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Glossary

Display advertising glossary

Each term is explained in one sentence; open it to see the detail and an example. “Display” is graphic advertising on sites and apps; banners are one of its formats.

32 terms

A

Ad serverA system that stores ads, delivers them to pages, and counts impressions and clicks.

B

Backup imageA static image shown when the browser or platform cannot run the HTML5 banner.Banner weightHow much space the banner takes up (the .zip with all its files); platforms set a maximum.

C

clickTagA variable that holds a banner’s destination address and that the ad server sets so it can count clicks.Client approvalThe client’s sign-off on a piece before it goes live.Color animationGradual change of the color of a fill, a stroke, a text, or a background while the banner plays.ConceptOne banner idea (composition, color, and movement), already generated in all the sizes and languages you chose.CPMCost per mille: what you pay for every 1,000 times an ad is shown.Creative briefA short document that explains what you want to communicate, to whom, and under what conditions, before producing the creative.Creative rotationAlternating several creatives in the same slot or campaign according to a rule.CTRClick-through rate: the percentage of impressions that end in a click.

D

DSPDemand-Side Platform: a platform an advertiser uses to buy ad space from many sites at once.

E

EasingThe way a movement speeds up and slows down between its start and its end.ExpandableA banner that grows over the page content when the person interacts with it.

F

FrequencyHow many times, on average, the same person sees the same ad over a period.

G

GSAPGreenSock Animation Platform: a JavaScript library for precisely animating web elements.

H

HTML5 adA banner built with web technologies (HTML, CSS, and JavaScript) instead of an image or a GIF.

I

IABInteractive Advertising Bureau: the industry association that defines standard ad sizes and formats.InterstitialA full-screen ad that appears between two moments of navigation, such as when switching screens.

K

KeyframeA moment in an animation where the look of an element is defined; between two keyframes, the browser calculates the movement.

O

OKLab and OKLCHColor spaces designed around human perception; mixing colors in them gives more natural intermediate tones.

P

PieceOne file: one size in one language, for example 300×250 in es-CR.Polite loadA “polite” load: the banner loads the minimum first and the rest after the page has finished loading.

R

RetinaHigh-density pixel screens; to keep an image sharp on them, a version at double resolution is used.Rich mediaAds with interaction beyond the click: video, expansion, forms, or games inside the creative.

S

SetThe same as a concept, seen as the full set of pieces that make it up.SpriteA single image that combines several small images; it is displayed in parts with CSS.SSPSupply-Side Platform: a platform a site or app uses to sell its ad space.Stroke drawingAn animation where a line is drawn gradually from one end to the other, or erased the same way.SVG strokeThe outline of an SVG shape (line, curve, circle, rectangle), with its own color and thickness, separate from the fill.

T

TraffickingThe work of uploading creatives to the ad server, setting them up, and assigning them to the right campaigns and placements.

V

ViewabilityVisibility: that the ad actually had a real chance to be seen on screen.

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