Automatic Placements is a common setting in Paid Marketing that lets an ad platform decide where your ads should appear across its available inventory. Instead of manually choosing every placement (for example, feed, stories, in-stream video, apps, or partner sites), you provide objectives and constraints, and the system allocates delivery to placements most likely to achieve your goal.
Audience Network is a distribution concept in **Paid Marketing** that extends your ads beyond a single “owned” platform into a broader set of partner apps and websites. In **Display Advertising**, it’s the mechanism that helps advertisers reach the same target audience across more placements—often using consistent targeting, bidding, and reporting rules—without negotiating individually with each publisher.
Asset Swapping is the practice of replacing one or more creative or experience “assets” in a live campaign—such as images, headlines, CTAs, formats, or landing-page elements—without rebuilding the entire campaign from scratch. In **Paid Marketing**, it’s used to improve results faster by iterating on what the audience actually responds to, especially in **Display Advertising** where creative fatigue, placement variability, and audience segmentation can quickly change performance.
App Exclusion is a targeting and brand-safety control used in **Paid Marketing** to prevent ads from appearing inside specific mobile apps (or app categories) within **Display Advertising** inventory. It’s most commonly applied to in-app placements where performance, audience quality, and content suitability can vary widely from one app to another.
An **App Category Report** is a structured view of campaign performance and delivery broken down by mobile app categories (for example: Games, Finance, Shopping, News, or Kids). In **Paid Marketing**, it helps teams understand *where* ads are showing inside apps and *how those contexts perform*—especially when much of the budget is spent through programmatic inventory and in-app placements. In **Display Advertising**, this is one of the most practical lenses for controlling quality, reducing waste, and aligning spend with brand and performance goals.
An **Animated Gif Banner** is one of the simplest ways to introduce motion into **Paid Marketing** without producing full video. In **Display Advertising**, these looping image-based creatives can communicate more than a single static banner by sequencing a message—price, value proposition, product views, and a call-to-action—within a few seconds.
An **Affinity Segment** is a way to group people based on their long-term interests and lifestyle signals—what they consistently read, watch, search for, and engage with over time. In **Paid Marketing**, it’s commonly used to reach audiences who are likely to care about a category (for example, “outdoor enthusiasts” or “business travelers”) even if they haven’t shown immediate purchase intent.
An **Adhesion Unit** is a type of **Display Advertising** placement that “sticks” to the top or bottom edge of the screen while a user scrolls. In **Paid Marketing**, it’s used to maintain persistent visibility without forcing a full-page interruption, which makes it a popular choice for brand awareness and certain direct-response goals.
In **Paid Marketing**, **Ad Size** refers to the physical dimensions and format rules that determine how an ad appears on a screen. In **Display Advertising**, it usually means pixel width × height (for example, 300 × 250), plus related constraints such as aspect ratio, file type, and file weight. Those details sound simple, but they directly influence where your ads can run, how quickly they load, and how likely people are to notice and interact with them.
Ad Fatigue is what happens when people see the same ad too many times and start ignoring it, resisting it, or reacting negatively to it. In Paid Marketing, especially in Display Advertising, repeated exposure is normal because campaigns run continuously and audiences can be reached across many sites and apps. The problem is that repetition doesn’t scale indefinitely: performance often peaks, then decays as the audience becomes desensitized.
Active View is a viewability measurement approach used in **Paid Marketing** to determine whether a **Display Advertising** impression had a meaningful chance to be seen by a real person. Instead of treating every served impression as equal, Active View focuses on whether an ad actually appeared within the visible area of a user’s screen for long enough to count as “viewable.”
Above-the-fold is one of the most practical concepts in **Paid Marketing** because it connects creative, layout, and user attention in the first moments of a visit. In **Display Advertising**, it commonly refers to the ad placements or page content visible immediately when a page loads—before a user scrolls.
Video Completion Rate (VCR) is a performance metric that shows the percentage of video ad views that reach the end of the video. In **Paid Marketing**, it’s widely used to evaluate whether creative and targeting are strong enough to hold attention, especially in **Display Advertising** placements where users are often scrolling quickly and multitasking.
Mobile Rich Media Ad Interface Definitions (MRAID) is a foundational standard for running interactive, HTML5-based rich media ads inside mobile apps. In the day-to-day world of Paid Marketing, it solves a recurring problem: how to let a rich media creative safely “talk to” an app environment so the ad can expand, play video, open a browser, or resize—without every publisher app needing custom code for every advertiser.