Adtech Glossary - F

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 […]