Jargon Buster

Full list of terms title

Ad inventory

The amount and types of ad space a publisher has available for an advertiser to buy. 

Ad optimisation

A means of improving campaign performance through automated and semi-automated means, usually through a systematic approach. Ad optimisation often focuses on cost (especially prices in automated bidding), targeting or creative, gleaning performance improvements through testing.  

Ad rotation

The ability to show multiple ads in a single location, varying the treatment displayed on each new page load and/or within a single page load. Ads are generally rotated to either avoid consumer wear-out or as a part of ad optimisation and testing. 

Ad server

Technology that serves, tracks and optimises online ads for brands across digital publishers. Ad serving companies can help make online advertising more streamlined for brands by serving as a single point of contact across a number of publishers.

 

Ad tracking

The method for recording campaign delivery metrics between adservers. Third party adserving tags or 1x1 tracking pixels are commonly used to track this data.

IAB UK logo

Supportive thought leadership on today’s biggest issues, the best of digital advertising and the future of the industry

Our members achieve more as part of our community through network information, education, stewardship and advocacy.

supportive