Our Glossary of Frequently Used Terms

  • Ad Network: A company that connects websites with advertising to sell, then aggregates that inventory for advertisers to buy, usually via programmatic exchanges.
  • Banner: An online advertising format where the ad (or banner) is made up of an image, audio, video, etc. These are positioned in advertising spots on a webpage.
  • Bid: This is the value that an advertiser is willing to pay in an auction.
  • Campaign: A marketing effort used by a company in order to drive a specific intention. A planned set of creatives and parameters used to advertise your product or service.
  • Carrier: A carrier is an internet or mobile service provider.
  • Contextual Advertising: Advertising related to the specific content of a website.
  • Conversion: This is when a user completes an action that is predetermined (e.g a click, subscription, download, lead, sale, etc.)
  • Conversion Rate: The percentage of users that performed a specific action (Conversion) in relation to the total number of visitors that landed on a website. The formula is: N° of Conversions / N° of Visits X 100 = Conversion Rate.
  • CPA: CPA can stand for “Cost Per Action” or “cost per acquisition”. It refers to something more substantial than an impression or click, such as a sale. I.e: You pay when a set action has taken place.
  • CPC:Cost Per Click”, is the amount you pay for each click of one of your ads on the platform. Your cost per click is determined by several factors, including your maximum bid, your Quality Score, and the ad rank of other advertisers bidding for the same keyword. Your CPC is an important metric because those clicks, and costs, add up fast. If your CTR is too high, you won’t be able to achieve a return on your advertising investment (ROI).
  • CPM: Cost per thousand impressions or technically “Cost Per Mille”, is a common calculation in online advertising. You pay a set price for a thousand impressions of your ad/ banner.
  • CTR: Click-through rate (CTR) is the number of clicks per impression of an ad. The formula used to calculate CTR is N° of Clicks / N° of Impressions X 100 = CTR %
  • Dashboard: The dashboard is the landing page when logging into a TrafficFactory account. It is from here that you are able to control your account.
  • Dayparting: A feature that allows advertisers to determine the start and end time of their advertising campaigns increasing the likelihood of generating quality traffic during the optimal hours they want.
  • Direct Marketing: When an advertiser has full control of their campaign and sets up all aspects without assistance.
  • Display Rate: An option used to determine the rate of distribution between several banners / ads.
  • eCPM: Effective Cost Per Mille (Thousand). eCPM is the calculation used to measure an ad’s monetization performance. The eCPM value is used to calculate page view position for CPC bidding models. The formula for eCPM is: (Ad Spend x 1000) / Ad impressions = eCPM
  • Feature Phone: A feature phone is a type of mobile phone that has more features than a standard cellphone, that is internet capable but is not the equivalent of a smartphone.
  • Frequency Cap:Frequency capping’ is the process of limiting the number of times auser is exposed to a single ad or campaign.
  • Geo-fence: This is a geo-target option limited to a small, specific location. The targeting radius of the Geo-fence can be up to 50 km. [This option is only reserved to advertisers promoting local offers]
  • Impression: sometimes called a view or an ad view, 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.
  • Indirect Marketing: Involves a Media Buyer or Media Buying company. The advertiser will allow full reign of their campaign to be organised and managed by the Media Buyer in exchange of a commission for the work undertaken.
  • Insertion order: An electronically signed document representing a commitment from an advertiser for a financial credit to their account.
  • IP Filter: An extra measure of security allowing restricted access from pre-selected IP addresses.
  • Landing Page: a web page which serves as the entry point for a website or a particular section of a website. The webpage that a user is directed to after clicking on a creative.
  • Native: Online banner that resembles the publication’s editorial content but is paid by advertisers.
  • Pop-under: The pop-under ad is the sneakier relative of the pop-up ad. While pop-up ads are often shown (and closed) instantly, pop-under ads linger behind the current browser window, appearing only after other windows have been closed.
  • Pre-roll: A pre roll ad is a short promotional video message that plays before the content the user has selected.
  • Reimpression: An ad re-display. ?
  • Remnant traffic: is basically the ad traffic that has not been sold directly to an advertiser that must be sold by other methods.
  • ROI: Return On Investment. This is a value that measures the performance of your campaign to find out how profitable your ad is. The basic formula to ROI being : Ad Profit / Ad Cost ?x 100 = ROI %
  • RON: Run Of Network is an online ad buying campaign where the banner, image, media or text ads can appear on any web site within an advertising network.
  • RTB: Real Time Bidding is a means by which advertising space is bought and sold on a per-impression basis, via programmatic auction, similar to financial markets.
  • Target: A set of predetermined parameters, that you are able to adjust in accordance with your target audience. We offer you the possibility to target audience(s) by; 1) Their geolocation, 2) By type of device (Desktop, Tablet, Mobile, Feature Phone) and 3) by categories of interest.
  • Traffic: The number of visitors that access a website during a specific time period.

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