Global Intelligence for the Digital Transition
The list of advertising prices and products and packages offered by a media company.
1) unique users that visited the site over the course of the reporting period, expressed as a percent of the universe for the demographic category; also called unduplicated audience;
2) the total number of unique users who will be served a given ad.
Events that happen “live” at a particular moment. When one chats in a chat room, or sends an instant message, one is interacting in real time.
When used in reference to online advertising, one server assigning an ad-serving function to another server, often operated by a third company operating on behalf of an agency.
For instance, a Web publisher's ad management server might issue a redirect to the browser or client which points to an Agency Ad Server (AAS) hired by an advertiser to distribute its ads to a target audience across a broad list of sites. There is no limit to the number of redirects that can come into play before the delivery of an actual ad. The agency ad server in turn may redirect the browser to a Rich Media Vendor (RMV) or Digital Video ad server.
Re-directs produce latency! This is especially true when they are client side redirects which is the case in most online advertising today. Server side redirects limit latency but also limit the ability to persist the user’s identity when those redirects cross domains.
See Ad serving and Latency.
The address of the webpage that a user previously visited prior to following a link.
Unique visitor who has accessed a Web site more than once over a specific time period.
Permits content to adjust and adapt depending on the size of the device on which it is being viewed, providing the optimal viewing experience of a website. (See also Adaptive Web Design)
(or re-targeting) - The use of a pixel tag or other code to enable a third-party to recognize particular users outside of the domain from which the activity was collected.
The average number of times a user returns to a site over a specific time period.
A roadblock ad in digital marketing is a full screen ad that is displayed before any page content. This ad type is similar to a pre-roll in digital video advertising. The roadblock ad is very similar to the interstitial ad. However, the roadblock occurs before the first page of content, while the interstitial occurs between pages during user interaction with the site.
Net profit divided by investment.
The scheduling of Internet advertising whereby an ad network positions ads across the sites it represents at its own discretion, according to available inventory. The advertiser usually forgoes premium positioning in exchange for more advertising weight at a lower CPM.
The scheduling of Internet advertising whereby ads run across an entire site, often at a lower cost to the advertiser than the purchase of specific site sub-sections.
RSS or “Really Simple Syndication” is a process for publishing content on the Internet that facilitates moving that content into other environments. For example, top news stories on a newspaper website can be published as an RSS “feed” and pulled into and delivered via a Web portal site. RSS Readers are software programs or websites that enable users to subscribe to one or more RSS feeds, delivering content and information from multiple sources into a single user interface and environment.
RTB is a protocol that enables the valuation and bidding on individual impressions in real time. The buying takes place over online media exchanges – basically media marketplaces – which connect sellers (publishers) and buyers (advertisers).
This glossary is based on the IAB Wiki and IAB UK’s Jargon Buster. The Internet Advertising Bureau (IAB) is the trade association for online and mobile advertising. It promotes growth and best practice for advertisers, agencies and media owners.
For more information visit www.iab.net and www.iabuk.net.