Glossary: S is for…


Welcome to our glossary of online advertising terms!

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

 


Sales Confirmation Page

A Sales Confirmation Page is a webpage which confirms a purchase has been made online. It appears after payment information has been entered and the transaction has been completed.

 


Search Engine

A Search Engine is a website which attempts to index all websites and then allows users to search for a word or string of words, and it will attempt to show them which websites are most relevant to that search. Google is the most notable example.

 


Search Engine Marketing

Search Engine Marketing (or SEM) is a type of marketing where the focus is on improving a sites ranking in search engines, either through SEO or through paid ads.

 


Search Engine Optimisation

Search Engine Optimisation (or SEO) is the process of improving your organic (non-paid for) search ranking. This is a very complex process, but basically involves improving your site to conform to what search engines want, creating original content, and being linked to by lots of high quality sites.

 


Search Ranking

Search Ranking refers to how high up in search results a website appears for a certain term on search engines. For example if you had a website about sweets and when users searched for the words “gummy bears” it came up third, then your Search Ranking for “gummy bears” would be three. The higher the search ranking, the more likely users are to click on your page.

 


SEM

Search Engine Marketing (or SEM) is a type of marketing where you focus on improving a sites ranking in search engines, either through SEO or through paid ads.

 


SEO

SEO stands for Search Engine Optimisation, and is the process of improving organic (non-paid for) search rankings. This is a very complex process, but basically involves improving your site to conform to what search engines want, creating original content, and being linked to by lots of high quality sites.

 


SERP

SERP stands for Search Engine Results Page.

 


Serve

Serve in online advertising means delivering an ad (i.e. “there were 30 million ads served last month”).

 


Server

A Server is a central computer which stores and delivers information to other computers.

 


Session

A session is from when a user logs on to a website to when they leave. It is a metric used by Analytics Platforms, and has different caveats depending on which one you use. Often a long period of inactivity will count as the end of a session, even if a user did not leave the site.

 


Session Duration

Session Duration is a website analytics metric which means how long on average a user spends on a site in one go.

 


Share of Voice

Share of Voice (or SOV) is a metric used to show what percentage of marketing messages on a particular topic or channel are coming from one advertiser. For example if an advertiser booked a Homepage Takeover on a site, then they could be said to have a 100% Share of Voice on the homepage of that site.

 


Sitemap

A Sitemap is a list of all the webpages on a site, arranged in a useful manner.

 


Skippable

Skippable in online advertising refers to ads (usually video ads) which do not have to be watched by a user (they can press a button to skip them). This is usually a function of ads which are delaying a users progress to the content they were looking for.

 


Skyscraper

A Skyscraper is a 160 Pixels (wide) by 600 Pixels (tall) Ad Unit also known as a Super Skyscraper. The 120×600 Ad Unit was previously known as a Skyscraper, which can lead to some confusion.

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Social Media

Social Media refers to websites entirely made up of User Generated Content, in which users can interact with things other users have posted.

 


SOV

SOV stand for Share of Voice, and is a metric used to show what percentage of marketing messages on a particular topic or channel are coming from one advertiser. For example if an advertiser booked a Homepage Takeover on a site, then they could be said to have a 100% Share of Voice on the Homepage of that site.

 


SP

SP stands for Sponsored Post and means a Social Media post has been paid for by an advertiser. Using #SP on Social Media is supposed to inform a user’s followers that the post is in fact advertising, although the effectiveness of this is disputed.

 


Spider

A Spider is a type of bot deployed by search engines which crawls websites to index their webpages and structure.

 


Sponsored Post

A Sponsored Post (or SP) is a Social Media post which has been paid for by an advertiser. Using #SP on Social Media is supposed to inform a user’s followers that the post is in fact advertising, although the effectiveness of this is disputed.

 


Sponsorship

In online advertising a Sponsorship refers to selling an ad placement or group of ad placements on a page or section of a website for a set period of time – usually billed on a CPD basis. These are commonly used when sections of websites will receive extra traffic during an event (such as the Tennis section on a sports site during Wimbledon), or else for Homepage Takeovers.

 


SSP

SSP stands for Supply Side Platform, and is a type of RTB Ad Network in which publishers place their inventory and the rules surrounding it, and advertisers come to bid on it.

 


Standard Ad Unit

These are most commonly accepted Ad Units as set by the IAB. They currently are 160×600, 300×250 and 728×90.

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Super Skyscraper

A Super Skyscraper is a 160 Pixels (wide) by 600 Pixels (tall) Ad Unit also known as a Skyscraper.

Learn more >

 


Supply Side Platform

SSP stands for Supply Side Platform, and is a type of RTB Ad Network in which publishers place their inventory and the rules surrounding it, and advertisers come to bid on it.

 



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