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What does all the online advertising jargon actually mean?
Sun, 1st May 2022
FYI, this story is more than a year old

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.

Native advertising - Also known as sponsored content, advertorial or promoted posts. A type of advertising that blends seemlessly through the publishers editorial content. At TechDay we call these 'bespoke stories'.

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 your technology marketing. 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.