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What does all the online advertising jargon actually mean?

02 May 2016

Online advertising is full of complicated jargon that sometimes need a bit of an explanation. Here's our guide to help those in need.


Advert types

MRec / MedRec - Short for medium rectangle and also known as tile or island is 300 pixels wide by 250 pixels high.

Leaderboard - Also known as banner & billboard is 728 pixels wide by 90 pixels high.

Wide Skyscraper - Also known as just a skyscraper is 160 pixels wide by 600 pixels high. 

Half Page - Also known as super tile or super rectangle is 300 pixels wide by 600 pixels high. 

Interstitial unit - Also known as large overlay tile or large Tile is 480 pixels wide by 480 pixels high.

Retargeting - When a website installs a cookie into your browser after visiting their site and the advertiser continues to target you on other websites with the same advertising.

Sponsored stories - Also known as Native Advertising, Advertorial or Promoted Posts. A type of advertising that blends native content with an advertisement. 

Banner - Customers often use the word banner to describe tiles, leaderboards or skyscraper advert sizes.

eBook / eMagazine - An electronic version of a printed book or magazine that can be read on a computer or a specifically designed handheld device.

eDM - An email direct mail is when an advertiser sends customers and potential customers an email advertising their product. 


Campaign types

Tenancy - A weekly basis for selling a slot normally sold as 50% or 100% share of voice.

CPM - Cost per thousand-page impressions is an online advertising pricing model and the most common way to pay for display advertising. This is where the advertiser pays for one/per thousand page impressions of their advert. 

CPC  - Cost per click is where the advertiser pays the publisher for each click on their advert.

CPA - Cost per action is where the advertiser pays for a specified action - whether that is a click or form registration or some other outcome. Because this depends on the advertiser's processes and creative material this is normally more expensive than CPM and CPC.


Measurement terms

SOV - Stands for share of voice. Percentage of the impressions that the advertiser gets of the content.

PI - Page Impressions. Previously known as hits, eyeballs or views

CTR - Click-through rate. A percentage and measured by the total number clicks divided by total number of impressions. 

ROI - Return on investment. A metric to evaluate the benefit of investment for the investor. 

Open Rate - A measure of how many people opened a eDM / email calculated as a percentage of the total number of emails sent.

Optimised / A&B testing / Split testing - Testing two or more variants of items like an email or creative to find the variant that performs better.

UB / Unique browsers - The number of unique browsers that have visited during a specific period. So if a visitor visits twice they are only counted as one.

Advertising Inventory - These are advertising page impressions available for the advertiser to book.


IT marketing terms

Coop / Cooperative marketing funds - Marketing funds that sometimes has to be matched by the distributor.

MDF / Marketing development funds - Offered by vendors and manufacturers to channel partners to help with local marketing and sales of their products. 


Target market

SI / System Integrators / Integrators - Companies that integrate many components into a solution, so the various parts of the solution work together.

SME - Small and medium enterprise is a business with 199 or less employees in Australia and 19 or less employees in New Zealand.

SMB - Small and medium sized business is an American term for businesses with less than 100 employees for a small business or below 200 employees for a medium business.


Web design terms

Adblockers - The software that website users can install that block or filters adverts displaying.

The fold - The line at the bottom of the screen if you don’t scroll down.

Responsive web design - A type of web design that re-organises the web design on a page for differing screen sizes, allowing differing elements to be displayed. Leaderboard adverts display when viewed on a MacBook but not on an iPhone screen.



DAM - Digital Account Manager is Techday's telephone-based customer sales and support representatives.

Agency trading desk / ATD - An independent unit or platform that purchases large amounts of advertising inventory for re-sale to advertising clients. 

Adserver - The software platform that enables publishers, ad networks and advertisers to serve adverts on websites, collecting information about impressions and clicks. Google DoubleClick is the largest.

Proof of delivery / POE / Proof of Execution - Screenshots including date and advert for proof that we ran the advert

House adverts - A publisher's own internal adverts.

Material / Advert - The creative material and content for an advert. For Techday's display advertising, this consists of images, Flash files and the click-through URLs. 

Insertion Order / IO - A simple order form, sometimes with the terms of the contract, signed by a business (such as an online advertiser). The insertion order confirms the details for an ad campaign, for example. It is similar to an invoice, except it is not a request for payment. 

Call Techday's team of Digital Account Managers for an obligation free quote for editorial integration and/or advertising. Our team is well trained on how to get the best return on your marketing investment.

With many tech news websites within our Techday network, we've got a perfectly targeted site for your next campaign.

If you have any additional questions, we would be happy to assist, contact your digital account manager or contact us here.