# Common Terminology and Acronyms

These are your standard terminologies you'll likely need to know from the very start. If any are unclear or bring up more questions, please do not hesitate to ask, and/or research online. Feel free to bookmark this page to refer to it as you go.

Above-the-Fold Ad is within view of the content, immediately upon loading the page, without having to scroll.
Attribution How credit is assigned for relative strength of a campaign; i.e. How much of the sales lift was attributable to vendor A or strategy A vs vendor B or strategy B.
Awareness Advertising strategy designed to increase brand familiarity, or brand awareness.
Banner Your typical display creative. Refers to any display ad, in every day usage.
Block List List of anything (domains, IPs, keywords, etc) to be excluded from impression delivery on a campaign.
Bounce Rate Rate of users who see the ad, click it, and exit the landing page before a set number of seconds, or before it loads.
Brand Lift Can refer to many different metrics, but broadly measures the increase in awareness or perception of a brand during a campaign.
Brand Safety Refers to the perceived "safety" of the content on a page or publisher. Unsafe content typically are gambling, pornography, hate speech, etc.
CTA Call-to-Action, the "Buy now" or "Click here" on an banner or video ad
Contextual Reach Considers primarily the context of the page that the ad appears on, for targeting. This is AMG's core targeting strategy.
CPC Cost-per-Click; cost per click, based on (CPMximpressions/1000)/clicks
CPM Cost-per-Mille; cost per thousand impressions
CTR Click-Through-Rate, the percentage of time that users click on an ad
CTV Connected TV. Sometimes referred to as OTT, or on-the-wall, because TVs are often on the wall. This is as opposed to broadcast, or linear TV advertising.
DSP Demand-Side-Platform. We do not use this, but you will see it come up from time to time. Frequently used in programmatic bidding.
First Party (1p) Data Data that exists and is used on the vendor side
First Party (1P) Tag A tag is a few lines of code used to display and track an ad. 1p tags are served by AMG, only using the image or video file and landing page URL.
Frequency Cap Maximum number of times to serve an ad to an individual user over a set period of time
Geotarget Geographic area that an ad is being served to. Can be as large as an entire country or even continent, or as small as an individual IP.
HTML Hypertext Markup Language. This is the format that all tags are coded in.
IO Insertion Order. The contract that is signed by us and our client, to execute on a certain number of impressions, timing, etc.
KPI Key Performance Indicator. The parameter(s) that a campaign needs to be optimized toward, and ideally achieved or exceeded.
Media Plan The strategic plan that includes units to be deployed, in what amounts, and when, and who to target, on which media.
OLV Online Video. Any video that you watch on a Desktop, Mobile, or Tablet, and not on a smart TV/connected TV.
Reach Share of the audience exposed to a campaign.
ROAS Return on ad spend. Self explanatory, but displayed as a multiple of how much revenue was generated as a result of spend.
ROI Return on investment. How much return was generated from a given effort.
Static A static banner is a non-animated, non-video banner. Typically displays images, creative copy, and CTA in one rectangle.
Tag The bit of code used to serve/deliver and track ad impressions and clicks.
Third Party (3p) Tag Tag generated by a third party, usually GCM, and sent to AMG by our client to serve. No asset files are needed to serve these, as the asset is already coded and served by the third party server.
VCR Video completion rate. What percentage of users finished watching a video ad.