Adtech Glossary - D

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 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 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 […]

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 […]

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 […]

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.

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 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 […]

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, […]

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 […]

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 […]