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.

Why Target Media Partners?

Solutions that work

We are a performance-based lead generation and digital marketing company providing desktop and mobile solutions to increase store sales.

Customer Service

Join thousands of customers across the country who value TMPi solutions. Our team of digital experts will customize your campaign for maximum results.

Guaranteed Results

Our consultative-based digital solutions are so good we guarantee it, as measured within your CRM of trackable calls, emails, texts and website traffic.

CONTACT US

Click here to connect with one of our sales representatives.