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The line below which a user has to scroll to see content not immediately visible when
a Web page loads in a browser. Ads or content displayed ―above the fold‖ are visible
without any end-user interaction. Monitor size and resolution determine where on a
Web page the fold lies.
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an aggregator or broker of advertising inventory for many sites. Ad networks are the
sales representatives for the Web sites within the network.
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| Ad Operations (aka "online ad operations", "online advertising operations", "online ad ops", "ad ops", and "ops" in the trade) refers to processes and systems that support the sale and delivery of online advertising. More specifically this is the workflow processes and software systems that are used to sell, input, serve, target and report on the performance of online ads. |
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| web server dedicated to the delivery of advertisement. This specialization enables the tracking and management of advertising related metrics. |
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| An Adult Verification System (AVS) also known as an "Age Gate"[citation needed] is a computing system used by a website to confirm that the user attempting to access their website is of the age required (usually by law) to view the website's content, which typically includes sex, nudity, violence or profanity, Age-Restricted YouTube channels or videos, or ESRBrated content for M-rated and AO-rated video games, or Alcoholic beverages and Tobacco. |
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| A small, self-contained software application that is most often used by browsers to automatically display animation and/or to perform database queries requested by the user. |
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Campaign Assets are any files you may need during the production of your campaign or its subsequent campaign objects (advertisements, flights). These assets can be any type of file including graphic, audio and visual files.
These assets are stored in the Asset Drawer available to the campaign and its subsequent campaign objects (advertisements, flights). The Asset Drawer is located as tab on the right-side of your screen and can be opened by clicking its tab. |
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| The Central Authentication Service (CAS) is a single sign-on protocol for the web. Its purpose is to permit a user to access multiple applications while providing their credentials (such as userid and password) only once. It also allows web applications to authenticate users without gaining access to a user's security credentials, such as a password. The name CAS also refers to a software package that implements this protocol. |
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| A graphic advertising image displayed on a Web page. See iab.net for voluntary guidelines defining specifications of banner ads. |
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| Using previous online user activity (e.g., pages visited, content viewed, searches, clicks and purchases) to generate a segment which is used to match advertising creative to users (sometimes also called Behavioral Profiling, Interest-based Advertising, or online behavioral advertising). Behavioral targeting uses anonymous, non-PII data. |
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| hard or soft....hard is no deliverability and soft is with spam /....usually with email |
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| When a streaming media player temporarily stores portions of a streaming media (e.g., audio or video) file on a client PC until there is enough information for the stream to begin playing. |
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| C3 is a measure of the commercials watched both live and three days DVR playback and is the metric under which much of primetime advertising is bought and sold. |
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| a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations. |
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| cloud computing means storing and accessing data and programs over the Internet instead of your computer's hard drive. The cloud is just a metaphor for the Internet. It goes back to the days of flowcharts and presentations that would represent the gigantic server-farm infrastructure of the Internet as nothing but a puffy, white cumulonimbus cloud, accepting connections and doling out information as it floats. |
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any technology that allows for two-way communication between the audience and the
television service provider (such as the broadcaster, cable operator, set-top box
manufacturer). |
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| different ways to target users consuming mixed media |
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Conversion Tracking is a free tool that shows you what happens after a customer clicks on your ads -- whether they purchased your product, signed up for your newsletter or filled out a form to receive more information.
By tracking these actions, known as "conversions," you'll know which ads, keywords and campaigns bring you business. This helps you invest more wisely in the best ones and ultimately, boost your return on investment (ROI). |
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Instead of running a standard display ad that features a particular model of car, why not show an ad that adjusts to show the car model most appropriate to the particular user viewing the ad? Dynamic creative optimization does just that, by breaking an ad into individual elements, and creating versions of those elements relevant to different audiences, we enable you to create, and scale more personalized brand experiences.
Dynamic creating optimization from Microsoft Advertising can leverage up to four data sources:
Publisher data including behavioral data which helps to identify the most appropriate audiences for your goals.
Reverse IP which can be used for geo-targeting.
Advertiser data which can be used for remessaging
Third-party data including information about a customer's environment, such as stock market performance or local weather conditions.
The content, visuals and calls-to-action are then dynamically changed to deliver more relevant messages to that individual. |
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| a person who is creative, typically in a professional context. |
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| In computing, cross-platform, or multi-platform, is an attribute conferred to computer software or computing methods and concepts that are implemented and inter-operate on multiple computer platforms.[1] The software and methods are also said to be platform independent. Cross-platform software may be divided into two types; one requires individual building or compilation for each platform that it supports, and the other one can be directly run on any platform without special preparation, e.g., software written in an interpreted language or pre-compiled portable bytecode for which the interpreters or run-time packages are common or standard components of all platforms.[2] |
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A data aggregator is an organization that collects and compiles data from various sources, often offering results or access for resale. There are three primary types of data aggregators:
Offline Data Aggregators
Generally establishing an interest in managing data from sources prior to the proliferation of the internet, companies like Acxiom and ChoicePoint have offered data acquired through both public record and private sources (like customer loyalty cards) for sale. This data is primarily sold to advertisers at the ZIP or ZIP+4 level, in order to maintain anonymity. Increasingly, the offline data is migrated for use in online campaign targeting.
Online Data Aggregators
Most often called Data Management Platforms (DMPs), companies like Lotame and BlueKai establish relationships with a large number of websites in order to gain a big-picture view of cookied users that would be inaccessible to individual sites.
Personal Data Aggregators
Used primarily for either investigation of an individual or reputation management, companies like Spokeo and Chi.mp allow information for an individual to be collected in one place. This has little use for digital advertising. |
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| A Data Management Platform (DMP) is a system that allows the collection of audience intelligence by advertisers and ad agencies, thereby allowing better ad targeting in subsequent campaigns. |
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| someone who supplies data |
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| Marketing decks are visual presentations used by marketers, public relations managers and advertising executives for one of two purposes -- either as a tool for selling a product or service to a client, or as a snapshot of a given time period in the company's marketing and advertising program. This second deck is normally presented to the general managers or owners of a business. |
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| Digital advertising networks |
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| Online advertising, also called Internet advertising, uses the Internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. |
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| A demand side platform (DSP), also called buy side optimizer and buy side platform is a technology platform that provides centralized and aggregated media buying from multiple sources including ad exchanges, ad networks and sell side platforms, often leveraging real time bidding capabilities of these sources. |
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| Enewsletters are publications that are regularly developed and distributed by businesses, charitable organizations, societies, clubs and religious bodies. Based on topics that interest customers, they are an effective way to maintain contact. Businesses also use newsletters to promote products or services. |
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| Ad exchanges are technology platforms that facilitate the bidded buying and selling of online media advertising inventory from multiple ad networks. The approach is technology-driven as opposed to the historical approach of negotiating price on media inventory. This represents a field beyond ad networks as defined by the Interactive Advertising Bureau (IAB),[1] and by advertising trade publications such as Advertising Age.[2] |
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| Flighting is an advertising term for a timing pattern in which commercials are scheduled to run during intervals that are separated by periods in which no advertising messages appear for the advertised item. Any period of time during which the messages are appearing is called a flight, and a period of message inactivity is usually called a "hiatus". |
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| The limit of how many times a given ad will be shown to a unique cookie during a session or within a specified time period. |
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| Ads that appear between two content pages. Also known as transition ads, intermercial ads and splash pages. |
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| Logolink is a promtional agency that provides strategically integrated solutions to elevate our client's brand and support their key messaging and objectives through innovative ideation, design, branded products, packaging and merchandising. |
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| In statistics, a long tail of some distributions of numbers is the portion of the distribution having a large number of occurrences far from the "head" or central part of the distribution. The distribution could involve popularities, random numbers of occurrences of events with various probabilities, etc.[1 |
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| he marketing mix is a business tool used in marketing and by marketers . The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the four P's: price, product, promotion, and place.[1] In service marketing, however, the four Ps are expanded to the seven P's [2] or eight P's to address the different nature of services. |
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| Media Buying is the art of ensuring our clients' adverts appear where they want them to and that they pay the best possible price. |
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| Media management is a term used for several related tasks throughout post-production. In general, any task that relates to processing your media is considered to be media management, such as capturing, compressing, copying, moving, or deleting media files. |
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| Marketing mix modeling (MMM) is a term of art for the use of statistical analysis such as multivariate regressions on sales and marketing time series data to estimate the impact of various marketing tactics (marketing mix) on sales and then forecast the impact of future sets of tactics. It is often used to optimize advertising mix and promotional tactics with respect to sales revenue or profit. |
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| Media planning is generally the task of a media agency and entails finding media platforms for a client's brand or product to use. The job of media planning involves determining the best combination of media to achieve the marketing campaign objectives. |
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| A linear video spot that appears in the middle of the video content. |
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| An overlay is a media element that 'floats' above other content. This could be text floating over video, or an expanding banner ad expanding over page content. |
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| Pacing is the control logic that determines how an advertiser's budget should be spent relative to time. An analogy is to an athlete running in a race: sprint too early and risk fading away before the finish line, but sprint too late and never make up the distance. Pacing ensures uniform competition throughout the day across all advertisers and automatically allocates budgets to different ads. Pacing is a core part of the optimization which ensures that return on investment (ROI) is maximized for the advertisers. |
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| When the page is actually seen by the user. Some platforms, like Facebook cache preview images for applications, which can mean that page views are not counted until a user clicks through to an application canvas page. |
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| Performance-based pricing |
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| Performance-based advertising is a form of advertising in which the purchaser pays only when there are measurable results. Performance-based advertising is becoming more common with the spread of electronic media, notably the Internet, where it is possible to measure user actions resulting from advertisement. |
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| A web beacon, also known as a web bug, 1 by 1 GIF, invisible GIF, and tracking pixel, is a tiny image referenced by a line of HTML or a block of JavaScript code embedded into a web site or third party ad server to track activity |
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Polite loading refers to an ad serving process by which a lighter file (called initial file) is initially loaded while the content page is loaded. Additional Flash content (called subsequent polite file) is then loaded and displayed after the host page has finished loading. For rich media ads, user initiated file load and additionnal file may be also encountered.
Polite downloading is generally used for Flash ad files exceeding 40 ko. An ad delivered through polite loading is called polite banner. |
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| A Web site that often serves as a starting point for a Web user’s session. It typically provides services such as search, directory of Web sites, news, weather, e-mail, homepage space, stock quotes, sports news, entertainment, telephone directory information, area maps, and chat or message boards. |
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| A linear video spot that appears after the video content completes |
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| A preroll video ad is an In-Stream Video Ads that occurs before the video content the user has requested. See also postroll and midroll. |
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| An individual or organization that prepares, issues, and disseminates content for public distribution or sale via one or more media. |
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| The use of a pixel tag or other code to enable a third-party to recognize particular users outside of the domain from which the activity was collected. See Creative Retargeting, Site Retargeting. |
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| Income derived from sources related to a company's everyday business operations. For example, in the case of a retail business, inventory sales generate operating revenue, whereas the sale of a warehouse does not. Instead, the latter sale is considered to be an unexpected, or "one-time", event. |
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| Advertisements with which users can interact (as opposed to solely animation) in a web page format. These advertisements can be used either singularly or in combination with various technologies, including but not limited to sound, video, or Flash, and with programming languages such as Java, Javascript, and DHTML. These Guidelines cover standard Web applications including e-mail, static (e.g. html) and dynamic (e.g. asp) Web pages, and may appear in ad formats such as banners and buttons as well as transitionals and various over-the-page units such as floating ads, page take-overs, and tear-backs. |
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| A website that provides a searchable index of online content, whereby users enter keywords describing what they are seeking and the website returns links related to this search query. |
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| tools to handle social campaigns |
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| A supply-side platform or sell-side platform (SSP) is a technology platform with the single mission of enabling publishers to manage their advertising impression inventory and maximize revenue from digital media. As such, they offer an efficient, automated and secure way to tap into the different sources of advertising income that are available, and provide insight into the various revenue streams and audiences. Many of the larger web publishers of the world use a supply-side platform to automate and optimize the selling of their online media space. |
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| Tag management is a concept that was born out of the increasing need for more agile marketing measurement and tracking ability. Managing and making changes to tags can be tedious and involve unnecessary red tape. |
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| In information systems, a tag is a non-hierarchical keyword or term assigned to a piece of information (such as an Internet bookmark, digital image, or computer file). This kind of metadata helps describe an item and allows it to be found again by browsing or searching. Tags are generally chosen informally and personally by the item's creator or by its viewer, depending on the system. |
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he standard type of AdWords ad. A text ad typically includes a link to your website and a description or promotion of your product or service.
Text ads include a title that's also a clickable link to your webpage, one or two lines of text, and your website address shown in green. On the Search Network, other elements of the ad can also be clickable to match the look and feel of the publisher's site.
These ads can appear on Google search results pages and across the Google Network. Text ads might look different on the Display Network.
Text ads are sometimes known as "sponsored links" because the title links to the advertised website.
Here are a few things that great text ads do: highlight what makes your business or product unique; include prices, promotions, or exclusive offers; have a clear call to action; and use at least one of your keywords in your ad text. |
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| Hypertext is text displayed on a computer display or other electronic device with references to other text which the reader can immediately access, or where text can be revealed progressively at multiple levels of detail. ... |
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There are various definitions, Forrester Research’s description follows:
• A centralized, service-based organization that serves as a managed service layer, typically on top of a licensed
demand-side platform (DSP) and other audience buying technologies; manages programmatic, bid-based media
and audience buying. Works as an agency’s internal “center of excellence,” supporting agency teams wishing to
tap into this new buying model on behalf of agency clients.
Agency trading desks have also been described as:
• A dynamic way to purchase audiences, allowing media to be purchased in real time rather than from pre-procured
inventory.
• Takes search (an auction based model) and applies that to display media; in a real time fashion like a stock exchange.
• An audience-buying company.
• A platform that uses data and technology to help advertisers more effectively purchase audiences at scale
across digital media. |
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| TV Everywhere refers to a business model wherein television broadcasters—particularly cable networks, allow their customers to access content from their network through internet-based services—either live or on-demand, as an aspect of their subscription to the service. |
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| Unique individual or browser which has accessed a site or application and has been served unique content and/or ads such as e-mail, newsletters, interstitials or pop-under ads. Unique visitors can be identified by user registration, cookies, or third-party measurement like ComScore or Nielsen. Reported unique visitors should filter out bots. See iab.net for the audience reach measurement guidelines. |
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| A check verification service provides businesses or individuals with either the ability to check the validity of the actual check or draft being presented, or the ability to verify the history of the account holder, or both.[1][2] it often provide guaranteed service. |
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| 1) any advertising that propagates itself; 2) advertising and/or marketing techniques that "spread" like a virus by getting passed on from consumer to consumer and market to market. |
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| A small application designed to reside on a PC desktop (Mac OS X or Windows Vista) or within a Web-based portal or social network site (e.g., MySpace or Facebook) offering useful or entertaining functionality to the end user. |
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| Yield and Revenue Management is the process of understanding, anticipating and influencing advertiser and consumer behavior in order to maximize profits through better selling, pricing, packaging and inventory management, while delivering value to advertisers and site users. |
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