Glossary
There are a lot of new words and expressions in digital marketing that for some traditional marketers it may seem like a new world. So to make life a bit easier, here we list some of the most frequently used terms in online advertising which you should be familiar with and well understand. Feel free to contact us should you require more information on a particular term or would like to suggest a new one.
- Ad Code
- HTML/javascript code generated by the ad server for publisher:
- Web Ad Code – HTML/javascript code generated by the ad server for integration into HTML structure of the webpage by the publisher, where relevant web ad is to be displayed.
- Ad platform
(or ad server) - web-platform designed to connect the traffic demands of advertisers with the traffic supply of publishers. It collects information on advertising objectives of advertisers and delivers relevant ad campaigns to publishers’ websites. Ad server has an automated tracking software that accurately registers each transaction between two parties.
- Advertiser
- individual or organization aimed at promoting own products and/or services via effective online advertisements.
- Advertising Agency
- individual or organization, who represents a group of advertisers aimed at promoting own products and/or services via effective online advertisements.
- Auto Funding
- additional feature for advertisers, where their balance on DaromAd is automatically funded using credit card information, provided by them.
- Campaign
- a set of parameters of the ads served via DaromAd. It contains the targeting options, media selection and other specifications of advertisement.
- Channel
- a broad-term classification of the direction and targeting of ads being delivered by ad sever:
- Content Channel – an industrial class for ad campaigns created at DaromAd.
- URL Channel – a target URL or set of webpages, where traffic is being sent from the publisher’s website. It is defined by publisher for measurement and reporting purposes.
- Commission
- percentage share of the price, paid by advertiser to DaromAd, rewarded to publisher for each valid transaction.
- Conversion Tracking
- automated procedure of registering predefined action(s) taken by the user, after clicking the advertisement on a publisher’s webpage:
- Page View – conversion unit registered by the ad server, when the user views advertiser’s page, after clicking on relevant advertisement on publisher’s webpage.
- Sale – conversion unit registered by the ad server, when the user purchases good/service or carries out any other commercially valuable action on advertiser’s website, after clicking o relevant advertisement on publisher’s webpage..
- Creative
- professionally designed image or rich media of a standard size with advertising content, destination links and action buttons.
- Geotargeting
- targeting options for an advertisements, where advertiser can restrict to which countries and regions the ad is to be delivered.
- Keyword
- word or phrase, defined by advertisers to specify to what webpages their ads should be sent. Ad server indexes all submitted webpages and scans them for relevant keywords for better targeting and efficiency.
- Media Partner
- individual or organization, which represents a group of publishers? who owns a quality website and wishes to earn commissions from placing online advertisements on their web estates and sending traffic to the sites of advertiser.
- Publisher
- individual or organization, who owns a quality website and wishes to earn commissions from placing online advertisements on their web estates and sending traffic to the sites of advertiser.
- Transaction
- action of displaying and clicking on advertisement by the user on publisher’s site with following sending of traffic to advertiser’s website. Each such action is registered and validated by the ad server.
