- Above the Fold
- The section of a website that is immediately viewable upon a page load, with no scrolling required.
- Ad Network
- A company that matches up Web publishers with advertisers, merchants, and other entities that may be able to help monetize Web traffic.
- The Average Revenue Per Unique visitor, a metric that reflects the revenue earned by a website for each visit.
- Banner Blindness
- The tendency of Web visitors to ignore display ads when consuming content online, leading to lower click rates, visibility for advertisers, and revenue for publishers.
- Bonus Media
- Digital ad impressions included on a proposal at zero cost to the advertiser.
- A type of display ad campaign that has the primary goal of spreading awareness of a company's products or services.
- A specific marketing initiative run by an advertiser, identified by a time period and a specific objective or message.
- A piece of U.S. legislation passed in 2003 that governs the sending of marketing emails.
- A revenue-sharing process that involves offering new members or subscribers options to opt in to similar products or services from third parties. Often abbreviated "co-reg," this generally occurs after a visitor signs up for an email list or membership on a website.
- Cost Per Action (CPA)
- A pricing model under which publishers or affiliates are paid when a visitor referred by their site completes a specified action on a third-party site.
- Cost Per Lead (CPL)
- A pricing model in which publishers are compensated for each qualified lead generated on their site.
- CPM (Cost Per Thousand)
- A display ad pricing metric used when the advertiser pays for each ad impression served.
- An image file or snippet of code that can be rendered as a display advertisement when entered into an ad serving platform (such as DFP).
- CTR (Click-Thru Rate)
- The percentage of ad impressions displayed that are clicked by visitors on a website.
- Dedicated Email
- An email sent to a distribution list developed and maintained by a publisher with content created by an advertiser that generally promotes a product or service sold by that advertiser.
- Statistics about the composition of a site's audience, often relevant for purposes of selling ads or assembling a media kit.
- Direct Response
- A type of display ad campaign with very specific advertiser goals, such as the creation of a new account.
- Display Advertising
- The process of showing digital advertisements to visitors of a website.
- Earnings Per Click (EPC)
- A metric used to indicate the average earnings generated as a result of 100 clicks on an affiliate marketing link or ad.
- Email Monetization
- The process of generating revenue from email addresses that have been collected by a publisher.
- End Date
- The day on which a display ad campaign is scheduled to end.
- Expandable Ad
- A display ad shown on a website that increases in size after the initial page load.
- Fill Rate
- The percentage of ad pageloads that are filled by display ads.
- A site or product with both free and paid content or functionality.
- Frequency Capping
- The practice of limiting the number of ad impressions shown to an individual visitor over a specific period of time.
- The process of serving ads only to visitors from specified geographic locations.
- Heat Map
- A visual representation of user activity such as clicks and eye focus on a website.
- Homepage Takeover
- A display ad implementation that involves creative from a single advertiser appearing in all available units on a site's homepage.
- House Ad
- Display ads promoting a product or service sold or provided by the publisher of the website on which it appears.
- IAB Standard
- Ad units that are part of the "Universal Ad Package" according to the Interactive Advertising Bureau (IAB).
- A single view of a display ad unit on a website.
- Insertion Order (IO)
- A document that serves as an instruction for a publisher to run an ad campaign.
- A display ad that typically appears overlaid on grayed out site content.
- Lead Aggregator
- A company that purchases leads from publishers monetizing through lead generation strategies and sells them to the ultimate users of the leads.
- Lead Generation
- A Web monetization strategy that involves collecting contact and demographic information about a site's visitors and selling to lead aggregators or other companies.
- Lead Scrubbing
- The process of removing non-legitimate leads captured by a web site, with the result of lowering expected revenue from this monetization technique.
- One of the most common display ad units, usually seen in dimensions of 728 pixels wide by 90 pixels high.
- Link Unit
- An ad unit that contains plain text that generally links to a custom ad-filled page.
- A snippet of code inserted into third-party ad tags in order to ensure proper functionality of online display ads.
- Media Kit
- A document used primarily by ad sales professionals to concisely summarize the audience and advertising options for a website.
- Medium Rectangle
- A standard display ad that is 300 pixels wide by 250 pixels high.
- The process of generating revenue from customers, users, or visitors.
- Net 30
- Payment terms that specify balances are due 30 days after receipt of invoice.
- Out Clause
- A component of a contract that allows the advertiser or merchant to cancel their purchases with a specified notice period.
- Pay Wall
- A digital barrier that prevents non-members from accessing certain content on a web site.
- Pop-up Ad
- A display ad that opens in a new window or tab without a user prompt or initiation.
- A display ad unit that is 300 pixels wide by 1,050 pixels tall.
- Rate Card
- A document that contains the prices for various display ad items and packages for a web site.
- Ad impressions that have not been sold directly to an advertiser that must be monetized in other ways.
- Request for Proposal (RFP)
- A document sent by an advertiser or agency inviting a publisher to submit a proposal for an upcoming advertising campaign.
- Rich Media
- A display ad that allows for some sort of user interaction, including expansion or video.
- A common metric for measuring earnings of online companies, calculated as revenue generated for every 1,000 pageviews of a site.
- A proposed ad spend for which a constant pricing metric can be expected at a lower total budget.
- Images of an ad appearing on a publisher's site, often sent to the advertiser or agency shortly after a campaign begins.
- Share of Voice (SOV)
- The percentage of total available ads that are included in a specific line item on a display ad proposal.
- Shopping Cart Abandonment
- The occurrence of a visitor to an e-commerce or paid membership site abandoning the checkout process after indicating an intention to purchase one or more items by selecting it and adding to their digital shopping cart.
- Skin (or Skinned Homepage)
- A custom ad implementation that involves hosting creative on the typically blank background of a web page.
- Split Testing
- The process of testing different variations of the same web page in order to identify a layout or strategy that results in superior performance.
- Sponsored Tweets
- A Twitter post for which the account owner is compensated in exchange for promoting a product or service of a third party.
- Super Leaderboard
- A display ad unit that is typically 970 pixels wide by 90 pixels tall.
- Test Campaign
- A display ad campaign with a limited budget and run time that allows advertisers to evaluate the performance of a publisher.
- Tracking Pixel
- A line of code or image file that is used to record each instance of an ad impression being served.
- The process of uploading all details of a display ad campaign to an ad serving platform.
- Universal Ad Package
- A package of display ads determined by the Interactive Advertising Bureau (IAB) to be the most commonly used and created.
- Viewable Impression
- An event that occurs when a display ad both loads on a web page and is visible to a visitor for a minimum amount of time.
- Welcome Ad
- A Web page containing a display ad that appears before a visitor is directed to the desired page on a site.