Digital Advertising Glossary

A/B Testing

A statistical method used in marketing, product development, and other fields to compare two versions (A and B) of a variable, typically a webpage, advertisement, or product feature, to determine which performs better.

Accupixel

An optional feature in Indie Ads Manager (IAM) that loads tracking pixels after an ad item is loaded. This helps ensure that an impression is genuine.

Ad Blocking

Ad blocking refers to software and techniques that prevent ads from being displayed to a user through their web browser. The use of "private" or "incognito" modes on certain web browsers may also limit the amount of information that can be associated with a user for the purpose of ad targeting, as these modes limit the amount of data that can be stored and read from cookie files.

Advertiser

An entity that provides ads. This is usually a company that wants to promote its product or service. In the IAM platform, the Advertisers section is where you create and manage campaigns, as well as view ad statistics.

Each advertiser has a Unique ID called advID, which you can see on your browser's address bar when you're in that advertiser's record.

Ad Attribution

The process of determining the user action(s) that led to the desired outcome between the click of the ad and the conversion. Ad attribution helps us understand how marketing tactics - and the subsequent customer interactions - contribute to sales and other goals.

Ad Blocker

A software application or browser extension that prevents ads from being displayed on websites. Users will use this technology to improve their online experience by blocking unwanted ads.

Ad Exchange

An online marketplace where advertisers and publishers buy and sell ad inventory. Ad exchanges facilitate real-time bidding (RTB) and allows advertisers to reach a wide range of publishers through a single platform.

Ad Format

The layout and structure of an advertisement. Ad formats can vary from a simple text or image ad to a more complex format like interactive ads and native ads that seamlessly blend with your editorial content.

Ad Fraud

Ad fraud encompasses activities aimed at manipulating ad campaigns for dishonest gain, such as generating fake clicks or impressions to inflate costs or deceive advertisers. Scammers generally implement bots for these frauds. Combatting ad fraud is crucial for maintaining the integrity of digital advertising campaigns.

Indie Ad Manager has measures in place that helps ensure the impression and click data is correct.

Ad Item

An individual ad. Ad items have a variety of formats, including text, images, and video. Each ad item has a unique ID called bannerID, which you can see on your browser's address bar when viewing that ad item's properties.

Read More: Understanding ad items

Ad Load Time

The amount of time it takes for an ad to fully display on a user's screen after the ad request is made. Faster ad load times are essential for providing a positive user experience and reducing bounce rates.

Ad Network

A company or platform that connects advertisers and publishers. Ad networks provide a pool of ad inventory and help advertisers reach their target audience across various websites and apps.

Ad Ops (Ad Operations)

Ad Operations, aka ad ops, involves the management and execution of digital advertising campaigns. Ad Ops professionals oversee the technical aspects of ad delivery including ad trafficking, tracking, and optimization.

Ad Refresh

An ad refresh refers to the automated process of an ad unit reloading on a page, based on predefined factors specified by a publisher - such as an action taken by a user, their scroll-depth on a page, or the amount of time they spend on a page.

When an ad refresh takes place, a new ad impression is generated, allowing another round of bidding to take place in stances where programmatic advertising is being used by the publisher.

Ad Request

A call sent by a zone tag to the IAM server asking for an ad to display. This triggers whenever the zone tag is loaded; either when the page loads, via a script event, or as a result of a user-initiated action.

Ad Tech

The collection of technologies and services used to deliver ads online.

Ads.txt

A file that publishers use to list the authorized digital sellers for their ad inventory, helping prevent fraud.

Read More: IAB Tech Lab: ads.txt Specification Version 1.0.2 (IAB.com)

AMP (Accelerated Mobile Pages)

A web component framework and a website publishing technology developed by Google which has the mission to "provide a user-first format for web content".

API (Application Programming Interface)

An interface that enables third party developers to create apps that connect with proprietary web applications. Usually included in Software Development Kits (SDKs), APIs enable the automated serving of ads.

ATF (Above the Fold)

ATF refers to the portion of a webpage that is immediately visible to users without scrolling.

In the context of advertising, ATF ad placements are considered prime real estate because they are highly visible and typically command higher prices.

Backfill

The reserve ad items that are used when there are no ads that fit the requirements of one or more zones. Similar to a default ad, backfill usually comes from a programmatic source.

Banner Ads

A banner ad is a graphical advertisement typically displayed on a webpage. Banner ads come in various sizes and formats and it used to convey a message or promote a product or service. Banner ads are a common form of display advertising.

Bid Request

A request from a publisher for an ad from an ad exchange. Advertisers bid on these requests in real-time.

Bidding Strategy

The process of determining how much an advertiser is willing to pay for an ad placement.

BTF (Below the Fold)

BTF refers to the portion of a webpage that is not immediately visible when a user first loads the page. In order to view an ad located below the fold, a user would need to scroll down, because of this, these ads are generally considered less visible and therefore less valuable than those placed above the fold.

Call to Action

A marketing term that refers to the next step that a marketer wants a reader to take. A call to action will ask a user to perform a specific action, like signing up for a newsletter or becoming a paid subscriber.

Campaign

A collection of ad items. Grouping ad items into a campaign makes it much easier to assign them into a zone or a channel all at once. Ad items in a campaign also share a schedule and overall are treated as one placement.

Each campaign has a unique ID called campaignID, which you can see on your browser's address bar when you're in that campaign's section.

Read More: Understanding campaigns

Channel

A group of zones that exist in one or more publishers. These zones are related either by their content or type, such as an HTML5 zone or a VAST zone. Channels make it easy to assign ad items or campaigns to multiple zones at once.

Each channel has a unique ID called channelID, which you can see on your browser's address bar when you're in that channel's section.

Read More: Understanding channels

Click

This is simple a unit for the number of times a link was clicked in a given period.

CTR (Click-Through Rate)

The percentage of people who click a link, showing how engaged your audience is with your content.

Click-Through Rate = (Total Links Clicked/Total Emails Delivered) x 100%

Conversion

A unit representing the goal of your campaign. Viewing and clicking on the ad are not enough; the goal must also be achieved for a conversion to be counted. Say you want people who see your ad to buy your product by clicking on the ad to go to your online store. In that case, a conversion will be counted only when a customer views your ad, clicks on the ad, and makes a purchase. IAM's conversion tags track conversions.

CPA and eCPA (Cost per Action)

CPA stands for Cost Per Action. It's the industry term for the price of one action directly resulting from clicking on an ad, such as the viewer buying the advertised product or signing up for the promoted service. Advertisers set the CPA for their ads or campaigns.

In contrast, the Effective CPA or eCPA is a metric that shows the performance of an ad or campaign within a period. Its formula is ad revenue/number of actions obtained. Publishers can use the eCPA to compare changes in ad performance and improve their site or network strategy. You can view the eCPA of an ad or campaign by creating a custom report.

CPC and eCPC (Cost per Click)

CPC stands for Cost Per Click. It's the industry term for the price of one click on an ad. Advertisers set the CPC for their ads or campaigns.

In contrast, the Effective CPC or eCPC is a metric that shows the performance of an ad or campaign within a period. Its formula is ad revenue/clicks obtained. Publishers can use the eCPC to compare changes in ad performance and improve their site or network strategy. You can view the eCPC of an ad or campaign by creating a custom report.

CPM and eCPM (Cost per Mille)

CPM is short for Cost Per Mille. It's an industry standard for how ad impressions are priced. A CPM price denotes the price for 1,000 impressions. Advertisers set the CPM for their ads or campaigns.

In contrast, the Effective CPC or eCPC is a metric that shows the performance of an ad or campaign within a period. Its formula is (ad revenue/impressions obtained) * 1000. Publishers can use the eCPM to compare changes in ad performance and improve their site or network strategy. You can view the eCPM of an ad or campaign by creating a custom report.

Creative

The displayed part of an ad item, such as text, an image, or a video.

Each creative you upload to your Media Library has a unique ID called creativeID, which you can see on your browser's address bar when viewing that creative's properties in the Media Library.

Read More: How to upload ad creative

CSS (Cascading Style Sheets)

CSS is a design language that works with HTML to create everything that you see when you look at something on the internet. With CSS, you can control how things look by adding style to plain HTML elements, giving them color, changing fonts, controlling layout, spacing of content, and other decorative features.

CVR (Conversion Rate)

CVR stands for Conversion Rate, or the ratio of conversions to clicks in a given period. For more information, read about the metrics and other information in a custom report.

Default Ad

The ad item that will show when there's no ad that fits the requirements of a zone. This is usually a programmatic ad or an in-house ad, i.e. one that promotes the publisher itself.

Read More: House and default ads

Display Ad

A display ad is a form of online advertising that uses visual elements such as images, graphics, and text to convey a promotional message. Display ads are designed to attract the viewer's attention and encourage user engagement.

Display ads come in various formats, including static images, animated GIFs, and videos. They are often used to increase brand awareness, drive website traffic, and promote products or services.

DSP (Demand-Side Platform)

A software platform that allows advertisers to buy and manage ad inventory from various sources programmatically.

Display Advertising

The delivery of graphical ads (like banner ads) on websites and apps.

Dynamic Creative

The process of creating ads that are personalized for each individual user, often using real-time data to tailor the message.

Email Ad

An email ad is an advertisement sent via email. These ads can include images, text, links, and other elements designed to promote products or services.

Engagement

A measurement for how users interact with an ad. It can include actions like clicks, shares, comments, likes, and video views. High ad engagement is an indicator that the ad is resonating with your audience.

First-Party Data

The valuable data collected directly from users by a company or organization. First-party data includes information such as user behavior on a website or app, registration details, and purchase history.

Frequency Capping

The process of limiting the number of times that an ad is shown to a user, ensuring they aren't overwhelmed by repeated ad exposure.

GAM (Google Ad Manager)

Formerly DFP (DoubleClick for Publishers), GAM is an ad serving platform run by Google that streamlines your ad management whether you deliver ads to websites, mobile webpages, mobile apps, games, or a combination of devices.

GDPR (General Data Protection Regulation)

The legal framework that sets guidelines for the collection and processing of personal information from individuals who live in and outside of the European Union (EU).

Read More: GDPR Definition and Meaning (Investopedia)

Header Bidding

A programmatic technique that allows a group of advertising sources to bid on a publisher's inventory of zones in real time. The bidding can occur hundreds of times in the brief moment before a web page loads in a viewer's device.

Home Page Takeover

An online advertising practice where advertisers obtain all the zones on the most viewed page or pages of a website. This locks out competition and is also used to present a themed set of ads at once. You can implement this technique using IAM's roadblocks feature.

HTML (Hyper Text Markup Language)

HTML is the standard markup language for creating webpages. It is the raw data that a webpage is built on, serving as one of the most basic building blocks of every website. HTML determines the structure of webpages, including all text, links, cards, lists, and buttons.

HTML consists of a series of elements, which are used to enclose or wrap different parts of the content to make it appear or act in a certain way. These elements label pieces of content such as headings, paragraphs, links, and more, instructing the browser how to display the content.

Read More: HTML introduction (W3 Schools)

HTML5

HTML5 is the newest version of HTML. It was designed to cut out the need for non-standard proprietary technologies, like Adobe Flash, which required users to install browser plugins.

IAB (Interactive Advertising Bureau)

Founded in 1996, the IAB is a trade group that empowers media and marketing industries in the digital economy. Their mission is to advance the industry by providing critical research, education on digital marketing, developing technical standards and solutions through the IAB Tech Lab, and advocating for members to legislators and policymakers. They are committed to professional development, diversity, and elevating the knowledge and skills of the workforce.

Read More: About the IAB (IAB.com)

Impression

The number of times a user has viewed an advertisement in a zone within a given period of time. In Indie Ads Manager, there are total impressions, eligible impressions, and viewable impressions.

Eligible: an eligible impression is recorded when an ad is successfully rendered to a webpage. This will only include types of ads that are able to be measured for viewability.
Viewable: a viewable impression is recorded when an ad is displayed in the user's viewport and meets the iAB criteria for a viewable impression.
Viewable Rate: this metric shows the percentage of viewable impressions out of all eligible impressions.
Total Impressions: an impression is logged whenever a zone tag makes a request for an ad and Indie Ads Manager's servers respond.

In-App Advertising

In-app advertising involves displaying ads within a mobile application.

In-Stream Ads

In-stream ads are video advertisements that appear within streaming video content, such as pre-roll ads that play before the main video content, mid-roll ads during video playback, or post-roll after the content. In-stream ads are common on platforms like YouTube.

Interstitial Ad

A full-screen advertisement that appears between content pages, often as a transition between different sections of a website or app.

Inventory

Also sometimes called "ad inventory", this refers to the total amount of ad space available on a publication's website, newsletter, app, etc.

KPI (Key Performance Indicator)

A measurable value that demonstrates how effectively a company is achieving key business objectives. For ad campaigns, KPIs could be impressions, clicks, conversions, etc.

Landing Page

The specific webpage that a user is directed to when they click on an advertisement. Landing pages are designed to provide more detailed information or facilitate a desired action, such as making a purchase or signing up for a newsletter.

Lazy Loading

Technology designed to delay the loading of website objects until they come into view within the visitor's visible area. The deferred loading approach for ads ensures that ad content or scripts are loaded only when the user scrolls to the position where the ad should become visible, optimizing the user experience and providing website efficiency.

Lead

A lead is a person or a business that indicates they are interested in your product or service. An “inbound” lead is when someone reaches out to you. An “outbound” lead is someone you have reached out to yourself. This is just scratching the surface of leads, there is a lot to learn about the different types of leads and how to generate them.

Macro

A short snippet of code that triggers IAM to perform a set of functions, such as adding data to creatives, recording viewer information, or tracking ad performance.

Media Library

The Media library is where you can upload ad creatives such as images and zip files to our servers.

Mobile Ad

An ad specifically designed to be displayed on mobile devices.

Native Ad

An advertisement that blends seamlessly with the content and user experience of the platform on which it appears.

Placement

The details and statistics related to a zone assignment.

Priority

The ad server priority is the order in which ads are delivered to a webpage from an ad server.

Read more: What is priority

PMP (Private Marketplace)

Private ad exchanges are a way for publishers to participate in real-time, auction-based online ad market with third party ad networks. This is a more direct, yet still programmatic approach to selling inventory.

Programmatic Advertising

The use of software to automate the buying and selling of ad space. This streamlines the process and allows for more precise targeting and real-time bidding (RTB).

Publisher

An entity that owns a website or an app that has space (aka zones) for ads. Publishers can own anything from small blogs and apps to major news sites and social media networks.

Each publisher has a unique ID called publisherID, which you can see on your browser's address bar when you're in that publisher's section.

Read More: Understanding publishers

Recipient

An email recipient is an individual who has opted-in to receive an email, they are the owner of the "to" email address. Email recipients are often referred to as contacts or subscribers.

RTB (Real-Time Bidding)

A process where advertisers bid on ad space in real-time. The highest bidder wins the opportunity to display their ad.

Rich Media

A term for advertising creative using advanced technology such as streaming video, downloaded programs that interact instantly with the user, and ads that change when the user's mouse passes over it.

RPM (Revenue per Mille)

Revenue per 1,000 impressions (RPM) represents the estimated earnings you'd accrue for every 1,000 impressions you receive. RPM doesn't represent how much you have actually earned; rather, it's calculated by dividing your estimated earnings by the number of page views, impressions, or queries that you've received - then multiplying by 1,000.

Schedule

The duration of an ad campaign, indicated by start and end dates.

By default, you configure a campaign's schedule at the campaign level, i.e. when creating an assignment, you will set only one schedule for all the ad items in the campaign. However, when creating a campaign, you can set its scheduling to the ad item level. This will allow you to create separate schedules for each ad item in the campaign each time you create an assignment.

Serving

The industry term for the act of displaying an ad on a website.

Sponsorship

At its most basic level, sponsorship is when a business or organization aligns itself with another (for-profit or non-profit) business or organization. The sponsor will typically provide funding in exchange for recognition. There are many different types of sponsorship including sponsored content, event sponsorship, newsletter sponsorships, campaign sponsors, etc. Not all sponsors are cash sponsors though. There are also in-kind sponsors, media sponsors, promotional sponsors, etc.

Standard Ad Unit

A common side and format for an ad, standardized by the Interactive Advertising Bureau (IAB). Common examples include banner ads, skyscraper ads, and button ads.

Static Weight

An integer that dictates how often an ad item or campaign should be served relative to other ad items or campaigns that are assigned to the same zone. For example, ad item A has a weight of 2 and ad item B has a weight of 1. If all other settings are the same, ad item A will serve twice as often as ad item B.

SSP (Supply-Side Platform)

A software application or platform that enables publishers to manage their ad inventory and maximize revenue from digital advertising.

Targeting

A method of serving ads to or excluding ads from a group of audiences based on parameters such as keywords, geography, or device.

By default, you configure targeting options at the campaign level, i.e. when creating an assignment, you will configure only one set of targeting options for all the ad items in the campaign. However, when creating a campaign, you can set its targeting to the ad item level. This will allow you to configure separate targeting options for each ad item in the campaign each time you create an assignment.

Third-Party Data

Data collected by entities that don't have a direct relationship with the user. This data is typically aggregated from various sources and used to enhance audience targeting.

Tracking Pixel

Tracking pixels are snippets of code that allow advertisers to record how viewers interact with ads. There are three main types of tracking pixels: Impression, Click, and Conversion tracking pixels.

All three types are based on the same technology. When the tracking pixel loads - either through Javascript or an HTML element - the server to which the pixel is connected records an event. Whether that event is an impression, click, or conversion depends on the tracking pixel. A service such as IAM can then track the recorded statistic.

Underwriting

Underwriting is a type of sponsorship when a business or organization gives money to support a project, program, event, initiative, activity, etc. In return, the business or organization typically receives some type of recognition. Some examples of underwriting are:

When a business pays for the brand development of a fundraising campaign
When a business sponsors a topic for a publisher like the Arts & Culture section
When a business covers the cost of branded merchandise

Video Ad

An ad that is delivered in video format. These can be standalone or inserted within video content (such as pre-roll, mid-roll, or post-roll ads).

Webhooks

Webhooks are used to receive data as it happens, they allow applications and services to submit a web-based notification to other applications whenever a specific event occurs.

Zone

A location on a website or an app where ads are served. Zones often have a defined area (width x height) that is measured in pixels.

Each zone has a unique ID called zoneID or SetID, which you can see on your browser's address bar when you're in that zone's section.

Zone Tag

A piece of code that is placed in the publisher's website that calls for ads to be displayed in a zone whenever a viewer loads the page.