Display Advertising Glossary

ad blocking – the blocking of Web advertisements, typically the image in graphical Web advertisements.

advertising network – a network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.

aggregator – an Internet-based tool or application which collects and curates content (often provided via RSS feeds) from many different websites and displays it in one central location.

algorithm – mathematical rules and calculations used to determine rankings.

banner ad – a graphical web advertising unit, typically measuring 300 pixels wide and 250 pixels tall (i.e. 300×250).

behavioral retargeting – a form of online advertising targeted to consumers based on their previous Internet actions.

bounce rate – refers to the percentage of a given page’s visitors who exit without visiting another page on the same site.

caching – the storage of Web files for later re-use at a point more quickly accessed by the end user.

click-through – the process of clicking through an online advertisement to the advertiser’s destination.

click-through rate (CTR) – The average number of click-throughs per hundred ad impressions, expressed as a percentage.

contextual advertising – a method of serving advertisements based on the content (i.e., overall context or theme) of a web page.

conversion rate – the percentage of visitors who take a desired action.

cookie – information stored on a user’s computer by a Web site so preferences are remembered on future requests.

cost-per-click (CPC) – the cost or cost equivalent paid per click-through.

CPM – cost per thousand impressions.

call to action (CTA) – the part of a marketing message that attempts to persuade a person to perform a desired action.

contextual advertising – a method of serving advertisements based on the content (i.e., overall context or theme) of a web page.

customer acquisition cost – the cost associated with acquiring a new customer.

frequency cap – restriction on the amount of times a specific visitor is shown a particular advertisement.

geo-targeting – the practice of delivering different content to a website user based on his or her geographic location.

hit – request of a file from a Web server.

house ad – self-promotional ad a company runs on its media outlets to put unsold inventory to use.

HTML banner – a banner ad using HTML elements, often including interactive forms, instead of (or in addition to) standard graphical elements.

impression – a single instance of an online advertisement being displayed.

interstitial – an advertisement that loads between two content pages.

IP address – this series of numbers and periods represents the unique numeric address for each Internet user.

keyword – a word used in a performing a search.

keyword research – the search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).

page view – request to load a single HTML page.

pay per click (PPC) – online advertising payment model in which payment is based solely on qualifying click-throughs.

pop-up ad – an ad that displays in a new browser window.

pop-under ad – an ad that displays in a new browser window behind the current browser window.

query – The term(s) entered into a search engine by the user.

return on investment (ROI) – the ratio of profits (or losses) to the amount invested.

rich media – new media that offers an enhanced experience relative to older, mainstream formats.

run-of-network (RON) – ad buying option in which ad placements may appear on any pages on sites within an ad network.

run-of-site (ROS) – ad buying option in which ad placements may appear on any pages on sites within an ad network.

search retargeting – the use of a site visitor’s search history as a basis for the ads that the visitor will see.

skyscraper ad – a 120×600 pixel or 160×600 vertical banner. Best if used along sidebars of webpages.

stickiness – the amount of time spent at a site over a given time period.

text ad – advertisement using text-based hyperlinks.

unique visitors – individuals who have visited a Web site (or network) at least once in a fixed time frame, typically a 30 day period.

website traffic – the amount of visitors and visits a Web site receives.

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