A podcast ad recorded into the episode file itself, so it plays for every listener at any time after release. The opposite of dynamic ad insertion.
C
Classified ad
A short, low-priced text ad placed in a newsletter's classifieds section, usually a line or two with a link.
Click-through rate (CTR)
Clicks on an ad or link divided by the number of people who saw it. Newsletter sponsors often judge a placement by clicks per send.
CPA
Cost per acquisition: the sponsor pays for each signup, sale or install the placement produces, tracked by a promo code or link.
CPC
Cost per click: the sponsor pays for each click on the ad link.
CPM
Cost per mille: the price per 1,000 impressions, downloads or subscribers. A newsletter with 20,000 subscribers at a $40 CPM charges $800 per placement.
D
Downloads per episode
How many times a podcast episode is downloaded, usually counted over its first 30 days. It is the base for podcast CPM pricing.
Dynamic ad insertion
Placing podcast ads into episodes at the moment of download, so the same episode can carry different ads for different listeners or dates.
E
Exclusive sponsorship
A deal where one sponsor is the only advertiser in an issue, episode or event, usually priced above a standard slot.
F
Flat rate
A fixed price per placement, independent of how many people see or click it.
H
Host-read ad
An ad the host reads in their own words, on a podcast or video. Sponsors usually pay more for it than for a produced spot.
I
Integration
A sponsor segment built into a video or episode, as opposed to an ad placed before or after the content.
M
Makegood
A free extra placement given to a sponsor when a paid one ran incorrectly or missed its guaranteed numbers.
Media kit
A document describing a property's audience, reach, formats and past sponsors, sent to prospective sponsors.
Mid-roll
A podcast or video ad that plays in the middle of the content. It usually costs more than pre-roll or post-roll.
O
Open rate
The share of newsletter recipients who open an issue. Sponsors use it with the subscriber count to estimate impressions.
P
Post-roll
An ad that plays after the podcast or video content ends.
Pre-roll
An ad that plays before the podcast or video content starts.
Primary placement
The top sponsor slot in a newsletter issue, usually above the first story. It carries the highest price in the issue.
Promo code
A discount code given to an audience so the sponsor can attribute sales to the placement.
R
Rate card
A property's list of ad formats and their prices.
S
Sponsor deck
A short presentation pitching a property to sponsors: audience, formats, prices and results from past placements.
Sponsorship package
A bundle of placements sold together, such as four newsletter issues plus one social post, at one price.
U
UTM parameters
Tags added to a link's URL (utm_source, utm_medium, utm_campaign) so the sponsor's analytics can attribute visits to a specific placement.