Monetization Encyclopedia

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

A

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.
ARPU
The Average Revenue Per Unique visitor, a metric that reflects the revenue earned by a website for each visit.

B

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.
Branding
A type of display ad campaign that has the primary goal of spreading awareness of a company's products or services.

C

Campaign
A specific marketing initiative run by an advertiser, identified by a time period and a specific objective or message.
CAN-SPAM
A piece of U.S. legislation passed in 2003 that governs the sending of marketing emails.
Co-registration
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.
Creative
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.

D

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.
Demographics
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.

E

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.

F

Fill Rate
The percentage of ad pageloads that are filled by display ads.
Freemium
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.

G

Geo-Targeting
The process of serving ads only to visitors from specified geographic locations.

H

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.

I

IAB Standard
Ad units that are part of the "Universal Ad Package" according to the Interactive Advertising Bureau (IAB).
Impression
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.
Interstitial
A display ad that typically appears overlaid on grayed out site content.

J

K

L

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.
Leaderboard
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.

M

Macro
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.
Monetization
The process of generating revenue from customers, users, or visitors.

N

Net 30
Payment terms that specify balances are due 30 days after receipt of invoice.

O

Out Clause
A component of a contract that allows the advertiser or merchant to cancel their purchases with a specified notice period.

P

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.
Portrait
A display ad unit that is 300 pixels wide by 1,050 pixels tall.

Q

R

Rate Card
A document that contains the prices for various display ad items and packages for a web site.
Remnant
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.
RPM
A common metric for measuring earnings of online companies, calculated as revenue generated for every 1,000 pageviews of a site.

S

Scalable
A proposed ad spend for which a constant pricing metric can be expected at a lower total budget.
Screenshots
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.

T

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.
Trafficking
The process of uploading all details of a display ad campaign to an ad serving platform.

U

Universal Ad Package
A package of display ads determined by the Interactive Advertising Bureau (IAB) to be the most commonly used and created.

V

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.

W

Welcome Ad
A Web page containing a display ad that appears before a visitor is directed to the desired page on a site.

X

Y

Z

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