Glossary: P is for…


Welcome to our glossary of online advertising terms!

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

 


Page Impression

An metric, not to be confused with Ad Impressions. When one webpage is fully loaded by a computer, that counts as one Page Impression.

 


Page RPM

Page RPM is Revenue Per Thousand Pages and is the amount the Publisher receives from advertisers per 1,000 Page Impressions.

 


Page View

A Page View is a metric for how many times a webpage is loaded. Synonymous with Page Impression.

 


Pages Per Session

Pages Per Session is a website analytics metric which means the average number of webpages that were visited by a user in one Session (from when they logged on, to when they logged off).

 


Pay Per Click

PPC stands for Pay Per Click, and is another way to say CPC (which stands for Cost Per Click). It is a type of Advertising Rate which means advertisers only pay when their ad is clicked on.

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Performance Advertising

Performance Advertising focuses on, unsurprisingly, the performance of a campaign – in terms of conversions, clicks or other set KPIs. It generally works by paying very low CPMs (or eCPMs) and buying inventory en masse, so as to optimise towards the best performing sites.

 


Performance Buy

A Peformance Buy is an Ad Buy for Performance Advertising purposes.

 


Performance Campaign

A Performance Campaign is an Advertising Campaign which focuses on, unsurprisingly, the performance of a campaign – in terms of conversions, clicks or other set KPIs. It generally works by paying very low CPMs (or eCPMs) and buying inventory en masse, so as to optimise towards the best performing sites.

 


Performance Network

A Performance Network focuses on providing masses of inventory (sometimes anonymously) with the promise of being able to optimise individual campaigns to the sites which are working best for them.

 


Performance Spend

A Performance Spend is an Advertising Campaign which focuses on, unsurprisingly, the performance of a campaign – in terms of conversions, clicks or other set KPIs. It generally works by paying very low CPMs (or eCPMs) and buying inventory en masse, so as to optimise towards the best performing sites.

 


PHP

PHP is a programming language used to make websites.

 


Pixel

A Pixel is what makes up the images displayed on a computer. They are minute dots of colour, which altogether make up an image. In online advertising, a Pixel is often used to attach code to an ad, as it is the smallest possible thing a webpage will load.

 


Placement

Placement is a generic term meaning some combination of an ad and the place it is served. It can just mean all of one Ad Size for example, or all ads on a homepage, or it could mean all ads on a section of a website, or even just a single ad on a single page of a website.

 


Platform

A Platform is a generic term which means a computer/server which does something. An Ad Platform delivers ads for example, an RTB Platform deals with Real Time Bidding, or a Social Media Platform would mean Facebook or Twitter etc.

 


PNG

A png is a type of image file (with the file extension .png). It is one of the best types of image file as it loses the least amount of quality when compressed, while still being a good file size. PNG stand for Portable Network Graphics.

 


Polite Loading

Polite Loading is a common requisite made by websites for ads on their site, meaning that ads are set to load only a certain amount before stopping to let a page fully load. For example, the first 40k of an 80k ad would load, and then stop for the rest of the page to load before loading the final 40k. This is so that the page is not slowed down too much by a large ad.

 


Pop-Blocker

A Pop-Blocker is an add-on or plugin for a browser which prevents new windows from being opened on a browser without the user’s consent. This affects Pop-Under and Pop-Up ads, and has dramatically reduced the amount of Inventory available for either unit.

 


Pop-Under

An ad which comprises of a webpage which opens up in a new window behind a user’s current browsing window. Designed to be less annoying than it’s previous incarnation – the Pop-Up.

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Pop-Up

An ad which comprises of a webpage which opens up in a new window in front of a user’s current browsing window. This Ad Unit has been mostly replaced by the slightly less annoying pop-under.

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Post

A Post is generic term for any entry on Social Media or a blog. It can also be used a verb (i.e. “I posted that on Facebook“).

 


Post-Click Conversion

A Post-Click Conversion, or PC Conversion is when a user buys a product after clicking on an advert for it. The purchase does not have to happen immediately, only within the Post-Click Window. This is used for CPA campaigns only.

 


Post-Click Window

The Post Click Window, or PC Window, is the amount of time after a user has clicked on an ad and bought the product advertised, that the website the ad was on will still get paid for that conversion. This is only used on CPA campaigns. The advertiser will decide the length of the Post-Click Window.

 


Post-Impression Conversion

A Post-Impression Conversion, or PI Conversion is when a user buys a product after seeing an advert for it. The purchase does not have to happen immediately, only within the Post-Impression Window. This is used for CPA campaigns only.

 


Post-Impression Window

The Post Impression Window, or PI Window, is the amount of time after a user has viewed an ad and bought the product advertised, that the website the ad was on will still get paid for that conversion. Not all advertisers will pay on Post-Impression Conversions, as they are difficult to verify. When used, the advertiser will decide the length of the Post-Impression Window.  This is used for CPA campaigns only.

 


Post-Roll

Post-Roll ads are video ads which come up after a video has been viewed by a user.

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PPC

PPC stand for Pay Per Click which is another way to say CPC (which stands for Cost Per Click). It is a type of Advertising Rate which means advertisers only pay when their ad is clicked on. Learn more >

 


PR

PR stands for Public Relations and is the process by which a company tries to manage it’s image or reputation by controlling the way it is talked about in the wider world.

 


Pre-Game

Pre-Game ads are usually a type of video ad (although occasionally an MPU) which comes up before a flash game is loaded.

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Premium

The word “Premium” is used as a throwaway adjective used in the advertising world to imply that something is better than others in its class. As it is an entirely subjective compliment, it is as reliable an indicator of goodness as is “fresh”, “homemade” or “rustic” within the food world, and therefore should be mostly ignored.

 


Pre-Roll

Pre-Roll ads are video ads which come up before videos or games are launched.

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Priority

Priority in online advertising is a setting in Ad Servers which is used to decide which ad gets served first to each user. For example if two ads both have to deliver 100 ads today, the one with the higher priority will go first for each user.

 


PSA

PSA stands for Public Service Ad, which is an ad for a charity or other good cause which is delivered for free. They are sometimes used by Ad Networks, Ad Agencies, Publishers or even by Ad Servers as default ads.

 


Public Relations

Public Relations (or PR) is the process by which a company tries to manage its image or reputation by controlling the way it is talked about in the wider world.

 


Public Service Advert

A Public Service Ad (or PSA) is an ad for a charity or other good cause which is delivered for free. They are sometimes used by Ad Networks, Ad Agencies, Publishers or even by Ad Servers as default ads.

 


Publisher

Website owner.

 


Publisher Ad Tag

A Publisher Ad Tag is a piece of code that Publishers put directly on their site to call Ad Campaigns from Ad Servers.

 



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