Glossary

creative: the actual image of the advertisement that is displayed

publisher network: a network that manages programmatic ads on behalf of publishers

vCPM: advertisers only pay when an ad is served and measured as viewable

CPA: advertisers only pay per lead generated

CPC: advertisers only pay for this kind of ad when a reader actually clicks on it

CPM: ads are sold at a flat rate for every 1,000 impressions

redirects: a fraudulent ad that redirects the user to some other place on the internet

in-screen ads: stick to the bottom of the page and stay there as the viewer scrolls

in-image ads: appear at the bottom of an image

in-line ads:  designed to appear within content

editorial advertising: allows a guest video on a page and the publisher receives revenue from the pre-roll ads on that guest video

anchored units: ad that stay at the bottom of the reader’s screen while they scroll

interstitials: ads that overlay content

rich media ads: technologically advanced ads that have motion or some kind of animation

in-banner video ads: a video ad that runs in a display slot

pre-roll ads: a video ad that runs before the video content

video ads: an ad that is a video. May be a pre-roll ad or in-banner video.

native ads: ads designed to look like the site they are on

pay per performance: the publisher is only paid when a visitor clicks on the ad standard display ads: usually images that promote some type of product or service

controls: criteria set by publisher for the ads they want displayed on their webpage

premium direct: gives buyers a first look at inventory

private exchange: invite-only exchanges. inventory is sold at a slightly higher price than RTB auctions

RTB (Real Time Bidding): Eliminates the need for a face to face relationship between buyers and sellers. Everything is processed programmatically.

viewability: how visible an advertisement is to a reader. International Advertising Bureau sets standards of viewability. A static ad must be on the screen for at least 1 second to be considered viewable. Video must be viewable for 2 seconds.

demand side platforms: allows buyers to manage multiple ad exchanges and ad exchange accounts through one interface

frequency caps: limits the number of ads a visitor sees in a given period of time

targeting: advertisers attempting to target a demographic based on specific criteria
programmatic advertising: the buying and selling of digital inventory on a pre-programmed basis

Google Adwords: technology developed by Google that allowed the company to control ads directly

guided user Interface: allows for the sale of ad space on multiple websites at one time

insertion order: carries the terms for how advertising campaigns are to be carried out

passback: passing on an impression to another ad exchange when it wasn’t sold in the first exchange

remnant: an ad that is unsold after going through several exchanges. it is sold for a very low price, often for around $0.001.

ad exchange: a technological platform that allows the buying and selling of digital inventory

ad network: a company that connects website owners to advertisers

ad call: script included at the top of each web page that sends a request for ads while the page loads

ad tag: the ad code in the body of your site code that dictates where an ad will appear

ad providers: anyone or any entity that is buying an ad and providing the creative

ad server:  the meeting place of advertising code and ad providers

cookies: small data files stored on your computer that allow websites to identify you

inventory: multiple impressions bundled together

impression: a unique opportunity to sell an advertising space on a website

click-through rate (CTR): number of people that clicked an ad compared to the total number of people who saw the ad

yield optimization: making the most money possible for the impressions a publisher has

CPM: cost per thousand impressions

eCPM: effective cost per thousand impressions

RPM: ad revenue per thousand impressions

responsive template: a template coded so it can respond to the device a person is viewing it on

second price auction: in programmatic advertising, the person who bids the highest wins but they pay the price of the second highest bidder plus one cent

lead: a prospective customer

malware: any type of code that doesn’t do what it’s intended. often it is trying to hijack the ad call or ad process.

Trojan: a malicious computer program disguised as useful and legitimate software.

virus: a program or code that is loaded onto your computer and runs without your knowing

out-stream videos: streaming a video from an outside source and the video is played in-line

direct deal: a brand knows they want to advertise with a certain publisher so they contact them directly

Retargeting: serving ads to readers that have already come to your website

Header bidding: Gives multiple groups of advertisers the chance to bid on impressions at the same time. The increased competition means higher purchase prices and higher quality ads.

Second-price auction: the highest bidder wins, but the price paid is the second-highest bid price.

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