Digital marketing glossary
Glossaries
| Term | Definition |
|---|---|
| RTB |
See real-time bidding
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| RTA | see Real-time bidding (RTB) |
| RPM |
Revenue per thousand or mille impressions (mille = thousand in Latin). Related to the CPM bidding strategy.
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| rotating creative | When a single ad tag is set to send one of several different creatives. Brand and other guidelines for creative acceptance may set limits on how much creatives may vary when associated to a single tag. |
| ROS |
Run of site. A term meaning all inventory available on a certain website.
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| RON |
Run of network. A term meaning all inventory managed by a network.
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| ROI |
Return on investment. Literally how much profit is made when money is invested. ROI can also be an idiom for whether or how much a given action or risk pays off both in ad trading and business in general.
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| ROE |
Run of exchange. A term meaning inventory available for purchase on an ad exchange.
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| ROAS | Return On Advertising Spend This is the return on investment in advertising spend used to measure the effectiveness of online marketing campaigns. The formula measures how much gross revenue is realized for every € spent on advertising (euro sold / euro spent). |
| Rising Stars |
A set of interactive rich media creative types defined by the Interactive Advertising Bureau (IAB). They include Billboard Filmstrip Slider Portrait Pushdown and Sidekick. There is also a set of Mobile Rising Star ad units which include Filmstrip Pull Adhesion Banner Full Page Flex and Slider. See examples at the IAB website.
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| rich media |
Rich media refers generally to media that has non-standard characteristics such as: Larger than ~40k out-of-banner (OOB) behavior features like 'post to Facebook
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| retargeting |
Targeting users who have performed an action in the past who may therefore be more likely to perform the same or a similar task in the future. For example an advertiser might wish to put a segment pixel on their website and then target users who have visited the website in the past because they are more likely to make a purchase.
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| REST |
Representational State Transfer. A type of API protocol that operates on POST GET PUT and DELETE commands.
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| reserve price |
The lowest price at which a bidder or member will sell an impression.
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| reserve creative |
See default creative.
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