Branded URL Shortening Service

Key Advertising Concepts

Key Advertising Concepts, Branded URL Shortening Service

Advertising Concepts

The online advertising world has its own distinct nomenclature.

If you’re new to the world of online advertising, you may want to read the following to help you understand terms that you’re likely to come across.


A person or company who wants to display online advertising – generally, at a cost.


A person or company who has (“publishes”) a website (or some other form of online property) on which they wish to display online advertising (generally, from advertisers, and for a fee; but publishers do also display ads for free, either from advertisers, or to promote their own services when there are no paid ads to display).


In online advertising, an impression is a view, or an “opportunity to see” an ad. Every time an ad is displayed (rendered) on a website site or device, this is an “opportunity to see” the ad and counts as an impression.


A click is whenever someone clicks on an ad. Click counts are sometimes filtered to prevent repeat clicks or other forms of fraud by publishers trying to raise revenues by repeatedly clicking on ads.

Acquisition (or Action)

An acquisition or action is a certain (tracked) action that a user may perform after having either seen or clicked on an ad. Examples include purchasing a product, signing up to a newsletter, registering for a site, etc.


Cost Per Mille (from the Latin for “thousand”) is the cost per 1,000 impressions (for the advertiser). For the publisher, this can also be thought of as the revenue per 1,000 impressions.


Cost Per Click is the cost per click (for the advertiser). For the publisher, this can also be thought of as the revenue per click.


Cost Per Acquisition is the cost per acquisition or action (for the advertiser) – that is, where the advertiser pays based the required action is performed after either clicking on an ad, or less commonly, after having seen an ad impression. For the publisher, this can also be thought of as the revenue per acquisition or action.


Effective Cost Per Mille is the effective cost per 1,000 impressions. By converting CPC and CPA rates back to an eCPM rate, campaigns of different cost models can be compared with each other to understand their relative performance. For the publisher, this can also be thought of as the effective revenue per 1,000 impressions.

Key Revolver Ad Project Concepts

An advertiser is a person or company who wants to display advertising on your (or some other) website via your Revolver Ad Project. Each advertiser will have one or more campaigns.


A campaign is a set of related advertisements that an advertiser wants to display. Campaigns allow shared details, such as the dates to start and stop showing the ads, and the frequency with the ads are displayed, to be managed in a consistent way across the related ads (called banners in Revolver Ad Project). Each campaign that an advertiser has will have one or more banners.


A banner is a piece of content, (called a creative in Revolver Ad Project) and the associated properties that make up an online advertisement. A banner is what the visitors to a website will see displayed to then as the “ad”, and be able to click on or interact with in some way. A banner’s creative can be a static image, some HTML code, a Flash banner, text or a video ad.


A website in Revolver Ad Project is simply a placeholder to collect together all of the zones for a website on which you will display banners. Accordingly, websites will have one or more zones. A website in Revolver Ad Project can also be thought of as representing the publisher.


A zone is a defined area on a website where banners will be displayed.

Zone Invocation Codes/Tags

A zone invocation code (or zone invocation tag – the terms are used interchangeably) is a small piece of code that can be inserted into a website to display the relevant banner(s) that are linked to the tag’s zone.

Campaign or Banner / Zone Linking

In order to display a given banner to a website visitor, the desired banner that should be shown needs to be associated (i.e. linked) to the relevant zone(s) for the website. This way, the Revolver Ad Project knows which banners to display when the relevant zone invocation tag is invoked on a website.

Campaigns and banners can be linked to zones from three different locations in Revolver Ad Project:

    • At the campaign level, via a specific campaign;
    • At the banner level, via a specific banner; and
    • At the zone level.


The amount of advertising “space” that a website (or part of a website) has available to sell; this may be as simple as the number of zones per page multiplied by the number of page views – however, many advertisers will only want to purchase part of this inventory, so the effective inventory may be less. 


A small piece of code that can be inserted into a website to “track” so-called actions, acquisitions or conversions.

Revolver Ad Project has the ability to track and report on the following banner delivery statistics:

Requests: Whenever a request to display a banner is made (from a zone invocation code), Revolver Ad Project can be configured to immediately log a “request” to note that the request for a banner was made.
Impressions: Once Revolver Ad Project has selected a banner to display, and the banner has been successfully loaded for the user to view, then the Revolver Ad Project will log an “impression”.
Clicks: If a user clicks on a banner, Revolver Ad Project will log a “click”.
Conversions: In the event that a tracker tag is triggered by a user and this can be associated with a previous action by that user, then the Revolver Ad Project will log a “conversion”. (This is not a configurable option; conversions that occur will always be logged.)