This Ad size is known as leaderboard or super banner. It is replaced by small 460×60 as outcomes are way

This is a 2011 retired Ad unit. This was used to be published at top of the page as a

This Ad size is also known as medium rectangle and is commonly placed above the fold. This is the most

as it performs and looks better. This is generally placed on side of the page.

160 pixels tall and 600 pixels wide, this is an IAB standard Ad unit known as sky-scraper or super skyscraper.

This is a retired Ad unit, previously, it was also called button with 120×60.

his is a retired Ad unit now. 160×600 has now replaced it.

A digital marketplace that enables advertisers and publishers to buy and sell ad inventory, often through real-time auctions.

A metric that counts how many times an ad is fetched and presumably seen by users.

The total amount of space a publisher has available to sell for advertisements.

A company that connects advertisers to websites that want to host advertisements.

Grouping multiple ads together to play sequentially during a video ad break.

A technology that stores information and delivers ads to websites or apps. Ad Stack – The combination of tools and

The combination of tools and platforms used to run digital advertising campaigns.

A performance-based marketing strategy where a business rewards affiliates for bringing traffic or sales.

The rule or set of rules that determines how credit for conversions is assigned to touchpoints.

Video services that provide content for free but include advertising.

The process of dividing a broad consumer audience into sub-groups.

Determines how the winning price is calculated in programmatic bidding.

Ads that leverage AR technology for interactive experiences.

Tools and practices to ensure ads appear in brand-safe and fraud-free environments.

Short for Advertising Technology, referring to platforms and tools for digital advertising.

Refers to creating groups of users who share similar interests and meet the campaign’s KPIs, based on defined parameters.

A pre-set time period in which media partners and publishers can claim credit for a conversion (click or view).

It refers to the percentage of users who choose the “Allow” option, presented with the ATT prompt in the app.

A metric showing the average revenue generated per active user over a specific period.

An iOS 14.5 feature requiring apps to get user permission before tracking activity across apps and websites.

The process of setting the URL of the app’s page and submitting it through a sitemap or Google Search Console.

An iOS feature that lets users quickly access a lightweight version of an app without a full download.

Accelerated Mobile Pages or AMP, is a framework to build web pages that aim to improve the web page loading

Helps publishers in managing the quantity of ad networks via a single SDK to increase CPMs and fill rates.

A type of ad fraud where multiple ads are layered on top of each other in a single placement, counting

It is a process for optimizing and improving an App’s visibility in an App store.

It is a framework for analyzing touchpoints to receive credit along the journey to conversion.

A verification page that requires users to input their date of birth before accessing age-restricted content.

The process of uploading, managing, troubleshooting, optimizing and reporting on Advertising Campaigns is Ad Trafficking.

The piece of code an advertiser gives to a website as a substitute for the actual ad is the Ad

An Ad slot is the space on a webpage where an advertisement loads.

It means the product a company normally uses to serve advertising. For example, two of Google’s Ad Platforms are AdSense.

Ad Ops or Ad Operations is a job role designated for uploading, managing, troubleshooting, optimising and reporting on Ad Campaigns.

An Ad network is referred to as a company which sells advertising space for numerous websites.

The total ad space a publisher can sell. It is usually expressed in terms of impressions.

A metric that counts how many times an ad is fetched and displayed. It indicates delivery, not engagement.

A set of Ads which is designed to run together is known as an Ad campaign.

When one computer asks for an Ad from another is known as Ad call or Ad request, or Ad Impression.

A person or entity that negotiates and purchases advertising inventory on behalf of an agency or brand.

A whole block of Ads is being purchased for the sole purpose is an Ad buy.

The software which stops advertisements from being shown on websites in the user’s browser is Ad Blocker.

The Company which handles other companies’ marketing assignments is known as Ad Agency.

A Google program that measures viewable impressions. An impression is counted only when at least 50% of the ad appears

Here, it means the purchase of an ad space and not a takeover.

Traditional advertising using mass media such as TV, radio, and billboards. It focuses on a broad audience reach.

The visible portion of a webpage when it first loads, before scrolling down. It is prime ad space as it

Technology that places ads dynamically into content streams, ensuring relevance and seamless delivery.

Combines ads with video content into a single stream to provide a buffer-free viewing experience.

A metric that measures how effectively an ad captures and retains viewer attention.

A metric that measures how effectively an ad captures and retains viewer attention.

The excessive presence of ads within content can reduce viewer engagement and impact.

Targeting based on the apps a user engages with, reflecting their interests and preferences.

Using user behaviour data to target ads more effectively.

A request sent by a publisher to ad exchanges when a user visits a page.

Ensuring ads don’t appear next to inappropriate or damaging content.

Standard display ad units appearing on web pages.

A technique in first-price auctions to avoid overpaying.

The percentage of visitors who navigate away after viewing only one page.

A semi-fictional representation of your ideal customer.

Content created by or for a brand that integrates promotional messaging.

Small wireless transmitters that send signals to nearby smart devices for location-based advertising.

Blocking certain sites or IPs from accessing or displaying ads.

Non-human traffic generated by automated scripts.

Tools that collect and analyze data for informed decision-making in ad tech.

A metric to assess the impact of advertising on consumer perceptions.

TV advertising where ads can be targeted at the household level.

Short, non-skippable video ads up to 6 seconds long.

Banner Ads are the generic term used to portray image-based online Ads such as 160×600, 300×250 and 728×90.

When an Ad Tag fails to call the intended Ad, the Backup Ad comes to the rescue.

Baseline in online advertising refers to the unoptimized set of statistics we get when running a campaign first

The term means a space on a webpage which can be seen once the user scrolls down. BTF commands a

BTL is an unconventional marketing technique which includes native advertising.

Dishonest or illegal methods of practice in online advertising. It is most often used with reference to SEO.

A Bot is a computer program that acts as a user for another computer, generally used for increasing Ad Impressions.

The percentage of users who visit a site but leave right away. A user is believed to have ‘bounced’ if

When advertisers pay an extra amount to have their Ads shown on premium sites, as advertisers expect good user interaction

Ad purchased for brand advertising is Brand Buy.

When an Ad tag fails to get back an Ad, then it is a broken Ad call.

Research that measures how ad campaigns improve brand awareness, recall, and perception.

The extent to which a brand is noticeable and recognized across media touchpoints.

The strategy of creating a unique identity, voice, and image for a brand in the consumer’s mind.

The emotional connection and preference consumers develop toward a brand.

Delivering ads based on users’ online behaviours such as browsing, clicks, and purchases.

Televisions connected to the internet that allow video streaming and targeted ads.

The price advertisers pay for every 1,000 ad impressions. It is commonly used to measure campaign reach.

The cost incurred each time a user clicks on an ad. It directly links spend to engagement.

The cost of acquiring one paying customer or conversion. It measures overall campaign efficiency.

The cost paid for every app install generated through advertising. It is a key metric in mobile app marketing.

The percentage of users who click on an ad after seeing it. Calculated as (Clicks ÷ Impressions) × 100.

Serving ads based on the content and keywords of a webpage. It ensures ad relevance without relying on user data.

A small piece of tracking code placed on a site or app. It records user actions such as purchases, sign-ups,

Delivering ads to the same user across multiple devices like mobile, desktop, and CTV. It enables consistent messaging and attribution.

The process of testing and improving ad creatives. It enhances design, format, and messaging for higher engagement and performance.

A tool to collect and manage user consent for data processing.

Software that unifies customer data from various sources.

A pricing model where advertisers pay only when a user views a video ad. It helps measure the efficiency of

A method to sync user IDs across different platforms using cookies. It helps deliver consistent and targeted advertising.

A technology that filters, packages, and optimizes inventory for buyers. It ensures better quality and transparency in supply.

The process of stopping an Ad from getting automatically stored on a user’s computer is cache-busting.

A Call to action is a directive message for users. For example: Get your free sample here or Buy now.

The percentage of ad impressions that result in clicks. It helps advertisers measure effectiveness and compare performance across different sites.

An additional ad served alongside a primary ad, usually loading after the main one to complement the campaign.

The number of clicks on a Facebook post is Consumption.

This is a term used on completion of a CPA campaign.

A measure which denotes that how many clicks on ads that became Conversions.

Cost Per Acquisition or CPA means an advertising rate for which the advertiser pays only when an Ad leads to

Cost Per Action or CPA is an advertising rate in which the advertiser pays only when an Ad leads to

Cost Per Click or CPC is an advertising rate in which publishers get paid when a user clicks on an

Cost Per Day or CPD is an advertising rate, which means advertisers pay for each single day that an Ad

Cost Per Engagement, or CPE, is an advertising rate, which means advertisers make a payment for every engagement on an

Cost Per Install is an advertising rate, which means advertisers only pay when their app is downloaded.

Cost per land is an advertising rate, much similar to Cost Per Click, but a slight difference in just the

Cost Per Lead is an advertising rate where the publisher gets paid when the potential customer has entered their contact

Here, M stands as Roman M, which is equivalent to a thousand. This means advertisers pay to publisher when they

Cost Per View is an advertising rate where publishers get paid on per video advert per-video-advert-view basis.

Connected TV advertising solutions for immersive storytelling on premium OTT inventory.

When an automated program goes through a website and maps it for a website, this process is crawling.

A rule ensuring competing brands’ ads don’t appear back-to-back in the same break.

A statistical range that shows the reliability of survey or measurement results.

When multiple people watch the same content together, it influences shared ad experiences.

Technology used by advertisers to buy digital ad inventory in real-time.

Automatically customising ad creatives based on user data.

Centralized system for collecting and managing audience data.

Digital billboards and displays outside the home.

Attribution based on actual data to distribute conversion credit.

Unique identifier assigned to a user’s mobile device.

Visual-based ads that appear on websites or apps.

A unique identifier for a programmatic direct deal.

Analyzing and optimizing the path ads take to reach consumers.

The process of purchasing ad inventory directly from publishers without intermediaries.

A form of ad fraud where fraudsters misrepresent low-quality or non-existent inventory as premium publisher inventory.

A blockchain-based approach to managing digital identities, giving users more control and security over their personal data.

Removing redundant data in performance measurement.

The process of passing an Ad Call from one Ad Network to another via defaults is Daisy Chaining.

A process of ensuring that two different companies do not get paid for the same sale is De-Duplication.

An Ad which gets displayed when no other Ad is available from an Ad Server due to targeting restrictions is

A platform that lets advertisers buy digital ad inventory programmatically through real-time bidding (RTB), automating the process of targeting and

As the name suggests, device targeting is targeting the specific device for the projection of Ads, such as mobile, computer,

This means reducing the ad’s appearance on placements when it is not performing up to the mark to improve the

Google’s Demand-Side Platform used for programmatic ad buying and campaign management.

The effective cost per 1000 impressions after factoring in performance.

A metric that measures how actively users interact with an ad, such as clicks, likes, shares, or comments.

A strategy where ads are shown to users based on their interactions with emails, such as opening, clicking, or ignoring

The final screen of a video ad, usually containing a strong call-to-action like “Download Now,” “Shop Today,” or “Learn More.”

A method used to monitor and record user actions within an ad or webpage, such as button clicks, video plays,

A rich media ad format that starts in a smaller size and expands when users interact with it, providing more

Percentage of users who leave a site from a specific page.

Online marketplaces where advertisers and publishers connect to buy and sell ad inventory in real time through bidding.

Exposure from organic means like shares, mentions.

Ads placed seamlessly within digital content such as articles, videos, or games. Since they blend into the user’s experience, they

The ratio of failed ad requests or impressions.

Special deal giving one brand sole rights to a channel or placement.

Attribution using third-party platforms.

Targeting that respects privacy laws and norms.

Ads from brands directly related to the website’s content.

Full form is effective CPM. It is a calculation through which the publisher finds out what CPM they will generate

Engagement is any sort of user interaction with the Ad.

The percentage of users who interacted with the Ad is the Engagement Rate.

A way to stop ads from appearing in a certain place or to a certain user is the Exclusion pixel.

An Ad Unit which expands with user interaction.

(Free Ad-Supported Streaming TV) – Streaming TV platforms offering free content supported by ads.

Data that a brand directly collects from its own audience through interactions like website visits, app usage, or sign-ups. It’s

A method that restricts how many times the same ad is shown to a single user. This prevents ad fatigue

An ad unit placed at the bottom of a webpage or mobile app screen. It stays fixed as users scroll,

A large ad that temporarily takes over the entire app or webpage interface. It grabs attention effectively but should be

Technology and tools used to identify invalid clicks, fake impressions, or bot traffic. It protects advertisers’ budgets by ensuring only

The ratio of ad requests successfully matched with ads versus total requests. A high fill rate means fewer wasted opportunities

A way to measure how digital ad exposure translates into physical store visits. It connects online campaigns with offline conversions.

Fine-tuning how often ads are delivered to a user. The goal is to strike a balance between visibility and overexposure.

An ad auction model where the highest bidder wins and pays exactly their bid amount. Unlike second-price auctions, there are

Refers to how many frames are displayed per second in a video ad. A higher frame rate ensures smoother playback

Ads that seamlessly blend into content feeds, like those on Facebook or Instagram. They appear native to the environment and

An ad scheduling strategy where campaigns run during selected time periods rather than continuously. It’s often used to align with

A measurement model that gives 100% credit for a conversion to the first ad interaction. It helps understand which channel

Short-lived ad campaigns designed to create urgency and quick conversions. They work best with limited-time offers or discounts.

An ad format that overlays content at the page’s bottom.

The percentage of ad inventory successfully sold or filled with ads. It is calculated as (Ad Impressions Sold ÷ Total

An interactive and animated Ad made using Adobe Flash.

Floater is a pop-up that appears when a user is visiting the webpage.

It is a service that has a basic version which is free to use, but a paid premium version is

Simply how often the user sees the Ad.

Control on the number of times an Ad is shown. For example, if the frequency cap is 3/24, then an

Targeting users within a virtual perimeter in real time.

Google’s vast display advertising network

EU law that governs data privacy and protects consumer information.

The use of game-like elements such as rewards, levels, or challenges within ads to make them more interactive and engaging

A highly detailed targeting approach that uses multiple layers of audience data (demographics, behavior, interests, etc.) to reach the right

A traditional media metric that combines reach and frequency to measure the overall exposure or impact of an ad campaign.

Programmatic ad buying where terms like pricing, placement, and impressions are pre-negotiated, ensuring guaranteed inventory for advertisers.

Delivering ads to users based on their geographical location, such as city, country, or radius targeting, to increase local relevance.

Google’s advertising platform that allows businesses to run paid campaigns across search, display, YouTube, and other partner networks.

A marketing approach focused on rapid testing and creative tactics to discover cost-effective, scalable ways to grow a brand or

A tag management system that simplifies adding and managing tracking codes, analytics, and marketing tags on websites and apps.

Advertisements placed within gaming environments, such as in-game billboards, playable ads, or rewarded video ads.

Valuable content (like eBooks, reports, or webinars) that users can only access after filling out a form or signing up,

A web analytics tool from Google that tracks website traffic, user behavior, and conversions to provide insights for optimization.

A mobile ad platform designed for app developers to monetize their apps with ads across Google’s ad network.

A wide pool of ad placements available across international publishers, enabling brands to run campaigns at a global scale.

Turning something into a game is Gamification. This is generally done to make Ad attractive, like turning Ad into some

An animated image is a GIF; the full form is Graphic Interchange Format.

This means Ad buys where a specified amount of inventory is offered. There is also a penalty for failing to

An Advanced programmatic technique for fairer ad auctions. HeliX- A next-generation Unified Supply Platform (USP) by Xapads, that streamlines programmatic

A next-generation Unified Supply Platform (USP) by Xapads, that streamlines programmatic advertising for publishers, advertisers, and demand partners, enabling efficient

Interactive and rich media ads built using HTML5 code. They work across devices and allow animations, video, and dynamic content

Visually striking ad formats designed to grab attention, often using animations, videos, or full-screen placements to increase engagement.

Ads run by publishers to promote their own products, services, or content instead of external advertisers.

A visual representation showing where users interact most on a webpage or app, highlighting clicks, taps, or scrolling behavior.

Serving ads to users based on trending or specific hashtags they engage with on social platforms.

Combining multiple ad formats, like video, display, and native ads, to maximize revenue from available inventory.

Technology or methods used to ensure that ad impressions, clicks, and engagement come from real users rather than bots.

A metric that measures how quickly users engage with an ad after it is displayed, indicating initial attention capture.

Marketing campaigns designed to build buzz, excitement, or anticipation around a product or event before launch.

Using AI and data insights to deliver highly tailored ads or experiences to individual users based on behavior, preferences, and

Premium ad placements that command a higher cost per thousand impressions due to better visibility, quality, or audience targeting.

Scripts implemented in header bidding setups to facilitate real-time auctioning of ad inventory across multiple demand sources.

Video ads formatted in landscape orientation, optimized for desktop and widescreen mobile viewing.

Using past data to forecast future performance.

When a single Ad (kind of sponsorship) appears on the home screen of a website, it is a homepage takeover.

Advertising the Ad of a product on its own website is a House Ad. They are typically used as default

Delivering custom ad creatives and placements for specific audience segments.

Databases that connect user identifiers across devices to enable unified targeting.

A single instance of an ad being displayed to a user.

Full-screen ads shown at transition points in an app.

Serving ads directly within mobile applications.

Targeted ad placements within mobile apps for high engagement and CTR.

Ads served within CTV applications, blending mobile ad precision with TV reach.

Delivering ads to users based on their IP address, helping brands target specific locations, offices, or networks with precision.

The total ad space that publishers make available for advertising across websites, apps, or digital platforms.

Measuring the additional impact or lift that an advertising campaign generates beyond what would have happened naturally.

Ads that are actually visible on a user’s screen, rather than just being served, ensuring genuine opportunities for engagement.

Marketing campaigns that leverage social media influencers to amplify brand messages and drive engagement through trusted voices.

Serving ads to users based on signals that indicate purchase intent, search behavior, or content interest online.

Guidelines and best practices set by the Interactive Advertising Bureau to ensure consistency, transparency, and quality in digital advertising.

Ads that allow users to interact with content through animations, clickable elements, or mini-games to boost engagement.

The percentage of total available ad impressions that your ad receives compared to competitors, indicating market visibility.

Video ads that play before, during, or after video content within streaming or on-demand platforms.

Linking a mobile app installation to the marketing channel or campaign that drove it, helping measure campaign effectiveness.

Ads that reward users for engaging, such as offering points, discounts, or in-app bonuses for watching or clicking.

Impression cap means a limit on the number of impressions. If the impression cap is 20,000, then not more than

Impression RPM means revenue every thousand impressions. Here, revenue means the amount which the publisher receives.

The link which leads you to the website is an inbound link. From the SEO perspective, it is highly recommended.

The Ads in the highlighted form within the webpage which eventually expand when clicked.

It determines how many clicks on an ad it takes per installation in a Cost Per Install campaign.

The Ads which appear at the top of the page in a floating manner, delivered by the Ad server.

The Total amount of Ad impressions a publisher has is called inventory.

Web tracking implemented using JavaScript code snippets, allowing advertisers to monitor user behavior, clicks, and conversions.

Ads that redirect users to a dedicated landing page or microsite after interaction, offering more space for messaging and engagement.

A microsite or page that opens after clicking a pop-up or banner ad, providing a focused environment for conversions.

Real-time programmatic bidding where decisions are made instantly during the auction to serve the most relevant ad at the right

Structured data feeds in JSON format used to deliver dynamic ad content, creative updates, or product listings within campaigns.

Simplified and intuitive dashboards that make campaign management easier for advertisers without technical complexity.

Visual representation of the consumer’s path across multiple touchpoints, helping marketers optimize engagement and conversions.

Software development kits for Android apps that enable integration of ads, tracking, and analytics within mobile applications.

Collaborative advertising campaigns where two or more brands promote their products together to amplify reach and engagement.

Audio ads that use catchy tunes or jingles to create brand recall and emotional connection with listeners.

JSON Web Tokens used for securely verifying user identity, enabling authentication and authorized access in digital systems.

Metrics that track the success of campaigns, measuring performance against predefined goals like clicks, conversions, or engagement.

Serving ads to users based on specific search terms or phrases they enter, ensuring relevance to their interests and intent.

Adjusting campaign strategies and creatives to achieve desired KPIs, improving overall efficiency and performance.

A metric that measures virality, particularly in apps, indicating how many additional users are generated by existing users.

Ads displayed on interactive public terminals or screens in high-traffic locations to reach audiences offline and online.

Visual dashboards or reports that showcase progress toward marketing goals, helping stakeholders track and evaluate campaign success.

The practice of blocking irrelevant, inappropriate, or negative keywords to prevent ads from appearing alongside them.

Branded information blocks shown in Google search results, providing quick access to official business details, reviews, or content.

Grouping related keywords into thematic sets to improve targeting, relevance, and ad campaign efficiency.

Identity verification processes, often used in financial advertising, to confirm a user’s authenticity and comply with regulations.

Refers to the size of an ad measured in kilobytes (KB), which affects load times and delivery efficiency.

Nicknamed as KPI, this is a set of the most important factors for improving a campaign’s growth, such as clicks,

The destination webpage where users land after clicking an ad, designed to drive conversions.

The process of attracting and converting prospects into potential customers.

The predicted revenue a customer will generate throughout their relationship with the brand.

Delivering ads based on a user’s geographical location.

Ads tailored to specific regions, languages, and cultural contexts for better relevance.

Audiences that share similar traits with a brand’s existing customers, helping expand reach.

Detailed, granular data on every ad impression and user interaction.

Highly specific search terms with lower competition but higher intent.

Video creatives that play repeatedly for higher engagement in formats like rich media.

Strategies aimed at converting users who are close to making a purchase.

The delay between when an ad is requested and when it actually loads or displays. High latency can reduce user

A webpage that opens after a user clicks on an ad, designed to drive conversions or provide more detailed information

A prospective customer who has shown interest in a product or service, often captured through form submissions, sign-ups, or inquiries.

A standard ad unit measuring 728×90 pixels, typically displayed at the top of webpages for high visibility and maximum engagement.

An advertising term referring to tasks, strategies, or opportunities that are easiest to accomplish with minimal effort for quick wins.

AI-driven algorithms that optimize campaigns by learning from data patterns.

The process of purchasing ad space across platforms to reach the right audience.

Targeting users based on additional data layers such as device type or time of day.

The process of selecting optimal media channels, timing, and budget to reach target audiences.

Tracking user actions to determine which ad or channel drove the conversion.

Ads are activated in real-time based on specific contextual or behavioral moments.

Strategies to generate revenue from digital properties like apps and websites.

Using different platforms (CTV, display, in-app, etc.) for a cohesive brand presence.

Centralized display of KPIs for monitoring campaign performance in real-time.

Targeting users in the consideration stage to push them toward conversion.

Increasing brand share in an existing market through targeted strategies.

Third-party platforms that validate ad delivery and performance.

Making good the last months under-acquired targets today. It is compensation for underachieving previous impressions.

A person who is responsible for the endorsement of products or services.

A measurable statistic used to improve performance in online advertising.

A site created for a special purpose. It is usually a small part of a big website that has a

An Ad roll comes up in between a video is Mid-roll.

A flexible Ad slot which can load any size of Ad.

Ads preinstalled or delivered via OEM apps and system environments.

Ads that blend seamlessly into the surrounding content for a non-intrusive experience.

The ad placements available across an ad network’s publisher partners.

Video ads that users must watch fully before accessing content. They ensure complete message delivery but require careful placement to

A metric that measures customer loyalty and satisfaction by asking how likely users are to recommend a brand, product, or

Focusing on very specific audience segments based on behavior, interests, or demographics to increase relevance and engagement.

Interactive ad formats that match the look and feel of the hosting platform while incorporating animations, videos, or other rich

AI-driven targeting strategies that leverage predictive analytics to anticipate user behavior and optimize future campaigns.

The process of removing irrelevant or low-quality data from campaigns to focus on valuable impressions and interactions.

The phenomenon where a platform becomes more valuable as more users join, amplifying engagement and reach.

Interactive connected TV (CTV) formats that allow viewers to engage with content beyond passive watching, such as clicking for more

Using negative keywords or filters to prevent ads from appearing in irrelevant contexts, optimizing campaign efficiency.

The set of rules and etiquette for proper and respectful behavior online.

Website or ad traffic generated by bots or automated scripts rather than real users, often associated with ad fraud.

Traffic generated through paid campaigns rather than through natural, unpaid discovery channels.

Ads delivered through Original Equipment Manufacturer platforms for high-intent reach.

OEM-based targeting within CTV devices, enhancing reach on connected ecosystems.

Leveraging OEM channels in smartphones for preloaded content, notifications, and native engagement.

A unified approach where a brand delivers consistent messaging and experience across all digital and offline touchpoints to enhance engagement.

An open standard protocol that enables programmatic real-time bidding between advertisers and publishers for automated ad transactions.

A bidding strategy where ad delivery is optimized to reach users most likely to take the desired action, maximizing campaign

Video ads that appear outside traditional video players, such as within articles, social feeds, or in-banner placements, to expand reach.

Streaming services that deliver video content directly over the internet, bypassing traditional cable or satellite TV providers.

Visitors who arrive at a website naturally, without paid promotion, often through search engines, social shares, or direct navigation.

An in-app space where users can complete actions, like watching videos or filling forms, in exchange for rewards or virtual

The initial setup and integration phase for new clients or partners on an adtech platform, ensuring proper configuration and training.

An AI-powered system that continuously improves ad targeting, delivery, and performance across campaigns for better results.

The percentage of recipients who open a marketing email, used to measure the effectiveness of subject lines and messaging.

The Process of altering an Ad campaign to improve the overall campaign performance

The traffic which is real and not sponsored or paid one. It is a kind of direct user interaction.

When an Ad delivers some extra impressions than required.

The automated buying and selling of ad inventory in real time, using technology to match advertisers with the right audience

A results-driven advertising model where advertisers pay only for specific user actions, such as clicks, installs, or purchases.

Small snippets of code placed on websites to track user actions, conversions, and campaign effectiveness.

Tailoring ad content and experiences to individual users based on their behavior, interests, or past interactions.

The activities users perform after clicking an ad, such as browsing products, signing up, or completing a purchase.

Interactive ad formats that allow users to try a game or app before downloading, increasing engagement and conversion likelihood.

An invitation-only programmatic auction offering premium inventory to select advertisers with guaranteed access.

Strategies and tools that help app or website owners generate revenue by displaying ads to their audiences.

Using historical data and AI to forecast future campaign performance and optimize targeting and budget allocation.

Video advertisements that play before the main video content, ensuring high visibility and message delivery.

Delivering ads to highly specific audience segments using detailed data insights.

A measure of how likely a consumer is to buy a product or service.

Targeting based on purchase patterns and product placement in point-of-sale environments.

Audience targeting based on values, lifestyle, interests, and personality traits.

Using historical data and AI models to forecast future consumer behaviors and outcomes.

Not to be confused with Ad impression, Page impression is when a webpage fully loads.

Synonym of Page Impression

The Number of web pages viewed in one session is the page session.

Publisher will receive payment only when an Ad receive a click. It is a kind of advertising rate.

Polite loading delays the loading of an Ad as it allows the website to load fully first.

The less annoying Ads have websites which open up in a new window.

An Ad which comprises a website and opens up while browsing a website is a pop-up.

When a user buys a product after clicking the advert, then it is referred to as post-click conversion.

Post-roll are video Ads which come up after a video has been viewed by the user.

The video Ads which come just before the loading of a flash game.

Ads displayed for charity purposes are public service adverts.

The owner of a website is the publisher.

Publisher Ad tag is a code that the publisher puts to call Ad campaigns directly from Ad servers.

Context-driven video-level targeting platform for precise ad placements.

Prospects who match a brand’s target audience and are more likely to convert.

A metric indicating the relevance and performance of an ad, affecting cost and reach.

Detailed performance summaries generated every three months to track KPIs.

Ad formats designed to load almost instantly, minimizing wait times and reducing drop-offs to improve user engagement and campaign performance.

Serving ads to users based on the specific search terms or keywords they enter, ensuring relevance and higher conversion potential.

Dividing an audience into five equal segments to analyze performance, identify trends, and optimize targeting strategies.

Premium ad spaces that guarantee high visibility, brand safety, and better engagement metrics for advertisers.

Creative ad designs that are unconventional or playful, crafted to stand out and capture the audience’s attention effectively.

Using quantitative data models and statistical analysis to refine targeting, bidding, and overall campaign performance.

Organizing and scheduling ad placements to ensure they are delivered in the most effective sequence for maximum impact.

A scannable matrix of pixels that directs users to a webpage or app when read by a smartphone or device.

Prospective customers who have demonstrated high intent or fit, making them more likely to convert into actual sales.

The number of requests sent to a server per second, often used to measure system capacity and ad delivery efficiency.

Interactive ads that incorporate videos, animations, or other engaging elements to capture user attention and boost engagement rates.

Serving ads to users who have previously interacted with a brand, website, or product to encourage conversions and repeat engagement.

The ability of an ad to remain memorable, ensuring that viewers can easily remember the brand or message after exposure.

A metric measuring revenue generated for every unit of currency spent on advertising, indicating campaign profitability.

The number of unique users who see an ad across campaigns, indicating the breadth of audience exposure.

Automated auctions where advertisers bid in real time for ad inventory, ensuring efficient and targeted ad delivery.

Ad formats that automatically adjust size, layout, and design to fit different devices, screens, or platforms.

Website visitors who arrive from external sources, such as other websites, social media, or campaigns, rather than direct or organic

Strategies and tactics aimed at maximizing ad revenue while maintaining cost efficiency and audience experience.

Ads placed directly within e-commerce or retail platforms to reach consumers during the shopping journey.

Monitoring the return on investment for campaigns to evaluate profitability and guide future marketing strategies.

Something currently happening without delay or contradiction is happening in real time.

Buying and selling of Ad impressions online automatically is real-time bidding, nicknamed RTB in the world of online marketing.

An inventory which remained unsold after the performance network is exhausted.

An Ad which changes its shape to fit in any device is a responsive

A platform that helps publishers sell ad space programmatically.

Dividing audiences into smaller, more targeted groups.

The process of analyzing consumer opinions and emotions toward a brand or campaign.

Strategies and techniques aimed at increasing a website’s visibility on search engines, improving organic traffic and discoverability.

A set of tools and libraries that enable developers to integrate ads, tracking, or analytics into mobile apps efficiently.

Video ads that allow viewers to skip after a few seconds, giving users control while still providing exposure to engaged

Ads designed for users who multitask across devices, enhancing interaction and complementing primary content consumption.

An advertising platform that allows marketers to independently create, manage, and optimize campaigns without needing direct support.

Ad formats that engage audiences by conveying a narrative or brand story, creating emotional connections and stronger recall.

Selling products directly through social media platforms by integrating shopping features within posts, ads, or live streams.

The total duration a user spends on a website or app during a single visit, indicating engagement and content interest.

A webpage which confirms the sale is sale confirmation page

A marketing which focuses on improving a site’s ranking.

A complex procedure to improve the organic site ranking

A session is a time span which determines when a user logs in and when he/she log out.

Nicknamed SSP, the supply side platform is an RTB platform where publishers place their inventory and advertisers come to make

External data sources used by advertisers to enhance targeting, reach new audiences, or enrich first-party data insights.

The duration between when a user sees an ad and when they click on it, measuring engagement responsiveness.

Small snippets of code embedded in web pages or emails to monitor user activity, conversions, and ad performance.

The origins from which website or app visitors arrive, including organic search, paid campaigns, social media, or referrals.

Providing clear, detailed, and accessible data on campaign performance to ensure accountability and informed decision-making.

Ad formats designed to drive immediate actions such as purchases, sign-ups, or other conversions.

Running controlled experiments to evaluate different creatives, targeting, or strategies and determine what performs best.

Organizing, deploying, and controlling tracking tags across websites or apps to ensure accurate data collection and reporting.

Marketing efforts focused on the awareness stage, aimed at attracting prospects and introducing them to a brand or product.

The bottom edge of a browser or app viewport, representing the content visible without scrolling.

A company that hosts ads on behalf of advertisers, managing delivery, tracking, and reporting independently of the publisher.

The total number of user interactions

The process of selecting specific audience segments to show ads to, based on demographics, behavior, or interests to improve relevance

This refers to the interactions made by a user during his journey from install to conversion.

The process of gaining new users for an app or website through targeted advertising and marketing strategies to grow the

Distinct individuals visiting a website or app during a specific time period, used to measure reach and audience size.

A single platform that allows advertisers to manage, deliver, and measure Connected TV campaigns seamlessly across multiple providers.

Monitoring and analysing the performance of specific ad links to measure clicks, conversions, and campaign effectiveness.

The ability to keep users engaged with an app, site, or brand over time, reducing churn and increasing lifetime value.

The overall ease, satisfaction, and effectiveness a user experiences when interacting with a product, app, or website.

Google advertising campaigns designed to promote apps across multiple channels, including search, display, and YouTube.

Encouraging existing customers to purchase a higher-tier or more expensive product to increase revenue per user.

Visualizing the entire path a customer takes with a brand, from discovery to conversion and loyalty, to optimize experiences.

A centralized platform that streamlines multiple supply sources, enabling advertisers to efficiently access inventory and manage campaigns.

Video ads that viewers must watch in full, ensuring complete exposure to the message.

Audience groups or ad placements delivering below expected results, requiring optimization or reconsideration.

When an ad campaign fails to achieve its targeted number of impressions or reach, signalling performance issues.

A potential customer who drops out of the conversion process, such as abandoning a sign-up or checkout without completing a

Video ads that cannot be skipped, ensuring full viewership.

Adjusting campaign budgets or bids to increase ad delivery and maximize impressions or conversions.

A group of users who regularly visit a site or engage with a brand, forming the core audience.

Any action a user takes with an ad, website, or app, synonymous with engagement.

A CTV advertising platform that connects advertisers, broadcasters, and streaming services, delivering premium, TV-like experiences with precise targeting and measurable

This refers to the users who remove an app from their mobile device after being successfully acquired on an app.

It’s a method of acquiring new users on an app via a campaign incorporating different marketing strategies.

The percentage of ads actually seen by users, indicating whether an ad had the opportunity to make an impression.

The proportion of viewers who watch a video ad in its entirety, measuring engagement and ad effectiveness.

Targeting ads based on specific industries or business sectors to reach the most relevant audiences.

Standardized XML tags used to serve video ads across platforms, ensuring compatibility and tracking.

Immersive advertisements delivered through virtual reality environments for high engagement and interactivity.

The main benefit or unique offer that an ad communicates to attract and retain the audience’s attention.

Conversions that happen after a user sees an ad but does not click, reflecting delayed impact on user behavior.

Ads optimized for voice-activated searches, capturing audiences using smart assistants and voice queries.

Premium, vetted ad spaces that ensure quality, brand safety, and authentic impressions.

Ad campaigns designed to spread rapidly and widely across audiences through shares, mentions, and social engagement.

The percentage of ad impressions that were actually viewable by users, reflecting true exposure.

The percentage of viewers who watched a video ad to completion, indicating engagement effectiveness.

Pronounced as whizzy wig, this word has a long meaning: What you see is what you get.

In online advertising, white hat is performance above the mark.

The order in which Ad networks are used by a website according to performance is the waterfall.

Advertising to the users who are waiting for a web page to load is wait marketing.

Encouraging organic sharing of brand messages by satisfied users to drive awareness and trust.

Streamlining repetitive campaign tasks using technology, improving efficiency and reducing errors.

Displaying ads based on real-time weather conditions to increase relevance and user engagement.

Closed advertising ecosystems such as Facebook or Google Ads, where data and inventory are controlled internally.

Clickable messages sent to users’ browsers to engage and re-engage audiences with timely updates.

The percentage of successful bids in programmatic auctions, indicating campaign competitiveness and efficiency.

Serving ads exclusively on pre-approved, high-quality sites to ensure brand safety and relevance.

Ads designed for wearable devices like smartwatches and fitness trackers, targeting users on-the-go.

The number of visitors coming to a website, used to measure audience reach and engagement.

Ready-to-use products or platforms that can be rebranded and offered by another company, providing flexibility and speed to market.

It’s a campaign executed specifically to retarget and re-engage the inactive and lapsed users who have not made certain actions

AI-powered demand-side platform (DSP) for performance and brand campaigns with real-time optimisation.

Cross-screen programmatic advertising platform delivering data-driven campaigns across mobile, desktop, and CTV.

A file that lists all the URLs of sites to facilitate search engines in indexing them.

Proprietary analytics and performance data.

Proprietary targeting strategies by Xapads.

Ads pulling real-time data from XML sources.

Xapads’ approach to creative testing and innovation, allowing advertisers to experiment and optimize ad formats and strategies.

Analytical reports that evaluate ad inventory performance, fill rate, and revenue to guide optimization decisions.

Premium video placements on YouTube’s homepage that deliver high visibility and engagement to broad audiences.

Standard benchmarks used to measure and compare campaign performance across platforms or periods.

Reaching Gen Z and Millennial audiences with ads tailored to their interests and online behavior.

Adjusting ad strategies, placements, and targeting to maximize fill rates, CPM, and overall revenue.

Measuring and comparing audience interaction with content or ads year over year to assess trends and effectiveness.

Comparing metrics or performance over the same period in different years to evaluate business or campaign progress.

Video advertisements placed on YouTube across search results, in-stream, or display placements to reach targeted audiences.

Strategies to maximize ad revenue from available inventory by optimizing pricing, placement, and demand.

Tracking and analyzing ad performance across different geographic zones to inform targeting strategies.

Fresh, lively, and eye-catching ad designs crafted to capture attention and drive engagement.

The objective of encouraging all site visitors to interact with content, minimizing immediate exits.

Interactive ads that allow users to zoom in on products or details for enhanced engagement.

Adjusting the stacking order of ad layers on a page to ensure maximum visibility and prominence.

Search results that provide answers directly on the results page, eliminating the need for user clicks.

Advertising campaigns targeted to specific geographic regions to optimize relevance and performance.

Ads designed to load instantly with no delay, ensuring seamless user experience and higher engagement.

Serving ads to specific sections or zones of a website or app to reach the most relevant audience segments.

Data that users intentionally and proactively share with brands, often including preferences, interests, and feedback.