Ad Exchange And Placement Definitions

Become Familiar With The Various Terms And Different Locations And Placements That’s Available For Your Digital and Banner Ads

Ad Exchange and Placement Definitions:


Above the Fold

Refers to ad placement on the portion of the page that is viewable without scrolling.

Ad Rotation

Different ads are often rotated in the same space on a single page. If 3 advertisers are sharing the same ad space, their ads will rotate in that space. Telysis only utilizes Static Rotation, meaning that, in each ad space, only one ad will appear per page view.

Ad Server

Name for the software that delivers advertiser creative to the browser. Telysis’ ad server is responsible for selecting the appropriate ads to serve by frequency control, category targeting, and geography targeting. Our ad servers also track and report the ad performance in terms of Impressions Delivered, Clicks, Click Through Rates (CTR), Cost Per Click (CPC) and Unique Visitors.

Ad Space

The Spaces on a web page reserved to display ads.


Individual or organization that purchases ad space and displays advertisements on sites.


Type of ad that typically runs along the top, bottom, or side of a web page. Usually includes an image.

Booked Ad Space

Ad space that has already been sold out and is therefore unavailable for new campaigns.


An interactive online advertisement in the form of a small graphic that, when clicked, links to another page.


Cost Per Acquisition – Performance based advertising. Publisher assumes all the risk, and advertisers only pay when someone actually completes a transaction.


Cost Per Click – another way of charging, but one that we currently do not offer. Advertisers pay every time a user clicks one of their ads.


Cost Per Engagement – Advertisers pay when a user engages with the ad, such as when a user rolls over the a flash ad. Telysis currently does not offer this option.


Stands for Cost Per 1,000 Impressions (M is the roman numeral for 1,000). This is the primary pricing option offered by Telysis. Advertisers pay a rate for the number of times their ads are rendered.


A single ad or a series of ads that run on one or more sites for a given period of time.

Category Targeting

The controlled delivery of ad creative to categorized web sites. Categories are based on the interests of the site users, and therefore lead to a much more effective form of advertising.

Click Through Rate (CTR)

The percentage of users who saw the ad that actually clicked it.

Click-Through URL

The URL that users are sent to when they click an advertisement.


A file used to record and store a variety of information on a computer. Cookies are placed by an external source during an event, such as the display of an ad, and can be read only by the server in the domain that stored it.


The images and copy used in an individual ad.


Statistical data that describes the make-up of a given user base. Includes information such as age range, gender, education level, and average household income. Demographic data allows us to match advertisers with publishers for targeted campaigns.

Flight / Flight Dates

The time period and associated start and end dates of a given campaign.


The rate a particular user is exposed to specific creative or campaign during a designated period of time.

Frequency Capping

Limiting the number of times a user is exposed to the same ad or campaign in order to maximize the effectiveness of creative or campaign.


Serving of ads to a particular geographical area or population.


The Advertiser already has ad creative. They upload an image.


The display of a single piece of creative to a web site user. An individual page can generate more than one impression if there is more than one ad space available on the page.


The Ad space available for purchase. All available ad spaces impressions can be regarded as inventory. Inventory is determined by the number of available ads on a page, the number of pages containing ad space, and an estimation of future impressions.


An individual or entity selling online advertising space. A publisher is anyone who places ads on their pages.


A new member of the ad network, either a publisher or advertiser, joins the ad network as a result of a current member referring them through our system.


An aggregation of sites relevant to a specific topic or brand.


The real time, controlled distribution of advertising creative to publisher websites.


The control of the distribution of ad creative to only those websites or users that fit within certain parameters. Targeting dramatically improves the advertisers ROI.


The volume of visitors to a site.


A unique IP address visiting a website for the first time in a specified period. At Telysis, we measure uniques over a month period.


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