Explanation of digital advertising definitions

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Explanation of digital advertising definitions

This page contains an explanation of frequently used definitions in digital advertising.

Ad server

Automated system on the seller’s or publisher’s side that enables delivery of advertisements according to certain objectives.


An advertorial is a text advertisement placed between editorial content of a newsletter or within the editorial content of a website.

Back-up image

If an advertiser wishes to use a Flash form, a back-up image should also be supplied (an image of the Flash form) and placed in Dart. The back-up image is displayed if a visitor does not use Flash.


A collective name for many formats of web advertisements, but actually the abbreviated name for a full banner (468 x 60). The other sizes (120 x 600, 728 x 90 and 336 x 280) should be described using their correct names (respectively skyscraper, leaderboard and large rectangle). Using the term banner for 120 x 600 is actually incorrect: this should be skyscraper.

Behavioural targeting (BT)

BT saves information obtained from surfing behaviour in a visitor profile in order to display focused advertisements to that visitor at a later stage.


A billboard is a large image element at the top of a website. The size is 900 x 250 pixels.


Graphic interface in which websites can be displayed. For example Internet Explorer, Firefox, Google Chrome, Opera and Safari.

Gross reach

The total number of displays (impressions) of a campaign. Net reach x average contact frequency.


Small banner of 180 x 150 or 150 x 150 pixels.


A compilation of advertising forms that have a common message and theme, placed within a specific time period.


Classification of websites within an area of interest. For example a Living channel contains all websites that the target audience uses to search for information about living.


An image or text is clickable when it can be clicked and when on clicking an action takes place. This action could be opening a website, but also confirming a choice, such as using search on a search engine.

Click command

The link used in an advertisement to lead to an advertising system’s landing page so that the number of clicks can be counted.

Click ratio/Click-through rate (CTR)

This number presents the percentage of clicks on an advertisement in relation to the number of times the advertisement was displayed. Clicks divided by the number of views x 100%.


A Flash banner should always be provided with a ClickTag in order to measure the clicks via Dart.


Page content, often the editorial content.

Conversion rate

The relationship between the number of clicks on an advertisement and the number of actions after clicking.


A small file that is left by the ad server on the computer in order to recognise the same visitor on a subsequent visit.

Corner ad

Advertisement that, following an action, opens from the corner of a website.

CPC (Cost per click)

Rate per click on an advertisement.

CPL/CPA/CPS (Cost per lead/action/sale)

Rate based on the actual action after seeing or clicking on an advertisement. An action can be, for example, ordering or purchasing.

CPM (Cost per mille)

Rate per thousand displays (impressions) of the advertisement.


The advertiser often delivers a small piece of code instead of a gif or Flash file, which refers to an address in which a certain advertisement is placed. This is called a tag.


Dart For Advertisers. The Doubleclick software system enabling the advertiser to monitor advertisement delivery and measurement.


Dart For Publishers. The Doubleclick software system enabling the seller or publisher to monitor advertisement delivery and measurement.


Advertisement that unfolds from a standard size.


Placing an advertisement in a fixed space for a certain period of time, irrespective of the number of displays. For example a button for a week on NU.nl/tech.

Fixed fee

An advertisement is placed in a fixed space for a fixed period for a fee determined in advance (fixed fee). This is irrespective of the number of views that the advertisement will achieve.


Part of the Macromedia Shockwave technology that works with vectors instead of pixels enabling the combination of high-quality images with lots of animation in relatively small-sized files.

Floor ad

Screen-wide layer ad at the bottom of the page.

Frequency Cap

Determines the maximum number of displays per unique visitor, mostly based on a cookie.

Average contact frequency

Total number of displays (gross reach) divided by the unique reach (net reach).


Graphic Interchange Format. A frequently-used graphic format (because of its good compression possibilities) to present images on the internet. Multiple images can be saved in one file, which means that short animations (animated gif) are also possible.


Advertisement sized 336 x 600 or 300 x 600 pixels.

(Homepage) Takeover

Communications form in which all banner positions of the website can be taken by a single advertiser for a certain fixed period.

House ad

Stopper, own publication.


The successor of HTML version 4 and XHTML version 1. The goal of HTML5 is to be less dependent on technologies such as Flash, Silverlight, special video players and plugins. It offers better support for semantic web and contains more options for web applications and mobile appliances.


The Interactive Advertising Bureau Nederland (IAB) is the sector organisation for the online advertising and interactive marketing industry. IAB is primarily involved in professionalising and stimulating this sector. IAB also acts as independent knowledge platform and helpdesk for marketing professionals and trade press. IAB is involved in standardisation of advertising formats.


The number of times that an advert is viewed on a website.

Inventory forecast

A prediction of the number of available (unsold) views on a certain website in a certain period. This forecast is based on website visits over the previous 7 days.

IP address

Internet Protocol address: every internet connection has its own IP address (a kind of telephone number) with which the computer identifies itself.


Programming language. A communication’s form can contain a number of JAVA commands. When a banner is loaded with JAVA/script, the JAVA commands ensure that the visitor sees the banner displayed in the correct way.

Layer ad

Advertising that is displayed as a layer over the website.

Large rectangle

Large rectangular banner. The large rectangle is an extremely noticeable size and is particularly appropriate for interaction with the website visitor. A large rectangle is sized 336 x 280 pixels.


Title of banner positions for a roadblock or a homepage takeover. The master ad is loaded first (often at the top of the page), with the companion ad being linked to this.

Medium Rectangle

Large rectangular banner. The medium rectangle is an extremely noticeable size and is particularly appropriate for interaction with the website visitor. A medium rectangle is sized 300 x 250 pixels.


Action that starts when you move the mouse over the advertisement/communication.


The leaderboard is one of the most striking advertising formats. This form mostly appears at the top of the website page. The leaderboard size is 728 x 90 pixels.

Net reach (unique)

The number of persons reached (unique reach) in a campaign.

OTS (opportunity to see - average contact frequency)

Total number of displays (gross reach) divided by the unique reach (net reach).

Page views(s)

A display of a web page (page of a website).


The smallest possible unit on the computer screen of which the colour and clarity can be determined.


Form of advertising in which, when opening a certain page, an extra window opens automatically that includes the advertisers page.

Portrait ad

Specific layer communication on NU.nl, 235x1050 pixels.

Post click activity (click-through)

Measured activity on the advertiser’s page after clicking on an advertisement.

Post view activity (view through)

Measured activity after displaying an advertisement, after which the visitor arrives on the advertiser’s page via another route.

Preroll, midroll, postroll advertising

A video commercial that is displayed at the beginning, middle or end of an online video.


Communications form in which all banner positions and the background of the website can be taken by a single advertiser for a certain fixed period.


Placement method in which an advertisement is displayed in multiple advertising spaces simultaneously.


Run of Channel. The advertisement rotates on each random page of all websites within a channel.


Run of Network. The advertisement rotates on each random page of all websites within the Sanoma network.


Run of Site. The advertisement rotates on each random page of a specific site within the Sanoma network, for example: if using ROS Kieskeurig (consumer advice) the advertisement will be displayed on every Kieskeurig.nl page.

Search Engine Advertising (SEA)

Promotion of your projects and services via paid search results. This includes such things as Google Adword campaigns.

Search Engine Marketing (SEM)

Obtain targeted traffic to your website via online marketing. This comprises SEO and SEA.

Search Engine Optimisation (SEO)

Promotion of your projects and services via organic (unpaid) search results. You can achieve this partly through good word choice for the web. You can harmonise your online content to this.

Semantic Markup

As well as the familiar tags such as: <div>, <h1>, <p>. new tags have been developed that further indicate the content or indicate what they are about: <article>, <section>, <aside>, <hgroup>, <dialog>, <footer>, <nav>, <time>, <mark>, <figure> and <figcaption>.


Specific layer communication on NU.nl, in the top right corner.


Vertical elongated advertisement in a web page, sized 120 x 600 (bxh) pixels.


Specific layer form on Kieskeurig.nl; a combination of skyscraper (120 x 600) and large rectangle (336 x 280).

Spotlight tag

A counter on the advertiser’s page that is related to the placed advertisements so that postview and postclick activity can be measured.


A banner in which no animation is displayed (this is mostly a jpg or gif banner).


Stichting Internetreclame (Internet Advertising Foundation) assigns the reach research. This research is often used to determine media use for online campaigns.


A video advertisement on an internet page.


Only displaying the advertisement to a certain group of users. This can be according to place, web browser, time, date and environment, but also according to behaviour (behavioural targeting).

Text link

A small text (one or two lines, if necessary including a logo) on a website which can be clicked through.

Tracking pixel (1x1)

Small image of 1x1 pixel that is delivered simultaneously with the advertisement to measure the number of screenings.


The environment or context of an advertisement, comprising the editorial content, the design and other communications forms within the medium.


Uniform Resource Locator. The address of an internet site (or other file) on the world wide web.

Contact Sales

Interested in our advertising options? We’re here to help you find the best possible solution. Please complete our contact form and we will contact you. You can also call our sales team direct on: +31(0)88 556 77 77 or send an e-mail to sales.nl@sanoma.com.

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