Key Terms in Advertising and Media
Last updated August 27, 2024
Understanding the language used in the digital advertising and media landscape is essential for navigating the industry effectively. This glossary defines some of the key terms related to media quality, fraud prevention, and brand safety.
Common Advertising and Media Terms
- Invalid Traffic (IVT): Non-human traffic that artificially inflates ad impressions and clicks, leading to wasted ad spend and inaccurate reporting.
- Viewability: The percentage of ad impressions that are actually seen by users. Viewability metrics ensure your ads are visible to potential customers.
- Ad Quality: The overall quality and appropriateness of ad placements, including factors like content relevance, user experience, and brand safety.
- Brand Safety: The practice of ensuring that ads are placed in environments that align with a brand's values, reputation, and target audience, avoiding potentially harmful or misleading content.
- Demand-Side Platform (DSP): A platform that helps advertisers buy ad space in real-time across various publishers and networks.
- Supply-Side Platform (SSP): A platform that helps publishers sell ad space to advertisers in real-time.
- Ad Exchange: A marketplace where advertisers and publishers exchange ad inventory in real time.
- Ad Server: A platform used to store, manage, and deliver ad creatives to websites and apps.
- Click Fraud: Malicious activity involving artificial clicks on ads, often generated through automated bots, to inflate traffic and ad revenue.
- Bot Traffic: Automated traffic generated by bots rather than real users, which can skew campaign metrics and impact ROI.
- Click-Through Rate (CTR): The percentage of users who click on an ad after seeing it.
- Cost Per Mille (CPM): The cost of reaching 1,000 impressions of an ad.
- Cost Per Click (CPC): The cost of an ad click.
This comprehensive glossary will help you gain a deeper understanding of the terminology used in the dynamic world of digital advertising and media.
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