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Glossary of digital advertising terms

Advertisement This is a creative or ad set.
Advertiser Is the one who buys advertisement on websites of publishers.
API A set of requests, which can help automating the campaign creation, modification and activation.
Approval status Verification of an advertisement
Banner The most common display advertising format.
Banner placement Location of the banner on the site.
Banner size The size of the banner measured in pixels.
Blacklist A list of websites, on which your ads will not be shown.
Body (web-push) A text in a web-push notification.
Campaign A list of advertisement displaying settings.
Campaign group A list of campaigns united by advertiser by some attributes.
Category Type of sites (adult, mainstream etc.)
Common URL The URL provided to all creatives in an the ad set.
Creative Specific set of advertisement elements depending on an advertisement type. An advertisement can contain one or more creatives.
Full-page interstitial Ad format that looks like a pop up window. Works on mobile and desktop devices.
Gallery ad Ad format that designed for tube site owners.
Impression An event indicating an advertisement was shown.
Icon (direct link) An element of a direct link ad set. Symbol symbolizing a content on the website.
Icon (web-push) An element of a web-push ad set. A square image representing a landing content.
In-page / Sticky ad An advertising notification, similar to web-push. Notifications are fixed to a specific area of the screen while the user scrolls through the content.
In-stream A video advertisement shown before, or within a site content.
iOS calendar An advertising push message, that can be delivered to all iOS devices through Google calendar.
IP2Location A special IP target category.
Landing page A web-site promoted by an advertiser.
Limits The setting that restricts excessive costs or impressions.
Native ad An advertisement imitating a content o the website. It looks like a banner advertisement, yet has a short text on it.
Popunder (Clickunder, Onclick) A landing page, which opens in the next browser tab.
Premium sites Premium sites of our exclusive partner.
Price box Widget providing information about estimated daily traffic volume.
Pricing model It's a system that chooses to charge an advertiser for displaying ads.
Publisher Is the one who sells ads on own sites.
Random rotation A rotation of an advertisement's creatives providing random creative.
Referral program A bonus system providing referral's percentage of spending to a referrer's account.
RON sites All available traffic.
Rotation type An algorithm choosing a creative from an advertisement.
RTB Abbreviation for Real Time Bidding. A form of programmatic buying when ads are exchanged in milliseconds based on auction.
Selfcode A banner with a custom code.
Smart rotation A tool which helps to choose the best-performing creative.
Starting event endpoint The URL which receives tracking information.
Subscription days The number of days the user has opt-in to receive web push.
Tab-direct link A publisher's site menu element with a direct link to an advertiser's landing page.
Title A caption text, element of an advertisement.
Tracking Use of external software to track the origin of impressions.
Traffic Impressions provided by publishers.
Traffic Impressions provided by publishers.
Two factor authentication A way of preventing unwanted logins to an advertiser's account. For each login attempt it provides temporary code sent to user's e-mail.
Upload field A dashboard element for uploading media files.
URL An internet link.
VAST-tag A file that contains information about the appearance of in-stream ad video.
Web-push notification This is a browser's rich content message that can be sent to users, after they opted in.
Viewer The one who sees an advertisement on a publisher's site.
Whitelist The opposite of blacklists. List of sites on which you allowed your ad.