The world of digital advertising keeps growing, and so does its terminology. To eliminate the risk of reaching a definition dead-end, check out our glossary of informative terms.

Above the fold

The upper section of a web page that a visitor can view without scrolling down.

Ad Blocker

 An online program that blocks digital advertisements from displaying on a web page.

Ad Creative

The actual visuals an ad displays.

Ad Exchange

A technological marketplace where the buying and selling of media ads happen. Publishers and advertisers rely on these auction-style platforms to process data, set prices, host bids and serve ads.



Ad Impressions

Represents when an ad is served to a single user at a single point in time. The ad must completely load onto a web page to get an impression count.

Ad Network

An advertising partner that serves as a middleman between a publisher and an advertiser. These networks typically provide a static rate for your inventory that rarely fluctuates.

Ad Server

A system service that stores, manages and displays online ads on web and mobile sites.

Ad Tag 

A request code sent to an ad server that communicates the specific dimensions and web page placement for an ad.

Ad Unit

The actual space where an ad is displayed, measured in width and height pixels.

Backfill

Ad inventory that is used to fill an unbought ad space.

Below the fold

The bottom section of a web page that a visitor needs to scroll down to in order to view.

 

Bounce Rate

A percentage that reflects visitors who, in a short amount of time, came and left a site without viewing any other site pages.

CPC

Short for Cost Per Click, it is a payment model in which advertisers pay each time a user clicks on their advertisement.

CPM

Though this is the abbreviation of Cost Per Mille, it is more commonly referred to as Cost Per Thousand. It represents an advertising pricing model in which advertisers pay for every 1,000 impressions of their ads served.

Daisy Chain

The method of placing an ad partners’ ad tags in a specific order (usually by highest to lowest CPM rate) so they have the option of serving an ad or ‘defaulting’ to the next partner in line. Also referred to as an ad chain.

 


DSP

Short for Demand-Side Platform, this platform allows digital ad buyers to easily and more directly connect with sellers in a programmatic and real-time environment.

 

Dynamic allocation

This yield-efficient method lets advertisers utilize real time bidding for line items booked inside DFP. Advertisers compete on an impression-by-impression basis.

eCPM

Short for Effective Cost Per Mille, this equation is used to show the cost of an ad inventory based on the amount of paid/shown impressions. The equation is calculated in the following manner: (Total Revenue/Total Impressions) x 1000.

Engagement

Refers to whenever a user interacts with an ad or post. On social media, common types of engagement include Post Clicks, Likes, Comments and Shares.

Geo-targeting

Ad campaigns that target a certain group of users based on their geographic location (continent, country, state, etc.).

Header bidding

A programmatic buying process where publishers auction off inventory to multiple advertisers at once. This process exists outside of ad servers.

Native Ads

Ads that mimic a website’s content and format in order to be non-distracting to a user’s experience.

Pageview

Representative of whenever a web page starts loading onto a user’s screen.

Retargeting

The method of targeting ads to a user based on tracking their browsing patterns.

RTB

Short for Real Time Bidding, this impression-based inventory sales method lets thousands of buyers bid on a single website impression based on specific bidding algorithms.

SSP

Short for Supply-Side Platform, this selling platform allows publishers to better package and manage their website’s sellable inventory.

Unique user

A user who visits a website for the first time over the course of a specified audience measurement (day, month, year, etc.).

Video ads

Digital advertisements that display in the format of a video.

Visitor

A user who revisits a web page, regardless of frequency.

Website Volume

The amount of traffic a website has. Referenced by advertisers in order to create a CPM rate for publishers.

 

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