Online Advertising Ad
Terminology: Ad Terms Part 3
specifications for online ad networks, adserver, ad management
and ad server software and services. Ad definitions and ad terms do not
necessarily represent the common or complete meaning of the
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Advertising price list. Rates to buy and sell advertising space
on an ad network.
Reach: The total
number of people who will see a given ad. Percent of Unique
process of forwarding a call for a creative to another server
based on availability and frequency capping, among other
Referral: A new
member of the ad network (either a publisher or advertiser)
referred directly by a current member through a button link or
Refresh: To reload
the same web page.
Release Date: The
actual day an Ad Cycle begins.
Remnant Space: web site ad space
that is relatively undesirable and is often resold to a third
party to be filled with low dollar advertising.
Rep Firm: Company
that represents advertising sold on a web site, often
Request for Proposal
(RFP): A request to provide a competitive proposal to
handle a particular campaign for publication. The best
proposal is typically awarded a contract to perform the
Return on Investment
(ROI): The actual or perceived future value of an expense
or investment. Ad campaign ROI is a metric that attempts to
determine what the advertiser receives in return for the cost
of the advertising, usually in terms of new sales. The
difficulty in determining ad campaign ROI is tied to the type
of online campaign used.
Rich Media: A general
term used to describe advances in online creative that take
advantage of enhanced sensory features such as animation,
audio and video. Rich media takes many different digital file
forms. The serving of rich media creative can require more
bandwidth and software modifications for older systems. Rich
media creative will become more useful as user bandwidth
Rotating: A single Ad
Spot will display a different Adverstisement upon each calling
of the page.
Refers to a rotation of your ad throughout a specified group
of pages (Group A, B, or C). Advertisers are given more
control by selecting the group desired (from the
pre-designated groups available) and then selecting the number
of total monthly impressions to be delivered. The system then
delivers a random rotation throughout only the group of pages
Run-of-Network (RON): A
campaign buy that distributes creative to all or most of a
network of publisher web sites with no targeting or other
filtering applied, other than standard frequency capping.
Run-of-Network campaigns provide Advertisers with the greatest
reach at the lowest cost.
ROS (Run of Site) -Provides the
advertiser with the opportunity to reach a broad audience by
running ads throughout a web site. There is, however, no
specific targeting in this model.
Search Engine -
A program that acts as a catalog for the Internet. Using
keywords, search engines to help a user locate their desired
information. Examples: Yahoo, Google, Overture, Alta Vista,
Lycos, and Excite.
real-time, controlled distribution of advertising creative to
publisher web sites.
Single Pixel GIF
(SPG): See Tracking
Targeting: A simple way to target advertising by the
primary use of a web site (to buy or sell, to get information,
to be entertained). Site function targeting is complementary
to traditional category targeting.
SkyScraper Ad: An online
ad significantly taller than the 120x240 vertical banner.
Splash page: A highly expressive page
between an advertisement and an advertiser's web site that
often provides product information. Some splash pages
automatically jump to another page on the advertiser's web
site after a certain amount of time has elapsed.
long term advertising relationship that typically involves the
payment of a fixed fee to display a banner or other graphic on
a web site, or be included in an email newsletter. Integrates
an advertiser's message with content on an exclusive or
non-exclusive basis. Identified by "Brought to you by..." or
"Sponsored by..." messages.
Stats: Data about
the use of a web site or the effectiveness of an ad campaign.
Make sure your ad server software provides real time stats
like Ad Server
performance metric based on the ability of a web site to hold
a visitor's attention. A web site's stickiness is average
duration per user session or per unique visitor.
web site ad space available for purchase. Surplus inventory is
Advertising sequence in which a visitor receives ads from one
advertiser throughout an entire site visit.
Tag: HTML fragment
that enables a web site to serve an impression.
process of delivering an advertiser's ad to the user through
either content matching, profiling, or filtering.The control
of the distribution of ad creative to only those web sites or
those users that fit within the particular targeting
parameters. Targeting has the potential to dramatically
improve the advertiser's ROI.
Text Ad: Advertisement
using text-based hyperlinks.
Auditing: The use of an independent serving authority to
provide the definitive accounting of the execution of an ad
campaign. The campaign contract is usually written so that the
auditor's numbers are final, rather than those of either the
advertiser or publisher. Third party auditing is sometimes
performed by a separate enterprise than third party serving,
thus involving a total of four parties. If third party remnant
space or affiliates are involved, the total number of entities
involved in a single interactive advertising event can be five
Third Party Serving:
The task of managing the frequency capping, redirection
and accounting of advertising events between publishers and
collection and automated analysis of data associated with the
serving of digital creative. Tracking provides the frequency
control, accounting, stats data and anti-fraud components of a
number and types of people who come to a website. Measured in
many different ways. Traffic is the currency of online
success, but is not the only factor. Massive, low grade
traffic to a web site with poor content will inevitably result
in failure. To an ad network Traffic Management is the ongoing
effort to balance Publisher inventory with booked campaigns.
Tracking Pixel: The
method used to track post-click actions. A small piece of HTML
code is placed in the advertiser's action page. This causes a
clear, single pixel GIF image (1X1) to be loaded which counts
the action if a corresponding tracking cookie exists on the
Another term for the automatic loading (pop) of a new browser
window containing the advertiser's content.
Delivery of less impressions, visitors, or
conversions than contracted for a specified period of
Unique Users: Users
marked by either a Global User ID (GUID) or a cookie in the
form of an ID that is attached to a user's browser. Unique
users do not include repeat users during a specified session.
Locator (URL): an HTTP address used by the World Wide Web
to specify a certain site. It usually begins with "http://".
Every file and page on the Web has a unique URL.This is the
unique identifier, or address, of a web page on the
Unique Page Views: The total number of
unique pages on a web site by a unique visitor.
Unique Visitor and User Session: A
unique IP address visiting a web site for the first time in a
specified period. Unique visitor is more often associated with
long periods of time, such as a month. User session is more
often associated with shorter periods of time, such as 30
minutes. Both are valuable traffic metrics for many web sites.
Frequency control in ad campaigns is a function of unique
visitor and user session definitions.
Banner: A banner ad measuring 120 pixels wide and 240
The use of a self-perpetuation mechanism, such as a referral
or affiliate program, to grow a user base in a manner similar
to the spread of a virus. Good viral marketing campaigns have
Web Page: The
traditional presentation of information online. web sites are
made up of web pages, analogous to the pages in a book. If
frames are used, multiple pages can be displayed at the same
time, resulting in multiple Page Views.
individual responsible for the management of a web site. See
Web Site: A
virtual location online designated by a unique URL. A web site
is made up of one or more web pages.
Categories: System of grouping based on content or
demographic interests. These may include automotive, Internet,
financial sites, etc.
Web Site Profile:
Details that may include historical demographic and
psychographic information about visitors to the web site, or a
X Y Z
Targeting: Real-time geographic targeting of
advertisements based on the zip code of the user.