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Walled Gardens
Walled gardens are self-contained digital environments or platforms where a company exercises strict control over its data and advertising resources. These self-contained ecosystems frequently impose restrictions on third-party entry, data sharing, or the integration of external advertising technologies. This concept is commonly associated with prominent online platforms and social media networks like Facebook, Google, and […]
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Waterfall method
A waterfall is a traditional ad serving and bid prioritization method publishers use to fill their ad inventory. The Waterfall approach involves a sequential process where the first bid higher than the floor price wins. In recent years, the Waterfall model has mainly been replaced or augmented by more advanced ad-serving techniques, such as header […]
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Web Beacon
Beacon refers to a small piece of code or a signal embedded in a web page, email, or mobile app to track user interactions and gather data on user behavior. Advertisers and marketers commonly use Beacons for various purposes, such as tracking ad impressions, clicks, conversions, and user engagement.
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Web Server
A web server is a combination of software and hardware that employs protocols like HTTP (Hypertext Transfer Protocol) and others to cater to client requests from the Internet. The primary part of a web server is to facilitate the presentation of website content by storing, processing, and delivering webpages to users.
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White-Label
White-label refers to a product or service developed by one company but branded and sold by another company as its own. The term “white label” originates from labeling products with a clean, blank white label that the reselling company can customize with its branding. In the adtech industry, technology providers, platforms, or service providers commonly […]
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Whitelist
A whitelist is a list of trusted entities, such as websites, apps, or advertisers, that receive permission to participate in a specific advertising campaign or display their ads on a particular platform. The purpose of a whitelist is to establish a controlled environment and ensure that only authorized entities can serve ads or have their […]
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Win Rate
Win rate refers to the percentage of ad impressions won in real-time bidding (RTB) auctions or programmatic advertising exchanges. It represents the success rate of bidding on available ad inventory and winning the opportunity to serve an ad. Multiple advertisers or demand-side platforms (DSPs) submit bids when an ad exchange conducts an auction for available […]
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Wrapper
A wrapper (also known as a header bidding wrapper or a container or framework) is a JavaScript code snippet added to a website’s header. Its primary functions include running header auctions by sending bid requests to demand partners, collecting and processing bid responses, and enforcing rules to ensure efficient auctions. These rules encompass parameters like […]
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