Ad Serving: the technology and service that places advertisments on websites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns...
ad space - the space on a Web page available for advertisements.
Advertiser: Any individual or entity purchasing online advertising space including agency media buyers, OEM media buyers, and sole proprietors
advertising network - a network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.
affiliate - the publisher/salesperson in an affiliate marketing relationship.
Agency: An organization beholden with the responsibility to design, produce and manage the advertising for its customers. Agencies that handle digital creative and online campaigns are typical called interactive agencies. Many agencies handle both interactive and traditional media.
animated GIF - a graphic in the GIF89a file format that creates the effect of animation by rotating through a series of static images.
banner ad - a graphical web advertising unit
click-through - the process of clicking through an online advertisement to the advertiser's destination.
click-through rate (CTR) - The average number of click-throughs per hundred ad impressions, expressed as a percentage.
cost-per-action (CPA) - online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.
cost per click (CPC) - the cost or cost-equivalent paid per click-through.
CPM - cost per thousand impressions.
Geo Targeting: Serving of ads to a particular geographical area or population segment.
home page - the main page of a Web site.
impression - a single instance of an online advertisement being displayed.
interactive agency - an agency offering a mix of Web design/development, Internet advertising/marketing, or E-Business/E-Commerce consulting.
interstitial - an advertisement that loads between two content pages.
Keyword: A word or phrase used to focus an online search and to target advertising. Advertisers can purchase keywords on search engines to guarantee that their website information is displayed prominently and/or display an associated creative.
Make-Good: Impressions not delivered. If 600,000 impressions are bought and only 200,000 are delivered, the make-good is 400,000. Make-good impressions typically run in the month following the end of flight date or are credited to the campaign invoice.
Media Buyer / Media Planner: An individual working directly for an advertiser, or for an advertising agency, charged with the responsibility of purchasing advertising space.
Media plan - the distribution of a business's advertising budget to different advertising mediums.
media kit - a resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.
page view - request to load a single HTML page.
pay per click (PPC) - online advertising payment model in which payment is based solely on qualifying click-throughs.
Publisher: An individual or entity selling online advertising space, including portal media planners,
rectangle ad - any one of the large, rectangular banner sizes suggested by the IAB. Most often size 300x250.
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 increases.
run of network (RON) - ad buying option in which ad placements may appear on any pages on sites within an ad network.
run of site (ROS) - ad buying option in which ad placements may appear on any pages of the target site.
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
search engine optimization - the process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search. Otherwise known as SEO.
Share of Voice (SOV) - A Share of Voice is a brand's or group of brands' advertising weight expressed as a percentage of a defined total market or market segment. (In our case, how much space an agency or advertiser has purchased within a given site as a percentage of total space.
skyscraper ad - an online ad vertical banner – usually size 160x600.
sponsorship - advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.
text ad - advertisement using text-based hyperlinks.
Third Party Serving: The task of managing the frequency capping, redirection and accounting of advertising events between publishers and advertisers.
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 visitors computer.
URL - location of a resource on the Internet. (Universal Resource Locator)
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