IAB Digital Advertising Certification Terms

Agency - Answer An organization that, on behalf of clients, plans marketing and advertising campaigns, drafts and produces advertisements, and places advertisements in the media. Advertiser - Answer The company paying for the advertisement. Ad impressions - Answer The count of ads which are served to a user. These can be requested by the user's browser (referred to as pulled ads) or they can be pushed, such as e-mailed ads. Ad Ops - Answer The team/function that is responsible for trafficking and optimizing digital ad campaigns. Ad Server - Answer a web server dedicated to the delivery of advertisements. This technology specialization enables the tracking and management of advertising related metrics. Campaign - Answer In traditional marketing, a campaign is a series of advertising messages that share a single idea and theme. In digital advertising, a campaign will refer to a set of ad buys from a specific ad network or publisher. Click through rate - (CTR) - Answer the percentage of ad impressions that were clicked on as compared to the entire number of impressions; CTR% = [Clicks ÷ Imps] ×100 Creative - Answer Otherwise known as the ad set, this is an image file, rich media or snippet of code that can be rendered as a display advertisement when entered into an ad serving platform.