Social platform glossary

12/05 By Rossmary Gil

Social platforms–the digital technology used to enable the development and management of social media solutions and services–have become ubiquitous. From Facebook to Twitter, there are so many social media platforms in the market that it can be difficult to keep track of all the terms and jargon they generate. To get fluent fast, check out this glossary of key terms that apply to social platforms:   

Ad fraud:

Ad fraud is any deliberate activity that prevents the proper delivery of ads to the right people at the right time, in the right place. Most often, ad fraud refers to non-human or bot traffic.


Short for robot; refers to a software program that carries out automated tasks on the internet. There are good bots, like those that crawl pages for web browsers, and bad bots, designed for fraud. Both can intentionally or unintentionally view ads, watch videos, click on ads, and generate false impressions.

Brand safe:

Being brand safe means keeping brands’ campaigns – and reputation – safe from association with risky online content or environments.


Interactions between people and brands on social networks. For example, on Facebook, engagement could include likes, comments, and shares.

Fake news:

Websites or webpages actively creating and/or distributing deliberately inaccurate content presented as news.


Video ads that appear in the video player itself and appear before(pre-roll), during(mid-roll), and after(post-roll) the video.


The continuous feed of news and posts presented on a particular platform. Examples could include the Facebook homepage, blogs, or a Twitter timeline.

Native advertising:

A form of paid media in which the advertising experience follows the form and function of the user experience in which it is placed.

Paid social media:
The use of social media for ad placement. The most common types are native advertisements such as Facebook ads, Twitter promoted tweets, and YouTube sponsored videos. Other forms of paid social media include traditional display ads on social networks and Twitter Promoted Accounts.


The automated buying and selling of digital advertising inventory. Buyers and sellers employ algorithm driven software and artificial intelligence to create a results-driven exchange.


The ability for an ad to be seen by a consumer. By industry standards, in order to be considered “viewable,” an ad must meet the minimum requirements in the MRC Viewable Impression Guidelines.  

Walled garden:

A browsing environment that exists outside of the open web and whose advertising systems do not conform to industry standards. Walled gardens include any advertising platform that requires non-standard campaign operations.

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