Internet Advertising Terminology: F–Z - dummies

Internet Advertising Terminology: F–Z

By Wendy Piersall, Heather B. Armstrong

There are hundreds of Internet advertising terms, most of which you as a mom blogger don’t really need to know. But the ones you do need to know are really important.

Frequency cap: The act of limiting the views of an ad to a certain number per visit or length of time. This could be anywhere from one hour to one month.

Geotargeting: The act of limiting the views of an ad to a certain geographical area.

House ads: The ads you run when you have no paying ads to run. House ads promote your own website or services.

Impression: A single instance of an ad appearing on a page.

Inventory: The number of ads you can run per day, week, or month. You can calculate this number by multiplying the number of ads you have on each page by the number of page views in a given time period.

IO (Insertion Order): Kind of like an invoice or purchase order that you provide to your advertisers before they run your ads. It typically includes the dates the ad will run, the banner sizes and placements, and your ad creative guidelines. There’s no specific format for an IO; this is something you can simply type up in a word processor and send to your advertising clients.

Landing page: The page that an ad is linked to and is viewed when a user clicks on an ad.

Rate card: Your price list of available ads on your blog. Generally bloggers charge by number of impressions or a flat monthly rate.

ROI (Return on Investment): The amount of money an advertiser earns compared to how much it spends on advertising. Generally, advertisers want to spend less than what they earn, but sometimes very large brands are unable to track direct sales from their ads.

ROS (Run of Site): Giving an advertiser the exclusive right to be the only advertiser on your blog, usually at a premium rate.

TAL (Traffic Assignment Letter): An agreement that’s required by members of some ad networks. The letter assigns your comScore traffic ranking to be part of a larger ad network, rather than ranking your site individually.

Text ad: An ad that’s purely text and no graphics.

Tracking link or referral link: A special URL that an ad is linked to so advertisers can track the results of their advertising purchases. Advertisers generally provide their own tracking links to publishers. But if you need to create one yourself, you can use a free service like Bitly to create tracking links.

Userinitiated: Playing audio or video only when a user clicks a clear Start or Play button. The alternative is an audio or video ad that starts automatically when the page appears, which is generally considered very intrusive.