Display Advertising Glossary


Do you know the difference between a Pop-Up and a Pop-Under? How about Pre-Roll and a Post-Roll? ATF and BTF ringing any bells? Find out all the jargon used in display advertising by searching through our Display Advertising Glossary.

The glossary is being updated all the time. If you think there is anything missing, please get in touch to let us know at justin@theonlineadvertisingguide.com

Please note: The below contains acronyms, abbreviations, synonyms, and terms related to display advertising.

If you’re looking for something specific, we recommend you use the search box.

 

AJAX progress indicator
  • 3rd Party Cookies
    Commonly used for analytics and conversion tracking, these are cookies that are not created by...   Learn More >
  • 120x600
    What is a 120x600? The 120x600 ad unit is a now-defunct IAB standard ad unit historically...   Learn More >
  • 120x60
    What is a 120x60? The 120x60 ad unit is an IAB standard ad unit with dimensions of 120 pixels...   Learn More >
  • 125x125
    What is a 125x125? The 125x125 ad unit is a now-defunct IAB standard ad unit with the...   Learn More >
  • 160x600
    What is a 160x600? The 160x600 ad size is an IAB standard ad unit with dimensions of 160 pixels...   Learn More >
  • 300x600
    What is a 300x600? The 300x600 ad unit is an IAB standard ad unit with dimensions of 300 pixels...   Learn More >
  • 300x250
    An MPU is a display ad unit that is 300 pixels wide by 250 pixels tall. It is commonly called a...   Learn More >
  • 300x50
    What is a 300x50? The 300x50 ad unit is an IAB Mobile standard ad unit with the dimensions of...   Learn More >
  • 320x50
    What is a 320x50? The 320x50 ad unit is an IAB Mobile standard ad unit with the dimensions of...   Learn More >
  • 320x100
    What is a 320x100? The 320x100 ad unit is a top-performing AdSense ad size, which is...   Learn More >
  • 320x480
    What is a 320x480? The 320x480 ad unit is a mobile ad with dimensions of 320 pixels wide by 480...   Learn More >
  • 336x280
    What is a 336x280? The 336x280 is an ad unit that has been delisted by the IAB. It...   Learn More >
  • 468x60
    What is a 468x60? The 468x60 ad unit is a now-defunct IAB standard ad unit with the dimensions...   Learn More >
  • 728x90
    A leaderboard is a display ad unit that is 728 pixels wide by 90 pixels tall. It is commonly...   Learn More >
  • 970x250
    What is a Billboard? The 970x250 is an ad unit which was listed as a Rising Star by the IAB. It...   Learn More >
  • 970x90
    What is a Super Leaderboard? The 970x90 is an ad unit that is one of the IABs new ad portfolio...   Learn More >
  • ABM
    Account-Based Marketing (ABM) is a highly-tailored marketing strategy that targets a specific...   Learn More >
  • Accelerated Delivery
    In ad platforms, this is an option to specify that ads should be delivered as soon as possible....   Learn More >
  • Acceptable Ads
    Acceptable Ads is a set of criteria for placing ads on a website. It was created by the parent...   Learn More >
  • Account-Based Marketing
    Account-Based Marketing (ABM) is a highly-tailored marketing strategy that targets a specific...   Learn More >
  • Acquisition
    In online advertising, an acquisition means a purchase. It is most commonly used as the A in CPA...   Learn More >
  • Ad Agency
    What is an Ad Agency? An Ad Agency is a company that handles other companies marketing work,...   Learn More >
  • Ad Call
    What does Ad Call / Ad Request mean? An Ad Call or Ad Request is when one computer requests an...   Learn More >
  • Ad Campaign
    An Ad Campaign refers to a set ads which are designed to run together.
  • Ad Impression
    What is an Ad Impression? An ad impression is one successful ad call - one ad loading on a...   Learn More >
  • Ad Network
    A company that sells advertising space for many websites.
  • Ad Platform
    An Ad Platform is a generic term meaning the product a company uses to serve advertising....   Learn More >
  • Ad Pricing Model
    An ad pricing model is the way in which an advertiser pays for advertising, such as on a CPM,...   Learn More >
  • Ad Slot
    The space on a webpage where an ad loads. The dimensions are specified as horizontal and then...   Learn More >
  • Ad Space
    A space on a website that is reserved for advertising.
  • Ad Tag
    An Ad Tag is the piece of code an advertiser gives to a website instead of the actual ads they...   Learn More >
  • Ad Unit
    An Ad Unit is the generic term used when talking about a single type of ad.
  • Adobe Flash
    Adobe Flash was an animation program that was commonly used for advertising. It was finally...   Learn More >
  • Advertise
    To advertise is the process of drawing attention to a something (such as a product, service or...   Learn More >
  • Advertiser
    An advertiser is a person or company who pays for any form of advertising.
  • Advertising Rate
    Before you can work out how much money your site will make, you have to understand the different...   Learn More >
  • Advertising-Based Video on Demand
    AVOD stands for Advertising-Based Video on Demand (I don't know why the B disappeared). It...   Learn More >
  • Amazon
    The largest online retailer in the world. Amazon started out selling books and now sells pretty...   Learn More >
  • Analytics
    The measurable statistics of a website or an ad campaign (such as impressions). Typically...   Learn More >
  • Analytics Platform
    A provider of website analytics such as Google Analytics.
  • Anchor Ad
    An Anchor Ad is a type of overlay ad which stays at the bottom of a webpage regardless of...   Learn More >
  • Aspect Ratio
    A way of expressing the relative measurements of a rectangle, often used for video or display...   Learn More >
  • Auction
    An auction in digital marketing refers to the process of how an advertising platform decides...   Learn More >
  • AVOD
    AVOD stands for Advertising-Based Video on Demand (I don't know why the B disappeared). It...   Learn More >
  • Backup Ad
    A Backup Ad is an ad that serves when an Ad Tag fails to call the intended ad. These can be...   Learn More >
  • Backup Gif
    A Backup Gif is the Gif version of an ad that is provided alongside a more complicated version...   Learn More >
  • Banner
    What is a 468x60? The 468x60 ad unit is a now-defunct IAB standard ad unit with the dimensions...   Learn More >
  • Banner Ads
    'Banner Ads' is the generic term used to describe image-based online ads such as 160x600s,...   Learn More >
  • Banner Blindness
    Banner Blindness refers to the idea that most people don't even notice display ads...   Learn More >
  • Behavioural Segmentation
    Behavioural Segmentation is the process of splitting people by their activity (or lack of...   Learn More >
  • Billboard
    What is a Billboard? The 970x250 is an ad unit which was listed as a Rising Star by the IAB. It...   Learn More >
  • Brand Advertising
    Brand Advertising is when advertisers pay to improve the value of their brand. This can be...   Learn More >
  • Brand Campaign
    A Brand Campaign is an Ad Campaign where the focus is increasing the value of a brand. For...   Learn More >
  • Brand Spend
    A Brand Spend is an advertising campaign designed to increase the value of a brand (as opposed...   Learn More >
  • Broken Ad Call
    A broken ad call is when an ad tag fails to retrieve an ad, and so nothing is shown on screen.
  • Button
    Button historically referred to the ad sizes 120x60 or 125x125, however is usually used now to...   Learn More >
  • Cache-Busting
    Cache-busting in online advertising is the process of stopping an ad from being stored on a...   Learn More >
  • Click
    What is a Click? When it comes to online advertising, a click refers to a user clicking on an...   Learn More >
  • Click-Through Rate
    What does CTR mean? CTR stands for Click-Through Rate. It is the percentage of clicks on a link...   Learn More >
  • Client Side Ad Insertion
    CSAI is when a streaming device (such as a smart TV, gaming console, or streaming USB stick)...   Learn More >
  • Companion Ad
    Companion Ads are two or more ads that are delivered together. Due to the way these work,...   Learn More >
  • Connected TV
    Any time video is streamed to a big screen (eg a smart TV). This term is useful in...   Learn More >
  • Contextual Advertising
    Contextual advertising is advertising that targets the content of the page it is displayed on....   Learn More >
  • Conversion
    What is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
  • Conversion Pixel
    A conversion pixel is a 3rd party piece of code placed on a website that allows an advertiser or...   Learn More >
  • Conversion Rate
    The Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • Converted
    In online advertising, a converted user is someone who has seen or clicked on an ad and...   Learn More >
  • Cookie Policy
    A policy that explains which cookies are dropped by a website, and what they are being used for....   Learn More >
  • Cost
    Cost is a catch-all term in online advertising that refers to budget or payment. It is used...   Learn More >
  • Cost Per Acquisition
    What does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
  • Cost Per Click
    What does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
  • Cost Per Completed View
    Cost Per Completed View. This is a metric used for video advertising. It is not that common as...   Learn More >
  • Cost Per Day
    What does CPD mean? The CPD price is the amount that gets paid for every day that an ad is on a...   Learn More >
  • Cost Per Engagement
    What does CPE mean? CPE stands for Cost Per Engagement. The CPE price is the price that gets...   Learn More >
  • Cost Per Expansion
    Cost Per Expansion is a type of advertising rate. It is a specific type of CPE campaign...   Learn More >
  • Cost Per Install
    What does CPI mean? The CPI price is the amount paid per installation of an app on a...   Learn More >
  • Cost Per Land
    Cost Per Land is a type of advertising rate. It is basically the same as Cost Per Click. It...   Learn More >
  • Cost Per Lead
    What does CPL mean? The CPL price means that every time the advertiser gets a lead (a potential...   Learn More >
  • Cost Per Thousand
    What does CPM mean? CPM is an ad pricing model used to buy advertising space, most commonly for...   Learn More >
  • Cost Per View
    What does Cost Per View mean? CPV means the price that gets paid when a video ad is played. In...   Learn More >
  • Cost Per Viewable Thousand
    What Does CPvM Mean? Also known as vCPM and CPMv. CPvM advertising is where the CPvM price is...   Learn More >
  • CPA
    What does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
  • CPC
    What does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
  • CPCV
    Cost Per Completed View. This is a metric used for video advertising. It is not that common as...   Learn More >
  • CPD
    What does CPD mean? The CPD price is the amount that gets paid for every day that an ad is on a...   Learn More >
  • CPE
    What does CPE mean? CPE stands for Cost Per Engagement. The CPE price is the price that gets...   Learn More >
  • CPI
    What does CPI mean? The CPI price is the amount paid per installation of an app on a...   Learn More >
  • CPL
    What does CPL mean? The CPL price means that every time the advertiser gets a lead (a potential...   Learn More >
  • CPM
    What does CPM mean? CPM is an ad pricing model used to buy advertising space, most commonly for...   Learn More >
  • CPV
    What does Cost Per View mean? CPV means the price that gets paid when a video ad is played. In...   Learn More >
  • CPvM
    What Does CPvM Mean? Also known as vCPM and CPMv. CPvM advertising is where the CPvM price is...   Learn More >
  • CR
    The Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • Creative Agency
    A Creative Agency is a company that creates advertising on behalf of other companies. They...   Learn More >
  • Cross-Device Conversion
    A way of measuring when someone visits a website on one device, but then only completes a...   Learn More >
  • CSAI
    CSAI is when a streaming device (such as a smart TV, gaming console, or streaming USB stick)...   Learn More >
  • CTR
    What does CTR mean? CTR stands for Click-Through Rate. It is the percentage of clicks on a link...   Learn More >
  • CTV
    Any time video is streamed to a big screen (eg a smart TV). This term is useful in...   Learn More >
  • Daisy-Chaining
    Daisy-Chaining in online advertising is the process of passing ad calls from one Ad Network to...   Learn More >
  • Dart For Publishers
    DFP stands for DART for Publishers and was Google's Ad Server. There was a version for large ad...   Learn More >
  • Dayparting
    Dayparting refers to optimising by the hour of the day (splitting a day into parts).
  • Default Ad
    A Default Ad is an ad that shows when no other ad is available from an ad server due to...   Learn More >
  • Demand Side Platform
    A DSP (or Demand Side Platform) is a type of RTB Ad Network in which Ad Agencies input how much...   Learn More >
  • Demographic Segmentation
    Demographic Segmentation refers to splitting up an audience by their demographics. This is...   Learn More >
  • Demographics
    Demographics are factors such as age, race, gender, sex, location which are often used to break...   Learn More >
  • Device Targeting
    Device targeting is the process of making ads deliver on a specific type of computer - be it...   Learn More >
  • DFP
    DFP stands for DART for Publishers and was Google's Ad Server. There was a version for large ad...   Learn More >
  • Discrepancy
    Discrepancy Definition Discrepancy means an unexpected (or unexplainable) difference between...   Learn More >
  • Display Advertising
    The generic term used to describe image-based online advertising such as the use of 160x600s,...   Learn More >
  • Dogfooding
    A phrase referring to the idea of Dog Food makers should test their own dog food (presumably on...   Learn More >
  • Downweight
    Downweight is a term used when optimising ads. It means reducing the appearance of an ad on...   Learn More >
  • DSP
    A DSP (or Demand Side Platform) is a type of RTB Ad Network in which Ad Agencies input how much...   Learn More >
  • Earnings Per Thousand Visitors
    Earnings Per Thousand Visitors. A metric that captures the value of each visit to a site, rather...   Learn More >
  • eCommerce
    eCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
  • eCommerce Conversion
    An online sale. A subset of conversion in general, which don't have to be sales or money related...   Learn More >
  • eCommerce Conversion Rate
    The conversion rate of online sales (as opposed to other types of conversions).
  • eCPM
    eCPM is like the cost per kilo of online advertising pricing. It is effectively what you would...   Learn More >
  • Effective Cost Per Thousand
    eCPM is like the cost per kilo of online advertising pricing. It is effectively what you would...   Learn More >
  • Engagement
    An Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
  • Engagement Rate
    Engagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
  • Enhanced Tracking Protection
    The way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • EPMV
    Earnings Per Thousand Visitors. A metric that captures the value of each visit to a site, rather...   Learn More >
  • ER
    Engagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
  • ETP
    The way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • Even Delivery
    In ad platforms, this is an option to specify that ads should be delivered evenly as possible...   Learn More >
  • Expandable Ad
    An expandable ad in online advertising refers to any ad unit which becomes larger upon some sort...   Learn More >
  • FC
    What is a Frequency Cap? A frequency cap is a limit to the number of times each user sees an...   Learn More >
  • Fear Of Missing Out
    An acronym that stands for Fear Of Missing Out, which refers to the idea that people always...   Learn More >
  • Federated Learning of Cohorts
    FLoC was a way of tracking people for advertising purposes (both targeting and conversion...   Learn More >
  • Fill Rate
    What does Fill Rate mean? Fill Rate means the number of ad impressions that actually deliver...   Learn More >
  • Flash Ad
    An ad made using Adobe Flash which is usually animated and can be interactive. These types of...   Learn More >
  • FLoC
    FLoC was a way of tracking people for advertising purposes (both targeting and conversion...   Learn More >
  • FOMO
    An acronym that stands for Fear Of Missing Out, which refers to the idea that people always...   Learn More >
  • Frequency
    What does Frequency mean? In online advertising, frequency refers to how often an ad appears to...   Learn More >
  • Frequency Cap
    What is a Frequency Cap? A frequency cap is a limit to the number of times each user sees an...   Learn More >
  • GA
    Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • GAM
    Google Ad Manager is Google's ad serving platform. Through GAM websites can add different ad...   Learn More >
  • Geo-Targeting
    In Digital Marketing, Geo-Targeting means aiming content (an ad, webpage etc) at a particular...   Learn More >
  • Gif
    A type of image file, which can be animated. Gif is an acronym that stands for graphic...   Learn More >
  • Google Ad Manager
    Google Ad Manager is Google's ad serving platform. Through GAM websites can add different ad...   Learn More >
  • Google Ads
    Formerly known as Google AdWords (the name changed in 2018). Google Ads is one of the largest...   Learn More >
  • Google Analytics
    Google Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
  • Google Tag Manager
    Google Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >
  • Graphic Interchange Format
    A type of image file, which can be animated. Gif is an acronym that stands for graphic...   Learn More >
  • Growth Engine
    The mechanism that makes a startup grow in a sustainable fashion. This can often mean a...   Learn More >
  • GTM
    Google Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >
  • Guaranteed Inventory
    Guaranteed inventory refers to ad buys where a specified amount of inventory is offered. The...   Learn More >
  • Header Bidding
    A type of real-time bidding where publishers offer each ad impression to multiple ad exchanges...   Learn More >
  • Horizontal Ad Unit
    An ad unit that is wider than it is tall. It is useful to group ad units in this way for...   Learn More >
  • House Ad
    A House Ad is an ad that advertised your products or services on your site. They are generally...   Learn More >
  • IAB
    IAB stands for the Interactive Advertising Bureau (or Internet Advertising Bureau in the UK)....   Learn More >
  • Identifier for Advertisers
    Apple's way of allowing advertisers to transmit data to third parties of users who opt-in.
  • IDFA
    Apple's way of allowing advertisers to transmit data to third parties of users who opt-in.
  • Impression
    What does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
  • Insertion Order
    An IO is an Insertion Order which in online advertising is the contract that provides the...   Learn More >
  • Internet Advertising Bureau
    IAB stands for the Interactive Advertising Bureau (or Internet Advertising Bureau in the UK)....   Learn More >
  • Interstitial
    Interstitial essentially means "between" and are the ads which appear before or between webpages...   Learn More >
  • Inventory
    The total amount of ad impressions a publisher or network has - this is usually expressed as a...   Learn More >
  • Inventory Forecasting
    The act of predicting how many ad impressions will be available in the future. Like all...   Learn More >
  • IO
    An IO is an Insertion Order which in online advertising is the contract that provides the...   Learn More >
  • iOS14
    An operating system from Apple which included many updates around privacy. For digital...   Learn More >
  • Joint Photographic Experts Group
    jpg is the file extension abbreviation of a JPEG image file. JPEG stands for Joint Photographic...   Learn More >
  • jpg
    jpg is the file extension abbreviation of a JPEG image file. JPEG stands for Joint Photographic...   Learn More >
  • K-Weight
    In Digital Marketing, K-Weight refers to the size of an ad or piece of content in kB...   Learn More >
  • Keyword Targeting
    Keyword targeting is the process of targeting marketing activities at specific sets of useful...   Learn More >
  • KISS
    An acronym standing for Keep It Simple Stupid. KISS is a sort of pseudo-ethos that advocates for...   Learn More >
  • Landing Page
    The page where a person enters a website (ie the page they "land on"). In online advertising,...   Learn More >
  • Last Click
    Sometimes referred to as Last Touch, this is the most common type of attribution for conversions...   Learn More >
  • Lazy Loading
    In display advertising, lazy loading refers to not loading an ad until it is set to appear on a...   Learn More >
  • Lead
    A potential customer, or a way to get in touch with a potential customer (eg email address,...   Learn More >
  • Lead Generation
    Lead generation (or Lead Gen) is the gathering of potential customers' contact information and...   Learn More >
  • Leaderboard
    A leaderboard is a display ad unit that is 728 pixels wide by 90 pixels tall. It is commonly...   Learn More >
  • LREC
    What is a 336x280? The 336x280 is an ad unit that has been delisted by the IAB. It...   Learn More >
  • Make Good
    A make good (or MG) is when a website/ad network under-delivers on an ad campaign, so provides...   Learn More >
  • MCM
    Multiple Customer Management is the way in which ad networks can manage the Google Ad Exchange...   Learn More >
  • Media Kit
    A pack of materials about an organisation. This can either be a pack of prices and options for...   Learn More >
  • Metrics
    Metrics are measurable statistics that are used in digital marketing to improve performance such...   Learn More >
  • MG
    A make good (or MG) is when a website/ad network under-delivers on an ad campaign, so provides...   Learn More >
  • Minimum CPM
    The minimum CPM amount you will accept for ad impressions - often an option in ad network UIs,...   Learn More >
  • Minimum Guarantee
    A minimum guarantee, or MG, is an amount an ad network contractually agrees to pay a publisher...   Learn More >
  • Monster MPU
    What is a 300x600? The 300x600 ad unit is an IAB standard ad unit with dimensions of 300 pixels...   Learn More >
  • Monumetric
    An ad network for WordPress sites that uses ad rotation technology. They only take sites over a...   Learn More >
  • MPU
    An MPU is a display ad unit that is 300 pixels wide by 250 pixels tall. It is commonly called a...   Learn More >
  • Multi-Size Ad Slot
    An ad slot that can load more than one size of advert within it.
  • Multi-Touch Attribution
    Sometimes referred to as multi-channel attribution, this is a way of attributing conversions...   Learn More >
  • Multiple Customer Management
    Multiple Customer Management is the way in which ad networks can manage the Google Ad Exchange...   Learn More >
  • Net 60 Terms
    A common payment condition in online advertising, Net 60 means that you will only be paid 60...   Learn More >
  • Niche
    A specific or specialised interest or section of the population. Websites are often spoken about...   Learn More >
  • Non-Guaranteed Inventory
    Non-Guaranteed Inventory is the term used when an unspecified amount of inventory is purchased....   Learn More >
  • Non-Standard Ad Unit
    In the Preparing Your Site section we told you to stick with IAB standard ads. This was because...   Learn More >
  • Operating System
    An acronym for Operating System. It can be useful to target different ads to different operating...   Learn More >
  • Optimising
    What does optimising mean? Optimising means making changes to improve performance. It is a...   Learn More >
  • OS
    An acronym for Operating System. It can be useful to target different ads to different operating...   Learn More >
  • Outbound Marketing
    Outbound marketing means marketing activities where you go out and try and find customers. For...   Learn More >
  • Overlay
    What is an Overlay (or Floater)? An Overlay (or Floater as they are known in the US) is an IAB...   Learn More >
  • PA
    A type of advertising where an algorithm is used to decide which ads are placed in which...   Learn More >
  • Page CTR
    The percentage of clicks all ads on a page received (Page CTR can also be used to measure link...   Learn More >
  • Paid Media
    Paid Media refers to any advertising you have to pay for. This includes PPC or Display Ads,...   Learn More >
  • Performance Advertising
    Performance advertising focuses on, unsurprisingly, the performance of a campaign - in terms of...   Learn More >
  • Performance Buy
    A performance buy is an ad buy for performance advertising purposes.
  • Performance Campaign
    A Performance Campaign is an advertising campaign that focuses on, unsurprisingly, the...   Learn More >
  • Performance Network
    A Performance Network focuses on providing masses of inventory (sometimes anonymously) with the...   Learn More >
  • Performance Spend
    A Performance Spend is an advertising campaign that focuses on, unsurprisingly, the performance...   Learn More >
  • Pixel
    A pixel is what makes up the images displayed on your computer. They are minute dots of colour,...   Learn More >
  • Placement
    Placement is a generic term meaning some combination of an ad and the place it is served. It can...   Learn More >
  • Platform
    A platform is a generic term that means a computer/server which does something. An Ad Platform...   Learn More >
  • Polite Loading
    Polite Loading is a common requisite made by websites for ads on their site meaning that ads are...   Learn More >
  • Pop-Blocker
    A pop-blocker is an add-on or plugin for a browser that prevents new windows from being opened...   Learn More >
  • Pop-Up
    What is a Pop-Up (or Pop-Under)? A pop-up ad comprises of a webpage that opens up in a new...   Learn More >
  • Post-Click Conversion
    A Post-Click Conversion, or PC Conversion is when a user converts after a click. This click can...   Learn More >
  • Post-Click Window
    The Post Click Window, or PC Window, is the amount of time after a user has clicked on an ad and...   Learn More >
  • Post-Impression Conversion
    A Post-Impression Conversion or PI Conversion is when a user buys a product after seeing an...   Learn More >
  • Post-Impression Window
    The Post Impression Window, or PI Window, is the amount of time after a user has viewed an ad...   Learn More >
  • Pre-Game
    Pre-game ads are usually a type of video (although occasionally an MPU) ad that comes up before...   Learn More >
  • Pre-Roll
    What Is A Pre-Roll? Pre-Roll is commonly used to refer to any type of video advertising. It is...   Learn More >
  • Priority
    Priority in online advertising is a setting in ad servers that is used to decide which ad gets...   Learn More >
  • Programmatic
    A type of advertising where an algorithm is used to decide which ads are placed in which...   Learn More >
  • Programmatic Guaranteed
    A way of block buying and selling ad space within a programmatic platform. This allows you to...   Learn More >
  • PSA
    In digital marketing, PSA stands for Public Service Ad, which is an ad for a charity or other...   Learn More >
  • Public Service Ad
    In digital marketing, PSA stands for Public Service Ad, which is an ad for a charity or other...   Learn More >
  • Publisher Ad Tag
    A publisher ad tag is a piece of code that publishers put directly on their site to call ad...   Learn More >
  • Push Down
    A Push Down is a special type of display ad that pushes the content of a webpage downwards. It...   Learn More >
  • Reach
    Reach is a metric (most commonly used in social media) referring to the number of users who saw...   Learn More >
  • Real Time Bidding
    RTB stands for Real-Time Bidding. It's a system where publishers set the minimum CPM they...   Learn More >
  • Real Time Bidding Platform
    RTB Platform is short for Real-Time Bidding Platform and is a type of company that uses...   Learn More >
  • Remnant Inventory
    Remnant Inventory is the unsold inventory after Brand or Performance networks have been exhausted.
  • Remnant Network
    A type of Ad Network which is used to monetize inventory that remains unsold. These types of...   Learn More >
  • Reskin
    What is a Reskin? A reskin is a branded image that replaces the background of a website. It...   Learn More >
  • Responsive Ad Unit
    A responsive ad unit changes size to fit the space it is given. This is especially useful when a...   Learn More >
  • Return On Ad Spend
    What is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
  • Return On Investment
    What is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
  • Revenue
    The total amount of money taken in by a person or company, before any expenses (such as taxes...   Learn More >
  • Revenue Per Thousand
    What does RPM mean? In digital marketing, the RPM price means that every time something...   Learn More >
  • Revenue Share
    When using an Ad Network, the income from advertising will be split between the Ad Network and...   Learn More >
  • RFP
    An acronym standing for Request For Proposal. This is what is put out when an organisation is...   Learn More >
  • Rich Media
    Rich Media just means ads that are more than just simple images, or animated gifs. Occasionally...   Learn More >
  • Rich Media Vendor
    The server from which the ad gets send to the ad server.
  • RM
    Rich Media just means ads that are more than just simple images, or animated gifs. Occasionally...   Learn More >
  • Roadblock Ad
    This is where all ads on a page are sold together to one advertiser. The ads must deliver...   Learn More >
  • ROAS
    What is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
  • RoC
    RoC is short for Run of Channel, which means when a set of ads are booked to run anywhere within...   Learn More >
  • ROI
    What is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
  • RoN
    RoN is short for Run of Network, and means when a set of ads are booked with an Advertising...   Learn More >
  • RoS
    RoS is short for Run of Site and means when a set of ads are booked to run anywhere on a site.
  • RPM
    What does RPM mean? In digital marketing, the RPM price means that every time something...   Learn More >
  • RTB
    RTB stands for Real-Time Bidding. It's a system where publishers set the minimum CPM they...   Learn More >
  • RTB Platform
    RTB Platform is short for Real-Time Bidding Platform and is a type of company that uses...   Learn More >
  • Run of Channel
    RoC is short for Run of Channel, which means when a set of ads are booked to run anywhere within...   Learn More >
  • Run of Network
    RoN is short for Run of Network, and means when a set of ads are booked with an Advertising...   Learn More >
  • Run of Site
    RoS is short for Run of Site and means when a set of ads are booked to run anywhere on a site.
  • SaaS
    A business model where users are charged a subscription fee for using software as opposed to a...   Learn More >
  • Segmentation
    Segmentation can take place in any form of digital marketing, and simply involves breaking...   Learn More >
  • Sentiment
    A feeling of opinion on something. Sentiment analysis is often used wherever there are comments...   Learn More >
  • Skippable
    Skippable in online advertising refers to ads (usually video ads) that do not have to be watched...   Learn More >
  • Skyscraper
    What is a 160x600? The 160x600 ad size is an IAB standard ad unit with dimensions of 160 pixels...   Learn More >
  • Software as a Service
    A business model where users are charged a subscription fee for using software as opposed to a...   Learn More >
  • Split Testing
    A way of testing whether one thing is better than another. For example, you could split test two...   Learn More >
  • SSP
    SSP stands for Supply Side Platform and is a type of RTB Ad Network in which publishers place...   Learn More >
  • Standard Ad Unit
    The Online Advertising Guide recommends you use IAB standard ads, as it makes the whole ad...   Learn More >
  • Supply Side Platform
    SSP stands for Supply Side Platform and is a type of RTB Ad Network in which publishers place...   Learn More >
  • SWOT
    An acronym standing for Strengths, Weaknesses, Opportunities, Threats. SWOT is used to start...   Learn More >
  • TCF
    The Transparency & Consent Framework is an industry-standard that attempts to make programmatic...   Learn More >
  • Third-Party Ad Server
    A third-party ad server is a company that hosts ads on behalf of advertisers and manages the...   Learn More >
  • Third-Party Cookies
    Cookies that are dropped onto a person's computer when visiting a website that are not from the...   Learn More >
  • Tracking Links
    A hyperlink that is designed to be easily trackable, often by adding UTM parameters, or else by...   Learn More >
  • Traffic
    Traffic in online advertising is a catch-all term for visitors to a site (the online equivalent...   Learn More >
  • Trafficking
    Trafficking in online advertising is the process of uploading, troubleshooting, managing,...   Learn More >
  • Transparency & Consent Framework
    The Transparency & Consent Framework is an industry-standard that attempts to make programmatic...   Learn More >
  • Troubleshooting
    The process of systematically testing for, finding and fixing problems (such as broken ads,...   Learn More >
  • Underdelivery
    When an ad campaign does not fulfil the specified amount of impressions/clicks/conversions etc.
  • Uniform Resource Locator
    The web address of a website or webpage. For example, the address of this website is...   Learn More >
  • Unique Selling Point
    An acronym standing for Unique Selling Point. This is a concept based around how a...   Learn More >
  • Unmoderated
    Moderation is the act of reviewing comments or forum posts to ensure they don't breach rules set...   Learn More >
  • Unoptimised
    If something is unoptimized, it has not had any efforts put in to improve its performance.
  • Upweight
    An Upweight in online advertising is a term to do with optimising ad campaigns. It means when a...   Learn More >
  • Urchin Tracking Module
    UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • URL
    The web address of a website or webpage. For example, the address of this website is...   Learn More >
  • USP
    An acronym standing for Unique Selling Point. This is a concept based around how a...   Learn More >
  • UTM
    UTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
  • Value Add
    Value Add refers to the actual impressions given as free to an advertiser.
  • Value For Money
    What Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
  • Vertical Unit
    A Vertical Unit is an informal way of talking about any ad size which is taller than it is wide...   Learn More >
  • VfM
    What Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
  • VI
    What is a Viewable Impression? A Viewable Impression (or VI) means an ad impression that...   Learn More >
  • Video Advertising
    A video ad is an ad using a video to advertise a product or service. They are generally much...   Learn More >
  • Video MPU
    A Video MPU is an MPU ad that contains a video in it.   7 Ideas & Facts About Video MPUs ...   Learn More >
  • Video Network
    A Video Network is a platform which delivers Videos. This can also be applied to a platform...   Learn More >
  • View-Through
    View-Through refers to seeing an ad all the way through. It originally only referred to video...   Learn More >
  • View-Through Conversion
    A View-Through Conversion is another way of describing a post-impression conversion - a...   Learn More >
  • View-Through Conversion Rate
    View-Through Conversion Rate is the percentage of people who saw an ad all the way through (but...   Learn More >
  • View-Through Rate
    What does View-Through Rate mean? The View-Through Rate (or VTR) of an ad is the percentage of...   Learn More >
  • Viewability
    Viewability in online advertising is the measure of whether an ad has been seen or not, and...   Learn More >
  • Viewability Rate
    What is a Viewability Rate? Viewability Rate is the percentage of ads that are actually seen by...   Learn More >
  • Viewable Impression
    What is a Viewable Impression? A Viewable Impression (or VI) means an ad impression that...   Learn More >
  • VR
    What is a Viewability Rate? Viewability Rate is the percentage of ads that are actually seen by...   Learn More >
  • VTR
    What does View-Through Rate mean? The View-Through Rate (or VTR) of an ad is the percentage of...   Learn More >
  • Waterfall
    The order in which the Ad Networks are used is often referred to as "The Waterfall" as in "that...   Learn More >
  • Z-Index
    The Z-Index is a CSS property that defines the order in which items on a webpage are shown - if...   Learn More >

 

Back: Display Advertising Guide