Above the Fold
Refers to the placement of a display or text ad on the portion of a web page that is viewable without scrolling. Also known as “Above the Scroll.”
Ad Rotation
Occurs when different display ads are “rotated” in the same ad space on a single web page. As an example, four different advertisers may share the same ad space on a web page, in which case their ads will rotate in that space. AdReady uses “Static Rotation”, which means that only your ad will appear in the available space while effectively keeping your brand top-of-mind.
Ad Server
Name for the software that delivers advertiser creative to the browser. AdReady’s ad server is responsible for selecting the appropriate ads to serve by frequency control, category targeting, and geography targeting. Our ad servers also track and report the ad performance in terms of Impressions Delivered, Clicks, Click Through Rates (CTR), Cost Per Click (CPC) and Conversions.
Ad Space
The spaces on a web page reserved for display or text ads. The three most common ad spaces are 728×90, 300×250, and 160×600 pixels in size.
Advertiser
Individual, company, or organization that purchases ad space and displays advertisements on websites.
Banner
Type of display ad that typically runs along the top, bottom, or side of a web page. Banner ads usually contain an image and clear call to action for the advertiser’s audience. Banner ads have evolved overtime from Static to Flash and even Video.
Behavioral Targeting
An interest-based targeting capability that provides advertisers with the ability to serve ads to anonymous Internet users who, based on their browsing behaviors, have exhibited a particular interest in the advertiser’s product or service.
Booked Ad Space
Ad space that has already been sold out and is therefore unavailable for new campaigns.
Button
An interactive online advertisement in the form of a small graphic that, when clicked, links to another page.
Call to Action
Also referred to as a CTA, a Call to Action is a banner, button, or some type of graphic or text on a website meant to prompt a user to click it and continue down a “conversion funnel.” It is an essential part of inbound marketing in that it actively strives to convert a user into a lead and/or customer.
CPA
Cost Per Acquisition – a direct response or performance based advertising campaign. In this scenario, the publisher assumes all the risk, and advertisers only pay when someone actually completes a transaction. AdReady does not currently offer exclusive CPA pricing models, but our technology and expert account management helps advertisers to optimize their digital display and mobile campaigns to obtain their CPL goals.
CPC
Cost Per Click – the amount an advertiser actually pays each time someone clicks their ad. In this scenario, the advertiser pays every time a user clicks one of their ads. Unlike many display or mobile advertising platforms, AdReady offers exclusive CPC pricing for all clients who request this type of pricing method.
CPL
Cost Per Lead – an online advertising pricing model, where the advertiser pays for an explicit sign-up from an interested consumer interested in the advertiser offer. AdReady does not currently offer CPL pricing models, but our technology and expert account management helps advertisers to optimize their digital display and mobile campaigns to obtain their CPL goals.
CPM
Cost Per Thousand Impressions – (M is the roman numeral for 1,000). This is the primary pricing option offered in the display advertising industry. Advertisers pay a rate for the number of times their ads are displayed online. AdReady offers very low and flexible CPM pricing.
Campaign
A single ad or multiple ads that are served to websites for a given period of time to reach and attract an advertiser’s audience.
Click-based Conversion
Occurs when a user clicks on an advertiser’s ad and then “converts” on a specific call to action. Conversions can include product or service purchase, downloads, sign-ups, opt-ins, etc.
Click Through Rate (CTR)
A ratio showing how often people who see your ad end up clicking it (expressed as a %). CTR is the number of clicks that your ad receives divided by the number of times your ad is shown (called impressions).
Click-Through URL
The URL that users are “redirected” or sent to when they click on an advertisement.
Content Targeting
A targeting capability that controls the delivery of ad creative to categorized web sites. Categories are based on the interests of the website users, and therefore lead to a much more effective form of online advertising. AdReady matches the contextual themes of thousands of websites to the targeted channels advertisers select.
Contextual Targeting
An interest-based targeting approach that scans the text of a website for keywords and returns advertisements to the webpage based on those keywords. AdReady’s technology analyzes the content of each webpage within the Google Display Network and considers the site’s text, language, link structure, page structure, and more. From these factors, AdReady determines the central theme of each webpage and matches this theme to an advertiser’s ad using keywords and topic selections, in addition to language, location targeting, and other settings.
Cookie
A file used to record and store a variety of information on a computer. Cookies are placed by an external source during an event, such as the display of an ad, and can be read only by the server in the domain that stored it.
Conversion
Occurs when a user views a web page and takes an action that is intended by the web page. Conversion typically include product or service purchases, downloads, sign-ups, opt-ins, and other goals specified on the web page.
Creative
The images and text copy used in an individual ad. Creative is oftentimes referred to as banner ads.
Demand-side Platform
DSP – a system that allows digital advertisers to manage multiple ad exchange and ad network accounts through one interface. Real time bidding for displaying online ads takes place within the ad exchanges, and by utilizing a DSP, advertisers can manage their bids for ad creative and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allows users to optimize based on set Key Performance Indicators such as Cost-per-clicks, and Cost-per-action. AdReady’s award winning DSP technology helps advertisers to build engaging ads, micro-target their audience, purchase display inventory through multiple ad networks/exchanges, and compile reports on campaign performance.
Demographics
Statistical data that describes the composition of a given user base. Demographics includes information in relation to age range, gender, education level, and average household income. Demographic data allows AdReady to match advertisers with publishers for targeted campaigns.
DMA
Designated Market Area – used in relation to geo-targeting specific metropolitan locations.
Flight / Flight Dates
The time period and associated start and end dates of a given campaign.
Frequency
The rate a particular user is exposed to specific creative or campaign during a designated period of time.
Frequency Capping
Limiting the number of times a user is exposed to the same ad or campaign in order to maximize the effectiveness of creative or campaign. AdReady provides advertisers with the ability to implement specific frequency caps to better control the placement of ads served to a targeted audience.
Geo-Targeting
Serving ads to specific geographical areas which include the National (U.S.), International, State, DMA, or Zip Codes.
Impression
Also referred to as a view or an ad view, an impression is a term that refers to the point in which an ad is viewed once by a visitor, or displayed once on a web page. An individual page can generate more than one impression if there is more than one ad space available on the page.
Inventory
The ad space available for purchase by a publisher to an advertiser. Inventory is determined by the number of available ads on a page, the number of pages containing ad space, and an estimation of future impressions.
Premium Inventory
Typically sold be a media outlet’s direct sales staff, Premium Inventory means guaranteed inventory on the publisher’s site. AdReady currently offers premium placement for advertisers on specific publisher websites.
Publisher
An individual or entity selling online advertising space. A publisher is anyone who places ads on their web pages.
Remnant Inventory
Refers to the advertising space that a media company has been unable to sell. Remnant inventory is typically purchased at a steep discount. Advertising ad space is a perishable commodity. If it is not sold, it is lost, used for a “house ad”, or given away for public service announcements or some other non-revenue producing filler. However, instead of taking a loss for unsold ad space, media outlets will often take far less than their usual retail fees to unload their remnant space. This means advertisers can buy what is typically expensive media for a great deal less money than normal. Although the ad space is sold at a steeply discounted rate, media sellers benefit as well, monetizing inventory that would have otherwise gone to waste. Remnant inventory does not necessarily mean the ad space is “less valuable” when considering placement or context. AdReady’s platform helps advertisers to purchase both remnant and premium inventory through our integration with several ad networks and ad exchanges.
Retargeting
Also known as Remarketing, Retargeting allows advertisers to serve ads to users once they leave their website to keep their brand top-of-mind and drive prospects back to their site for conversion. AdReady offers industry leading Retargeting capabilities that includes Site Retargeting, Email Retargeting, Search Retargeting, and Look-alike Retargeting.
Serving
The real time, controlled distribution of advertising creative to publisher websites.
Targeting
The control of the distribution of ad creative to only those websites or users that fit within certain marketing parameters. Targeting the right audience, with the right ad, at the right time is part of AdReady’s core competency and increases campaign ROI.
Traffic
The volume of visitors to a site.
Uniques
A unique IP address visiting a website for the first time in a specified period. At AdReady, we measure uniques over a month period.
View-based Conversion
Occurs when a user views an ad on a web page and neglects to click on it, but within a certain period of time (typically 30 days), the user goes to the ad’s associated conversion page and undertake the desired action.
