Glossary: E is for…


Welcome to our glossary of online advertising terms!

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

 


eCPM 

eCPM stands for effective Cost Per Thousand (or effective CPM), and is how publishers work out what CPM they would be paid when being paid in different advertising rates (such as CPA or CPC).

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Effective Cost Per Thousand

Effective Cost Per Thousand (or eCPM) is how publishers work out what CPM they would be paid when being paid in different advertising rates (such as CPA or CPC).

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Efficacy

Efficacy means somethings ability to produce the intended result, and in online advertising is synonymous with effectiveness. The efficacy of an Ad Campaign is how well the Ad Campaign produced the desired results (eg more customers etc).

 


Engagement

Engagement is a catch-all phrase used to describe any sort of interaction with content. For example on a video it would include pausing the video, resizing the screen or changing the volume. It is mainly used as a Social Media metric, but is also used with traditional online advertising.

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Engagement Rate

Engagement rate is the percentage of people who saw a piece of content and engaged with it.

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Equivalent Cost Per Thousand

Equivalent Cost Per Thousand (or eCPM) is how publishers work out what CPM they would be paid when being paid in different advertising rates (such as CPA or CPC).

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Exclusion Pixel

An Exclusion Pixel is way of stopping ads appearing in a certain place or to a certain user. It is literally a 1×1 pixel that is given a variable that an Ad Server can see, and then not serve an ad.

For example the Ad Tag on a membership confirmation page may have an Exclusion Pixel on it. This is then used to ensure membership sign up ads do not appear on that page. The exclusion pixel could also be attached to a cookie, so that users have been to that page are also not targeted by membership ads.

 


Expandable Ads

An Expandable Ad in online advertising refers to any ad unit which becomes larger upon some sort of user interaction. These types of ads often contain videos once expanded, and must always feature a close button. They also generally command a comparatively high CPM.

 


External Comms

External comms is a PR term used to describe communications such as press releases which are sent out by a company to the wider public.

 



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