Our glossary can help you make sense of it all with definitions of the most common adtech terminology.
This refers to the visible part of a webpage before scrolling. Anything lower down is below the fold.
Ad collision happens when two or more ads of the same campaign are placed on one page. It can also happen when multiple ads from different campaigns belonging to the same advertiser are placed on the same page.
Ad density measures the concentration of ads within a specific webpage or screen. A high ad density (>30%) can negatively impact the user experience and can be considered a quality issue. A high ad density (>30%) can impact user experience negatively, leading to concerns about clutter, slower page load times, and potential ad fatigue, while lower ad density may impact revenue opportunities for publishers.
An ad exchange is a digital marketplace where advertisers and publishers buy and sell ad space in real-time through automated bidding. It facilitates the efficient buying and selling of online advertising inventory across various websites and platforms.
An ad network is a company that serves as an intermediary, connecting multiple advertisers with multiple publishers. It aggregates ad inventory from various publishers and matches it with the demand from advertisers, facilitating the placement of ads on websites seeking to host advertisements.
Ad stacking refers to the fraudulent practice of layering multiple ads on top of each other in a single ad slot. Only the top ad is visible to the user but impressions and clicks are registered for all ads in the stack, leading to distorted metrics.
Advertisers buy ad space on the publisher's website to display their ads.
ads.txt stands for Authorized Digital Sellers text file and is an initiative of the IAB. The idea behind it is to create more transparency in the delivery chain of programmatic ads. Publishers use this file to list their authorized digital sellers, ensuring that advertisers can verify and buy authentic inventory from the publisher.
Affiliate ads are advertisements placed on affiliate websites, where the affiliate earns a commission for driving traffic or sales to the advertiser's site.
A banner ad is a rectangular online advertisement displayed on web pages, designed to attract traffic by linking to the advertiser's website. It typically includes images, text, and sometimes animations.
Advertisers can label certain websites or pages as brand risk due to inappropriate content or values and behaviors that conflict with the brand. Associating with these websites or pages, such as by placing ads on them, can potentially harm the brand's values, image, or reputation.
Brand safety encompasses a set of measures designed to protect a brand's image and reputation from the negative or damaging impact of questionable or inappropriate content in online advertising.
Brand suitability ensures that ads are positioned on pages and near content that aligns with the brand's values and is appropriate for its image, avoiding a negative impact on the advertising brand and fostering a positive reception.
In Zulu5, campaign keywords are derived from the title tag of a campaign landing page. For SEO purposes, marketers use all terms that might be relevant to the campaign as keywords in the page title.
Indicates the frequency at which viewers click on an ad. CTR is calculated by dividing the number of ad clicks by the number of impressions.
Contextual targeting is an advertising strategy that places ads on web pages based on the content of those pages. By analyzing keywords, topics, and themes, this method ensures that ads are relevant to the surrounding content, increasing the likelihood of engagement and improving the user experience. Contextual targeting does not rely on third-party cookies.
Cost per mille (CPM) is an advertising metric that refers to the cost of 1,000 ad impressions on a web page. It is used to measure the price an advertiser pays for every thousand times their ad is displayed, regardless of whether it is clicked. CPM is commonly used in online advertising to gauge the cost-effectiveness and reach of a marketing campaign.
The visual content created for the advertisement, meaning the final advertisement shown to users.
Display ads are visual advertisements that appear on web pages in various formats such as banners, sidebars, and pop-ups. They can include images, text, videos, and interactive elements.
Fake news refers to false and misleading information visually presented as news and often mimicking the tone, format, and structure of legitimate news articles. The intent behind spreading fake news is to deceive or mislead the audience.
Publishers can be categorized by the topics of their content. Zulu5 does this according to the IAB Content Taxonomy v2.2.
An impression is the metric counting how many times an ad has been loaded on users' screens.
In-stream ads are video advertisements that appear within a video stream, either pre-roll, mid-roll, or post-roll.
The Interactive Advertising Bureau (IAB) is the trade association for digital and interactive advertising. Its members include media owners, agencies, brands, and technology firms involved in selling, delivering, and optimizing digital ad campaigns.
Insertion Order (IO) ads refer to a traditional method of buying and selling digital advertising inventory. An insertion order is a formal, written agreement between an advertiser and a publisher (or an advertising network) that specifies the details of an advertising campaign.
Native ads are designed to blend in with the content around them, providing a less disruptive experience. They match the form and function of the platform on which they appear.
A digital campaign running in the open web (e.g. not on a closed platform like facebook.com).
Out-stream ads are video advertisements that appear outside of video content, such as within an article or social media feed.
Pixel stuffing describes an ad fraud technique where an ad is placed into a single 1x1 pixel, making it invisible to the viewers.
A programmatic ad is an advertisement purchased and placed automatically through software, using algorithms to target specific audiences based on data. It often uses real-time bidding as a method to purchase ad space.
A publisher sells ad space on its website to monetize its reach, which brands or advertisers can buy to display their ads.
Publishers can be categorized by the topics of their content. Zulu5 does this according to the IAB Content Taxonomy v2.2.
An organization which sells advertising inventory on behalf of other media owners or publishers.
Search ads are text advertisements that appear alongside search engine results based on keyword queries.
An ad tag is a code added to the publisher website to enable loading, displaying and tracking of ad creatives. Tags are part of the delivery chain of an ad.