Ad Network:An advertising network or ad network is a company that connects web sites that want to host advertisements with advertisers who want to run advertisements


Ad Product- A specific advertising opportunity on a website. Example: banners jump pages, pop-ups, splash pages and tickers.


Ad server:The place where all of the ads are being stored. The ad server typically is responsible for selecting the appropriate ad to serve by frequency control and targeting.


Ad Space:The space on a web page reserved to display advertising.


Ad View:See Impression, ad view is nothing but impressions.


Banner:An interactive online advertisement in the form of a graphic image that typically runs across the top or bottom of a web page, or is positioned in a margin or other space reserved for ads.


Browser:An application used to access files from the Internet. Such browsers include Internet Explorer, Netscape Navigator, Opera etc.


Business to Business (B2B):Businesses doing business with other businesses. The term is most commonly used in connection with e-commerce and advertising, when you are targeting businesses as opposed to consumers.


Cache Busting: The process of blocking the caching of certain files to guarantee new delivery from the external server for each page view. Cache busting is necessary for the successful execution on online advertising.


Campaign: A contracted agreement between an advertiser or advertising agency and either a publisher or a representative of a publisher. The campaign is specific to the creative to be published and the issue, or duration of the publication.


Cookie: A cookie is a file used to record and store a variety of information on a user's computer.


Cost per 1,000 Impressions (CPM):An advertising campaign pricing model based on an estimate of the number of impressions of a particular creative in a particular media at a particular time (TV) or issue (printed media). The vast majority of online banner advertising is priced using the CPM model. The "M" is the Roman numeral for 1,000. The cost is aggregated per thousand for convenience;


Cost per Action or Acquisition (CPA): An advertising campaign pricing model based on paying for direct results. The direct correlation between the action taken and the payment for the advertising that led to the action is desirable to advertisers. Also called Cost per Transaction.


Cost per Click-through (CPC):An advertising campaign pricing model base on paying only for those ads that experience a click-through.


Cost per Lead (CPL): A CPA pricing method that typically pays a fixed fee for the acquisition of a customer lead, such as a filled out form or an opt-in email address.


Cost per Sale (CPS): A CPA pricing method that typically pays a transaction percentage for the acquisition of a customer that makes a purchase.


Flight Dates: The time period, and associated start and end dates, over which an advertising campaign runs.


Frequency: The rate a particular user is exposed to a particular creative or a particular campaign during a single session or period of time. Frequency capping is essential to the success of online advertising campaigns to maximize creative effectiveness.


Geo Targeting: Serving of ads to a particular geographical area or population segment. Geo-Targetiing.


GIF= Graphic interchange format.


Host:The individual or web site that displays online advertising


Impression: Also called an ad or page impression. The display of a single creative to a consumer on a website. A single page view can have more than one impression if there is more than one advertising location on the page, or if dynamic ad rotation is used.


Inventory: The ad space available for sale on a website. Ad inventory is determined by the number of ads on a page, the number of pages containing ad space and an estimate of future page views. Also called ad availability.


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.


Media: The forms of publication. Traditional advertising media include newspapers, magazines, billboards, radio and television. Digital interactive advertising media started with the Internet, accessed at an indoor computer, but is quickly spreading to television, cellular devices and outdoor locations.


Page View: The number of times users request a web page. Page view is used interchangeably with page impression. The loading of a webpage by a browser. A single User Session may result in multiple page views and numerous Impressions.


Pay-per-Click: See Cost per Click.

Pay-per-Impression: See CPM.

Pay-per-Lead: See Cost per Lead.

Pay-per-Sale: See Cost per Sale.

Pixel: See Tracking Pixel.

Pop Up: An ad that displays in a new browser window

Publisher: An individual or entity selling online advertising space, including portal media planners, Webmasters and other ad networks. Publisher, web publisher, Webmaster and host are synonymous with respect to online advertising.

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 increases.

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.

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.

Serving: The real-time, controlled distribution of advertising creative to publisher web sites.

Surplus Inventory: web site ad space available for purchase. Surplus inventory is often Remnant Space.

Tag: HTML fragment that enables a web site to serve an impression.

Targeting: The 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.

Third Party 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 or more.

Third Party Serving:The task of managing the frequency capping, redirection and accounting of advertising events between publishers and advertisers.

Tracking: The 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 campaign.

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.

Under Delivery:Delivery of less impressions, visitors, or conversions than contracted for a specified period of time.

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.

Uniform Resource 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 Internet.

Web Page: The traditional presentation of information online. web sites are made up of web pages.

Webmaster: The individual responsible for the management of a web site.

What are Campaigns?
A contracted agreement between an advertiser or advertising agency and either a publisher or a representative of a publisher. The campaign is specific to the creative to be published and the issue, or duration of the publication. Online advertising campaigns are defined by a number of variables, including the digital creative, the duration or flight dates, the pricing program, the publishers to be used and any user targeting applied.

What are Regions?
Regions are very useful for organizing your zones. The number of regions you can define is unlimited, so you have the freedom to create as few or as many regions as you want. Most people like to create regions for all of the different web sites they advertise on so that they can easily see what web sites each zone they have is used on. You can even use regions to create a region for different categories or sections of your web site.

What are Zones?
A Zone is a name for a collection of ads that you want to rotate together. The number of zones you can define is unlimited, so you have the freedom to create as few or as many zones as you want.

Conversion pixel:

When a user/customer is converted to an authenticated customer through any means, say sign up process for a credit card, which means that they have converted from being a prospective customer to being an actual customer. So, to keep track of the number of such users, we associate a pixel called “Conversion pixel”.

Technically, once the customer hits the 'confirmation page', then it means that they have 'converted'. In order to be able to count this number of conversions, we place a pixel on the confirmation page of the website of our advertisers so that we can keep track. So, once the pixel is placed on the website, we need to set the Accipiter to track the count of those user/customer having converted up to 30 days after they have clicked through the banner (post-click) or just seen the banner (post-impression).

Background:  This pixel will be placed on an advertiser's landing page for the purpose of post ad click tracking. Tracking acquisitions, sign ups and purchases. It will also be used to help us pseudo-behavioral targeting. This allows us to cookie and later target users who have been to the advertisers site, but may not have signed up the first time.

Actions:  Get the "Advertiser ID (ADVERTSR.ADVID)". If the advertiser does not exist in the AdManager, you will have to create the advertiser. The ADVID will be on the confirmation page.  If the advertiser does exist and has a campaign, you can find the ADVID by viewing the history of that campaign and searching the page for ADVID.



Retargeting is an online marketing technique in which pertinent advertising is delivered to users after they leave a site. The idea is to offer marketers additional chances to convert a user into a customer. In retargeting, display ads follow a user around the Internet until they click on the advertisement and come back to the site intended. The technique can be particularly effective in pursuing consumers as they research a potential purchase.

Retargeting pixel:

A Retargeting pixel is like a conversion pixel in that it needs to be implemented on the website of the advertiser but, unlike the conversion pixel which is implemented on the confirmation page; the retargeting pixel is implemented on the landing page.

ContextProfile: This is a product line item that will always target all first-level categories that exist on our network.
ContextWeb?'s top-level areas are aggregated into one custom target, called "Channel: RON (1st level only)".

Creative loop for US targeting: US specification is 3 loops with a maximum animation time of 30 seconds



Above The Fold

Any area of a web page that is viewable without the viewer having to use the vertical scroll bar. Ad space in this area is usually more expensive since it is more likely to be viewed by the visitor

Acquisition Cost

The cost to an advertiser to gain a new customer. Advertisers take into consideration the amount of revenue potential from a potential customer over a life time in order to determine the maximum acquisition cost

Ad Flight

The duration of time for which an advertising campaign is live

Ad Network

An advertising company that usually serves as a broker between web site publishers and advertisers. Larger ad networks aggregate sites into general categories so that they can offer advertisers targeted buys. The majority of banner advertisements on the Internet are sold and served by ad networks.

Ad Server

A computer, normally operated by a third party, that delivers and tracks advertisements independent of the web site where the ad is being displayed. Use of an ad server helps establish trust between an advertiser and publisher since the statistics are maintained by a objective third party.

Ad Space

The space on a web page reserved for the displaying of advertisements. Typically at the top or bottom of a page or if a small advertisement in the right or left column. The most desirable ad space is above the fold.


Audience Deficiency Unit


To communicate information through print and digital media about a company's product or service. The information is usually targeted to those the company believes have the most interest in the product or service.

Affiliate Marketing

A type of advertising system based on the CPA payment method whereby web sites run advertiser's banners for free but get paid on any sales or registrations that result from visitors that click on the banner.

Affinity Marketing

Any marketing effort including email promotions, banners or offline media aimed at consumers on the basis of established buying patterns. For example a book store might send an email advertisement to all customer who had previously bought mystery books with a headline of "New mystery books released this week."


An advertising company that represents other companies by providing advertising related services such as planning, creating, buying and tracking an advertisement on behalf of their client.


Stands for attention, interest, desire, and action (AIDA). This is a historical model of how advertising works, by first getting the consumer's attention, then their interest, etc


Ajax is the acronym for Asynchronous JavaScript and XML

Alt Text

Short for alternative text (Alt Text). Alt text is HTML code that allows an HTML coder to add text to a graphic that is visible to those that have images disabled or those that hover their mouse over a banner advertisement. Often used by advertisers to reinforce a message or call someone to action such as: "Click Here".


A program written in Sun's Java programming language which allows viewing of simple animation on web pages.


Business to business (B2B) is a business model by which a business's main customers are other businesses. Common B2B web sites include online marketplaces where companies can buy raw materials, supplies & equipment


Business to consumer (B2C) is a business model in which a business's main customers are consumers. Common B2C web sites include online stores selling books, music & videos.


The process of planning, creating, buying and tracking an advertising project from start to finish

Click Rate

The percentage of impressions that resulted in a click through. Calculated by dividing the number of clicks by the number of impressions. For example if a banner was click on 13 times after being displayed 1000 times, the banner would have a click rate of ( 13 ÷ 1000 = .013 ) 1.3%. This is also commonly know as a banners click through rate.

Click Through

The action of clicking on a banner and having ones browser automatically redirected to the web page a banner is hyperlinked to.

Click stream

The path a visitor takes while navigating from site to site or from page to page within a web site. Useful to publishers to see what path people are taking before leaving their site.


Content Management & Strategy (CM&S) is a term often used in web banner advertising.

Contextual Advertising

Contextual Advertising is also known as content-targeted advertising, which means that an advertisement is shown on a web site that is "in context" to a company's specific product or service

Copy Writing

The process of writing text for an advertisement that gets readers attention, generates interest and desire and prompts action


The cost per targeted thousand impressions (CMPT) is the same as CPM but used when referring exclusively to a targeted campaign.


A deceptive advertisement is one which contains a representation, omission, act or practice that is likely to mislead consumers acting reasonably under the circumstances. In order to fall under regulation, the claim must be material.


Term used by ad networks to describe a type of banner that is served to a site when no paying banner is available. Usually a PSA type of advertisement unless the ad network permits publishers to specify their own default advertisement.

Direct Marketing

The process by which an advertiser sends their advertising message directly to their customers or potential customers. Two popular forms of this are direct marketing by telephone and mail

Direct Response

A type of advertisement that allows recipients to respond directly to the sender to order a product/service or get more information. Common methods of response include mail, telephone and email


A domain name server (DNS) is a computer on the Internet that helps to translate domain names into IP addresses. Without it web sites could not be found when typed into a browser.


Abbreviation for earnings per click. Calculated by dividing the total earnings from click thorough by the number of clicks.


Abbreviation for earnings per visitor. Calculated by dividing the total earnings from visitors by the number of visitors.


A Software plug-in that enables browsers to play multimedia animations. Some rich media advertisements require users to have this plug-in.


A term used to describe the number of times the same advertisement is shown to the same visitor during a particular session or time frame. This can be accomplished through the use of cookies.

House Ads

A type of banner advertisement that a web site publisher runs in an ad space when no paying advertisement is available to fill the space. Typically filled with an advertisement promoting one of the web sites services, products or features.


The number of times a banner ad was requested and presumably seen by users.

Insertion Order

An online or printed document that specifies the details of an advertising campaign. The terms of the agreement may also be specified on the insertion order or they may be placed in a separate document but are almost always referred to the insertion order if not present


From the term internetworking, the Internet is made up of multiple interconnected networks connected using the TCP/IP protocol. The Internet originated from what used to be known as the ARPANet created in the 1960s and 1970s.


The number of ad spaces available for sale on a web site during a certain time frame. Determined buy taking into consideration the number of advertisements on a page, the number of pages with advertisements and the number of page views during a specific time frame.


Internet Relay Chat (IRC) is a part of the Internet that enables people to chat in real time with others on channels of interest to them


A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results. Many web sites offer advertising based on keyword targeting so an advertisers banner will only show when a specific keyword(s) are entered

Keyword Density

The measurement of how frequently any given keyword appears within a web page. Too high a density can result in a web page being classified as spam while too low a density will cause a page to not be indexed as well for the given keyword.

Max Loop Size

The maximum number of times an animated graphic may repeat its loop. Normally 3-5 times

Pay Per Impression = CPM

Pay Per Sale = CPS, CPA, CPT



Short for picture element (Pixel), a pixel is a measurement representing a single point in a graphic.


A web site that offers so many resources that a visitor has little reason to go to another site for more information. The resources may include a directory of links, games, email, instant messaging, bill payment, shopping malls & more. The idea behind it is to attract and retain a large audience and offer the various sections of the portal to advertisers. Yahoo is an example of a portal


A request for proposal (RFP) is a term that may be used by an advertiser that is requesting some type of advertising arrangement with a web site.


A request for quotation (RFQ) is a term that may be used by an advertiser that is requesting a price for placing advertisements on a publisher’s web site.


Run of category (ROC) means a banner will appear anywhere within a category on a web site or ad network. More targeted than a run of site (ROS) campaign where the banner would appear randomly on any page of the site


Really Simple Syndication (RSS) is a lightweight XML format designed for sharing headlines and other web content.


Search engine marketing (SEM) is the practice of promoting a web site through a search engine.


Search engine optimization (SEO) is the practice of promoting a web site through a search engine's organic listings.