ontent is displayed on a web page without the need to scroll.

The banner ad types the publisher accepts from a buyer. I.e. image ads, flash ads, etc.

A method for customers to access digital media. Depending on usage of term, it may consist of hardware and/or a browser.

A company providing services to enable a company or individual to access the Internet. Access Providers are divided into Internet service providers (ISPs) and online service providers (OSPs).

The cost to an advertiser to gain a new customer.

Percentage of participants who opted-in to participate in a mobile initiative/campaign. Percentage = Total participants/total audience. Acquisition is the point where marketers can measure the success of a campaign.

The execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.

A type of HTML page (denoted by an .asp file name) that includes scripts (small programs) that are processed on a web server before the web page is served to the user’s web browser.

A programming language standard developed by Microsoft, which permits complex and graphical customer applications to be written and then accessed from a web browser.

Independent verification of measured activity for a specified time period. Some of the key metrics validated are ad impressions, page impressions, clicks, total visits, and unique users. An activity audit results in a report verifying the metrics.

Software on a user’s browser which prevents advertisements from being displayed.

Audience measurement derived from a third-party ad server’s own server logs.

The headline, descriptive text, and display URL used on a PPC ad to persuade people to visit your website from the top of the search engine results.

A pixel request embedded in an ad tag that calls a web server for the purpose of tracking that a user has viewed a particular ad. These 1×1 pixel tags can track location and activities such as a registration or conversion, and some are powerful enough to know what a user types on a particular site.

When an ad is downloaded by a server or site online, usually a URL for a web site or marked with an @ for an e-mail adress. Literally, it is how a computer finds the location of another computer via Internet.

An electronic media auction technology that sells publisher ad spots in real time by soliciting bids from buyers of online inventory.

An object that governs delivery of ads assigned to it. An Ad Group links multiple ads and creatives to a single budget, and dictates when and where to serve the ads through goal-setting and targeting.

Ad Impression Ratio = Click-throughs / Ad impressions.

When an ad is inserted in a document and recorded by the ad server.

The creative artwork, copy, active URLs, and active target sites which are due to the seller prior to the initiation of an ad campaign.

Aggregated unsold inventory from any number of publishers available for purchase through a singular platform.

Ad ops is short for ad operations and usually refers to the many technical tasks needed for running online advertising campaigns. Ad ops ensure smooth delivery for insertion orders and good inventory management.

Automated and semi-automated means of optimizing bid prices, placement, targeting, or other characteristics that are usually carried out in 3 manners: behavioral targeting, contextual targeting, and creative optimization using experimental techniques.

A measure of advertising effectiveness in which a sample of respondents is exposed to an ad and then at a later time is asked if they remember the ad. Ad recall can be aided or unaided (aided recall is when the respondent is told the name of the brand or category being advertised).

A query to an ad server that calls an ad to fill an ad slot.

When advertisements are changed on a website for different user sessions. This may be in response to ad targeting or simply displaying different advertisements from those on a list.