Adtech Glossary

A/B testing, or split testing, is standard practice in digital marketing. It is a method used to compare two versions of an advertisement or a webpage to determine which performs better in achieving a specific goal or objective. The plan could be increasing click-through rates, conversions, or user engagement. A/B testing allows advertisers and marketers […]

Above the Fold pertains to the initial content section users see upon landing on a webpage. Usually, people measure this section as the top 600 pixels from the webpage’s upper edge to the bottom of the user’s browser window. While its size may fluctuate depending on devices and browser preferences, it typically represents valuable content […]

Account-Based Marketing is a strategic marketing technique that targets specific high-value accounts or companies rather than a broad audience. In ABM, marketing and sales teams work closely to create personalized and highly targeted campaigns catering to individual target accounts’ unique needs and interests. Account-Based Marketing is especially useful for B2B companies or those focusing on […]

An ad audience refers to a specific group of individuals or users targeted to receive a particular advertisement based on specific criteria. Advertisers and marketers use ad audiences to ensure that their ads are delivered to the most relevant and interested users, increasing the chances of achieving their advertising goals. Advertisers can optimize their ad […]

An ad blocker is a software application or browser extension that prevents advertisements from being displayed on websites or other digital platforms. Its primary function is to eliminate or obstruct various forms of advertising, including banner ads, pop-up ads, video ads, and sponsored content so that users can browse the internet without interruption. Ad blockers […]

Ad blocking refers to the practice of using software or browser extensions to prevent advertisements from displaying on web pages and in other digital content. Ad blocking tools identify and block the code or scripts that deliver ads to a user’s device, preventing ads from loading and displaying.

An ad budget refers to the specific amount of money an advertiser or company allocates to spend on advertising activities within a given period, typically a campaign or a fiscal year. The ad budget plays a crucial role in planning and executing advertising strategies, as it determines the resources available to reach the intended audience […]

Ad budget optimization refers to the process of strategically managing and distributing advertising budgets across different campaigns, channels, or ad placements to achieve the best possible return on marketing investment (ROMI) and overall performance. Ad budget optimization aims to ensure advertisers use the allocated ad spend efficiently and effectively, maximizing the impact of their advertising […]

An ad call, or an ad request, is a signal transmitted from an ad slot or ad unit on a publisher’s website to an ad tech platform. The primary objective of this ad call is to kickstart the sequence of events that ultimately results in an advertiser’s ad content being delivered to the website and […]

An ad campaign, short for an advertising campaign, refers to a coordinated series of advertisements and promotional activities designed to achieve specific marketing objectives within a given time frame. It involves strategically planning, creating, and implementing various promotions across multiple channels to deliver a consistent message to a target audience. Typically, companies develop ad campaigns […]

Ad campaign optimization is the systematic process of fine-tuning advertising campaigns to attain specific business goals. This involves making strategic adjustments to various elements to enhance performance. Ad campaign optimization strategies include improving keyword usage efficiency, refining audience targeting, employing dynamic search ads, and creating compelling ad copy to achieve desired business outcomes.

Delivery, in advertising and ad tech, is interchangeable with publish and serve. It is employed to characterize the event of an advertisement reaching a publisher’s platform at the hands of an advertiser. Ad delivery occurs when an advertiser acquires an ad unit through one of the numerous methods of media procurement found in digital advertising.

Ad delivery refers to the process of displaying advertisements to users through various digital channels, such as websites, mobile apps, social media platforms, and more. It involves the systematic placement and presentation of ads to target audiences in accordance with advertising campaigns and strategies.

By ad exchange, we understand an automated programmatic marketplace that contributes to the buying and selling of online advertising inventory in real-time through an auction-based system. It is a platform where advertisers’ and publishers’ needs are connected efficiently and transparently. Ad exchanges revolutionized the ad-buying process by introducing programmatic advertising, which relies on automated technology […]

Ad extensions are additional information that advertisers can include in their online advertisements to provide users with more context and value. These extensions come in various formats, such as text, links, or multimedia elements, and emphasize particular attributes, promotions, and contact particulars or guide users to specific website sections. Ad extensions play a pivotal role […]

An ad group comprises a collection of individual advertisements strategically grouped within a paid search campaign. These ad groups serve as a means to categorize and oversee ads that revolve around common themes, targeting criteria, and landing pages. The principal objective behind employing ad groups is to establish a well-organized and understandable structure for an […]

An ad impression occurs when an advertisement appears on a web page or mobile app. It represents a single instance of showing an ad to a user. When an ad impression happens, it indicates that the ad has loaded and is viewable to the user, although it does not guarantee that the user has seen […]

Ad injection, often called adware or malicious ad injection, is a deceptive advertising practice where advertisements illegitimately infiltrate a publisher’s website through malicious software. This form of impression ad fraud involves the introduction of new ads or substituting existing ones while users are engaged in their web browsing sessions. Consequently, ad injection allows third-party applications […]

Ad inventory, or advertising inventory, encompasses the aggregate advertising opportunities a publisher can provide advertisers. These opportunities contain spaces on websites, mobile platforms, applications, and even videos. These designated spaces serve as the hosting grounds for displaying advertisements to users and can resemble the prime real estate of the online advertising ecosystem. Traditionally, advertisers determine […]

Ad markup pertains to the code responsible for rendering an ad creative on a webpage. This code, constituting the ad creative’s markup, is occasionally called the ad payload. Markup denotes code instructing a web browser to present a web page’s text and visuals. We term the code enclosed within angle brackets as elements, while we […]

Ad mediation is a technology-driven solution that empowers publishers to make their ad inventory available to numerous advertisers through mediation platforms. The objective is to enhance ad monetization by boosting the effective cost per mille (eCPM), increasing display ad fill rates, and improving overall efficiency. Typically, ad mediation platforms streamline and optimize the search for […]

Ad metrics are a set of quantifiable measurements and data points used in digital advertising to assess the performance and effectiveness of advertising campaigns. These metrics give advertisers, publishers, and marketers valuable insights into their ads’ performance and whether they achieve their intended objectives.

Ad networks are enterprises managed and run by individuals. They act as intermediaries, streamlining media transactions between publishers and advertisers. In contrast, ad exchanges are automated technology platforms that handle this process without human involvement. The primary function of ad networks is to consolidate the advertising space of various publishers, subsequently offering this consolidated inventory […]

Ad ops refer to services that oversee digital ad sales online. These ads predominantly appear as banner ads on websites, with additional formats such as video or audio ads on streaming services. The technology used in ad operations connects websites with available ad space to advertisers seeking to purchase ad placements. Most digital ads are […]

An ad pod refers to a cluster of advertisements strategically arranged to be aired consecutively during a single advertising interruption or placement, resembling the concept of ad breaks seen in traditional linear television. Ad pods empower publishers to optimize their earnings from each advertising pause and grant advertisers more significant influence over the placement of […]

Ad position denotes the placement of an advertisement within the list of sponsored search results presented by a search engine. This positioning is influenced by both the bid amount and the quality score of the advertisement, directly impacting the ad’s visibility and overall effectiveness. In a pay-per-click advertising model, securing higher ad positions typically correlates […]

Ad rank is a metric employed in pay-per-click advertising to assess an advertisement’s placement and prominence on the search engine results page. This metric is determined by a variety of the bid amount and the quality score of the advertising, with higher ad ranks resulting in superior ad placements and heightened visibility for the ad.

Ad recall serves as a valuable research metric, gauging a customer’s ability to recall encountering a specific brand or product through a designated channel, such as display ads, mobile platforms, or CTV/streaming devices.

An ad refresh is an automated procedure wherein an ad unit reloads on a webpage, triggered by predefined criteria established by a publisher. These criteria may include user actions, scroll-depth, or the time spent on the page. When an ad refresh occurs, it generates a fresh ad impression, facilitating another round of bidding, particularly in […]

Ad relevance is the pivotal factor determining how well an advertisement aligns with the interests and needs of the consumer who encounters it. In the realm of pay-per-click advertising, ad relevance is a crucial element in gauging the triumph of a campaign. PPC advertising charges advertisers for each user who clicks on their ads. The […]

Ad revenue optimization is a process that involves crafting and delivering user-centric ads while leveraging data to experiment with ad layouts and types, all to enhance the user experience and boost click-through rates. This process highlights the ideal equilibrium between advertising expenses and revenue generation. It encompasses fine-tuning diverse facets within ad campaigns, including optimizing […]

Ad rotation is the practice of showcasing various ads to a particular audience or a designated group of users over a set time frame. Advertisers frequently employ this technique in pay-per-click advertising initiatives, competing for keywords and incurring charges with each ad click. Ad rotation serves as a valuable tool enabling advertisers to experiment with […]

Ad scheduling, a prominent feature in PPC advertising, empowers advertisers to precisely dictate the days and times when their ads will appear. This precision enables advertisers to focus their ad campaigns on the most opportune moments, enhancing the likelihood of conversions while optimizing their advertising budget. In PPC advertising, advertisers engage in keyword bidding to […]

By ad server, we understand a technology platform that is the central system responsible for managing and delivering digital advertisements to target audiences on websites, mobile apps, or other digital channels. Ad servers play a critical role in the ad ecosystem, as they handle the complex ad delivery process, tracking, and reporting for advertisers, publishers, […]

An ad slot is an actual space within a website where advertisements are displayed. To populate this space with an ad on a web page, it includes an ad tag, facilitating communication with the ad server and determining which creatives to present. Publishers strategically position ad slots in specific locations on a webpage where they […]

Ad space pertains to the area an advertisement occupies within an ad slot. Although advertisers often use ad space and ad slots interchangeably, these terms are not synonymous. To illustrate this concept, consider a TV: the solid plastic structure and frame represent the ad slot, while the screen area enclosed within the frame, where movies […]

An ad tag is a code snippet inserted into an ad slot to facilitate the display of an advertisement. Various ad tag types exist, encompassing HTML or IMG, JavaScript, iframe, and SafeFrame ad tags for display and mobile, as well as VAST and VPAID ad tags for video content. The primary objective of an ad […]

Ad targeting is a process that involves advertisers specifying the characteristics of the preferred user profile for delivering advertisements. In the process of determining the criteria for ad targeting, user attributes may encompass demographic data like age, gender, marital status, geographical location, profession, and income level, among various other factors.

Ad tech, short for advertising technology, refers to the use of technology, tools, and platforms to automate and optimize the process of buying, selling, delivering, and analyzing digital advertising. Ad tech is an industry at the intersection of advertising and technology that brings together advertisers, publishers, and technology companies that develop advertising solutions encompassing various […]

Ad tracking is a process that entails the collection of data and user insights regarding the effectiveness of online advertising campaigns. Advertisers have a variety of methods at their disposal for gathering this information, including tracking URLs, tracking pixels, and cookies. Advertisers accumulate data such as an online user’s search history and previously visited websites. […]

Ad trafficking is a process that encompasses the complete transformation of an ad campaign’s blueprint into a live digital ad campaign. This process can contain tasks such as generating and uploading ad creatives, choosing advertising inventory sources, managing ad placements within specific zones, setting timeframes, and configuring ad servers.

An ad unit, sometimes called an ad placement, denotes a singular ad position, area, or slot within a publisher’s website, app, or other platform. Simply put, an ad unit serves as a designated spot to display an advertisement. Each ad unit managed by a publisher comes with specific requirements, encompassing dimensions and acceptable ad formats […]

Ad verification is a process that encompasses a comprehensive range of procedures aimed at ensuring that displayed ads reach websites and specific placement locations that align with the defined criteria of an advertising campaign. These verification processes scrutinize various factors, including the website’s hosting location, its domain, the contextual relevance of the webpage, the ad’s […]

AdChoices represents a self-regulatory body overseen by the Digital Advertising Alliance across the United States, Canada, and Europe. Its core mission revolves around enhancing the transparency of online behavioral advertising processes. This is achieved by furnishing users with insights into utilizing their information for personalized ad targeting. AdChoices advocates for advertising enterprises to adopt and […]

Addressability is the ability to precisely target and deliver advertising content to specific audiences or individuals based on various attributes and data points. Addressable advertising allows advertisers to tailor their messages to reach particular demographic groups, user behaviors, interests, or other characteristics rather than broadcasting the same ad to a broad and undifferentiated audience. Addressability […]

Addressability refers to the ability to deliver targeted and personalized advertisements to specific individuals or groups of individuals. Addressable advertising relies on data and technology to determine and get the most suitable audience for a particular ad campaign. This contrasts traditional, non-addressable advertising, which often involves broadcasting the same message to a broad and potentially […]

Ads.cert is an enhancement designed to complement the functionality of “ads.txt,” a file publishers incorporate into their website(s) to indicate their trusted partners within the ad tech ecosystem. The primary goal of Ads.cert is to diminish fraudulent activities and amplify transparency in programmatic advertising. It verifies a publisher’s ad inventory through cryptographic signatures on bid […]

Ads.txt (or Authorized Digital Sellers) is an initiative in the digital advertising industry that helps combat fraud and unauthorized selling of ad inventory. Publishers place a simple text file on their websites to publicly declare the authorized sellers or resellers of their digital advertising inventory. The purpose of Ads.txt is to create transparency and provide […]

AdSense is an advertising platform crafted by Google to empower website owners to exhibit precisely targeted advertisements on their web pages. In return, they receive some revenue generated from clicks on these ads. Conversely, advertisers entrust Google with creating and administrating their ad campaigns, aiming to reach their intended audience by pinpointing specific keywords and […]

An adtech platform is a software solution employed for the automation of online advertising’s purchasing, selling, and measurement processes.

Advanced TV refers to the evolving landscape of television advertising beyond traditional linear TV advertising and incorporates more sophisticated, data-driven, and targeted advertising methods. Advanced TV leverages digital technologies and data to deliver ads to specific audiences on connected TV platforms, over-the-top (OTT) devices, and other internet-enabled television services. Advanced TV becomes a powerful tool […]

An advertisement is a mode of conveying information in the form of audio, visual, or textual content strategically showcased within an application or website. Its fundamental purpose is to foster the promotion of a product, service, or the overarching brand identity of a company. This promotional message is a cornerstone of the advertising process, engineered […]

An advertiser is an entity interested in acquiring advertising space to showcase their advertisements to a specific audience. Within the ad tech ecosystem, advertisers play a pivotal role as they create demand for ad inventory, enabling publishers (the providers of digital ad space) to generate revenue from their websites.

An advertising agency is a firm that offers services related to the conception, strategy, and execution of advertising initiatives. Additionally, they may oversee various promotional and marketing activities on behalf of their clients. Typically, advertising agencies operate as autonomous external entities that collaborate with diverse clients, including businesses, multinational corporations, nonprofit organizations, and other agencies.

Advertising management is a process that involves the intricate utilization of various tools and software to promote a product or service effectively. This multifaceted process commences with the application of marketing research and diverse media campaigns designed to facilitate product sales. With proficient advertising management, an advertising campaign may yield more audience engagement and evoke […]

Advertising-Supported Video on Demand (AVOD) refers to video streaming services available to users at no cost, with their revenue primarily derived from advertising placements. In the AVOD model, each view contributes a modest income, making it particularly appealing to content creators who can amass a substantial viewership and consistently offer a significant content volume. Success […]

Affiliate marketing is a strategy in which content creators or publishers earn commissions by promoting products or services offered by retailers or advertisers. The affiliate partner receives compensation for delivering specific outcomes to the retailer or advertiser. Marketers achieve this by utilizing a tracked affiliate link to endorse the product or service. Traditionally, affiliates receive […]

An affiliate network is a well-established platform that connects brands and publishers. This platform allows publishers such as bloggers and influencers to promote their offerings. Companies utilizing this network browse it to find affiliates who can effectively showcase their brand’s products and services. Typically, publishers collaborating with these companies are provided with digital cookies to […]

An agency trading desk, often abbreviated as ATD, occupies a central position in programmatic advertising. It functions as a programmatic media planning and purchasing division within a traditional advertising agency. Additionally, some agency trading desks also manage data and audience-related operations. It’s worth noting that most agency trading desks adopt a DSP-agnostic approach, meaning they […]

AI marketing refers to harnessing the capabilities of artificial intelligence to refine and improve diverse facets of marketing. This approach harnesses data-driven insights and automation to heighten marketing campaigns’ efficiency, personalization, and effectiveness. In digital marketing, AI finds significant utility, especially in situations where speed is of the essence. AI marketing tools leverage customer data […]

An analytics suite is a dedicated segment within a software application that enables users to interpret data gathered from one or multiple interconnected platforms. These suites frequently provide tools for visualizing data simplifying the process of analyzing and disseminating information. Both publishers and advertisers commonly employ customized analytics suites within their ad tech platforms.

An API (application programming interface) means a coding concept facilitating communication between software platforms. It often plays a crucial role in harmonizing and exchanging data among two or more platforms. In the ad tech domain, APIs play a pivotal role in enabling various platforms utilized by advertisers, publishers, and third parties to connect and interact […]

Application Delivery Management (ADM) refers to the technologies used to optimize and manage the delivery of advertising content and applications across various digital channels. It encompasses a range of activities to ensure that digital ads and applications are delivered efficiently, reliably, and with high performance to target audiences. ADM is critical for providing a seamless […]

Artificial Intelligence (AI) is an artificial simulation of human intelligence in computers and other machines. It involves the development of computer programs and systems that can complete tasks that typically require human intelligence, such as comprehending natural language, recognizing patterns, solving complex problems, learning from experience, and making decisions. AI encompasses various techniques and approaches, […]

Attribution, often called conversion attribution, entails linking a user’s action to its initial source. This concept is vital for enabling payment models like CPA to operate effectively. For instance, when a user clicks on an advertisement and subsequently selects a special offer on a website, culminating in a purchase, attribution enables us to credit the […]

Attribution in marketing and advertising refers to assigning credit to various marketing channels, touchpoints, or activities that contribute to a desired outcome or conversion. It involves identifying and understanding the impact of each marketing effort on a customer’s decision to take a straightforward action, such as making a purchase, filling out a form, or signing […]

In programmatic advertising and marketing, an auction is the real-time bidding process to buy and sell digital ad inventory. It is an automated and dynamic auction system where advertisers compete for ad impressions in real time, with the highest bidder winning the opportunity to display their ad.

In programmatic advertising and marketing, an audience is a specific group of people who share common characteristics, interests, or behaviors. It represents a targeted population segment marketers aim to reach with their advertising messages and campaigns.

Audience extension represents a strategy publishers employ to generate revenue from their websites by aiding advertisers in reaching their target demographics. To achieve this objective, publishers integrate audience extension technology into their websites. Through this integration, publishers can utilize cookies to collect data about their website visitors and subsequently share this valuable information with interested […]

Audience segmentation, or user segmentation, involves grouping users who share common characteristics into distinct lists. In advertising, marketers often create audience segments using personally identifiable information, historical user behaviors, and additional factors such as the individual’s device.

Audience targeting is the strategy of pinpointing and engaging a precise group of individuals who are highly inclined to be interested in the advertised product or service. This method encompasses diverse criteria like demographics, geography, psychographics, and behavioral data to craft targeted audience segments, enabling advertisers to optimize ad performance by presenting their ads exclusively […]

Audience validation is a brand metric report assessing the alignment between the intended audience composition and the campaign reach within that demographic. This metric verifies whether a marketing budget effectively targets the desired audience by comparing the campaign’s exposure to the demographics of the audience it reaches.

An audio ad, or an audio commercial, is a form of advertising primarily delivered through audio channels, such as radio, streaming music platforms, podcasts, and other audio content. Its purpose is to convey a marketing message or promote a product or service to the audience through audio content. Audio ads typically consist of spoken words, […]

Auto-tagging is a functionality provided by certain pay-per-click (PPC) advertising platforms, which automatically appends tracking tags to the URLs of an advertising campaign. These tags, commonly called UTM (Urchin Tracking Module) parameters, furnish details regarding the ad click’s origin, medium, and content. This feature empowers advertisers to enhance their campaign performance monitoring and analysis precision.

Automatic bidding is a functionality provided by numerous online advertising platforms, enabling advertisers to configure their campaigns for automatic bid adjustments to optimize their chances of securing ad placements. Advertisers specify a maximum bid amount, and the platform then autonomously fine-tunes bids, either upward or downward, taking into account several factors, such as auction competitiveness […]

Automatic placement is a process that employs automated algorithms to determine the specific locations for advertising a website or mobile app. Advertisers frequently use this placement method in pay-per-click (PPC) advertising, engaging in keyword bidding and making payments for each click their ad receives.

The average position is a fixed metric that indicates how your ad typically ranks compared to other ads, and this ranking determines the sequence in which ads appear on the page.

Awareness is the point at which a consumer becomes acquainted with a brand’s product or service. Awareness campaigns empower marketers to place their brand in front of potential customers through messaging that grabs their attention. When examining the marketing funnel, this represents the initial interaction with new consumers as they embark on their customer journey.

An awareness campaign is a form of advertising that seeks to inform people about the presence of a brand or product. It’s a strategic approach aimed at boosting visibility and capturing attention for a cause or brand. Advertisers use such campaigns to connect with like-minded individuals, educate potential customers, and generate new contacts and support.

Badv is the BidRequest attribute of the oRTB specification from IABtechlab, a BidRequest object that indicates a block list of advertisers by their domains.

A banner ad is an online advertisement presented in a rectangular or square-shaped format on websites, mobile apps, or other digital platforms. It is a widely recognized and frequently encountered form of online display advertising. Typically, banner ads incorporate a blend of text, images, and occasionally animation or interactive features. They aim to attract users’ […]

Banner blindness is the phrase used to describe when visitors to websites or users of digital platforms deliberately or unintentionally disregard or fail to notice banner ads, leading to limited interaction and low click-through rates. This phenomenon is widespread in online advertising and is primarily driven by the growing prevalence and abundance of banner ads […]

Bcat is the BidRequest attribute of the oRTB specification from IABtechlab, a BidRequest object that indicates blocking advertiser categories according to the specified category taxonomy.

Beacon marketing refers to a proximity marketing channel employed by businesses to engage and interact with consumers strategically. A compact hardware device called a Bluetooth beacon initiates this interaction. These devices transmit rich notifications triggered by location to nearby smartphones. The interaction between retailers and consumers offered by beacons came at the perfect time. Consumers […]

Behavioral advertising, sometimes directed to targeted advertising, is an advertising approach that utilizes data on individuals’ online and offline behavior and preferences to provide them with more pertinent and personalized advertisements. This method involves gathering information about user’s online activities, including the websites they visit, their searches, the content they consume, their location, IP addresses, […]

Behavioral data refers to the data gathered concerning the activities of online users, such as their previous searches, browsing history, website dwell time, clicked advertisements, and other details regarding their engagements with the website.

Behavioral targeting means the method of using data and information about users’ online behavior to deliver targeted advertisements. It involves tracking individuals’ actions, interests, and preferences as they browse the internet and then using this data to display ads relevant to their interests and behaviors.

Below the fold is a term that describes a web page or document section that isn’t immediately visible upon loading the page or opening the document. The fold signifies the location on a webpage where the lower edge of the user’s screen or browser window cuts off the content, and scrolling is required to make […]

A bid refers to the monetary amount an advertiser is willing to pay for a specific ad impression in an auction-based environment. When an ad impression becomes available for auction, advertisers participate by submitting bids, indicating the maximum amount they are willing to pay to display their ad to the targeted audience.

Bid caching involves retaining essential bid details for potential use if the initial real-time bidding request doesn’t yield the desired outcome. In simple terms, bid caching repurposes a previously submitted bid from one auction for future auctions. If your initial bid doesn’t succeed, you can apply the stored bid in a subsequent auction, potentially with […]

Bid depth denotes the number of bids placed by an advertiser or demand-side platform for a particular ad impression in a real-time bidding auction. It serves as an indicator of the level of competition and the level of interest in a specific ad placement.

Bid eCPM is the average media purchase rate determined by computing the Effective Cost per Thousand impressions (eCPM). Bid eCPM = (Total Bid Amount / Total Impressions) x 1,000 In this formula, “Total Bid Amount” signifies the advertiser’s commitment to paying for a specific number of ad impressions, while “Total Impressions” denotes the overall count […]

Bid management is a pivotal component of every triumphant PPC campaign. It entails strategically establishing keyword bids to refine ad expenditures and augment return on investment (ROI). Bid management can be intricate and time-consuming, necessitating meticulous evaluation of multiple variables such as the target demographic, competitive landscape, and budget allocation. Nevertheless, armed with the appropriate […]

A bid request refers to a code snippet that becomes active upon the arrival of visitors to a web page with advertising spaces. Its core purpose is to gather valuable user information. This data empowers demand partners to deliver highly pertinent and customized advertisements to the user, making it a pivotal phase within programmatic advertising. […]

A bid response is a reply provided by an advertiser or their demand-side platform (DSP) in response to a bid request for an ad impression. Multiple advertisers or DSPs can submit bids when an ad exchange or supply-side platform (SSP) sends an auction request for an available ad impression. A bid response typically includes the […]

Bid shading, a strategy employed in programmatic advertising, especially within real-time bidding (RTB) auctions, aims to find an equilibrium between securing ad impressions and avoiding excessive expenditure. This method entails modifying the bid amount for an ad impression, considering that specific impression’s perceived worth.

A bidder is a component of a DSP (demand-side platform) that receives and processes bid requests from a (demand-side platform). This bidder component obtains and processes bid requests from a publisher’s SSP (supply-side platform). Upon receiving a bid request, the bidder within a DSP undertakes the task of submitting a bid on behalf of an […]

Bidding strategy refers to the approach advertisers take to determine the amount they are willing to pay for ad placements in real-time bidding auctions. Bidding strategies involve determining how much an advertiser is willing to bid for each ad impression based on various factors, such as the value of the impression, the advertiser’s budget, campaign […]

Bidstream data contains information generated during real-time bidding (RTB). When an ad impression becomes available for auction, bidstream data includes various details about the impression, user, and context, passed to the demand-side platforms (DSPs) and advertisers participating in the auction. Bidstream data can contain a wide range of information, including impression details, user data, contextual […]

Billable impressions refer to the number of ad placements eligible to be billed to the advertiser or the buyer. These impressions indicate when an ad is served and holds the potential for user viewing. The term “billable” indicates that these impressions are valid opportunities for the advertiser to display their ad, and they may be […]

A blacklist refers to a list of specific websites, apps, or ad placements that advertisers or brands have chosen to exclude from their ad campaigns. Unlike a whitelist, which includes pre-approved sites where ads are allowed to appear, a blacklist is a list of places where advertisers do not want their ads displayed. The primary […]

Bot traffic is automated or non-human interactions with online content, websites, or ads. Computer programs known as bots generate these interactions rather than real human users. There are some instances where bot traffic can be useful, such as when search engine crawlers index web pages for search engines. However, in the adtech industry, bot traffic […]

Bounce rate is a metric that estimates the percentage of website visitors who are out from a website after viewing only a single page without engaging with any other pages on the site. In other words, it represents the percentage of visitors who “bounce” off the website without engaging further. Analyzing bounce rate alongside other […]

Brand advertising is a promotional approach to foster recognition and enhance customer loyalty for a brand, product, or service, thereby fortifying its identity. It encompasses a spectrum of conventional advertising methods, including those in the realm of social media advertising and search engine advertising. Brand advertising is a protracted endeavor, with its effects not manifesting […]

Brand familiarity refers to consumers’ awareness and recognition of a particular brand. It measures how familiar or well-known a brand is among its target audience. The more frequently consumers encounter a brand’s message and visual identity across different platforms, the more likely they are to become familiar with the brand. Companies aim to increase their […]

Brand favorability refers to consumers’ positive perceptions and attitudes toward a brand. It measures how much consumers like, trust, and have a favorable opinion of a brand based on their experiences, interactions, and exposure to its marketing efforts. Building brand favorability is crucial for advertisers and marketers because it directly impacts consumer behavior and purchase […]

Brand lift is the evaluation of how an advertising campaign influences essential brand metrics and consumer behavior. It involves measuring changes in consumer perception, awareness, attitudes, and actions resulting from exposure to a specific advertising message or campaign. When advertisers launch an ad campaign, their goals often include increasing brand awareness, enhancing brand favorability, driving […]

Brand safety refers to the measures and practices taken by advertisers, publishers, and ad platforms to protect their brand’s reputation from association with harmful, inappropriate, or controversial content. It is a critical concern in the digital advertising ecosystem, where ads can appear on various websites, apps, and content platforms. The online environment is vast and […]

The broad match modifier is a keyword matching choice within search engines, enabling you to expand your ad reach by making them eligible for close variants of your broad match keywords. The broad match modifier balances the wide reach of traditional broad match keywords and the specificity of exact match or phrase match keywords. It […]

BVOD, or Broadcaster Video on Demand, is a delivery model of video content produced and published by traditional broadcasters available online and on demand. BVOD offers top-notch content to viewers for free, with most BVOD platforms including advertisements within their content to generate revenue. The uptake of BVOD has experienced a remarkable surge in popularity […]

Browser fingerprinting is a method employed to gather and analyze diverse data from a user’s web browser to generate a distinct identifier or “fingerprint” specific to that browser. People use browser fingerprinting for various purposes, such as ad targeting, website analytics, fraud detection, and personalizing online content. Unlike cookies, which users can clear, browser fingerprints […]

Bulk editing refers to the capability of modifying multiple line items within a single campaign or across multiple campaigns simultaneously. Bulk editing frequently applies in content management systems, databases, and other scenarios demanding extensive data manipulation. It streamlines the procedure for implementing modifications across multiple items, guaranteeing the accuracy and currency of data.

The burl is a billing notice URL called by the exchange when a winning bid becomes billable based on exchange-specific business policy (e.g., typically delivered, viewed, etc.).

A buyer ID is a unique identifier assigned to a specific buyer or advertiser in the digital advertising ecosystem. This identifier helps distinguish and track individual buyers or advertisers participating in various advertising transactions, such as programmatic advertising. Advertisers use Buyer IDs to streamline buying and selling ad inventory across various platforms, exchanges, and marketplaces. […]

A buyer persona is a marketing concept used by advertisers, marketers, and ad agencies to understand and connect with potential customers. It involves creating a semi-fictional representation of the ideal customer or target audience segment. Advertisers can customize their ad messages and content by developing well-defined buyer personas to resonate with specific customer groups. Understanding […]

Buyer-Side Platform, also known as a Demand-Side Platform (DSP). This is a technology platform advertisers and agencies use to manage and optimize their digital advertising campaigns. BSPs provide advertisers real-time tools to purchase and manage ad inventory across multiple ad exchanges, publishers, and other sources. The primary function of a buyer-side platform is to facilitate […]

A click refers to an action taken by a user when they interact with an ad or a link, typically by clicking on it using a mouse or tapping on it with their finger on a touchscreen device. Clicks are an essential metric in advertising and marketing campaigns as they indicate user engagement and interaction […]

Click conversion refers to a conversion that the system records only when a user clicks on the displayed ad associated with that impression. Click conversions can only be traced using the “last click” method, considering the most recent click that occurred before the conversion event.

Click fraud means the practice of intentionally clicking on pay-per-click advertisements to inflate website earnings or deplete a business’s advertising budget. It stands apart from invalid clicks, which may be repetitive or initiated by the ad’s host/publisher, as it is purposeful, malicious, and lacks any prospect of leading to an actual sale. This deceptive tactic […]

Click injection is a tactic cybercriminals employ to victimize Android users who utilize mobile apps, particularly those featuring in-app advertisements. In this malicious scheme, hackers embed harmful code into the app, causing a substantial surge of ad clicks whenever someone launches the app. The primary objective of this assault is to amass profits for the […]

Click spam represents an online fraudulent activity wherein spammers inundate ads with an extensive volume of counterfeit clicks to generate income for the advertiser. This form of click fraud poses a significant concern for online advertisers, as it can result in squandered ad expenditures and a diminished return on investment (ROI). Online advertising platforms have […]

Click-Through Rate (CTR) refers to a digital advertising metric that estimates the percentage of users who click on a specific link or call-to-action in an advertisement, landing page, or email relative to the total number of users exposed to the ad. Advertisers and marketers commonly use CTR to evaluate online advertising campaigns’ effectiveness and engagement […]

Clickbait refers to online content elements like headlines, article titles, thumbnails, or ads strategically crafted to capture the interest of internet users and persuade them to click on a link. Regrettably, the content frequently fails to meet the enticing claims or expectations set by these attention-grabbing elements. The primary objective of clickbait is to achieve […]

Clickunder advertising is a variant of pop-up advertising, presenting a full-page advertisement beneath the user’s current webpage. Unlike traditional ads, clickunders immediately guide users to the offer’s landing page without any intermediary banners or creative content interrupting their experience.

Client-side header bidding, also known as browser-side header bidding, is an approach to implementing header bidding. In this method, a publisher embeds code within a webpage’s HTML, allowing direct communication with their SSPs (supply-side platforms) or other demand partners. The code responsible for facilitating communication with the publisher’s demand partners is executed directly by the […]

Cloud denotes a network of servers, usually spread across different geographical locations, that enable access to a range of online services. In ad tech, most SaaS companies that offer tools used by publishers and advertisers rely on cloud infrastructure. This means that both the functionality of their products and the associated data are entirely hosted […]

The completion rate is an essential metric that helps advertisers and publishers assess how engaging and relevant their video ad content is to the audience. A high completion rate indicates that the video content resonated well with viewers, encouraging them to watch the ad. In contrast, a low completion rate may suggest that the ad […]

Connected TV (CTV) is television sets or devices connected to the internet, permitting users to access and stream digital content directly on their televisions. CTV typically refers to smart TVs, streaming media players, gaming consoles, and other devices that enable users to consume online video content on their TV screens. Unlike traditional broadcast or cable […]

A Consent Management Platform (CMP) is a tool or software utilized in the adtech sector to assist website publishers and advertisers in handling user consent for data collection and targeted advertising, all while adhering to data protection regulations. The primary purpose of a CMP is to provide transparency and control to users over their data […]

A consideration campaign is a targeted advertising initiative to inform customers about the advantages and characteristics of a brand, product, or service to ensure it becomes a viable choice when they are ready to purchase. A consideration campaign aims to move users further along the sales funnel, from awareness to more profound interest and consideration, […]

A Content Delivery Network (CDN) is an extensive network of servers strategically positioned across numerous data centers worldwide. Its primary mission is to deliver content to end users swiftly, ensuring minimal latency and rapid loading times. In advertising technology, creatives are frequently stored within CDNs to guarantee their immediate display to users.

Contextual ads represent a form of online advertising that appears to users in response to the content they are browsing or the keywords they have recently used in their searches. Advertisers meticulously tailor these advertisements to align with the content’s context, intending to increase the likelihood of grabbing the user’s interest and engagement.

Contextual data refers to information regarding the elements within a web page, encompassing details like the URL, keywords, categories, and associated tags. Adtech platforms use this contextual data to deliver users more relevant and targeted advertising. This benefits advertisers by improving their ad spend efficiency and enhancing the user experience, as users are more likely […]

Contextual targeting is a method used in advertising and marketing to display ads to users founded on the context of the content they are presently engaging with or viewing. Instead of relying on user-specific data or individual behavior, contextual targeting focuses on understanding the context of a web page, app, or content to determine the […]

A control group is a portion of the entire customer population undergoing a test. In advertising, control groups gauge the influence of a particular campaign or customer journey. To be more specific, control groups consist of the customers you intend to engage within a given campaign but will not receive it. In contrast, test groups, […]

Conversion refers to the action which users or customers complete in response to a marketing effort. It represents a successful outcome or desired behavior that aligns with the objectives of a campaign or business. Examples of conversions encompass various actions, such as subscribing to a service, completing a form, executing a purchase, or downloading files […]

The Conversion optimizer is a tool designed to assist advertisers in automatically placing bids for ad space within the Google Display Network, aligning with the objectives of each unique ad campaign. Leveraging historical data from an advertiser’s Google Ads account, the Conversion optimizer forecasts the probability of a click on their ads leading to a […]

A conversion pixel is a pixel embedded on a webpage, employed for monitoring a range of conversions, including downloads, ad clicks, and purchases. Data obtained through conversion pixels plays a pivotal role in the digital marketing landscape, enabling advertisers to fine-tune their strategies and enhance their return on investment.

Conversion Rate (CVR) is a percentage of users or visitors completing a desired action or conversion goal out of the total number of people interacting with a website, landing page, or marketing campaign. It is a key metric used to gauge the effectiveness and success of a marketing or advertising effort in generating desired outcomes. […]

Conversion tracking is a crucial process in digital advertising and marketing that involves monitoring and measuring specific actions taken by users, which are considered valuable or desirable outcomes for the advertiser. We refer to these actions as “conversions.” The primary goal of conversion tracking is to assess the significance of ad campaigns and understand their […]

The conversion-driven campaign is a campaign designed to drive customers to make a conversion after exposure. A conversion can vary and may include actions such as making a purchase, signing up for a newsletter, downloading an app, and filling out a contact form. The success of such campaigns is often evaluated based on the rate […]

Cookie sync, also known as cookie matching, is a process that allows different advertising platforms or websites to share user data using cookies. It is essential for enabling more accurate and targeted advertising across various platforms and ecosystems. It helps create a seamless user experience across different websites and platforms and enables advertisers to deliver […]

Cookie syncing, also called cookie matching, is a procedure that enables various ad-tech partners, including SSPs, DSPs, ad exchanges, DMPs, and CDPs, to harmonize their cookies. The primary purpose of cookie syncing is to enable these advertising technology providers to align their tracking cookies or identifiers, allowing for more effective and coordinated ad targeting and […]

Cookies are small parts of data that websites store in a user’s web browser when the user visits them to enhance functionality, remember preferences, track user behavior, and support targeted advertising. These text files serve various purposes and are essential in improving the user experience on the internet. Cookies serve different purposes, including maintaining user […]

COPPA represents the Children’s Online Privacy Protection Act. It is a United States federal law enacted in 1998 and implemented by the Federal Trade Commission. COPPA aims to protect the privacy and personal information of children under 13 when they use online services. The primary purpose of COPPA is to give parents, or guardians control […]

Core Web Vitals represent a collection of precise website performance metrics used by Google to evaluate the quality of user experience on web pages. These metrics pertain to a page’s loading speed, interactivity, and visual consistency, and they play an essential role in ensuring a positive user experience. Google introduced Core Web Vitals as part […]

Cost per action (CPA) is an online advertising pricing model in which advertisers only pay when the user makes a specific effort. The action can vary depending on the goals of the advertising campaign and the specific terms agreed upon between the advertiser and the publisher. In a CPA model, advertisers define the desired action […]

Cost per click (CPC) is an online advertising pricing model in which advertisers pay a predetermined amount each time a user clicks on their ad. People frequently use CPC in online advertising platforms like Google Ads and Bing Ads, as well as across various online display networks. In a CPC model, advertisers bid on keywords […]

The Cost per Completed View (CPCV) is an advertising pricing model that charges advertisers solely when viewers watch an entire video ad. This model decreases risk for advertisers while enabling them to focus on high-value users. Under CPCV, advertisers typically pay a fixed rate for each completed video view, often after the campaign meets specific […]

Cost Per Conversion (CPC) is a metric used in digital advertising to measure the average cost incurred by an advertiser to achieve a specific conversion goal. A conversion can be any desired action the advertiser wants the audience to take, such as making a purchase, filling out a form, downloading an app, or subscribing to […]

Cost Per Install (CPI) is a metric used in mobile app marketing to measure the average price an advertiser pays for each installation or download of their mobile application. CPI is a key performance indicator (KPI) for app developers and marketers as it helps them understand the efficiency and effectiveness of their app promotion campaigns […]

Cost Per Mille (CPM) is a common advertising metric that measures the cost of displaying a thousand ad impressions. The term “mille” comes from the Latin word for one thousand. CPM is primarily used in display advertising, where advertisers pay for the number of times their ad is shown to users, regardless of whether the […]

Cost Per Mille Viewable Impressions (vCPM) is a digital advertising metric used to calculate the cost of a thousand viewable ad impressions. In online advertising, an “impression” refers to displaying an ad to a user on a webpage or within an app. However, not all impressions are seen by users, as they might be below […]

Crawl or crawling is the method through which search engines, such as Bing or Yahoo, locate new web pages and refresh their current search listings. It is a vital procedure to guarantee that search engines deliver the most pertinent and current results to their users’ queries. Automated software programs, commonly called web crawlers or spiders, […]

A “crawler,” also known as a “web crawler,” “spider,” or “bot,” refers to a software program or automated script that systematically navigates the internet and gathers information from websites. Search engines, ad networks, and other online platforms commonly use these crawlers to index web pages, collect data, and provide users with relevant content or advertisements. […]

The creative refers to the visual advertisement that users encounter. It often comes in standard formats such as GIF, JPEG, and HTML5 (formerly Flash) and video formats like MOV, FLV, and MP4. The creative can encompass various elements, including sound, video, animations, and traditional text. Its size and format, which adhere to standards set by […]

Creative marketing serves as a tool employed by advertisers to captivate an audience. It revolves around generating interest in a service, product, or event through diverse means, unifying these tools to craft a consistent message that resonates with users. Creative marketing encompasses elements like music, symbols, artwork, and design, influencing branding, advertising, customer experience, as […]

Creative optimization is the ongoing practice of refining and enhancing the creative components within advertising campaigns to boost their effectiveness and achieve superior outcomes. These creative elements encompass various facets, including ad copy, design, imagery, videos, and other content strategically employed to captivate and influence the intended audience.

A creative tag is a piece of code that specifies the designated location for the placement of the creative.

Cross-platform advertising, sometimes called multi-platform advertising, involves the deployment of advertising campaigns across many diverse platforms and media channels, frequently simultaneously. These platforms encompass various online and offline channels, including websites, social media, mobile apps, television, radio, print, and others. The primary objective of cross-platform advertising is to extend the reach and engage a more […]

Cumulative layout shift (CLS) is a metric used to gauge the extent of page layout movement during the loading process. This shift occurs because various elements on a page may load at varying speeds, resulting in changes to the user’s view of the page. For instance, a slowly loading advertisement or video can displace a […]

A custom audience comprises a carefully chosen set of individuals selected explicitly by the advertiser to receive particular advertisements or a series of ads. Specific criteria, including demographics, interests, behaviors, and other defining characteristics, guide this selection. Custom audiences empower advertisers to efficiently connect with their intended target audience and enhance the overall performance of […]

Custom intent audiences are user groups who have demonstrated a distinct and precise interest in a product or service via their online activities. Advertisers can generate and focus on these audiences in their ad campaigns to heighten the probability of conversions and enhance their return on investment.

Customer Acquisition Cost (CAC) stands as a crucial performance metric, assessing the expense incurred in acquiring a new customer. The calculation involves dividing the total expenditure on sales and marketing activities by the count of new customers acquired within a defined time frame. Businesses frequently employ CAC to gauge the effectiveness of their sales and […]

A Customer Data Platform (CDP) is a specialized software that gathers, stores, and arranges customer data from various channels, crafting a unified and all-encompassing customer profile. Businesses use these platforms to improve their understanding of their clientele, enable personalized marketing and customer experiences, and empower decision-making based on data. CDPs empower businesses with comprehensive customer […]

Customer lifetime value (CLV) stands as a pivotal notion within marketing and business strategy, signifying the cumulative expenditure an individual customer commits to a company’s products or services throughout their association. CLV serves as a vital metric for businesses, furnishing insights into the worth of their customer base and guiding resource allocation decisions, such as […]

Customer relationship management (CRM) encompasses a collection of practices and technologies businesses employ to oversee and scrutinize their engagements with existing and potential customers. The central objective of CRM is to enhance and refine customer relationships, boost customer satisfaction, and foster customer retention and loyalty.

A daisy chain, sometimes referred to as waterfalling, is a media-buying procedure in which a publisher’s ad server sequentially loads ad network, SSP, and ad exchange tags. The term daisy chain can also describe the transmission of data or information from one AdTech platform to multiple others. For example, this situation can arise when various […]

Dark viewability is an impression that escapes viewability monitoring. Viewability vendors employ various strategies to address this issue, often with varying levels of effectiveness, which can lead to a percentage of “unmeasurable” impressions in a viewability report.

Data refers to the information collected and processed within the advertising technology ecosystem to support targeted advertising campaigns and optimize advertising strategies. Programmatic advertising data includes various information advertisers can utilize to understand and reach specific audiences, deliver relevant ads, and measure campaign performance.

A data broker, occasionally known as a data provider or data supplier, is an enterprise that gathers user data from diverse origins and then offers it to advertising technology platforms like demand-side platforms (DSPs) and data-management platforms (DMPs). These data brokers employ multiple strategies to amass data, including deploying website tags and procuring it from […]

A data clean room is a secure technological solution that facilitates data exchange among multiple stakeholders without disclosing specific details such as personal information. For instance, in a clean room setting, parties can collaborate to share data on campaign performance metrics like reach and frequency while safeguarding sensitive first-party individual customer data. Data clean rooms […]

Data deduplication is the practice of removing duplicate data that is already present in a system. In the context of ad tech platforms, it involves the removal of redundant audience information from the databases used by publishers and advertisers. This procedure entails removing the same user’s cookie data and device ID references multiple times, preventing […]

A Data Management Platform (DMP) is a centralized technology platform that collects, stores, organizes, and analyzes large volumes of data from various sources for advertising and marketing. DMPs play a crucial role in adtech and digital marketing by enabling advertisers, publishers, and marketers to understand their target audiences better, optimize advertising campaigns, and deliver more […]

Data onboarding is the practice of integrating offline data sources with online datasets. Businesses frequently use this method to refresh their online customer data with new information gathered from offline sources, including live events, phone conversations, and meeting sessions that do not get automatically documented.

Data Warehouse refers to a large and centralized repository that stores structured and sometimes unstructured data from various sources related to advertising and marketing activities. It is a core data infrastructure component that helps advertisers, publishers, and marketers efficiently store, manage, and analyze expansive amounts of data generated from different ad platforms, marketing campaigns, customer […]

Dayparting is a digital advertising strategy that involves scheduling ads to appear at specific times of the day or particular days of the week. The primary aim of dayparting is to enhance the impact of advertising by ensuring that it reaches the intended audience when they are most active and open to the message. For […]

Deal Check is a tool that empowers publishers to detect and rectify issues that have an adverse effect on the number of matched ad bids for their preferred deals or private auctions.

Deal ID (Identification) is a unique identifier used in different forms of programmatic deals. It is a way to establish a direct and personal relationship between a specific publisher and a particular advertiser or buyer, allowing them to transact inventory programmatically with negotiated terms and conditions. Deal IDs are essential to programmatic advertising, balancing open […]

Decisioning, a comprehensive concept within ad tech, encompasses the methodologies employed by platforms like ad servers, SSPs (supply-side platforms), DSPs (demand-side platforms), and ad exchanges to ascertain the most suitable ad creative to present to a user. This multifaceted process considers various factors but is primarily guided by an advertiser’s ad campaign specifications, including their […]

Demand generation is marketing approaches and techniques deployed to interest a company’s offerings and steer potential customers toward the sales team. Demand generation aims to pinpoint, nurture, and transform promising leads into loyal customers, achieved through providing pertinent and valuable content that caters to their requirements and preferences. Through demand generation, businesses can enhance brand […]

Demand Source refers to entities or platforms that aim to showcase advertisements to their intended audience. These entities usually encompass advertisers, ad agencies, or ad networks seeking to acquire ad inventory from publishers or supply-side platforms. Advertisers engage with Demand-Side Platforms to reach their desired audience. These DSPs participate in auctions for available ad inventory […]

A Demand-Side Platform (DSP) is a technology platform advertisers and agencies use to manage and optimize their digital advertising campaigns efficiently. DSPs offer advertisers real-time tools for purchasing and overseeing ad inventory from various ad exchanges, publishers, and other sources. The primary purpose of a DSP is to facilitate programmatic advertising, which involves the automated […]

Demographic data is information about the characteristics and traits of individuals or groups used to understand and target specific audiences for advertising purposes. These characteristics may include age, gender, income level, education, occupation, marital status, ethnicity, and location. Marketers and advertisers collect demographic data from various sources, including online surveys, registration forms, public records, and […]

A Description URL is a web address that provides information about the video’s content while playing on a website. This information can be conveyed either in the form of a URL or as text displayed on a web page that serves to describe the video.

Deterministic refers to user information that is well-established and directly obtained from a reliable source. The most prevalent form of deterministic data includes login details, particularly email addresses. This concept is relevant in the contexts of data collection, targeting, and measurement within the advertising technology field.

Deterministic matching is a digital advertising strategy employed by various entities in the digital advertising ecosystem, such as publishers, advertisers, and ad tech platforms. It entails the capability to unequivocally recognize an individual user across multiple devices by linking one or more pieces of enduring data to that person, thus setting them apart from other […]

Device fingerprinting is a method to recognize a device or web browser by its distinctive attributes. Unlike web cookies, saved on a user’s local device, device fingerprints are stored in server-side databases. Since device fingerprints operate independently of cookies, many stakeholders in the advertising technology field have proposed their use as an alternative approach for […]

Device ID refers to a unique identifier assigned to a specific device, such as a smartphone, tablet, or computer, used for tracking and targeting purposes in advertising campaigns. Device IDs are crucial in adtech, allowing advertisers to identify and track individual devices or users across different applications and platforms.

The Digital Advertising Alliance (DAA) is a non-profit organization operating independently and spearheaded by prominent advertising and marketing trade associations. It establishes and enforces reliable privacy standards throughout the digital advertising industry. The DAA’s primary goal is to offer consumers heightened transparency and control by implementing comprehensive principles of the collection of Multi-Site Data and […]

A digital agency is a company or organization offering diverse services associated with digital marketing, advertising, and managing online presence for businesses and individuals. These agencies have expertise in utilizing digital channels and technologies to assist their clients in attaining their marketing and business goals within the digital realm.

Direct data refers to information collected directly from the source rather than relying on third-party intermediaries. Typically, direct data is more up-to-date, offers a more accurate reflection of behavioral patterns, and is particularly valuable for forming particular and specialized target audiences. When assessing direct data providers, emphasis is placed on the robustness and legality of […]

Direct deal refers to a type of advertising transaction that occurs directly between a publisher and an advertiser, without the involvement of intermediaries like ad networks or programmatic ad exchanges. It is a direct, one-to-one advertising agreement between the two parties. In a direct deal, the publisher and the advertiser negotiate and agree upon the […]

Direct publisher refers to a website owner, app developer, or content creator who directly sells their ad inventory to advertisers without the involvement of intermediaries like ad networks or ad exchanges. In other words, a direct publisher manages and controls the advertising on their digital property without relying on third-party platforms. Direct publishers have complete […]

Direct response advertising is the strategic utilization of advertisements crafted with the explicit goal of prompting an immediate response from the audience by highlighting a specific action. This call to action should be straightforward and unambiguous, such as visiting a website, completing a form, or purchasing. To motivate consumers to take this desired action, marketers […]

Direct traffic means website visitors who arrive at a site directly, bypassing referrals from other websites or search engine queries. Typically, this type of traffic is discerned by a direct entry in the website’s analytics, as it doesn’t originate from a specific external source. Various methods can generate direct traffic, and advertisers must understand the […]

A display ad, or banner ad, appears on websites, mobile apps, or other digital platforms in the form of static or animated images, graphics, or videos. Advertisers typically place these ads within the content of a webpage or app to attract users’ attention and promote a product, service, or brand. Display ads can be in […]

Display advertising is online advertising that showcases visual ads, such as banners, images, videos, or interactive media, on websites, apps, or social media platforms to promote products, services, or brands. Advertisers strategically place these ads in designated spaces on digital properties that the target audience will likely visit. As a vital aspect of digital marketing, […]

The Display Lumascape, also known as the Luma landscape, is a graphical representation that classifies various companies operating within the advertising technology ecosystem according to their core functions. The example of Lumascape:

The display network encompasses a collection of websites, applications, and other online assets that have established partnerships. These advertisements can appear on various platforms, including apps, websites, and video content. The display network is pivotal in PPC advertising, empowering advertisers to extend their reach to a broader audience and foster brand recognition through visually engaging […]

A display video ad combines the visual elements of a display ad with the engagement and storytelling capabilities of video. Advertisers actively display these ads on websites, mobile apps, or other digital platforms, featuring video content that they can either pre-record or dynamically generate. The primary purpose of display video ads is to capture users’ […]

Digital Out-of-Home Advertising refers to using digital media to present advertisements and promotional content to the public in various locations. Unlike out-of-home advertising with fixed billboards and posters, DOOH ad harnesses digital displays like LED screens, interactive kiosks, and digital signage to captivate and target specific audiences. The significance of DOOH ads is steadily rising […]

DPO stands for Demand-Path Optimization. It is a practice in digital advertising that aims specifically to streamline the process of digital auctions by enhancing their efficiency and transparency. DPO optimizes the path that demand takes from the buy-side (advertisers) to sellers (publishers) in the digital advertising ecosystem.

Dynamic ad targeting is a digital advertising technique that leverages consumer data to deliver real-time, highly customized advertisements. This approach has achieved significant traction in the modern era as digital marketers seek to enhance the efficiency of their online marketing efforts. This strategy is employed by a diverse array of enterprises, spanning from small businesses […]

Dynamic allocation is a strategy that enables real-time competition between non-guaranteed demand sources, including Open Auctions, Open Bidding, and leftover ad placements, without impacting the delivery or revenue of guaranteed demand. This competition takes place on a per-impression basis, ensuring optimal allocation without compromising the commitments to guaranteed advertisers.

Dynamic CPM (dCPM) is a pricing model utilized in digital advertising. CPM, short for “Cost Per Mille,” denotes the expense borne by an advertiser for a thousand ad impressions (views) of their advertisement. Traditional CPM advertising costs per thousand impressions remain unchanged throughout the campaign. However, in dynamic CPM advertising, the cost per thousand impressions […]

A dynamic creative is an advertisement composed of various media components, each of which is selectively presented based on factors like the advertising platform, the content of the webpage, user-specific information, and other relevant criteria. These distinct media elements combine to create the full ad creative and deliver it to the user while considering these […]

Dynamic Creative Optimization (DCO) is an advertising approach that generates real-time variations of an ad, customizing the content for each viewer. DCO’s primary goal is to craft personalized display ads, ultimately boosting conversion rates. This dynamic creative advertising method utilizes diverse elements, including headlines, videos, and backgrounds, to prepare ads that cater to each user. […]

Dynamic pricing pertains to scenarios in which the price of an ad impression varies based on the available user data at the time of serving the ad. This pricing model frequently occurs in real-time bidding environments, where multiple advertisers, each possessing distinct campaign parameters, engage in auctions and compete. For example, when an ad impression […]

Dynamic Search Ads (DSA) represent a form of digital marketing wherein advertisers can employ automated advertising campaigns to engage with users. Instead of relying on predefined keywords, DSA campaigns use a website’s content and layout to discern which search queries to focus on. DSA targeting allows advertisers to expand their reach and attract prospective customers […]

The abbreviation eCPA, which stands for effective cost per action, shares a near-identical meaning with CPA (cost per action). The key distinction lies in its application when various pricing models, such as CPM (cost per mille), CPC (cost per click), and CPA, are employed with distinct rates within the framework of an ad campaign’s pricing […]

The abbreviation eCPC (effective cost per click) closely mirrors the meaning of CPC (cost per click). The distinguishing factor is the application of eCPC in scenarios where diverse pricing models are utilized to determine the cost of an ad campaign. In other words, CPM (cost per mille), CPC, and CPA (cost per action) are each […]

An email ad, also known as an email advertisement or email marketing campaign, is a promotional message or advertisement sent directly to individuals’ email addresses. It is a form of digital marketing where businesses or organizations leverage email as a medium to communicate with their target users and promote their products, services, or special offers. […]

The endpoint is a link on the receiving party’s side where the sending party delivers requests for all bid opportunities in the JSON format, which the IAB standardizes.

The estimated amount of impressions per day refers to the projected quantity of impressions expected to be delivered to a publisher’s website on a daily basis throughout the duration of a campaign.

Exact match, within the realm of pay-per-click (PPC) advertising, is a keyword targeting approach that enables advertisers to define the precise search queries that will activate their ad displays. In contrast to broad match, which allows ads to arise for any search query that includes the target keywords in any order, exact match requires an […]

Exchange bidding is an adtech solution launched by Google within its Google Ad Manager platform. Its primary aim is to optimize and simplify the programmatic ad buying and selling process through real-time auctions.

Expanded Text Ads represent a digital advertising format utilized primarily in search engine marketing and pay-per-click campaigns. Google introduced ETAs as an advancement over standard text ads, granting advertisers expanded ad space and greater flexibility to communicate their message precisely. For advertisers seeking to enhance their ad performance and effectively engage their target audience, ETAs […]

Expdir is the BidRequest attribute of the oRTB specification from IABtechlab, a banner object that indicates the directions in which a banner may deploy.

FAST, which stands for Free Ad-Supported Streaming TV, is an innovative OTT (Over-The-Top) content delivery approach. This model offers users free content while being supported by advertisements. In the FAST ecosystem, channels often adopt a linear content delivery format resembling traditional cable TV. Programs are scheduled and broadcast with ad breaks, creating a viewing experience […]

Fill rate means the percentage of ad requests successfully filled with an ad by an ad exchange. It represents the efficiency of an ad-serving system in delivering ads to available ad inventory.  The fill rate in advertising measures the percentage of ad requests that successfully display an ad to the user when a website or […]

First Contentful Paint is a significant performance metric in adtech and web development. It plays a vital role in gauging the loading speed and user experience of web pages and ads. The essence of FCP lies in measuring the duration it takes for a web page or ad to display its primary content on the […]

First Input Delay (FID) is a metric for gauging web performance and user experience. It measures the duration from when a user starts an interaction with a web page to when the browser initiates the process of that interaction.

A first-party auction is an advertising auction that involves direct participation from the publisher or website owner. First-party auctions offer advantages to publishers, granting them enhanced control over their inventory sales and potential opportunities for more direct connections with advertisers. However, managing first-party auctions may demand additional resources and might not match the scale of […]

First-party data is data directly gathered from individuals or users by a company or organization. The company or organization acquires this valuable data through interactions and engagements on its digital platforms, including websites, mobile apps, and other owned channels. First-party data is essential in the advertising industry as the most accurate, reliable, and trustworthy source […]

The first-party pertains to all the platforms utilized on the publisher’s end of the ad tech ecosystem. For instance, when a publisher employs an ad server to oversee their ad inventory and display ads on their website, it is categorized as a first-party ad server. The roots of this concept trace back to the early […]

First-party cookies are essential data files in web browsing that play a pivotal role in tailoring user experiences and augmenting website functionality. When an individual directly visits a website, it deposits first-party cookies on their device. These cookies empower the website to retain user preferences, login credentials, and other pertinent information. First-party cookies enhance user […]

The floor CPM represents the minimum Cost Per Mille threshold established by the publisher. This threshold dictates the lowest acceptable cost per impression at which the publisher is willing to offer their ad inventory on an ad exchange or ad network. For example, if a publisher establishes a CPM price floor of $7, campaigns with […]

Floor optimization constitutes a component of the broader spectrum of yield optimization strategies publishers adopt to maximize their revenue from ad inventory sales. More precisely, floor optimization involves the implementation of both “soft” and “hard” price floors for specific ad inventory units driven by performance data analysis. By fine-tuning floor prices, publishers aim to strike […]

Floor price refers to the minimum price set by a publisher or ad exchange for selling ad inventory during real-time bidding (RTB) auctions. It represents the lowest acceptable bid price an advertiser must meet or exceed to display their ad. When an ad impression becomes available for auction in the RTB environment, multiple advertisers can […]

Foot traffic attribution is a concept that links online ad exposure to offline, in-store visits. This method is gaining popularity among brick-and-mortar retailers and fast-food restaurants that aim to bring customers into their physical establishments. Foot traffic attribution assesses the increase in sales by comparing the individuals who were exposed to a digital ad and […]

Footer bidding is a system that operates in contrast to header bidding, where the JavaScript code is typically placed in the website’s header, initiating the auction as the page loads. However, in the case of footer bidding, the auction commences after the page completely loads. This approach prevents Prebid and Google Ad Manager ad requests […]

Frequency relates to how often a unique user or audience encounters a specific ad within a specified time frame, usually measured over a day, week, or month. It reflects the frequency with which an individual encounters the same advertisement during their online browsing or app usage activities. Through careful frequency management, advertisers can enhance the […]

A frequency cap is a setting to control the number of times a specific ad appears to an individual user or audience within a designated time frame. This tool plays a vital role in ad targeting and campaign management, effectively managing the frequency of ad exposure to prevent ad fatigue and enhance the user experience. […]

Frequency capping is a strategy to restrict how frequently they display a particular ad to the same user within a specified time frame. For instance, an advertiser might decide that a single user should see their ad no more than three times in 24 hours. This technique serves to mitigate ad fatigue, which can occur […]

The General Data Protection Regulation (GDPR) is an extensive law focused on data protection and privacy, which became effective on May 25, 2018, in the European Union (EU). Its primary goals are to fortify and harmonize data protection regulations across EU member states and to offer more robust safeguards and control over personal data for […]

General Invalid Traffic refers to a class of invalid or fraudulent activities associated with online advertising. It involves various non-human actions that artificially boost ad impressions, clicks, and other engagement metrics, resulting in inaccurate and deceptive performance data for advertisers and publishers. GIVT encompasses activities like automated bots, spiders, or crawlers that imitate human interactions […]

Generative AI refers to a category of artificial intelligence that involves algorithms aimed at creating new data or content that mimics or represents human-generated content. The most famous examples are Canva and Chat GPT which have gained their popularity over recent years with the further development of generative AI.

Geotargeting, or location-based targeting, is a digital marketing approach targeting specific audiences based on location. This strategy aims to deliver content, advertisements, or services most relevant to each audience by utilizing geographic data like country, city, ZIP code, or GPS coordinates. This marketing tactic empowers businesses and advertisers to customize their outreach efforts, providing personalized […]

Gross estimated spend represents the projected total expenditure that a publisher anticipates throughout an ad’s campaign. This projection covers the complete budget, encompassing media purchases, creative development, agency fees, and related expenses. Grasping the concept of gross estimated spend is crucial for financial planning, effective campaign management, and evaluating the return on investment (ROI) for […]

A guaranteed deal entails a contract between an advertiser and a publisher, establishing specific terms such as a fixed CPM (cost per mille), campaign duration, and ad placement locations. In this arrangement, the publisher allocates and reserves the ad inventory exclusively for the advertiser, designating it as guaranteed inventory. In digital advertising, the execution of […]

Gzip is a file format crafted to condense HTTP content before being sent to a recipient. It employs the gzip algorithm to diminish file dimensions and enhance transmission efficiency. Most web servers already possess the capability to apply gzip compression to response content. They would like the response compression for an exchange to signal, and […]

Header bidding is an advanced programmatic advertising strategy used in the digital advertising industry to maximize ad inventory revenue for publishers. The auction process takes place within the header section of a webpage, giving it the name “header bidding.” When users visit a website with header bidding, the available ad slots are simultaneously opened to […]

A holdout test is a marketing experiment in which marketers establish a test audience exposed to branded messaging and a control audience kept devoid of any brand-related advertisements. Subsequently, these two groups are analyzed and compared to measure the promotional lift.

Horizontal advertising is a marketing strategy that entails reaching out to potential customers who exhibit common characteristics despite coming from various industries or businesses. Essentially, companies seek out consumers with similar needs, interests, and demands outside their industry-specific groups in horizontal advertising. This approach appeals to a broader and more diverse customer base. As a […]

IAB standard ads typically encompass a trio of the most widely used ad dimensions: 728×90 (leaderboard), 300×250 (medium rectangle), and 160×600 (skyscraper). These ad dimensions are the ones you’ll frequently encounter on the majority of web pages. The advertising technology sector heavily utilizes them, considering them the most lucrative ad sizes.

An iframe, short for “inline frame,” is an HTML element of a webpage. The iframe element allows for the seamless embedding of content from another webpage into the hosting webpage, including interactive elements such as forms, buttons, and video players.

The IMA SDK, short for Interface Media Arts Software Development Kit, is a tool designed to simplify the process of incorporating multimedia advertisements into your web platforms and applications. These SDKs empower you to request ads from any ad server conforming to the VAST standard and efficiently oversee ad playback within your applications. When utilizing […]

Impression refers to the display of an advertisement on a web page or inside a mobile application. It represents a single instance of an ad being served to a user’s screen, regardless of whether the user engages with it. When a website or app loads a page or content that contains advertising space, an ad […]

Impression share is a vital performance indicator in the realm of pay-per-click advertising. It enables advertisers to gauge their campaigns’ efficiency by quantifying the proportion of impressions their ads garner relative to the total available impressions within their target market. This metric assumes a paramount role for advertisers, granting them insights into the efficacy of […]

In-app advertising refers to displaying advertisements within mobile applications (apps). It involves delivering targeted ads to users while engaging with a specific app on their mobile devices. In-app advertising allows advertisers to reach a highly engaged and targeted audience within mobile apps. Advertisements can take various forms, such as banner ads, interstitial ads, native ads, […]

In-banner video ads are a type of digital advertisement that combines the visual elements of a video with the format of a standard banner ad. These ads typically appear as rectangular banners on a web browser or within a mobile app, but instead of displaying static images or text, they incorporate video content. In an […]

In-game advertising refers to using technology and data-driven strategies to deliver targeted advertisements within video games. It involves the integration of advertising technology solutions into gaming platforms or games themselves to serve ads to players. In-game advertising involves the placement of ads within the game environment or integrating brand messaging and product placements into the […]

In-house advertising refers to an organization or company handling its advertising and marketing activities internally without outsourcing them to external advertising agencies or third-party service providers. Instead of relying on external partners, the company establishes its in-house advertising department or team to plan, execute, and manage its advertising campaigns and initiatives. In-house advertising offers several […]

In-store advertising refers to using advertising technology and data-driven strategies to deliver targeted advertisements and personalized messaging within physical retail store environments. It involves the integration of adtech solutions and tools into the in-store advertising process to enhance the effectiveness and relevance of the advertisements. Adtech platforms and technologies enable retailers and advertisers to leverage […]

In-stream video is a video advertisement seamlessly integrated into online video content. It is an advertising format commonly used in digital media platforms such as mobile apps, websites, and streaming services. In-Stream Video ads typically display before, during, or after the main video content that users consume. In-stream video ads often support various formats, including […]

Incrementality is a metric that quantifies how a particular factor influences an individual user’s actions. In the context of digital display marketing, it primarily assesses the impact of a branded digital advertisement (the exposed group) in comparison to a Public Service Announcement (PSA) advertisement (the control group). You can calculate the uplift by determining the […]

An incrementality test resembles an A/B test, with two well-balanced groups: one group exposed to a branded message and another group not exposed to a branded message.

An insertion order (IO) is a formal document, often resembling a contract, that provides a comprehensive campaign overview. It includes critical information like campaign start and end dates, ad placement, format, dimensions, and the chosen pricing model (e.g., CPM or CPC). Additionally, it covers essential details related to the target audience, traffic sources, branding requirements, […]

Instream video advertising refers to the strategic positioning of video ads about the content a consumer has chosen to view. Advertisers insert these ads before, during, or after the audience views the main video content.

Intelligent Tracking Prevention (ITP) is a privacy-enhancing feature incorporated into Webkit, the open-source web browser engine that underlies Apple’s Safari web browser. Safari 11 and iOS 11 first introduced it. ITP transforms how Safari manages first-party cookies, particularly by obstructing the utilization of first-party cookies for tracking, retargeting, and attribution purposes.

The Interactive Advertising Bureau is an industry trade group representing the digital advertising sector. This global organization acts as a unifying force, bringing together publishers, advertisers, ad agencies, technology vendors, and other stakeholders engaged in the digital advertising ecosystem. At its core, the IAB dedicates itself to supporting and fostering the expansion of the digital […]

An interstitial advertisement is a type of advertisement that occupies the entire screen of the hosting application’s interface. These advertisements are strategically positioned between content segments and commonly appear during transitional moments within the app experience, such as between different app sections, during pauses, or amid various levels in a gaming scenario. When users encounter […]

Invalid traffic (IVT) is any activity or behavior that generates fraudulent or illegitimate impressions, clicks, or interactions with digital advertisements. IVT encompasses various deceptive practices aimed at manipulating ad metrics, misleading advertisers, or generating unlawful revenue. It is a significant concern in the digital advertising industry. Adtech companies employ various measures and technologies to combat […]

Inventory refers to the available advertising space or placements that publishers or media companies have to offer to advertisers. It can include various digital advertising formats such as banner ads, video ads, native ads, or sponsored content. Inventory can be specific to a particular website, mobile app, or digital platform, and it represents the space […]

An IP address is a digital label assigned to an individual’s residential internet connection, serving as a unique identifier for devices within a network.

IDFA, or Identifier for Advertisers, is a unique code Apple assigns to iOS devices. Advertisers utilize this code to monitor user data and deliver tailored ads. IDFA aids in tracking and recognizing users while maintaining their privacy and connecting user actions to campaigns. This data enables pinpointing user origins and understanding user types from various […]

JSON (JavaScript Object Notation) is a compact data interchange format that enhances transparency and accountability within programmatic advertising. By revealing the entities engaged in the sale of digital advertising inventory, JSON empowers buyers to ascertain the credibility of sellers and gain insight into the supply chain. This, in turn, cultivates a more reliable and streamlined […]

A landing page means a dedicated web page that is the starting point for visitors who click on a link or advertisement. Its primary purpose is to focus on a single goal, like enticing visitors to sign up for a newsletter, download a free resource, make a purchase, or fill out a form. When businesses […]

The largest contentful paint is a user-centric performance metric that calculates the loading speed of a web page. It is an essential aspect of Core Web Vitals, a set of metrics introduced by Google to evaluate and improve the user experience of websites. LCP focuses explicitly on the perceived load time of the most significant […]

Lazy loading is an optimization technique that aims to enhance webpage performance and user experience by delaying the loading of advertisements until they are necessary or visible within the user’s viewport. In this approach, the page does not load ad units immediately. Instead, only the ads currently visible or close to being visible on the […]

Lead generation involves recognizing and acquiring potential customers’ interest or inquiries regarding a business’s products or services. It constitutes a pivotal component of the sales and marketing workflow, enabling companies to draw in and transform prospective leads into paying customers. Lead generation strategies span numerous channels, such as social media, email marketing, content marketing, search […]

A leaderboard ad is a type of display advertisement with dimensions typically measuring 728 pixels in width and 90 pixels in height. These ads are usually positioned at the top of a web page in a prominent location, ensuring they are immediately visible to users upon page load.

A linear ad is a type of advertising that has a step-by-step chronological structure in its advertising approach. It usually narrates a story or straightforwardly imparts a message, unfolding from start to finish. This style is prevalent in conventional media, such as television and radio commercials, where the storyline progresses clearly. A media piece may […]

Linear TV is a traditional mode of television broadcasting where content is scheduled and delivered in sequential, predetermined order. It is commonly associated with broadcasting television programs on channels planned at specific times. In linear TV, viewers tune in to a specific channel at a certain time to watch the program or content aired. The […]

Location targeting means a form of digital marketing that enables businesses to aim ads at users depending on their physical location. Advertisers can use GPS coordinates or IP addresses to determine a user’s whereabouts. Businesses find location targeting valuable to boost sales and ROI by honing in on particular customers in specific areas.

A lookalike audience means a group of people who exhibit similar characteristics, interests, and behaviors as an existing target audience or customer base. Ad platforms and advertising networks create this audience using data analysis or other algorithms. The primary purpose of creating a lookalike audience is to expand the reach of advertising campaigns to a […]

Lookalike modeling is a digital marketing method that identifies audiences that closely resemble the brand or advertiser’s most valuable and profitable customers in appearance and behavior. For instance, if an online store’s ideal audience comprises individuals with an average purchase exceeding $50, frequent buyers of cosmetics and perfumes, making at least two monthly purchases, lookalike […]

The lookback window is the duration between a conversion event and a preceding engagement event, like an ad click or view.

The lurl functions as a loss notification URL, which the exchange activates in cases where it determines that a bid has not succeeded. An exchange-specific policy may preclude support for loss notices or the disclosure of winning clearing prices.

Machine Learning is a field of study and an application of artificial intelligence that concentrates on designing algorithms and models that enable computers to learn and make forecasts or decisions without being explicitly programmed. ML algorithms analyze and interpret patterns in data, learn from them, and apply that knowledge to make informed predictions or take […]

Macros refer to algorithms of actions that track URLs or ad tags to collect and pass dynamic information about an ad impression, click, or conversion. Macros often capture data like timestamps, user agent information, referring URLs, creative IDs, and more. They allow advertisers, publishers, and ad networks to gather valuable data about how ads perform […]

MadTech refers to the intersection of marketing and advertising with technology, encompassing the various technological tools and platforms used in the advertising and marketing industry. MadTech encompasses various technologies and practices to optimize and streamline marketing and advertising activities. These technologies include data management platforms (DMPs), demand-side platforms (DSPs), supply-side platforms (SSPs), customer relationship management […]

Malvertising, a combination of “malicious software” and “advertising,” is an advertising method that utilizes abusive online ads to disseminate malware and compromise systems.

Managed placement targeting is a functionality that provides advertisers with increased authority over the placement of their advertisements. This feature allows advertisers to choose particular websites and applications on which they want their ads to be displayed. This targeting approach affords advertisers more significant influence on the exposure of their ads, ensuring that their content […]

The manual bidding strategy is a method where advertisers have the flexibility to establish their maximum cost-per-click (CPC) for their advertisements. In this approach, advertisers need to thoughtfully assess the significance of each keyword or phrase and determine the bid amount accordingly. Typically, advertisers depend on their experience, analysis, and intuition based on past keyword […]

Manual media buying is a process that involves advertisers directly acquiring ad space from publishers, bypassing the use of AdTech platforms such as ad servers, DSPs, and SSPs. This method harkens back to the early days of online advertising. Although many significant publishers and advertisers continue to engage in direct transactions through their sales teams, […]

Marketing attribution is an effective method for comprehensively measuring digital channels and evaluating the influence of each touchpoint in the customer journey. It involves assigning a value to each point that contributed to a specific outcome, providing insights into the impact of various elements on overall success.

Marketing automation is a practice that involves utilizing software to automate various marketing processes, including customer segmentation, customer data integration, and campaign management. The chief aim of marketing automation is to enhance operational efficiency, streamline tasks, and expedite revenue growth by automating, managing, and measuring marketing workflows.

A marketing funnel is a conceptual model used in marketing. Its primary purpose is to visually map out the entire customer journey, starting when a potential customer becomes familiar with a product or service and culminating in their final purchase decision. This step-by-step model empowers businesses to analyze and optimize their marketing efforts at each […]

Marketing mix modeling is an analytical instrument aiding marketers in assessing the effectiveness of their marketing initiatives and assigning sales outcomes to specific elements within the marketing mix. This tool reveals areas of success and identifies those requiring improvement, facilitating a thorough examination and validation of marketing expenditures. Additionally, it constructs a predictive model for […]

Marketologhost is the ghost of a marketer who died trying to achieve unrealistic KPIs. But unachieved goals keep him in this world and do not let him rest in peace.

MarTech refers to applying various technologies, tools, and platforms to support and enhance marketing efforts and activities. MarTech encompasses multiple digital marketing technologies and solutions that help marketers analyze, automate, execute, and manage their marketing strategies and campaigns. These technologies can include customer relationship management (CRM) systems, marketing automation software, content management systems (CMS), social […]

Match types refer to a method for establishing the correlation between keywords employed in a PPC ad campaign and the search queries responsible for initiating the display of ads. There are four primary match types: phrase match, exact match, broad match modifier, and broad match. Its distinct set of criteria determines the degree of similarity […]

A matching pattern is a composition of tag event labels extracted from the advertiser’s dataset, interconnected using “and” or “or” logical operators. These patterns are designated to event groups, serving delivery, modeling, and reporting purposes.

Media agencies are specialized companies in the field of advertising, serving as valuable resources for brands in planning, purchasing, and assessing advertising campaigns across diverse marketing channels. Their position allows them to offer comprehensive, cross-industry expertise, guiding marketers on effectively portraying their brand and optimizing the allocation of marketing budgets to reach consumers efficiently.

Media buying is a fundamental aspect of advertising that involves the process of purchasing advertising space, inventory, or placements from various media outlets, platforms, or publishers. It is a strategic activity in which advertisers or media agencies negotiate and acquire ad placements to reach their target audience effectively. Media buying can encompass various channels, both […]

MFA stands for Made For Advertising. This term refers to content that has been designed and produced specifically for digital advertising purposes. It implies that particular content is tailored to meet the objectives of the advertising campaigns such as promoting a product, increasing sales, or awareness, along with engaging the targeted audience. Examples of MFA […]

A mid-roll ad is an online video advertisement strategically placed within the midst of a video content piece, be it on a website, streaming platform, or social media site. These ads play a crucial role in video monetization strategies, enabling content publishers to earn revenue by showcasing ads to their audience while watching the video. […]

Mobile ads are tailor-made and optimized for display on mobile devices like smartphones and tablets. They come in different formats: banners, interstitials, native ads, and videos. These ads play a vital role in mobile marketing, helping businesses and advertisers promote their products or services to users. At the same time, they use mobile apps, browse […]

Mobile first design is an approach that involves crafting digital ads and marketing campaigns with a primary focus on mobile devices like smartphones and tablets. This practice recognizes mobile gadgets have become the dominant means of accessing the internet and consuming digital content. The goal of mobile first design is to make ads that are […]

Mobile game ads display advertisements within mobile games to reach and engage millions of users who play games on their smartphones and tablets. The effectiveness of mobile game ads relies on factors such as ad placement, relevance to the target audience, and the seamless integration of ads without disrupting the gameplay experience. Mobile game ads […]

A monthly unique visitor is an individual who accesses a website at least once during a specific month. Tracking software for monitoring website traffic can differentiate between a visitor who frequents the site and a unique visitor who returns consistently. Even if visitors make multiple visits within a month, they contribute to a single count […]

MRAID is a standardized set of specifications developed by the Interactive Advertising Bureau (IAB) to provide a common framework for rich media ads on mobile devices. MRAID aims to ensure that rich media ads run consistently across different mobile platforms, operating systems, and ad-serving environments. MRAID defines a set of APIs that enable rich media […]

MRC is a non-profit industry association that establishes and enforces measurement standards and best practices in media audience measurement, including digital advertising. The MRC’s primary goal is to ensure that media measurement methodologies are transparent, reliable, and adhere to industry-accepted standards. The MRC works with various stakeholders, including advertisers, agencies, media companies, and technology providers, […]

A multi-size ad unit, also known as a multi-size ad placement, refers to a designated space on a publisher’s website, app, or other channel designed to display ads. Unlike traditional ad units, this versatile location accommodates a range of ad creative dimensions or sizes. The flexibility in specifications allows bid requests to seek diverse ad […]

Multi-touch attribution is a sophisticated marketing measurement approach considering every touchpoint along the customer journey. This method allocates specific credit to each channel, giving marketers a comprehensive view of each touchpoint’s impact on driving conversions. Consider a scenario where a consumer is contemplating the purchase of a new pair of shoes. Following research, they encounter […]

Multichannel denotes a marketing strategy encompassing various channels or platforms for audience outreach and engagement. The objective is to craft a unified and integrated user experience across diverse touchpoints, including websites, email, mobile apps, social media, and other digital platforms. In the realm of multichannel advertising, there is an acknowledgment that consumers engage with brands […]

Native advertising is an approach that smoothly merges with the content and design of the platform where it is displayed. Native ads adopt a crafted approach to resemble the surrounding content, providing a look and feel similar to editorial content or native elements on the platform. The primary feature of native advertising is its capacity […]

Non-human traffic, often called bot traffic, is a term used to describe web activity produced by automated processes or bots rather than by human users. This category of traffic holds the potential to exert a significant influence on digital advertising initiatives, resulting in imprecise measurements, squandered ad expenditure, and distorted performance data. Non-human traffic can […]

A non-linear ad is an advertisement seamlessly embedded within the “linear progression” of audio or video media, ensuring uninterrupted playback. These ads usually take the form of overlays, visually resembling banner ads that appear on top of the media player, temporarily covering the underlying content. Viewers have the flexibility to close non-linear ads at their […]

Non-Personally Identifiable Information (Non-PII) pertains to data that lacks the direct capacity to pinpoint a specific individual. Unlike Personally Identifiable Information (PII), which can isolate or establish contact with a person, Non-PII encompasses information of a more general nature that cannot be linked back to an individual. Non-Personally Identifiable Information (Non-PII) covers a range of […]

The nurl is a win notice URL called by the exchange if the bid wins (not necessarily indicative of a delivered, viewed, or billable ad). It offers an optional way to provide ad content.

Offline sales measurement involves monitoring the correlation between online advertising and in-store sales by quantifying the increase in purchases among those exposed to a digital advertisement. Companies like Nielsen Catalina Solutions, Oracle, and Kantar Group gather data on offline purchases, including point-of-sale (POS), coupon usage, loyalty card data, and panel data. They utilize advanced database […]

Omnichannel s a strategic approach that aims to provide consumers with a smooth and harmonized experience across multiple marketing and communication channels. The core objective of omnichannel marketing is to forge a cohesive and uniform brand message and customer journey, irrespective of the specific channel or platform through which a consumer engages with the brand. […]

Online Advertising refers to the practice of promoting products, services, or brands on the Internet via various digital platforms and channels. It mainly consists of marketing messages and campaigns to aim at an audience through digital means including social media, websites/pages, browsers, and emails with mobile apps.

An online data aggregator is a company that forms partnerships with many publishers to acquire insights into users’ cookies. These aggregators systematically collect information from various online sources, encompassing websites, social media platforms, public records, and beyond. The amassed data covers multiple categories, including business details, consumer behavior, market trends, and demographic information.

An open auction, also known as open real-time bidding (RTB) auction, is a dynamic ad buying model in the adtech industry that enables advertisers to bid competitively in real-time for ad impressions, providing a platform for efficient and competitive ad placements. It is a transparent and competitive marketplace where advertisers bid on ad impressions displayed […]

Open Exchange is a programmatic advertising marketplace where multiple publishers and advertisers combine to buy and sell digital ad inventory in an open and transparent environment. The platform facilitates real-time bidding (RTB) for display, video, and mobile ads. In an Open Exchange, publishers make their ad inventory available to various advertisers through supply-side platforms (SSPs). […]

OpenRTB is an open industry standard protocol developed by the Interactive Advertising Bureau (IAB) for real-time bidding (RTB) in programmatic advertising. It is a set of guidelines and specifications that define how advertising inventory is bought and sold in real-time auctions. OpenRTB enables communication between demand-side platforms (DSPs) and supply-side platforms (SSPs) by providing a […]

Opt-in consent is procuring explicit authorization from individuals before gathering, handling, or leveraging their personal data for advertising or marketing motives. This approach mandates that individuals consciously and voluntarily offer informed consent for using their data with specific purposes in mind, such as receiving personalized ads or sharing their information with external advertisers. The acquisition […]

Opt-in tracking is a privacy-focused strategy that entails obtaining user consent before collecting and utilizing data for advertising and tracking objectives. This method requires users to explicitly grant permission (opt-in) before advertisers and third parties gather, process, and use their information for targeted ads, analytics, and various online tracking methods. In opt-in tracking, users have […]

Organic conversion is the process of transforming website visitors or users into customers, subscribers, or participants using natural, unpaid, and non-advertising methods. This entails prompting desired user actions without depending on paid ads or external promotions. Unlike paid conversions, where users click on ads before acting, organic conversions emerge from discovering and engaging with a […]

OTT advertising refers to advertising delivered through over-the-top (OTT) platforms. This ad type provides video content online without a traditional cable or satellite TV subscription. Instead, viewers can access OTT content on various devices, such as smartphones or tablets, smart TVs, and streaming media players. OTT platforms include popular services like Netflix, Hulu, Amazon Prime […]

An OTT (or over-the-top) platform is a digital service that provides users with video content, television shows, movies, and other media through the Internet, circumventing conventional broadcast or cable TV distribution approaches. Unlike traditional TV services, OTT platforms function independently on the existing internet framework, enabling users to reach content using smart TVs, computers, smartphones, […]

An OTT streaming service is a digital platform that directly delivers video and audio content to users through the Internet, bypassing the need for conventional cable or satellite TV distribution methods. These services enable users to enjoy diverse content, such as movies, TV shows, documentaries, sports events, and news broadcasts, across various devices like smart […]

Out-stream advertising is a form of digital advertising in which video ads find placement within non-video content like articles, social media feeds, and various web pages. In contrast to conventional video ads within platforms like YouTube or streaming services, out-stream ads are independent units that initiate playback once they appear on the screen. This advertising […]

An out-stream video ad refers to a form of video advertisement that operates independently of a video player, usually integrated within the content of a webpage or application. Unlike conventional in-stream video ads, which merge into a video stream (e.g., before, during, or after a video), out-stream video ads are crafted explicitly for display in […]

Over-the-top (OTT) refers to delivering video, audio, and other content directly to users via the Internet, bypassing traditional television or cable providers. In this model, online streaming enables users to access and enjoy content on various devices, such as smartphones, tablets, smart TVs, laptops, and desktop computers. OTT content encompasses various media, including movies, TV […]

Overlay ads are compact banner advertisements usually located at the lower portion of a user’s video screen. Users can engage with overlay ads, and clicking on them often redirects users to another landing page. Video overlay ads occupy the bottom 20% of a video and can be closed by the user.

Page Revenue Per Mille (RPM) is a metric publishers employ in digital advertising to project the revenue a website can generate for every one thousand page views. The calculation for RPM is as follows: Page RPM = (estimated earnings / total number of page views) * 1000.

Pageview is a measurement that counts how often a web page or a particular piece of online content has been loaded or viewed through a user’s web browser. The system records a page view whenever a user interacts with a web page by entering the URL, clicking on a link, or using a bookmark. Pageviews […]

A passback is a situation that occurs when an ad exchange or ad network cannot secure a bid from an advertiser that aligns with a publisher’s CPM floor price or when there are no bids in response to a bid request. In these instances, the ad exchange or ad network passes back the bid request […]

Performance marketing refers to a type of digital marketing where brands remunerate marketing service providers only upon achieving their business objectives or completing specific actions, such as clicks, sales, or leads. Essentially, it operates on a performance-based model. This approach frequently employs diverse digital channels, including search engine marketing, affiliate marketing, email marketing, and social […]

Personalization means involving consumer behavior to provide more tailored experiences. Personalized ads consider browsing behavior, interests, previous purchases, and demographics to match pertinent offers with the most suitable consumers. Beyond merely targeting the right audience, there is a growing expectation for brands to provide personalized creative experiences, frequently enhanced by dynamic creative optimization.

Personally identifiable information (PII) refers to data that, either independently or when coupled with other information, has the potential to identify an individual in the physical world. Typically, two groups categorize PII: linked information and linkable information. Linked information comprises any specific personal data that can directly identify an individual. In contrast, linkable information, while […]

Piggybacking, also known as cookie-syncing, refers to the practice of including additional tracking tags or pixels from one advertiser or third-party vendor within the creative assets of another advertiser’s ad campaign. This allows multiple parties to collect data and track user interactions with the ad, even if they are not directly involved in delivering the […]

Pixel means a small, transparent, often invisible image or code embedded within a web page or email. Pixels serve various tracking and measurement purposes in online advertising and marketing campaigns. When a user loads a web page of the site or interacts with an email containing a pixel, it triggers a request to a server […]

Playable ads are interactive advertising formats that permit users to engage with a mini-version or a preview of a mobile game or app directly within an ad. They provide users with an interactive and immersive experience, allowing them to try out a game or app before downloading or purchasing. Playable ads appear in mobile apps, […]

A pop-up ad refers to an online advertisement that appears in a separate window or “pops up” on the web browser’s page the user is viewing. These ads often appear unexpectedly and can cover a portion of the entire screen, interrupting the user’s browsing experience. While pop-up ads can effectively capture attention due to their […]

A popunder ad is a subtle type of pop-up that appears behind an active browser window, filling the full screen. Unlike pop-ups that overlay the main window, popunders open in a new window and become visible only after the main window is closed. Due to banner blindness, display ads often go unnoticed by more than […]

Post-roll refers to a type of video ad played after the main video content has finished. It is one of the common formats used in digital advertising, especially in the context of online video platforms and streaming services. Post-roll ads are typically short video clips displayed to viewers after watching the primary video content they […]

A PPC ad campaign is a format of online ad in which advertisers pay a fee each time a user clicks their ad. Marketers can bid on specific keywords or phrases relevant to their target audience through PPC advertising, and the advertising platforms display their ads on search engines, social media platforms, websites, and other […]

PPC advertising, also known as Pay-Per-Click advertising, operates as an online advertising framework where advertisers pay a fee for each instance a user clicks their ad. This type of digital advertising provides enterprises and marketers the means to endorse their offerings, be it products, services, or content, across diverse online platforms such as websites, social […]

A pre-roll ad is a video advertisement appearing before the primary video content a viewer intends to watch. This format is prevalent in the realm of digital advertising, particularly on online video platforms, streaming services, and websites. Pre-roll ads aim to engage the viewer’s focus before consuming the intended video content.

Prebid.js is a JavaScript library and header bidding wrapper available as open-source and enjoys widespread adoption within the digital advertising sector. This technology simplifies header bidding, an approach to programmatic advertising that empowers publishers to present their ad inventory to multiple ad exchanges and demand sources concurrently before connecting with a primary ad server. The […]

Preferred deals encompass private auction agreements established between publishers and particular advertisers or agencies in programmatic advertising. These arrangements grant advertisers precedence in accessing premium ad inventory at set prices, enabling them to secure ad placements featuring specific targeting criteria and placements that might otherwise be accessible through open auctions.

Premium inventory denotes sought-after advertising real estate that publishers view as possessing exceptional value, driven by factors like placement, audience, context, and engagement potential. Such inventory primarily encompasses ad positions on websites or platforms renowned for their robust brand standing, pertinent content, and heightened user interaction.

A Private Marketplace (PMP) is a digital advertising model where publishers and selected buyers can transact programmatically in a more controlled and exclusive environment instead of the oRTB model. It is a programmatic form that promotes the buying and selling of advertising inventory but with restrictions on who can participate. In a PMP, publishers offer […]

Programmatic refers to using automated technology and data-driven algorithms to facilitate the buying, selling, and placement of digital advertising more efficiently and targeted. It involves using software and algorithms to streamline the process of ad buying and delivery, optimizing campaigns for specific audiences and goals.

Programmatic advertising is an automated and data-driven method of purchasing and selling digital advertising space in real-time. It involves using technology and algorithms to streamline and optimize the ad buying and delivery process, targeting specific audiences with relevant ads. By automating the process, programmatic advertising involves buying and selling ad inventory through software platforms and […]

Programmatic buying means an automated method of purchasing digital advertising inventory using technology and algorithms. It involves using software to streamline buying ad placements across various online platforms, targeting specific audiences, and optimizing real-time campaign performance.

Programmatic deals represent a form of digital advertising agreement that blends the effectiveness of programmatic technology with the security of assured ad placements. These agreements are prearranged through negotiations between publishers and advertisers, delivering confidence concerning ad inventory and pricing, all while harnessing automated technology for deployment.

Programmatic direct is a format of programmatic advertising where advertisers can directly negotiate with publishers regarding the terms of the advertising agreement. They discuss ad placement, formats, pricing, and impression volume. This approach provides advertisers with more control and guarantees about the ad inventory.

Programmatic guaranteed is a specific type of programmatic direct agreement where advertisers are guaranteed access to a particular volume of ad inventory from a publisher. The deal might be based on fixed prices as they are predetermined. This gives advertisers confidence in placing their ads with well-known publishers.

Programmatic media buying employs automated methods for procuring digital advertising space through data-driven algorithms and technology. This strategy entails utilizing software platforms to simplify the acquisition and deployment of ads across diverse digital channels, including websites, mobile apps, and social media platforms. By leveraging programmatic media buying, advertisers can precisely target their intended audiences, dynamically […]

In the case of Ad Tech industry, the term publisher refers to an independent entity or organization that owns and operates a mobile app, streaming platform, website, or any other digital platform displaying advertisements to users. Publishers can range from large media companies to individual website owners. They provide available ad spaces or inventory on […]

Publisher ID refers to a unique identifier assigned to publishers within an advertising ecosystem. This identifier distinguishes and tracks different publishers across ad networks, ad exchanges, and other advertising platforms. The Publisher ID helps advertisers and ad networks to effectively manage their relationships with publishers, track performance metrics, allocate ad inventory, and handle payments. It’s […]

Queries per second (QPS) is the number of ad requests or queries a server or system can handle in a second. It is a metric used to evaluate the capacity and performance of ad servers (DSPs), (SSPs), and other components of the programmatic advertising ecosystem. QPS indicates the system’s ability to process and respond to […]

Reach refers to the number of unique people or devices exposed to a particular advertisement or advertising campaign within a given time frame. It is a measure of the audience size that an advertiser can potentially reach with their message. Reach is an essential metric in advertising as it helps advertisers understand their campaigns’ potential […]

Real Cost Per Mile (rCPM) is a metric used in digital advertising to calculate the cost efficiency of ad campaigns based on the number of impressions served. The term “mille” in rCPM refers to 1,000 impressions, and the metric calculates the cost incurred for every 1,000 impressions. To calculate rCPM, you divide the total cost […]

Real-time refers to the ability to process and respond to data and events instantly as they occur. Real-time in adtech pertains explicitly to the real-time bidding (RTB) ecosystem, where advertisers and publishers engage in automated buying and selling ad impressions in milliseconds.

Real-time bidding (RTB) means a programmatic advertising process that enables trading ad impressions in real time through an auction-based system. It is a critical component of programmatic advertising. In traditional advertising, advertisers negotiate and purchase ad space in advance, often through direct deals with publishers. However, with RTB, the buying and selling of ad impressions […]

Remarketing or retargeting ads are a form of online advertising that specifically targets individuals who have previously interacted with a website or brand. This strategy aims to re-engage potential customers who have shown interest but have not purchased or completed a desired action. Remarketing ads appear on various platforms and formats, such as banner ads, […]

Remnant inventory refers to unsold or leftover ad space on digital platforms like websites and mobile apps. Advertisers can purchase this ad inventory once they have sold higher-priority placements through direct deals or programmatic guaranteed arrangements. While remnant inventory may not offer the same level of visibility and engagement as premium placements, it can still […]

Reporting refers to the approach of collecting, analyzing, and presenting data and insights related to the performance of advertising campaigns. It involves tracking different metrics and key performance indicators (KPIs) to evaluate how well a campaign meets its goals and objectives. Reporting plays a crucial role in advertising by helping advertisers and marketers measure the […]

Retail ads encompass marketing products or services within physical locations like stores and shopping malls. This form of promotion commonly employs marketing tactics such as promotional signage, the distribution of coupons, and hosting events like product demonstrations and giveaways to engage customers.

Retail media advertising is a marketing practice that promotes products to consumers throughout their customer journey, focusing on increasing purchase intent at key points near the point of sale and during decision-making moments. Advertisers who lack tangible products also use retail media, especially when connecting with retail audiences, which is advantageous despite its common association […]

Retargeting, or remarketing, is a marketing strategy that involves targeting and engaging individuals who have previously interacted with a website, mobile app, or brand. It aims to reconnect with these potential customers and encourage them to take a desired action, such as purchasing, completing a form, or subscribing to a service. Retargeting is effective because […]

Return on Ad Spend (ROAS) is a marketing metric that estimates the effectiveness of an advertising campaign by evaluating the revenue generated with the amount spent on advertising. It helps advertisers assess the financial performance and efficiency of their ad campaigns. ROAS is figured by dividing the revenue generated from the campaign by the advertising […]

Return on investment refers to a financial metric that counts the profitability and efficiency of an investment relative to its cost. It quantifies the return or gain generated from an investment as a percentage or ratio of its initial price. The formula to calculate ROI is as follows: ROI = (Net Profit / Investment Cost) […]

The revenue share model means an agreement between two parties to distribute revenue according to a predetermined method. This distribution can be in the form of a set amount, a percentage of sales, or a commission, among other possibilities.

Revenue sharing refers to a business model where multiple parties, such as publishers, advertisers, and ad platforms, share a portion of the revenue generated from advertising campaigns. This model sees common use in the online advertising industry and aims to incentivize collaboration and revenue distribution among various stakeholders.

Rich media represents a form of online advertising that employs text, music, video, and animations to captivate users’ attention. This type of advertising offers a more engaging experience than traditional banners and static internet advertisements. The advertisement’s content draws users in, fostering interest in the promoted service. This increased engagement often translates into extended time […]

ROAS optimization is a method that entails refining different elements of advertising strategies to guarantee the utmost return on investment. This encompasses fine-tuning ad creatives, honing in on the appropriate target audience, adjusting bidding strategies, and employing data analysis to pinpoint the most effective channels and campaigns. ROAS optimization aims to amplify the revenue derived […]

ROI tracking is a technique employed to gauge the efficacy of an advertising campaign by measuring the return on investment. It involves assessing the success of a campaign by comparing the expenditure on advertising with the revenue generated as a direct outcome of that advertising. In pay-per-click advertising, ROI tracking is accomplished through data and […]

ROMI stands for Return on Marketing Investment. It is a metric used to measure the effectiveness and profitability of marketing campaigns and initiatives. ROMI helps businesses assess the financial return generated from their marketing efforts, precisely the amount of money invested in those activities. Businesses commonly calculate ROMI by comparing the revenue generated from a […]

Second-party data is obtained directly from another organization or entity rather than through third-party providers. It involves a direct data-sharing agreement between two parties. This data differs from first-party data in that a company acquires it from a trusted partner or collaborator rather than collecting it directly from its customers or website visitors. Second-party data […]

A second-price auction is an auction-type model in programmatic advertising. Despite the possible illogic, the second-price auction is the most common way of bidding because it is the most efficient and is based on the mathematical model of the Vickrey auction. In a second-price auction, multiple advertisers compete to win the opportunity to display their […]

Self-serve advertising refers to a model where advertisers have direct control and management over their advertising campaigns without the need for intermediaries or extensive manual assistance. It enables advertisers to create, launch, monitor, and optimize their digital advertising campaigns through self-service platforms provided by ad networks, ad exchanges, or social media platforms. In self-serve advertising, […]

A seller ID is a distinctive code allocated to a particular seller or publisher within the digital advertising ecosystem. This code aids in differentiating and monitoring individual sellers or publishers involved in advertising transactions, particularly in the realm of programmatic advertising. The significance of Seller IDs is paramount for the streamlined operation of the adtech […]

A seller rating is a mechanism e-commerce platforms employ to evaluate and rank sellers according to their historical performance. The primary objective of seller ratings is to offer buyers insights into which sellers are more likely to deliver a positive customer experience and to incentivize sellers to enhance their performance. These ratings typically consist of […]

A Seller-Side Platform (SSP) is a tech platform employed by publishers to efficiently manage and enhance the sale of their digital ad inventory to advertisers. As a bridge between publishers and demand sources, the SSP streamlines the ad monetization process. This platform is pivotal in programmatic advertising, empowering publishers to effectively capitalize on their digital […]

Server-side ad insertion (SSAI), also called dynamic ad insertion, facilitates the smooth integration of video ads into content streamed on internet-enabled devices. When users stream video or OTT content on internet-enabled devices through content delivery networks, the SSAI server comes into play during ad breaks. It requests ads from third-party ad servers and seamlessly incorporates […]

A session refers to a period of user activity on a website or application. It represents the duration a user interacts with a website or app, typically from when they arrive until they leave or remain inactive for a specific period. When users first access a website or open an app, they initiate a session, […]

SKAdNetwork, or “StoreKit Ad Network,” is an advertising attribution framework introduced by Apple for iOS devices. The company designed SKAdNetwork to address privacy concerns and offer a more private and secure method for measuring the effectiveness of mobile advertising campaigns, especially in the context of app installs and user engagement, all while safeguarding user privacy.

Smart bidding is an automated approach leveraging machine learning algorithms to establish bid values for advertising campaigns autonomously. The primary objective of employing smart bidding strategies is to enhance the likelihood of achieving increased conversions, such as sales or leads while adhering to the specified target return on investment (ROI).

Social ads refer to paid advertising campaigns businesses design for display on social media platforms. Social media platforms like TikTok, LinkedIn, Twitter, Facebook, Instagram, and others offer companies and advertisers the opportunity to create and promote content to reach their target audiences. Social ads can come in various formats, including images, videos, carousel ads, stories, […]

Social media advertising means the practice of using social media platforms to boost products, services, brands, or content to a targeted audience. It involves creating and running paid advertising campaigns on social media networks to get potential customers and engage with existing ones.

Software as a service means a cloud computing model that delivers software over the internet through a subscription-based approach. In contrast to conventional installations on local devices, SaaS allows users to access and utilize the software using a web browser. The hosting maintenance of servers, databases, and code is handled by the SaaS provider, freeing […]

Sophisticated Invalid Traffic (SIVT) denotes a form of fraudulent or unauthorized activity within the digital advertising sector. SIVT encompasses intricate and advanced strategies wrongdoers utilize to produce counterfeit ad impressions, clicks, or engagement measurements, all in a bid to mislead advertisers, ad networks, and publishers. In contrast to more straightforward variations of fraudulent traffic, SIVT […]

SPO stands for Supply-Path Optimization. It is a practice that focuses on optimizing the supply side of programmatic advertising transactions. It includes evaluating and determining the most effective and efficient paths through which ad inventory is bought and sold in the programmatic ecosystem.

Sponsored ads, also known as sponsored content or native advertising, refer to a form of advertising created to seamlessly blend in with the surrounding content to provide a less intrusive and more engaging user experience. Digital marketing and adtech commonly utilize this type of advertising. Online platforms like websites, social media platforms, or search engines […]

A sponsored listing ad, often known as a “promoted listing ad,” is a form of advertisement predominantly employed in eCommerce. These ads promote vendors’ products through various channels, such as search results, blogs, emails, in-app notifications, and other platforms owned and managed by e-retailers. Numerous websites adopt sponsored listings, encompassing eCommerce multi-brand retailers, online marketplaces, […]

Sticky ads are advertisements that remain affixed to the user’s screen, persisting even as they scroll through the page. This type of ad can enhance viewability optimization without adversely affecting the overall user experience.

SVOD (Subscription Video on Demand) is a platform that operates by charging users a monthly or annual subscription fee. These fees often include a variety of bundled offerings or access provided in different tiers. For instance, Netflix is an exemplary SVOD service that offers three distinct subscription options, each with unique features. These options encompass […]

Supply Path Optimization (SPO) is a practice that helps to enhance the efficiency and transparency of the supply chain between advertisers and publishers. It involves evaluating and optimizing the routes through which ad inventory is purchased and delivered, aiming to improve performance and reduce costs. The supply chain can involve multiple intermediaries in programmatic advertising, […]

A supply source denotes a publisher who possesses and can furnish the digital space, often in the form of a website, app, or other media, required for serving and displaying ads to visitors. Essentially, publishers act as the providers of digital ad space, commonly known as “ad inventory,” in the online realm. Supply sources may […]

A Supply-Side Platform (SSP) is a technology platform publishers and content creators use to manage and monetize their digital advertising inventory using a single interface. SSPs serve as intermediaries between publishers and advertisers, facilitating the sale and distribution of ad space on publishers’ websites or mobile apps. Using an SSP, publishers can efficiently connect their […]

A tag is a concise piece of code employed to designate a brief “snippet” or “block” of functionality integrated into a website. Typically associated with a larger system, software, or set of functionalities, tags contribute specific capabilities within this broader context. Within ad tech, publishers may utilize tags to implement particular website functionalities. This includes […]

A target audience comprises individuals or consumers sharing common characteristics, traits, behaviors, interests, demographics, or other defining attributes. This audience includes the intended recipients of specific messages, products, services, or marketing campaigns. Recognizing and comprehending the target audience is pivotal in marketing and communication strategies. It facilitates tailoring messages and offerings to align with the […]

Target Cost-Per-Action (CPA) means involving advertisers establishing a specific cost threshold they are willing to pay for a desired user action within a digital advertising strategy. The particular action sought can vary depending on the campaign’s objectives, ranging from making a purchase or completing a form to subscribing to a newsletter, downloading an app, or […]

Target CPM is a bidding strategy where advertisers specify the maximum charge they are willing to pay for every 1,000 ad impressions to achieve a certain level of ad performance or visibility. Advertisers using Target CPM are primarily interested in controlling costs while aiming to reach a specific audience or achieve certain campaign objectives. Advertisers […]

A third-party is a platform the advertiser uses in the ad tech ecosystem. For instance, if an advertiser employs an ad server to store ad creatives and enhance their ad campaigns, that ad server is termed a third-party ad server. In ad tech, publishers have consistently held the status of the first-party, as they directly […]

A third-party cookie is a tracking cookie used in web browsers to collect data about a user’s browsing behavior across multiple websites, even if the user is not directly interacting with those third-party websites. Advertisers, marketers, and analytics companies have widely used these cookies to gather information about users’ interests, habits, and preferences. Companies utilize […]

Third-party data is information collected by an entity separate from the direct relationship between a business and its customers. It is data collected by external sources, typically other companies or data providers, and is then made available for various purposes, such as marketing, advertising, analytics, or research.

A tracking code, also called a web beacon or tracking pixel, is a small piece of code strategically placed on a website or landing page for data collection purposes. This collected data serves various functions, including analyzing website traffic, evaluating marketing campaign effectiveness, and customization of user experiences. In the realm of (PPC marketing, tracking […]

Traffic Bridge is BidsCube’s proprietary development consisting of a set of features and software optimizations for better interaction between the programmatic ecosystem components, namely SSP, DSP, and Ad Exchange. Implementing this technology shows remarkable results, decreasing inefficient traffic inside the ecosystem up to four times, which means a massive performance improvement. This technology allows the […]

Transactional Video on Demand (TVOD) refers to video services where users can access specific pieces of content for a single, upfront payment. After making the payment, users gain the rights to download and possess the content but do not have permission to distribute or modify it. A prime illustration of TVOD is renting a movie […]

A unique user identifier consists of data stored in a cookie, facilitating the identification and tracking of a user’s actions across different platforms. UUID can offer an alternative or supplementary approach to identifying users across various platforms and devices without relying on personally identifiable information (PII).

A universal ID is a distinctive user identifier enabling the identification of users across diverse websites and devices. These IDs originate from stored IDs in cookies, mainly first-party cookies and device IDs found in smartphones, tablets, and other devices. While some universal IDs function within a specific environment, like web browsers, others strive to identify […]

Unreserved inventory, or non-guaranteed inventory, unlike guaranteed inventory, encompasses ad inventory that is not exclusively reserved or earmarked for a specific advertiser. In the case of unreserved inventory, there are no expectations regarding a minimum number of impressions for an advertiser, as there are no specific deals or arrangements for the particular inventory. Occasionally, industry […]

User typically refers to an individual interacting with digital platforms, websites, apps, or other online content displaying advertisements. Users are the target audience for advertising campaigns, and adtech systems aim to understand user behavior, preferences, and demographics to deliver relevant and engaging advertisements.

The user is a person who explores the Internet, encountering advertisements along the way.

User Acquisition (UA) refers to acquiring new users or customers for a mobile app, website, or online service through targeted advertising campaigns. It is an essential detail of digital marketing strategies, particularly in the mobile app industry, where competition for user attention and market share is intense. User Acquisition is a continuous process that aims […]

A user agent is a data string web browsers transmit when they request content from websites or ad servers. This string includes browser details, such as version, device type, and operating system. When the website or ad server receives this request, it can use the user agent information to ensure that the content or advertisements […]

User data means any information linked to a user, including behavioral and demographic data.

A user profile refers to information about an online individual, accompanied by an identifier or a collection of identifiers (such as device ID, cookies, and more).

User sync typically refers to a process of synchronizing user data between different advertising platforms, ad networks, or data management platforms (DMPs). The primary goal of user sync is to enable more effective and coordinated ad targeting and personalization across various digital advertising channels.

VAST stands for Video Ad Serving Template. It is a standard XML-based protocol developed by the Interactive Advertising Bureau (IAB) to facilitate the communication between video players and ad servers to deliver video advertisements. VAST provides a standard format that allows ad servers to deliver video ads to various video players or platforms, ensuring compatibility […]

VAST Error refers to an issue that occurs during the playback of a video ad using the VAST protocol. VAST errors can happen for various reasons, and they can disrupt the intended playback of video ads. VAST error codes and descriptions provide insights into the specific issue that occurred, helping diagnose and resolve the problem.

VAST inline response denotes a phase in the VAST ad serving process wherein the media file of the ad creative, along with its tracking URLs, is embedded directly within the code of the video player.

VAST Redirect is a VAST ad response pointing to another VAST response (sometimes called the downstream VAST response).

VAST Tag in digital advertising stands for Video Ad Serving Template. It is a set of standardized protocols for serving video ads to players on websites or mobile apps. VAST automates and enables seamless ad delivery of video advertising across multiple platforms and devices by providing a format for such ad serving. VAST tags support […]

A VAST wrapper is a VAST instance that redirects to another URL to deliver a VAST ad. This wrapper may contain its own set of tracking URLs, which trigger concurrently with the tracking URLs for the VAST ad.

vCPM, which stands for Viewable Cost per Mille, is an advertising metric that gauges the frequency at which users actually see an ad, as opposed to just how often the seller displays it. While the traditional CPM measures the cost per thousand impressions, vCPM focuses on the price for a thousand viewable impressions. Viewable impressions […]

A video ad refers to a digital advertisement that uses video content to convey a marketing message or promote a product, service, or brand. Video ads are prominent in online advertising and appear on diverse platforms, including websites, social media platforms, mobile apps, and video streaming services. These advertisements find their place across diverse online […]

Video Completion Rate (VCR) is a metric used in digital advertising to measure the percentage of viewers who watch a video ad to its completion. It provides insights into the effectiveness of a video ad campaign by indicating how engaging the content is and how successful it is at retaining viewers until the end. The […]

Video on Demand (VOD) is a television service rooted in the traditions of linear TV but adapted for the modern era. It empowers viewers by enabling them to watch their favorite TV shows or movies at their convenience, essentially putting them in control of their viewing experience. With VOD, users can select individual programs or […]

View conversion refers to a specific action or event when a user who has viewed an ad takes a desired action afterward. This action could be anything from clicking on the ad, purchasing, signing up for a newsletter, or any other engagement the advertiser considers valuable.

The View-Through Conversion represents the proportion of users who, after merely viewing an ad without clicking on it, subsequently visit the ad’s related conversion page and engage in the desired action within a specified timeframe. This metric stands apart from click conversion rates as it quantifies conversions that do not originate from direct ad clicks. […]

Viewability is a gauge to determine whether an advertisement has the opportunity to capture a user’s attention. It assures marketers that their message is visible to a potential customer. Viewability in digital goes a step further by quantifying the actual frequency with which the ad was presented to users, offering valuable insights into the ad’s […]

A viewable impression refers to a metric used to measure the visibility of a digital advertisement on a webpage or within an app. It represents whether an ad was potentially viewable by a user as it loaded on a screen. Viewable impressions are vital because they help advertisers and publishers assess their ads’ actual visibility […]

Virtual IP is an IP address that does not correspond to an individual physical device but instead represents a group of servers or network resources in the environment. Their primary usage is improving the flexibility and availability of different environments in networking or server management systems.

VMAP is a standard protocol used in the digital advertising industry to define the structure and timing of video ad placements within a video content stream. VMAP provides a way to schedule and manage the delivery of multiple video ads, such as pre-roll, mid-roll, and post-roll ads, within a single video playback session. VMAP is […]

A vMVPD refers to a digital service offering a collection of live TV channels and sometimes on-demand content over the Internet. Many consider it an alternative to traditional cable or satellite TV services, as it offers a means to access various television channels without requiring a physical line or satellite connection. A vMVPD simulates the […]

VPAID, or Video Player Ad Interface Definition, is a standard for interactive in-stream video advertising. The Interactive Advertising Bureau (IAB) developed it to establish a consistent framework for how video ads are displayed and interacted with within video players on websites and apps. VPAID enables more dynamic and interactive video ads by allowing ad creatives […]

View-through Attribution (VTA) is a method used in digital advertising to measure the effectiveness of display or video ad campaigns based on the number of users who saw an ad (impressions) and subsequently took a desired action, such as visiting the advertiser’s website or making a purchase, without clicking on the ad.

Walled gardens are self-contained digital environments or platforms where a company exercises strict control over its data and advertising resources. These self-contained ecosystems frequently impose restrictions on third-party entry, data sharing, or the integration of external advertising technologies. This concept is commonly associated with prominent online platforms and social media networks like Facebook, Google, and […]

A waterfall is a traditional ad serving and bid prioritization method publishers use to fill their ad inventory. The Waterfall approach involves a sequential process where the first bid higher than the floor price wins. In recent years, the Waterfall model has mainly been replaced or augmented by more advanced ad-serving techniques, such as header […]

Beacon refers to a small piece of code or a signal embedded in a web page, email, or mobile app to track user interactions and gather data on user behavior. Advertisers and marketers commonly use Beacons for various purposes, such as tracking ad impressions, clicks, conversions, and user engagement.

A web server is a combination of software and hardware that employs protocols like HTTP (Hypertext Transfer Protocol) and others to cater to client requests from the Internet. The primary part of a web server is to facilitate the presentation of website content by storing, processing, and delivering webpages to users.

White-label refers to a product or service developed by one company but branded and sold by another company as its own. The term “white label” originates from labeling products with a clean, blank white label that the reselling company can customize with its branding. In the adtech industry, technology providers, platforms, or service providers commonly […]

A whitelist is a list of trusted entities, such as websites, apps, or advertisers, that receive permission to participate in a specific advertising campaign or display their ads on a particular platform. The purpose of a whitelist is to establish a controlled environment and ensure that only authorized entities can serve ads or have their […]

Win rate refers to the percentage of ad impressions won in real-time bidding (RTB) auctions or programmatic advertising exchanges. It represents the success rate of bidding on available ad inventory and winning the opportunity to serve an ad. Multiple advertisers or demand-side platforms (DSPs) submit bids when an ad exchange conducts an auction for available […]

A wrapper (also known as a header bidding wrapper or a container or framework) is a JavaScript code snippet added to a website’s header. Its primary functions include running header auctions by sending bid requests to demand partners, collecting and processing bid responses, and enforcing rules to ensure efficient auctions. These rules encompass parameters like […]

Yield refers to the revenue generated from digital advertising campaigns or the efficiency of an ad inventory in terms of revenue generation. It’s a critical metric used by publishers, advertisers, and ad networks to assess the performance and profitability of their advertising efforts.

Yield management is a process that involves closely monitoring and analyzing your advertising campaigns, leveraging the data gathered to fine-tune your ads for peak performance. Publishers and advertisers rely on factors like contextual cues, audience behavior insights, ad placement details, and similar information to optimize their creatives for maximum profitability.

Yield optimization refers to the process of maximizing the revenue generated from a publisher’s digital advertising inventory. Advertisers use yield optimization strategies and technologies to ensure they achieve the highest possible earnings from the available ad space on websites, apps, or other digital properties. This involves various techniques and practices to improve ad fill rates, […]

Zero-party data refers to the information individuals willingly and proactively provide to companies or brands about themselves, their preferences, and their interests. The name “zero-party” data originates from individuals who actively and voluntarily share it, bypassing traditional data collection methods and third-party intermediaries. Unlike first-party data, generated through user interactions with a company’s owned channels […]