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
Impression
When a digital ad is shown on a user’s screen.
Media Buying
In-Banner Video
Video advertisement that loads and plays inside a space sized for and traditionally reserved for a standard banner unit.
Media Buying
Insert
A one-page or multi-page print advertisement that is distributed and inserted into a publication.
Media Buying
Insertion Order
Written authorization from the advertiser or agency to a publication. Orders specify cost per ad, size, publication dates as well as any request for special position.
Media Buying
Internet Radio
Audio streamed over a network rather than received as a signal from a particular physical location.
Media Buying
Interstitial
A type of digital advertisement that is displayed between two pages of content.
Media Buying
Island Position
A print advertisement surrounded entirely by editorial and not other ads.
Media Buying
Key
A code placed in an advertisement to facilitate tracking data.
Media Buying
Line Rate
The cost per agate line for newspapers. This is often seen in classified placements.
Media Buying
Local Display
A newspaper or broadcast station’s owned and operated website.
Media Buying
Magazine Supplement
A separately printed magazine section inserted into a newspaper. Supplements can be produced both locally and nationally.
Media Buying
Makegood
No charge rerun placement given to an advertiser when the original spot or ad did not run or ran incorrectly.
Media Buying
Media Buying
The purchase of media space for the placement of advertisements. This is often done by an agency or placement firm on behalf of the advertiser.
Media Buying
Mobile Delivery
Digital ads that are served while a user is engaging an app on their mobile device or visiting a website via an internet browser on their mobile device.
Media Buying
Native Advertising
Digital content from an advertiser that positions them as a subject matter expert and reads like an editorial piece.
Media Buying
Net Paid Circulation
A term used by AAM for the circulation of a publication to indicate the number of copies sold per issue both in subscription and newsstands.
Media Buying
Newspaper Syndicate
A company that sells special material such as features, photographs, comic strips, and cartoons to newspapers for print in their publications.
Media Buying
Open Rate
The highest advertising rate given to an advertiser before any discount can be earned; also called “one-time rate”.
Media Buying
Over The Top (OTT)
Video content that is delivered to a user via the internet rather than a traditional cable subscription.
Media Buying
Page Unit
An ad measurement system used in magazine advertisements and some tabloids. Designated measurements often include full page, half page, one-third page, one-sixth page, etc. These are also called modular units.
Media Buying
Page View
The total number of times a page on a website is visited during a set period of time.