Glossary: A is for…


Welcome to our glossary of online advertising terms!

Find out more about online advertising terms that start with the letter A.

 


Above The Fold

Above The Fold in online advertising (or ATF) refers to the viewable space on a webpage when it first loads.

Learn more >

 


Above The Line

Above The Line (or ATL) refers to conventional marketing techniques using mass media such as TV, Radio, Billboards or the Internet.

Learn more >

 


Acquisition

In online advertising an acquisition means a purchase.

Learn more >

 


Active View

Active View is a Google program which measures Viewable Impressions. An Active View Viewable Impression is therefore one which appeared at least 50% onscreen for at least one second.

 


Ad Agency

An Ad Agency is a company which handles other companies marketing work. This is often both convenient and cost effective.

Learn more >

 


Ad Blocker

An ad blocker is a piece of software which stops adverts being shown on websites in a users browser.

 


Ad Buy

An ad buy is a block of ads being purchased for one purpose.

 


Ad Buyer

Ad Buyer is a job in online advertising, which refers to someone who negotiates the price of adverts, often for an Ad Agency. An Ad Buyer is also often used as the generic term for an advertiser.

 


Ad Call 

An Ad Call is when one computer requests an ad from another. It’s a bit like the old woman who swallowed a fly if you chase down everything it refers to.

Learn more >

 


Ad Campaign

An Ad Campaign refers to a set ads which are designed to run together.

 


Ad Exchange

An Ad Exchange is a type of RTB platform in which websites can both put their ads in to advertise themselves, as well as display ads from others. It’s kind of a combination of an SSP and a DSP.

 


Ad Impression 

An Ad Impression is one successful Ad Call – one ad loading on a webpage is one Ad Impression. This is different to a Page Impression.

Learn more >

 


Ad Inventory

The total amount of Ad Impressions a Publisher or Ad Network has – this is usually expressed as a per month figure.

 


Ad Line

Ad Line is term used to mean one line of detail on either an Insertion Order or within an Ad Server. As the information on either is usually displayed in the form of a table, an Ad Line is literally one row of that table and will include a set of targeting details for an ad.

 


Ad Network 

A company which sells advertising space for many websites.

 


Ad Operations

Ad Operations (or Ad Ops) is a job role devoted to some combination of uploading, troubleshooting, managing, optimising and reporting on Advertising Campaigns. It is also referred to as Ad Trafficking.

 


Ad Ops

Ad Ops (or Ad Operations) is a job role devoted to some combination of uploading, troubleshooting, managing, optimising and reporting on Advertising Campaigns. It is also referred to as Ad Trafficking.

 


Ad Platform

An Ad Platform is a generic term meaning the product a company uses to serve advertising. For example two of Google’s Ad Platforms are AdSense (which websites use to put ads on their site) and AdWords (which advertisers use to advertise on).

 


Ad Pricing Model

An Ad Pricing Model is the way in which an advertiser pays for advertising, such as on a CPM, CPA, or CPC basis. Also refered to as an Advertising Rate.

 


Ad Rank

Ad Rank is a metric used by Google AdWords to decide the positioning of an ad for different keywords on its search results pages. Using a combination of the relevance of the ad to the keyword, the amount being paid and the quality of the landing page, the Ad Rank of an ad will pretty much determine that ads level of success.

 


Ad Request

An Ad Request is when one computer requests an ad from another. It’s a bit like the old woman who swallowed a fly if you chase down everything it refers to. It is synonymous with an Ad Call.

Learn more >

 


Ad Server

The server which ads get sent to sites from. These are used by Ad Networks as well as Ad Agencies (and sometimes Publishers) to ensure ads are delivered correctly – to the right users, at the right time on the right webpages.

 


Ad Serving Costs

Ad Serving Costs are any costs acrued from the actual running of an ad. For example, many Ad Servers charge a tiny CPM fee just for delivering ads to websites. This term does not usually include admin fees.

 


Ad Serving Fees

Ad Serving Fees are charges made for serving ads. These would include upfront fees paid to Ad Agencies or Ad Servers for them doing any work at all.

 


Ad Slot

The space on a webpage where an ad loads. The dimensions are specified as horizontal then vertical.

 


Ad Specs

Ad Specs (short for Ad Specifications) are the requirements a website/network places on advertisers to allow their ad to run. They will usually include filesize, and frame rate.

 


Ad Tag

An Ad Tag is the piece of code an advertiser gives to a website instead of the actual ads they want shown, which calls the ad from their Ad Server. These usually come in Javascript.

 


Ad Trafficker

An Ad Trafficker is someone who works in Ad Ops. The job role is devoted to some combination of uploading, troubleshooting, managing, optimising and reporting on Advertising Campaigns.

 


Ad Trafficking

Ad Trafficking is the process of uploading, troubleshooting, managing, optimising and reporting on Advertising Campaigns.

 


Ad Unit

An Ad Unit is the generic term used when talking about a single type of ad or ad size.

 


AdChoices

AdChoices is an advertising industry initiative to ensure that Behavioural Advertising isn’t rejected by the general public by staying within the law. Ads which are working on a Behavioural Targeting basis should always have an AdChoices logo on them, which allows a user to opt-out of the targeting when clicked on.

 


Added Value

In online advertising Added Value refers to extra inventory added to a sale (for free) to sweeten the deal for the buyer.

Learn more >

 


AdSense

AdSense is an Ad Platform from Google. It is an easy way to place ads on your site and earn money from online advertising.

 


Advergame

An Advergame is a game made for advertising purposes. It is a sort of advertisement in that the game will usually be heavily branded, and may even contain offers for the advertisers product.

 


Advertising Rate

Advertisers pay publishers via various payment models, and the Advertising Rate is the term to describe all of the models, including CPM, CPA and CPC.

 


Advertorial

Advertorial is a piece of writing made to look like an article, but which is just a written advert. It is distinct from Native Advertising, in that Advertorial is generally marked as such.

 


Adware

Adware is a type of software which delivers ads onto a computer regardless of an internet connection. Adware is now mostly considered as a sort of virus. Although there are legitimate versions of Adware, most instances involve a program being downloaded without a users knowledge, and then forcing a user to see (dodgy) ads.

 


AdWords

AdWords is an Ad Platform from Google. It is a place where advertisers can run ad campaigns across Google’s Ad Network.

 


Affiliate Marketing

Affiliate marketing is typically the practise of putting a link to a product or webpage on a site and being paid for each visitor that clicks on it or who buys something via that link.

 


Age Gate

An Age Gate is a page (sometimes within an advert) that stops a user from continuing until they enter some proof of their age (usually just their date of birth).

 


Analytics

The measurable statistics of a website or an ad campaign (such as impressions). Typically used to talk about statistics once they have been analysed, rather than raw data. An analytics platform must be used in most circumstances in order to gain any real level of insight.

 


Analytics Platform

A provider of website analytics such as Google Analytics.

 


Animated Gif 

A Gif which cycles through different images. Gif is an acronym that stands for graphic interchange format.

 


App

App is an abreviation of application, and is generally used to refer to applications on mobile/cell phones.

 


ATF

ATF stand for Above The Fold, which in online advertising refers to the viewable space on a webpage when it first loads.

Learn more >

 


ATL

ATL stands for Above The Line and refers to conventional marketing techniques using mass media such as TV, Radio, Billboards or the Internet.

Learn more >

 


Attribution

The process of relating sales or Conversions to advertising activities – either post-click or post-impression.

To keep browsing the Glossary, see our full listing here or skip to the letter you need:

0-9 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z