Glossary: U is for…


Welcome to our glossary of online advertising terms!

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

 


UGC

UGC (or User Generated Content) means any content generated by the users of a site as opposed to the Publishers. For example, all the posts on a Social Network are UGC, as are all the comments on any website. UGC is often sought after by marketers as it implies a strongly engaged user base.

 


UI

UI stands for User Interface and just means the webpage you can login to edit your settings for a web program such as an Ad Server or RTB platform.

 


Underdelivery

When an ad does not fulfil the booked amount of impressions/clicks/conversions etc on an IO.

 


Unique User

A person using a computer. Different to a User in that the term “Unique Users” only includes each person once regardless of how many times they logged on. The term User on the other hand can include the same person many times (once each time they log on). Ad Agencies only really care about Unique Users, as opposed to Users.

 


Unmonetized

If something is Unmonetized that means that it has not been set up so that money is earned from it. For example a webpage with no ads or any other ways of making money is unmonetized.

 


Unoptimised

If something is unoptimized, it has not had any efforts put in to improve its performance.

 


Unqualified Lead

An Unqualified Lead is one which has been gathered, but no further testing has been done to ensure that it is a viable for the purpose it was intended. For example leaving a sign-up sheet for “more information” on a site will gather Unqualified Leads, as although the sign-ups are interested, they may not actually be able to do whatever they signed up for (such as afford the car on sale).

 


Unskippable

Unskippable in online advertising refers to ads (usually video ads) which have to be watched by a user before they can proceed to the content they were looking for. They are called unskippable, as most ads like this can be skipped so are notable in this way.

 


Upweight

An Upweight in online advertising is a term to do with optimising Ad Campaigns. It means when a placement is performing well, that further impressions are moved to that placement to improve the overall performance of the campaign. Creating an upweight would usually involve making a new Ad Line which is only targeted to the successful placements.

 


URL

The web address of a website or webpage. For example the address of this website is http://theonlineadvertisingguide.com. URL stands for Uniform Resource Locator.

 


User

A person using a computer. Different to a Unique User in that the metric “User” means each time a person logged on to a website, regardless if they have logged in previously (so the same person can be recorded multiple times). It is often used to mean Unique User, however this should always be clarified.

 


User Base

A User Base is a group of users who frequently use a site, as opposed to visiting just one time.

 


User Experience

A websites “User Experience” refers to how easy and pleasing it is for a person to use that website.

 


User Experience Testing

User Experience Testing is the process of making sure that users have the best experience possible on a website, by searching for flaws on the site (often using a large group of every day users of the site).

 


User Generated Content

User Generated Content (or UGC) means any content generated by the users of a site as opposed to the Publishers. For example, all the posts on a Social Network are UGC, as are all the comments on any website. UGC is often sought after by marketers as it implies a strongly engaged User Base.

 


User Interaction

A User Interaction is often what advertisers are interested in gaining from their adverts. What counts as an interaction can vary from advert to advert, but generally include things like clicking on an ad, pressing play/pause/mute/unmute/replay on video ads, or rolling over/clicking to expand on expanding ads. Also known as engagements.

 


User Interface

User Interface (or UI) just means the webpage you can log in to edit your settings for a web program such as an Ad Server or RTB platform.

 


User Journey

User Journey means the pages a user will pass through on a site. It can be used to evaluate a specific goal, ie “Let’s improve the User Journey leading to the sales page”.

 


UX

UX is an abbreviation for User Experience, but generally is used to mean User Experience Testing – finding and fixing the flaws in a website in terms of how pleasing it is to use.

 



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