RFP

Impression

Single instance of ad display. 1 person × 5 views = 5 impressions, 1 reach.

Reach

Unique users who saw your ad at least once.

Frequency

Average times each unique user sees your ad. Optimal: 2-4x awareness, 5-8x conversion.

GRP

Gross Rating Point. Reach% × frequency. 80% reach × 3 freq = 240 GRPs.

SOV

Share of Voice. Your impressions as % of total category impressions.

Flight

Time period a campaign runs. Flighting = alternating on/off to stretch budget.

Pacing

Rate of budget spend. Accelerated spends faster; standard distributes evenly.

Dayparting

Scheduling ads for specific hours/days. B2B: weekdays. B2C: evenings/weekends.