Glossary


Advertising can be confusing enough without letting the actual words used get in your way. Make sense of all the jargon with our glossary of advertising terms.

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120×60

120×600

125×125

160×600

300×250

300×600

468×60

728×90

A

Above The Fold

Above The Line

Acquisition

Active View

Ad Agency

Ad Blocker

Ad Buy

Ad Buyer

Ad Call

Ad Campaign

Ad Exchange

Ad Impression

Ad Inventory

Ad Line

Ad Network

Ad Operations

Ad Ops

Ad Platform

Ad Pricing Model

Ad Rank

Ad Request

Ad Server

Ad Serving Costs

Ad Serving Fees

Ad Slot

Ad Specs

Ad Tag

Ad Trafficker

Ad Trafficking

Ad Unit

AdChoices

Added Value

AdSense

Advergame

Advertising Rate

Advertorial

Adware

AdWords

Affiliate Marketing

Age Gate

Analytics

Analytics Platform

Animated Gif

App

ATF

ATL

Attribution

B

B2B

B2C

Backup Ad

Backup Gif

Banner

Banner Ads

Banner Advertising

Baseline

Behavioural Advertising

Behavioural Targeting

Below The Fold

Below The Line

Bing

Black Hat

Blog

Blogger

Blogging

Blogosphere

Bots

Bounce rate

Brand Advertising

Brand Buy

Brand Campaigns

Brand Network

Brand Spend

Broken Ad Call

Browser

BTF

BTL

Budget

C

Cache-busting

Call To Action

Channels

Click

Click-Through Rate

CMS

Co-Branding

Companion Ad

Confirmation Page

Consumption

Content

Content Management System

Conversion

Conversion Pixel

Conversion Rate

Converted

Cookie

Cost

Cost Per Acquistion

Cost Per Action

Cost Per Click

Cost Per Day

Cost Per Engagement

Cost Per Expansion

Cost Per Install

Cost Per Land

Cost Per Lead

Cost Per Thousand

Cost Per View

Cost Per Viewable Thousand

CPA

CPC

CPD

CPE

CPI

CPL

CPM

CPV (Cost Per View)

CPVM (Cost Per Viewable Thousand Ads)

CR

Crawling

Creative Agency

CSS

CTA

CTR

D

Daisy-Chaining

DART for Publishers

De-Dupe

De-duplication

Default Ad

Demand Side Platform

Device Targeting

DFP

Display Advertising

Downweight

DSP

E

eCPM

Effective Cost Per Thousand

Efficacy

Engagement

Engagement Rate

Equivalent Cost Per Thousand

Exclusion Pixel

Expandable Ads

External Comms

F

Feed

File Extension

Fill Rate

Flash Ad

Floater

FMCG

Fold

Follow

Follower

Freemium

Frequency

Frequency Cap

G

Gamification

Gated Content

Gif

Glossary

Google+

Guaranteed Inventory

H

Hashtag

Hidden iframe

Homepage

Homepage Takeover

House Ad

HP

HPTO

HTML

I

IAB

iframe

Impression Cap

Impression RPM

Impressions

Inbound Links

Inbound Marketing

Incremental Revenue

In-House Marketing

InLine Advertising

Insertion Order

Install Rate

Internal Comms

Interstitial

InText Advertising

Inventory

Inventory Forecasting

Inventory Management

IO

J

Java

JavaScript

Jpeg

jpg

Jump Page

K

K Weight

Key Point Indicator

Keyword

Keyword Targeting

KPI

L

Landing Page

Lead

Lead Generation

Leaderboard

Like

Linear Video Ads

Link

Long Click

Long Tail

Low Hanging Fruit

M

Make Good

Marketer

Marketing Channel

Med Rec

Medium Rectangle

Metrics

MG

Microsite

Mid-Page Unit

Mid-roll

Minimum CPM

Minimum Guarantee

Mobile Advertising

Modified Tweet

Monetized

Monster MPU

MPU

MT

Multiple-Purpose Unit

Multi-Purpose Unit

Multi-Size Ad Slot

N

Native Advertising

Negative Targeting

Netiquette

Non Human Traffic

Non-Guaranteed Inventory

Non-Linear Video Ads

Non-Organic Traffic

Non-Session Data

O

Online Publishers Association

Open Rate

Opportunity To See (OTS)

Optimising

Organic Traffic

OTS

Outbound Marketing

Overdelivery

Overlay

P

Page Impression

Page RPM

Page View

Pages Per Session

Pay Per Click

Performance Advertising

Performance Buy

Performance Campaign

Performance Network

Performance Spend

PHP

Pixel

Placement

Platform

PNG

Polite Loading

Pop-Blocker

Pop-Under

Pop-Up

Post

Post-Click Conversion

Post-Click Window

Post-Impression Conversion

Post-Impression Window

Post-roll

PPC

PR

Pre-Game

Premium

Pre-Roll

Priority

PSA

Public Relations

Public Service Advert

Publisher

Publisher Ad Tag

Q

QR Code

Qualified Leads

Qualitative

Quantitative

Quartile

Queries Per Second

Query

Quote Tweet

R

Reach

Real Time

Real Time Bidding

Real Time Bidding Platform

Recency

Remnant Inventory

Remnant Network

Reskin

Responsive Ad Unit

Rest of World

Retweet

Rev Share

Revenue Share

Rich Media

Rich Media Vendor

Roadblock Ad

RoC

ROI

RoN

RoS

RoW

RPM

RTB

Run of Channel

Run of Network

Run of Site

S

Sales Confirmation Page

Search Engine

Search Engine Marketing

Search Engine Optimisation

Search Ranking

SEM

SEO

SERP

Serve

Server

Session

Session Duration

Share of Voice

Sitemap

Skippable

Skyscraper

Social Media

SOV

SP

Spider

Sponsored Post

Sponsorship

SSP

Standard Ad Unit

Super Skyscraper

Supply Side Platform

T

Tags

The Fold

The Waterfall

Third Party Ad Server

TIFF

Tile

Timeline

Traffic

Trafficking

Troubleshooting

Tweet

Twitter

U

UGC

UI

Underdelivery

Unique User

Unmonetized

Unoptimised

Unqualified Lead

Unskippable

Upweight

URL

User

User Base

User Experience

User Experience Testing

User Generated Content

User Interaction

User Interface

User journey

UX

V

Value Add

Value Added (or Added Value)

VAST

VI

Video Ad

Video MPU

Video Network

Video On Demand

Viewability

Viewability Rate

Viewable Impression

Viewed Impression

View-Through

View-Through Conversion

View-Through Conversion Rate

View-Through Rate

Viral Video

VOD

VTR

W

Wait Marketing

Waterfall

Web App

Webcast

Webpage

White Hat

Wide Skyscraper

WWW

WYSIWYG

X

XML Sitemap

Y

Yahoo!

Yahoo! Bing Network

Yield

Yield Management

YouTube

Z

Z-Index

Zombie Cookie

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