Funnel

The sequence of steps a user takes from first ad view to final conversion, often ad to landing page to offer.

Related terms

A performance model where affiliates earn a commission for driving conversions to an advertiser through their own traffic.

The ad asset shown to users, including images, video, headlines and copy. Testing creatives is central to media buying.

The geographic market a campaign targets, usually by country. GEOs are grouped into tiers by traffic quality and payout.

The page a user reaches after clicking an ad, designed to move them toward a single conversion action.

The practice of purchasing ad placements across platforms to drive traffic to offers, then optimizing spend toward the best performing sources.

Ads that match the look and feel of the platform they appear on, such as recommended-content widgets on news sites.