Dictionary Spotlight: GDPR (General Data Protection Regulation)

Above The Fold (ATF) -The initial website screen displayed, without scrolling down. Advertisers may give direction on the percentage of an ad that must be visible to be considered ATF.

Ad Tag – A piece of HTML or JavaScript code that is inserted into the source code of a web page via an Ad Server for the purpose of serving content.

Animation (non-video) – A programmatically generated display of sequential images, creating the illusion that objects in the image are moving.

API (Application Programming Interface) – An API is a set of commands, functions, protocols, and objects that programmers can use to create software or interact with an external system. (http://techterms.com/definition/api)

Back Up Image – Static image (GIF or JPEG) built into Flash or Rich Media creative to deliver as a “back-up” if the animated creative fails on a page.

Banner – Also known as “display ads”, banner advertisements are a form of graphical ads embedded into a webpage, typically including a combination of static/animated images, text and/or video. Banner dimensions are typically defined by width and height, represented in pixels.

Banner Rotation – Displaying different banner ads in a predefined or random order. This term is interchangeable with CREATIVE WEIGHTING.

Below The Fold (BTF) – The website screen made visible by scrolling below the initial screen image.
Industry Fact: Different screen sizes will impact the percentage of an ad that falls below the fold.

Bounce Rate – The percentage of single-page visits to a site (ie. users left the site from the entrance page)

Click – Metric which measures the interaction of a user to an Internet ad. Clicks typically re-direct to a landing page. Additionally common Rich Media Metrics include Expansion, Interaction, and Video Start/Play

Click Rate – Ratio of ad clicks to ad impressions. (Clicks/Impressions)x1000

Click Tracker – An HTML link that can be placed around arbitrary text or content to provide click tracking. There are two types: static and dynamic.

  • Static Click Trackers – The click-through URL is hard-coded in the tags and are active as long as the tag is embedded in a website where users can click on it.
  • Dynamic Click Trackers – The click-through URL is requested from the ad server when the page is loaded. The ad server  dynamically inserts the landing page URL.  Dynamic click trackers allows you to change the click-through URL in the ad server rather than having to send a new set of ad tags to the Publisher.

Close Button – Control that enables a user to close an ad or reduce an expanded panel back to its original size.

Companion Ads – Ad placements intended to appear on a page simultaneously, often considered one unit. Some publishers refer to this as a Roadblock.

Conversion – The point at which the recipient of your digital message performs a desired action.

CPA – Cost per Action (typically defined in the IO)

CPC (Cost per click) – The cost of one click on a listing, keyword, banner or similar item for which you would pay each time someone selects/clicks.

CPL (Cost per Lead) – This cost method is defined as the amount of money a Publisher receives for creating a Lead for an advertiser.

CPM (Cost per thousand) – The acronym CPM is used an industry standard measure for selling advertising on Web sites. The amount charged is for displaying an ad impression 1000 times on a website.

DMA (Designated Market Area) – Geographic areas of the US that represents specific television markets – tabulated using the number of television households contained within that area and the percentage of that area’s population in relation to the total U.S. population – as determined by Nielson Media Research. There are currently 210 DMA markets in the U.S.

DMP – Data Management Platform

DSP – Demand Side Platform

Exposure – A single time a banner is viewed. Known also as IMPRESSIONS.

Flash Creative – Animated creative files generated by Adobe Flash Software.

FPS (Frames Per Second) – The metric used to indicate the frame rate of animated or video creative content.Current IAB Standard is 24-fps.

Hot Spot – The area of an ad unit which, when rolled-over or rolled-on by the user’s cursor, such rollover triggers an event (i.e. expand ad). The hotspot should never be larger than 1/4th the size of the original (collapsed) ad unit.

IAB – The Interactive Advertising Bureau (http://www.iab.net/about_the_iab)


​Impression 
– The appearance of an ad on a website, regardless if a user clicks on the ad.In-Banner Video – A video delivered inside of a display ad creative for a given placement rather than initiating the use of a video player.IP Address – A unique number assigned to your computer connection by your Internet Service Provider (ISP). This unique number serves as the ID of your connection when it’s accessing the Internet.Initial (File) Load – The size of the creative file for an ad, measured in KB or MB, that load along with the webpage files that load when a user first initiates a page load.

IO (Insertion Order) – The order or contract tht governs the digital buy. Insertion Orders typically lists the products purchased (including sizes), flight dates, Cost Metric and dollar value by placement (CPM, CPA, etc.), metric goals by placement (amount of impressions, clicks, actions, etc.), and governing terms (eg. IAB or Agency Terms).

KPI – Key Performance Indicator

MRC – Media Rating Council (http://mediaratingcouncil.org/)

MSA (Metropolitan Statistical Area) – A geographical area defined by the federal Office of Management and Budget (OMB), an MSA is comprised of the Central County or counties containing the core urban area, plus adjacent/outlying counties that have a high degree of social and economic integration with the Central County, as measured by commutation patterns. As of June 6, 2003, the OMB has defined a total of 362 Metropolitan Statistical Areas that incorporate 1,090 counties, containing approximately 83% of the US population.

Overlay – An ad unit that displays over the webpage content briefly when initiated.

PMP (Private Marketplace) – an invite only marketplace where high caliber publishers offer their ad inventory to a selected group of advertisers.

Polite (File) Load – Withholding a portion of the total ad creative file size (besides any initial file load size) from loading on a page until publisher content has loaded.

Positioning – In the context of search engines, it is the position that a sites entry is display in any search engine query.

Progress Bar – A video or animation control that shows users the progression of the video or animation in relation to its total duration.

Ranking – In the context of search engines, it is the position that a sites entry is displayed in a search engine query results.

Referring URL – The address (URL) of the web page a user came from, before entering another site.

Results Page – A page at a search engine that displays the results of searches. After you type in a search query the page that is displayed is called the results page.

RFP – Request For Proposal

RFI – Request for Invoice

RTB (Real-time Bidding) – means by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction.

Rich Media  – Advertisements with which users can interact (as opposed to solely animation) in a web page format. These ad units may appear In Banner (within the confined ad space) or Out-of-Banner including transitionals, expandable (below), floating ads, page take-overs, and tear-backs.

Roll-Over – A willful pause of the user’s cursor on an ad or a target portion of the creative (the “hot spot”), lasting at least 1-second in duration, before an action may be initiated by the ad (i.e. trigger an expand, etc.). Also referred to as MOUSE-OVER.

RON (Run of Network) – The freedom for a banner to be placed anywhere on all participating sites in a network where the purchased ad product exists, and not just on a single web site.

ROS (Run of site) – The freedom for a banner to be placed anywhere on a site where the purchased ad product exists, not just a specific page or collection of pages.

Screenshot – Tear sheet of purchased ad products.

SDK (Software Development Kit or “devkit”) – a collection of software used for developing applications for a specific device or operating system. (http://techterms.com/definition/sdk)

SSP – Supply Side Platform

​Static Banner – A banner that is not animated or includes frames, a still graphic.

Terms & Conditions – Legal guidelines by which a signed IO is governed.  Also referred to as T&Cs.

UGC – User Generated Content

User Initiation – The willful act of a user to engage with an ad by clicking on the ad, and/or rolling over an ad (or a portion of an ad).

Viewable Impression – The MRC Viewable Ad Impression Measurement Guidelines defines this as an ad impression served in the viewable space of the browser window, on an in-focus browser tab, based on pre-established criteria such as the percent of ad pixels within the viewable space and the length of time the ad is in the viewable space of the browser.