Beginners Online Display Advertising Glossary

IMPRESSION: when a web banner is loaded onto a browser.

CLICK THROUGH: when a user clicks on a banner and is redirected to a landing experience.

CLICK THROUGH RATE (CTR): The percentage of clicks based on the amount of impressions served.

LANDING PAGE/JUMP PAGE: where a click lands, most often not a home page but instead relevant messaging based on the banner creative from which a user can navigate to other areas of the site.

RICH MEDIA: a term for advanced technology used in Internet ads, such as streaming video, applets that allow user interaction, and special effects. Rich Media campaigns employ a separate rich media server to implement and measure metrics other than click through such as user interaction, etc.

FLASH BANNER: animated creative that does not have any advanced interaction opportunities.

ADVERTISING NETWORK: a network representing many sites, allowing advertising buyers to reach broad audiences relatively easily by targeting contextually, behaviorally, or demographically.

BEHAVIORAL TARGETING: uses information collected on an individual’s web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual.

THIRD PARTY AD SERVING: ad serving technology places and tracks advertisements on web sites. Employing a third party server helps increase uniformity and reliability of reporting while keeping it all in one place.

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