The online media world is full of confusing alphabets and technical terms. The following article will try to clear some of them.

Header Bidding – a method for publishers to get bids simultaneously from all their connected SSP’s/ DSP’s. Instead of working in a waterfall method, on which the request is sent partner by partner based on predicted bid (according to past performance), all the bid requests are sent to all demand partners at the same time. The header bidding code is composed of 3 essential components: the request, the container (wrapper) that contains all the bids and the displayed ad.


Real Time Bidding (RTB) – inventory buying method, in which buyers bid and buy traffic real time per impression. Click here for more details.


Traffic – human visitors in a website.


Ad Networks – a company that connects advertisers and publishers with traffic that wants to offer their advertisement spots over the website.


Ad Exchange – Technological platform that allows buying and selling of media inventory between a variety of ad network and direct websites and offers.


Data Management Platform (DMP) – DMP’s are used to collect and analyze users data from all over the web, in order to increase users value for advertisers.


Optimization – The process of optimizing a campaign and making him more profitable.


Fill Rate – fill rate is the number of delivered ads divided by the number of ad requests. What drive this number lower are networks errors, timeouts and users that leave the page before the ad is delivered.


Ad Injection – Ad injectors are injecting ads to websites, without paying the websites owner and without their permission. The process is possible due to a program or a toolbar that is installed on the user machine, allows the program/toolbar owner inject ads on the user browser.


Performance Campaigns – performance driven campaigns, on which the advertiser focuses on leads, downloads, etc.


Publisher – individual or cooperation that responsible for publishing content, and therefor owns traffic.


Impression – when an ad is fetched from an ad source and is countable as served ad. It doesn’t matter if the ad is clicked or not.


Request – when a user visits a website, a request for bid is sent to all connected advertisers.


Contextual Marketing – marketing that is based on the text or the context of the ad placement. For example, when the text is about holidays, the contextual advertisement can be for hotels or flights.

Agency – directly connected to advertisers, agencies advice companies on how and where to advertise.


Conversion – the point at which someone responds to your call to action and performs the desired action.


SEO – an acronym for Search Engine Optimization. The process of increasing website’s rank in the search engine. SEO is being done with updated and original content, links to the website from other websites, etc.


CTR – an acronym for Click Through Rate. This is the ratio between the number of ad clicks to the number of people who saw the ad.


Unique User – a user that visits the website for the first time, and therefore is most likely to click on ads.


Landing Page – a page on which the user lands on after clicking an ad. Usually the landing page contains information on the product, call to action button or a form for personal details of the user for collecting leads.


Display Ad – this is a payed image advertisement that appear on a website.


Pixel – a little piece of code to track user’s behavior. The pixel is 1×1 pixel picture (hence the name) inserted to the webpage.


Google Analytics – google tool that collects statistical data from a website. Allows the website owner to analyze users by traffic sources, time on site, etc.


Retargeting – a way to reach visitors that left your website without checking out. It works by placing a pixel in your website that drops a cookie to the user’s browser, allowing you to show the user your advertisements all over the web.


SSP – an acronym for Supply Side Platform. It’s a software usually used by publishers to sell their inventory.


DSP – an acronym for Demand Side Platform. It’s a software usually used by advertisers to buy traffic for their campaigns.


Long Tail Key Word – this is a highly specific key word that contains four or more words.


Ad Server – technological platform that serves ads.


CPM – an acronym for Cost Per Mille. It means that the advertiser will pay per 1000 impressions.


CPI – an acronym for Cost Per Install. This is a media marketing model in which the advertiser pays a fixed or a variable price per installation of his Application.


CPL – an acronym for Cost Per Lead. In this method of payment, the advertiser will pay per lead he gets.


PPC – an acronym for Pay Per Click. The PPC model lets the advertiser pay once the user clicks his ad – and the price is set per one click. The price can be fixed or it can vary per auction.


Click Fraud – if the advertisers pays per click, the website owner can be tempted to Create a click bot that clicks the ads and dishonestly increase his revenue at the expanse of its advertisers.


Native Advertising – refers to advertisements that blends in the web page, as if they were part of the website itself. this type of advertising makes the user more comfortable with the advertisement and it is more likely for him to engage. The ad format is usually a small image that looks like every other suggested article in the website, with the same font and colors as the website’s style. Examples for native networks are Taboola and Outbrain.