Rate card
In practice, for a UK buyer
The paragraph above is the neutral answer. This is the part a vendor glossary leaves out.
Relevant to a small advertiser mainly as a warning: the discount available depends on the volume behind them, which is one of the genuine arguments for buying through an intermediary rather than direct. It is also the reason a published platform fee and a published rate card are different kinds of promise.
What this one connects to
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Take rate
The share of an advertiser's media budget retained by the platform rather than spent on media, whether that share is disclosed or embedded in the price. The word is neutral about disclosure, which is why the useful question is the figure rather than the policy.
CPM
The cost of one thousand advertising impressions, and the standard price unit for advertising bought on attention rather than on action. Television, streaming, audio, out-of-home and cinema are all quoted this way.
More on buying and commercials
How media is transacted and where the money goes. The terms in this group are the ones a fee conversation turns on.
45 minutes. Bring a real brief and we compile it live. You describe one audience and watch it compile into seven targeting specifications, each with the score for how much of the definition survived.
Talk it through