Media Buying Glossary
Media Buying
Sponsorship
Payment for marketing vehicles in exchange for advertisements in the piece.
Media Buying
Spot Color
A single extra color ink added to a page; also called flat color.
Uncategorized
SSL
SSL is an abbreviation for Secure Sockets Layer, which is a secure way to connect and authenticate communication between your website server and a site visitor’s computer. Having SSL is also what adds the “s” to https in your site URL. Currently, most modern browsers (like Chrome and Firefox) require all websites to have valid […]
Digital Media & Advertising
Static ad
Static ads are ads that contain permanent content that’s only assembled once. These ads can appear in multiple formats, including images, videos, and animations.
Media Buying
Streaming
The method of receiving audio or video data in a continuous flow across a network.
General Advertising
Streaming Audio
Streaming audio is delivered via a constant flow over a network, providing only the segment heard immediately, rather than a downloaded file.
General Advertising
Streaming Video
Streaming video is delivered via a constant flow over a network, providing only the segment seen immediately, rather than a downloaded file.
General Advertising
Subscription Model
In a subscription model, customers pay recurring fees in exchange for ongoing access to products or services, including streaming content and publications.
Media Buying
Supplement
A newspaper section in magazine format inserted prior to distribution.
Media Platforms & Technology
Supply Path Optimization (SPO)
A technique in which certain ad exchanges are suppressed in order for ad inventory to be placed at the lowest and most effective cost.
Media Platforms & Technology
Supply Side Platform (SSP)
A technology platform that helps publishers manage their advertising inventory while maximizing potential revenue. SSPs allow publishers to manage their inventory in real time, prioritizing their own direct buys first (which net them more money), and then uploading their unsold inventory to the ad exchanges. SSP reporting capabilities also provide insight into what inventory is […]
General Advertising
Supply-Side Platform (SSP)
A supply-side platform is software often used by online publishers to automate selling advertising by connecting to multiple ad exchanges.
Media Buying
Tabloid
A newspaper format that’s roughly half the size of a broadsheet newspaper. Approximate size of a standard newspaper folded in half (slang “tab”).
Media Platforms & Technology
Tag
A piece of code inserted within a webpage that triggers an http(s) request to an ad server, providing information such as the cookie, page URL, screen resolution, and browser information, and allows for an ad to load. Asynchronous tags load in the background, allowing the client’s page to load independent of the tag’s server calls, […]
General Advertising
Tagline
A tagline is a brief, memorable catchphrase or slogan used in advertising that reinforces a brand’s message.
Media Buying
Tearsheet
A publication page with an advertiser’s message, sent to the advertiser as proof of accurate placement.
Media Buying
Teaser
An interest-building advertisement that precedes the kick-off of an advertising campaign.
Media Platforms & Technology
Test / Exposed Group
Within display incrementality testing, the audience receiving the branded ad.
General Advertising
The Effies
The Effies, short for The Effie Awards, honor effective marketing communications. The awards are given yearly by Effie Worldwide to promote effectiveness in the advertising industry.
General Advertising
The One Show
The One Show is an award competition in advertising, branding, design and interactive entertainment. These awards are given yearly by The One Club to promote creativity within art and commerce.
General Advertising
The Shortys
The Shortys, short for The Shorty Awards, honor the best of social media—brands, influencers and organizations—for global impact. Judges come from advertising, entertainment, internet and media.