Lexicon Online Media terminology Impressions Visits Unique visitors Click Through (CTR) CTR ratio RTB The percentage of site visitors that views an ad and clicks on it. Real Time Bidding is the act of buying digital inventory from multiple exchanges on an impression by impression basis, typically involving an auction pricing mechanism. Auto Trading Automated digital trading. Enabling buyers (agencies and advertisers) and sellers (publishers) to trade digital inventory via software rather than fax machines. Can include RTB but is not limited to. 193 The number of times an ad has been presented to visitors. The number of occasions a visitor accessed a specific internet site during a certain period of time. One person that visits a site - no duplications ! Clicking on ‘www’ advertising.
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