HTML and CSS Reference
Table 1-2. ( continued )
Definition or Meaning
Cost per mille (thousand); referring to calculation of impressions served.
roadblock (or takeover)
Typically, when an advertiser buys an exclusive spot on a publisher's page, is the only
advertiser on a given day, and has complete control creatively.
Demand-side platform (or trading desk); it allows the purchase of media in real time via
A particular ad on a specific section within a publisher's page or ad network.
Cascading Style Sheets; they dictate the look and feel of a page or ad.
A tool that handles the functionality and logic of the page or ad.
Interactive Advertising Bureau; an organization dedicated to the growth of online
advertising and to development of standards for it.
Lowest common denominator; referring to development of an ad that will run well
across an entire media buy.
Call to action; having a clear call to action in your creative will ensure that your users
know how to interact.
The binary weight of the ad unit—40 KB, for example—that will be rendered on the
The central processing unit, which often spikes when a taxing creative, often involving
heavy graphics, animation, and code, is rendered to the page. These factors can slow a
user's machine down and hinder the overall user experience.
1x1 tracking pixels from third-party ad vendors to perform validation on metrics within
Content management systems, typically used by an ad-serving company to house
creative and create ad tags. Also used for inventory and aggregation of analytics.
The term used when publishers allow ad creative to work outside the designated ad
iframe on the page.
Click-through rate; it determines the rate at which clicks were measured for a particular
ad campaign divided by the number of impressions served.
Time spent interacting within the ad experience. This could be when a user has
expanded ad real estate, watched a video or plays a game.
User that perform a desired action. For example, clicking for more or clicking a button to
a landing page.
The file that is dropped in browser storage with information about a user's online
behavior. This information can then be accessed by other vendors.
Personal identifiable information; any information that specifies the identity of a user
viewing or interacting with an ad. Examples are name, address, SSID.
A process in place that allow users to disallow information sharing to advertisers.