Advertising Glossary
Advertising glossary in Australia
Common terms and definitions in programmatic advertising.
CPM
Cost Per Mille (thousand impressions). The price paid for 1,000 ad impressions.
CTR
Click-Through Rate. The percentage of impressions that result in a click.
CPC
Cost Per Click. The price paid for each click on an ad.
CPA
Cost Per Acquisition/Action. The cost to acquire a customer or complete a desired action.
DSP
Demand-Side Platform. Technology used by advertisers to buy ad inventory programmatically.
SSP
Supply-Side Platform. Technology used by publishers to sell ad inventory programmatically.
RTB
Real-Time Bidding. Auction-based ad buying that occurs in milliseconds.
Impression
A single instance of an ad being displayed to a user.
Viewability
Metric measuring whether an ad was actually seen by users (typically 50% visible for 1 second).
Frequency
The number of times a user sees the same ad within a given period.
Frequency Cap
A limit on how many times a user can see the same ad.
Retargeting
Showing ads to users who have previously visited your website.
Lookalike Audience
A targeting method that finds new users similar to your existing customers.
Native Advertising
Ads designed to match the look and feel of the surrounding content.
Programmatic
Automated buying and selling of digital advertising using technology.
Pre-roll
Video ad that plays before the main video content.
Mid-roll
Video ad that plays during the main video content.
Outstream
Video ad that plays outside of video content, typically in-article.
ROAS
Return On Ad Spend. Revenue generated for every dollar spent on advertising.
Attribution
The process of identifying which touchpoints led to a conversion.
DOOH
Digital Out-of-Home. Digital advertising screens in public spaces like billboards, transit stations, and malls.
pDOOH
Programmatic Digital Out-of-Home. Automated buying of DOOH inventory using real-time bidding technology.
Dwell Time
The average time a person spends in view of a DOOH screen, affecting ad exposure and effectiveness.
Impression Multiplier
A factor applied to DOOH impressions to estimate the number of people who see an ad on a single screen play.
Share of Voice (SOV)
The percentage of total ad plays on a DOOH screen that belong to a specific advertiser.
Loop Length
The total duration of a DOOH content playlist before it repeats, typically 1-10 minutes.
Spot Length
The duration of a single DOOH ad, commonly 10-15 seconds for digital screens.
Dayparting
Scheduling DOOH ads to run during specific times of day to reach target audiences.
Geofencing
Targeting mobile users who enter a defined geographic area around DOOH screens.
OTS
Opportunity To See. The likelihood that a person in the vicinity of a DOOH screen will actually see the ad.