Online Advertising & Terminology Ad Network: An advertising network or ad network is a company that connects web sites that want to host

advertisements with advertisers who want to run advertisements Ad Product- A specific advertising opportunity on a website. Example: banners jump pages, pop-ups, splash pages and tickers. Ad server: The place where all of the ads are being stored. The ad server typically is responsible for selecting the appropriate ad to serve by frequency control and targeting. Ad Space: The space on a web page reserved to display advertising. Ad View: See Impression, ad view is nothing but impressions. Advertiser: Agency : Banner: An interactive online advertisement in the form of a graphic image that typically runs across the top or bottom of a web page, or is positioned in a margin or other space reserved for ads. Browser: An application used to access files from the Internet. Such browsers include Internet Explorer, Netscape Navigator, Opera etc. Business to Business (B2B): Businesses doing business with other businesses. The term is most commonly used in connection with e-commerce and advertising, when you are targeting businesses as opposed to consumers. Cache Busting: The process of blocking the caching of certain files to guarantee new delivery from the external server for each page view. Cache busting is necessary for the successful execution on online advertising. Campaign: A contracted agreement between an advertiser or advertising agency and either a publisher or a representative of a publisher. The campaign is specific to the creative to be published and the issue, or duration of the publication. Cookie: A cookie is a file used to record and store a variety of information on a user's computer. Cost per 1,000 Impressions (CPM): An advertising campaign pricing model based on an estimate of the number of impressions of a particular creative in a particular media at a particular time (TV) or issue (printed media). The vast majority of online banner advertising is priced using the CPM model. The "M" is the Roman numeral for 1,000. The cost is aggregated per thousand for convenience; Cost per Action or Acquisition (CPA): An advertising campaign pricing model based on paying for direct results. The direct correlation between the action taken and the payment

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The loading of a webpage by a browser. Cost per Click-through (CPC): An advertising campaign pricing model base on paying only for those ads that experience a click-through. Pay-per-Click: See Cost per Click. or if dynamic ad rotation is used. Ad inventory is determined by the number of ads on a page. Also called ad availability. Also called Cost per Transaction. Page view is used interchangeably with page impression. The display of a single creative to a consumer on a website. Flight Dates: The time period. Media: The forms of publication. Frequency capping is essential to the success of online advertising campaigns to maximize creative effectiveness. Traditional advertising media include newspapers. cellular devices and outdoor locations. Cost per Sale (CPS): A CPA pricing method that typically pays a transaction percentage for the acquisition of a customer that makes a purchase. Page View: The number of times users request a web page. . Geo Targeting: Serving of ads to a particular geographical area or population segment. the number of pages containing ad space and an estimate of future page views. © Theorem This document is maintained on electronic media. magazines.. over which an advertising campaign runs. Frequency: The rate a particular user is exposed to a particular creative or a particular campaign during a single session or period of time. Digital interactive advertising media started with the Internet. A single page view can have more than one impression if there is more than one advertising location on the page. radio and television. A single User Session may result in multiple page views and numerous Impressions. and associated start and end dates. billboards. Inventory: The ad space available for sale on a website. accessed at an indoor computer. such as a filled out form or an opt-in email address. The user is responsible for determining the current revision level before using it. Geo-Targetiing.. Advertisers can purchase keywords on search engines to guarantee that their website information is displayed prominently and/or display an associated creative. GIF= Graphic interchange format. Keyword: A word or phrase used to focus an online search and to target advertising.for the advertising that led to the action is desirable to advertisers. but is quickly spreading to television. Host: The individual or web site that displays online advertising Impression: Also called an ad or page impression. Cost per Lead (CPL): A CPA pricing method that typically pays a fixed fee for the acquisition of a customer lead.

Publisher. search engines to help a user locate their desired information. Using keywords. Rich media creative will become more useful as user bandwidth increases. Examples: Yahoo. Webmasters and other ad networks. The difficulty in determining ad campaign ROI is tied to the type of online campaign used. Rich media takes many different digital file forms. Lycos. Text Ad: Advertisement using text-based hyperlinks. other than standard frequency capping. web publisher. Ad campaign ROI is a metric that attempts to determine what the advertiser receives in return for the cost of the advertising.A program that acts as a catalog for the Internet. controlled distribution of advertising creative to publisher web sites.Pay-per-Impression: See CPM. Targeting: The process of delivering an advertiser's ad to the user through either content matching. including portal media planners. and Excite. Pop Up: An ad that displays in a new browser window Publisher: An individual or entity selling online advertising space. Alta Vista. Pay-per-Lead: See Cost per Lead.. Search Engine . Google. profiling. Surplus Inventory: web site ad space available for purchase. Run-of-Network campaigns provide Advertisers with the greatest reach at the lowest cost. Rich Media: A general term used to describe advances in online creative that take advantage of enhanced sensory features such as animation. Targeting has the potential to dramatically improve the advertiser's ROI. Run-of-Network (RON): A campaign buy that distributes creative to all or most of a network of publisher web sites with no targeting or other filtering applied. or filtering. Surplus inventory is often Remnant Space. Pixel: See Tracking Pixel. Overture. The serving of rich media creative can require more bandwidth and software modifications for older systems. audio and video. Return on Investment (ROI): The actual or perceived future value of an expense or investment. Tag: HTML fragment that enables a web site to serve an impression. The user is responsible for determining the current revision level before using it. © Theorem This document is maintained on electronic media. The control of the distribution of ad creative to only those web sites or those users that fit within the particular targeting parameters. Serving: The real-time.. . Pay-per-Sale: See Cost per Sale. Webmaster and host are synonymous with respect to online advertising. usually in terms of new sales.

. the total number of entities involved in a single interactive advertising event can be five or more. . the pricing program. single pixel GIF image (1X1) to be loaded which counts the action if a corresponding tracking cookie exists on the visitors computer. The number of regions you can define is unlimited. Web Page: The traditional presentation of information online. Tracking Pixel: The method used to track post-click actions. web sites are made up of web pages. Every file and page on the Web has a unique URL. or address. including the digital creative. Webmaster: The individual responsible for the management of a web site. © Theorem This document is maintained on electronic media. redirection and accounting of advertising events between publishers and advertisers. Unique Users: Users marked by either a Global User ID (GUID) or a cookie in the form of an ID that is attached to a user's browser. The user is responsible for determining the current revision level before using it. so you have the freedom to create as few or as many regions as you want. Most people like to create regions for all of the different web sites they advertise on so that they can easily see what web sites each zone they have is used on. accounting. or duration of the publication.This is the unique identifier. Online advertising campaigns are defined by a number of variables. The campaign is specific to the creative to be published and the issue.Third Party Auditing: The use of an independent serving authority to provide the definitive accounting of the execution of an ad campaign. Tracking provides the frequency control. Uniform Resource Locator (URL): an HTTP address used by the World Wide Web to specify a certain site. of a web page on the Internet. This causes a clear. A small piece of HTML code is placed in the advertiser's action page. rather than those of either the advertiser or publisher. Third Party Serving: The task of managing the frequency capping. What are Regions? Regions are very useful for organizing your zones. Under Delivery: Delivery of less impressions. Tracking: The collection and automated analysis of data associated with the serving of digital creative. or conversions than contracted for a specified period of time. Unique users do not include repeat users during a specified session. You can even use regions to create a region for different categories or sections of your web site. thus involving a total of four parties. Third party auditing is sometimes performed by a separate enterprise than third party serving. What are Campaigns? A contracted agreement between an advertiser or advertising agency and either a publisher or a representative of a publisher. visitors. It usually begins with "http://". the publishers to be used and any user targeting applied. The campaign contract is usually written so that the auditor's numbers are final. If third party remnant space or affiliates are involved. the duration or flight dates. stats data and antifraud components of a campaign..

Actions: Get the "Advertiser ID (ADVERTSR. . Retargeting pixel: A Retargeting pixel is like a conversion pixel in that it needs to be implemented on the website of the advertiser but. Tracking acquisitions. so you have the freedom to create as few or as many zones as you want. to keep track of the number of such users.. The ADVID will be on the confirmation page.What are Zones? A Zone is a name for a collection of ads that you want to rotate together. called "Channel: RON (1st level only)". Conversion pixel: When a user/customer is converted to an authenticated customer through any means. we need to set the Accipiter to track the count of those user/customer having converted up to 30 days after they have clicked through the banner (post-click) or just seen the banner (post-impression). once the customer hits the 'confirmation page'. unlike the conversion pixel which is implemented on the confirmation page. In order to be able to count this number of conversions. sign ups and purchases. In retargeting. © Theorem This document is maintained on electronic media. So. then it means that they have 'converted'. display ads follow a user around the Internet until they click on the advertisement and come back to the site intended. ContextWeb?'s top-level areas are aggregated into one custom target. we place a pixel on the confirmation page of the website of our advertisers so that we can keep track. say sign up process for a credit card. the retargeting pixel is implemented on the landing page. The number of zones you can define is unlimited. we associate a pixel called “Conversion pixel”. It will also be used to help us pseudo-behavioral targeting. The idea is to offer marketers additional chances to convert a user into a customer. but may not have signed up the first time. If the advertiser does exist and has a campaign. Context Profile: This is a product line item that will always target all first-level categories that exist on our network. Background: This pixel will be placed on an advertiser's landing page for the purpose of post ad click tracking. you will have to create the advertiser. Technically.ADVID)". If the advertiser does not exist in the AdManager.. The technique can be particularly effective in pursuing consumers as they research a potential purchase. once the pixel is placed on the website. So. The user is responsible for determining the current revision level before using it. which means that they have converted from being a prospective customer to being an actual customer. This allows us to cookie and later target users who have been to the advertisers site. Retargeting: Retargeting is an online marketing technique in which pertinent advertising is delivered to users after they leave a site. you can find the ADVID by viewing the history of that campaign and searching the page for ADVID.

. that delivers and tracks advertisements independent of the web site where the ad is being displayed. Larger ad networks aggregate sites into general categories so that they can offer advertisers targeted buys. ADU Audience Deficiency Unit Advertise To communicate information through print and digital media about a company's product or service. Ad Space The space on a web page reserved for the displaying of advertisements. Advertisers take into consideration the amount of revenue potential from a potential customer over a life time in order to determine the maximum acquisition cost Ad Flight The duration of time for which an advertising campaign is live Ad Network An advertising company that usually serves as a broker between web site publishers and advertisers. The most desirable ad space is above the fold.. The majority of banner advertisements on the Internet are sold and served by ad networks. The information is usually targeted to those the company believes have the most interest in the product or service.Creative loop for US targeting: US specification is 3 loops with a maximum animation time of 30 seconds Above The Fold Any area of a web page that is viewable without the viewer having to use the vertical scroll bar. Ad space in this area is usually more expensive since it is more likely to be viewed by the visitor Acquisition Cost The cost to an advertiser to gain a new customer. Affiliate Marketing © Theorem This document is maintained on electronic media. normally operated by a third party. The user is responsible for determining the current revision level before using it. Typically at the top or bottom of a page or if a small advertisement in the right or left column.. Use of an ad server helps establish trust between an advertiser and publisher since the statistics are maintained by a objective third party. Ad Server A computer.

by first getting the consumer's attention. The user is responsible for determining the current revision level before using it.. etc AJAX Ajax is the acronym for Asynchronous JavaScript and XML Alt Text Short for alternative text (Alt Text). Campaign © Theorem This document is maintained on electronic media. Affinity Marketing Any marketing effort including email promotions. desire. B2B Business to business (B2B) is a business model by which a business's main customers are other businesses. buying and tracking an advertisement on behalf of their client." Agency An advertising company that represents other companies by providing advertising related services such as planning. For example a book store might send an email advertisement to all customer who had previously bought mystery books with a headline of "New mystery books released this week.. and action (AIDA). Applet A program written in Sun's Java programming language which allows viewing of simple animation on web pages. Common B2C web sites include online stores selling books. then their interest. supplies & equipment B2C Business to consumer (B2C) is a business model in which a business's main customers are consumers.A type of advertising system based on the CPA payment method whereby web sites run advertiser's banners for free but get paid on any sales or registrations that result from visitors that click on the banner. Common B2B web sites include online marketplaces where companies can buy raw materials. music & videos. . banners or offline media aimed at consumers on the basis of established buying patterns. Often used by advertisers to reinforce a message or call someone to action such as: "Click Here". Alt text is HTML code that allows an HTML coder to add text to a graphic that is visible to those that have images disabled or those that hover their mouse over a banner advertisement. This is a historical model of how advertising works. AIDA Stands for attention. interest. creating.

Calculated by dividing the number of clicks by the number of impressions.. Click stream The path a visitor takes while navigating from site to site or from page to page within a web site. Defaults © Theorem This document is maintained on electronic media. act or practice that is likely to mislead consumers acting reasonably under the circumstances. buying and tracking an advertising project from start to finish Click Rate The percentage of impressions that resulted in a click through.. Click Through The action of clicking on a banner and having ones browser automatically redirected to the web page a banner is hyperlinked to. . The user is responsible for determining the current revision level before using it. Deceptive A deceptive advertisement is one which contains a representation. This is also commonly know as a banners click through rate.The process of planning. CM&S Content Management & Strategy (CM&S) is a term often used in web banner advertising.3%. For example if a banner was click on 13 times after being displayed 1000 times. the banner would have a click rate of ( 13 ÷ 1000 = . Useful to publishers to see what path people are taking before leaving their site. omission. generates interest and desire and prompts action CPTM The cost per targeted thousand impressions (CMPT) is the same as CPM but used when referring exclusively to a targeted campaign. In order to fall under regulation. the claim must be material. creating.013 ) 1. which means that an advertisement is shown on a web site that is "in context" to a company's specific product or service Copy Writing The process of writing text for an advertisement that gets readers attention. Contextual Advertising Contextual Advertising is also known as content-targeted advertising.

Usually a PSA type of advertisement unless the ad network permits publishers to specify their own default advertisement. The user is responsible for determining the current revision level before using it.. Without it web sites could not be found when typed into a browser.Term used by ad networks to describe a type of banner that is served to a site when no paying banner is available. telephone and email DNS A domain name server (DNS) is a computer on the Internet that helps to translate domain names into IP addresses. Direct Marketing The process by which an advertiser sends their advertising message directly to their customers or potential customers. . © Theorem This document is maintained on electronic media. Two popular forms of this are direct marketing by telephone and mail Direct Response A type of advertisement that allows recipients to respond directly to the sender to order a product/service or get more information.. Common methods of response include mail.

House Ads A type of banner advertisement that a web site publisher runs in an ad space when no paying advertisement is available to fill the space. This can be accomplished through the use of cookies.. Inventory The number of ad spaces available for sale on a web site during a certain time frame. The Internet originated from what used to be known as the ARPANet created in the 1960s and 1970s. © Theorem This document is maintained on electronic media. . the number of pages with advertisements and the number of page views during a specific time frame. products or features. The user is responsible for determining the current revision level before using it. The terms of the agreement may also be specified on the insertion order or they may be placed in a separate document but are almost always referred to the insertion order if not present Internet From the term internetworking. Impressions The number of times a banner ad was requested and presumably seen by users. Frequency A term used to describe the number of times the same advertisement is shown to the same visitor during a particular session or time frame. Typically filled with an advertisement promoting one of the web sites services.. Calculated by dividing the total earnings from visitors by the number of visitors. Calculated by dividing the total earnings from click thorough by the number of clicks. Some rich media advertisements require users to have this plug-in. EPV Abbreviation for earnings per visitor. Insertion Order An online or printed document that specifies the details of an advertising campaign. the Internet is made up of multiple interconnected networks connected using the TCP/IP protocol.EPC Abbreviation for earnings per click. Determined buy taking into consideration the number of advertisements on a page. Flash A Software plug-in that enables browsers to play multimedia animations.

instant messaging. The idea behind it is to attract and retain a large audience and offer the various sections of the portal to advertisers. The user is responsible for determining the current revision level before using it.IRC Internet Relay Chat (IRC) is a part of the Internet that enables people to chat in real time with others on channels of interest to them Keyword A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results. shopping malls & more. Many web sites offer advertising based on keyword targeting so an advertisers banner will only show when a specific keyword(s) are entered Keyword Density The measurement of how frequently any given keyword appears within a web page. ROC © Theorem This document is maintained on electronic media. Normally 3-5 times Pay Per Impression = CPM Pay Per Sale = CPS. Too high a density can result in a web page being classified as spam while too low a density will cause a page to not be indexed as well for the given keyword. bill payment.. Yahoo is an example of a portal RFP A request for proposal (RFP) is a term that may be used by an advertiser that is requesting some type of advertising arrangement with a web site. Portal A web site that offers so many resources that a visitor has little reason to go to another site for more information. Max Loop Size The maximum number of times an animated graphic may repeat its loop. a pixel is a measurement representing a single point in a graphic. games. .. email. CPA. RFQ A request for quotation (RFQ) is a term that may be used by an advertiser that is requesting a price for placing advertisements on a publisher’s web site. The resources may include a directory of links. CPT Pixel Short for picture element (Pixel).

. More targeted than a run of site (ROS) campaign where the banner would appear randomly on any page of the site RSS Really Simple Syndication (RSS) is a lightweight XML format designed for sharing headlines and other web content. SEM Search engine marketing (SEM) is the practice of promoting a web site through a search engine. © Theorem This document is maintained on electronic media. 172. profiling. Optimization Technique Optimization techniques are used to Meet and exceed established goals for all CPA.. CPM and CPC campaigns. Targeting has the potential to dramatically improve the advertiser's ROI The process of specifying criteria so that an appropriate ad is served to a user.       Changing frequency capping Changing campaign priority/weight Changing creative assets Add/remove sites or sub section Add/Remove Targeting Auto Optimization TARGETTING:      The process of delivering an advertiser's ad to the user through either content matching. SEO Search engine optimization (SEO) is the practice of promoting a web site through a search engine's organic listings. Improve response by delivering messages to consumers who are most likely to respond. Under delivery and over delivery reports will used along with other guidelines. The user is responsible for determining the current revision level before using it.Run of category (ROC) means a banner will appear anywhere within a category on a web site or ad network. or filtering. The control of the distribution of ad creative to only those web sites or those users that fit within the particular targeting parameters. we can suggest the optimization required to meet the goal. .

Domain Targeting 12. Discrepancies may also result from: • Different definitions: Publishers count the ad request and advertisers count the ad displayed. Computer system targeting 4. Network connection and server reliability: An ad server may fail briefly. Boomerang – Re Targeting 9. Internet-related targeting 3. Latency: Any lag in the connection between the ad request and the displaying of the ad can create differences in counts. Timing differences: Ad servers may operate on different time intervals or geographic time zones. the user may navigate away before seeing the advertisement or the advertiser's landing page. which results in different counts. • Large creative’s: Large creative’s can have long load times and introduce differences in impression counts. and then the third party will count the impression after the ad is returned. Demographic Targeting 10. which results in temporal differences.. Behavioral Targeting Discrepancies: When an ad server serves ads that are hosted by a third party.. . The user is responsible for determining the current revision level before using it. the publisher's ad server will count the impression initially.Types of Targetting: 1. Geographic targeting 2. Time and day targeting 5. Audience Segmentation 8. small reporting discrepancies between the two systems may occur. • • • © Theorem This document is maintained on electronic media. or encounter an issue while logging a request. Bandwidth Targeting 11. Key-value and keyword targeting 7. not receive a connection. Contextual/content targeting 6. For example.

• • • • Vendors Here are some of vendors offering enterprise solutions to get started in the search for the right Third Party Ad Server.com :www. but the ad is prevented from being displayed by an ad blocker.eyeblaster. some servers may be more or less aggressive in their filtering. . text-based hyperlinks are known as Text Ads. impressions from robots and spiders. Caching: A creative may be cached in the browser or on a proxy server. text ads they do not include graphic images.com Text ads Advertisements displayed as simple. Trafficking errors: An ad tag may be implemented incorrectly so that one ad server is able to see the impressions and clicks while another server doesn't (or only receives a subset of the statistics).mediaplex. Spam filtering: Ad servers may filter out spam impressions and clicks. or a publisher’s own ad servers. Atlas Solutions : www. As their name suggests.com : www..atlassolutions.com BlueStreak Eyeblaster Mediaplex : www.. These filtering technologies are implemented in different ways. Text ads are sold on nonsearch websites and can be served either by individual websites. which results in impression count differences. no ad request is seen by the advertiser server.bluestreak. which results in spam and click count differences.• Ad blockers: Publishers issue an ad request. and other activities. back-to-back clicks. which may cause different impression counts. Frequency capping: An advertiser's frequency cap could prevent an ad request from being filled. The user is responsible for determining the current revision level before using it. © Theorem This document is maintained on electronic media.

Display ads use eye-catching visuals to quickly grab catch the attention of website visitors browsing the pages on which they are featured. Currently video ads can either be content created entirely by the advertiser. For example. The user is responsible for determining the current revision level before using it. video ads have become a viable means of distributing rich advertising content. Because interstitial ads load in the background and do not interrupt the users immediate browsing experience. MSN. an interstitial ad may appear after you click on a link in an excerpt to view the full content of news story. Ads may be animated display ads in more traditional shapes and sizes. Flash / DHTML Ads These kinds of ads incorporate Flash animation or other motion graphics. Major search properties like Google (through YouTube). skyscrapers. Display ads are sold on non-search websites and can be served either by individual websites. as of late. © Theorem This document is maintained on electronic media. Yahoo. and AOL all offer advertising on their video websites. or. Video Ads With the popularity of online video watching.Display Ads Graphical advertisements featured on websites are known as Display Ads. Interstitial Ads Interstitial ads appear between web pages that the user requests.) The use of Flash and DHTML ads has risen in recent years in an effort to counter the increased usage of pop-up blockers. Pop-Up Ads Advertisements that appear to “pop up” in a new window as users browse a website are known as Pop-Up Ads. or “in video” ads that will show your ad within a video.. they are a preferred method of delivering ads with rich media. and/or large graphics. floating ads and slide-in ads ads are all considered popup ads. depending on whether they are displayed over or underneath the current web content being browsed. streaming video. large boxes. (Sometimes these ads are also known as Pop-Under Ads. . leader boards. they can be sophisticated ads that function similarly to pop-up ads but with much deeper integration into the overall design of the site. including: banners. and other sized graphical ads. Display ads are often available in many standard shapes and sizes. Hover ads. or a publisher’s own ad servers..

and the DoubleClick Ad Exchange.Email Ads (Classified Ads & Newsletter Advertising) Ads that are distributed by a publisher through email blasts to opt-in audiences are known as email ads. A few examples are – sports.. bid on digital advertising inventory that content owners make available in the auction via a technology platform. Some ad exchanges offer real-time bidding as a option.. Advertorials Advertisements in editorial form that appear to contain objectively-written opinions are known as paid editorial ads. They then manually classify these sub-sections of the site in a pre-defined list of channels. . Examples of such services include Right Media. Once this setup is complete. media ad agencies and ad networks. AdECN. fitness. The buyers of the media: advertisers. blogs. the ad network © Theorem This document is maintained on electronic media. arts. How Ad network works? Most of the ad networks manage their advertiser and publishers using one or more ad servers. and write your advertorial and place it on their ad network. Advertisers can individually sponsor a publisher’s email newsletter or they can purchase classified ad space. The user is responsible for determining the current revision level before using it. Generally there are about a few dozen channels. On-Site Sponsorships On-Site sponsorships are ads (typically just a company’s logo) that can be bought on individual websites. They setup each publisher site and sub-sections within that site in the ad server. or “Advertorials”. Some ad networks will develop. entertainment etc. finance. Ad Exchanges Ad Exchanges are service providers that bring together buyers and sellers of online advertising for the purpose of creating a marketplace that works as an auction of media. Sponsorship ads typically appear in an area on the website reserved for sponsors and often noted as such. Online advertorials are typically featured on publisher’s websites and promote products and services related to the website’s content. health. optimize.

The ad server checks to see if there is an eligible campaign for these impressions. the publisher tags loads and makes a request to the ad server. While many ad networks offer several of these products. For those advertisers that are looking to promote their product or service and for those web site publishers looking to monetize their web site's traffic. As soon as the publisher tags are deployed on the website they are ready to do business. the ad networks get creative’s (banner. A campaign is then created by assigning a set of creatives to it and targeting it to a set of sites. If there is none. These might include things like – day part targeting.. If more than one campaign qualifies for the impression some ad servers can perform an auction to get the best price for that impression. Other targeting parameters might also be set depending on the advertiser insertion order (IO). then a default ad is shown. If there is one then the ad from that campaign is displayed and recorded. Once the targeting is setup the network is ready to roll. As soon as the publishers start receiving traffic from their users. they include: CPA. text or flash ads) from the advertisers to run the campaign. These creative’s are uploaded in the corresponding advertiser space on the ad server. . there are a few that specialize in one specific type of advertising. There are three main types of products that ad networks offer. On the advertiser front.exports out the publisher tags for the publishers to deploy on their web pages.. CPC and CPM. frequency capping per user etc. Each section of the website might get a different publisher tag. one of the best resources available are ad networks. sub-sections within a site or channels within a site. © Theorem This document is maintained on electronic media. geo targeting. The user is responsible for determining the current revision level before using it.

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