Every definition about the advertising industry

Understanding the definitions of words coming from the advertising industry can be confusing. This guide will give you the basics of what you need to know. By understanding the meaning of these words, you can better understand how advertising works and how to use it to your advantage. So let's get started!

  • 1st Party Data

    Data collected and processed directly by the website, without intermediaries. It is generally about the customers or prospects of the site. They are used to measure the audience and improve the user experience. It is collected thanks to a pixel or a cookie.

  • 2nd Party Data

    Data collected through partnerships with data providers. This data is used to enrich user knowledge, and therefore 1st party data.

  • 3rd Party Data

    Data generally purchased from outside vendors specializing in media buying optimization and reporting. This data is used for ad targeting or marketing. It can be found on both the buyer and seller sides.

  • API (Application Program Interface)

    Interface that allows users to access website data in order to perform automated and simple searches.

  • Above the Fold

    The visible part of a web page without the user having to scroll. It is the first part of the site and therefore the most visible and important to capture the attention of visitors.

  • Ad Exchange

    Virtual marketplace that connects Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs) to auction advertising space in real time.

  • Ad Network

    Company that connects publishers and advertisers. It aggregates ad inventory from SSPs and connects them with DSPs looking for ad space.

  • Ad Server

    Centralized ad management tool. On the supply side, it allows you to manage the advertising spaces and inventories. On the demand side, it can handle the programming and targeting of campaigns. The tool also offers reporting.

  • Ad Tech

    Ad tech is a set of technologies used to manage ads across all channels, including search, display, video, mobile and social, with targeting, design, bid management, analytics, optimization and online ad automation capabilities.

  • AdSense

    Google’s websites monetization platform.

  • AdWords (Google Ads)

    Google's pay-per-click (PPC) advertising platform that allows ads to be placed in search engines, non-search sites and mobile applications.

  • Advertiser

    company that advertises a product or service.

  • Advertising Agency

    Or Ad agency. A company that creates, plans and manages ad contents. It is a service provider for companies that wish to promote their products or services.

  • Advertising Inventory

    Estimated number of advertising displays available for sale on a support site or network for a given period.

  • Advertising tag

    Code allowing the dynamic display of advertising formats delivered from the adserver.

  • Affiliate Marketing

    Marketing process by which an e-commerce pays a commission to an external site that allows it to make sales. This is often referred to as "referrals".

  • ad requests

    The number of ad requests on each of your site's ad units. The number of times an ad is called to be displayed on your site at the SSP. It is related to your traffic, since the ad is called as soon as a visitor arrives on your site.

  • Backlink

    Also called "incoming link", the term "backlink" is used in the field of natural referencing (SEO) to designate a hypertext link on a site pointing to another site.

  • Banner Ad

    Form of online advertising integrated into a web page. They are usually presented in the form of a visual and redirect to an external site when clicked.

  • Bid

    Bidding in an auction

  • Bid price

    Price of a programmatic auction sent by the DSP to the SSP.

  • Bid request

    Formulation of a programmatic bidding request in real time. Thus a publisher, through an SSP, requests bids from advertisers, DSP, to fill its advertising spaces. The idea is to select the best proposal.

  • Bid response

    The DSP's response to the SSP's bid request. Its construction follows the OpenRTB protocol governed by the IAB Tech Lab.

  • Blacklist (BL)

    A filter to prevent ads from certain sites or companies from appearing on your site.

  • Browser

    A web application program that displays your website. Google Chrome, Mozilla Firefox and Safari are some of the most popular browsers.

  • CPA (Cost per Action)

    Used in performance-based campaigns, this is a compensation model carried out following an action performed by a user such as a purchase or a registration.

  • CPC (Cost per Click)

    Remuneration model based on the number of clicks on an ad that generates traffic to the advertiser's site.

  • CPL/PPL (Cost/Pay per Lead)

    A lead is defined as a website visitor who registers or shares information in order to obtain an offer, either free or paid. To be simple, someone interested by the products or services.

  • CPM (Cost par Mille (Latin word for Thousand)

    Cost per thousand ad impressions delivered.

  • CSV File

    Widely used Excel file format (data visualization and analysis tool).

  • CTA (Call to Action)

    Button on a site or landing page to send visitors to an offer. It can be placed in different places on the page.

  • Capping

    A parameter that allows you to manage the frequency of exposure of a user to an advertisement over a given period (session, campaign duration, etc.). This requires the use of cookies.

  • Clearing price

    Final price paid by the DSP in the case that the impression is displayed.

  • Click Fraud

    Generating unwanted traffic to advertised sites, either through bots (computer programs that send repetitive requests) or manually. This means that advertisers pay for traffic that does not come from real users.

  • Click ID

    Used to authenticate where a click comes from in the traffic.

  • Click-Through

    When a user clicks on a link or advertisement on the site.

  • Click-Through Rate (CTR)

    Percentage of users who visit the site by clicking on the ads displayed.

  • Commission

    Remuneration specific to intermediaries, usually in the form of a percentage.

  • Contextual Advertising

    Technique that consists in displaying advertisements in connection with the content on a site.

  • Conversion

    When the goal of the site is fulfilled. A conversion can be a purchase or a registration for example.

  • Conversion Rate (CR Percentage)

    Metric to determine the conversion on the site from the total number of visitors to the web page. By dividing the number of target actions by the ad impressions and multiplying the result by 100, we get the conversion percentage.

  • Cookie

    A method of recording data about site visitors, which can later be used to determine the time spent on the site and the location of the visitor.

  • Cost Models

    Different traffic payment methods ranging from action, click or impression.

  • Crawlers

    Allows you to identify the URLs and hyperlinks (web pages) of the website that should be visited.

  • DCO (Dynamic Content Optimization)

    Technology that allows the right message to be displayed at the right time by adapting ads and advertising formats in real time.

  • DMP (Data Management Platform)

    A Data Management Platform (DMP) collects, organizes and activates first, second and third party audience data from a variety of online, offline and mobile sources. It then uses this data to build detailed customer profiles that feed into targeted advertising and personalization initiatives.

  • Demand-Side Platforms (DSP)

    Platform that allows to automate the purchase of advertising inventories such as display, video, mobile and search. It is therefore a tool that allows advertisers to buy programmatic advertising.

  • Demographics

    Statistical characteristics of an audience such as age, gender, or economic status.

  • Detagging

    Neologism which designates the fact of removing tags present on a page or a web site.

  • Direct Buy (Flat Deal) Direct Deal

    An advertising buying method where the advertiser agrees to bid on the inventory offered by the publisher using a fixed, pre-negotiated CPM. The bidding is not mandatory, but the advertiser has a "favored" opportunity to bid at this fixed CPM.

  • Direct Tracking (Cookieless/Redirectless Tracking)

    Cookieless tracking provides a way to collect audience information when a user rejects cookie consent or when cookies are not supported. Instead of a cookie, a cookieless tracking solution tracks every user who visits their website using scripts that only run when they visit a web page.

  • Domain

    Name in the address of your website that visitors type in their browser. It is always better to choose a domain name related to the product or service you offer.

  • Domain Authority (DA)

    Created by Moz, this tool predicts the ranking of a site in a search engine.

  • Duplicate Content

    When large parts of a site's content are similar or close to that of another site.

  • E-commerce

    Platform for trading goods or services online.

  • ECPM (Effective Cost Per Thousand (Mille) Impressions)

    Used to determine earnings per thousand impressions. Dividing the earnings by a total number of impressions and multiplying the result by 1000 gives the eCPM.

  • EPC (Earnings Per Click)

    Affiliate term for the average amount of money earned each time someone clicks on one of the affiliate links.

  • Export

    From their Moneybox, publishers can make exports to deepen the figures given on the dashboard.

  • Fill rate

    Ratio between monetized impressions and the number of ad requests. Example: you have 100 banners to fill and you monetize 80, the fill rate will be of 80%. This fill rate can be higher than 100% because we can sell more impressions in the same format thanks to our Ad Refresh.

  • First price auction

    In a first-price auction model, the ad impression is awarded to the highest bidder, and the buyer pays exactly the price they bid for a given ad impression.

  • Flat Rate

    It simply means that you buy a position for a certain period of time, no matter what. The fixed rate or flat rate is therefore opposed to the CPM.

  • Frequency Capping

    Function that limits the number of times ads appear to the same person.

  • GEO

    Criterion that can concern a continent, a country, a state or a city in particular.

  • Geo-targeting

    Targeted advertising based on the geographic location of visitors.

  • Gross Click

    Total number of clicks made by a user on the web page.

  • HTML (HyperText Markup Language)

    Web language for structuring multimedia and text documents online.

  • Header Bidding

    Technology that enables the sale of advertising space by offering publishers maximum optimization of their advertising revenues. They can offer their ad space to different advertisers at once. Thus, when several advertisers bid simultaneously, the price of the advertising space increases.

  • IAB

    The Interactive Advertising Bureau (IAB) is an advertising organization that develops industry standards, conducts research and provides legal support to the online advertising industry.

  • Impression

    Number of times the ad is displayed on a web page.

  • In-stream video

    Advertising video inserted in a video content.

  • Interstitial

    Full screen advertising covering the entire web page.

  • Keyword Density

    Percentage of times a keyword appears on a web page compared to the total number of words on the page.

  • Keyword Research

    SEO practice to determine which terms are searched most frequently on search engines.

  • Keywords

    Words and phrases typed by users into search engines to find information on a particular topic.

  • Landing page (Lander)

    A specific web page created for the purpose of obtaining information about visitors, often in exchange for a resource such as an ebook.

  • Lazy Loading

    A technique that allows you to display your ads when users scroll through a web page.

  • Link

    HTML code placed in a text or banner in order to transfer the visitor to the offer page upon clicking.

  • Long Tail

    Strategy on which a company relies to create an acquisition campaign on a large quantity of keywords among which a small quantity of them will bring 20% of traffic.

  • Maximum Budget

    Maximum amount spent by advertisers on their campaigns

  • Media Buying

    Purchase of advertising space on "traditional" media platforms such as television, newspapers, radio, press...

  • Meta Description

    Short description of the content of the page displayed below a title during a query on a search engine.

  • Native advertising

    Native advertising, also known as integrated advertising, is a type of online marketing that integrates seamlessly with existing editorial content on websites and other platforms.

  • Niche Marketing

    A way to promote a product to a small, highly targeted audience.

  • Off-Page SEO

    Regroups all the elements out of the control of the owner/manager of the site and which affect its referencing like the popularity of the links for example.

  • On-Page SEO

    Regroups all the referencing elements of a page, such as meta tags, HTML elements and keywords that are modifiable internally by the owner/manager of the site.

  • Opt-in

    The act of giving consent to online tracking.

  • Out-stream video

    Refers to forms of Internet video ad delivery that are not integrated with video content.

  • Outbound Link

    Link to a page external to the visited site.

  • Page Authority

    A score given on a scale of 1 to 100 to indicate the credibility and accuracy of a site's content compared to other sites in the same category. This score is taken seriously by search engines and strongly affects the referencing.

  • Page Rank

    Algorithm used by Google to determine the popularity of a site or a web page on a scale of 0 to 10. It is based on several criteria related to the number of visitors and the reliability of the content.

  • Page view

    Corresponds to a page display. It is one of the most important criteria to define the traffic of a website.

  • Paid Search

    A type of digital marketing strategy that allows companies to pay search engines to place their ads higher in the relevant results pages (SERPs), in order to drive traffic to their site.

  • Partners

    All the advertisers who bid on your site. Depending on the other settings you choose, you can see the performance of each partner on your site.

  • Payment Threshold

    Minimum revenue that needs to be generated before receiving payment. At The Moneytizer, the minimum is $50.

  • Pixel

    Codes placed on websites that are typically used to collect information about visitors and transmit it to a third-party server.

  • Plug-in

    Small extension to add elements and features to the solution. The Moneytizer has a plugin for WordPress sites.

  • Pop (popunder)

    An ad that opens an advertising page in the background (popunder) or in front of the initial page (pop-up).

  • Premium Targeting

    Premium targeting is about attracting premium customers online through personalized product recommendations, special offers...

  • Programmatic

    Smart automation of the purchase and sale of advertising space.

  • Publisher

    A publisher is a website owner who may choose to offer space within the website for advertising.

  • Push

    A form of notification delivered directly from the visitor's device while in use. They need initial consent to be delivered from time to time. Push can also be used as an advertisement.

  • RPM

    Estimated revenue a publisher can earn for every 1000 impressions received.

  • Real-time Bidding

    Auction for each advertising space carried out in real time.

  • Retargeting

    A cookie is placed on an Internet user when he or she visits a site. Subsequently, an advertisement will be displayed to him, according to the interest he may have shown beforehand.

  • Return on Investment (ROI)

    Used to calculate the profitability of an investment by subtracting net income from cost and dividing by the cost of the investment.

  • Revenue

    Detailed net revenues of your site from your monetization.

  • Robots.txt

    A robot.txt file containing data about the site to prevent robots from reading it.

  • SEO (Search Engine Optimization)

    Used in marketing to optimize the position of appearance during a query in search engines.

  • SERP (Search Engines Results Page)

    First page on which sites are listed first when users query the various search engines.

  • Segment

    Regrouping users into homogeneous categories according to commonalities based on specific information such as country, computer usage or mobile operator.

  • Site Map

    Threads to help visitors navigate the site and use the service or product.

  • Smart refresh

    Smart Refresh is an intelligent ad refresh technology on websites that uses algorithms to determine the optimal time to refresh ads.

  • Supply-Side Platforms (SSP)

    Platform to connect website administrators and advertising markets to manage advertising on their site.

  • Tagging

    Neologism that designates the implementation of tags such as ads.txt or ad units on a website.

  • Targeted Marketing

    Establishing distinct groups for markets, then designing specific products based on the interests and behaviors of those groups.

  • The Moneybox

    Custom dashboard provided by The Moneytizer to track the performance of your ad formats on your site. It's a great tool to quickly and easily access all the relevant statistics about your site's monetization.

  • The Moneytizer

    The Moneytizer is a monetization platform for websites and blogs that allows publishers to generate revenue by displaying ads on their site. The Moneytizer offers a variety of ad formats optimized to maximize publishers' earnings, while providing control over the ads displayed on their site. The Moneytizer also uses advanced technologies to measure and optimize ad campaign performance, and offers tracking and reporting tools to help publishers understand and improve their ad revenue.

  • Tracker

    Tool to track visits, clicks and conversions to analyze behavior.

  • Trading Desk

    Company that buys advertising space using DSP and programmatic technologies to improve the performance of advertising campaigns.

  • Traffic

    Traffic is the number of visits or visitors to a website over a given period.

  • Traffic Source

    Defines the origin of traffic generated by visitors to a website. They can come from social networks, search engines, advertising campaigns and many others.

  • Unique visitor

    Internet user visiting a site and considered as unique in the audience data of the site during a period. Indeed, if the same Internet user visits a website 10 times during the reference period, the audience data count 10 visits and 1 unique visitor during the period.

  • Unsold advertising

    The portion of advertising inventory that could not be sold over a given period.

  • visibility

    Average visibility of each ad unit placed on your site. When optimizing your ad set-up, you should pay special attention to this metric, as high visibility on one format can generate more money.

  • Waterfall

    Historical system of buying advertising. The buyer who comes forward first buys the best spots with the highest visibility, and then the quality and price of the remaining spaces decrease according to the ranking of the buyers. Note that in the waterfall auction model, partners are ranked according to their average historical performance with a publisher.

  • Webmasters

    Content creators and managers of a website who also take care of the technical aspects of the site.