A - Z of Online Advertising


Above the fold: An ad position visible on the web page without the user needing to scroll down the page

Ad Units: A way of classifying the size and shape of the online ad type your creative is.


Below The Fold: An ad placed in the area of the web page that requires the user to scroll to see the creative.


Call to Action (CTA): is a marketing message that directs users of the site to engage in some manner with the creative. Generally click through to the advertisers desired web site.

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

Click Through Rate (CTR): The percentage of impressions that resulted in a click through by the user. It is calculated by dividing the number of clicks by the number of page impressions the ad campaign was run on. For example if a banner was click on 15 times after being displayed 1000 times, the CTR is .015 or 1.5%.

Cookies: Small text files used to track a user. Advertisers use cookies to monitor the number of ads shown to a visitor, and also to retarget the same user at a later time.

Contextual Advertising: Also known as content-targeted advertising, is an advertisement that is placed on a web site or page within a site that is "in context" to a company's specific product or service.

Cost per click (CPC): A pricing model that sees the advertisers pay the site owner for every click through made by a user on their advertisement.

Cost per thousand (CPM): A pricing model that sees the advertisers pay for every 1000 page impressions of their advertisement.


Flash: A software plugin that enables users to play multimedia animations (animated online creative).  

Frequency Capping: A feature that limits the number of times advertisers ads are permitted to appear to the same person.


Geo-targeting - Showing ads or content based on the physical location a user is accessing the Internet from.


Pixel: Short for picture element (Pixel), a pixel is a measurement representing a single point in a graphic. Most ad units are measured in pixels such as the common 300 pixel x 250 pixel sized rectangle.


Rich Media: A type of advertisement technology that often includes richer graphics, audio or video within the advertisement.

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