Glossary
The definitions of acronyms and other industry specific jargon we use on NetworkReview.net
Account Manager: The primary business contact who work for Advertisers and Ad Networks. Usually the publishers point of contact with an agency or network.
ACH: (acronym) Automated Clearing House. A cheaper direct deposit method used between US based financial institutions. Not currently available for customers outside the US. More information available here
Ad Network: A company which provides ad tags to publishers to place on their website in exchange for a revenue stream
Affiliate Program: An Ad Network which allows publishers to post and traffic their own campaigns from a selection of CPA based advertisers. Publishers are often paid by sales commission from a users purchase.
Banner: A 468×60 pixel ad unit (rectangular). One of the most common ad sizes on the interweb. See ad units here
Conversion: A sale or signup of a user from an online ad campaign.
Cost Per Action: (CPA) Payment terms where the publisher is paid by a user initiated action, usually involving an ecommerce transaction. Risk is mostly on the publisher as they only get paid if the advertisement converts to a sale or signup. The publisher is usually paid for each sale or signup; which is also known as a conversion.
Cost Per Click: (CPC) Payment terms where the publisher is paid by the unique click on an ad. Most commonly used in search engine advertising.
Cost per Thousand: (CPM) Payment terms where the publisher is paid for impressions served; regardless of conversion. Risk is mostly on the advertiser as the payment is due regardless of yield of the ads shown.
eCPM: Effective Cost Per Thousand - the typical yield measurement to show how much revenue was generated per group of one thousand impressions shown. Expressed in currency amounts
Geotargeting: Geographic Targeting a campaign to a specific country/state/city/zip/area code.
Impression: The load of an ad tag on a users computer. Each tag will show an impression, which is different from a page load as there could be many tags on a specific page; each firing an impression
Insertion Order: A contract between an advertiser/network/publisher to show ads. Commonly abbreviated to I.O.
Interstitial: A transitional full page ad runs between pages which acts as a roadblock to the next page
IO: See Insertion Order
Large Rectangle: A 336×280 pixel ad unit (rectangular). See ad units here
Leaderboard: A 728×90 pixel ad unit (large rectangular) usually shown on the top of a webpage. See ad units here
Medium Rectangle: A 300×250 pixel ad unit (rectangular) usually shown in the body of a webpage. See ad units here
Paypal: A web payment method owned by eBay.com Noted for ease of use for international and small web publishers
Pop-under/Pop-up: A 720X300 ad unit. Usually opens in a new browser window. Can open either under or over the currently viewed page. (If you have never seen one click here)
Prime Inventory: The first or second impression a user sees when the site loads for that user for the first time that day. The ad with the statistical highest chance of being clicked or noticed
Publisher: A person or company who owns or controls a website or internet property where advertisements are shown for revenue
Remainent Inventory: Website impressions which are usually the lowest monetized due to either the user being previously shown several ads prior to this ad or the user is located outside the best targeted geography requested by the advertiser
Return On Investment: (ROI) The amount of funds generated after all costs (adserving; publisher/network percentages; fees etc.) incurred.
Revenue Share: A payment agreement where the publisher will get a specific percentage of the gross revenues of an ad placement. Percentage noted is the share due to the publisher. A 60% revenue share would mean that the publisher would receive 60% of the gross revenue earned by the ad placement on the site. Adserving costs and fees are not usually deducted from this amount
Skyscraper: A 120×600 pixel ad unit (tall and skinny) See ad units here
Tag: A small snippet of code when placed on an HTML page will show an advertisement
Traffic: (Noun) The volume of users who view a site during a specific duration of time
Traffic: (Verb) To install a tag on a website or change an existing campaign for a tag
Trafficker: The operations specialist of an ad network. Often the trafficker directly controls the ads shown or campaigns assigned to a publisher. Someone who has a high degree of impact in your eCPM. Treat with reverence.
W8: Certificate of Foreign Status of Beneficial Owner for United States Tax Withholding. An IRS form for publishers to opt out of the standard 30% withold of tax by the IRS. Only applicable if your country has a tax treaty with the US. More information here
W9: Request for Taxpayer Identification Number and Certification. IRS form used by payers as proof the payment sent is to a legitimate IRS taxable entity. More information here
Wide Skyscraper: A 160×600 pixel ad unit (tall and skinny) See ad units here
Wire: A bank to bank funds transfer directly deposited into the recipient account. Generally expensive, usually used for high value transfers for larger clients.
Yield: The amount of cash you made for the impression(s) you’ve shown
Yield Manager: The brand name of the Adserver for the Right Media Advertising Exchange. Now wholly owned by Yahoo!, Inc.