The Adtech Glossary

Advertising Terms Simplified

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What are you looking for?

  • 0-9
  • 720×90

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

  • 468×60

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

  • 300×250

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

  • 120×600

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

  • 160×600

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

  • 125×125

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

  • 120×600

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

  • A
  • Audience Building

    It refers to the users who share similar interests and meet the set KPIs of the campaign. The parameters of

  • Attribution Window

    It is a pre-set time period by advertisers where media partners and publishers consider the credit of conversion (click or

  • ATT Opt-in Rate

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

  • Average Revenue Per User (ARPU)

    This is an important mobile app measurement metric that helps mobile marketers and advertisers to understand the average amount of

  • App Tracking Transparency (ATT)

    An iOS 14.5 feature that allows mobile apps to ask for users’ permission to track them across different websites and

  • App Indexing

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

  • App Clips

    It’s an iOS feature that provides users with a native experience to load a lighter and smaller app’s version and

  • AMP – Accelerated Mobile Pages

    AMP is a framework to build web pages that aim to improve the web page loading speed on mobile devices.

  • Ad Mediation

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

  • Ad Stacking

    It is a kind of mobile display and impression fraud in which mobile apps or websites stack multiple ads under

  • App Store Optimization (ASO)

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

  • Attribution modelling

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

  • Age Gate

    A page that stops a user from continuing until they enter their age proof, usually just their date of birth

  • Ad Trafficking

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

  • Ad Tag

    The piece of code an advertiser gives to a website as a substitute to the actual Ads is Ad Tag.

  • Ad Slot

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

  • Ad Platform

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

  • Ad Operations

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

  • Ad Network

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

  • Ad Inventory

    Ad Inventory is the total amount of Ad Impressions an Ad Network or Publisher has. It is usually expressed in

  • Ad Impression

    Ad Impression is a measure of number of Ads seen by the user or a successful Ad Call. And this

  • Ad Exchange

    Ad exchange is a global digital marketplace and a kind of RTB platform which facilitates advertisers and publishers to buy

  • Ad Campaign:

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

  • Ad Call

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

  • Ad Buyer

    An active person in online marketing who negotiates the price of adverts for an Ad Agency is Ad Buyer. This

  • Ad Buy

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

  • Ad Blocker

    The software which stops advertisements being shown on websites in user’s browser is Ad Blocker. Ad blockers are now common

  • Ad Agency

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

  • Active View

    This is a Google program which calculates Viewable Impressions. An Active View Viewable Impression is thus one which appeared at

  • Acquisition

    Here it means purchase and not takeover.

  • Above The Line

    Above The Line (ATL) refers to the target marketing techniques using conventional media such as TV, Radio, Billboards or the

  • Above The Fold

    Above The Fold (ATF) refers to the viewable space on a webpage when it initially loads. Here fold means bottom

  • B
  • Bundle ID

    In the iOS ecosystem, Bundle Identifier is a unique identifier that uniquely identifies the individual apps wherein, no two apps

  • Branded Link

    This is a shortened URL built for a brand and helps advertisers easily share the content and information online.

  • Brand Bundle

    It combines events, attribution, and revenue of apps and websites with which advertisers can analyse the page to jot conversion

  • Bid

    It’s the cost paid by an advertiser for a campaign on the basis of different buy types such as CPC,

  • BI System

    Business Intelligence system is a process that incorporates data architectures and technological infrastructure to analyze data to make informed and

  • Biased Attribution

    A measurement platform having a conflict of interest pertaining to installs, attribution traffic and conversions.

  • Blacklist

    A list of IP addresses, publishers, advertisers, or products that should be excluded from a campaign.

  • Brand Safety

    It refers to channels and practices meant to help advertisers avoid any placement or context that could potentially harm the

  • Broken Ad Call

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

  • Brand Buy

    Ad purchased for brand advertising is Brand Buy.

  • Brand Advertising

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

  • Bounce rate

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

  • Bots

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

  • Black Hat

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

  • Below The Line

    BTL is an unconventional marketing technique which includes native advertising.

  • Below The Fold

    The term Below The Fold means the space on a webpage which can be seen once when the user scrolls

  • Baseline

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

  • Banner Ads

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

  • Backup Ad

    When an Ad Tag fails to call the intended Ad, Backup Ad comes to rescue. It can be also set

  • C
  • Cookieless Advertising

    It’s an advertising mechanism where advertisers can minimize the risk of losing revenue as it doesn’t involve third-party data.

  • Conversion Chain

    It is defined as the sequence of events beginning from viewing an ad to performing the final and expected in-app

  • Churn

    The term used to describe the users who have uninstalled the app or stopped using it in a given period

  • Cross-Platform Attribution

    Cross-platform attribution is a method of attributing all the events that are on the web and app. This is very

  • Cross-Device Attribution

    A user interacts with multiple devices such as smartphones, tablets, desktops and laptops and Cross-Device Attribution attributes the conversion across

  • Cookie Stuffing

    An illegal affiliate marketing practice wherein as a result of visiting a website, the visitors receive the 3P (third party)

  • Contextual Deep Linking

    Type of deep linking for mobile apps which is linked with a specific content page inside an app that provides

  • Cohort

    A group of people sharing similar characteristics or receive common events during a certain time period.

  • Click Hijacking

    It’s a mobile ad fraud wherein fraudsters try to get the credit of the app installs by being the last

  • Click Fraud

    A situation wherein fake clicks are fired to claim the credit for mobile app installs from organic channels. Traffic generated

  • Click Flooding

    It’s a mobile ad fraud where fraudsters intentionally report the bulk fraudulent clicks for being accredited by the advertisers for

  • Chrome Intents

    The deep linking replacement for URI schemes within the chrome browser for Android devices.

  • Cohort Analysis

    The process of taking a large group of users or customers and breaking them down into smaller segments (aka cohorts)

  • Click Farms

    It refers to any physical location set up with devices to generate clicks, in bulk. They are intended to artificially

  • Click Injection

    Type of ad fraud where a click is triggered just before an app is fully installed so that the fraudster

  • Crawling

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

  • Cost Per View

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

  • Cost Per Thousand Impressions or CPM

    Here M stands as roman M which is equivalent to thousand. This means advertisers pay to publisher when they get

  • Cost Per Lead

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

  • Cost Per Land

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

  • Cost Per Install

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

  • Cost Per Engagement

    Cost Per Engagement or CPE is an advertising rate which means advertiser make payment for every engagement on an Ad.

  • Cost Per Day

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

  • Cost Per Click

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

  • Cost Per Action

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

  • Cost Per Acquisition

    Cost Per Acquisition or CPA means an advertising rate for which advertiser pays only when an Ad lead to sales.

  • Conversion Rate

    A measure which denotes that how many clicks on Ads became Conversions

  • Conversion

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

  • Consumption

    The number of clicks on a Facebook post is Consumption.

  • Companion Ad

    Sometimes there two or more Ads which are delivered together. Due to the nature of work, there is always the

  • Click-Through Rate

    Click-Through Rate is a measure of effectiveness of Ads. It is the percentage of clicks to Impressions. It gives advertisers

  • Call to action

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

  • Cache-busting

    The process of stopping an Ad to get automatically stored on a users’ computer is cache busting.

  • D
  • Device ID

    It’s a unique identifier in the form of IDFA, GAID and OAID and can be retrieved by the advertiser to

  • Device Fingerprint

    While matching the browser click to app install, attribution providers often generate a common identifier which is known as a

  • Dynamic Ads

    It is an ad automatically personalized for the user viewing it in order to create additional engagement and conversions.

  • Device Farm

    It is a type of mobile ad fraud where fraudsters manually perform actions (such as clicks, installs, and other forms

  • Deferred Deep Linking

    Deferred deep links are the mobile hosted links that firstly redirects a user to the app/play store and then to

  • Deep Linking

    Deep linking is a technology used by marketers to direct users to specific content inside a website or an app.

  • Downweight

    Downweight means reducing the Ad appearance on placements when it is not performing up to the mark in order to

  • Device Targeting

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

  • Demand Side Platform

    A Demand Side Platform nicknamed as DSP is a type of RTB Ad Network in which Ad Agencies put how

  • Default Ad

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

  • De-Duplication

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

  • Daisy Chaining

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

  • E
  • Event CVR

    It stands for Event Conversion Rate and showcases the percentage of users who have completed the expected actions.

  • Event

    Any action triggered or performed by a user inside an App is called an Event.

  • Effective Revenue per Action (eRPA)

    It includes triggering some specific actions post installing an App such as launching and opening an App, in-app purchases and

  • Effective Cost per Install (eCPI)

    It’s a buy type where an advertiser pays to acquire a new user on his App via an Ad to

  • Effective Cost per Action (eCPA)

    It’s a pricing model where an advertiser pays for the designated user actions such as clicks.

  • Emulated Devices

    These are the mobile operating systems that run on non-mobile devices for a purpose of testing products on different operating

  • Expandable Ads

    An Ad Unit which expands with user interaction.

  • Exclusion Pixel

    A way to stop Ads appearing in a certain place or to a certain user is Exclusion pixel.

  • Engagement Rate

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

  • Engagement

    Engagement is any sort of user interaction with Ad.

  • eCPM

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

  • F
  • First-Party Cookies

    These are directly stored by the domain once a user visits a website and enable brand owners to gather user’s

  • Fake Users

    Non-genuine users are the Fake Users. Such users are generated to stimulate fraud actions in bulk such as clicks, installs

  • Frequency Cap

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

  • Frequency

    Simply how often the user is seeing the Ad.

  • Freemium

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

  • Floater

    Floater is a pop-up appears when user is visiting the web-page.

  • Flash Ad

    An interactive and animated Ad made using Adobe Flash.

  • Fill Rate

    Fill rate is the percentage of inventory sold, i.e. Ad Imressions sold x 100/ Total Inventory

  • G
  • Geo

    Geo or Geolocation are referred to the different nooks and corners of the world to execute the campaign and target

  • GDPR

    It stands for General Data Protection Regulation (GDPR) that is meant to protect the user’s personal information and data. Any

  • GAID

    It’s a unique device identifier for Android and Google Play users. GAID is used by advertisers to keep users’ data

  • Guaranteed Inventory

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

  • Gif

    An animated image is gif; full form is graphic interchange format.

  • Gamification

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

  • H
  • Header Bidding

    It’s an advertising approach used to sell advertising space in real-time. With Header Bidding, advertisers can auction inventory to different

  • House Ad

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

  • Homepage Takeover

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

  • I
  • Install Hijacking

    It’s a class of ad fraud that is done by fraudsters using the device malware to attribute themselves. The real

  • In-App Events

    Any post-install actions performed by a user after successfully downloading the app is termed In-App Events.

  • IDFA

    Identifier for Advertisers. It’s a unique device identifier for iOS users which is used by advertisers to gather users’ data

  • IAB (Interactive Advertising Bureau)

    An entity that deals in the advertising business and develop industrial standard research and protocols in order to provide legal

  • Inventory

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

  • Interstitial

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

  • Install Rate

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

  • InLine Advertising

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

  • Inbound link

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

  • Impression RPM

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

  • Impression Cap

    Impression cap means limit in number of impressions. If impression cap is 20,000, then not more than 20,000 impressions shall

  • J
  • Jump Page

    A jump page is a microsite that opens after clicking a pop-up Ad.

  • K
  • Keywords

    Keywords are the phrase used by the user to search the online content of their interest. In online advertising, the

  • K-Factor

    It’s an insight that is used to define the popularity of an app and gets introduced to the new users

  • Key Point Indicator

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

  • K Weight

    K weight is known as size of an Ad in Kilobytes.

  • L
  • Loyal User

    It is a form of KPI that is used to measure user engagement. A Loyal User is the one who

  • Limit Ad Tracking (LAT)

    It’s an iOS feature that prevents advertisers to access a user’s device IDs and also enables users to opt out

  • Lookback Window

    A pre-set time period by advertisers where media partners and publishers can claim a credit of conversion (click or impression)

  • LTV

    It stands for user’s Lifetime Value and is an estimation of the average revenue by a consumer generates using a

  • Low Hanging Fruit

    This is an advertising expression which means the easiest thing to do out of several things.

  • Leaderboard

    A 728×90 Ad unit is known as leaderboard

  • Lead

    A prospective customer

  • Landing Page

    A webpage that opens after you click an Ad

  • M
  • Multi-Touch Attribution

    It’s an app’s performance measurement analytics where the value of the campaign gets determined at every touchpoint within the Lookback

  • MAU

    Monthly Active Users are the number of users who open an app within a month.

  • MMP

    Mobile Measurement Partners help advertisers and brands in measuring the actual performance of an app across multiple marketing platforms, ad

  • Multi-size Ad Slot

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

  • Mid-roll

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

  • Microsite

    A site created for special purpose. It is usually a small part of a big website having separate URL.

  • Metrics

    A measurable statistics used to improve performance in online advertising.

  • Marketer

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

  • Make Good

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

  • N
  • Native Ads

    A specific ad format such as static or video which naturally gets blended with the content of the app. The

  • Non-organic traffic

    Traffic which has been paid for is non-organic traffic.

  • Non-human Traffic

    Traffic not generated by the user.

  • Netiquette

    Internet etiquettes.

  • Negative Targeting

    Use of negative keywords to prevent useless Ad impressions is negative targeting. It is a precious tool for campaign optimization.

  • Native Advertising

    The Ads so created to not look like Ad is native advertising.

  • O
  • ORTB

    Open RTB is a framework that assists auctions for real-time bidding. It was created by IAB with the purpose that

  • OAID

    Similar to IDFA and GAID, OAID is Open Advertiser Identifier that is used by multiple Android app stores except the

  • Owned Media

    Owned Media refers to the online media sources that are managed by a brand owner or an advertiser.

  • OEM

    Original Equipment Manufacturer refers to the brands like Samsung, Vivo, Oppo, Xiaomi, Huawei that have their own in-built app store

  • OTT

    Over the Top refers to any streaming service that delivers content over the internet

  • Overdelivery

    When an Ad delivers some extra impressions than required.

  • Organic Traffic

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

  • Optimizing

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

  • Open Rate

    Percentage of people who opened the mail sent to them is open rate.

  • P
  • Push Notification

    These are commercial messages served by an advertiser to its relevant audience with a purpose to either retain or engage

  • Postback

    It’s a notification sent to the advertisers when an expected install or post-install event successfully takes place. Postback helps brands

  • Performance Marketing

    It’s a performance based advertising model where an advertiser pays to the publisher/sub-publisher only when a user makes the expected

  • Programmatic Advertising

    It’s an online media buying and selling process that helps advertisers to make informed business decisions with SSPs, DSPs, Ad

  • Private Marketplace

    In Private Marketplaces, publishers welcome selected advertisers to buy their inventory where they are given the first look before the

  • Publisher Ad tag

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

  • Publisher

    The owner of a website is publisher.

  • Public Service Advert

    Ads displayed for charity purpose are public service adverts.

  • Pre-game

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

  • Post-roll

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

  • Post Click Conversion

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

  • Pop-up

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

  • Pop-under

    The less annoying Ads having websites which opens up in a new window.

  • Polite Loading

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

  • Pay Per Click

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

  • Pages Per Session

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

  • Page View

    Synonym of Page Impression

  • Page impression

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

  • Q
  • QR Code

    These are the 2D barcodes used to scan via mobile device to make a certain set of actions.

  • Queries Per Second

    Number of times a request is sent to a server is queries per second.

  • Qualified Leads

    Leads which are likely to become sales are qualified leads

  • QR Code

    This is a set of pixels that can be read by an app which redirects users to a webpage.

  • R
  • ROAS

    Return on Ad Spend. It is used in measuring and calculating the revenue generated by an ad campaign.

  • Retargeting

    A marketing practice used to reach the audience who have become inactive on an app or have uninstalled the app

  • Retention

    It refers to the number of users who stay on an app over a certain period of time.

  • Re-Engagement

    It’s a marketing practice used to engage inactive and lapsed users by encouraging them to resume the actions inside the

  • Run of Channel

    When a set of Ads are booked to run anywhere in the channel.

  • Roadblock Ad

    All the Ads on a page are sold altogether to one advertiser.

  • Rich Media

    The Ads which are more than simple images or animated gifs.

  • Responsive Ad unit

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

  • Remnant Inventory

    An inventory which remained unsold after performance network is exhausted.

  • Real Time Bidding

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

  • Real Time

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

  • Reach

    Amount of users a publisher has access of is reach.

  • S
  • SKAdNetwork

    It’s a StoreKit Ad Network and a privacy-controlled API centric protocol by Apple’s iOS. This helps advertisers measure their campaign

  • SDK Spoofing

    It’s a kind of ad fraud where fraudsters shoot fake installs and in-app events on real devices.

  • Seller.json

    It’s a mechanism that allows advertisers to discover the entries that are either the intermediaries or direct sellers of inventory

  • Segmentation

    It’s a strategy used in grouping users into subgroups to provide them with personalized ads based on their interests.

  • Supply Side Platform

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

  • Skippable

    The video Ads on YouTube which can be skipped are skippables.

  • Session

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

  • Search Engine Optimization

    A complex procedure to improve the organic site ranking

  • Search Engine Marketing

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

  • Sales confirmation page

    A webpage which confirms the sale is sale confirmation page

  • T
  • Targeting

    It’s a practice of focusing on and reaching the audience through the campaign.

  • Touchpoint

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

  • U
  • Uninstall

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

  • User Acquisition

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

  • W
  • Wake Up Campaign

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

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