Common Online Advertising Terms

Provided by ZEDO, Inc.

Term Definition
3rd Party Ad Tag Ad Tag provided from a 3rd-party Ad Server or Ad Network, uploaded into
the ZEDO Ad Server
3rd Party Redirect The act of redirection to a third party outside of ZEDO. Commonly used
to redirect to a third party ad network or ad server.
Action Actions are registered at the end of a conversion, if the Action Tracking
tag is placed correctly on the conversion page.
Action Tracking Tag A tag, placed on a conversion page, to log completed post-click or post-
impression actions. See also Conversion Tracking.
Activity Discrete actions by an internet user, used in the ZEDO Ad Server for
Behavioral and Profile targeting technology.
Ad Dimension The width and height of the ad to be displayed on the web page.

Ad Hoc Report A flexible reporting system that lets you create your own reports.

Ad Network An advertising company that serves as a broker between publishers and

advertisers in exchange for a shared commission.
Ad Tag A piece of HTML code in a web page, or affiliated-party's page that makes
a program call to the ad server to render an ad in that space.

Advanced Report ZEDO's Advanced reports let you choose your own filters and columns.

Advertiser An advertiser represents the buyer of inventory on your site or ad

network. An advertiser can be identified as a Direct Advertiser, and Ad
Network, or a Self Service Advertiser (coming soon).

Advertiser Summary Report Performance Metrics (clicks, impressions, or actions) for a particular
Advertiser. This data can be broken down by Month, Week, Day or Hour.

Advertiser Type You can set an advertiser in ZEDO as a Direct Advertiser or an Ad

Network. Leave this blank if you do not know.
Allocate per Ad This allocation method lets ZEDO automatically determine the
appropriate inventory allocation on some or all of the channels that your
ad is targeted to.
Allocate per Channel per Ad This allocation method lets you control the exact inventory allocation on
each channel that your ad(s) is targeted to.
Alt Text The text that appears when holding a mouse over your ad.
AOL Tag ZEDO ad tag that meets AOL requirements.
API Application Programmer's Interface - the backend access to your ZEDO
account information.
Automatic Optimization The ability to automatically allocate more impressions to your highest
performing creative based on a threshold (sample size), and a variety of
performance criteria, including eCPM, CTR, and Conversion Rate

Bandwidth Targeting Target an ad to dialup or broadband internet users.

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Term Definition
Banner A rectangular style of site advertising containing words and images. Can
be static or animated.
Barter Ad A ad that is set up for a Barter System exhange. In ZEDO, Barter ads will
serve before House Ads. See Barter System.
Barter System An economic system in which two parties trade ads or links on order to
benefit each other.
Behavioral Targeting Target an ad to a particular user behavior or activity.

Browser An application used to locate and display Web pages. Popular ones
include Netscape, Microsoft Explorer and NeoPlanet.
Bucket See Inventory Type

Campaign Notes Free-form text to make notes at the campaign level.

Campaign Summary Report Performance Metrics (clicks, impressions, or actions) for a particular
Advertiser's Campaign(s). This data can be broken down by Month, Week,
Day or Hour.
Channel A channel in ZEDO is a section of your site or network - an arbitrary logical
grouping, defined by your company and used to segment inventory. The
"channel" corresponds to an ad tag, and is used to for ad targeting.

Channel Limit The total number of ads that an internet user will see for a particular
channel-dimension combination (ad tag).
Channel Set An arbitrary grouping of Channels for more convenient channel targeting.

Channel Summary Report Performance Metrics (clicks, impressions, or actions) for a particular
Channel or Publisher's Channels. This data can be broken down by Month,
Week, Day or Hour.
Click Depressing and releasing a mouse button to select a screen object.

Click Through URL The URL that is used to get to a Web site.

Click Tracker A click tracker, in ZEDO, is an ad type with limited functionality that is
used to log counts when clicked.
Click-Through The process of a visitor clicking on a Web advertisement and going to the
advertiser's Web site. Also called ad clicks or requests.

Click-Through Rate The click through rate measures the amount of times an ad is clicked
versus the amount of times it's viewed.
Clone Ad Cloning an ad, in ZEDO, will copy several general ad parameters and
settings to a new ad in a campaign. Ads can also be copied to another
campaign. The "clone" function was provided to ease the hassle of
setting up several ads at a time, and to reduce errors when creating
several ads with alike parameters.

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Term Definition
Clone Campaign Create a new campaign record with all campaign details. Ads in the
campaign will not be included.
Connexion Tags Similar to Doubleclick Floodlight, or Atlas' Universal Action Tag, ZEDO's
Connexion Tag acts as a universal pixel "piggyback" tag for advertisers
and ad networks, that makes it easier to work with several publishers.

Conversion Tracking The ability to track the performance of different creatives in order to see
which one gets the highest conversion.
Cookie Cookies are small files that are stored on your computer and is used by
ZEDO to store internet user's browsing behavior and statistics.

CPA Cost per Acquisition or also known as Cost Per Sale. This is typically an
average dollar amount to the total cost in clicks it takes to convert to a
sale. Often confused with cost-per-action.
CPC Cost-per-click-through. The amount charged an advertiser for each click a
banner ad attracts.
CPM Cost per thousand. CPM refers to the total cost of 1,000 visitor requests
to view an ad; in other words, the cost for 1,000 impressions.

Creative Summary Report Performance Metrics (clicks, impressions, or actions) for a particular
Creative or group of Creatives. This data can be broken down by Month,
Week, Day or Hour.
CTR See Click-through Rate.

Custom Role A customized access role, based on one of ZEDO's default role types,
which you can design to your needs to view and access different data in
your account.
CZAR Comprehensive ZEDO Adhoc Reporting: ZEDO's new ad-hoc reporting
system.
Dashboard A table view, sometimes including charts, of current performance
statistics.
Default Geo Set General geography sets that are created for all accounts for your
convenience. See Geo Sets.
Defaults Default Ads are served when there are no regular ads to be served.
Default ads (also referred to as "FOCs") are served free-of-charge.

Demographic Targeting The ability, in ZEDO, to target an ad to a user's age, gender or zip code.

DMA Desiganted Market Areas. A DMA is a geographic area used by the

Nielsen Station Index in measuring audience size. DMA s are non-
overlapping areas consisting of groups of counties from which, in
traditional media, television stations attract their viewers.

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Term Definition
eCPM Effective Cost Per Mille Measures what a publisher would receive if their
advertising inventory was sold on a CPM basis as opposed to a CPA, CPC,
etc.
Even Delivery This delivery setting on your campaign will evenly allocate a campaign's
impression goals on a daily basis, across the flight dates of the campaign.

Excess Inventory This inventory setting on a campaign will tell the ad scheduling system to
allocate these ads in the lower-value inventory on your site - ie., after the
higher paying ads have served.
Excluded Channels The channels that an ad should not be served on, when targeted to a
Channel Set. Excluded sets lets a user target an ad to a channel set, but
leave out some of the channels in that set.
Exclusive Campaign This campaign type is most often used for Sponsorship deals, or when an
Advertiser has elected to buy all the inventory on your site or subsection
of your site. While Exclusive Campaigns are running, no other ads will be
seen by users of the targeted audience.

Expandable Ad A type of online ad that is fixed in placement but expands in size over the
page once clicked on or rolled over.
FOCs Free of Charge. See also Defaults.

Frequency Cap The maximum number of times a user will be exposed to a specific type
of advertisement.
Frequency Cap per Channel The maximum number of times a user will be exposed to a specific ad on
a certain channel in ZEDO. You can set different frequency caps in
different channels, or set a Global Frequency Cap.

Geo Level Incremental Level points that are assigned by default, to the priority of an
ad that is geo targeted. Geo Levels are used internally to give precedence
to Geo Targeted ads over non-Geo Targeted ads that share all other
targeting properties.
Geo Set A grouping of Geographies (Countries, States or Cities) that can be used
for easier targeting. ZEDO comes with Default Geo Sets (Continents,
Languages and DMAs), and customers can create their own.

Geo Target The ability to target an ad to display to users in a specific geographic

location.
GIF Term for "Graphics Interchange Format". GIF is used to compress data.
Most generally used for banner advertising.
Global Frequency Cap The maximum number of times a user will be exposed to a specific type
of advertisement, across all channels and sites in your ZEDO setup.

Hourly Report Provides performance data by the hour. ZEDO stores hourly data for the
previous 7 days.

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Term Definition
House Ads Advertising by a website or other media vehicle for itself in its own
vehicle; eg, an advertisement for a website that runs on its own site, a
particular newspaper that appears in its own newspaper or a commercial
for a radio station that airs on its own station. This is often done to put
unsold inventory to good use.

HTML (HyperText Markup Language) This is the format of files published on the
World Wide Web.
iFrame IFrame (from inline frame) is an HTML element which makes it possible to
embed another HTML document inside the main document.

Impression A single appearance of an advertisement on a web page.

Impression Limit The total number of times an ad should be shown.

Impression Tracker An impression tracker, in ZEDO, is an ad type with limited functionality

that is used to log impressions when viewed.
Input HTML Using this template to create your ad will let you enter HTML code
directly into the system, rather than upload an HTML file.
Inventory Forecast Report A report which calculates the amount of sold vs. unsold inventory. This
report takes into account previous traffic history across channels, as well
as current and future campaigns targeted to those channels.

Inventory Report A report that shows you the inventory in your channels.

Javascript JavaScript is a cross-platform, object-based scripting language developed

by Netscape for client and server applications. It is commonly used on
web pages to add interactivity and dynamic content such as banner
rotation.
JPEG See JPG
JPG Term for 'Joint Photographic Experts Group', generally used to compress
photos.
Keyword Targeting The ability to target an ad to be shown on a page based on page content.

Level A Level, in ZEDO, is used to set the priority platform for ads and
campaigns based on several campaign criteria including, but not limited
to, Exclusivity, Rate Amount, Targeting, etc.
MSN Tag Recommended for Advertiser and Ad Network clients that want to serve
their ads on MSN sites.
Network Summary Report Performance Metrics (clicks, impressions, or actions) for your total
account. This data can be broken down by Month, Week, Day or Hour.

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Term Definition
No Script Tag The noscript element is used to define an alternate content (text) if a
script is NOT executed. This tag is used for browsers that recognizes the
<script> tag, but does not support the script in it.

Pacing Report This report shows the overall pacing progress of campaigns, based on the
impression goals and performance to-date.
Page View Accessing or merely seeing a Web page as opposed to other methods
that count many elements per page.
Performance Report ZEDO Performance Reports provide impression, click, CTR and other
performance data. These are some of ZEDO's "canned" reports available
to all customers.
Pop-up Blocker A pop-up blocker refers to any software or application that disables any
pop-up, pop-over or pop-under advertisement window that you would
see while using a Web browser. Some pop-up blockers may try to close all
pop-up windows, some may remove all advertising from a publisher's
Web site, and still others may help you choose which pop-up windows
you want to be closed with block list feature.

Premium Inventory This inventory setting on a campaign will tell the ad scheduling system to
allocate these ads in the higher-value inventory on your site - ie., before
any low-paying campaigns.
Private Label A choice of several options in ZEDO for customizing the ad server
interface and ad serving domains. Contact your sales rep for more
details.
Profile Targeting The ability to target an ad to a user's profile information or interests.

Profit Report A report in ZEDO that calculates an ad network's overall profit, after
payouts to publishers. This feature is typically only enabled for ZEDO
customers that are ad networks, and not available to customers with only
one website.
Publisher An entity in the ZEDO system that indicates who should be paid for
impressions served, in an Ad Network setup.
Publisher Payout ZEDO's publisher payout product lets you define one or many rules for
how to pay publishers. This feature is typically only used by Ad Network
customers of ZEDO.
Publisher Summary Report Performance Metrics (clicks, impressions, or actions) for a particular
Publisher or set of publishers. This data can be broken down by Month,
Week, Day or Hour.
Quick Report Standard reporting interface with basic reporting options. For more, see
Advanced Reports.
Rank Ads The Rank Ads screen lets you see and control the priority, level and
weight of the total combination of ads scheduled to be served on a given
channel-dimension.

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Term Definition
Rank Campaigns The Rank Campaigns screen lets you see and control the priority of all
active campaigns for a given advertiser.
Redirect Pricing Special pricing is given when a website serves ads hosted on a non-ZEDO
server. This setting is made at the Advertiser level and is available for
known ad networks.
Rich Media Ad An ad unit that makes use of a range of interactive digital media including
streaming video and audio. The ads usually change as a users mouse
passes over
Role A User's role defines that the user can see and do within ZEDO. Default
role types are created for standard Ad Trafficker, Advertiser and Publisher
access, and custom role types can be created to meet your specific needs.

Scheduled Report A report that is scheduled to be generated and sent, via email or SMS, on
a daily, weekly, monthly or other scheduled.
Sequencing A unique ZEDO system that lets you control and manage the exact order
of ads for each and every internet user group and sub-group. For more
information, contact your Account Manager.

SMS Report A simple report which can be delivered to your phone by SMS / Text
Message. Available in certain countries only.
Speedy Delivery This delivery setting on your campaign will attempt to achieve campaign
goals as soon as possible. This delivery type is not frequently used for
direct sales orders, but is sometimes useful for advertisers that want as
much reach, as quickly as possible.
Sub Tab The navigation options below the primary Tabs in ZEDO's web interface.

Tab The primary navigation in and around the ZEDO web interface.

Targeted Channels The channels that an ad in ZEDO should be served on.

Tool Tips Small mouse-over explanations that can be turned on or off, in the ZEDO
web interface.
Tracking Tag A tag generated in the ZEDO ad server to track actions, conversions,
impressions and clicks.
Upload HTML Using this template to create your ad, you can upload an HTML file from
your computer, rather than typing or pasting the code directly into the
ZEDO system.
User A single login account in ZEDO.
Weight The relative ratio that the ad will serve in comparison to other ads in the
same inventory bucket.
Yahoo Tag Recommended for Advertiser and Ad Network clients that want to serve
their ads on Yahoo sites.

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