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.

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• 3

• 3rd Party CookiesCommonly used for analytics and conversion tracking, these are cookies that are not created by...   Learn More >

• 1

• 120x60What is a 120x60? The 120x60 ad unit is an IAB standard ad unit with dimensions of 120 pixels...   Learn More >
• 120x600What is a 120x600? The 120x600 ad unit is a now-defunct IAB standard ad unit historically...   Learn More >
• 125x125What is a 125x125? The 125x125 ad unit is a now-defunct IAB standard ad unit with the...   Learn More >
• 160x600What is a 160x600? The 160x600 ad size is an IAB standard ad unit with dimensions of 160 pixels...   Learn More >

• 3

• 300x50What is a 300x50? The 300x50 ad unit is an IAB Mobile standard ad unit with the dimensions of...   Learn More >
• 300x250An MPU is a display ad unit that is 300 pixels wide by 250 pixels tall. It is commonly called a...   Learn More >
• 300x600What is a 300x600? The 300x600 ad unit is an IAB standard ad unit with dimensions of 300 pixels...   Learn More >
• 320x50What is a 320x50? The 320x50 ad unit is an IAB Mobile standard ad unit with the dimensions of...   Learn More >
• 320x100What is a 320x100? The 320x100 ad unit is a top-performing AdSense ad size, which is...   Learn More >
• 320x480What is a 320x480? The 320x480 ad unit is a mobile ad with dimensions of 320 pixels wide by 480...   Learn More >
• 336x280What is a 336x280? The 336x280 is an ad unit that has been delisted by the IAB. It...   Learn More >

• 4

• 468x60What is a 468x60? The 468x60 ad unit is a now-defunct IAB standard ad unit with the dimensions...   Learn More >

• 7

• 728x90A leaderboard is a display ad unit that is 728 pixels wide by 90 pixels tall. It is commonly...   Learn More >

• 9

• 970x90What is a Super Leaderboard? The 970x90 is an ad unit that is one of the IABs new ad portfolio...   Learn More >
• 970x250What is a Billboard? The 970x250 is an ad unit which was listed as a Rising Star by the IAB. It...   Learn More >

• a

• ABMAccount-Based Marketing (ABM) is a highly-tailored marketing strategy that targets a specific...   Learn More >
• Accelerated DeliveryIn ad platforms, this is an option to specify that ads should be delivered as soon as possible....   Learn More >
• Acceptable AdsAcceptable Ads is a set of criteria for placing ads on a website. It was created by the parent...   Learn More >
• Account-Based MarketingAccount-Based Marketing (ABM) is a highly-tailored marketing strategy that targets a specific...   Learn More >
• AcquisitionIn online advertising, an acquisition means a purchase. It is most commonly used as the A in CPA...   Learn More >
• Active ViewActive View is how Google AdSense measures Viewable Impressions. An Active View Viewable...   Learn More >
• Ad AgencyWhat is an Ad Agency? An Ad Agency is a company that handles other companies marketing work,...   Learn More >
• Ad CallWhat 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.
• AdChoicesAdChoices is an advertising industry initiative to ensure that behavioural advertising isn't...   Learn More >
• Ad ImpressionWhat is an Ad Impression? An ad impression is one successful ad call - one ad loading on a...   Learn More >
• Ad NetworkA company that sells advertising space for many websites.
• Adobe FlashAdobe Flash was an animation program that was commonly used for advertising. It was finally...   Learn More >
• Ad PlatformAn Ad Platform is a generic term meaning the product a company uses to serve advertising....   Learn More >
• Ad Pricing ModelAn ad pricing model is the way in which an advertiser pays for advertising, such as on a CPM,...   Learn More >
• Ad SlotThe space on a webpage where an ad loads. The dimensions are specified as horizontal and then...   Learn More >
• Ad SpaceA space on a website that is reserved for advertising.
• ads.txtAds.txt is a file that websites can upload which publicly declares which ad companies are...   Learn More >
• Ad TagAn Ad Tag is the piece of code an advertiser gives to a website instead of the actual ads they...   Learn More >
• Ad UnitAn Ad Unit is the generic term used when talking about a single type of ad.
• AdvertiseTo advertise is the process of drawing attention to a something (such as a product, service or...   Learn More >
• AdvertiserAn advertiser is a person or company who pays for any form of advertising.
• Advertising-Based Video on DemandAVOD stands for Advertising-Based Video on Demand (I don't know why the B disappeared). It...   Learn More >
• Advertising RateBefore you can work out how much money your site will make, you have to understand the different...   Learn More >
• AmazonThe largest online retailer in the world. Amazon started out selling books and now sells pretty...   Learn More >
• AnalyticsThe measurable statistics of a website or an ad campaign (such as impressions). Typically...   Learn More >
• Analytics PlatformA provider of website analytics such as Google Analytics.
• Anchor AdAn Anchor Ad is a type of overlay ad which stays at the bottom of a webpage regardless of...   Learn More >
• ArbitrageArbitrage is the tactic of buying something at one price and then selling it at a higher price....   Learn More >
• Aspect RatioA way of expressing the relative measurements of a rectangle, often used for video or display...   Learn More >
• AuctionAn auction in digital marketing refers to the process of how an advertising platform decides...   Learn More >
• Audible and Visible on CompleteAVOC stands for Audible and Visible on Complete. A metric measuring the number of video views...   Learn More >
• AVOCAVOC stands for Audible and Visible on Complete. A metric measuring the number of video views...   Learn More >
• AVOC RateAVOC Rate is the percentage of video ads that are audible and visible on complete (they have the...   Learn More >
• AVODAVOD stands for Advertising-Based Video on Demand (I don't know why the B disappeared). It...   Learn More >

• b

• Backup AdA Backup Ad is an ad that serves when an Ad Tag fails to call the intended ad. These can be...   Learn More >
• Backup GifA Backup Gif is the Gif version of an ad that is provided alongside a more complicated version...   Learn More >
• BannerWhat 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 BlindnessBanner Blindness refers to the idea that most people don't even notice display ads...   Learn More >
• Behavioural SegmentationBehavioural Segmentation is the process of splitting people by their activity (or lack of...   Learn More >
• Better AdsBetter Ads is a display advertising standard that publishers and ad networks sign up to in order...   Learn More >
• BillboardWhat is a Billboard? The 970x250 is an ad unit which was listed as a Rising Star by the IAB. It...   Learn More >
• Brand AdvertisingBrand Advertising is when advertisers pay to improve the value of their brand. This can be...   Learn More >
• Brand CampaignA Brand Campaign is an Ad Campaign where the focus is increasing the value of a brand. For...   Learn More >
• Brand SpendA Brand Spend is an advertising campaign designed to increase the value of a brand (as opposed...   Learn More >
• Broken Ad CallA broken ad call is when an ad tag fails to retrieve an ad, and so nothing is shown on screen.
• Budget FlightingSplitting your advertising budget into "flights" (or periods of time) in order to maximise its...   Learn More >
• ButtonButton historically referred to the ad sizes 120x60 or 125x125, however is usually used now to...   Learn More >

• c

• Cache-BustingCache-busting in online advertising is the process of stopping an ad from being stored on a...   Learn More >
• ClickWhat is a Click? When it comes to online advertising, a click refers to a user clicking on an...   Learn More >
• Click-Through RateLast updated May 2023 What does CTR mean? CTR stands for Click-Through Rate. It is the...   Learn More >
• Client Side Ad InsertionCSAI is when a streaming device (such as a smart TV, gaming console, or streaming USB stick)...   Learn More >
• Companion AdCompanion Ads are two or more ads that are delivered together. Due to the way these work,...   Learn More >
• Connected TVAny time video is streamed to a big screen (eg a smart TV). This term is useful in...   Learn More >
• Contextual AdvertisingContextual advertising is advertising that targets the content of the page it is displayed on....   Learn More >
• ConversionWhat is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
• Conversion PixelA conversion pixel is a 3rd party piece of code placed on a website that allows an advertiser or...   Learn More >
• Conversion RateThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
• ConvertedIn online advertising, a converted user is someone who has seen or clicked on an ad and...   Learn More >
• Cookie PolicyA policy that explains which cookies are dropped by a website, and what they are being used for....   Learn More >
• CostCost is a catch-all term in online advertising that refers to budget or payment. It is used...   Learn More >
• Cost Per AcquisitionWhat does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
• Cost Per ClickWhat does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
• Cost Per Completed ViewCost Per Completed View. This is a metric used for video advertising. It is not that common as...   Learn More >
• Cost Per DayWhat 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 EngagementWhat does CPE mean? CPE stands for Cost Per Engagement. The CPE price is the price that gets...   Learn More >
• Cost Per ExpansionCost Per Expansion is a type of advertising rate. It is a specific type of CPE campaign...   Learn More >
• Cost Per InstallWhat does CPI mean? The CPI price is the amount paid per installation of an app on a...   Learn More >
• Cost Per LandCost Per Land is a type of advertising rate. It is basically the same as Cost Per Click. It...   Learn More >
• Cost Per LeadWhat does CPL mean? The CPL price means that every time the advertiser gets a lead (a potential...   Learn More >
• Cost Per ThousandWhat does CPM mean? CPM is an ad pricing model used to buy advertising space, most commonly for...   Learn More >
• Cost Per ViewWhat does Cost Per View mean? CPV means the price that gets paid when a video ad is played. In...   Learn More >
• Cost Per Viewable ThousandWhat Does CPvM Mean? Also known as vCPM and CPMv. CPvM advertising is where the CPvM price is...   Learn More >
• CPAWhat does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
• CPCWhat does CPC mean? The Cost Per Click price is the amount paid every time a user clicks on an...   Learn More >
• CPCVCost Per Completed View. This is a metric used for video advertising. It is not that common as...   Learn More >
• CPDWhat does CPD mean? The CPD price is the amount that gets paid for every day that an ad is on a...   Learn More >
• CPEWhat does CPE mean? CPE stands for Cost Per Engagement. The CPE price is the price that gets...   Learn More >
• CPIWhat does CPI mean? The CPI price is the amount paid per installation of an app on a...   Learn More >
• CPLWhat does CPL mean? The CPL price means that every time the advertiser gets a lead (a potential...   Learn More >
• CPMWhat does CPM mean? CPM is an ad pricing model used to buy advertising space, most commonly for...   Learn More >
• CPVWhat does Cost Per View mean? CPV means the price that gets paid when a video ad is played. In...   Learn More >
• CPvMWhat Does CPvM Mean? Also known as vCPM and CPMv. CPvM advertising is where the CPvM price is...   Learn More >
• CRThe Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
• Creative AgencyA Creative Agency is a company that creates advertising on behalf of other companies. They...   Learn More >
• Cross-Device ConversionA way of measuring when someone visits a website on one device, but then only completes a...   Learn More >
• CSAICSAI is when a streaming device (such as a smart TV, gaming console, or streaming USB stick)...   Learn More >
• CTRLast updated May 2023 What does CTR mean? CTR stands for Click-Through Rate. It is the...   Learn More >
• CTVAny time video is streamed to a big screen (eg a smart TV). This term is useful in...   Learn More >

• d

• Daisy-ChainingDaisy-Chaining in online advertising is the process of passing ad calls from one Ad Network to...   Learn More >
• Dart For PublishersDFP stands for DART for Publishers and was Google's Ad Server. There was a version for large ad...   Learn More >
• DaypartingDayparting refers to optimising by the hour of the day (splitting a day into parts).
• Default AdA Default Ad is an ad that shows when no other ad is available from an ad server due to...   Learn More >
• Delisted Ad UnitA display ad unit that is no longer commonly in use to the point where the IAB no longer lists...   Learn More >
• Demand Side PlatformA DSP (or Demand Side Platform) is a type of RTB Ad Network in which Ad Agencies input how much...   Learn More >
• DemographicsDemographics are factors such as age, race, gender, sex, location which are often used to break...   Learn More >
• Demographic SegmentationDemographic Segmentation refers to splitting up an audience by their demographics. This is...   Learn More >
• Device TargetingDevice targeting is the process of making ads deliver on a specific type of computer - be it...   Learn More >
• DFPDFP stands for DART for Publishers and was Google's Ad Server. There was a version for large ad...   Learn More >
• Discovery AdsDiscovery Ads are native ads from Google Ads that appear on YouTube, Gmail, the Google App, and...   Learn More >
• DiscrepancyDiscrepancy Definition Discrepancy means an unexpected (or unexplainable) difference between...   Learn More >
• Display AdvertisingThe generic term used to describe image-based online advertising such as the use of 160x600s,...   Learn More >
• DogfoodingA phrase referring to the idea of Dog Food makers should test their own dog food (presumably on...   Learn More >
• DownweightDownweight is a term used when optimising ads. It means reducing the appearance of an ad on...   Learn More >
• DSPA DSP (or Demand Side Platform) is a type of RTB Ad Network in which Ad Agencies input how much...   Learn More >

• e

• Earnings Per Thousand VisitorsEarnings Per Thousand Visitors. A metric that captures the value of each visit to a site, rather...   Learn More >
• eCommerceeCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
• eCommerce ConversionAn online sale. A subset of conversion in general, which don't have to be sales or money related...   Learn More >
• eCommerce Conversion RateThe conversion rate of online sales (as opposed to other types of conversions).
• eCPMeCPM is like the cost per kilo of online advertising pricing. It is effectively what you would...   Learn More >
• Effective Cost Per ThousandeCPM is like the cost per kilo of online advertising pricing. It is effectively what you would...   Learn More >
• EngagementAn Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
• Engagement RateEngagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
• Enhanced Tracking ProtectionThe way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
• EPMVEarnings Per Thousand Visitors. A metric that captures the value of each visit to a site, rather...   Learn More >
• EREngagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
• ETPThe 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 AdAn expandable ad in online advertising refers to any ad unit which becomes larger upon some sort...   Learn More >

• f

• FCWhat is a Frequency Cap? A frequency cap is a limit to the number of times each user sees an...   Learn More >
• Fear Of Missing OutAn acronym that stands for Fear Of Missing Out, which refers to the idea that people always...   Learn More >
• Federated Learning of CohortsFLoC was a way of tracking people for advertising purposes (both targeting and conversion...   Learn More >
• Fill RateWhat does Fill Rate mean? Fill Rate means the number of ad impressions that actually deliver...   Learn More >
• First Price AuctionA first price auction is when the winner of an auction pays the amount they bid (as opposed to 1...   Learn More >
• Flash AdAn ad made using Adobe Flash which is usually animated and can be interactive. These types of...   Learn More >
• FLoCFLoC was a way of tracking people for advertising purposes (both targeting and conversion...   Learn More >
• FOMOAn acronym that stands for Fear Of Missing Out, which refers to the idea that people always...   Learn More >
• FrequencyIn online advertising, frequency refers to how often an ad appears to a single user in a...   Learn More >
• Frequency CapWhat is a Frequency Cap? A frequency cap is a limit to the number of times each user sees an...   Learn More >

• g

• GAGoogle Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
• GAMGoogle Ad Manager is Google's ad serving platform. Through GAM websites can add different ad...   Learn More >
• Geo-TargetingIn Digital Marketing, Geo-Targeting means aiming content (an ad, webpage etc) at a particular...   Learn More >
• GifA type of image file, which can be animated. Gif is an acronym that stands for graphic...   Learn More >
• Google Ad ManagerGoogle Ad Manager is Google's ad serving platform. Through GAM websites can add different ad...   Learn More >
• Google AdsFormerly known as Google AdWords (the name changed in 2018). Google Ads is one of the largest...   Learn More >
• Google AnalyticsGoogle Analytics is one of the most commonly used providers of web statistics. It's free and...   Learn More >
• Google DiscoverGoogle Discover is a feed on Google.com (on mobile) and the Google App which surfaces content...   Learn More >
• Google Tag ManagerGoogle Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >
• Graphic Interchange FormatA type of image file, which can be animated. Gif is an acronym that stands for graphic...   Learn More >
• Growth EngineThe mechanism that makes a startup grow in a sustainable fashion. This can often mean a...   Learn More >
• GTMGoogle Tag Manager is an efficient way of dynamically managing tagging on a website from Google....   Learn More >
• Guaranteed InventoryGuaranteed inventory refers to ad buys where a specified amount of inventory is offered. The...   Learn More >

• h

• Header BiddingA type of real-time bidding where publishers offer each ad impression to multiple ad exchanges...   Learn More >
• Horizontal Ad UnitAn ad unit that is wider than it is tall. It is useful to group ad units in this way for...   Learn More >
• House AdA House Ad is an ad that advertised your products or services on your site. They are generally...   Learn More >

• i

• IABIAB stands for the Interactive Advertising Bureau (or Internet Advertising Bureau in the UK)....   Learn More >
• Identifier for AdvertisersApple's way of allowing advertisers to transmit data to third parties of users who opt-in.
• IDFAApple's way of allowing advertisers to transmit data to third parties of users who opt-in.
• ImpressionWhat does Impression mean? Impression means when something (usually content, an ad or post) is...   Learn More >
• Insertion OrderAn IO is an Insertion Order which in online advertising is the contract that provides the...   Learn More >
• Internet Advertising BureauIAB stands for the Interactive Advertising Bureau (or Internet Advertising Bureau in the UK)....   Learn More >
• InterstitialInterstitial essentially means "between" and are the ads which appear before or between webpages...   Learn More >
• Invalid TrafficInvalid traffic (or IVT) is traffic that ad networks will not pay publishers for, regardless of...   Learn More >
• InventoryThe total amount of ad impressions a publisher or network has - this is usually expressed as a...   Learn More >
• Inventory ForecastingThe act of predicting how many ad impressions will be available in the future. Like all...   Learn More >
• IOAn IO is an Insertion Order which in online advertising is the contract that provides the...   Learn More >
• iOS14An operating system from Apple which included many updates around privacy. For digital...   Learn More >
• IVTInvalid traffic (or IVT) is traffic that ad networks will not pay publishers for, regardless of...   Learn More >

• j

• Joint Photographic Experts Groupjpg is the file extension abbreviation of a JPEG image file. JPEG stands for Joint Photographic...   Learn More >
• jpgjpg is the file extension abbreviation of a JPEG image file. JPEG stands for Joint Photographic...   Learn More >

• k

• Keyword TargetingKeyword targeting is the process of targeting marketing activities at specific sets of useful...   Learn More >
• KISSAn acronym standing for Keep It Simple Stupid. KISS is a sort of pseudo-ethos that advocates for...   Learn More >
• K-WeightIn Digital Marketing, K-Weight refers to the size of an ad or piece of content in kB...   Learn More >

• l

• Landing PageThe page where a person enters a website (ie the page they "land on"). In online advertising,...   Learn More >
• Last ClickSometimes referred to as Last Touch, this is the most common type of attribution for conversions...   Learn More >
• Lazy LoadingIn display advertising, lazy loading refers to not loading an ad until it is set to appear on a...   Learn More >
• LeadA potential customer, or a way to get in touch with a potential customer (eg email address,...   Learn More >
• LeaderboardA leaderboard is a display ad unit that is 728 pixels wide by 90 pixels tall. It is commonly...   Learn More >
• Lead GenerationLead generation (or Lead Gen) is the gathering of potential customers' contact information and...   Learn More >
• Lifetime ValueLTV (often called Customer Lifetime Value - CLTV or CLV) is an attempt at predicting the amount...   Learn More >
• LRECWhat is a 336x280? The 336x280 is an ad unit that has been delisted by the IAB. It...   Learn More >
• LTVLTV (often called Customer Lifetime Value - CLTV or CLV) is an attempt at predicting the amount...   Learn More >

• m

• Made for AdvertisingMade for Advertising Sites. Low quality websites that focus typically focus on a niche,and which...   Learn More >
• Make GoodA make good (or MG) is when a website/ad network under-delivers on an ad campaign, so provides...   Learn More >
• MCMMultiple Customer Management is the way in which ad networks can manage the Google Ad Exchange...   Learn More >
• Media KitA pack of materials about an organisation. This can either be a pack of prices and options for...   Learn More >
• MetricsMetrics are measurable statistics that are used in digital marketing to improve performance such...   Learn More >
• MFA SitesMade for Advertising Sites. Low quality websites that focus typically focus on a niche,and which...   Learn More >
• MGA make good (or MG) is when a website/ad network under-delivers on an ad campaign, so provides...   Learn More >
• Minimum CPMThe 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 MPUWhat is a 300x600? The 300x600 ad unit is an IAB standard ad unit with dimensions of 300 pixels...   Learn More >
• MonumetricAn ad network for WordPress sites that uses ad rotation technology. They only take sites over a...   Learn More >
• MPUAn MPU is a display ad unit that is 300 pixels wide by 250 pixels tall. It is commonly called a...   Learn More >
• Multiple Customer ManagementMultiple Customer Management is the way in which ad networks can manage the Google Ad Exchange...   Learn More >
• Multi-Size Ad SlotAn ad slot that can load more than one size of advert within it.
• Multi-Touch AttributionSometimes referred to as multi-channel attribution, this is a way of attributing conversions...   Learn More >

• n

• Net 60 TermsA common payment condition in online advertising, Net 60 means that you will only be paid 60...   Learn More >
• NicheA specific or specialised interest or section of the population. Websites are often spoken about...   Learn More >
• Non-Guaranteed InventoryNon-Guaranteed Inventory is the term used when an unspecified amount of inventory is purchased....   Learn More >
• Non-Standard Ad UnitIn the Preparing Your Site section we told you to stick with IAB standard ads. This was because...   Learn More >

• o

• Opera Ad ManagerA way to run ads in Opera Apps,including Opera News,and the news feed in the Opera Mini broswer...   Learn More >
• Operating SystemAn acronym for Operating System. It can be useful to target different ads to different operating...   Learn More >
• Optimised PricingGoogle Ad Manager's way of algorithmically increasing the floor price of ad inventory that it...   Learn More >
• OptimisingWhat does optimising mean? Optimising means making changes to improve performance. It is a...   Learn More >
• OSAn acronym for Operating System. It can be useful to target different ads to different operating...   Learn More >
• Outbound MarketingOutbound marketing means marketing activities where you go out and try and find customers. For...   Learn More >
• OverlayWhat is an Overlay (or Floater)? An Overlay (or Floater as they are known in the US) is an IAB...   Learn More >

• p

• PAA type of advertising where an algorithm is used to decide which ads are placed in which...   Learn More >
• Page CTRThe percentage of clicks all ads on a page received (Page CTR can also be used to measure link...   Learn More >
• Paid MediaPaid Media refers to any advertising you have to pay for. This includes PPC or Display Ads,...   Learn More >
• Performance AdvertisingPerformance advertising focuses on, unsurprisingly, the performance of a campaign - in terms of...   Learn More >
• Performance BuyA performance buy is an ad buy for performance advertising purposes.
• Performance CampaignA Performance Campaign is an advertising campaign that focuses on, unsurprisingly, the...   Learn More >
• Performance MaxCommonly referred to as PMax. A type of Google Ads campaign where everything is automatically...   Learn More >
• Performance NetworkA Performance Network focuses on providing masses of inventory (sometimes anonymously) with the...   Learn More >
• Performance SpendA Performance Spend is an advertising campaign that focuses on, unsurprisingly, the performance...   Learn More >
• PixelA pixel is what makes up the images displayed on your computer. They are minute dots of colour,...   Learn More >
• PlacementPlacement is a generic term meaning some combination of an ad and the place it is served. It can...   Learn More >
• PlatformA platform is a generic term that means a computer/server which does something. An Ad Platform...   Learn More >
• PMAXCommonly referred to as PMax. A type of Google Ads campaign where everything is automatically...   Learn More >
• Polite LoadingPolite Loading is a common requisite made by websites for ads on their site meaning that ads are...   Learn More >
• Pop-BlockerA pop-blocker is an add-on or plugin for a browser that prevents new windows from being opened...   Learn More >
• Pop-UpWhat 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 ConversionA Post-Click Conversion, or PC Conversion is when a user converts after a click. This click can...   Learn More >
• Post-Click WindowThe Post Click Window, or PC Window, is the amount of time after a user has clicked on an ad and...   Learn More >
• Post-Impression ConversionA Post-Impression Conversion or PI Conversion is when a user buys a product after seeing an...   Learn More >
• Post-Impression WindowThe Post Impression Window, or PI Window, is the amount of time after a user has viewed an ad...   Learn More >
• Pre-GamePre-game ads are usually a type of video (although occasionally an MPU) ad that comes up before...   Learn More >
• Pre-RollWhat Is A Pre-Roll? Pre-Roll is commonly used to refer to any type of video advertising. It is...   Learn More >
• PriorityPriority in online advertising is a setting in ad servers that is used to decide which ad gets...   Learn More >
• ProgrammaticA type of advertising where an algorithm is used to decide which ads are placed in which...   Learn More >
• Programmatic GuaranteedA way of block buying and selling ad space within a programmatic platform. This allows you to...   Learn More >
• PSAIn digital marketing, PSA stands for Public Service Ad, which is an ad for a charity or other...   Learn More >
• Public Service AdIn digital marketing, PSA stands for Public Service Ad, which is an ad for a charity or other...   Learn More >
• Publisher Ad TagA publisher ad tag is a piece of code that publishers put directly on their site to call ad...   Learn More >
• Push DownA Push Down is a special type of display ad that pushes the content of a webpage downwards. It...   Learn More >

• r

• ReachReach is a metric (most commonly used in social media) referring to the number of users who saw...   Learn More >
• Real Time BiddingRTB stands for Real-Time Bidding. It's a system where publishers set the minimum CPM they...   Learn More >
• Real Time Bidding PlatformRTB Platform is short for Real-Time Bidding Platform and is a type of company that uses...   Learn More >
• Remnant InventoryRemnant Inventory is the unsold inventory after Brand or Performance networks have been exhausted.
• Remnant NetworkA type of Ad Network which is used to monetize inventory that remains unsold. These types of...   Learn More >
• ReskinWhat is a Reskin? A reskin is a branded image that replaces the background of a website. It...   Learn More >
• Responsive Ad UnitA responsive ad unit changes size to fit the space it is given. This is especially useful when a...   Learn More >
• Retargeting adsAds which are shown people who have taken some action before. For example visitors to a webpage...   Learn More >
• Return On Ad SpendWhat is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
• Return On InvestmentWhat is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
• RevenueThe 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 ShareWhen using an Ad Network, the income from advertising will be split between the Ad Network and...   Learn More >
• RFPAn acronym standing for Request For Proposal. This is what is put out when an organisation is...   Learn More >
• Rich MediaRich Media just means ads that are more than just simple images, or animated gifs. Occasionally...   Learn More >
• Rich Media VendorThe server from which the ad gets send to the ad server.
• RMRich Media just means ads that are more than just simple images, or animated gifs. Occasionally...   Learn More >
• Roadblock AdThis is where all ads on a page are sold together to one advertiser. The ads must deliver...   Learn More >
• ROASWhat is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
• RoCRoC is short for Run of Channel, which means when a set of ads are booked to run anywhere within...   Learn More >
• ROIWhat is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
• RoNRoN is short for Run of Network, and means when a set of ads are booked with an Advertising...   Learn More >
• RoSRoS 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 >
• RTBRTB 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 ChannelRoC is short for Run of Channel, which means when a set of ads are booked to run anywhere within...   Learn More >
• Run of NetworkRoN is short for Run of Network, and means when a set of ads are booked with an Advertising...   Learn More >
• Run of SiteRoS is short for Run of Site and means when a set of ads are booked to run anywhere on a site.

• s

• SaaSA business model where users are charged a subscription fee for using software as opposed to a...   Learn More >
• SegmentationSegmentation can take place in any form of digital marketing, and simply involves breaking...   Learn More >
• SentimentA feeling of opinion on something. Sentiment analysis is often used wherever there are comments...   Learn More >
• SkippableSkippable in online advertising refers to ads (usually video ads) that do not have to be watched...   Learn More >
• SkyscraperWhat is a 160x600? The 160x600 ad size is an IAB standard ad unit with dimensions of 160 pixels...   Learn More >
• Software as a ServiceA business model where users are charged a subscription fee for using software as opposed to a...   Learn More >
• Split TestingA way of testing whether one thing is better than another. For example, you could split test two...   Learn More >
• SSPSSP stands for Supply Side Platform and is a type of RTB Ad Network in which publishers place...   Learn More >
• Standard Ad UnitThe Online Advertising Guide recommends you use IAB standard ads, as it makes the whole ad...   Learn More >
• Supply Side PlatformSSP stands for Supply Side Platform and is a type of RTB Ad Network in which publishers place...   Learn More >
• Surveillance MarketingMarketing that collects and uses a surprising amount of data to target people. A terrifying and...   Learn More >
• SWOTAn acronym standing for Strengths, Weaknesses, Opportunities, Threats. SWOT is used to start...   Learn More >

• t

• TCFTransparency & Consent Framework. A way to gather consent from users to be shown online...   Learn More >
• Third-Party Ad ServerA third-party ad server is a company that hosts ads on behalf of advertisers and manages the...   Learn More >
• Third-Party CookiesCookies that are dropped onto a person's computer when visiting a website that are not from the...   Learn More >
• TopicsA Google initiative that aims to make behavioural targeting transparent. Sites/advertisers...   Learn More >
• Tracking LinksA hyperlink that is designed to be easily trackable, often by adding UTM parameters, or else by...   Learn More >
• TrafficTraffic in online advertising is a catch-all term for visitors to a site (the online equivalent...   Learn More >
• TraffickingTrafficking in online advertising is the process of uploading, troubleshooting, managing,...   Learn More >
• Transparency & Consent Framework.Transparency & Consent Framework. A way to gather consent from users to be shown online...   Learn More >
• TroubleshootingThe process of systematically testing for, finding and fixing problems (such as broken ads,...   Learn More >
• Two-Click PenaltyA two-click penalty is a method that Google uses to prevent click fraud. If Google suspects...   Learn More >

• u

• UnderdeliveryWhen an ad campaign does not fulfil the specified amount of impressions/clicks/conversions etc.
• Uniform Resource LocatorThe web address of a website or webpage. For example, the address of this website is...   Learn More >
• Unique Selling PointAn acronym standing for Unique Selling Point. This is a concept based around how a...   Learn More >
• UnmoderatedModeration is the act of reviewing comments or forum posts to ensure they don't breach rules set...   Learn More >
• UnoptimisedIf something is unoptimized, it has not had any efforts put in to improve its performance.
• UpweightAn Upweight in online advertising is a term to do with optimising ad campaigns. It means when a...   Learn More >
• Urchin Tracking ModuleUTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >
• URLThe web address of a website or webpage. For example, the address of this website is...   Learn More >
• USPAn acronym standing for Unique Selling Point. This is a concept based around how a...   Learn More >
• UTMUTM parameters are 5 tracking parameters you can add to the end of a URL which can be read by...   Learn More >

• v

• Value AddValue Add refers to the actual impressions given as free to an advertiser.
• Value For MoneyWhat Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
• Vertical UnitA Vertical Unit is an informal way of talking about any ad size which is taller than it is wide...   Learn More >
• VfMWhat Does VfM Mean? If you are unable to track conversions for your ad campaign, there is a...   Learn More >
• VIWhat is a Viewable Impression? A Viewable Impression (or VI) means an ad impression that...   Learn More >
• Video AdvertisingA video ad is an ad using a video to advertise a product or service. They are generally much...   Learn More >
• Video MPUA Video MPU is an MPU ad that contains a video in it.   7 Ideas & Facts About Video MPUs ...   Learn More >
• Video NetworkA Video Network is a platform which delivers Videos. This can also be applied to a platform...   Learn More >
• ViewabilityViewability in online advertising is the measure of whether an ad has been seen or not, and...   Learn More >
• Viewability RateWhat is a Viewability Rate? Viewability Rate is the percentage of ads that are actually seen by...   Learn More >
• Viewable ImpressionWhat is a Viewable Impression? A Viewable Impression (or VI) means an ad impression that...   Learn More >
• View-ThroughView-Through refers to seeing an ad all the way through. It originally only referred to video...   Learn More >
• View-Through ConversionA View-Through Conversion is another way of describing a post-impression conversion - a...   Learn More >
• View-Through Conversion RateView-Through Conversion Rate is the percentage of people who saw an ad all the way through (but...   Learn More >
• View-Through RateWhat does View-Through Rate mean? The View-Through Rate (or VTR) of an ad is the percentage of...   Learn More >
• VRWhat is a Viewability Rate? Viewability Rate is the percentage of ads that are actually seen by...   Learn More >
• VTRWhat does View-Through Rate mean? The View-Through Rate (or VTR) of an ad is the percentage of...   Learn More >

• w

• WaterfallThe order in which the Ad Networks are used is often referred to as "The Waterfall" as in "that...   Learn More >

• z

• Z-IndexThe Z-Index is a CSS property that defines the order in which items on a webpage are shown - if...   Learn More >

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