Adtech Glossary - A

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 […]

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 […]

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 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 […]

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 […]

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 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 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 […]

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, […]

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 […]

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.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 […]

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 […]

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 […]

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 […]

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.

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, […]