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  • In online advertising, there are many ways to buy ad space on publisher websites.

  • In this example, we'll look at the process of buying ad space directly from the publisher. This is called a direct buy.

  • At an advertising agency, it's the job of a Media Planner to figure out where their

  • client's ads will run. So, if the client is selling pro-sports fan gear, then they'll

  • want to show ads on sites where sports fans hang out.

  • Once the Media Planner has picked the websites where they want to run their campaign, they'll

  • contact the publisher directly with an RFP, or Request For Proposal.

  • The RFP outlines campaign goals, run dates, and target audience. It also includes budget

  • details, like how many clicks or impressions they hope to get.. and how much the agency

  • is willing to spend.

  • When the publisher website receives the RFP, they'll review the list of requirements and

  • the agency's budget and compare it against their available inventory. Inventory refers

  • to the number of ad slots a publisher thinks they'll have available on specific pages on

  • a given day.

  • This can be tough to determine since publishers don't know exactly how many visitors will

  • come to their site, let alone which cat video will be most popular on a particular day.

  • While nobody can predict the future, publishers use prior trends to estimate how many visitors

  • will view pages on their website. This is called forecasting.

  • If the publisher has inventory that matches what the agency's looking for, they'll return

  • the RFP with a list of options and prices.

  • When the agency and publisher agree on the number of impressions or clicks, as well as

  • the cost, the agency creates an IO, or Insertion Order to seal the deal. The agency signs the

  • IO and sends it to the publisher. Once the IO is signed by both parties, it's considered

  • a legally binding contract.

  • After the campaign goes live, the publisher serves the client's ads as promised. And..

  • when the campaign is over, the publisher sends a bill for the ad space so the agency can

  • keep up their end of the deal.

  • And then, everyone is happy.

In online advertising, there are many ways to buy ad space on publisher websites.

Subtitles and vocabulary

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B1 UK publisher agency ad inventory campaign client

Online Ads 101: The reservation buying process

  • 16 2
    oresta kapinga posted on 2017/04/27
Video vocabulary

Keywords

specific

US /spɪˈsɪfɪk/

UK /spəˈsɪfɪk/

  • adjective
  • Relating to a particular species, structure, etc.
  • Precise; particular; just about that thing
  • Relating to a particular thing.
  • Clearly defined or identified.
  • Stated clearly and in detail, leaving no room for confusion or doubt.
  • Concerning one particular thing or kind of thing
process

US /ˈprɑsˌɛs, ˈproˌsɛs/

UK /prə'ses/

  • verb
  • To organize and use data in a computer
  • To deal with official forms in the way required
  • To prepare by treating something in a certain way
  • To adopt a set of actions that produce a result
  • To convert by putting something through a machine
  • noun
  • A series of actions or steps taken in order to achieve a particular end.
  • A summons or writ to appear in court or before a judicial officer.
  • A systematic series of actions directed to some end
  • Dealing with official forms in the way required
  • Set of changes that occur slowly and naturally
  • A series of actions or steps taken in order to achieve a particular end.
  • other
  • To perform a series of operations on (data) by a computer.
  • To deal with (something) according to a particular procedure.
  • Deal with (something) according to a set procedure.
  • To perform a series of mechanical or chemical operations on (something) in order to change or preserve it.
  • To perform a series of mechanical or chemical operations on (something) in order to change or preserve it.
  • Take (something) into the mind and understand it fully.
  • other
  • Deal with (something, especially unpleasant or difficult) psychologically in order to come to terms with it.
tough

US /tʌf/

UK /tʌf/

  • adjective
  • (Of food) difficult to chew or bite through
  • Very difficult to do or deal with
  • Difficult; requiring considerable effort or endurance.
  • (of food) difficult to cut or chew.
  • Having strict standards
  • (Of meat) difficult to cut or chew.
  • Being firm and not easily bent or broken
  • Being strong physically or mentally
  • Being difficult to persuade
  • Unpleasant or unfortunate.
  • Capable of violence
  • other
  • To endure a period of hardship or difficulty.
  • noun
  • A rough and aggressive person.
  • other
  • To make (someone) physically or emotionally stronger.
figure

US /ˈfɪɡjɚ/

UK /ˈfiɡə/

  • verb
  • To appear in a game, play or event
  • To calculate how much something will cost
  • To understand or solve something.
  • To understand after thinking; work out
  • other
  • To consider, believe, or conclude.
  • To calculate or work out (a sum or amount).
  • noun
  • Your body shape
  • Numbers in a calculation
  • A diagram or illustrative drawing in a book or magazine.
  • Doll-like thing meant to represent a person
  • Picture or diagram giving information in a text
  • Person who is very important or famous
  • A set pattern of movements in ice skating.
  • Shape of a person seen indistinctly or in outline
  • Amount that is expressed in numbers
  • A person, especially one who is important or well-known.
  • A numerical amount or value expressed in numbers.
  • A statue or other representation of a person or animal.
  • An outline or shape, especially of a person or animal.
  • other
  • To conclude or expect; think.
campaign

US /kæmˈpen/

UK /kæm'peɪn/

  • noun
  • Series of actions meant to achieve a goal
  • A planned set of military activities intended to achieve a particular objective.
  • A series of military operations intended to achieve a particular objective, confined to a specific area or involving a specified type of fighting.
  • A series of planned activities designed to achieve a particular aim.
  • A series of planned activities designed to achieve a particular aim.
  • A series of planned activities designed to achieve a particular social, political, or commercial aim.
  • verb
  • To work in an organized, active way towards a goal
  • other
  • To work in an organized and active way towards a particular goal, typically a political or social one.
  • other
  • To promote or advocate for something in a planned and active way.
determine

US /dɪˈtɚmɪn/

UK /dɪ'tɜ:mɪn/

  • verb
  • Be a deciding factor in
  • To control exactly how something will be or act
  • To officially decide (something) especially because of evidence or facts; to control or influence directly; to find out or establish exactly, as a result of research or calculation.
  • To establish the facts about; discover
  • other
  • To cause (something) to occur in a particular way or to have a particular nature.
  • To officially decide (something) as the result of evidence or facts; to establish exactly, typically as a result of research or calculation.
  • To find out or establish precisely as a result of research or calculation.
  • To find out or establish exactly, usually as a result of research or calculation.
  • To be the deciding factor in; to control or influence directly.
  • other
  • To decide firmly on a course of action; to resolve.
audience

US /ˈɔdiəns/

UK /ˈɔ:diəns/

  • noun
  • Group of people attending a play, movie etc.
consider

US /kənˈsɪdər /

UK /kən'sɪdə(r)/

  • other
  • To believe someone or something to be.
  • To believe someone or something to be something.
  • To think carefully about something, typically before making a decision.
  • verb
  • To think carefully about something
estimate

US /ˈɛstəˌmet/

UK /'estɪmət/

  • noun
  • Guess or calculation of cost, size or value
  • An approximate calculation or judgment of the value, number, quantity, or extent of something.
  • An approximate calculation or judgment of the value, number, quantity, or extent of something.
  • A judgment or opinion.
  • verb
  • To guess or calculate the cost, size or value of
  • other
  • To roughly calculate or judge the value, number, quantity, or extent of something.
  • To form an approximate idea or judgment of.
contract

US /'kɑ:ntrækt/

UK /'kɒntrækt/

  • verb
  • To become ill as a result of getting a disease
  • To make an agreement for doing work for money
  • To reduce in size, length due to heat loss
  • To reduce the amount of
  • Decrease in size, number, or range.
  • noun
  • A written or spoken agreement, especially one concerning employment, sales, or tenancy, that is intended to be enforceable by law
  • Legal agreement, e.g. for doing work for money
  • Agreement to pay someone to kill a person
  • other
  • To enter into a formal and legally binding agreement
  • To catch or develop (a disease or infectious agent)
  • To shorten (a word or words) by omitting or combining some of the sounds or letters
  • other
  • To decrease in size, number, or range