Below are a list of terms that are used in Display advertising.

  • Acquisition: Winning a bid, resulting in an impression on the website.
  • Ad Inventory: The available space on a publisher's website. This inventory, or ad space, is most commonly sold to advertisers who wish to show banner ads.
  • Advertiser: A retailer or brand; Listrak's client.
  • Attribution: A set of user actions that are used to identify a successful outcome. These actions are assigned a value in order to rank events.
  • Auction: This is where the value is set for the impression.
  • Audience: The group of people that you are engaging with.
  • Banner: Space on a webpage where an ad image is displayed.
  • Bidding: The buying and selling process that occurs in the time it takes for a webpage to load.
  • Click-based Attribution: The demand side platform is assigning credit for a specific event (purchase) to a previous click on the ad served.
  • Connected Audience: A dynamically generated audience that the you are creating.
  • Conversion: How many people clicked-through the ad, then made a purchase from your website.
  • CPM: Cost Per Thousand impressions.
  • Display Advertising: A webpage advertising primarily comprised of images.
  • DSP: Demand Side Platform functions as a medium for the buying and selling of display space.
  • Dynamic Ad: An ad type that generates content that is unique to each shopper.
  • Facebook: A social media platform.
  • First Party Data: The data that you're capturing.
  • Impression: When an ad is displayed to the customer on a publisher's website. This doesn't mean the ad was clicked on, just that the ad was served.
  • Inventory: The available space on a webpage where an ad is displayed.
  • Lead Ad : These ads capture customer's information such as an email address and name.
  • Leaderboard Ad: Ads that are displayed at the top of a webpage.
  • Marketplace: An online environment where merchants are able to bid and buy ad inventory that's offered by a publisher, such as weather.com
  • Medium Rectangle: An ad that displays on the right-hand side of a webpage.
  • Merchant: The beginning of the auctioning and bidding process, which are Listrak's clients.
  • News Feed Ad: This ad type allows a shopper to click through to a business' website.
  • Programmatic: The process in which ads are bought in an automated process.
  • Publisher: The company or website that sells inventory and ultimately serves the advertiser's ad on their website.
  • RTB: Real Time Bidding is how the ads are purchased in an auction environment within the marketplace.
  • Search Advertising: Allows previous searches on the internet to be used for targeted ads to reengage the shopper.
  • Skyscraper: A tall-standing ad that appears on the left-hand side of the webpage.
  • SSD: Supply Side Platform organizes and monetizes the ad inventory.
  • Social Advertising: Using social media platforms (Facebook, Google, Twitter) to reach a larger audience through advertising.
  • Targeting: Allows a customer to become further engaged based on previous activities and decisions.
  • Third Party Data: The supplemental data that is collected outside of your organization, that is still accessible to you.
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