Important Media Glossary To Know For Learning Media Buying 101

Media Buyers have to collaborate with media planning to create the most successful campaign. But there are basic terms they should know about. Here is the media glossary that helps you in the media buying process.


Important Media Glossary To Know For Learning Media Buying 101




Ad Campaign 

An advertising campaign is a collection of advertisements with a single message. It could include a single link or multiple, banner ads, or native ads. They accomplish a certain business objective and increase conversions.


Ad Code 

It is a specific code by which website owners can check outgoing links. So, When it comes to paying commissions, a conversion code may help to track all the conversions. 


Ad Creative 

It is an ad unit based on a creative banner that generates ad click leads for your website. 


Ad Exchange

It is an online market where publishers and advertisers may trade digital ad content such as display, native, video, mobile, and in-app ads.


Ad Network 

It is a technological platform that acts as a mediator between a group of publishers and a group of advertisers.



Someone who offers products or services that are promoted through affiliate marketing is known as an advertiser. An advertiser’s primary goal is to increase sales and to do so, they must attract high-quality publishers.



Someone who is rewarded for each click, conversion, lead, or sale created by traffic directed to an offer provider or merchant via an affiliate network or program. Affiliates typically purchase traffic from ad networks or use visitors from their websites to monetize ads.


Affiliate Marketing 

A type of marketing in which affiliates usually advertisers buying traffic from ad networks are paid on a performance basis by affiliate networks.


Affiliate Program

It is an automated system that enables webmasters and media buyers to make money by driving visitors to the websites, offers, or products of merchant companies.


Alexa Rank

It’s a program that measures a website’s popularity and based its rating on the projected traffic to the site and the interaction it receives from users.



It is a systematic trading strategy that may be described as a collection of rules or a computing technique to produce data results.


Application Programming Interface (API) 

It is a system that provides an automated approach to obtaining data and communicating with another system through the use of various functions. In terms of ad networks, it can use to construct or update blacklists/whitelists for an ad campaign. Depending on the API’s adaptability, many functions are available to use.


Automated Rules

It is a set of guidelines used to automatically improve an advertising campaign using conversion tracking data got by the ad network.





It refers to a particular transaction that happens between two businesses.



The term “business-to-consumer” (B2C) refers to a transaction that happens between a company and a single client.


Banner Ad 

An internet marketing campaign using images. Media buyers use banner advertisements to purchase clicked visitors to the deals or goods for marketing.


Bid Management

Is part of the purchasing process that participates in the auction and makes bids for impressions.



A list of websites, IP addresses, and/or traffic sources that should be blocked moving forward from an advertising campaign.


Bounce Rate

The total number of visitor sessions is divided by the number of times a user left your website without interacting with it.


Browser Cookie 

A short data item is saved on a user’s computer by a web browser and sent from a certain website. Websites use cookies to remember user preferences, whether the user is signed in, and other similar activities.

Buy Sheet 

A media buyer’s form for keeping track of data linked to a media “buy.”




Call To Action (CTA)

A clickable button in an advertisement prompts the audience to do a certain action. “Click Here” or “Request A Quote” are two examples.



A marketing campaign is often designed to achieve a certain objective or to promote a specific product or service. Businesses seek to build campaigns that help them to achieve their major goals, such as increasing revenue, conversions, engagement, or traffic.



An outlet is used to distribute ads to an audience. Examples of distribution channels in marketing can range from radio to pay-per-click (PPC) advertising to social media advertising.



The CTR is calculated by dividing the number of times a person clicks on an ad or search result by the total number of people who viewed the ad or search result.



A specific action that an advertiser wants a user to perform after seeing an advertisement. When a user does such an action, marketers record it as a conversion for their website. Conversions might range from purchase to the creation of an account.


Conversion Rate

A website’s conversion rate is determined by dividing the total number of conversions by the total number of visitors.


Cost per Acquisition (CPA)

The price of obtaining just one customer. This metric is determined by dividing the total spend on a campaign by the number of customers gained.


Cost per Click (CPC)

Is a measurement that reveals the average cost per click that advertisers pay for each ad click. This metric may be calculated by dividing the total cost by the number of clicks.


Cost per Lead (CPL)

The number of qualified leads generated determines how much is paid for online advertising. It is calculated by dividing the total marketing spend by the total number of new leads.


Cost per Thousand (CPM)

Total cost of campaign / (Total number of impressions / 1000)  = CPM


Cost per View (CPV)

CPV = Cost of advertisement / Total number of views




Digital Advertising

It is a technique for marketing intended to use internet platforms to advertise businesses, products, and services.


Display Advertising

Text, picture, or video advertisements that businesses post on websites, apps, and social media. When a display ad is clicked, it directs people to the advertiser’s website.


Dynamic Ads

A particular kind of advertisement is customized for each viewer. Due to their viewer-specificity, these advertisements are employed to increase ad performance.





Is a marketing email sent to specific opt-in users in which the client controls the whole message and presents themselves as the sender.


Ecommerce Digital Advertising

A technique for promoting your website and items online is called ecommerce digital advertising. You may follow data through these channels and base judgments on it.



When evaluating different channels and purchases, the cost of an advertising campaign is compared to the size of the audience.


Email Marketing

This technique of advertising, also known as eMarketing or eShots, delivers your content to the receiver of a specific email address, arriving in their inbox. Through specialized eMarketing software, such as MailChimp, the advertisement message is programmed and transmitted.



Is a newsletter that contains both editorial information and adverts that are sent to users who have opted in from a news website built and maintained by the user.



Is a contract between a media source and a business. The media agrees to run no competitor advertising for a certain client. This is frequently given at a high cost.



An electronic tear sheet is a digital representation of a newspaper page that is used to show publishing.




First Refusal

It is the right of advertising to be given first choices on continuing to sponsor a program or position before one is made available to another advertiser.


Flat Rate

A print advertising charge that does not include a discount.



A method of arranging advertising purchases.



The number of times a person is exposed to an advertisement or campaign, or the number of times an advertisement is scheduled to be placed.





Displaying adverts to users depending on the location of their mobile device, postal code information submitted while enrolling a site/service, or GPS coordinates got by the site/service.



Means “gross rating point” and is a unit of measurement for the magnitude of an advertising campaign by a certain media or schedule. GRP is calculated by multiplying the number of Spots by the Rating.





The headline that is shown at the top of your landing page once a user clicks on your advertisement. What users may expect on the landing page is described in your header.





When a user views an advertisement, this is referred to as an impression. In reality, an impression happens each time a user launches an app or visits a website and notices advertising.


In-Banner Video

HTML5 video creatives that are activated within a typical display banner ad on a website are known as in-banner video advertisements.


Incentivized Traffic 

Incent traffic, or incentivized traffic, is traffic produced to a web or app page based on a compensation scheme. For clicking on a link, a user receives compensation, such as a discount. The purpose of incentive traffic is to attract a big number of consumers in a short ‌time.



It is printed advertising that is distributed and put into a publication on one page or more.


Insertion Order

An insertion order (IO) is a contract that joins a publisher and an advertiser. To support the ad proposal process, the agreement includes all the crucial information about the ad inventory. In essence, it ensures that the advertiser will be able to use the publisher’s ad inventory to run their advertising.


Interstitial Ads

It is a full-screen ad that Full-screen interstitial advertisements cover the host app’s UI. Typically, they appear at places in an app’s flow when there are natural breaks between tasks or when a game’s levels change.


Island Position

The premium position of an advertisement that is surrounded only by journalistic material is referred to as the “Island Position” in advertising.





It is all about producing the correct sort of marketing inventory at the right moment to target in-market customers while wasting as little as possible.





It is a code included in advertising that allows data tracking.



A key performance indicator (KPI) is a quantifiable statistic that reflects how well a company achieves business objectives. KPIs are used by organizations to assess their progress in achieving targets. High-level KPIs may focus on overall business performance, whereas low-level KPIs may focus on procedures across departments such as sales, marketing, HR, or support.



A keyword is a term used in digital marketing to define a word or a collection of words that an Internet user enters ‌a search engine or search bar to execute a search. Keywords are vital in an SEO plan and should be at the heart of any site material (present in the content, titles, and SEO elements).


Keyword Density 

It is a percentage that is used to show how frequently a certain keyword is used on a web page compared to the total amount of words on the page.


Keyword Research

To carefully use common search phrases that people enter into search engines like Google so that your content shows up higher on a search engine results page, you must conduct keyword research (SERP). The primary technique of search engine optimization (SEO) is keyword research.




Landing Page

A web page that a user can visit is a landing page. But in ‌marketing, it’s typically a unique page from your homepage or any other page that has been built for a specific focus. 



A person who openly displays interest in the products or services you provide. Leads are frequently people that fill out a form on your website and submit their contact information to you.


Link Building

The technique of creating one-way hyperlinks (sometimes known as “backlinks”) to a website to improve search engine visibility is known as link building. 




Media Buying

Media buying is a method that is used in paid marketing. The aim is to discover and gain ad space on channels relevant to the target audience at the best possible price and at the best possible time. Media buying is a procedure that applies to both traditional (television, radio, and print) and digital marketing platforms (websites, social media, streaming). When done correctly, media buyers get the most attention in their target demographic for the least amount of money.


Mobile Delivery

Digital advertising is displayed when a person is using an app on their mobile device or browsing the internet on their mobile device.


Mobile Advertising 

The phrase mobile advertising refers to any type of advertising that occurs on mobile devices such as smartphones and tablet devices. Companies advertise on these devices using SMS text ads or banner ads placed on a mobile website. They may also be found through downloaded apps, such as mobile games.



The process of converting existing visitors to a certain website into money is known as monetization. Pay per click (PPC) and cost per impression (CPI/CPM) advertising are two methods for monetizing a website. Or through increasing conversions.




Native Advertising

It is digital advertising that reads like editorial material and promotes the marketer as a subject ‌authority.


Niche Marketing 

The term “niche marketing” refers to the practice of focusing all marketing efforts on a single, well-defined segment. One thing that is crucial to realize is that a “niche” is not something that already exists; rather, it is formed via good marketing strategies and figuring out what the target market needs.





An offer is an open opportunity from a business to promote a particular good or service ‌for a fee. An advertiser offers an offer with a special link to the landing page that clients can purchase to promote a new product through marketing.



Any visual advertising media located outside the home is considered out-of-home advertising (OOH), also known as OOH media. Billboards, indoor and outdoor signs, advertisements on street furniture like bus shelters or benches, travel hubs like airports or railway stations, and location-based advertising media like what you could see at a stadium or the movies are examples of this. There are millions of screens and thousands of sites worldwide that use these different OOH media types.



Real-time bidding is made possible through the OpenRTB communication protocol. It was created to promote RTB marketplace growth by offering an open industry standard for communication and interoperability between buyers and sellers in the digital marketing business.



It refers to a person giving an agreement for a business to use information got from or about them for a specific purpose, such as marketing the business’s products and services.


Online advertising

It is the technique of advertising a company and its products or services through online advertisements. Search engines, social media networks, email newsletters, video streaming services, and other websites may display advertisements.


Organic Searches

Organic search refers to search engine results that are not affected by paid advertising. The relevancy of organic search results to the search query is determined. As a result, organic search results do not feature advertisements but may include search snippets such as maps, photos, articles, or the knowledge graph.




Paid Search

It is a practice of inserting advertisements directly on search engine result pages (SERPs). Paid search advertising can display at the top and bottom of the SERPs and attract new quality visitors to your website.



The payout is the amount of money earned for each conversion. Payout in affiliate networks mainly refers to how much you receive for each conversion produced by an offer.


Page View

It may also be described as the total number of times a website or webpage is seen‌. It differs from page visits in that one reader visiting your site can view many pages at once, whereas a single page visit can cause many page views.



It is the amount to which a market is covered by a media channel. Additionally, it can relate to how well a campaign influenced people or communities.


Performance-Based Marketing


It is “results-based” marketing. In this technique, Instead of paying monthly or annually for marketing services, you only pay when you get the desired outcomes.


It is a measuring method applied to the development of digital ads.



This phrase refers to the process of scheduling an advertisement to appear in a physical location or online.


Postback URL 

A conversion monitoring software can build a URL called a postback URL. The affiliate network sends context-specific information, such as the conversion type, value, and product name, when it calls the Postback URL.



In the pay-per-click (PPC) model of internet advertising, a publisher gets compensated by an advertiser each time a link is “clicked” on.


Pre-Roll Video

An advertisement that plays before the user’s chosen video is called a pre-roll ad.


Premium Network

Ads are presented based on audience goals rather than on a single website in the programmatic ad-buying market.



A publisher is someone who generates and owns a piece of material. Publishers can make money by selling their material, monetizing ad space, and taking money from their audience.





It is the dividing of an audience into five equal groups based on their level of exposure to any media. Each quintile represents 20% of the overall sample.



In ‌Real-Time Bidding, a request, such as a bid request, is delivered via a request URL to an XML feed (RTB).





A charge for the use of advertising media space or time.



The total number of people who have seen your ad or content is referred to as reach. If 100 people saw your ad, that shows ads reached 100 people.



The number of people who read an article or advertising.



It is a paid advertising approach that includes displaying your adverts to people who have previously visited your website after they have left and visited other websites.


Real-Time Bidding (RTB) 

It is a technique where a bid auction takes place on each ad impression or ad click rather than in bulk.



When all the website’s placements are “roadblocked” with the same advertiser-sponsored content, this is referred to as roadblock advertising. For a specific period, generally a day or the first-page impression of the day, roadblock advertising enables advertisers to control 100% of the speech.


Return on investment (ROI)

Return on investment is merely a comparison between the revenue generated by a digital marketing campaign and the expense of designing and implementing the campaign. The ideal ROI is as high as feasible. ROI is often calculated as (Net Profit/Total Cost)*100.





Finding innovative methods to expand your online audience without having to work harder is what scalability is all about. You can discover those novel strategies through experimentation.



It is a schedule for placements of all the commercials or other media that will be used in the campaign.


Search Engine 

It is software that indexes Internet material (such as web pages and photographs) and enables users to do keyword searches on the indexed items


Search Engine Optimization (SEO) 

SEO is a technique to increase your website visibility on SERP for your products or services.



It is a paid ad for that users have to pay the money to place the ads on the top.



It is a process of receiving audio or visual data in a constant flow through a network.


Static Ad

Static advertising is advertisements that feature static content that is assembled just once. These advertisements can take several forms, including photos, videos, and animations.



An offer type in which the end user can enter to win a reward of some kind in exchange for providing contact information (effectively generating a lead).





This is the action of creating and distributing advertising to a pre-determined audience based on factors such as geography, demographics, online surfing behavior, preferences, and so on.


Traffic Report

It is data delivered to the client at the end of a campaign proving the performance and outcomes of digital marketing.


Tracking Platform 

A third-party system for tracking different metrics regarding the traffic you buy as a media buyer. It saves time and money for our advertisers, especially if they employ Automated Rules.


Tracking URL 

An affiliate program or network typically provides the URL to an offer’s landing page, which uniquely identifies visitors to it as coming from a certain media buyer’s marketing efforts.




Unique Traffic 

The distinct percentage of online traffic purchased or sold by advertisers (media buyers) or publishers (website owners). In a time frame, a unique visitor is recognized by their IP address and user agent, as well as may be additional metrics. Normally, it takes 24 hours. Unique traffic is less than or equivalent to raw traffic.



Unique Tracking Identifier. Used as a parameter in several media planning and buying systems to maintain a consistent branding for campaign plans and other entities such as brands, goods, and markets. When merging disparate systems, a ‌media plan may be linked directly to the relevant plan using a UTI code.




Video Completion Rate (VCR)

The proportion of videos seems to finish (total number of videos watched at 100 percent divided by the total number of impressions served).



A specific area of specialization for a certain product, service, or offer, such as dating, auto insurance, finance, gaming, real estate, retail, solar, and so on. Vertical advertising focuses marketing techniques on certain sectors to achieve niche targeting and reach the intended demographic.



It is the act of evaluating, inspecting, or testing a product, service, or system to establish and record that it fulfills regulatory or technical requirements.




Website ads

These are advertisements that show at the top, bottom, or sides of web pages.


Web Traffic 

The number of visits to a website or advertisement campaign.



It is a list of websites, IP ranges, and/or traffic sources that should only be targeted ‌for an ad campaign.




XML Feed 

An XML feed may ‌hold information about an ad network’s inventory and be queried in ‌Realtime Bidding (RTB).





This is the ratio of clicks to impressions for an ad on a certain website. Also known as “ad click rate.”

Leave a Reply

Your email address will not be published. Required fields are marked *