I'm trying to understand the advertising world, the following link helped me. Advertising Glossary.

I've typed out many of the terms to help me remember them. Perhaps it will help you as well:

  • Ad Tag Javascript that coordinates serving of ads to the user.
  • Ad Network and Auction Price Floor. I've understood that ad spots were an auction, I always thought it was one of those strange auctions that benefit the seller the most. I think it was called a Dutch Auction.
  • Creative Refers to a piece of work (graphic or text) that is created, I also think it could mean a person who creates that work too.
  • Daisy chain (Ad Chain) This term seems confusing even after having read the description. The description describes arranging ads by price, but why call it a daisy chain??
  • Discrepancy Another confusing term, I think it means the difference between the clients (viewers) and ad partners (people with ads to serve).
  • DSP Not Digital Signal Processing, but instead Demand Side Platform, apparently a marketplace to sell ad inventory.
  • IAB Interactive Advertising Bureau. I guess this is a Peak Body for advertising industry.
  • Passback Tag Apparently an ad partner can choose to pass on the opportunity to serve an ad. I wonder if they still pay for the space.
  • Revenue Share Model Describes how much of the advertising revenue the publisher gets vs the ad provider. (The publisher is some website, the provider is an exchange like Google's Ad Exchange).
  • RTB (Real Time Bidding) Allows advertisers to bid on ad slots in real time.
  • SSP (Supply Side Platform) Allows publishers to sell their websites inventory to sell.
  • View-ability A "new" metric, will be true if 50% of ads are displayed for atleast 1 second. I wonder how much of a problem very quickly displayed ads were for this metric to be introduced.
  • Volume How many impressions or pageviews a website receives.
  • CPA (Cost Per Action), i.e. the customer must take an action for the advertiser to get paid.
  • CPC (Cost Per Click) CPA where the action is a click.
  • CPM (Cost Per Milli) Confusingly, this is per 1000 impressions, not 1e6 impressions.
  • eCPM (effective CPM) Tries to compensate for impressions that we're actually shown or paid.
  • rCPM (real CPM) A metric that takes into account the impressions that occurred. Apparently not all impressions are paid??
  • ATF (Above The Fold), i.e. the first part of the website.
  • Ad Units The space where an ad is displayed.
  • Banner/Leader board, Rectangle, Tower/Skyscraper Terms to describe the shape of the ad unit.
  • BTF (Below The Fold) Opposite of ATF.
  • Native ads Advertising that blends into the user experience.
  • Rich Media Apparently this is richer advertising, I'm not sure I've encountered these before.
  • Rising Stars A "more standardised" version of Rich Media.
  • Site Skin Creative that appears behind the main content of the page. I think I've seen e-bay do that before.
  • Ad Impression A single ad view, can be purchased.
  • Bounce Rate The percentage of users that click an ad but immediately leave the linked site.
  • Pageview whenever a user loads a page, a pageview occurs.
  • Re-Targeting pixel A unique identifier that tracks user behaviour allowing targeted ads. It's weird that this is called a pixel.
  • Visitor Total count of users visiting a site. Includes multiple visits by the same person.
  • Cachebuster To avoid the browser caching an old ad, the source code is modified by adding a unique number for each site visit, to "bust the cache" so that the new ad is actually served.
  • DMA (Designated Market Area) The actual geographic region that an advertiser wants to advertise in.
  • Flight How long the ads will run for, a time measurement.
  • Frequency Cap The max number of times an ad can be shown to a unique user.
  • Geo-targeting Seems similar to DMA.
  • Invocation code I think this may be synonymous with Ad Tag. Refers to the code placed on a website that "summons" an ad.
  • Line Item A single unit of advertising.
  • Order A group of line items.
  • Roadblock (Takeover) When an advertiser takes over ever available ad spot on a page, this is called a RoadBlock or Takeover.
  • ROS (Run of Site) Not sure about this definition. Seems to mean that you indicate a site to have your ads run on (such as google.com).
  • SOV (Share of Voice) The percentage of a particular advertisers inventory that an advertiser owns during a campaign.