Jargon Buster

A pricing model that only charges advertising on an action being conducted, for example a sale or a form being filled in.

The monetary amount paid by an advertiser for a click on their sponsored search listing (see Pay-per-click (PPC)). 

The revenue paid to the publisher by the advertiser for every thousand times the ad is shown.

Measured in pixels, the width and height of an ad unit (width x height). The width is always the first dimension listed, followed by the height dimension (i.e. an ad that is 300x250 is 300 pixels wide by 250 pixels high).

Cross-device tracking refers to technology which enables tracking of users across multiple devices, such as smartphones, tablets, and personal computers. Advertisers use this technology to understand the cumulative effect of their marketing activity across multiple different digital touchpoints.

Using data to find out a customer’s specific interests and characteristics which could be used for future targeting. 

Customer relationship management is a technology or software used to manage the relationships and interactions that a company has with its customers. 

D.E.A.L. is a recommended approach for publishers to connect with ad blocking consumers through a step-by-step process implemented by the IAB:

• Detect ad blocking, in order to initiate a conversation
• Explain the value exchange that advertising enables
• Ask for changed behaviour in order to maintain an equitable exchange
• Lift restrictions or Limit access in response to consumer choice.

Online auction marketplace where advertisers acquire 3rd party data that helps them better reach their target audiences with display. Data exchanges were created as marketplaces where online data providers could sell their data directly to demand-side platforms (DSPs) and ad networks. Used by ad networks and DSPs.