Glossary: T is for…

Welcome to our glossary of online advertising terms!

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



The term Tags or Ad Tags refers to a piece of code which retrieves an ad. This can mean either the code on a site, or the code provided by advertisers to websites or Ad Networks.


The Fold

The bottom edge of a browser: the area above is what a user can see when they first load a webpage, the area below needs a user to scroll down to see it.


The Waterfall

The order in which the Ad Networks are used by a website is often referred to as “The Waterfall”. For example “that network is doing well, so we should move them up in the waterfall”.


Third Party Ad Server

A Third Party Ad Server is a company which hosts ads on behalf of advertisers, and manages the process of serving them to websites as necessary. They also usually manage analytics, and can provide support for delivering more complex ads. Most Ad Agencies use them.



A TIFF is a type of image file (.TIFF is the file extension). TIFF stands for Tagged Image File Format.



A Tile is a 125 Pixels (wide) by 125 Pixels (tall) Ad Unit, also known as a Button.

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A Timeline in Social Media refers to the list of all the posts that either a user posted themselves, or else everything posted by the people that the user follows/likes etc (arranged in time order – hence the name).



Traffic in online advertising is a catch-all term for visitors to a site (the online equivalent of “foot-traffic” for a physical shop). It is mostly used interchangeably with inventory.



Trafficking in online advertising is the process of uploading, troubleshooting, managing, optimising and reporting on advertising campaigns.



The process of testing for, finding and fixing problems (such as broken ads, websites or reports).



A Tweet is a post on Twitter. They are limited to 140 characters, with the intention being that posts are concise. A link posted within a Tweet always takes up 23 characters, and an image attached to a Tweet take up 24 characters. Tweets often include hashtags as a way of categorising them.



A Social Media platform on which users can tweet (post) as often as they like, but only 140 characters at a time. It has become a high speed opinion mill which can be used to guage public opinion in real time.


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