Ad creative#
An image, video, audio, text or other asset carrying an advertising message.
More in AdOps Basics →Glossary
The AdOps glossary.
Plain-English definitions for the terms you encounter every day.
A
Ad inventory#
Advertising opportunities a publisher or media owner can make available.
More in AdOps Basics →Ad operations#
The processes that prepare, launch, monitor and report digital advertising campaigns.
More in AdOps Basics →Ad request#
A call from a website, app or other environment asking an advertising system for an ad.
More in AdOps Basics →Ad trafficking#
Organising creatives, delivery settings and tracking so a campaign can run as planned.
More in AdOps Basics →Attribution#
The method used to assign credit for a measured action to advertising interactions.
More in AdOps Basics →B
Brand safety#
Controls intended to avoid placing advertising beside content considered unsuitable for a brand.
More in AdOps Basics →Brand suitability#
Whether a media environment fits a particular brand’s preferences and context.
More in AdOps Basics →C
CPA#
Cost per acquisition or action: spend divided by qualifying outcomes under a defined measurement approach.
More in AdOps Basics →CPC#
Cost per click: spend divided by reported clicks.
More in AdOps Basics →CPM#
Cost per thousand impressions: spend divided by impressions, multiplied by 1,000.
More in AdOps Basics →Click-through rate (CTR)#
Clicks divided by impressions, expressed as a percentage. Align counting definitions before comparing reports.
More in AdOps Basics →Conversion#
A defined action, such as a purchase or registration, recorded as a campaign outcome.
More in AdOps Basics →D
DSP#
Demand-side platform: technology that helps buyers evaluate and purchase digital advertising opportunities.
More in AdOps Basics →Discrepancy#
A difference between reported measurements, investigated using aligned definitions, filters and time periods.
More in AdOps Basics →F
Frequency cap#
A control intended to limit how often an identifiable audience member receives an ad during a period.
More in AdOps Basics →I
Impression#
A recorded advertising delivery event. Its counting point depends on the format, platform and measurement rules.
More in AdOps Basics →Insertion order#
A document recording agreed campaign terms, such as placements, goals, dates, prices and responsibilities.
More in AdOps Basics →Invalid traffic#
Activity that does not qualify as valid measurement under applicable rules, including certain automated or fraudulent activity.
More in AdOps Basics →L
Landing page#
The destination a person reaches after interacting with an ad.
More in AdOps Basics →P
Pacing#
How delivery or spend progresses relative to the campaign goal and remaining time.
More in AdOps Basics →Private marketplace#
An arrangement limiting participation or offering negotiated access to selected inventory.
More in AdOps Basics →Programmatic#
The automated buying and selling of advertising opportunities using technology and agreed rules.
More in AdOps Basics →Programmatic guaranteed#
An automated transaction with negotiated commitments between buyer and seller, subject to the deal terms.
More in AdOps Basics →R
Real-time bidding (RTB)#
An auction process evaluating and bidding on advertising opportunities as they become available.
More in AdOps Basics →S
SSP#
Supply-side platform: technology helping publishers organise and sell advertising inventory.
More in AdOps Basics →V
VAST#
Video Ad Serving Template: an IAB Tech Lab specification for communicating video ad information between systems.
More in AdOps Basics →Viewability#
Whether an ad met applicable visibility and duration criteria. An opportunity to see an ad is not proof of attention.
More in AdOps Basics →