworking in our fieldtoday The2018MPGlossaryaimstobedidacticandascomprehensiveaspos- sible This work wil continue to improve through commentary fromitsexpertreadership,withthemissionofperpetuallymonitoringanddetec- ting the emergence of new offering andterms Happy reading The editorial and sales teams Table of contents .68 .19 75 27 41 76 .49 .77 .54 82 61 92 114 116 122 136 .144 148 152 .64 96 10 .156 Sources used to create this volume: 1min30.com arcep.fr banque-france.fr CESP(Centred’étudesdessupportsdepublicité)definitionsmarketing.com emarketing.frfuturasciences.com IAB (Interactive Advertising Bureau) Insee(Institutnationaldelastatistiqueetdesétudeséconomiques)journaldunet.com larousse.fr linternaute.fr mediametrie.fr nmsba.compublicitor mercator.frsocialcool ing.com srifrance.orgwhatis.tech target.com MP GLOSSARY 2018 PUBLISHER HAVAS EDITION Publishing director: 29/30, quai de Dion Bouton 92 Étienne Curtil 800Puteaux Editorial board: Marie Glatt, Alexandra Lux, Nadine Medjeber This document was published Artistic director: byHAVAS EDITION and translated byCoraline Vacher InèsPauly, Technicis and Liingo.Typesetting: Production monitoring: Anne Geesen Proofreadin This volume was made possible Paula Gouveia, Ève Mougenot thankstotheparticipationofHavasMediaFranc Commercial contact: e Rose-Aimée Gémain We would like to thank all of theadvertisers featured in this volume Free edition Cannot be sold The MP GLOSSARY is available in printed form, free of charge at the following addresses: HAVAS EDITION : 29/30, quai de Dion Bouton - 92800 Puteaux HAVAS MEDIA RÉGION PARIS : 33 quai de Dion Bouton - 92800 Puteaux HAVAS MEDIA RÉGION LYON : 49, rue des Docks - 69009 Lyon HAVASMEDIARÉGIONMARSEILLE:PôleMediadelaBelledeMai-37,rueGuibal-13003Marseille HAVASMEDIARÉGIONNANTES:16,boulevarddelaPrairieauDuc-44200NantesHAVASMEDIA RÉGIONTOULOUSE: 36, rue Alsace Lorraine - 31000 ToulouseHAVASMEDIARÉGIONLILLE:15,rueduPalaisRihour-59000Lile To receive a free copy of the MP GLOSSARY, send your order on plain paper including a mandatory Colissimo France 1kg envelope with your coordinates to the following address:HAVAS EDITION - Service Media Poche 29/30, quai de Dion Bouton - 92800 Puteaux WWW.HAVASEDITION.COM PrintedbyTI-MEDIAN,70/82rueAuber,94401Vitry-sur-SeineLegal deposit: June2018 ISBN : 979-10-96453-05-4 Warning:confidentialdocument.ItscontentremainstheexclusivepropertyofHavasEdition.Anyfullorpartialreproductionisforbiddenwithoutprior writtenconsentofHavasEdition.Freeedition.Cannotbesold PEFC certified - pefc-france.org AACC (FRENCH ASSOCIATION OFCOMMUNICATION AGENCIES) — Createdin1972,theAACCisaFrenchtr adeunionrepresentingadvertising,di rectmarketing,salespromotion,andh ealthcare communicationagencies AB+/HIGH INCOMEGROUP — Groupthatdrawstogether threeof French statistical institute INSEE’s socio-professional categories:artisans,merchants, entrepreneurs;executivesandpost-graduate professionals; middlemanagement ABACUS — Calculation method, oftenbasedon graphs, allowing to simplyandsystematicallygetresultspr ovidedbyagroupofindividuals ABANDONMENT — See cart abandoner ABOVE THE FOLD — Partofawebsitelandingpagethatisvis ibleonthescreenwithoutscrollingdow n.Theimportantelementsofalan-ding pageare usuallypositionedabovethefold.Seela ndingpage,scroll ABOVE THE LINE — Withinacommunicationbudget,designatesexpenditureforthesixmajormedia:pr ess, television,outdoor, radio,cinema,andInternet.Seebelowth eline A/B TESTING — Method usedinmarketingtomeasuretheimpactofaversionchangeof avariableontheachievement ofanobjective(click,validation,filling aform, etc.).Strictly speaking,anA/ Btestallowstotest2versionsofthe variable,anA/B/Ctest3versions,etc TheA/Btestingisakeysteptoasuccessfulonlineadvertisingcampaign, ortoimprovetheconversionrateofala ndingpage.Synonym:A/Btest ACCESS PANEL — ACPM (FRENCH ALLIANCY FOR THEFIGURES IN THE PRESS AND MEDIA INDUSTRY) Householdsand/orindividualsrecruitedbyaresearchcompany,aportionofwhichcanberapidlypolledin relationtoanadvertiser’sissue — OrganizationborninDecember2015f romthemergerbetweenOJDandSA SAudiPresse.TheACPMmissionisthe measurementofthepressaudienceandthecertificationofthemediacount.Moreprecisely,theACPM: – controls all thecirculationfiguresintheinterestoftheutmosttran sparency; – develops the most relevantandoperationalaudiencere search; – designs studiesand future actions accordingto theneedsofthemarket ACCESS PRIME TIME — Intelevision,thetime slotbetween6:00p.m.and8:30p.m.th atprecedesprimetime.Seedaypart ACD (AUTOMATIC CALLDISTRIBUTION) — Electronic telephoneswitchboardsthatroute callstowaiting queues accordingtoanumberofparameters Atool for calltrafficmanagementandequitabl eallocation ACRONYM — Wordformedofinitials,itispronouncedli keanordinaryword ACQUISITION COST — ACTIVE POPULATION — Thecosttoacquireacustomer.Marketingoradvertising investmentrequiredtoachieve conversionduringanInternet campaign,fixedasan average.TheInternet’s capacity to deliver indicatorsmakesthenotionofacquisi tioncost veryimportant Client, prospectiveclient,andvisitoracquisitioncosts areconsidered.If10,000euros campaignrecruits 100clients,theacquisitioncostis100 euros Expressionthatdesignatesboththee mployedactivepopulation(alsocalledth e“activepopulationwithoccupation”)an d theunemployedactivepopulation ACTIVE WEEKOR MONTH — Refersto anadvertising activityperiod.Pressurestandardsareusedfor activeweeksormonths(expressedin GRP)todefineanadvertisingcam- paign’sinstantaneous,tempora ry,or overallintensity ADBLOCKER — AD PAGES — Softwareoramoduleembeddedinau ser’sbrowserthatpreventsthedisplayofbannersoranyotheradvertisingformat Numberofviewsforanadvertisingban ner.PrincipalquantitativepurchasingcriteriaforInternetadvertisingspa ce.Synonyms:impressions,views ADCLICK — AD REQUEST — See click Messagesenttotheadvertiserwhen someone consultsitsadvertisement AD EXCHANGE — AD SERVER — Technologicalplatform that optimizes the buying and selling of display advertising inventories in anopenenvironment,inrealtime, runningasanauctionforeachadvertisingimpression.SeeDSP,RTB Softwareformanagingadvertising campaignsthatenablesthecentralizedprogrammingofthedisplayof advertisingobjectsintheirallottedspa cesoncontent-basedpages.The softwarealsofurnishescampaignstati sticsthatcanbeconsultedbyrelevantstakeholders.Twotypesofads erverscanbedistinguished: – publisherside:theprimarypurposeofanadse rverforpublishersistodeliveradvert isingimpressions; – agencyside:adserversforagenciese nabletheaggregationofcampaignres ults from multiple sites,aswell asthemonitoringofsurfingbehavior afteradvertisementexposure AD HOC — Latinwordmeaning,“forthis”, or fitted to a situation or subject Anadhocstudyisaspecificstudy conceived and carried out in responseto one ormultiple precisequestions orissues ADIMPRESSION — Complete downloadof anadvertisingobjecttoaconnected terminal Thenotionofimpressionmakesitpos sibletocounttheinstantofcontactwit hanadvertisement,independentofth eInternetpageorapplicationinwhicht headvertisingobjectisinserted.Seeadviewability AD SPECIFICATIONS — See technical specification AD SWITCHING —