Digital marketing glossary

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Term Definition
Run of exchange. A term meaning inventory available for purchase on an ad exchange.

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.
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
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.
Representational State Transfer. A type of API protocol that operates on POST GET PUT and DELETE commands.
reserve price
The lowest price at which a bidder or member will sell an impression.
reserve creative
See default creative.
In general the term 'request' can refer to any attempt by one's browser to retrieve a page including page elements such as ads from a server on the Internet. In ad tech it usually applies to a request for a creative or ad tag.
In ad tech reporting data for both buyers and sellers such as much money spent impressions seen impressions sold and revenue earned. Because automated programs can be used to track spending impressions and earnings online advertising has helped buyers to understand the value of their marketing budgets in new ways.
remote snapshot

This is a way for you to watch a live preview of what your signage currently has on display. This handy feature helps make signage management easy.

remnant inventory
Inventory sold after premium inventory has been pre-sold by a direct salesforce. Remnant inventory is sometimes synonymous with real-time inventory and is often the target of programmatic buying. Because remnant has an unnecessarily negative connotation other terms that have been experimented with are 'premnant' (premium + remnant} or 'secondary premium.' Also sometimes called 'tier 2' or 'class 2.'

See retargeting.

recommendation widgets

The IAB defines this type of native advertising as an ad or paid content link delivered with a “widget.” Many recommendation widgets will title their ads “You might like” or “From around the web” and link to another site. The widget doesn’t mirror the editorial content of the site so it is not sold with a guaranteed placement. However it is integrated into the page. Measurement is based on brand engagement like interaction and brand lift rather than direct response metrics such as purchase.


Dynamic creative drives incremental value and sales by displaying recommended products in banners that a user didn’t see while on the site. These recommendations are created using a correlation of all user behaviour to create intelligent product links.