Ad Terminology

An advertiser is a company who advertises on a publisher’s website.

An ad slot is the space used in scheduling an ad. The number of slots in a zone is exactly equal to the maximum number of ads permitted in that zone.

An ad space contains the details of an ad and the time that this ad will be displayed.

There are 4 different ad types permitted: text, banner, rich, and text in list. A text ad consists of a headline and description. A banner ad consists of an image. A rich ad consists of any HTML technology including Javascript, ActiveX, Flash, etc... Text in list is a single entry in a vertically arranged list of links.

A campaign is a collection of ad spaces.

A click is the process of a user clicking an ad.

One CPM is equivalent to 1000 impressions.

An impression is the process of displaying an ad to a user.

A page request is the process of the user viewing one particular webpage.

PayPal is an online payment system, owned by Ebay, that allows one to securely send and receive money.

Pricing schemes define the different ad purchases that can be made. Pricing schemes consist of a price and service, which is described by cost per click, CPM, or time.

A zone is a section of a website where ads are located.