Adtech Glossary - P

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 […]