How Advertising Works Pt 1

Internet Advertising Jargon De-mystified.

Let’s start by de-mystifying some of the most common industry language and jargon you’re going to hear trotted out at nearly every website about internet advertising. Understanding these will make deciphering what people are really selling to you much simpler. Click each term to see the definition.


An ad impression that is served on the top portion of a webpage and is visible without having to scroll down the page.

A call that is made by a user’s browser to an ad server or ad exchange for an ad to display on a webpage. An ad call can be considered as a request from a webpage to a server for an ad. The call consists of the information like publisher ID, browser cookies, size, location, etc.

Code that is placed on a publisher’s web page that calls an adserver for the purpose of serving a display ad.

An ad impression that is not visible without scrolling down the webpage.

Clicks generated on publisher sites that are not from real human interaction.

The percentage rate of clicks to impressions.

An identified or variable value used in a creative to count the number of clicks on a display ad.

CPA
Cost per action, or conversion. Typically additional steps beyond a click.

CPC
Cost per click.

CPL
Cost per lead.

CPM
Cost per thousand impressions. This is that standard purchasing unit that ad impressions are bought and sold under.

Advertising across various devices or “screens”, including: computers, phones, tablets, and other internet-connected devices.

Technology platform that facilitates the buying and selling of online media advertising inventory between multiple supply and demand sources.

An ad that is shown within an app or program, typically on mobile devices.

First-party advertising campaign data and targeting that is pulled from historic advertising campaigns reaching a similar target audience and implemented in new advertising campaigns.

Video advertisement that is shown before another video or media.

Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online.

A method of selling and buying online display advertising inventory in real time, one ad impression at a time. RTB is also known as programmatic buying and selling.

Adtegrity’s process of measuring and scoring historic URL performance data for use in future advertising campaigns.