Key Concepts
Last updated
Last updated
A website or community organized around a topic or interest. These websites or communities can choose to display advertising on their website or community in order to raise money.
Many free websites have advertising as a way to cover the hosting costs.
Ad units are containers where ads can show up. A publisher would define specific areas on their website or mobile app as an ad unit and different types of ads will showup within that container.
A typical ad unit is the banner ad at the top of a website.
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Advertising can be one of several types, such as graphic images, text, or a short video. The ad unit can define what ad types can be displayed within in.
Companies that want to buy advertising are advertisers. A company can be both a publisher and an advertiser.
Advertisers typically organize their advertising into campaigns, which runs for a specific time period. A campaign is typically related to a specific promotion, product, or marketing message.
Creatives are the combination of message and medium that the consumer is ultimately presented. Creatives are the "ad" itself. Most visual creatives are static or animated graphics. For short videos, the creative is a short video.
Performance advertising is typically purchased in one of the following ways
CPM: Cost per thousand impressions
CPC: Cost per Click
CPA: Cost per Action, where action can be something like a sign up or sale
Agencies are intermediaries that carry out the parts of the advertising campaign on behalf of the advertiser or publisher. They are the traditional market makers that help connect publishers and advertisers. They also work on campaign generation, creatives, and many other aspects of the advertising lifecycle.
