What does all the online advertising jargon really mean?

Online advertising is full of complicated jargon that sometimes needs a little explanation. Here is our guide to help those in need.

Types of ads

MRec / MedRec – Short for Medium Rectangle and also known as Tile or Island is 300 pixels wide by 250 pixels high.

Ranking – Also known as Banner and Billboard, it measures 728 pixels wide by 90 pixels high.

Wide Skyscraper – Also known as the Simple Skyscraper, it measures 160 pixels wide by 600 pixels high.

Half page – Also known as a super tile or super rectangle, it measures 300 pixels wide by 600 pixels high.

Interstitial unit – Also known as the Large Overlay Tile or Big Tile, it measures 480 pixels wide by 480 pixels high.

Retargeting – When a website sets a cookie in your browser after you visit their site and the advertiser continues to target you on other websites with the same advertisement.

Sponsored Stories – Also known as native advertising, infomercials or promoted posts. A type of ad that combines native content with an ad.

Banner – Clients often use the word banner to describe skyscraper tiles, leaderboards or ad sizes.

eBook / eMagazine – An electronic version of a printed book or magazine that can be read on a specially designed computer or handheld device.

eDM – An email blast is when an advertiser sends customers and potential customers an email advertising their product.

Campaign Types

Lease – A weekly basis for selling a slot normally sold as 50% or 100% share of voice.

CPM – Cost per thousand page impressions is an online advertising pricing model and the most common way to pay for display advertising. This is where the advertiser pays for one/per thousand page impressions of their ad.

CPC- Cost per click is where the advertiser pays the publisher for each click on their ad.

PCA- Cost per action is where the advertiser pays for a specific action – whether it’s a click or a signup form or some other result. Since it depends on the advertiser’s processes and creative materials, it normally costs more than CPM and CPC.

Measurement terms

SOV- Represents the share of voice. Percentage of impressions the advertiser gets from content.

PI- Page impressions. Formerly known as tours, eyeballs or views

CTR- Click-through rate. A percentage and measured by the total number of clicks divided by the total number of impressions.

KING – Return on investment. A metric to assess the benefit of the investment for the investor.

The opening rate – A measure of the number of people who opened an eDM/email calculated as a percentage of the total number of emails sent.

Optimized / A&B testing / Split testing – Test at least two variations of items like an email or a creative to find the best performing variation.

UB / Unique Browsers – The number of unique browsers that visited during a specific time period. Thus, if a visitor visits twice, it is only counted as one.

Advertising inventory – These are ad page impressions that the advertiser can book.

IT marketing terms

Coop / Cooperative Marketing Fund – Marketing funds which must sometimes be topped up by the distributor.

MDF / Marketing Development Fund – Offered by Suppliers and Manufacturers to Channel Partners to assist with local marketing and sales of their products.

Target market

IS / System integrators / Integrators – Companies that integrate many components into a solution, so that different parts of the solution work together.

SME – A small and medium-sized business is a business that has 199 or fewer employees in Australia and 19 or fewer employees in New Zealand.

SME – Small and Medium Business is an American term for companies with less than 100 employees for a small business or less than 200 employees for a medium business.

Web Design Terms

Adblockers – Software that website users may install that blocks or filters the display of advertisements.

The fold – The line at the bottom of the screen if you don’t scroll down.

Responsive Website – A type of web design that rearranges the web design on a page for different screen sizes, allowing different elements to be displayed. Ranking ads display when viewed on a MacBook, but not on an iPhone screen.


CONTAIN – Digital Account Manager is Techday’s sales and customer support phone representative.

Agency Dealing Desk/ATD An independent unit or platform that purchases large amounts of advertising inventory for resale to advertising clients.

Ad server – The software platform that enables publishers, ad networks and advertisers to serve advertisements on websites, collecting information about impressions and clicks. Google DoubleClick is the biggest.

Proof of Delivery / POE / Proof of Execution – Screenshots including date and ad to prove we ran the ad

Real estate ads – Internal publisher announcements.

Material / Advertising – The creative material and content of an advertisement. For Techday display advertising, these are images, Flash files and destination URLs.

Insertion order/OI – A simple purchase order, sometimes with contract terms, signed by a company (such as an online advertiser). The insertion order confirms the details of an advertising campaign, for example. It is similar to an invoice, except that it is not a request for payment.

Call Techday’s Digital Account Managers team for a no-obligation quote for editorial integration and/or advertising. Our team is well trained to get the best return on your marketing investment.

With many technology news websites within our Techday Networkwe have a perfectly targeted site for your next campaign.

If you have any additional questions, we’d be happy to help, reach out to your digital account manager or contact us here.