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
Paid Circulation
The number of printed copies that are purchased by readers in a given time period.
Media Buying
Pass-Along Readership
Readers of a publication in addition to the initial buyer. Also called Secondary Audience.
Media Buying
Penetration
The degree to which a media has coverage in a market. It can also refer to the effectiveness of a campaign’s impact on individuals or households.
Media Buying
Per Column Inch (PCI) Rate
Cost per column inch for print display advertising, mostly used for newspaper pricing.
Media Buying
Pixel
A unit of measurement used in the creation of digital advertisements.
Media Buying
Position
The location of an advertisement on a page.
Media Buying
Pre-Roll Video
Video advertisements that play before video content on websites or mobile apps.
Media Buying
Premium Network
The programmatic ad-buying space where ads are served based on audience targets rather than on a specific website.
Media Buying
Premium Price
A special advertising rate, usually higher, for special positions or other considerations.
Media Buying
Preprint
Advertising inserts that are printed in advance of the regular press run and then combined with the final publication just prior to distribution.
Media Buying
Psychographic
Research data that describes consumers on the basis of psychological traits or lifestyle preferences.
Media Buying
Publisher’s Statement
A notarized statement from the publisher of total circulation, geographic distribution, method of getting subscriptions, etc. Statements are filed as needed by AAM.
Media Buying
Quintile
The division of an audience into five equal groups ranging from heaviest to lightest amount of exposure to any medium. Each quintile contains 20% of the total sample.
Media Buying
Rate
A charge for advertising media space or time.
Media Buying
Rate Card
A document that communicates the advertising costs, issue dates, program names, closing dates, requirements, cancellation dates for a given publication.
Media Buying
Reach
The total number of individuals or households reached by an advertising campaign at least once during the media buy. An alternate term for CUME Audience.
Media Buying
Readers Per Copy
The number of readers per copy of a newspaper or magazine.
Media Buying
Readership
The number of persons who read a publication or advertisement.
Media Buying
Regional Edition
A national publication’s geographic-specific section that provides circulation in a certain geographic area.
Media Buying
Roadblock
Digital advertisement involving every unit on a webpage, giving the client a 100% share of voice on the page.
Media Buying
ROP Color
Color printing that is done during the scheduled press run and is placed in the regular space of the publication.