Media Buying Glossary
Media buying is the process of purchasing ad space and time on digital and offline platforms, such as websites, YouTube, radio, and TV. A media buyer is also responsible for negotiating with publishers for ad inventory, managing budgets, and optimizing ads to improve campaign performance.
Media Buying
Efficiency
The ratio of cost of an advertising campaign to the size of the audience used to compare various mediums and buys.
Media Buying
Enewsletter
An email sent to opt-in users from an owned and operated news site with advertisements in conjunction with editorial content.
Media Buying
Exclusivity
An agreement between a media and an advertiser. The media agrees to run no advertising by competitors for a given client. This is often granted at a premium price.
Media Buying
First Refusal
The right of an advertiser to have the first choice in continuing sponsorship of a program or position before it is offered to another advertiser.
Media Buying
Fixed Position
An advertising placement that remains fixed over time (front cover of a section).
Media Buying
Flat Rate
A print advertising rate that does not offer a discount.
Media Buying
Flighting
A scheduling technique for advertising buys.
Media Buying
Fractional Page
Print advertising space that is less than a full-page.
Media Buying
Free Circulation
A publication sent to customers without their need to pay for it.
Media Buying
Frequency
The number of times that an individual is exposed to an advertisement or campaign or the number of times an ad is scheduled for placement.
Media Buying
Frequency Cap
A limit to the number of times an individual user will be shown a particular digital advertisement within a given time frame.
Media Buying
Frequency Discount
A discounted advertising rate that is given by media to advertisers for placing multiple ad placements within a given time frame.
Media Buying
Geo-Fence
A digital border that is drawn around a specific address or set of addresses used to target users with digital ads when they are present at that specific location.
Media Buying
Geo-Target
The geographical area being targeted by a digital campaign.
Media Buying
Gross Billing
Cost of an advertising buy that includes the advertising agency commission.
Media Buying
Gross Impressions
The total impressions for a series of ads or an ad campaign among a given audience.
Media Buying
Gross Rating Points (GRP’s)
A measure of how much advertising exposure is going to a given audience in a media plan.
Media Buying
Gutter
The blank space between margins of facing pages of a publication or the blank space between columns of text.
Media Buying
Heavy-Up
To increase the frequency in an advertising campaign for a limited period of time.
Media Buying
Hiatus
A planned period of inactivity between advertising schedules.
Media Buying
Homepage Takeover
Digital advertisement involving every unit on the homepage of a website, giving the client a 100% share of voice on the page.