The "Ads" Have It
A group of display ad sizes featuring the same creative.
adset
A company that has deals with advertisers and publishers to manually buy and sell ads across the web; it serves as a broker between a group of publishers and a group of advertisers.
Ad Network
Often calculated with "first touch" "last touch" and multi-touch" models, this measure shows which ads are most responsible for a conversion.
attribution
Using previous online user activity (such as pages visited, content viewed, searches, clicks, and purchases) to generate a segment that is used to match advertising creative to users.
behavioral targeting
An online marketplace that allows internet publishers and advertisers to buy and sell advertising inventory in real-time auctions.
ad exchange
Company whose technology relays an ad buy to a website and reports on how it performed.
ad server
A measure for how many visitors to website only look at the page they landed on and leave without interacting.
bounce rate
A phrase included within an ad, or a graphic element such as a button, that invites the audience to take a certain action
call to action
Hovers and in-banner video (IBV) plays are methods of measuring this.
ad interaction
Ad campaign targeting IP addresses.
addressable campaign
The action taken when a user interacts with an ad, either by clicking on it with their mouse or by pressing Enter on their keyboard.
click
Geofencing a competitor's location to drive business to your brand instead.
Conquesting
The number of potential ads that can be served.
ad inventory
TVs with integrated internet features like Smart TVs, IPTVs, and gaming consoles.
Connected TV (CTV)
A statistic that shows how often people who are served an ad end up clicking on it, expressed as a percentage of total impressions.
click-through-rate (CTR)
Selecting audiences based on the type of content being displayed on a particular website.
contextual targeting
The delivery of an ad from a web server to the end user’s device, where the ads are displayed on a browser or on an application.
ad serving
A term derived from the print advertising industry, which describes the area of a webpage that is visible before the website visitor scrolls down the page.
"above the fold"
the percent of video ads that are played through their entire duration to completion.
completion rate
Monitoring how many conversions have occurred during a specific time period, and analyzing which ads led to the conversions.
Conversion tracking