Adtech Glossary

A/B testing, or split testing, is standard practice in digital marketing. It is a method used to compare two versions of an advertisement or a webpage to determine which performs better in achieving a specific goal or objective. The plan could be increasing click-through rates, conversions, or user engagement. A/B testing allows advertisers and marketers […]

Account-Based Marketing is a strategic marketing technique that targets specific high-value accounts or companies rather than a broad audience. In ABM, marketing and sales teams work closely to create personalized and highly targeted campaigns catering to individual target accounts’ unique needs and interests. Account-Based Marketing is especially useful for B2B companies or those focusing on […]

An ad audience refers to a specific group of individuals or users targeted to receive a particular advertisement based on specific criteria. Advertisers and marketers use ad audiences to ensure that their ads are delivered to the most relevant and interested users, increasing the chances of achieving their advertising goals. Advertisers can optimize their ad […]

An ad blocker is a software application or browser extension that prevents advertisements from being displayed on websites or other digital platforms. Its primary function is to eliminate or obstruct various forms of advertising, including banner ads, pop-up ads, video ads, and sponsored content so that users can browse the internet without interruption. Ad blockers […]

An ad budget refers to the specific amount of money an advertiser or company allocates to spend on advertising activities within a given period, typically a campaign or a fiscal year. The ad budget plays a crucial role in planning and executing advertising strategies, as it determines the resources available to reach the intended audience […]

Ad budget optimization refers to the process of strategically managing and distributing advertising budgets across different campaigns, channels, or ad placements to achieve the best possible return on marketing investment (ROMI) and overall performance. Ad budget optimization aims to ensure advertisers use the allocated ad spend efficiently and effectively, maximizing the impact of their advertising […]

An ad campaign, short for an advertising campaign, refers to a coordinated series of advertisements and promotional activities designed to achieve specific marketing objectives within a given time frame. It involves strategically planning, creating, and implementing various promotions across multiple channels to deliver a consistent message to a target audience. Typically, companies develop ad campaigns […]

By ad exchange, we understand an automated programmatic marketplace that contributes to the buying and selling of online advertising inventory in real-time through an auction-based system. It is a platform where advertisers’ and publishers’ needs are connected efficiently and transparently. Ad exchanges revolutionized the ad-buying process by introducing programmatic advertising, which relies on automated technology […]

An ad impression occurs when an advertisement appears on a web page or mobile app. It represents a single instance of showing an ad to a user. When an ad impression happens, it indicates that the ad has loaded and is viewable to the user, although it does not guarantee that the user has seen […]

Ad metrics are a set of quantifiable measurements and data points used in digital advertising to assess the performance and effectiveness of advertising campaigns. These metrics give advertisers, publishers, and marketers valuable insights into their ads’ performance and whether they achieve their intended objectives.

Ad ops refer to services that oversee digital ad sales online. These ads predominantly appear as banner ads on websites, with additional formats such as video or audio ads on streaming services. The technology used in ad operations connects websites with available ad space to advertisers seeking to purchase ad placements. Most digital ads are […]

By ad server, we understand a technology platform that is the central system responsible for managing and delivering digital advertisements to target audiences on websites, mobile apps, or other digital channels. Ad servers play a critical role in the ad ecosystem, as they handle the complex ad delivery process, tracking, and reporting for advertisers, publishers, […]

Ad tech, short for advertising technology, refers to the use of technology, tools, and platforms to automate and optimize the process of buying, selling, delivering, and analyzing digital advertising. Ad tech is an industry at the intersection of advertising and technology that brings together advertisers, publishers, and technology companies that develop advertising solutions encompassing various […]

Addressability refers to the ability to deliver targeted and personalized advertisements to specific individuals or groups of individuals. Addressable advertising relies on data and technology to determine and get the most suitable audience for a particular ad campaign. This contrasts traditional, non-addressable advertising, which often involves broadcasting the same message to a broad and potentially […]

Ads.txt (or Authorized Digital Sellers) is an initiative in the digital advertising industry that helps combat fraud and unauthorized selling of ad inventory. Publishers place a simple text file on their websites to publicly declare the authorized sellers or resellers of their digital advertising inventory. The purpose of Ads.txt is to create transparency and provide […]

Advanced TV refers to the evolving landscape of television advertising beyond traditional linear TV advertising and incorporates more sophisticated, data-driven, and targeted advertising methods. Advanced TV leverages digital technologies and data to deliver ads to specific audiences on connected TV platforms, over-the-top (OTT) devices, and other internet-enabled television services. Advanced TV becomes a powerful tool […]

Advertising-Supported Video on Demand (AVOD) refers to video streaming services available to users at no cost, with their revenue primarily derived from advertising placements. In the AVOD model, each view contributes a modest income, making it particularly appealing to content creators who can amass a substantial viewership and consistently offer a significant content volume. Success […]

Application Delivery Management (ADM) refers to the technologies used to optimize and manage the delivery of advertising content and applications across various digital channels. It encompasses a range of activities to ensure that digital ads and applications are delivered efficiently, reliably, and with high performance to target audiences. ADM is critical for providing a seamless […]

Attribution in marketing and advertising refers to assigning credit to various marketing channels, touchpoints, or activities that contribute to a desired outcome or conversion. It involves identifying and understanding the impact of each marketing effort on a customer’s decision to take a straightforward action, such as making a purchase, filling out a form, or signing […]

In programmatic advertising and marketing, an auction is the real-time bidding process to buy and sell digital ad inventory. It is an automated and dynamic auction system where advertisers compete for ad impressions in real time, with the highest bidder winning the opportunity to display their ad.

In programmatic advertising and marketing, an audience is a specific group of people who share common characteristics, interests, or behaviors. It represents a targeted population segment marketers aim to reach with their advertising messages and campaigns.

An audio ad, or an audio commercial, is a form of advertising primarily delivered through audio channels, such as radio, streaming music platforms, podcasts, and other audio content. Its purpose is to convey a marketing message or promote a product or service to the audience through audio content. Audio ads typically consist of spoken words, […]

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 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.

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.

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 […]

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 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 […]

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 […]

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 […]

A click refers to an action taken by a user when they interact with an ad or a link, typically by clicking on it using a mouse or tapping on it with their finger on a touchscreen device. Clicks are an essential metric in advertising and marketing campaigns as they indicate user engagement and interaction […]

Click-Through Rate (CTR) refers to a digital advertising metric that estimates the percentage of users who click on a specific link or call-to-action in an advertisement, landing page, or email relative to the total number of users exposed to the ad. Advertisers and marketers commonly use CTR to evaluate online advertising campaigns’ effectiveness and engagement […]

Clickunder advertising is a variant of pop-up advertising, presenting a full-page advertisement beneath the user’s current webpage. Unlike traditional ads, clickunders immediately guide users to the offer’s landing page without any intermediary banners or creative content interrupting their experience.

The completion rate is an essential metric that helps advertisers and publishers assess how engaging and relevant their video ad content is to the audience. A high completion rate indicates that the video content resonated well with viewers, encouraging them to watch the ad. In contrast, a low completion rate may suggest that the ad […]

Connected TV (CTV) is television sets or devices connected to the internet, permitting users to access and stream digital content directly on their televisions. CTV typically refers to smart TVs, streaming media players, gaming consoles, and other devices that enable users to consume online video content on their TV screens. Unlike traditional broadcast or cable […]

A Consent Management Platform (CMP) is a tool or software utilized in the adtech sector to assist website publishers and advertisers in handling user consent for data collection and targeted advertising, all while adhering to data protection regulations. The primary purpose of a CMP is to provide transparency and control to users over their data […]

Contextual ads represent a form of online advertising that appears to users in response to the content they are browsing or the keywords they have recently used in their searches. Advertisers meticulously tailor these advertisements to align with the content’s context, intending to increase the likelihood of grabbing the user’s interest and engagement.

Contextual targeting is a method used in advertising and marketing to display ads to users founded on the context of the content they are presently engaging with or viewing. Instead of relying on user-specific data or individual behavior, contextual targeting focuses on understanding the context of a web page, app, or content to determine the […]

Conversion refers to the action which users or customers complete in response to a marketing effort. It represents a successful outcome or desired behavior that aligns with the objectives of a campaign or business. Examples of conversions encompass various actions, such as subscribing to a service, completing a form, executing a purchase, or downloading files […]

Conversion Rate (CVR) is a percentage of users or visitors completing a desired action or conversion goal out of the total number of people interacting with a website, landing page, or marketing campaign. It is a key metric used to gauge the effectiveness and success of a marketing or advertising effort in generating desired outcomes. […]

Conversion tracking is a crucial process in digital advertising and marketing that involves monitoring and measuring specific actions taken by users, which are considered valuable or desirable outcomes for the advertiser. We refer to these actions as “conversions.” The primary goal of conversion tracking is to assess the significance of ad campaigns and understand their […]

Cookie sync, also known as cookie matching, is a process that allows different advertising platforms or websites to share user data using cookies. It is essential for enabling more accurate and targeted advertising across various platforms and ecosystems. It helps create a seamless user experience across different websites and platforms and enables advertisers to deliver […]

Cookie syncing, also called cookie matching, is a procedure that enables various ad-tech partners, including SSPs, DSPs, ad exchanges, DMPs, and CDPs, to harmonize their cookies. The primary purpose of cookie syncing is to enable these advertising technology providers to align their tracking cookies or identifiers, allowing for more effective and coordinated ad targeting and […]

Cookies are small parts of data that websites store in a user’s web browser when the user visits them to enhance functionality, remember preferences, track user behavior, and support targeted advertising. These text files serve various purposes and are essential in improving the user experience on the internet. Cookies serve different purposes, including maintaining user […]

COPPA represents the Children’s Online Privacy Protection Act. It is a United States federal law enacted in 1998 and implemented by the Federal Trade Commission. COPPA aims to protect the privacy and personal information of children under 13 when they use online services. The primary purpose of COPPA is to give parents, or guardians control […]

Cost per action (CPA) is an online advertising pricing model in which advertisers only pay when the user makes a specific effort. The action can vary depending on the goals of the advertising campaign and the specific terms agreed upon between the advertiser and the publisher. In a CPA model, advertisers define the desired action […]

Cost per click (CPC) is an online advertising pricing model in which advertisers pay a predetermined amount each time a user clicks on their ad. People frequently use CPC in online advertising platforms like Google Ads and Bing Ads, as well as across various online display networks. In a CPC model, advertisers bid on keywords […]

Cost Per Conversion (CPC) is a metric used in digital advertising to measure the average cost incurred by an advertiser to achieve a specific conversion goal. A conversion can be any desired action the advertiser wants the audience to take, such as making a purchase, filling out a form, downloading an app, or subscribing to […]

Cost Per Install (CPI) is a metric used in mobile app marketing to measure the average price an advertiser pays for each installation or download of their mobile application. CPI is a key performance indicator (KPI) for app developers and marketers as it helps them understand the efficiency and effectiveness of their app promotion campaigns […]

Cost Per Mille (CPM) is a common advertising metric that measures the cost of displaying a thousand ad impressions. The term “mille” comes from the Latin word for one thousand. CPM is primarily used in display advertising, where advertisers pay for the number of times their ad is shown to users, regardless of whether the […]

Cost Per Mille Viewable Impressions (vCPM) is a digital advertising metric used to calculate the cost of a thousand viewable ad impressions. In online advertising, an “impression” refers to displaying an ad to a user on a webpage or within an app. However, not all impressions are seen by users, as they might be below […]

A “crawler,” also known as a “web crawler,” “spider,” or “bot,” refers to a software program or automated script that systematically navigates the internet and gathers information from websites. Search engines, ad networks, and other online platforms commonly use these crawlers to index web pages, collect data, and provide users with relevant content or advertisements. […]

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 […]

An email ad, also known as an email advertisement or email marketing campaign, is a promotional message or advertisement sent directly to individuals’ email addresses. It is a form of digital marketing where businesses or organizations leverage email as a medium to communicate with their target users and promote their products, services, or special offers. […]

The endpoint is a link on the receiving party’s side where the sending party delivers requests for all bid opportunities in the JSON format, which the IAB standardizes.

Exchange bidding is an adtech solution launched by Google within its Google Ad Manager platform. Its primary aim is to optimize and simplify the programmatic ad buying and selling process through real-time auctions.

Expanded Text Ads represent a digital advertising format utilized primarily in search engine marketing and pay-per-click campaigns. Google introduced ETAs as an advancement over standard text ads, granting advertisers expanded ad space and greater flexibility to communicate their message precisely. For advertisers seeking to enhance their ad performance and effectively engage their target audience, ETAs […]

Expdir is the BidRequest attribute of the oRTB specification from IABtechlab, a banner object that indicates the directions in which a banner may deploy.

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 […]

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 […]

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 […]

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. […]

The General Data Protection Regulation (GDPR) is an extensive law focused on data protection and privacy, which became effective on May 25, 2018, in the European Union (EU). Its primary goals are to fortify and harmonize data protection regulations across EU member states and to offer more robust safeguards and control over personal data for […]

General Invalid Traffic refers to a class of invalid or fraudulent activities associated with online advertising. It involves various non-human actions that artificially boost ad impressions, clicks, and other engagement metrics, resulting in inaccurate and deceptive performance data for advertisers and publishers. GIVT encompasses activities like automated bots, spiders, or crawlers that imitate human interactions […]

Geotargeting, or location-based targeting, is a digital marketing approach targeting specific audiences based on location. This strategy aims to deliver content, advertisements, or services most relevant to each audience by utilizing geographic data like country, city, ZIP code, or GPS coordinates. This marketing tactic empowers businesses and advertisers to customize their outreach efforts, providing personalized […]

Gzip is a file format crafted to condense HTTP content before being sent to a recipient. It employs the gzip algorithm to diminish file dimensions and enhance transmission efficiency. Most web servers already possess the capability to apply gzip compression to response content. They would like the response compression for an exchange to signal, and […]

Header bidding is an advanced programmatic advertising strategy used in the digital advertising industry to maximize ad inventory revenue for publishers. The auction process takes place within the header section of a webpage, giving it the name “header bidding.” When users visit a website with header bidding, the available ad slots are simultaneously opened to […]

Impression refers to the display of an advertisement on a web page or inside a mobile application. It represents a single instance of an ad being served to a user’s screen, regardless of whether the user engages with it. When a website or app loads a page or content that contains advertising space, an ad […]

In-app advertising refers to displaying advertisements within mobile applications (apps). It involves delivering targeted ads to users while engaging with a specific app on their mobile devices. In-app advertising allows advertisers to reach a highly engaged and targeted audience within mobile apps. Advertisements can take various forms, such as banner ads, interstitial ads, native ads, […]

In-banner video ads are a type of digital advertisement that combines the visual elements of a video with the format of a standard banner ad. These ads typically appear as rectangular banners on a web browser or within a mobile app, but instead of displaying static images or text, they incorporate video content. In an […]

In-game advertising refers to using technology and data-driven strategies to deliver targeted advertisements within video games. It involves the integration of advertising technology solutions into gaming platforms or games themselves to serve ads to players. In-game advertising involves the placement of ads within the game environment or integrating brand messaging and product placements into the […]

In-house advertising refers to an organization or company handling its advertising and marketing activities internally without outsourcing them to external advertising agencies or third-party service providers. Instead of relying on external partners, the company establishes its in-house advertising department or team to plan, execute, and manage its advertising campaigns and initiatives. In-house advertising offers several […]

In-store advertising refers to using advertising technology and data-driven strategies to deliver targeted advertisements and personalized messaging within physical retail store environments. It involves the integration of adtech solutions and tools into the in-store advertising process to enhance the effectiveness and relevance of the advertisements. Adtech platforms and technologies enable retailers and advertisers to leverage […]

In-stream video is a video advertisement seamlessly integrated into online video content. It is an advertising format commonly used in digital media platforms such as mobile apps, websites, and streaming services. In-Stream Video ads typically display before, during, or after the main video content that users consume. In-stream video ads often support various formats, including […]

The Interactive Advertising Bureau is an industry trade group representing the digital advertising sector. This global organization acts as a unifying force, bringing together publishers, advertisers, ad agencies, technology vendors, and other stakeholders engaged in the digital advertising ecosystem. At its core, the IAB dedicates itself to supporting and fostering the expansion of the digital […]

An interstitial advertisement is a type of advertisement that occupies the entire screen of the hosting application’s interface. These advertisements are strategically positioned between content segments and commonly appear during transitional moments within the app experience, such as between different app sections, during pauses, or amid various levels in a gaming scenario. When users encounter […]

Invalid traffic (IVT) is any activity or behavior that generates fraudulent or illegitimate impressions, clicks, or interactions with digital advertisements. IVT encompasses various deceptive practices aimed at manipulating ad metrics, misleading advertisers, or generating unlawful revenue. It is a significant concern in the digital advertising industry. Adtech companies employ various measures and technologies to combat […]

Inventory refers to the available advertising space or placements that publishers or media companies have to offer to advertisers. It can include various digital advertising formats such as banner ads, video ads, native ads, or sponsored content. Inventory can be specific to a particular website, mobile app, or digital platform, and it represents the space […]

IDFA, or Identifier for Advertisers, is a unique code Apple assigns to iOS devices. Advertisers utilize this code to monitor user data and deliver tailored ads. IDFA aids in tracking and recognizing users while maintaining their privacy and connecting user actions to campaigns. This data enables pinpointing user origins and understanding user types from various […]

JSON (JavaScript Object Notation) is a compact data interchange format that enhances transparency and accountability within programmatic advertising. By revealing the entities engaged in the sale of digital advertising inventory, JSON empowers buyers to ascertain the credibility of sellers and gain insight into the supply chain. This, in turn, cultivates a more reliable and streamlined […]

A landing page means a dedicated web page that is the starting point for visitors who click on a link or advertisement. Its primary purpose is to focus on a single goal, like enticing visitors to sign up for a newsletter, download a free resource, make a purchase, or fill out a form. When businesses […]

The largest contentful paint is a user-centric performance metric that calculates the loading speed of a web page. It is an essential aspect of Core Web Vitals, a set of metrics introduced by Google to evaluate and improve the user experience of websites. LCP focuses explicitly on the perceived load time of the most significant […]

Lazy loading is an optimization technique that aims to enhance webpage performance and user experience by delaying the loading of advertisements until they are necessary or visible within the user’s viewport. In this approach, the page does not load ad units immediately. Instead, only the ads currently visible or close to being visible on the […]

Linear TV is a traditional mode of television broadcasting where content is scheduled and delivered in sequential, predetermined order. It is commonly associated with broadcasting television programs on channels planned at specific times. In linear TV, viewers tune in to a specific channel at a certain time to watch the program or content aired. The […]

A lookalike audience means a group of people who exhibit similar characteristics, interests, and behaviors as an existing target audience or customer base. Ad platforms and advertising networks create this audience using data analysis or other algorithms. The primary purpose of creating a lookalike audience is to expand the reach of advertising campaigns to a […]

The lurl functions as a loss notification URL, which the exchange activates in cases where it determines that a bid has not succeeded. An exchange-specific policy may preclude support for loss notices or the disclosure of winning clearing prices.

Machine Learning is a field of study and an application of artificial intelligence that concentrates on designing algorithms and models that enable computers to learn and make forecasts or decisions without being explicitly programmed. ML algorithms analyze and interpret patterns in data, learn from them, and apply that knowledge to make informed predictions or take […]

Macros refer to algorithms of actions that track URLs or ad tags to collect and pass dynamic information about an ad impression, click, or conversion. Macros often capture data like timestamps, user agent information, referring URLs, creative IDs, and more. They allow advertisers, publishers, and ad networks to gather valuable data about how ads perform […]

MadTech refers to the intersection of marketing and advertising with technology, encompassing the various technological tools and platforms used in the advertising and marketing industry. MadTech encompasses various technologies and practices to optimize and streamline marketing and advertising activities. These technologies include data management platforms (DMPs), demand-side platforms (DSPs), supply-side platforms (SSPs), customer relationship management […]

A marketing funnel is a conceptual model used in marketing. Its primary purpose is to visually map out the entire customer journey, starting when a potential customer becomes familiar with a product or service and culminating in their final purchase decision. This step-by-step model empowers businesses to analyze and optimize their marketing efforts at each […]

MarTech refers to applying various technologies, tools, and platforms to support and enhance marketing efforts and activities. MarTech encompasses multiple digital marketing technologies and solutions that help marketers analyze, automate, execute, and manage their marketing strategies and campaigns. These technologies can include customer relationship management (CRM) systems, marketing automation software, content management systems (CMS), social […]

Media buying is a fundamental aspect of advertising that involves the process of purchasing advertising space, inventory, or placements from various media outlets, platforms, or publishers. It is a strategic activity in which advertisers or media agencies negotiate and acquire ad placements to reach their target audience effectively. Media buying can encompass various channels, both […]

A mid-roll ad is an online video advertisement strategically placed within the midst of a video content piece, be it on a website, streaming platform, or social media site. These ads play a crucial role in video monetization strategies, enabling content publishers to earn revenue by showcasing ads to their audience while watching the video. […]

Mobile ads are tailor-made and optimized for display on mobile devices like smartphones and tablets. They come in different formats: banners, interstitials, native ads, and videos. These ads play a vital role in mobile marketing, helping businesses and advertisers promote their products or services to users. At the same time, they use mobile apps, browse […]

Mobile first design is an approach that involves crafting digital ads and marketing campaigns with a primary focus on mobile devices like smartphones and tablets. This practice recognizes mobile gadgets have become the dominant means of accessing the internet and consuming digital content. The goal of mobile first design is to make ads that are […]

Mobile game ads display advertisements within mobile games to reach and engage millions of users who play games on their smartphones and tablets. The effectiveness of mobile game ads relies on factors such as ad placement, relevance to the target audience, and the seamless integration of ads without disrupting the gameplay experience. Mobile game ads […]

MRAID is a standardized set of specifications developed by the Interactive Advertising Bureau (IAB) to provide a common framework for rich media ads on mobile devices. MRAID aims to ensure that rich media ads run consistently across different mobile platforms, operating systems, and ad-serving environments. MRAID defines a set of APIs that enable rich media […]

MRC is a non-profit industry association that establishes and enforces measurement standards and best practices in media audience measurement, including digital advertising. The MRC’s primary goal is to ensure that media measurement methodologies are transparent, reliable, and adhere to industry-accepted standards. The MRC works with various stakeholders, including advertisers, agencies, media companies, and technology providers, […]

Native advertising is an approach that smoothly merges with the content and design of the platform where it is displayed. Native ads adopt a crafted approach to resemble the surrounding content, providing a look and feel similar to editorial content or native elements on the platform. The primary feature of native advertising is its capacity […]

Non-human traffic, often called bot traffic, is a term used to describe web activity produced by automated processes or bots rather than by human users. This category of traffic holds the potential to exert a significant influence on digital advertising initiatives, resulting in imprecise measurements, squandered ad expenditure, and distorted performance data. Non-human traffic can […]

Non-Personally Identifiable Information (Non-PII) pertains to data that lacks the direct capacity to pinpoint a specific individual. Unlike Personally Identifiable Information (PII), which can isolate or establish contact with a person, Non-PII encompasses information of a more general nature that cannot be linked back to an individual. Non-Personally Identifiable Information (Non-PII) covers a range of […]

The nurl is a win notice URL called by the exchange if the bid wins (not necessarily indicative of a delivered, viewed, or billable ad). It offers an optional way to provide ad content.

Omnichannel s a strategic approach that aims to provide consumers with a smooth and harmonized experience across multiple marketing and communication channels. The core objective of omnichannel marketing is to forge a cohesive and uniform brand message and customer journey, irrespective of the specific channel or platform through which a consumer engages with the brand. […]

An open auction, also known as open real-time bidding (RTB) auction, is a dynamic ad buying model in the adtech industry that enables advertisers to bid competitively in real-time for ad impressions, providing a platform for efficient and competitive ad placements. It is a transparent and competitive marketplace where advertisers bid on ad impressions displayed […]

Open Exchange is a programmatic advertising marketplace where multiple publishers and advertisers combine to buy and sell digital ad inventory in an open and transparent environment. The platform facilitates real-time bidding (RTB) for display, video, and mobile ads. In an Open Exchange, publishers make their ad inventory available to various advertisers through supply-side platforms (SSPs). […]

OpenRTB is an open industry standard protocol developed by the Interactive Advertising Bureau (IAB) for real-time bidding (RTB) in programmatic advertising. It is a set of guidelines and specifications that define how advertising inventory is bought and sold in real-time auctions. OpenRTB enables communication between demand-side platforms (DSPs) and supply-side platforms (SSPs) by providing a […]

Opt-in consent is procuring explicit authorization from individuals before gathering, handling, or leveraging their personal data for advertising or marketing motives. This approach mandates that individuals consciously and voluntarily offer informed consent for using their data with specific purposes in mind, such as receiving personalized ads or sharing their information with external advertisers. The acquisition […]

Opt-in tracking is a privacy-focused strategy that entails obtaining user consent before collecting and utilizing data for advertising and tracking objectives. This method requires users to explicitly grant permission (opt-in) before advertisers and third parties gather, process, and use their information for targeted ads, analytics, and various online tracking methods. In opt-in tracking, users have […]

Organic conversion is the process of transforming website visitors or users into customers, subscribers, or participants using natural, unpaid, and non-advertising methods. This entails prompting desired user actions without depending on paid ads or external promotions. Unlike paid conversions, where users click on ads before acting, organic conversions emerge from discovering and engaging with a […]

OTT advertising refers to advertising delivered through over-the-top (OTT) platforms. This ad type provides video content online without a traditional cable or satellite TV subscription. Instead, viewers can access OTT content on various devices, such as smartphones or tablets, smart TVs, and streaming media players. OTT platforms include popular services like Netflix, Hulu, Amazon Prime […]

An OTT (or over-the-top) platform is a digital service that provides users with video content, television shows, movies, and other media through the Internet, circumventing conventional broadcast or cable TV distribution approaches. Unlike traditional TV services, OTT platforms function independently on the existing internet framework, enabling users to reach content using smart TVs, computers, smartphones, […]

An OTT streaming service is a digital platform that directly delivers video and audio content to users through the Internet, bypassing the need for conventional cable or satellite TV distribution methods. These services enable users to enjoy diverse content, such as movies, TV shows, documentaries, sports events, and news broadcasts, across various devices like smart […]

Out-stream advertising is a form of digital advertising in which video ads find placement within non-video content like articles, social media feeds, and various web pages. In contrast to conventional video ads within platforms like YouTube or streaming services, out-stream ads are independent units that initiate playback once they appear on the screen. This advertising […]

An out-stream video ad refers to a form of video advertisement that operates independently of a video player, usually integrated within the content of a webpage or application. Unlike conventional in-stream video ads, which merge into a video stream (e.g., before, during, or after a video), out-stream video ads are crafted explicitly for display in […]

Over-the-top (OTT) refers to delivering video, audio, and other content directly to users via the Internet, bypassing traditional television or cable providers. In this model, online streaming enables users to access and enjoy content on various devices, such as smartphones, tablets, smart TVs, laptops, and desktop computers. OTT content encompasses various media, including movies, TV […]

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 […]

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 […]

Queries per second (QPS) is the number of ad requests or queries a server or system can handle in a second. It is a metric used to evaluate the capacity and performance of ad servers (DSPs), (SSPs), and other components of the programmatic advertising ecosystem. QPS indicates the system’s ability to process and respond to […]

Reach refers to the number of unique people or devices exposed to a particular advertisement or advertising campaign within a given time frame. It is a measure of the audience size that an advertiser can potentially reach with their message. Reach is an essential metric in advertising as it helps advertisers understand their campaigns’ potential […]

Real Cost Per Mile (rCPM) is a metric used in digital advertising to calculate the cost efficiency of ad campaigns based on the number of impressions served. The term “mille” in rCPM refers to 1,000 impressions, and the metric calculates the cost incurred for every 1,000 impressions. To calculate rCPM, you divide the total cost […]

Real-time refers to the ability to process and respond to data and events instantly as they occur. Real-time in adtech pertains explicitly to the real-time bidding (RTB) ecosystem, where advertisers and publishers engage in automated buying and selling ad impressions in milliseconds.

Real-time bidding (RTB) means a programmatic advertising process that enables trading ad impressions in real time through an auction-based system. It is a critical component of programmatic advertising. In traditional advertising, advertisers negotiate and purchase ad space in advance, often through direct deals with publishers. However, with RTB, the buying and selling of ad impressions […]

Remarketing or retargeting ads are a form of online advertising that specifically targets individuals who have previously interacted with a website or brand. This strategy aims to re-engage potential customers who have shown interest but have not purchased or completed a desired action. Remarketing ads appear on various platforms and formats, such as banner ads, […]

Remnant inventory refers to unsold or leftover ad space on digital platforms like websites and mobile apps. Advertisers can purchase this ad inventory once they have sold higher-priority placements through direct deals or programmatic guaranteed arrangements. While remnant inventory may not offer the same level of visibility and engagement as premium placements, it can still […]

Reporting refers to the approach of collecting, analyzing, and presenting data and insights related to the performance of advertising campaigns. It involves tracking different metrics and key performance indicators (KPIs) to evaluate how well a campaign meets its goals and objectives. Reporting plays a crucial role in advertising by helping advertisers and marketers measure the […]

Retail ads encompass marketing products or services within physical locations like stores and shopping malls. This form of promotion commonly employs marketing tactics such as promotional signage, the distribution of coupons, and hosting events like product demonstrations and giveaways to engage customers.

Retargeting, or remarketing, is a marketing strategy that involves targeting and engaging individuals who have previously interacted with a website, mobile app, or brand. It aims to reconnect with these potential customers and encourage them to take a desired action, such as purchasing, completing a form, or subscribing to a service. Retargeting is effective because […]

Return on Ad Spend (ROAS) is a marketing metric that estimates the effectiveness of an advertising campaign by evaluating the revenue generated with the amount spent on advertising. It helps advertisers assess the financial performance and efficiency of their ad campaigns. ROAS is figured by dividing the revenue generated from the campaign by the advertising […]

Return on investment refers to a financial metric that counts the profitability and efficiency of an investment relative to its cost. It quantifies the return or gain generated from an investment as a percentage or ratio of its initial price. The formula to calculate ROI is as follows: ROI = (Net Profit / Investment Cost) […]

Revenue sharing refers to a business model where multiple parties, such as publishers, advertisers, and ad platforms, share a portion of the revenue generated from advertising campaigns. This model sees common use in the online advertising industry and aims to incentivize collaboration and revenue distribution among various stakeholders.

ROMI stands for Return on Marketing Investment. It is a metric used to measure the effectiveness and profitability of marketing campaigns and initiatives. ROMI helps businesses assess the financial return generated from their marketing efforts, precisely the amount of money invested in those activities. Businesses commonly calculate ROMI by comparing the revenue generated from a […]

Second-party data is obtained directly from another organization or entity rather than through third-party providers. It involves a direct data-sharing agreement between two parties. This data differs from first-party data in that a company acquires it from a trusted partner or collaborator rather than collecting it directly from its customers or website visitors. Second-party data […]

A second-price auction is an auction-type model in programmatic advertising. Despite the possible illogic, the second-price auction is the most common way of bidding because it is the most efficient and is based on the mathematical model of the Vickrey auction. In a second-price auction, multiple advertisers compete to win the opportunity to display their […]

Self-serve advertising refers to a model where advertisers have direct control and management over their advertising campaigns without the need for intermediaries or extensive manual assistance. It enables advertisers to create, launch, monitor, and optimize their digital advertising campaigns through self-service platforms provided by ad networks, ad exchanges, or social media platforms. In self-serve advertising, […]

A seller ID is a distinctive code allocated to a particular seller or publisher within the digital advertising ecosystem. This code aids in differentiating and monitoring individual sellers or publishers involved in advertising transactions, particularly in the realm of programmatic advertising. The significance of Seller IDs is paramount for the streamlined operation of the adtech […]

A Seller-Side Platform (SSP) is a tech platform employed by publishers to efficiently manage and enhance the sale of their digital ad inventory to advertisers. As a bridge between publishers and demand sources, the SSP streamlines the ad monetization process. This platform is pivotal in programmatic advertising, empowering publishers to effectively capitalize on their digital […]

A session refers to a period of user activity on a website or application. It represents the duration a user interacts with a website or app, typically from when they arrive until they leave or remain inactive for a specific period. When users first access a website or open an app, they initiate a session, […]

SKAdNetwork, or “StoreKit Ad Network,” is an advertising attribution framework introduced by Apple for iOS devices. The company designed SKAdNetwork to address privacy concerns and offer a more private and secure method for measuring the effectiveness of mobile advertising campaigns, especially in the context of app installs and user engagement, all while safeguarding user privacy.

Social ads refer to paid advertising campaigns businesses design for display on social media platforms. Social media platforms like TikTok, LinkedIn, Twitter, Facebook, Instagram, and others offer companies and advertisers the opportunity to create and promote content to reach their target audiences. Social ads can come in various formats, including images, videos, carousel ads, stories, […]

Social media advertising means the practice of using social media platforms to boost products, services, brands, or content to a targeted audience. It involves creating and running paid advertising campaigns on social media networks to get potential customers and engage with existing ones.

Sophisticated Invalid Traffic (SIVT) denotes a form of fraudulent or unauthorized activity within the digital advertising sector. SIVT encompasses intricate and advanced strategies wrongdoers utilize to produce counterfeit ad impressions, clicks, or engagement measurements, all in a bid to mislead advertisers, ad networks, and publishers. In contrast to more straightforward variations of fraudulent traffic, SIVT […]

Sponsored ads, also known as sponsored content or native advertising, refer to a form of advertising created to seamlessly blend in with the surrounding content to provide a less intrusive and more engaging user experience. Digital marketing and adtech commonly utilize this type of advertising. Online platforms like websites, social media platforms, or search engines […]

SVOD (Subscription Video on Demand) is a platform that operates by charging users a monthly or annual subscription fee. These fees often include a variety of bundled offerings or access provided in different tiers. For instance, Netflix is an exemplary SVOD service that offers three distinct subscription options, each with unique features. These options encompass […]

Supply Path Optimization (SPO) is a practice that helps to enhance the efficiency and transparency of the supply chain between advertisers and publishers. It involves evaluating and optimizing the routes through which ad inventory is purchased and delivered, aiming to improve performance and reduce costs. The supply chain can involve multiple intermediaries in programmatic advertising, […]

A Supply-Side Platform (SSP) is a technology platform publishers and content creators use to manage and monetize their digital advertising inventory using a single interface. SSPs serve as intermediaries between publishers and advertisers, facilitating the sale and distribution of ad space on publishers’ websites or mobile apps. Using an SSP, publishers can efficiently connect their […]

A target audience comprises individuals or consumers sharing common characteristics, traits, behaviors, interests, demographics, or other defining attributes. This audience includes the intended recipients of specific messages, products, services, or marketing campaigns. Recognizing and comprehending the target audience is pivotal in marketing and communication strategies. It facilitates tailoring messages and offerings to align with the […]

Target Cost-Per-Action (CPA) means involving advertisers establishing a specific cost threshold they are willing to pay for a desired user action within a digital advertising strategy. The particular action sought can vary depending on the campaign’s objectives, ranging from making a purchase or completing a form to subscribing to a newsletter, downloading an app, or […]

Target CPM is a bidding strategy where advertisers specify the maximum charge they are willing to pay for every 1,000 ad impressions to achieve a certain level of ad performance or visibility. Advertisers using Target CPM are primarily interested in controlling costs while aiming to reach a specific audience or achieve certain campaign objectives. Advertisers […]

A third-party cookie is a tracking cookie used in web browsers to collect data about a user’s browsing behavior across multiple websites, even if the user is not directly interacting with those third-party websites. Advertisers, marketers, and analytics companies have widely used these cookies to gather information about users’ interests, habits, and preferences. Companies utilize […]

Third-party data is information collected by an entity separate from the direct relationship between a business and its customers. It is data collected by external sources, typically other companies or data providers, and is then made available for various purposes, such as marketing, advertising, analytics, or research.

Traffic Bridge is BidsCube’s proprietary development consisting of a set of features and software optimizations for better interaction between the programmatic ecosystem components, namely SSP, DSP, and Ad Exchange. Implementing this technology shows remarkable results, decreasing inefficient traffic inside the ecosystem up to four times, which means a massive performance improvement. This technology allows the […]

Transactional Video on Demand (TVOD) refers to video services where users can access specific pieces of content for a single, upfront payment. After making the payment, users gain the rights to download and possess the content but do not have permission to distribute or modify it. A prime illustration of TVOD is renting a movie […]

User typically refers to an individual interacting with digital platforms, websites, apps, or other online content displaying advertisements. Users are the target audience for advertising campaigns, and adtech systems aim to understand user behavior, preferences, and demographics to deliver relevant and engaging advertisements.

The user is a person who explores the Internet, encountering advertisements along the way.

User Acquisition (UA) refers to acquiring new users or customers for a mobile app, website, or online service through targeted advertising campaigns. It is an essential detail of digital marketing strategies, particularly in the mobile app industry, where competition for user attention and market share is intense. User Acquisition is a continuous process that aims […]

A user agent is a data string web browsers transmit when they request content from websites or ad servers. This string includes browser details, such as version, device type, and operating system. When the website or ad server receives this request, it can use the user agent information to ensure that the content or advertisements […]

User data means any information linked to a user, including behavioral and demographic data.

A user profile refers to information about an online individual, accompanied by an identifier or a collection of identifiers (such as device ID, cookies, and more).

User sync typically refers to a process of synchronizing user data between different advertising platforms, ad networks, or data management platforms (DMPs). The primary goal of user sync is to enable more effective and coordinated ad targeting and personalization across various digital advertising channels.

VAST stands for Video Ad Serving Template. It is a standard XML-based protocol developed by the Interactive Advertising Bureau (IAB) to facilitate the communication between video players and ad servers to deliver video advertisements. VAST provides a standard format that allows ad servers to deliver video ads to various video players or platforms, ensuring compatibility […]

VAST Error refers to an issue that occurs during the playback of a video ad using the VAST protocol. VAST errors can happen for various reasons, and they can disrupt the intended playback of video ads. VAST error codes and descriptions provide insights into the specific issue that occurred, helping diagnose and resolve the problem.

VAST inline response denotes a phase in the VAST ad serving process wherein the media file of the ad creative, along with its tracking URLs, is embedded directly within the code of the video player.

VAST Redirect is a VAST ad response pointing to another VAST response (sometimes called the downstream VAST response).

A VAST wrapper is a VAST instance that redirects to another URL to deliver a VAST ad. This wrapper may contain its own set of tracking URLs, which trigger concurrently with the tracking URLs for the VAST ad.

vCPM, which stands for Viewable Cost per Mille, is an advertising metric that gauges the frequency at which users actually see an ad, as opposed to just how often the seller displays it. While the traditional CPM measures the cost per thousand impressions, vCPM focuses on the price for a thousand viewable impressions. Viewable impressions […]

A video ad refers to a digital advertisement that uses video content to convey a marketing message or promote a product, service, or brand. Video ads are prominent in online advertising and appear on diverse platforms, including websites, social media platforms, mobile apps, and video streaming services.

A video ad is a dynamic facet of digital advertising that harnesses the potential of video content to communicate marketing messages and promote products, services, brands, or ideas to a wide-ranging audience. These advertisements find their place across diverse online platforms, from websites and social media to streaming services and mobile apps.

Video Completion Rate (VCR) is a metric used in digital advertising to measure the percentage of viewers who watch a video ad to its completion. It provides insights into the effectiveness of a video ad campaign by indicating how engaging the content is and how successful it is at retaining viewers until the end. The […]

Video on Demand (VOD) is a television service rooted in the traditions of linear TV but adapted for the modern era. It empowers viewers by enabling them to watch their favorite TV shows or movies at their convenience, essentially putting them in control of their viewing experience. With VOD, users can select individual programs or […]

View conversion refers to a specific action or event when a user who has viewed an ad takes a desired action afterward. This action could be anything from clicking on the ad, purchasing, signing up for a newsletter, or any other engagement the advertiser considers valuable.

The View-Through Conversion represents the proportion of users who, after merely viewing an ad without clicking on it, subsequently visit the ad’s related conversion page and engage in the desired action within a specified timeframe. This metric stands apart from click conversion rates as it quantifies conversions that do not originate from direct ad clicks. […]

Viewability is a gauge to determine whether an advertisement has the opportunity to capture a user’s attention. It assures marketers that their message is visible to a potential customer. Viewability in digital goes a step further by quantifying the actual frequency with which the ad was presented to users, offering valuable insights into the ad’s […]

A viewable impression refers to a metric used to measure the visibility of a digital advertisement on a webpage or within an app. It represents whether an ad was potentially viewable by a user as it loaded on a screen. Viewable impressions are vital because they help advertisers and publishers assess their ads’ actual visibility […]

VMAP is a standard protocol used in the digital advertising industry to define the structure and timing of video ad placements within a video content stream. VMAP provides a way to schedule and manage the delivery of multiple video ads, such as pre-roll, mid-roll, and post-roll ads, within a single video playback session. VMAP is […]

A vMVPD refers to a digital service offering a collection of live TV channels and sometimes on-demand content over the Internet. Many consider it an alternative to traditional cable or satellite TV services, as it offers a means to access various television channels without requiring a physical line or satellite connection. A vMVPD simulates the […]

VPAID, or Video Player Ad Interface Definition, is a standard for interactive in-stream video advertising. The Interactive Advertising Bureau (IAB) developed it to establish a consistent framework for how video ads are displayed and interacted with within video players on websites and apps. VPAID enables more dynamic and interactive video ads by allowing ad creatives […]

View-through Attribution (VTA) is a method used in digital advertising to measure the effectiveness of display or video ad campaigns based on the number of users who saw an ad (impressions) and subsequently took a desired action, such as visiting the advertiser’s website or making a purchase, without clicking on the ad.

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 […]

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 […]

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.

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.

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 […]

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 […]

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 […]

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 […]

Yield refers to the revenue generated from digital advertising campaigns or the efficiency of an ad inventory in terms of revenue generation. It’s a critical metric used by publishers, advertisers, and ad networks to assess the performance and profitability of their advertising efforts.

Yield management is a process that involves closely monitoring and analyzing your advertising campaigns, leveraging the data gathered to fine-tune your ads for peak performance. Publishers and advertisers rely on factors like contextual cues, audience behavior insights, ad placement details, and similar information to optimize their creatives for maximum profitability.

Yield optimization refers to the process of maximizing the revenue generated from a publisher’s digital advertising inventory. Advertisers use yield optimization strategies and technologies to ensure they achieve the highest possible earnings from the available ad space on websites, apps, or other digital properties. This involves various techniques and practices to improve ad fill rates, […]

Zero-party data refers to the information individuals willingly and proactively provide to companies or brands about themselves, their preferences, and their interests. The name “zero-party” data originates from individuals who actively and voluntarily share it, bypassing traditional data collection methods and third-party intermediaries. Unlike first-party data, generated through user interactions with a company’s owned channels […]