Adtech Glossary - B

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 […]