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. CPM - ANSWER-Stands for Cost-per-thousand and is a media term describing the cost to deliver 1,000 impressions. CPA - ANSWER-the cost of advertising based on a visitor taking some specifically defined action in response to an ad. Examples of "Actions" include such things as completing a sales transaction, or filling out a form. CPC - Cost Per Click - ANSWER-is the cost of advertising based on the number of clicks received. CPC - Cost Per Customer - ANSWER-is the cost an advertiser pays to acquire a customer. Discrepancy - ANSWER-This is the difference in reporting numbers between a client or agency and ad partner. They can be caused by a variety of factors. Standard ways to measure are with impressions sold, impressions served, and revenue. Insertion Order - ANSWER-Purchase order between a seller of interactive advertising and a buyer (usually an advertiser or its agency). KPI - ANSWER-a quantifiable measure used to evaluate the success in meeting objectives for performance; also known as Key Success Indicators (KSI) Make Goods - ANSWER-Additional ad impressions which are negotiated in order to make up for the shortfall of ads delivered versus the commitments outlined in the approved insertion order. Media Company - ANSWER-A company that derives revenue from publishing content via one or more means of distribution, e.g., print publishing, television, radio, the Internet. Performance Metrics - ANSWER-The measurement of digital ad campaigns with actionbased goals such as click-throughs, leads, downloads, sales, etc. Publishers - ANSWER-An individual or organization that prepares, issues, and disseminates content for public distribution or sale via one or more media. Real-time bidding - ANSWER-a real-time system for either bidding on or buying ad inventory. Request for Proposal - ANSWER-A document sent by an advertiser or agency inviting a publisher to submit a proposal for an upcoming advertising campaign. This is the first step taken by the advertiser or the agency representing the advertiser that initiates the campaign process. Rich media - ANSWER-Advertisements with which users can interact (as opposed to solely animation) in a web page format. These advertisements can use various technologies, including but not limited to sound, video, or Flash, and with programming languages such as Java, JavaScript, and DHTML. Tags - ANSWER-Software code that an advertiser provides to a publisher or ad network that calls the agency's ad server for the purposes of displaying an advertisement