• Action

    When a user signs up, makes a purchase, or performs some other desired action in response to an ad. Also called a conversion or acquisition.

  • Ad Call

    A user’s browser asks an ad exchange or ad server to send an ad. The ad call includes information from browser cookies and ad tag information such as publisher ID, size, location, referring URL, etc. At Qadabra, an ad call is made to the Impression Bus.

  • Ad Server

    The computer or group of computers responsible for the actual serving of creatives to websites, or for making decisions about what ads will serve. An ad server may also track clicks on ads and other data. Major publishers, networks and advertisers sometimes have their own ad servers.

  • Ad Tag

    A piece of HTML on a webpage that will contact an ad server and ask for an ad. The tag informs the browser to open a small window (say, 468×60 pixels), and in that window place whatever content is returned from some location like “×60&s”. Here is an example JavaScript ad tag.

  • Adviser

    An entity that shows its creatives on publisher web pages in order to enhance brand awareness, induce the user to make a purchase, etc.

  • Banner

    The actual graphical advertisement itself. Common formats include GIF, JPEG, JavaScript, HTML, and Flash. Banner Ad: An image or flash display ad, rather than a popup interstitial, etc.

  • Best Bid

    The highest bid in an auction. Does not guarantee that an ad will be served; the bid must then be accepted within the seller client’s ad server.

  • Click-through Rate

    The number of clicks divided by total impressions served for a particular creative or campaign.

  • Contextual Data

    Information on the contents of a particular webpage, rather than a website as a whole. Usually used for ad targeting; for example, if there is a newspaper article about travel, an airline may wish to display on that page

  • CPA

    Cost per action/acquisition. A payment model in which advertisers pay for every action completed as a result of a visitor clicking on their advertisement.

  • CPC

    Cost per click. A payment model in which advertisers pay each time a user clicks on their advertisement

  • CPM

    Cost per thousand (“mille”). A pricing model in which advertisers pay for every 1000 impressions of their advertisement served.

  • CTR

    Click-through rate. The number of clicks divided by total impressions served for a particular creative or campaign.

  • Data

    nformation about users that makes them more valuable to advertisers. Data can include age, gender, location, intent to purchase, demographics, psychographics, wealth, past purchases, and more.

  • Demand

    Advertising demand; entities that wish to buy ad space and display banners.

  • Display Advertising

    Online advertising is often divided into “display” and “search.” Display ads are images and search is text based. Display ads, sometimes referred to as banners, come in standardized ad sizes, and can include text, logos, pictures, or more recently, rich media.

  • eCPM

    Effective Cost Per Thousand. A translation of CPMs, CPCs, CPAs, and any other payment models so they can be compared to each other.

  • Frequency

    How often an ad is shown within a certain time period, such as 24 hours.

  • Frequency capping

    Limiting how often a particular banner is seen by a user. For example, no more than 3 times every 24 hours.

  • Impression

    The act of displaying of a banner on a webpage. The same banner served two separate times would count as two impressions.

  • IAB

    Interactive Advertising Bureau. An online ad industry association focused on the growth of the interactive advertising marketplace. “The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising.” Read more at the IAB’s website. Inventory: The web spaces in which ads are served.

  • Optimization

    In general, refers to finding slices of inventory that provide a positive ROI for your campaigns. Placement: Similar to an ad tag, this is a snippet of code that gives the location of the creative, which is usually a content delivery network (CDN) or an ad server

  • Pop Ad

    An ad that displays in a secondary browser window in front of (Popup) or behind (Popunder) the initial browser window.

  • Pop Ad

    An ad that displays in a secondary browser window directly behind the initial browser window. Pop up: An ad that displays in a secondary browser window directly in front of the initial browser window.

  • PPM

    Profit per 1000 (“mille”) impressions.

  • Premium Inventory

    The term “premium” can be used in different ways, but it most commonly refers to publisher inventory that is sold through direct channels in advance. I.e. guaranteed inventory. Often premium inventory is from a site’s home page, or has some other elevated level of desirability. See also Remnant Inventory

  • Publisher

    Source of Ad Inventory. Refers to blog owners and site publishers.

  • Remnant Inventory

    Remnant inventory is sold after ”premium” inventory has been pre-sold by a direct sales force. Reporting: Data for publishers, such as how much has been earned, how much has been paid and any open balances.

  • Rich Media

    Rich media refers generally to media that has non-standard characteristics such as: Larger than ~40k, out-of-banner (OOB) behavior, features like “post to Facebook,” plays video within a banner, or in-banner metrics collection.

  • ROI

    Return on Investment.

  • ROS

    Run of site. All inventory available on a certain website.

  • Rotating Banners

    Sometimes a single ad tag is set to send one of several different banners. The Qadabra platform allows banners that rotate between different images, but not that rotate brand, offer, or advertiser.

  • Supply

    Supply is inventory, or ad slots on webpages available for ad serving.

  • Tag

    A snippet of HTML, generally either JavaScript or an IFRAME, that tells the browser to request some content from an ad server. “Tag” is often used to mean an ad tag but can also be a banner tag or some other kind of tag. A tag is provided by an ad server or exchange and placed in a webpage by a publisher.

  • Uniques

    When you are counting page views, ad views or a variety of other web metrics, you may wish to separate out individual people vs. multiple actions taken by the same person. Uniques are the number of individual people being counted.