Digital Display Advertising Flashcards

What is the standard pixel dimension of the IAB 'Leaderboard' ad unit?

Answer: 728×90

The IAB Leaderboard measures 728×90 pixels and is one of the most widely recognized horizontal banner formats, typically placed at the top of webpages.

What does 'CPM' stand for and how is it used in display advertising?

Answer: Cost Per Mille; the cost an advertiser pays per one thousand ad impressions

CPM stands for Cost Per Mille (Latin for 'thousand') and represents the cost an advertiser pays for one thousand ad impressions, making it the most common pricing model for display advertising.

In display advertising, how is an 'ad impression' defined?

Answer: One instance of an ad being fetched and rendered on a user's screen

An ad impression is recorded each time an ad is fetched from an ad server and rendered (or attempted to be rendered) on a user's device, serving as the fundamental unit of display ad delivery measurement.

What is 'frequency capping' in display advertising?

Answer: A setting that limits how many times a specific user sees the same ad within a time period

Frequency capping limits the number of times a specific ad is shown to a single user within a defined time period, preventing ad fatigue and improving both user experience and campaign efficiency.

What is 'geo-targeting' in the context of display advertising?

Answer: Delivering display ads specifically to users based on their physical location

Geo-targeting enables advertisers to serve display ads to users in defined geographic areas such as a country, state, city, or radius around a point, making campaigns more locally relevant.

What is the standard pixel dimension of the IAB 'Wide Skyscraper' display ad unit?

Answer: 160×600

The IAB Wide Skyscraper measures 160×600 pixels and is a tall vertical ad format typically placed in sidebars, offering more creative space than the original 120×600 skyscraper.

What is 'retargeting' (also called 'remarketing') in display advertising?

Answer: Serving display ads to users who have previously visited an advertiser's website or content

Retargeting serves display ads to users who have previously visited an advertiser's website or engaged with their content, using cookies or tracking pixels to re-engage warm prospects.