Online Advertising Glossary | Adtech Terms & Definitions

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Ad Agency (aka "Creative Agency)

Ad agencies, also known as creative agencies, are companies that provide services related to creating, planning, and managing advertising campaigns. These agencies may also handle other forms of promotion and marketing for their clients.

Ad Blocking

Ad blocking refers to software and techniques which prevent displaying ads to users through their web browsers. Some of the most common ways to block ads are with the help of browser plugins, such as Ghostery and Adblock Plus, and with the use of "private" or "incognito" modes.

Ad Call (aka "Ad Request")

An ad call is a signal that is sent by an open ad slot or ad unit from a publisher's owned properties to an ad tech platform. Its purpose is to initiate the process that would eventually lead to an advertiser's ad creative being served to the website.

Ad Exchange

An ad exchange is a technology platform that facilitates the buying and selling of online advertising inventory from multiple ad networks. It operates through an automated auction-based system, where advertisers can bid on available ad impressions in real time.

Ad Group

In online advertising, an ad group refers to a collection of advertisements that share a common set of targeting criteria within a campaign. Ad groups are created based on various factors such as product types, target audiences, and specific targeting methods like demographics or remarketing lists.

Ad Network

An ad network acts as an intermediary between advertisers and publishers in the online advertising ecosystem. It aggregates a large amount of advertising inventory from various publishers' websites or apps and offers it to advertisers. Ad networks enable advertisers to reach a wider audience across multiple websites or apps without having to negotiate individual deals with each publisher.

Ad Serving

Ad serving refers to the process or technology involved in delivering online advertisements to the end users' computers or devices. It is typically handled by an ad server, which is responsible for selecting and delivering the appropriate ads based on targeting criteria. Ad serving allows different ads to be served to different audience groups, ensuring that the right ad is displayed to the right user at the right time. Ad serving also involves tracking and measuring ad impressions, clicks, and other relevant metrics for campaign optimization and analysis.

Ad Tag

An ad tag is a small piece of code that defines the ad space on a website where advertisements are displayed. It is placed within the website's HTML code and contains parameters that describe the advertising inventory available for campaigns to target.

Ad Tracking

Ad tracking refers to the methods used to monitor and record when ads are being viewed by visitors on a website. It involves tracking various metrics such as impressions, clicks, conversions, and other user interactions with the ads.

Advertiser

An advertiser is an individual or organization that manages online advertisements. They are typically responsible for creating, managing, and optimizing ad campaigns to promote their products, services, or brand. Advertisers may work directly with publishers or use ad networks and exchanges to reach their target audience and maximize the impact of their advertising efforts.

Attribution

Attribution refers to the measurement of the value of each user interaction that contributes to a conversion within an advertising campaign. It allows marketers to accurately attribute and assign credit to different marketing channels, touchpoints, or ads that influenced a desired action, such as a purchase or sign-up.