Glossary: d

Daily Cap

The explicit limit a Gupta-managed campaign is able to spend in total each day across all platforms, targeting tactics, and ad types.

Dark Posts/Unpublished Posts

Facebook ads that do not show on a Facebook page and are only visible to users who are targeted in an ad campaign or shared by users who were served the post as an ad.

Dark Tweets/Promoted-Only Tweets

Tweets that do not show up organically on a profile or in a user’s timeline and are only visible to users being targeted within a campaign, admins of a page, users tagged in a promoted tweet, or by those who view the ad in the form of a targeted user’s retweet.

Data Management Platform (DMP)

Software that stores and analyzes data that could be useful for marketers, publishers, and other businesses.

Dayparting

The practice of automatically running ads at specific times of the day or on specific days of the week.

Days Remaining

A data point in Report(SE) that based on average daily spend and remaining budget, the approximate number of days left before a campaign would run out of budget.

Deep Link

A link that directs a user past the home page of a website or app to content inside of it – e.g. linking directly to a product instead of the home page.

Demand-side Platform (DSP)

Software that automates the buying of digital ads from ad exchanges. DSPs are used by advertisers to buy inventory from ad exchanges as cheaply and efficiently as possible.

Designated Market Area (DMA)

DMAs divide the country into different regional markets by population centers (e.g., San Francisco Bay Area). They are defined by Nielsen.

Detail Page Views (DPV)

A detail page view or DPV occurs when a shopper visits one of your brand’s Amazon product detail pages after clicking on your ad.

Direct Sponsored Content

Direct Sponsored Content gives marketers the ability to share content to the LinkedIn homepage newsfeed without first publishing the content on a Company Page or Showcase Page. You can personalize your message, test variations of your content, and control the content that shows up on the Company Page.

Direct Sponsored Content Poster

The admin access level needed to create Direct Sponsored Content (dark posts) on LinkedIn.

Display Impression Share

The impressions you’ve served on the Display Network divided by the estimated number of impressions you were eligible to receive.

Display Lost Impression Share

The percentage of time that your ads weren’t shown on the Display Network due to poor Ad Rank.

Display URL

URL that indicates the domain that the ad is driving to.

Dwells

The number of dwells on your Facebook Page’s posts as a result of your ad.

Dynamic Product Ads

Automatically promote products to people that have expressed interest on your website, app or elsewhere on the internet. Set up using a product catalog, which will automatically feature products previously viewed or added to cart by a specific user.

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