Dictionary

In the following we will list some of them most common words and terms used in EmediateAd and in Classroom

Advertiser
An advertiser is the customer who is advertising on your website
Availability
Availability is the amount of impressions/clicks available for a campaign.
API
Application programming interface or API is a software interface that allows one software program to interact with another software program. When Emediate offers an API solution, it basically means that the customer is able to use the EmediateAd software through a different software program.
Campaign
A campaign is a booking unit where you put the banner you want to show and set the different parameters for when and how it should be shown. You can have more than one banner (or creative as it is called in EmediateAd) but each campaign should only consist of banners in the same size.
Campaign Id
The campaign id is the unique id given to a campaign. The id is the last string of digits in the URL of the campaign overview.
Click %
Click percentage. The number of clicks the advertisement has attracted in proportion to the number of impressions. Is also known as CTR (click through rate).
clickTAG
An identifier used in flash creatives to count the number of mouse clicks.
Click URL
Click address/target address, the URL address of the website that opens when the advertisement is clicked
Composed JavaScript
One of EmediateAd’s tag formats. This means bits of JavaScript code that consist of an init code placed at the beginning of the page and a content unit code placed at the content unit. These are placed in the HTML page template of the web service
Content unit
Place of an advertisement (for example FrontPage or Leaderboard)
Contextual Ads
Ads that are matched and delivered on the basis of the content of the site's content.
CPA
Cost Per Action or CPA is a term for the costs for a visitor to take a certain action, e.g. sign-up to a newsletter.
CPM
Cost Per Mille or CPM is a term for the costs a customer pays for every thousand impressions.
DHTML
Dynamic HTML that makes it possible to add different dynamic (for example expanding) advertisements in webpages. This always requires a tailored special solution and extra work.
Flash
A file format used on web pages that contains animation and possibly sound, in addition to images. The file extension is .swf (shockwave flash).
Fold
The line that separates the content that is visible to a user when he enters a page from the content which is not visible
Frame
Multiple, independent sections or items used to create one combined entity. Used in e.g. Flash Banners and Video Ads.
Frequency
Recurring of the advertisement (the maximum number of times that the advertisement is shown to one user). You can set a time limitation for a specific time period.
House ads
Advertisement for products or services from the same publishers who is displaying them.
HTML
HTML or Hyper Text Markup Language is a webpage markup language used in web browsers which tells what text, images and other material are shown on the page.
Iframe
One of EmediateAd’s tag formats. Iframe means HTML code that the browser handles like an external HTML document. This is placed in the HTML web page template.
Impressions
Display (or how many times the advertisement has been shown).
Interstitial ads
Ads that appear inbetween two pages
Inventory
Inventory is the total amount of impressions your content units are expecting to deliver.
JavaScript
A programming language used in browsers, which makes it possible to use dynamic content on HTML pages (for example, the page reacts to the movements and clicks of the user’s mouse without reloading the page).
Midroll
When a video ad is served in the middle of the video content
Paced campaigns
A paced campaign is a campaign set to deliver a specific amount of impressions/clicks within a specific time slot. In a paced campaign EmediateAd automatically distributes the impressions/clicks evenly throughout the entire run time.
Post-click tracking
Is a tool for tracking the behavior of a visitor after clicking on the creative. E.g. post-click tracking is often used to see if clicks are resulting sales for the advertiser.
Postroll
When a video ad is served after the video content
Preroll
When a video ad is served before the video content
Publisher
A publisher is the owner and/or distributor of the advertising space on a website
Retargeting
Retargeting is a targeting feature based upon a visitor's previous actions. E.g. retargeting is used to target visitors who have previously been exposed to other campaigns.
RON
Run On Network, when an ad is set to run on all matching placements across a network of different sites
ROS
Run On Site, when an ad is set to run on all matching placements across an entire site
RTB
Short for 'Real Time Bidding'. RTB is a platform that allows advertiser to dynamically bid for online inventory instead of paying a fixed price per X impressions
SSP
A Sell-Side Platform (SSP) is a technological platform where publishers can auction off available inventory to advertisers
Standalone JavaScript
One of EmediateAd’s tag formats. Standalone means an independent JavaScript code that is placed in the right place in the HTML web page template
Tag
An EmediateAd tag; a code of the JavaScript programming language used in browsers, which is placed in the web service’s HTML page. With the help of the tag, EmediateAd knows how to retrieve the right advertisement for the right place from the system.
Targeting
Targeting is a way of segmenting which visitors are able to see the campaign. There are several different targeting parameters in EmediateAd. You can read about them in our Targeting section
Third party tag
Third party tag is a tag used by advertising agencies, with which they count the number of impressions of an advertisement independently of the EmediateAd system. Advertising agencies want to do so because they often use the same advertisement campaign in different web services and they want coherent statistics.
Under-delivery
If a campaign is under-delivering it means that it is failing to meets its paced target. The most common reason for under-delivery is an over booked inventory
Unique browsers
The number of unique users who have seen the campaign. Browser cookies are used to gather this number. Note that several people can use one browser (for example, in a library) and that one and the same person may use several terminals/browsers. Some browsers delete cookies automatically and these users register as a new user when they visit the web service again.
URL
URL or Uniform Resource Locator is, in short, the name of the website (e.g. www.emediate.com)

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