Glossary of Terms

AB Testing

AB testing refers to two different versions of a page or a page element such as an ad, a heading, an image or a button. AB testing is aimed at effectiveness against key performance indicators including click through rates, conversion rates and revenue per visit.


Above The Fold

Term derived from printed media, which is used to indicate whether a banner advertisement or other content is displayed on a web page without the need to scroll.


Ad Blocker

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


Ad Exchange

Virtual marketplace where participating suppliers auction their impressions to eligible buyers. The ad exchange announces each impressions, in real time, and asks buyers if they are interested to buy said impression and at which price.

Ad Impression

An advertisement impression transpires each time a consumer is exposed to an advertisement.

Ad Tracking

Method for recording campaign delivery metrics between adservers. Third party adserving tags or 1x1 tracking pixels are commonly used to facilitate capturing such data.

API (Application Programming Interface)

An Application Programming Interface allows a software application to interact with the operating system of another software application. It is a set of rules and specifications that software programs can follow to communicate with each other.



Memory used to temporarily store the most frequently requested content/files/pages in order to speed its delivery to the user. Caches can be local (i.e. on a browser) or on a network. In the case of local cache, most computers have both memory (RAM), and disk (hard drive) cache.



A cookie is a text-only string of data that is entered into the cookie file or "memory" of the web browser on your computer. It will typically contain the name of the domain from which the cookie has come, the "lifetime" of the cookie, and a value, usually a randomly generated unique number.


DMP (Data Management Platform)

A centralised system for gathering first party data, integrating with third party data, and applying this data to one's advertising strategy. Advanced DMPs offer users the ability to create custom segments, forecast segment volumes, sync segments with other sources, overlay advanced analytics, and are often integrated with or part of DSP platforms.


DSP (Demand Side Platform)

Technology platform through which buyers (Advertisers or Agencies) can plan, target, execute, optimise, and analyse digital media buying programs across 100% of the media plan. Through a DSP, the buyer can set targeting criteria, pricing, frequency, and other criteria governing the purchase of digital ad units. Advanced DSPs will provide additional capabilities to the buyer, including integration of various online and offline data sources, the ability to provision direct media buys (as opposed to just RTB), advanced optimisation and decisioning capabilities, and creative tools.



Line below which a user has to scroll to see content not immediately visible when a Web page loads in a browser. Ads or content displayed above the fold are visible without any end-user interaction. Monitor size and resolution determine where on a Web page the fold lies.


Frequency cap

Restriction on the amount of times a specific visitor is shown a particular advertisement.



Process of only showing content to people on a website and in search engines based on their physical location. This could be done using advanced technology that knows where a computer is located or by using the content of website to determine what a person is looking for, e.g. someone searching for a restaurant in Islington, London.


HTML (Hypertext Markup Language)

A set of codes called markup tags in a plain text file that determine what information is retrieved and how it is rendered by a browser. There are two kinds of markup tags: anchor and format. Anchor tags determine what is retrieved, and format tags determine how it is rendered. Browsers receive HTML pages from the Internet and use the information to display text, graphics, links and other elements as they were intended by a Website's creator.


KPI (Key Performance Indicator)

Benchmarks for strategy success or failure.


Polite loading

Fixed online advertising placements that load and display additional Flash content after the host page on which the advert appears has finished loading.


Really Simple Syndication (RSS)

Software that allows users to flag website content (often from blogs or news sites) and aggregate new entries to this content into an easy to read format that is delivered directly to a user's PC.

Re messaging various messages to a collective pool of participants based on the pools the buyer/client creates; usually involves collecting data by pixelating the Advertiser's website.


RTB (Real Time Bidding)

Data driven programmatic buying model allowing Advertisers or their Agencies to bid on digital media (display, video, mobile, social, etc.) in real time, at the impression level. The real time bidder is responsible for making the best inventory acquisition decisions possible, on behalf of the Advertiser.

Unduplicated audience - the number of unique individuals exposed to a specified domain, page or ad in a specified time period. 

Unique Browser- An identified and unduplicated Cookied Browser that accesses Internet content or advertising during a measurement period. This definition requires taking account for the potentially inflationary impact of cookie deletion among certain of the cookied browsers that access Internet content.

Unique user -unique individual or browser which has either accessed a site (see unique visitor) or which has been served unique content and/or ads such as e-mail, newsletters,interstitials and pop-under ads. Unique users can be identified by user registration or cookies.

Unique visitor -a unique user who accesses a Web site within a specific time period. See unique user.



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