Category: A

A computer, normally operated by a third party, that delivers and tracks advertisements independent of the web site where the ad is being displayed. Use of an ad server helps establish trust between an advertiser and publisher since the statistics are maintained by a objective third party.

A discount, normally equal to 15%, that is offered to advertising agencies that place an order on behalf of their clients. Many large companies establish their own in house agency in order to qualify for the discount when they place the advertisements directly.

The process of reviewing advertising statistics for errors and making any needed adjustments for accuracy. This may occur any time after an advertising campaign has begun, but usually occurs after the campaign is finished, ideally performed by a 3rd party.

Above the line (ATL) is any advertising technique which focuses on general media such as TV, cinema, radio, print and Internet.

An advertising company that represents other companies by providing advertising related services such as planning, creating, buying and tracking an advertisement on behalf of their client.

An advertisement styled to resemble the editorial format and typeface of the content in which it runs. Often generates higher response rates.

The space on a web page reserved for the displaying of advertisements, typically at the top or bottom of a page or if a small advertisement in the right or left column. The most desirable ad space is above the fold.

A advertising company that usually serves as a broker between web site publishers and advertisers. Larger ad networks aggregate sites into general categories so that they can offer advertisers targeted buys. The majority of banner advertisements on the Internet are sold and served by ad networks.

The duration of time for which an advertising campaign is live.

A trial performed on two or more variations on a message or design with the intention of determining the relative effectiveness of each against one another.