Since I have a lot of problems using the same terms for the same things consistently, here a shortlist of what is named what. Don’t hesitate to remind me in case I use something wrong or invent something new that already has a term.

Ad Impression

Ad impressions are a measurement of loaded ads that are getting displayed by the user browser. Their number can be affected by ad-blockers and bots.

Ad rotation

Ad rotations are an effective way to test different ads against each other or to show multiple ads at the same position on your site. Advanced Ads offers different options to rotate ads, such as with each new page view, as a slider, or as a continuously reloading ad group. Learn more about all these options in our tutorial about ad rotations.


The ads.txt file should allow advertisers to check if a specific publisher allowed a media agency to sell ad space, also called digital inventory, on their site. Many ad networks, including AdSense, are asking publishers to add their credentials to an ads.txt file. Advanced Ads can create the ads.txt automatically for you. If you are looking for more background information about this file, be sure to check out our ultimate ads.txt guide.

Ad type(s)

Ad types define the kind of an ad, e.g., a content ad type has a text editor field, but no other options. See all available ad types at a glance.

Ad Unit

An ad unit is an ad that you create with Advanced Ads.

Archive pages

WordPress automatically generates archive pages with lists of articles that belong to a specific taxonomy like a particular category, a tag, or an author. Advanced Ads detects all existing taxonomies, including custom ones, automatically and provides dedicated display conditions.

A practical example is the “Sport” category of a website. You can display an ad on all posts that belong to the “Sport” category with the categories condition. But if you want to target the “Sport” category page itself, containing all available posts of that category, you must apply the archive: categories display condition.

Display Condition

You can define specific display conditions for your ads to target them to specific content in your frontend. These display conditions include, for example, tags, categories, taxonomies, authors, URL parameters, or the age of the post. Here you can find all available display conditions at a glance.

Fallback Ads

There are multiple names for this kind of technique, like house ads, passback ads, or backfill ads. Fallback ads don’t have restrictive visitor or display conditions and show up if none of the priory ads from a group match. This tutorial explains how to configure ad setups with fallback ads.

Frequency Capping

Frequency capping means the restriction of the delivery of specific ads to individual users. It determines whether the user should see a banner, for example, only once or several times. The advertising marketing is more efficient with frequency capping. The user usually only clicks once on the same ad, and ads from other advertisers can then be rolled out instead. If you want to use frequency capping for specific ad units, we recommend adding the visitor condition “max. ad impressions” to those ad units.

ID Prefix

The prefix of IDs (and also classes) given to elements generated by Advanced Ads. By default, the ID prefix consists of the first 5 letters of your URL. It can be changed at Advanced Ads > Settings > General > ID prefix.

Interstitial Ads

Interstitial ads are displayed while navigating between two subpages, e.g., when you open a new post from a homepage or an archive page. This behavior distinguishes this ad format, also known as a page-to-page ad, from pop-up ads, native ads, or banner ads.

Here you can find instructions on how to integrate this format into your WordPress site.

Page Impression

A page impression happens anytime when a page is getting loaded through a browser. When you navigate to a different page or even use your back button, each time you load that page counts as one page impression.


Ad type-specific attributes of an ad, e.g., the content


Placements are configurable positions on your website where you can automatically insert ads or ad groups. Using placements offers several advantages over inserting ads manually. For example, certain features such as lazyloading or the AdBlocker feature only work at the placement level. Besides, integrated ads can be managed much more clearly from the placement page without having to modify templates or existing content. See all available placements on this page.

Visitor condition

You can define specific visitor conditions for your ads to target them to particular users. These visitor conditions include, for example, browser language, browser width, referrer URL, geolocation, cookies, devices, or the individual user role. Here you can find all available visitor conditions at a glance.