General Advertising Glossary
A glossary of General Advertising Terms
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4A’S
American Association of Advertising Agencies, often abbreviated as 4A’s, seeks to promote and advance the advertising and marketing industry. 4A’s provides community, advocacy and training to its 700-plus member agencies.
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5G
5G is the fifth generation of wireless technology. It will be designed to bring increased speed, decreased delays and greater ability to connect multiple devices at once. Early 5G launches (2019 and 2020) are likely to rely on “milimeter wave” technology, clusters of networks with short reaches that deliver extremely high speeds.
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Activation
An activation is a marketing event or campaign that is designed to get consumers to interact with a brand and thus build loyalty.
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Ad Blocker
An ad blocker is software designed to filter or remove ads—pop-ups, for example—from online content. Users add such programs to their web browsers. Ad blockers work by recognizing ad server tags.
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Ad Exchange
An ad exchange is a marketplace for automated buying and selling of ad inventory. Advertisers can connect to ad exchanges via demand-side platforms, target audiences and bid on space. Publishers tend to utilize supply-side platforms.
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Ad Fraud
Ad fraud is deceptive representation of traffic, impressions and other aspects of advertising to generate revenue. It is often carried out by bots and costs brands and publishers billions of dollars each year.
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Ad Impression
An ad impression, also called an ad view, is the point at which an ad on a website appears on a user’s display. Counting impressions is critical in online advertising, so the point at which an ad becomes countable is essential. A website may have spaces for multiple ad impressions, and an impression is counted […]
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Ad Inventory
Ad inventory is the amount of space or the number of advertisements a publisher has availble to sell to advertisers.
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Ad Serving
Ad serving is technology that automates the requests and serving of ads to a website; many programs also track the ads’ performance. When a user arrives at a website, an ad server concludes what ads are suitable for the request (criteria might include time of day, size of ad slot, etc.), and the ad is […]
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Ad Targeting
Ad targeting is designing ads and their delivery to reach specific audiences through behaviors and locations, among other qualifiers. Advertisers often make use of data management platforms, or DMPs, for this purpose.
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Ad Tech
Ad tech, short for advertising technology, encompasses all technologies and services employed for targeting and delivering online advertisements.
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Addressable TV
Addressable TV is technology that allows advertisers to show different ads to different audiences within the same TV program. Audiences can be segmented by geography, demographics or other qualifiers.
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Agency Network
An agency network is a group of independently owned advertising agencies, which do not compete with each other but serve as allies to help in unfamiliar markets.
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Application Programming Interface (API)
An application programming interface, or API, is a set of commands that allows multiple applications to communicate with each other. For example, scheduling posts for a brand via social media management platforms utilizes APIs.
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Artificial Intelligence (AI)
Artificial intelligence, or AI, is performed by machines programmed to learn from experience and adjust to inputs, by recognizing patterns.
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Association of National Advertisers (ANA)
Association of National Advertisers, or ANA, is a trade association offering marketing and brand-building, and seeks to enhance career development and provide networking for its members.
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Augmented Reality (AR)
Augmented reality, or AR, combines computer-generated images with a user’s current environment. Whereas virtual reality (VR) provides a simulated environment for a user to interact with, AR provides additional elements to the user’s real world.
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Automation
Automation is using technology to program and monitor advertising decisions via data and patterns.
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Blockchain
Blockchain is technology that allows for a distributed and continually updated record of transactions. Blockchain has no single point of failure and cannot be controlled by any one entity. Bitcoin, for example, relies on blockchain.
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Bot
A bot, short for web robot, is commanded by code and performs automated tasks on the internet. Frequently, bots are used to carry out ad fraud by simulating human traffic to websites.
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Brand Awareness
Brand awareness is potential customers’ recognition of a brand and its products or services.