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Media glossary

Terms from media and advertising effectiveness – briefly explained, from the buy side’s point of view.

A

  • Ad inventory inflation

    ad space inflation · inventory inflation

    Ad inventory inflation is the constant growth in the number of ad placements, above all in digital media, where space and time hardly have limits. The more advertising competes for the same …

B

  • Buy side

    buy-side

    The buy side is the buying side of the advertising market: advertisers and everyone who plans and buys media exclusively on their behalf. Opposite it is the sell side – sales houses, publish…

C

  • CPM

    cost per mille · TKP

    The CPM (cost per mille, German: TKP) states what it costs to reach 1,000 contacts with an ad. It is the most common price and comparison metric in media buying: cost divided by contacts, ti…

I

  • Incrementality

    incremental

    Incrementality is the part of a result – such as sales or new customers – that is actually caused by an advertising measure and would not have happened without it. It is measured against a c…