1. TARGET. ENGAGE. CONVERT.
Retargeting
Glossary
Section 1
Basic retargeting definitions
Cost Per Thousand (CPM)
Cost per thousand (CPM) is a commonly used measurement in
advertising. In Latin ‘mille’ means thousand, so CPM means
cost per thousand ad views.
Creative
A creative is what is displayed for advertisers on publishers’ sites,
like banners, text phrases, flash animations, etc.
Click-Through Rate (CTR)
Click-through rate (CTR) is a way of measuring the success
of a campaign. A CTR is obtained by dividing the number of
users who clicked on an ad by the number of times the ad was
delivered (impressions). For example, if an ad was delivered 100
times and one person clicked on it, the resulting CTR would be 1
percent.
Creative CTR, Banner CTR
The CTR you get on that particular banner or ad.
Frequency Capping
Frequency capping lets you control how often a single visitor can
view that certain campaign or ad. For example, a campaign with
a frequency cap of 1/24h will be shown once per day, per user.
Return on Investment (ROI)
Return on investment (ROI) is the ratio of money gained or lost on
an investment relative to the amount of money invested.
Section 2
Extended glossary of definitions
Above the fold
Any area of a web page that can be viewed without visitors
having to scroll down. As a result of the better visibility, the
ad space in this area tends to have a higher value than space
elsewhere on the page.
Ad flight
The total length of your advertising campaign.
Ad network
An advertising company that handles deals between online
publishers and advertisers. Bigger ad networks aggregate sites
into general categories so that they can offer advertisers targeted
markets.Ad networks are responsible for selling and serving the
majority of Internet advertising.
Ad server
Normally operated by a third party, an ad server delivers and
tracks ads on websites, and compiles statistics.
Banner fatigue
Occurs when visitors see the same banner so many times that
they no longer click through. However, this is generally not a
factor in retargeting because the consumer has already shown
interest in the product/service.
Cache
This is a temporary storage area that houses frequently
accessed data and keeps it ready for immediate access.This saves
the computer from having to retrieve the information from main
memory every time it’s required. In the case of online instances,
a cache can store a majority of a web page’s content instead of
requesting all the data from the server every time it is loaded.
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2. Click through
The action of clicking a banner ad and being taken to another
web page via a hyperlink.
Contextual advertising
Also known as content-specific advertising, contextual
advertisements are tailored to match the specific content
or theme of a website, such as movie ads on a film review
website.
Conversion rate
The percentage of visitors to a website who convert into
customers. Proven high conversion ratios (via web analytics) add
value to a website’s inventory.
Cookies
A message given to a web browser by a web server. The
browser stores the message in a text file. The message is then
sent back to the server each time the browser requests a page
from the server.
The main purpose of cookies is to identify users and possibly
prepare customized advertisements for them.
Defaults
The ads used to fill unsold inventory space on a website. These
usually include lower-paying, non-paying, or community service
ads.
Flash
A software plugin which provides browsers with the capability
to play multimedia files. Rich media ads often require Flash in
order to work properly.
Frequency
The number of times a website visitor is shown a single ad. Cookies
are used to track impressions, so that no ad exceeds the maximum
number of permitted views per person.
Frequency capping
The process of using cookies to keep track of the impressions
per ad on a site, and to stop any ad from being shown to a single
visitor more than a set number of times.
GIF
A Graphical Interchange Format is a popularly used image
format. GIF’s are used in a majority of banner ads, and can
be used to create animated banner images, which generally
achieve a higher click-through rate than static banner ads.
HTML
HyperText Markup Language is the most frequently used
programming language for web pages. It allows text-based
information to denote not only content, but also the structure of
that content, such as paragraphs, links, headings, etc.
Hyperlink
A hyperlink is HTML code that directs a browser to another web
page via click-through.
Impressions
The number of times a banner ad has been show to a specific
user. At times, caching and page load errors can lead to
inaccurate impression numbers.
Interactive Advertising Bureau
Based in New York City, the IAB is the representative organization
for online advertisers.
Incentivized click
A type of click-through that is inspired by an ad offering a
reward. While incentivized clicks can lead to a momentary spike
in click-through rates, it does not necessarily lead to an increase
in actual sales.
Interstitial
Ads that are loaded between web pages without being activated
by a request.
Inventory
The amount of available ad space on a website, which takes into
account the possible page impressions in a certain timeframe as
well as the amount of ad spots available per page.
Java
A programming language that enables developers to build
software that will be able to run on any Java virtual machine.
JavaScript
A widely utilized cross-platform, object-oriented programming
language that provides web pages with interactive elements and
features useful to advertisers, such as banner rotation.
JPEG
Joint Photographic Experts Group; a JPEG is a compression method
used for the displaying of photographic images on web pages.

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Keyword
Words or phrases that, when searched, will result in a specific
site being returned.These are highly important in terms of search
engine results positioning. Many sites incorporate keyword
strategies into their advertising campaign, such as activating a
specific banner only when certain keywords are entered.
Landing page
The destination web page for an online ad.
Max loop size
The maximum number of times an animated graphic may repeat
its loop.
Max time length
The maximum amount of time it takes an animated graphic to
perform one complete loop.
Monetization
The specific methods by which a service or business
generates income.
Opt-in
The processes by which a user agrees to, or signs up to, receive
messages from a company.
Opt-out
The process by which a user elects to stop receiving messages
from a company. If a user continues to receive messages after
opting out these messages it can be considered spam.
Page view
A page view is what is displayed each time a browser requests a
web page. One page view might register as multiple hits on the
server (see hits), as pages can contain more than one element.
Reach
A measurement of an ad’s exposure, usually calculated by the
total number of people who have the opportunity to
see your ad.
Retargeting
This is a digital marketing strategy that utilizes the placement of
expertly crafted ads in front of lost prospects as they continue to
navigate throughout the web. By utilizing a smart pixel a brand
or business can continue to target ads at users after they have
left a website.
Rich media
Ad technology that features more refined images as well as
audio and/or video in the ad. Rich media ads frequently allow
visitors to interact without leaving the page on which it appears.
Skyscraper
An advertisement or banner much taller than it is wide.
Smart Pixel
A JavaScript code that is placed in the footer of your site,
near the </body> tag, which will load asynchronously and
independently to ensure that it will not interfere with the page
loading.
Splash Page
A special entrance page to a website. Splash pages are useful
for banners offering competitions and other special offers the
advertiser does not want to put on their site’s main page.
Standards
A set of voluntary standards created by the IAB for online ad
sizes, dimensions and names.
Targeted
This term refers to ads that are aimed at a specific section
of a website’s audience, or at a niche online group/consumer
segment.
Unique users/visitors
This term refers to a site’s total number of visitors over
a certain length of time.