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

  • Commonly used for analytics and conversion tracking, these are cookies that are not created by...   Learn More >
  • 1

  • What is a 120x60? The 120x60 ad unit is an IAB standard ad unit with dimensions of 120 pixels...   Learn More >
  • What is a 120x600? The 120x600 ad unit is a now-defunct IAB standard ad unit historically...   Learn More >
  • What is a 125x125? The 125x125 ad unit is a now-defunct IAB standard ad unit with the...   Learn More >
  • What is a 160x600? The 160x600 ad size is an IAB standard ad unit with dimensions of 160 pixels...   Learn More >
  • 3

  • What is a 300x50? The 300x50 ad unit is an IAB Mobile standard ad unit with the dimensions of...   Learn More >
  • An MPU is a display ad unit that is 300 pixels wide by 250 pixels tall. It is commonly called a...   Learn More >
  • What is a 300x600? The 300x600 ad unit is an IAB standard ad unit with dimensions of 300 pixels...   Learn More >
  • What is a 320x50? The 320x50 ad unit is an IAB Mobile standard ad unit with the dimensions of...   Learn More >
  • What is a 320x100? The 320x100 ad unit is a top-performing AdSense ad size, which is...   Learn More >
  • What is a 320x480? The 320x480 ad unit is a mobile ad with dimensions of 320 pixels wide by 480...   Learn More >
  • What is a 336x280? The 336x280 is an ad unit that has been delisted by the IAB. It...   Learn More >
  • 4

  • What is a 468x60? The 468x60 ad unit is a now-defunct IAB standard ad unit with the dimensions...   Learn More >
  • 7

  • A leaderboard is a display ad unit that is 728 pixels wide by 90 pixels tall. It is commonly...   Learn More >
  • 9

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

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

  • A Backup Ad is an ad that serves when an Ad Tag fails to call the intended ad. These can be...   Learn More >
  • A Backup Gif is the Gif version of an ad that is provided alongside a more complicated version...   Learn More >
  • What is a 468x60? The 468x60 ad unit is a now-defunct IAB standard ad unit with the dimensions...   Learn More >
  • 'Banner Ads' is the generic term used to describe image-based online ads such as 160x600s,...   Learn More >
  • Banner Blindness refers to the idea that most people don't even notice display ads...   Learn More >
  • Behavioural Segmentation is the process of splitting people by their activity (or lack of...   Learn More >
  • Better Ads is a display advertising standard that publishers and ad networks sign up to in order...   Learn More >
  • 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 is when advertisers pay to improve the value of their brand. This can be...   Learn More >
  • A Brand Campaign is an Ad Campaign where the focus is increasing the value of a brand. For...   Learn More >
  • A Brand Spend is an advertising campaign designed to increase the value of a brand (as opposed...   Learn More >
  • A broken ad call is when an ad tag fails to retrieve an ad, and so nothing is shown on screen.
  • Splitting your advertising budget into "flights" (or periods of time) in order to maximise its...   Learn More >
  • Button historically referred to the ad sizes 120x60 or 125x125, however is usually used now to...   Learn More >
  • c

  • Cache-busting in online advertising is the process of stopping an ad from being stored on a...   Learn More >
  • What is a Click? When it comes to online advertising, a click refers to a user clicking on an...   Learn More >
  • Last updated May 2023 What does CTR mean? CTR stands for Click-Through Rate. It is the...   Learn More >
  • CSAI is when a streaming device (such as a smart TV, gaming console, or streaming USB stick)...   Learn More >
  • Companion Ads are two or more ads that are delivered together. Due to the way these work,...   Learn More >
  • Any time video is streamed to a big screen (eg a smart TV). This term is useful in...   Learn More >
  • Contextual advertising is advertising that targets the content of the page it is displayed on....   Learn More >
  • What is a Conversion? Conversion is the generic term used for an action or acquisition...   Learn More >
  • A conversion pixel is a 3rd party piece of code placed on a website that allows an advertiser or...   Learn More >
  • The Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • In online advertising, a converted user is someone who has seen or clicked on an ad and...   Learn More >
  • A policy that explains which cookies are dropped by a website, and what they are being used for....   Learn More >
  • Cost is a catch-all term in online advertising that refers to budget or payment. It is used...   Learn More >
  • What does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
  • 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. This is a metric used for video advertising. It is not that common as...   Learn More >
  • What does CPD mean? The CPD price is the amount that gets paid for every day that an ad is on a...   Learn More >
  • What does CPE mean? CPE stands for Cost Per Engagement. The CPE price is the price that gets...   Learn More >
  • Cost Per Expansion is a type of advertising rate. It is a specific type of CPE campaign...   Learn More >
  • What does CPI mean? The CPI price is the amount paid per installation of an app on a...   Learn More >
  • Cost Per Land is a type of advertising rate. It is basically the same as Cost Per Click. It...   Learn More >
  • What does CPL mean? The CPL price means that every time the advertiser gets a lead (a potential...   Learn More >
  • What does CPM mean? CPM is an ad pricing model used to buy advertising space, most commonly for...   Learn More >
  • What does Cost Per View mean? CPV means the price that gets paid when a video ad is played. In...   Learn More >
  • What Does CPvM Mean? Also known as vCPM and CPMv. CPvM advertising is where the CPvM price is...   Learn More >
  • What does CPA mean? The CPA price is the amount that gets paid when an ad leads to a sale (or...   Learn More >
  • 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. This is a metric used for video advertising. It is not that common as...   Learn More >
  • What does CPD mean? The CPD price is the amount that gets paid for every day that an ad is on a...   Learn More >
  • What does CPE mean? CPE stands for Cost Per Engagement. The CPE price is the price that gets...   Learn More >
  • What does CPI mean? The CPI price is the amount paid per installation of an app on a...   Learn More >
  • What does CPL mean? The CPL price means that every time the advertiser gets a lead (a potential...   Learn More >
  • What does CPM mean? CPM is an ad pricing model used to buy advertising space, most commonly for...   Learn More >
  • What does Cost Per View mean? CPV means the price that gets paid when a video ad is played. In...   Learn More >
  • What Does CPvM Mean? Also known as vCPM and CPMv. CPvM advertising is where the CPvM price is...   Learn More >
  • The Conversion Rate (CR) of a campaign is the number of conversions achieved per click. It is...   Learn More >
  • A Creative Agency is a company that creates advertising on behalf of other companies. They...   Learn More >
  • A way of measuring when someone visits a website on one device, but then only completes a...   Learn More >
  • CSAI is when a streaming device (such as a smart TV, gaming console, or streaming USB stick)...   Learn More >
  • Last updated May 2023 What does CTR mean? CTR stands for Click-Through Rate. It is the...   Learn More >
  • Any time video is streamed to a big screen (eg a smart TV). This term is useful in...   Learn More >
  • d

  • Daisy-Chaining in online advertising is the process of passing ad calls from one Ad Network to...   Learn More >
  • DFP stands for DART for Publishers and was Google's Ad Server. There was a version for large ad...   Learn More >
  • Dayparting refers to optimising by the hour of the day (splitting a day into parts).
  • A Default Ad is an ad that shows when no other ad is available from an ad server due to...   Learn More >
  • A display ad unit that is no longer commonly in use to the point where the IAB no longer lists...   Learn More >
  • A DSP (or Demand Side Platform) is a type of RTB Ad Network in which Ad Agencies input how much...   Learn More >
  • Demographics are factors such as age, race, gender, sex, location which are often used to break...   Learn More >
  • Demographic Segmentation refers to splitting up an audience by their demographics. This is...   Learn More >
  • Device targeting is the process of making ads deliver on a specific type of computer - be it...   Learn More >
  • DFP stands for DART for Publishers and was Google's Ad Server. There was a version for large ad...   Learn More >
  • Discovery Ads are native ads from Google Ads that appear on YouTube, Gmail, the Google App, and...   Learn More >
  • Discrepancy Definition Discrepancy means an unexpected (or unexplainable) difference between...   Learn More >
  • The generic term used to describe image-based online advertising such as the use of 160x600s,...   Learn More >
  • A phrase referring to the idea of Dog Food makers should test their own dog food (presumably on...   Learn More >
  • Downweight is a term used when optimising ads. It means reducing the appearance of an ad on...   Learn More >
  • A 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 Visitors. A metric that captures the value of each visit to a site, rather...   Learn More >
  • eCommerce refers to buying or selling goods or services online, as well as online transactions....   Learn More >
  • An online sale. A subset of conversion in general, which don't have to be sales or money related...   Learn More >
  • The conversion rate of online sales (as opposed to other types of conversions).
  • eCPM is like the cost per kilo of online advertising pricing. It is effectively what you would...   Learn More >
  • eCPM is like the cost per kilo of online advertising pricing. It is effectively what you would...   Learn More >
  • An Engagement is any sort of interaction with content. For example on a video it would...   Learn More >
  • Engagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
  • The way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • Earnings Per Thousand Visitors. A metric that captures the value of each visit to a site, rather...   Learn More >
  • Engagement Rate (or ER) is the percentage of people who saw a piece of content or ad and engaged...   Learn More >
  • The way in which Firefox blocks all third-party cookies automatically, making analytics and...   Learn More >
  • In ad platforms, this is an option to specify that ads should be delivered evenly as possible...   Learn More >
  • An expandable ad in online advertising refers to any ad unit which becomes larger upon some sort...   Learn More >
  • f

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

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

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

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

  • jpg is the file extension abbreviation of a JPEG image file. JPEG stands for Joint Photographic...   Learn More >
  • jpg is the file extension abbreviation of a JPEG image file. JPEG stands for Joint Photographic...   Learn More >
  • k

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

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

  • Made for Advertising Sites. Low quality websites that focus typically focus on a niche,and which...   Learn More >
  • A make good (or MG) is when a website/ad network under-delivers on an ad campaign, so provides...   Learn More >
  • Multiple Customer Management is the way in which ad networks can manage the Google Ad Exchange...   Learn More >
  • A pack of materials about an organisation. This can either be a pack of prices and options for...   Learn More >
  • Metrics are measurable statistics that are used in digital marketing to improve performance such...   Learn More >
  • Made for Advertising Sites. Low quality websites that focus typically focus on a niche,and which...   Learn More >
  • A make good (or MG) is when a website/ad network under-delivers on an ad campaign, so provides...   Learn More >
  • The minimum CPM amount you will accept for ad impressions - often an option in ad network UIs,...   Learn More >
  • A minimum guarantee, or MG, is an amount an ad network contractually agrees to pay a publisher...   Learn More >
  • What is a 300x600? The 300x600 ad unit is an IAB standard ad unit with dimensions of 300 pixels...   Learn More >
  • An ad network for WordPress sites that uses ad rotation technology. They only take sites over a...   Learn More >
  • An MPU is a display ad unit that is 300 pixels wide by 250 pixels tall. It is commonly called a...   Learn More >
  • Multiple Customer Management is the way in which ad networks can manage the Google Ad Exchange...   Learn More >
  • An ad slot that can load more than one size of advert within it.
  • Sometimes referred to as multi-channel attribution, this is a way of attributing conversions...   Learn More >
  • n

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

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

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

  • Reach is a metric (most commonly used in social media) referring to the number of users who saw...   Learn More >
  • RTB stands for Real-Time Bidding. It's a system where publishers set the minimum CPM they...   Learn More >
  • RTB Platform is short for Real-Time Bidding Platform and is a type of company that uses...   Learn More >
  • Remnant Inventory is the unsold inventory after Brand or Performance networks have been exhausted.
  • A type of Ad Network which is used to monetize inventory that remains unsold. These types of...   Learn More >
  • What is a Reskin? A reskin is a branded image that replaces the background of a website. It...   Learn More >
  • A responsive ad unit changes size to fit the space it is given. This is especially useful when a...   Learn More >
  • Ads which are shown people who have taken some action before. For example visitors to a webpage...   Learn More >
  • What is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
  • What is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
  • The total amount of money taken in by a person or company, before any expenses (such as taxes...   Learn More >
  • What does RPM mean? In digital marketing, the RPM price means that every time something...   Learn More >
  • When using an Ad Network, the income from advertising will be split between the Ad Network and...   Learn More >
  • An acronym standing for Request For Proposal. This is what is put out when an organisation is...   Learn More >
  • Rich Media just means ads that are more than just simple images, or animated gifs. Occasionally...   Learn More >
  • The server from which the ad gets send to the ad server.
  • Rich Media just means ads that are more than just simple images, or animated gifs. Occasionally...   Learn More >
  • This is where all ads on a page are sold together to one advertiser. The ads must deliver...   Learn More >
  • What is ROAS? Return On Ad Spend (ROAS) is a metric used in online advertising to calculate how...   Learn More >
  • RoC is short for Run of Channel, which means when a set of ads are booked to run anywhere within...   Learn More >
  • What is an ROI? ROI stands for Return on Investment and means the amount of money you get back...   Learn More >
  • RoN is short for Run of Network, and means when a set of ads are booked with an Advertising...   Learn More >
  • RoS is short for Run of Site and means when a set of ads are booked to run anywhere on a site.
  • What does RPM mean? In digital marketing, the RPM price means that every time something...   Learn More >
  • RTB stands for Real-Time Bidding. It's a system where publishers set the minimum CPM they...   Learn More >
  • RTB Platform is short for Real-Time Bidding Platform and is a type of company that uses...   Learn More >
  • RoC is short for Run of Channel, which means when a set of ads are booked to run anywhere within...   Learn More >
  • RoN is short for Run of Network, and means when a set of ads are booked with an Advertising...   Learn More >
  • RoS is short for Run of Site and means when a set of ads are booked to run anywhere on a site.
  • s

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

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

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

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

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

  • The 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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