Marketing & Advertising
How long an advertising campaign is aired.
When a malware injects unwanted ads on your website.
Through the Ad Networks (companies), advertisers will be connected to the website that wants to host advertisements.
Ad Server is a web server that stores data about advertisements, which will then be delivered to website visitors.
The space on a Website where you can put ads.
When many ads are on top of each other, but only the one on the top is visible. False impressions are then created for every ad.
Cath the attention of possible clients by drawing their attention to your product, service, or event.
Also called “cookie stuffing” since the fraudster takes part or all the affiliate’s commission by using cookies to track the traffic.
It is an advertising model where a company pays the affiliate for each visitor or customer brought, thanks to the affiliate’s marketing strategies.
A partnership between a business and an organization in order to target marketing products and services.
A business or organization that provides a particular service, especially one that arranges transactions between two parties.
Business-to-Business. Commerce transactions from one business to another.
Business-to-Consumer. Commerce transactions from businesses to end consumers.
Most important data routes between interconnected networks and dominant routers online.
A type of advertisement situated on a webpage, which appears as a box, bar, or column.
When you need to unfold or scroll to see the ad.
An ad too big for the area in which it should fit.
A hyperlink in the form of a text or picture, which does not mean where it leads to.
When blind links produce web visitor traffic.
Percentage of initial visitors that, instead of remaining on the website, “bounce” to another one.
An agency that offers a restricted service, e.g., it does just creative work and not media planning.
Computer software program which enables you to access content on the World Wide Web.
Computer memory that stores data for easy retrieval.
The process from the beginning to the end for creating an advertising project.
Automated clicking by click farms or bots to generate fake impressions.
Rate of impressions, which resulted in a click-through.
The action of clicking on a hyperlink and be then redirected to a webpage.
The amount of click-throughs, where the user who clicked on a hyperlink has been redirected to a web page.
The sequence of links of a website visitor.
Short for comprehensive, which is a layout as close as possible to the final one.
An appeal, which compares two competitive brands.
A kind of pop-up window. Exit consoles are launched when the visitor leaves the website.
The ad shown “in context” with the product or service the ad is trying to sell.
A conversion happens when the web visitor becomes a paying customer.
Small pieces of data stored by a web browser on user’s local computer.
The act of writing persuasive marketing messages for an advertisement to prompt action.
The one who writes the text for an advertisement.
Cost Per Click. A payment model by which the advertiser pays the publisher for each click-through.
Cost Per Day. A payment model which shows how much the advertiser pays for its ads daily.
Cost Per Thousand. A payment model by which the advertiser pays for every 1000 impressions of its ad.
Cost Per Sale. The advertiser pays for the ad, just when the visitor who clicked on it buys the product or service.
Cost Per Transaction. The advertiser pays for the ad, just when the visitor who clicked on it buys the product or service or generates a transaction.
Same as CPM but used just when it refers to a targeted campaign.
Technology used to create advertising material.
Customer Relationship Management. How a company manages interactions with its customers.
Call To Action. It is a marketing message that pushes visitors to act in a certain way, e.g., sign up for a newsletter.
Click-Through Rate.It is a ration indicating how many people viewed the webpage and how many clicked on an ad.
A pre-made and non-visible website, which can be activated as soon as an emergency or crisis occurs.
A type of banner on a site when paying banners are not available.
Statistical data regarding the information of a certain population of interest, e.g., age, gender, education, etc.
When an advertiser sends the marketing message directly to his clients or potential ones.
An ad that enables you to respond directly to the sender.
Direct Marketing Association. A trade association for advertisers and marketers.
Domain Name Server. A computer that translates domain names into IP addresses.
It is a name that identifies a website.
Creation of a fake trusted domain that looks like an URL from a credible company.
The act of requesting a page, graphic, audio, or sound file to a web server.
When a website links to an image, which is displayed on one or more other sites.
A kind of banner that the publisher runs on its website when no paying advertisement is available for that specific space.
HyperText Markup Language. The computer programming language used when you want to display content con the world wide web.
An electronic link that redirects one’s browser to another location.
How many times users have probably seen an ad.
A document that defines the characteristics of an advertising campaign.
Multiple interconnected networks using TCP/IP to communicate.
The amount of ad spaces for sale on a website available during a specific time frame.
A string of numbers associated with a computer or computer network.
A programming language that allows you to write software and run it on different platforms.
The cross-platform, object-oriented scripting language used in web development.
Joint Photographic Experts Group. A graphics format that displays pictures.
A website that redirects you to its new website/URL.
A specific page of a website appears after clicking on an ad.
A person or business that is interested in an offer.
A fraudster in the form of a bot or a human that can not only generate impressions but also fill out the information, creating fake leads.
A product that aims to generate new leads.
The monetary value of a client to a company over his lifespan as a customer.
Ad’s unit sold to the advertiser.
Modifications made by a publisher to an advertiser for not reaching the promised impressions or too many load errors.
The act of spreading malware through online ads.
A document provided by the publisher to the potential advertisers, which contains information about the publisher’s company.
How strong the consumer awareness is regarding a certain brand.
The conversion of a service, process, or resource into money.
Takes place when a user requests to load a webpage.
In this payment model, advertisers pay when the ad is clicked.
In this payment model, advertisers pay for every 1000 impressions.
Presentation made by an advertising agency, in order to win the representation of its client.
Ads in a 1X1 pixel frame that cannot be seen by the human eye but still generate fake impressions.
The hardware or software on which software applications operate on.
The area where the client concludes his purchase.
An advertisement that is shown in a secondary smaller window when the user is loading a website.
A website with enough information for the visitor so that he does not need to look for it on another website.
Adverting from a company which explains to customers how they managed to deliver high-quality products or services.
A server application between the user and the internet, which is used to store frequently accessed data.
Qualitative methodology, which classifies people’s characteristics and attitudes based on their purchasing behavior and lifestyle.
Also known as Partner or Affiliate, is the website operator.
How a website or ad is positioned, compared to other websites or ads.
A document where the prices and ad space availability are visible.
How many visitors saw your website.
A term that describes immediate results.
A webpage with a link, which brings the visitor to your website.
Webpage requests that come from a similar geographical area.
To have complete access to a website, visitors are requested to insert some personal details.
Ad space remained unsold before it is free to be used again and sold at a reduced price at the last minute.
When a browser tries to retrieve a page and its elements from a server.
When a retargeting campaign is triggered because of scammer bots.
How many times the same user comes back to a website over a certain period of time.
Request For Proposal. When an advertiser asks for some advertising arrangements.
Request For Quotation. When an advertiser asks for a price for placing the ad.
When an ad is rich in audio, video, or graphics.
Ad situated on the right-hand side of the right page.
With an ad roadblock, the advertiser owns 100% of the page views over a certain period of time.
Run Of Category. An ad placement appearing everywhere on an ad network or website within a category.
Return On Investment. A performance measure, which evaluates if the monetary benefits from an ad campaign are above or below the amount of money spent on it.
Run Of Network. An ad placement appearing on any webpage of any website within the ad network.
Run Of Site. An ad placement appearing simply everywhere on a website.
An ad placement in rotation on one or more webpages, which means it will not be the only one to be shown.
Really Simple Syndication. An XML-based format, which allows you to share web content, e.g., headlines.
Advertisers purchasing ads on fake websites, which appear high on search engine results, just because fraudsters make usage of the keyword stuffing technique.
Search Engine Marketing. A form of internet marketing, which promotes websites through a search engine.
Search Engine Optimization. The process of improving your website through organic search engine results.
A series of interactions by a user, which expires after 30 consecutive minutes of inactivity.
A software that allows browsers to play multimedia animations.
An ad placement that is much taller than wide.
A short and memorable phrase used in advertisements to persuade a target group.
Using a subtle persuasion to generate a sale.
Unsolicited commercial messages sent online to a large number of people.
A software program constantly browsing the internet, from one link to the next.
Or “jump page” is a special entrance to a website in the form of a large window.
The testing of two or more advertisements sent to different groups to see which ad is the most effective.
Pay to sponsor a part of your website to increase brand awareness.
Optional standards (dimensions, sizes, names) for online advertising made by the Interactive Advertising Bureau.
When the advertising campaign starts.
The records kept by an ad serving software about every time an ad is served and clicked.
A website on which visitors stay longer than usual.
Advertising messages not perceived as such by a conscious mind.
Slogan or phrase containing the most important information an advertiser would like to communicate.
An advertisement that targets a certain subsection of the market, based on demographics.
A statement that testifies the benefits received from the product or service, usually made by a customer or celebrity.
The amount of visits a user pays to a website.
Publishers buying additional traffic to charge more for the ad placement. Unfortunately, the biggest part of the traffic may come from third-party websites full of bot traffic.
Kind of ad, which persuades you to click on it or share it with other people.
An advertising strategy by which web visitors quickly share information about your company and/or your product to other people.
Visitor browsing on your website.
A price adjustment based on how many page impressions at a specific rate the advertiser wants to commit to.
A collection of information on the world wide web that can contain video, graphics, or sound and is shown in a browser window.
A computer which runs website’s web pages on the world wide web.
Hyperlinked web pages under the same domain name.
The online broadcast of video and/sound.
The person who administers a website.