Above The Fold (ATF): The initial website screen displayed, without scrolling down. Advertisers may give direction on the percentage of an ad that must be visible to be considered ATF.
Ad Call: A request made by a user’s browser to an ad server to retrieve and display an ad on a webpage.
Ad Exchange: A digital marketplace where publishers and advertisers buy and sell inventory programmatically.
Ad Server: Technology used to store, manage, and deliver ads to websites, apps, or other digital environments (e.g., Google Ad Manager).
Ad Slot: The designated space on a webpage or app where ads are displayed
Ad Tag: HTML or JavaScript code placed on a webpage to request and display ads via an ad server.
Ads.TXT: A file defined by the IAB (Authorized Digital Sellers) that allows publishers to declare which companies are authorized to sell their inventory.
Ad Unit: The defined ad placement and/or size used within an ad server to deliver ads into a slot
API (Application Programming Interface): A set of protocols and tools that allow systems and platforms to communicate and share data.
Attribution: The process of assigning credit to marketing touchpoints that lead to a conversion.
Back-Up Image: A static image used when rich media or animated creative fails to load.
Below The Fold (BTF): Different screen sizes define when an ad falls below the fold, which are called Break Point; however, users have to scroll down the page to view content lower on a webpage.
Behavioral Targeting: Targeting ads based on a user’s browsing behavior and activity.
Below The Fold (BTF): Content or ads that appear below the visible portion of a webpage and require scrolling.
Bounce Rate: The percentage of visitors who leave a website after viewing only one page.
Click: A user interaction with an ad that typically leads to a landing page.
Click Through Rate (CTR): The ratio of clicks to impressions, indicating ad effectiveness.
Click Tracker: A tracking URL or code used to measure clicks on ads or links.
Close Button: A control that allows users to dismiss or close an ad.
Connected TV (CTV): Ads delivered via internet-connected television devices (e.g., Hulu, Roku).
Contextual Targeting: Serving ads based on the content of a webpage rather than user data.
Conversion: A desired user action such as a purchase, sign-up, or download.
Cookie (First-Party / Third-Party): Small data files used to track user behavior across sessions or websites.
Cookieless Targeting: Targeting methods that do not rely on third-party cookies.
CPA (Cost per Action): Pricing model where advertisers pay when a specific action is completed. CPA Formula = Total Number of Actions (divided by / ) Total Campaign Cost
CPC (Cost per Click): Pricing model where advertisers pay per click.
CPM (Cost per Thousand): This Pricing model, most commonly used) is based on cost per 1,000 impressions.
Deal ID: A unique identifier used in programmatic deals between buyers and sellers.
DFP (Dart for Publishers): Former name of Google Ad Manager, an ad serving platform.
Discrepancy: Differences in reported metrics between systems (e.g., ad server vs. DSP).
DMA (Designated Market Area): A geographic region used for targeting media campaigns.
DMP (Data Management Platform): A platform used to collect, segment, and activate audience data.
DSP (Demand Side Platform): A system that allows advertisers to buy inventory across multiple exchanges.
eCPM (Effective CPM): Revenue earned per 1,000 impressions across all campaigns.
Engagement Rate: Measures user interaction with an ad (clicks, hovers, expansions).
Entrance Page: The first page a user visits when entering a website.
Expandable Ad: An ad unit that expands beyond its original size upon interaction.
Fill Rate: The percentage of ad requests successfully filled with ads.
First-Party Data: Data collected directly from a company’s audience (e.g., site visitors).
Floor Price (Price Floor): The minimum CPM a publisher will accept for inventory.
FPS (Frames Per Second): The frame rate used in video or animated creative.
Frequency: The number of times a user is exposed to an ad.
Frequency Capping: Limiting how often a user sees the same ad.
GDPR / CCPA: Privacy regulations governing data collection and user consent.
Header Bidding: A programmatic technique where multiple demand partners bid simultaneously before the ad server call.
Homepage: The main or front page of a website.
IAB ( Interactive Advertising Bureau ): Organization that sets standards and guidelines for digital advertising.
IDFA / GAID: Mobile device identifiers used for tracking users on iOS and Android.
IMP (Impression): A metric representing one instance of an ad being served. also known as eye-balls on an ad slot/ad unit.
In-Banner Video: Video ads that appear within a display ad unit.
Initial Load: The portion of an ad that loads with the webpage.
Insertion Order (IO): A contract outlining campaign details, pricing, and terms. Insertion Orders (IO) outlines the the products purchased, such as sites, ad sizes and IMPs, flight dates, Cost Metric and dollar value by placement (CPM, CPA, etc.), as well as outlines Terms & Conditions.
Interstitial: A full-screen ad that appears between content transitions.
IP Address: A unique identifier assigned to a device connected to the internet.
KPI (Key Performance Indicator): Metrics used to evaluate campaign performance.
Landing Page: The page a user lands on after clicking an ad.
Lookalike Modeling: Identifying new audiences similar to an existing customer base.
Makegood: Additional impressions provided to compensate for underdelivery.
Native Advertising: Ads designed to match the look and feel of surrounding content.
Open Exchange (Open Auction): A public marketplace for buying and selling ad inventory.
Overlay: An ad that appears on top of webpage content.
OTT (Over-the-Top): Streaming content delivered over the internet without traditional cable.
Pixel (Tracking Pixel): Code used to track user actions and conversions.
PMP (Private Marketplace): An invite-only programmatic marketplace.
Preferred Deal: A fixed-price deal with priority access to inventory.
Programmatic: Automated buying and selling of digital advertising using software.
Programmatic Guaranteed: A fixed, guaranteed programmatic deal between buyer and seller.
QA (Quality Assurance): Testing ads to ensure proper functionality and delivery.
Ranking: Position of content in search engine results.
Real-Time Bidding (RTB): Buying and selling ads in real time via auction.
Referring URL: The URL a user came from before visiting a site.
Results Page: A page displaying search engine results.
Rich Media: Interactive ad formats that engage users beyond standard display.
Roll-Over (Mouseover): When a user hovers over an ad to trigger interaction.
RON (Run of Network): Ads served across an entire network of sites.
ROS (Run of Site): Ads served across an entire website.
RFP (Request for Proposal): A document used to solicit campaign proposals.
Screenshot: Visual proof of ad placement or delivery.
SDK (Software Development Kit): Tools used to build applications for devices or platforms.
Social Media: Platforms used for content sharing and audience engagement.
SOV (Share of Voice): The percentage of total inventory an advertiser occupies.
SPO (Supply Path Optimization): Optimizing the path through which inventory is purchased.
SSP (Supply Side Platform): A platform used by publishers to sell ad inventory.
Terms & Conditions (T&Cs): Legal guidelines governing advertising agreements.
Third-Party Data: Data collected from external sources for targeting purposes.
Trafficking: The process of setting up and managing campaigns in an ad server.
UGC (User Generated Content): Content created by users rather than brands.
User Initiation: When a user actively engages with an ad.
Viewability Rate: The percentage of impressions that meet viewability standards.
Viewable Impression: Based on MRC Viewable Ad Impression Measurement Guidelines this is defined as an ad impression served in the viewable space of the browser window, on an in-focus browser tab, based on pre-established criteria such as the percent of ad pixels within the viewable space and the length of time the ad is in the viewable space of the browser.
VCR (Video Completion Rate): The percentage of video ads watched to completion.
Wrapper (Header Bidding Wrapper): Technology that manages multiple header bidding partners in one auction.
Yield Management: The practice of optimizing inventory and demand to maximize revenue.
