Jargon Buster

Full list of terms title


Various criteria to make the delivery of an advertisement more precise (age, geographical location or behavioural cues etc.)

Text ad

A static appended text attached to an advertisement.

Third-party ad serving

The technology used to deliver creative assets from one adserver into another, allowing advertisers to track the performance of the campaigns and record impressions and clicks amongst other campaign metrics.


The ability to assess the performance of an ad campaign.

Tracking pixel

A 1x1 pixel-sized transparent image that provides information about an ad's placement. In many cases, a tracking pixel is used to notify an ad tracking system that either an ad has been served (or not served, in some cases) or that a specific webpage has been accessed. Also known as: beacon, web beacon, action tag, redirect, etc.