Our Other Portals!     show image

Ad Sizes

Ad: For web advertising, an ad is almost always a banner, a graphic image or set of animated images (in a file called an animated GIF) of a designated pixel size and byte size limit. An ad or set of ads for a campaign is often referred to as "the creative". Banners and other special advertising that include an interactive or visual element beyond the usual are known as rich media.

Ad rotation: Ads are often rotated into ad spaces from a list. This is usually done automatically by software on the Web site or at a central site administered by an ad broker or server facility for a network of Web sites.

Ad space: An ad space is a space on a Web page that is reserved for ads. An ad space group is a group of spaces within a Web site that share the same characteristics so that an ad purchase can be made for the group of spaces.

Ad view: An ad view, synonymous with ad impression, is a single ad that appears on a Web page when the page arrives at the viewer's display. Ad views are what most Web sites sell or prefer to sell. A Web page may offer space for a number of ad views. In general, the term impression is more commonly used.

Affiliate marketing: Affiliate marketing is the use by a Web site that sells products of other Web sites, called affiliates, to help market the products. Amazon.com, the book seller, created the first large-scale affiliate program and hundreds of other companies have followed since.

A/B testing: A method used to compare different versions of digital ads or website landing pages in order to determine which one performs better. A typical A/B test for ads involves running the two ads simultaneously and then measuring which version gets a better response from the audience.

When running an A/B test, only one element of the ads should be changed at a time. This is because the goal of these tests is to determine which variables generate the best responses from the audience. Once a winner is selected, it is then used as the next control and compared with another version to isolate and identify, the ad element that causes the audience to respond favorably to the ad.

Above the fold: A term derived from the print advertising industry. It describes the area of a web page that’s visible before the website visitor scrolls down the page. Note: There is no set pixel size for the fold; it will vary depending on the visitor’s screen size and resolution.

Account-based advertising: One tactic in an account-based marketing (ABM) strategy. It’s the practice of serving display advertising only to specified titles at the target accounts you designate. For example, if you’re marketing a new type of food packaging to General Mills, you might target multiple levels of responsibility, such as Senior Product Manager, Senior Product Marketer, VP of Product Marketing. Only people who work at General Mills and have these titles would be shown your ads.

Ad audience: The total number of people that have been exposed to or could possibly be exposed to an ad during any specific time period.

Ad banner: The most common form of digital advertising. These ad units, which include static graphics, videos and / or interactive rich media, are displayed on a web page or in an application.

Ad click: The action takes place when a user interacts with an ad by either clicking on it with their mouse or by pressing enter on their keyboard. 

Ad exchange: A technology-facilitated marketplace that allows Internet publishers and advertisers to buy and sell advertising inventory in real-time auctions.

Ad exchanges are a departure from the historical method of buying ad inventory, where advertisers and publishers would enter price negotiations in order to show ads on a particular website. With an ad exchange, an auction is conducted in real-time, providing instantaneous bidding for ad space that’s available across the Internet.

Ad impressions: The number of times an ad has been served, regardless of whether the user has actually seen or interacted with the ad in any way. (Also see: Ad Serving)

Ad inventory: Website publishers serve ads to visitors when they visit a web page. The number of potential ads that can be served is considered their ad inventory. For example, if The Gotham Times averages 1,000 visits to their home page in any given week, and they have space for two display ads on their home page, then their potential ad inventory is 2,000 impressions per week.

Ad network: A vendor that connects advertisers to publishers. Ad networks act as a single point of contact between publishers and advertisers, helping negotiate supply and demand.

Ad serving: The delivery of an ad from a web server to the end user’s device, where the ads are displayed on a browser or an application.

Ad targeting: Delivering ads to a pre-selected audience based on various attributes, such as geography, demographics, psycho-graphics, web browsing behavior and past purchases. (Also see: Behavioral Targeting, Contextual Targeting, and Geographic Targeting.)

Ad Unit: A size-and-format specification for an ad. The Interactive Advertising Bureau, a trade association promoting digital ad standard and practices, has a set of guidelines for sizes.

Analytics: Data and statistics about the users of a website and how they interact with the website. Analytics can be used to uncover information about how many people browse a website, how much time they spend on the website and the specific actions they take on the website.

This information is then used to target audiences, understand consumer behavior, improve user experience and optimize advertising campaigns.

Attribution: The goal of attribution is to identify which touch, of the many possible, is most (or partially) responsible for a conversion, so ROI can be calculated. First touch, last touch, and multi-touch are common attribution models. For example, a sale might begin with an ad, lead to an email campaign, and end with a phone call from a sales person. With first-touch attribution, the ad would get the entire credit for the sale. With last-touch, the phone call gets all the credit. With multi-touch, the ad, the email and the phone call each get partial credit.

account: An OpenX object that represents a business unit or business relationship and contains other objects, depending on its type (i.e., ad network, publisher, advertiser, or agency). Users access OpenX to perform tasks for the accounts to which they are assigned.

Account relationship: The way accounts relate to one another in OpenX; parent accounts, such as an ad network account, have natural relationships with their child accounts, such as publisher or advertiser accounts.

Account type:  Indicates the intended purpose of an account, which determines what objects it can contain and influences what users logged in to the account can do in OpenX. For example, advertiser accounts contain orders, publisher accounts contain inventory, and ad networks contain other accounts.

Ad agency:  In OpenX, an account type that represents a business that provides services to advertisers.

Ad code:  Called ad tag at OpenX. An ad tag is a small piece of code that defines the ad space where ads display on a website. It includes parameters that describe the inventory advertising campaigns can target, which may in turn display ads in the ad space.

Ad delivery mode:  Specifies how OpenX selects the ads in a line item for delivery when a line item wins an impression. OpenX can evenly distribute impressions between ads in the line item (equal weighting), distribute impressions between ads in the line item based on each ads’ ad weight setting (manual weighting), or deliver ads together to a predefined ad unit group (companion), according to the selected fill method.

Ad quality:  Settings that control the types of ads that can display on your inventory.

Ad reporter:  A browser plugin that enables you to report problem ads directly from a site.

Ad request:  Communication between a web browser or application and an ad server to display an ad.

Ad server:  A complete digital advertising platform where publishers sell, manage, and deliver their advertising inventory across all digital formats.

Ad slot:  The area on a web page set aside for the display of ads.

Ad tag:  A small piece of code that defines the ad space where ads display on a website. It includes parameters that describe the inventory advertising campaigns can target, which may in turn display ads in the ad space.

Ad unit duration:  The run length of time-based inventory, such as linear video.

Ad unit group:  A collection of ad units where related ads display together at the same time.

Ad weight:   The percentage of time that an ad should be selected when its line item wins an impression (for line items set to manual weighting).

Ad zone:   A representation of a location on a website where creatives should be displayed.

Advertiser:  In OpenX, an account type that represents a business that runs advertising campaigns to display ads on websites.

ATF:  Above the fold.  ATF ads are visible on the screen without needing to scroll.  See screen location.

ATL:  Above the line ads include any which focus on general media such as TV, cinema, radio, print and the Internet.

Audience forecasting:  Estimating the volume of impressions during a given time period that match a defined audience segment.

Audience segment:  A group of users with similar traits or characteristics.

Audience segment beacon:  A piece of code that you place into your ad space’s source code. It assigns a visitor to a corresponding audience segment, which helps with re-targeting.

Audience syncing:  The ability for a publisher or buyer to push audience segments created in their DMP or DSP to OpenX for the purpose of forecasting, targeting, packaging, and/or reporting.

Audience targeting:  Targeting of specific audience segments, such as an age demographic.  Audience segments can be defined in OpenX or in an external data management platform (DMP).

Audit trail:  Logging of any changes to data (creation, modification, or deletion) to allow a system admin user to review all historical changes.

Availability:  Logging of any changes to data (creation, modification, or deletion) to allow a system admin user to review all historical changes.

Banner:  A banner is an advertisement in the form of a graphic image that typically runs across a Web page or is positioned in a margin or other space reserved for ads. Banner ads are usually Graphics Interchange Format ( GIF ) images. In addition to adhering to size, many Web sites limit the size of the file to a certain number of bytes so that the file will display quickly. Most ads are animated GIF s since animation has been shown to attract a larger percentage of user clicks. The most common larger banner ad is 468 pixels wide by 60 pixels high. Smaller sizes include 125 by 125 and 120 by 90 pixels. These and other banner sizes have been established as standard sizes by the Internet Advertising Bureau.

Beyond the banner:  This is the idea that, in addition to banner ads, there are other ways to use the Internet to communicate a marketing message. These include sponsoring a Web site or a particular feature on it; advertising in e-mail newsletters; co-branding with another company and its Web site; contest promotion; and, in general, finding new ways to engage and interact with the desired audience. "Beyond the banner" approaches can also include the interstitial and streaming video infomercial. The banner itself can be transformed into a small rich media event.

Booked space:  This is the number of ad views for an ad space that are currently sold out.

Brand, brand name, and branding:  A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed. A brand name is the name of the distinctive product, service, or concept. Branding is the process of creating and disseminating the brand name. Branding can be applied to the entire corporate identity as well as to individual product and service names. In Web and other media advertising, it is recognized that there is usually some kind of branding value whether or not an immediate, direct response can be measured from an ad or campaign. Companies like Proctor and Gamble have made a science out of creating and evaluating the success of their brand name products.

Behavioral targeting:  Targeting an ad audience based on their previous online behavior, including but not limited to websites visited, online searches, and purchases.

Bounce Rate:  A “bounce” is a website visit in which the visitor looked only at the single page they landed on, did not interact with it, and then left the site. The “bounce rate” expresses such visits as a percentage of the total visitor sessions, within a specific time frame.

Brand awareness:  The extent or level to which a potential consumer can recall and identify a particular product or service. Increased brand awareness is one of the two customary important goals for a digital advertising campaign (the other being a conversion of some kind).

Browser:  A software program with a graphical interface that people use to navigate all the information available on the World Wide Web. Examples include Firefox, Chrome, and Internet Explorer.

Beacon:  An element on a publisher’s website that is invisible to users while it gathers information. AKA “tracking pixels”.

Bid request:  When OpenX Ad Exchange receives an ad request, its communication to selected real-time bidders, which contains details about the impression and solicits bids for it.

Bid response:  After evaluating a bid request, a real-time bidder’s communication to OpenX Ad Exchange, indicating if they’re interested in the impression, and if so, how much they’re willing to pay for it.

Billable impression:  OpenX’s header bidding solution. Bidder enables publishers to realize the true value of their direct and indirect inventory in real time. “Bidder” can also mean a program designed to bid in real time on inventory in the OpenX Ad Exchange.

Blacklist:  Blocking a particular entity’s access to your inventory from the Ad Exchange. A blacklist will allow new entities by default whereas a white-list will block new entities by default.

Blind traffic:  Traffic generated by blind links or exit consoles.

Bounding box:  A rectangular area defined by latitude and longitude lines, which is used in geographic targeting.

BTF: Below the fold. Below the fold ads are not visible until the user scrolls down to them. See screen location.

Buyer: A company that pays a demand partner to purchase ad inventory on OpenX Ad Exchange.

Buying model: The terms under which a specific inventory purchase is made, as well as the priority order in which OpenX considers a line item for selection, including:

  • Guaranteed – exclusive
  • Guaranteed – share of voice
  • Guaranteed – volume goal
  • Non-guaranteed – preferred access
  • Non-guaranteed
  • House

Caching: In Internet advertising, the caching of pages in a cache server or the user's computer means that some ad views won't be known by the ad counting programs and is a source of concern. There are several techniques for telling the browser not to cache particular pages. On the other hand, specifying no caching for all pages may mean that users will find your site to be slower than you would like.

Click: According to ad industry recommended guidelines from FAST, a click is "when a visitor interacts with an advertisement." This does not apparently mean simply interacting with a rich media ad, but actually clicking on it so that the visitor is headed toward the advertiser's destination. (It also does not mean that the visitor actually waits to fully arrive at the destination, but just that the visitor started going there.)

Click stream: A click stream is a recorded path of the pages a user requested in going through one or more Web sites. Click stream information can help Web site owners to understand how visitors are using their site and which pages are getting the most use. It can help advertisers to understand how users get to the client's pages, what pages they look at, and how they go about ordering a product.

Click-through: A click-through is what is counted by the sponsoring site as a result of an ad click. In practice, click and click-through tend to be used interchangeably. A click-through, however, seems to imply that the user actually received the page. A few advertisers are willing to pay only for click-throughs rather than for ad impressions.

Click rate: The click rate is the percentage of ad views that resulted in click-throughs. Although there is visibility and branding value in ad views that don't result in a click-through, this value is difficult to measure. A click-through has several values: it's an indication of the ad's effectiveness and it results in the viewer getting to the advertiser's Web site where other messages can be provided. A new approach is for a click to result not in a link to another site but to an immediate product order window. What a successful click rate is depends on a number of factors, such as: the campaign objectives, how enticing the banner message is, how explicit the message is (a message that is complete within the banner may be less apt to be clicked), audience/message matching, how new the banner is, how often it is displayed to the same user, and so forth. In general, click rates for high-repeat, branding banners vary from 0.15 to 1%. Ads with provocative, mysterious, or other compelling content can induce click rates ranging from 1 to 5% and sometimes higher. The click rate for a given ad tends to diminish with repeated exposure.

Co-branding: Co-branding on the Web often means two Web sites or Web site sections or features displaying their logos (and thus their brands) together so that the viewer considers the site or feature to be a joint enterprise. (Co-branding is often associated with cross-linking between the sites, although it isn't necessary.)

Cookie: A cookie is a file on a Web user's hard drive (it's kept in one of the sub-directories under the browser file directory) that is used by Web sites to record data about the user. Some ad rotation software uses cookies to see which ad the user has just seen so that a different ad will be rotated into the next page view.

Cost-per-action: Cost-per-action is what an advertiser pays for each visitor that takes some specifically defined action in response to an ad beyond simply clicking on it. For example, a visitor might visit an advertiser's site and request to be subscribe to their newsletter.

Cost-per-lead: This is a more specific form of cost-per-action in which a visitor provides enough information at the advertiser's site (or in interaction with a rich media ad) to be used as a sales lead. Note that you can estimate cost-per-lead regardless of how you pay for the ad (in other words, buying on a pay-per-lead basis is not required to calculate the cost-per-lead).

Cost-per-sale: Sites that sell products directly from their Web site or can otherwise determine sales generated as the result of an advertising sales lead can calculate the cost-per-sale of Web advertising.

CPM: CPM is "cost per thousand" ad impressions, an industry standard measure for selling ads on Web sites. This measure is taken from print advertising. The "M" has nothing to do with "mega" or million. It's taken from the Roman numeral for "thousand."

CPTM: CPTM is "cost per thousand targeted" ad impressions, apparently implying that the audience you're selling is targeted to particular demographics.

(the) Creative: Ad agencies and buyers often refer to ad banners and other forms of created advertising as "the creative." Since the creative requires creative inspiration and skill that may come from a third party, it often doesn't arrive until late in the preparation for a new campaign launch.

Call to Action (CTA): A phrase included within an ad, or a graphic element such as a button, which invites the audience to take a certain action.

Channel: A distribution method; In advertising, it’s an outlet used by advertisers to reach audiences, such as direct mail or radio. Digital advertising includes channels such as display advertising, social media advertising, and mobile in-app advertising.

Contextual Targeting: Selecting audiences based on the type of content being displayed on a particular webpage.

Conversion : When launching a campaign, advertisers select a specific action or set of actions they want audiences to take. Each time a member of the audience takes this action, it is counted as a conversion. Conversions include actions such as signing up for a newsletter, or making a purchase on a website.

Conversion Pixel : A 1×1 image pixel placed on a web page (such as a thank-you page) which is triggered whenever a conversion occurs. Usually transparent.

Conversion Rate : Expressed as a percentage, a conversion rate can be calculated in two ways:

  • The first is by the taking the number of users who completed the conversion and dividing it by the total number of impressions served.
  • The second, more common way, is by taking the number of users who completed the conversion and dividing it by the total number of users who clicked on the ad.

Conversion Tracking: Monitoring how many conversions have occurred during any specific time period, and analyzing which ads led to the conversions.

Copy:Text in an ad, or text written to be delivered audibly.

Cost per Acquisition: The cost of acquiring one customer. Typically calculated by dividing the total amount spent on an advertising campaign by the number of customers acquired through that campaign.

Cost per Click (CPC):How much an advertiser pays, on average, for each ad click. CPC is calculated by dividing the total amount spent on a campaign by the number of clicks generated.

Cost per Thousand (CPM): Metric that shows how much it costs to serve 1,000 ad impressions. Also used as a standard measure for buying display ads, as inventory is generally sold on a CPM basis.

Cross-Device Targeting: Serving the same buyer targeted ads across multiple devices.Cross-device targeting allows advertisers to reach their audiences in a sequential, repetitive manner regardless of the device they’re on, whether it’s a tablet, desktop or smart-phone. This has a similar effect to the old-school tactics of gaining reach and frequency through using a range of channels such as radio + newspaper + billboards + direct mail.

Cache busting : The process whereby a random number is added to a banner’s HTML each time the page is reloaded. This results in the server being sent a separate banner request every time and guarantees that the banner is not cached, and therefore that ad impressions remain accurate. AKA “defeating cache.”

Campaign :

  • An advertising project in its entirety, from conception through creation and buying to tracking and final analysis.
  • A collection of related creatives with common advertising purpose and booking requirements.
  •  A set of criteria for purchasing inventory to achieve advertising goals. See order.

Campaign weight : An integer weight value that provides a relative weighting of other campaigns.

CDN : Content delivery network, a distributed system of computers that increases bandwidth for the client by providing copies of creative content (such as media files and meta-data) at various points in a network. Creatives are typically hosted on a CDN.

Churn rate:  The percentage of users that have exited a segment, based on the total number of users in the segment. For example, if 25 users are removed from a 100 user segment, this value would be 25%.

Click: A user action, such as clicking an ad with their mouse or touching the screen of a mobile device, which sends them to a click-through URL while OpenX records the event.

Click through: The action of clicking an ad and being taken to another web page via a hyperlink.

Click-through URL: A destination website address that a viewer goes to when they click on an ad.

Clicks: The number of click throughs having occurred as a result of a user clicking on an ad and being redirected to an advertiser’s page.

Companion ad units: In an ad unit group, the ad units to serve ads for when the master ad unit wins an impression.

Companion line item: A line item that delivers multiple related ads to a predefined ad unit group.

Content topic: Describes the main subject of the online content surrounding the ad space, such as sports or automotive.

Conversion tag: A small piece of code that tracks how users respond to the ads that serve for the orders they are associated with.

Conversion window: The defined amount of time following the view or click of an ad for which a conversion can be attributed.

Creative: The media asset associated with an ad, such as an image or video file.

Creative template: Enables the creation of custom code for non-standard ad formats that can be reused to speed up the process of creating multiple similar ads.

CTR Optimized: An ad delivery mode that enables you to serve higher performing (based on click-through-rate) creatives more often

Custom targeting: A targeting dimension that describes custom key-value pairs that a publisher defines based on what they know about their visitors.

Demographics: Demographics is data about the size and characteristics of a population or audience (for example, gender, age group, income group, purchasing history, personal preferences, and so forth).

Demand-Side Platform (DSP): A system that allows advertisers to bid for and purchase inventory from multiple ad exchanges, through one single interface.

Direct Response: A campaign or ad specifically created to encourage audiences to take immediate action.

Display Advertising: A digital advertising format where graphic ads are shown on a web page. The term originated in newspapers, and the principles still apply.Display ads can be graphics, videos, interactive images (a quiz or a game), and expandable (Also see: Expandable Banner).

The most common sizes for display ads are:

  • Leader board: 728 x 90
  • Medium Rectangle: 300 x 250
  • Wide Skyscraper: 160 x 600

Deal: A unique trading arrangement between a buyer and seller in a confined, programmatic environment.

Defaults:  Ad networks use this term to describe the ads served to fill unsold inventory space. These usually include lower-paying, non-paying or community service ads. Members of larger ad networks are usually offered a choice of defaults should they fail to sell all of their inventory.

Delivery medium:  The manner in which an end-user is exposed to ad inventory, such as web or mobile.

Demand fusion:  Allows OpenX to unite real-time bidding demand and ad network demand to come up with the best price for a publisher.

Demand partner:  A company which purchases ad inventory on OpenX Ad Exchange.

Direct sold:  Inventory sold directly by the publisher to an advertiser, whereas remnant inventory is sold by a third party.

Email Advertising:  Clickable banner ads and links that appear within emails and e-newsletters.

Expandable Banner:  Banners that increase in size when a user hovers over them.

eCPM:  Effective cost per mille tells a publisher what he or she would have received if they sold advertising inventory on a CPM basis.

End date:  The date a campaign is scheduled to end.

Equal weighting: An ad delivery method for which the Ad Server evenly distributes impressions between ads in the line item. See ad delivery mode.

External identifier: A free-form reference ID. For example, “Debbie’s Account.”

FAST: FAST is a coalition of the Internet Advertising Bureau (), the ANA, and the ARF that has recommended or is working on guidelines for consumer privacy, ad models and creative formats, audience and ad impression measurement, and a standard reporting template together with a standard insertion order. FAST originated with Proctor and Gamble's Future of Advertising Stakeholders Summit in August, 1998. FAST's first guideline, available in March, 1999, was a guideline on "Basic Advertising Measures." Our definitions in this list include the FAST definitions for impression and click.

Filtering: Filtering is the immediate analysis by a program of a user Web page request in order to determine which ad or ads to return in the requested page. A Web page request can tell a Web site or its ad server whether it fits a certain characteristic such as coming from a particular company's address or that the user is using a particular level of browser. The Web ad server can respond accordingly.

Fold: "Above the fold," a term borrowed from print media, refers to an ad that is viewable as soon as the Web page arrives. You don't have to scroll down (or sideways) to see it. Since screen resolution can affect what is immediately viewable, it's good to know whether the Web site's audience tends to set their resolution at 640 by 480 pixels or at 800 by 600 (or higher).

Frequency: The number of times an ad is served to the same consumer during a specific time period..Since multiple users can often access the Internet from the same device, frequency is calculated based on the number of times an ad is delivered to a particular device’s browser.

Frequency Capping: Setting a limit on the amount of times an ad should be shown to a consumer within a specific time period.

Fixed bid:  A type of line item which allows a fixed bid partner to set a static CPM rate for inclusion in auctions that meet the specific targeting criteria selected in the line item.

Flight dates: An interval that specifies the maximum life span of a line item. If its impression goal is met before the end of the flight, the line item becomes unavailable. Flight dates must fall within order dates.

Floor: The minimum price a publisher is willing to accept for a given impression.

Forecasted clicks: The number of clicks that have been booked to deliver for a campaign.

Forecasted conversions: The number of conversions that have been booked to deliver for a campaign.

Forecasted impressions: The number of impressions that have been booked to deliver for a campaign.

Geographic Targeting: Selecting an audience for a campaign based on zip codes, designated marketing area (DMA), cities, states and countries.

Guaranteed line item: A purchase that reserves inventory.

Hit: A hit is the sending of a single file whether an HTML file, an image, an audio file, or other file type. Since a single Web page request can bring with it a number of individual files, the number of hits from a site is a not a good indication of its actual use (number of visitors). It does have meaning for the Web site space provider, however, as an indicator of traffic flow.

Header bidding:  A monetization tool that exposes each impression to programmatic demand before calling the ad server. This lets publishers realize the true value of their direct and indirect inventory in real time.

House ads:  Ads that promote the host website’s features and services. They are a way to fill unsold inventory.

Impression: According to the "Basic Advertising Measures," from FAST , an ad industry group, an impression is "The count of a delivered basic advertising unit from an ad distribution point." Impressions are how most Web advertising is sold and the cost is quoted in terms of the cost per thousand impressions ( CPM ).

Insertion order: An insertion order is a formal, printed order to run an ad campaign. Typically, the insertion order identifies the campaign name, the Web site receiving the order and the planner or buyer giving the order, the individual ads to be run (or who will provide them), the ad sizes, the campaign beginning and end dates, the CPM, the total cost, discounts to be applied, and reporting requirements and possible penalties or stipulations relative to the failure to deliver the impressions.

Inventory: Inventory is the total number of ad views or impressions that a Web site has to sell over a given period of time (usually, inventory is figured by the month).

In-Stream Video Ads: Video ads played before, during or after the video content the publisher is delivering to the consumer.

Interstitial Ads: Ads that appear between two different content pages, served when a website visitor navigates from one page on a website to another. A best practice in mobile marketing is to avoid using an interstitial as a pop-up that blocks initial access. For example, when the user tries to access the Gotham Times on their mobile, they are interrupted by an interstitial ad (offering the Gotham Times app) that they have to either accept or close before they can proceed to the site.

Impression cap: An integer that represents the maximum number of impressions for a line item within its flight dates.

Impression goal: The maximum number of impressions to deliver for a line item in a single day (per day) or over the duration of the line item’s flight (total). When a line item reaches a daily impression goal, it is temporarily ineligible for ad selection. For example, if you set the daily impression goal to 5 and the line item reaches 5 impressions in a single day (e.g., on day 5 of a 20 day flight), then the line item is not available for ad serving for the rest of the day. However, the line item becomes eligible again for ad serving on day 6. When a line item reaches its total impression goal, no matter which day of the flight, it is no longer available for ad serving.

Instance: The platform on which the publisher’s or buyer’s product is hosted.

Interstitial: Ads that load between web pages without being activated by a request.

Keyword: A specific word or phrase chosen by advertisers to trigger and include their ad within search engine results. The advertiser doing contextual advertising also chooses keywords, so that their ad will show up within pages that are returned for that keyword. In search advertising, the position of the ad within the results is determined by bidding. The highest bidder on a keyword usually gets the top position.

Landing Page: The web page users are directed to after they click on a display or paid search ad.

Lead: A potential customer. In digital advertising a lead is someone who has given you their contact information, often by signing up for a newsletter or filling out a form to download an eBook or other gated content.

Lookalike Audience: If you’re like most businesses, you know who your customers are from a demographic and even psycho-graphic point of view. A Lookalike Audience targets people who are similar to your existing customers which helps improve your conversion rates. You can use Lookalike Audiences when you’re running online display, Facebook, mobile display or just about any other kind of digital marketing campaign.

Line item: The primary unit of execution for an OpenX order, which represents a specific inventory purchase and the required conditions for ad delivery.

Linear video: An ad unit type that consists of video ads that play in sequence with video content in a video player. For example, this could be pre-, mid-, or post-roll.

Media broker: Since it's often not efficient for an advertiser to select every Web site it wants to put ads on, media brokers aggregate sites for advertisers and their media planners and buyers, based on demographics and other factors.

Media buyer: A media buyer, usually at an advertising agency, works with a media planner to allocate the money provided for an advertising campaign among specific print or online media (magazines, TV, Web sites, and so forth), and then calls and places the advertising orders. On the Web, placing the order often includes requesting proposals and negotiating the final cost.

Mobile Search: Any Internet search conducted via a mobile device.

Macro: A command enclosed in curly braces {} that dynamically inserts attributes into your HTML or third-party ad creatives and click-through URLs when OpenX serves an ad.

Managing account: The account relationship established between a container account (parent) and its sub-accounts (children), which provides the parent account full read and write access its managed accounts.

Manual weighting: An ad delivery method for which the ad server distributes impressions between ads in a line item based on the Ad Weight setting for each of the ads in the line item.

Master ad unit: The ad unit that anchors ad delivery for an ad unit group when a companion line item wins the impression for the master ad unit. The remaining ad units are filled with ads from the companion line item, as appropriate, based on the line item’s Companion Delivery Mode. See ad delivery mode.

Native ad: An advertisement designed to blend in with the appearance and tone of the editorial content it runs alongside.

Non-guaranteed line item: Fourth priority buying model, which does not reserve inventory.  AKA “remnant line item.”

Non-linear video: An ad unit type that consists of video ads that play during video content in a video player.

Non-smooth pacing: A pacing configuration that delivers 95 percent of the goal impressions by the halfway mark for the line item’s date range.

Opt-in e-mail: Opt-in e-mail is e-mail containing information or advertising that users explicitly request (opt) to receive. Typically, a Web site invites its visitors to fill out forms identifying subject or product categories that interest them and about which they are willing to receive e-mail from anyone who might send it. The Web site sells the names (with explicit or implicit permission from their visitors) to a company that specializes in collecting mailing lists that represent different interests. Whenever the mailing list company sells its lists to advertisers, the Web site is paid a small amount for each name that it generated for the list. You can sometimes identify opt-in e-mail because it starts with a statement that tells you that you have previously agreed to receive such messages.

Overlay: Advertising that floats over webpage content, graphics or videos. Overlays cannot be blocked by ad-blocking software. One kind of overlay is called a “lightbox.” These ads begin as a standard, scalable ad unit. If a user engages by hovering over the ad for some set amount of time (often two seconds), the ad expands (to as much as near full-page), while the page behind it dims, increasing emphasis on the ad. Advertisers pay for the number of times the ad is expanded.

OpenX Market Rule: Enables OpenX Ad Server, Bidder, and SSP customers to specify what inventory is eligible for RTB buyers to purchase. Publishers can use this tool to set specific criteria for selling their inventory, such as: inventory targeting, floor price, and ad quality filters.

Opt in: The process by which a user agrees to receiving messages from a company. Opt in messages, therefore, cannot be considered as spam

Opt out:  The process by which a user elects to stop receiving messages from a company. If a user continues to receive messages after opting out these messages can be considered to be spam.

Order: The top-level demand-side component in OpenX which represents the summary for an advertiser’s inventory purchase to run a marketing campaign. See the Orders section of the OpenX product documentation for more information.

OSI: OSI On-schedule indicator. A column in the Order Summary report that indicates the percentage of delivered impressions for a line item relative to the impression goal and the time elapsed in a campaign.It is defined by the following calculation: OSI = impressions-to-date / ((impression_goal / (end_date – start_date + 1)) * flight_time-to-date).

Pay-per-click: In pay-per-click advertising, the advertiser pays a certain amount for each click-through to the advertiser's Web site. The amount paid per click-through is arranged at the time of the insertion order and varies considerably. Higher pay-per-click rates recognize that there may be some "no-click" branding value as well as click-through value provided.

Pay-per-lead: In pay-per-lead advertising, the advertiser pays for each sales lead generated. For example, an advertiser might pay for every visitor that clicked on a site and then filled out a form.

Pay-per-sale: Pay-per-sale is not customarily used for ad buys. It is, however, the customary way to pay Web sites that participate in affiliate programs , such as those of Amazon.com and Beyond.com.

Pay-per-view: Since this is the prevalent type of ad buying arrangement at larger Web sites, this term tends to be used only when comparing this most prevalent method with pay-per-click and other methods.

Proof of performance: Some advertisers may want proof that the ads they've bought have actually run and that click-through figures are accurate. In print media, tear-sheets taken from a publication prove that an ad was run. On the Web, there is no industry-wide practice for proof of performance. Some buyers rely on the integrity of the media broker and the Web site. The ad buyer usually checks the Web site to determine the ads are actually running. Most buyers require weekly figures during a campaign. A few want to look directly at the figures, viewing the ad server or Web site reporting tool.

Psycho-graphic characteristics: This is a term for personal interest information that is gathered by Web sites by requesting it from users. For example, a Web site could ask users to list the Web sites that they visit most often. Advertisers could use this data to help create a demographic profile for that site.

Paid Search: The placement of ads within search engine results.

Pop-up: Opens in a new browser window that loads on top of the current webpage. Pop-ups are operated by script (e.g., Javascript); thus, can be blocked – and commonly are – by a wide variety of available software.

Pop-under: Identical to a pop-up except it loads under your current webpage. It’s generally assumed to be less intrusive than a pop-up because visitors often don’t see it until after they’ve clicked to close their current browser session.

Programmatic Media Buying: An automated method of buying media which ensures that advertisers are reaching the right person, at the right time, in the right place. The ads are bought based on a set of parameters pre-defined by the company placing the ads. Programmatic advertising uses data to make decisions about which ads to buy in real time, which improves efficiencies and increases the effectiveness of the ads. (See also, Ad Exchange.)

Pacing model: Indicates how OpenX distributes impressions for a guaranteed – volume goal line item during its flight, either smooth or non-smooth. With smooth pacing, OpenX Ad Server evenly distributes impressions. With non-smooth pacing, the ad server distributes impressions based on the configuration, which by default, delivers 95 percent of the impressions by the midpoint of the line item’s flight.

Package: A bundle of targeting criteria for similar inventory segments which you can offer at a predetermined price (typically to facilitate regular sales efforts) and automatically create line items from in OpenX.

Page position: The location of an ad on a page, such as above the fold (ATF) or below the fold (BTF). This is also referred to as “screen location” or “placement.”

Page view: What is displayed each time a browser requests a web page. One page-view might register as multiple hits on the server because pages can contain more than one element, such as several banners. Since page-views do not account for browsers that are set to disable images, they are an unreliable way of gauging the success of a campaign.

Piggyback beacon: A named code snippet returned to the browser when a user triggers another beacon it is associated with.

Pixel: A contraction of picture element, a pixel refers to a single point in a graphic. Ad units are typically measured in pixels, for example the default 468×60-sized banner.

Placement: Where the ad is on the page, such as above the fold (ATF) or below the fold (BTF).  This is also referred to as “screen location” or “position.”

PMP: Private marketplace, the packaging, offering, and selling of high quality inventory to a limited set of buyers.

Pricing control: A tool for the creation and management of floors.

Pricing model: The method for assigning a value to a line item, such as cost per mille (CPM) or cost per click (CPC).

Priority: Indicates which deal or line item should take precedence in the case that multiple deals or line items are eligible to serve for a given ad request.

Private marketplace: The packaging, offering, and selling of high quality inventory to a limited set of buyers. Abbreviated as PMP.

Publisher: In OpenX, an account type that represents a business with ad space to sell.

Reporting template: Although the media have to report data to ad agencies and media planners and buyers during and at the end of each campaign, no standard report is yet available. FAST, the ad industry coalition, is working on a proposed standard reporting template that would enable reporting to be consistent.

Rich media: Rich media is advertising that contains perceptual or interactive elements more elaborate than the usual banner ad. Today, the term is often used for banner ads with pop-up menus that let the visitor select a particular page to link to on the advertiser's site. Rich media ads are generally more challenging to create and to serve. Some early studies have shown that rich media ads tend to be more effective than ordinary animated banner ads.

ROI: ROI (return on investment) is "the bottom line" on how successful an ad or campaign was in terms of what the returns (generally sales revenue) were for the money expended (invested).

Run-of-network: A run-of-network ad is one that is placed to run on all sites within a given network of sites. Ad sales firms handle run-of-network insertion orders in such a way as to optimize results for the buyer consistent with higher priority ad commitments.

Run-of-site: A run-of-site ad is one that is placed to rotate on all non-featured ad spaces on a site. CPM rates for run-of-site ads are usually less than for rates for specially-placed ads or sponsor-ships.

Reach: The total number of people who see your message. One person who is served your ad five times and clicks on it once yields a reach of 1, 5 impressions, and a click-through rate of 20%.

Re-targeting / Re-marketing: Serving ads to people who have previously visited your website.

Rate card: Publishers compile rate cards to list prices for advertising on their sites. Larger sites usually give rates on a CPM basis. Technical details regarding banner size and positioning may also be included.

Real-time selling rule: Called “OpenX Market Rule” for OpenX products. Enables OpenX Ad Server, Bidder, and SSP customers to specify what inventory is eligible for RTB buyers to purchase. Publishers can use this tool to set specific criteria for selling their inventory, such as: inventory targeting, floor price, and ad quality filters.

Referring page: The web page a visitor was viewing before clicking on a hyperlink and arriving at the current page.

Report snapshot: Displays the status of past report data.

Request: The number of times a creative has been requested to be displayed on a website (compare with impression). When a browser attempts to retrieve a page, or any of the elements within a page, from an internet server, it is said to be making a request.

Revenue model: The revenue relationship or deal type established between an ad network and the publishers that they directly manage.

Revenue sharing: An OpenX Ad Server feature that allows ad networks to manage and track revenue splits with the publishers they manage.

Role: A grouping of user permissions, which, when assigned to a user, defines the tasks that they can perform on behalf of their accounts.

Rotation: A way in which creatives are served on a page. The creative will change when the page is refreshed, rather than stay static. Some advertisers may request that their ad not be rotated.

RTB: Real-time bidding, auctioning online inventory within an ad exchange. Buyers bid for the impression based on the value of the user, whereas the seller sets pricing floors and awards the impression to the highest bidder. The auction process takes place in milliseconds, which is why the process is referred to as “real-time.”

RTG: Real-time guaranteed, a programmatic direct deal type that allows a buyer and a publisher to commit to a flexible guarantee for the purchase of inventory and a buyer-defined audience.

Splash page: A splash page (also known as an interstitial ) is a preliminary page that precedes the regular home page of a Web site and usually promotes a particular site feature or provides advertising. A splash page is timed to move on to the home page after a short period of time.

Sponsor: Depending on the context, a sponsor simply means an advertiser who has sponsored an ad and, by doing so, has also helped sponsor or sustain the Web site itself. It can also mean an advertiser that has a special relationship with the Web site and supports a special feature of a Web site, such as a writer's column, a Flower-of-the-Day, or a collection of articles on a particular subject.

Sponsorship: Sponsorship is an association with a Web site in some way that gives an advertiser some particular visibility and advantage above that of run-of-site advertising. When associated with specific content, sponsorship can provide a more targeted audience than run-of-site ad buys. Sponsorship also implies a "synergy and resonance" between the Web site and the advertiser. Some sponsor-ships are available as value-added opportunities for advertisers who buy a certain minimum amount of advertising.

Search Advertising: Another term for “Paid Search.”

Social Advertising: Running paid ads on online social networking platforms, such as Facebook, LinkedIn, and Twitter.

Screen location: Where the ad is on the page, such as above the fold (ATF) or below the fold (BTF).  This is also referred to as “position” or “placement.”

Screen type (delivery media) targeting:  Targeting based on where the ad would be delivered, such as Web, video, mobile, or email.

Selling rule:  Called “OpenX Market Rule” for OpenX products. Enables OpenX Ad Server, Bidder, and SSP customers to specify what inventory is eligible for RTB buyers to purchase. Publishers can use this tool to set specific criteria for selling their inventory, such as: inventory targeting, floor price, and ad quality filters.

Session cap:  An integer that specifies the total number of times during a session that a viewer can be exposed to a combination of ads for a particular line item.

Site:  An OpenX component that represents top-level domains or sub-domains and is used to organize ad units. Sites enable you to target and report on inventory performance.

Site section:  A way of classifying inventory, for example into vertical segments of content.

Smooth pacing:  A pacing configuration wherein OpenX Ad Server attempts to evenly distribute the delivery of impressions over the specified time period.

SSP:  Supply-side platform, a platform or provider that allows publishers to manage and optimize revenue for their inventory from multiple sources, often in real time.

Start date: The date a campaign is scheduled to start.

Targeting: Targeting is purchasing ad space on Web sites that match audience and campaign objective requirements. Techtarget.com, with over 20 Web sites targeted to special information technology audiences, is an example of an online publishing business built to enable advertising targeting.

Targeting criteria: The rules that define how a creative should be targeted for delivery to viewers. There are several types of targeting criteria: audience targeting, custom targeting, geographic targeting, inventory and content targeting, screen type (delivery media) targeting, and technology and devices targeting.

Techno-graphic targeting: A targeting dimension that describes the technologies a user employs in their computing environment, such as their computer’s operating system. Also referred to as “technology and devices targeting.”

Unique visitor: A unique visitor is someone with a unique address who is entering a Web site for the first time that day (or some other specified period). Thus, a visitor that returns within the same day is not counted twice. A unique visitors count tells you how many different people there are in your audience during the time period, but not how much they used the site during the period.

User session: A user session is someone with a unique address that enters or reenters a Web site each day (or some other specified period). A user session is sometimes determined by counting only those users that haven't reentered the site within the past 20 minutes or a similar period. User session figures are sometimes used, somewhat incorrectly, to indicate "visits" or "visitors" per day. User sessions are a better indicator of total site activity than "unique visitors" since they indicate frequency of use.

Unique users: A site’s total number of users or visitors over a certain length of time. Accuracy depends on each user logging in with a unique cookie to access the site, such as a different browser.

User lifetime cap: An integer that specifies the total number of times that a user can be exposed to a combination of ads for a particular line item during the lifetime of the flight.

User role: A grouping of user capabilities that describe the tasks a user can perform in OpenX.

View: A view is, depending on what's meant, either an ad view or a page view. Usually an ad view is what's meant. There can be multiple ad views per page views. View counting should consider that a small percentage of users choose to turn the graphics off (not display the images) in their browser.

Visit: A visit is a Web user with a unique address entering a Web site at some page for the first time that day (or for the first time in a lesser time period). The number of visits is roughly equivalent to the number of different people that visit a site. This term is ambiguous unless the user defines it, since it could mean a user session or it could mean a unique visitor that day.

View Through: Used to measure a consumer’s behavior after they’ve been served an ad. If the “view through” window is set to 90 days, the consumer’s relevant actions within that time period can be attributed to the ad. So, if a customer purchases a pair of headphones within 90 days of being served an ad for those headphones, the ad will be get partial or full attribution for that purchase.

Video companion: An ad that serves in conjunction with a video ad and is located outside of the video player.

Volume goal: A setting for guaranteed line items. A volume goal for impressions is used to reach a set number of impressions as soon as possible, depending on the Priority setting for the line item.

White-list: Marking a particular entity as “approved” in order to ensure it is included. A white-list will block new entities by default whereas a blacklist will allow new entities by default. For example, you could use a white-list to only allow the “Technology” industry.