Glossary

AJAX progress indicator
  • Above the Fold
    Typically the upper half of a website or any part a user can view without having to scroll down. Automatically viewable.
  • Accelerated Mobile Pages
    Accelerated Mobile Pages is a project supported by Google to provide web publishers with a way to serve web page very quickly for mobile devices.
  • Ad Chain
    Daisy chaining is when the creative need to call multiple third-party ad servers.
  • Ad Ops
    Ad Operations refers to processes and systems that support the sale and delivery of online advertising. More specifically this is the workflow processes and software systems that are used to sell, input, serve, target and report on the performance of online ads.
  • Ad Agency
    A company that provides services such as planning, creating, buying, and tracking advertisements and ad campaigns on behalf of a client. Often, people confuse media agencies, which are allocators of marketers' spending across channels – with creative agencies, which are responsible for the(...)
  • Ad Blocking
    Ad blocking is the process of using software that blocks ads from displaying. Ad blocking software is available for most browsers and internet-enabled devices on either desktop or mobile.
  • Ad Call
    When an open slot of ad space is available on the Internet, a user's browser sends requests to ad exchanges or ad servers to send an ad. This request is known as an ad call. Ad calls include information from browser cookies and ad tag information such as publisher ID, size, location, referring(...)
  • Ad Choices
    Ad choices' is part of the Digital Advertising Alliance's (DAA) Self-Regulatory Program for Online Behavioral Advertising. The clickable icon associated with this program (technically named the "Advertising Option Icon") can be placed overtop of creatives in order to give consumers a better(...)
  • Ad Exchange
    An ecosystem through which advertisers, publishers, and networks meet and do business on a unified platform or system. An ad exchange allows advertisers and publishers to speak the same language in order to exchange data, set prices, and ultimately serve an ad. Popular Ad Exchanges include(...)
  • Ad Fraud
    Many forms of ad fraud exist, but at a basic level, it relates to companies serving ads to fake ad inventories by using bots or automatically refreshing pages to increase views. The result is that no real person sees an advertiser’s ad and the ads served are fraudulent.
  • Ad Inventory
    Ad Inventory refers to the number of ad impressions available for sale on a publisher’s website or mobile app. In other words, these are the commodities available for the advertisers to buy on the website.
  • Ad Mediation
    Ad mediation typically refers to ads being served in a mobile app environment. Here the goal of ad mediation is to increase the advertising demand for your mobile app by calling multiple ad network SDKs to bid on your inventory. Ad mediation helps publishers host competitive auctions with(...)
  • Ad Network
    A company that serves as a broker between a group of publishers and a group of advertisers by aggregating inventory and audiences from numerous sources in a single buy. Ad networks traditionally aggregate unsold inventory from publishers in order to offer advertisers a consolidated and(...)
  • Ad Operations
    Ad Operations refers to processes and systems that support the sale and delivery of online advertising. More specifically this is the workflow processes and software systems that are used to sell, input, serve, target and report on the performance of online ads.
  • Ad Optimization
    Ad Optimization is the process of performing various tasks and implementing methods to optimize ad earnings for a publisher. Some of these tasks can include implementing procedures such as having ad inventory run through an ad server, signing up for multiple ad networks and implementing header(...)
  • Ad Price Floors
    Ad Price Floors are the lowest price that a publisher will sell their ad inventory for on the open exchange/marketplace. For instance, if a publisher sets their ad price floor at $1.25 CPM it means that a publisher will not accept bids lower than $1.25 CPM for the ad unit(s) on their(...)
  • Ad Quality
    A term that refers to the settings that allow sellers to determine which creatives will be allowed to serve on their inventory.
  • Ad Refresh
    This is when a publisher reloads ads on a page at an every 30, 60, 90 seconds or even a custom setting.
  • Ad Request
    Ad Request is an action where your website sends a request to your ad server to fill an ad unit with an advertisement. An ad request is made when a user starts loading your webpage/mobile app. The ad request action will happen for every ad unit on a specific webpage. Ad requests can be counted(...)
  • Ad RPM
    This is the RPM related to a specific ad on your website instead of your site as a whole.
  • Ad Servers
    The computer or group of computers responsible for the actual serving of creatives to websites, or for making decisions about what ads will serve. An ad server may also track clicks on ads and other data. Major publishers, networks and advertisers sometimes have their own ad servers. Well(...)
  • Ad Tag
    Ad Tags are snippets of code generated from an ad server that allows for ad serving on web pages or within mobile apps where ads need to display.
  • Ad Targeting
    The practice of serving an ad to the appropriate audience based on data. Ad targeting can involve demographic, geographical, behavioral or psychographic data.
  • Ad Tech
    Advertising Technology, or ad tech, refers to software built for the advertising industry that helps improve media effectiveness and increase operational efficiencies. Ad tech can refer to a number of platforms, including demand-side platforms (DSPs), data management platforms (DMPs),(...)
  • Ad Unit
    Ad Unit is a term commonly used to describe the advertisement space on a website/mobile app – IE a 300×250 ad unit. It’s widely used within Google’s range of advertising products such as Google Ad Manager, AdExchange and AdSense.
  • Ad Unit ID
    This is the unique ID that identifies a specific ad unit on a website or app.
  • Ads.txt
    Ads.txt specifies a mechanism for publishers to list their authorized digital sellers, in order to fight against fraud and misrepresented domains.
  • Advertiser
    The company paying for the advertisement.
  • Advertising Technology
    Advertising Technology, or ad tech, refers to software built for the advertising industry that helps improve media effectiveness and increase operational efficiencies. Ad tech can refer to a number of platforms, including demand-side platforms (DSPs), data management platforms (DMPs),(...)
  • Advertising Id
    AdId is a unique, user-resettable ID for advertising, provided by Google Play services.
  • AMP
    Accelerated Mobile Pages is a project supported by Google to provide web publishers with a way to serve web page very quickly for mobile devices.
  • Anchor Ads
    Sticky ads or also known as Anchor Ads. These are ads that stay fixed at a particular position on the screen even while the user scrolls up or down on the page.
  • Anchor Ads
    Anchor ads or also known as sticky ads. These are ads that stay fixed at a particular position on the screen even while the user scrolls up or down on the page.
  • Asynchronous
    Asynchronous rendering loads the page content independently from the ads. This means that if for some reason a creative takes a while to load, the page content will continue loading regardless.
  • Audience Suppression
    The act of removing certain segments from a campaign audience, so only the right customers or prospects see that content.
  • Authenticated Audience
    A group of audiences that has gone through a validation process. For example, this might be a user sign-in via a website or streaming service. For linear TV, this must be supplied by the MVPD that has the identifying information.
  • Automatic Content Recognition (ACR)
    Captures and identifies content (both ads and programming) across internet connected devices via audio or video fingerprints.
  • Backfill
    Backfill refers to ads that you can use when for some reason ads that were reserve did not serve. This helps publishers monetize as much ad inventory as possible.
  • Banner Ads
    Banner ads are image-based rather than text-based and are a popular form of online advertising. The purpose of banner advertising is to promote a brand and/or to get visitors from the host website to go to the advertiser's website.
  • Behavioral Data:
    Data generated from an individual’s engagement with a company’s owned media or other marketing channels (e.g. web pages/mobile apps, CRM) - or recorded as a response to that engagement—such as page views, email list opt-ins, etc.
  • Behavioral Targeting
    Uses data from visitor browsing habits such as search terms, sites visited or purchases to display relevant ads and offers
  • Best Bid
    The highest bid in an auction. Does not guarantee that an ad will be served; the bid must then be accepted within the seller client's ad server.
  • Bid Request
    Request from the SSP for a bid. Includes data points about the user and the impression being sold.
  • Bid Scaling
    Bid scaling is used to make all bids compete in the auction as an apples-to-apples comparison based on the net amount paid to the publisher. Bid scaling occurs between receiving the bids and passing the bids up into DFP. Bid scaling principles are applied demand fairly, equally, and(...)
  • Bidder
    A bidder is a piece of technology that uses proprietary code and algorithms to analyze bid requests and respond with bids and creatives in real-time auctions. For example, Xandr hosts a bidder that represents Xandr UI clients' buy-side settings.
  • Bidding Srategy
    A bidding strategy is the way a buyer calculates a bid in an ad auction. It can mean bidding a flat CPM or bidding a variable price based on past clickthrough or conversion rates.
  • Blacklist
    A list of people or things that are regarded as unacceptable or untrustworthy and should be excluded or avoided.
  • Blank Ads
    Blank impressions are also known as blank ads or unfilled impressions and occur when blank ads are displayed on a website. No publishers want blank impressions as these ads don’t result in ad revenue. Many reasons for blank ads can exist such as not having enough advertiser demand, low page(...)
  • Blank Impression
    Blank impressions are also known as blank ads or unfilled impressions and occur when blank ads are displayed on a website. No publishers want blank impressions as these ads don’t result in ad revenue. Many reasons for blank ads can exist such as not having enough advertiser demand, low page(...)
  • Block List
    A list of people or things that are regarded as unacceptable or untrustworthy and should be excluded or avoided.
  • Bot Fraud
    This happens when a bot attempts to imitate legitimate web traffic (acting like a real person visiting a website) and generate additional (but fraudulent) web page views (and therefore revenue) for the website publisher. Also known as Non-Human Traffic or NHT.
  • Bounce Rate
    Percentage of users that visit a page and then leave the site in a short time frame without visiting any other pages at that site.
  • Bumper Ads
    These are very short video ads(6 secs) that are inserted on videos either before, during or after the video.
  • California Consumer Privacy Act (CCPA)
    A California law that provides residents to know what data is being collected about them, where/if it is sold, the right of refusal, personal data access, data deletion and anti-discrimination. Any business that conducts business with California residents must adhere to this law.
  • California Privacy Rights Act of 2020 (CPRA)
    A California law that allows consumers to prevent businesses from sharing their personal data, correct inaccurate personal data, and limit businesses' usage of ‘sensitive personal information;’ which includes precise geolocation, race, ethnicity, religion, genetic data, private communications,(...)
  • Campaign
    A set of bidding instructions that at a minimum includes a bid price for inventory. Most campaigns also include criteria such as a specific start and end date, daily or overall budgets, frequency restrictions, and targeting based on user or inventory data.
  • Click-Through-Rate
    CTR relates to how many times users clicked on an ad divided by the number of times that ad was displayed to users.
  • Cohort Targeting
    Clustering large groups of people with similar interests. This approach effectively hides individuals “in the crowd” and uses on-device processing to keep a person’s web history private on the browser.
  • Connected TV
    CTV refers to smart TVs only that are connected to the internet and not other mobile and desktop devices.
  • Contextual Data
    Information on the contents of a particular webpage, rather than a website as a whole. Usually used for ad targeting; for example, if there is a newspaper article about travel, an airline may wish to display on that page
  • Contextual Targeting
    Places ads based on content on screen or on the webpage. Advertisers can use contextual advertising to target consumers based on the environment of content they are in, for example, this could be ads for running shoes on a news article about running, or it could be ads for laptops on a tech(...)
  • Cookie
    Unique identifiers that can assign a given Internet browser or device to an individual which allows a website to recognize a specific user and their shopping behaviors as well as remember information that the user may have previously entered.
  • Cost Per Acquisition
    Cost per action/acquisition. A payment model in which advertisers pay for every action, such as a sale or registration, completed as a result of a visitor clicking on their advertisement. Note that an "acquisition" is the same as a "conversion".
  • Cost Per Click
    Cost per click. A payment model in which advertisers pay each time a user clicks on their advertisement.
  • Cost Per Completed View
    Cost per completed View. The price an advertiser pays every time a video ad runs through to completion. Rather than paying for all impressions, some of which may have been stopped before completion, an advertiser only pays for ads that finished (CPCV = Cost ÷ Completed Views).
  • Cost Per Install
    Cost per install. A payment model in which mobile advertisers pay each time a user installs their app.
  • Cost Per Mille/Thousand
    Cost per mille, or thousand (mille = thousand in Latin). A pricing model in which advertisers pay for every 1000 impressions of their advertisement served. This is the standard basic pricing model for online advertising. See also CPC and CPA.
  • Cost Per Rating Point
    Cost per rating point. The cost to deliver a single rating point. CPP = Average Unit Cost/Rating % or Total Schedule Cost/GRPs.
  • Cost Per View
    Cost per view. A pricing model where the advertiser only pays for a video start. Typically sold at 1000 impressions.
  • CPA
    Cost per action/acquisition. A payment model in which advertisers pay for every action, such as a sale or registration, completed as a result of a visitor clicking on their advertisement. Note that an "acquisition" is the same as a "conversion".
  • CPC
    Cost per click. A payment model in which advertisers pay each time a user clicks on their advertisement.
  • CPCV
    Cost per completed View. The price an advertiser pays every time a video ad runs through to completion. Rather than paying for all impressions, some of which may have been stopped before completion, an advertiser only pays for ads that finished (CPCV = Cost ÷ Completed Views).
  • CPI
    Cost per install. A payment model in which mobile advertisers pay each time a user installs their app.
  • CPM
    Cost per mille, or thousand (mille = thousand in Latin). A pricing model in which advertisers pay for every 1000 impressions of their advertisement served. This is the standard basic pricing model for online advertising. See also CPC and CPA.
  • CPP
    Cost per rating point. The cost to deliver a single rating point. CPP = Average Unit Cost/Rating % or Total Schedule Cost/GRPs.
  • CPV
    Cost per view. A pricing model where the advertiser only pays for a video start. Typically sold at 1000 impressions.
  • Creative
    A creative often refers to the image, gif or file used to display the ad. Often creatives need to be uploaded whereby a code snippet for that creative will be generated.
  • Cross-Device Identity Graph
    A database of devices that are deterministically or probabilistically linked based on available identifiers. Consent to use device information is provided through the website, app or manufacturer, and licensees are assigned specific rights by the company assembling the cross-device graph.
  • CTR
    CTR relates to how many times users clicked on an ad divided by the number of times that ad was displayed to users.
  • CTV
    CTV refers to smart TVs only that are connected to the internet and not other mobile and desktop devices.
  • Daisy Chain
    Daisy chaining is when the creative need to call multiple third-party ad servers.
  • Data Consent
    The ability of a data subject to decline or consent to the collection and processing of their personal data. Consent can be explicit, such as opting-in via a form, or implied, such as agreeing to an End-User License Agreement, or not opting out.
  • Data Management Platform
    A platform that unifies and centralizes collecting, organizing, and activating large sets of data from disparate sources. Any audience built within the DMP can be defined and analyzed using audience profile reporting.
  • Demand-Side Platform
    A Demand Side Platform or DSP is a platform where advertisers can buy digital inventory to easily and more directly connect with sellers in a programmatic and real-time ecosystem.
  • Demographic Targeting
    Demographic categories like age and gender provide marketers categories that directly align to measurements in the US census.
  • Deterministic ID
    Uses personally identifiable information (PII) like email addresses, names and phone numbers to associate a specific device with a user and attribute both digital and offline interactions to them.
  • Device-Level Targeting
    Granular targeting that can identify a specific device and deliver tailored ads based on user behaviors.
  • Direct Traffic
    This refers to traffic generated on a website that originated from a user typing in the website address directly into the browser.
  • Discrepancies
    Discrepancies happen when there are revenue and impression discrepancies between ad servers and ad network dashboards. It is critical to know and understand ad serving so that you can maximize ad revenues as a publisher.
  • Display Advertising
    Display ads are a term used for traditional banner advertisements that serve on mobile or desktop web pages. Like video ads, many variations, types, and sizes exist.
  • Display Ads
    Display ads are a term used for traditional banner advertisements that serve on mobile or desktop web pages. Like video ads, many variations, types, and sizes exist.
  • DMP
    A platform that unifies and centralizes collecting, organizing, and activating large sets of data from disparate sources. Any audience built within the DMP can be defined and analyzed using audience profile reporting.
  • DSP
    A Demand Side Platform or DSP is a platform where advertisers can buy digital inventory to easily and more directly connect with sellers in a programmatic and real-time ecosystem.
  • Dynamic Allocation
    Dynamic allocation allows publishers to maximize the yield on remnant inventory by giving Ad Exchange and AdSense a chance to bid on ad inventory.
  • Dynamic Creative
    Advertisers wish to show different ads to different customers.
  • eCPM
    eCPM is known as the effective cost per thousand impressions and is a metric used by publishers to determine the actual rate they’re earning from their ad inventory. eCPM is calculated by taking your (total ad earnings/impressions) x 1000.
  • Effective Cost Per Thousand Impression
    eCPM is known as the effective cost per thousand impressions and is a metric used by publishers to determine the actual rate they’re earning from their ad inventory. eCPM is calculated by taking your (total ad earnings/impressions) x 1000.
  • Estimated Earnings
    Estimated earnings often showcase your ad earnings for a given period. However, estimated earnings are subject to change as ad earnings get verified for accuracy at the end of each month.
  • Expandable Ads
    Expandable ads can expand beyond the original ad unit size after initiated by some form of user action. Examples of expandable ads include streaming a new movie trailer, a clip of a video game or even displaying something for sale.
  • Fill Rate
    The fill rate refers to how many ads were shown compared to the number of ad requests that were made. Fill rate can be calculated as impressions/ad requests. Higher fill rates generally result in more ad revenue for publishers.
  • Fingerprinting
    A 'device fingerprint', machine fingerprint, or browser fingerprint is information collected about a remote computing device for the purpose of identification.
  • First-Party
    The person or entity who collects/builds the data set with a direct relationship to the data contributors.
  • First-Party Data
    First-party data is the information that companies can collect from their own sources. In other words, every information about customers from both online and offline sources, such as the company's website, app, CRM, social media or surveys is first-party data.
  • First-Party Identity Graph
    A database of profiles consisting of deterministic, first-party identifiers and attributes such as email addresses, physical addresses, mobile numbers and usernames. The data collected is consented and aligned with both browser restrictions and regulatory changes, and first-party identity(...)
  • Forecasting
    Forecasting can usually be done through an ad server and helps publishers estimate the amount of ad inventory their site or app has available in the future.
  • Frequency
    Frequency capping limits the frequency of a line item serving to a user during a specific period.
  • GAM
    Google Ad Manager is a combination of both Google Ad Exchange and DoubleClick For Publishers as a unified platform that provides publishers with ad serving services.
  • GDPR
    GDPR which is also known as the General Data Protection Regulation is a set of personal data regulations created for EU citizens. It changes the way businesses stores and collects data from its users from the EU.
  • General Data Protection Regulation
    GDPR which is also known as the General Data Protection Regulation is a set of personal data regulations created for EU citizens. It changes the way businesses stores and collects data from its users from the EU.
  • Geographical-Targeting
    Based on consumers’ real-time location and enables delivery of advertisements based on where they are, such as a promotion for a local car dealership
  • Geotargeting
    Geotargeting is the process of showing ads to users based on geographical factors such as device location and zip codes.
  • Google Ad Manager
    Ad Exchange is often referred to as the premium version of AdSense, and also a Google-owned ad network of sorts. To join Ad Exchange, publishers need to meet specific requirements such as 500 000 minimum monthly traffic, be invited or join through a Google certified partner. Recently Google(...)
  • Google DoubleClick For Publishers
    Google DFP also is known as Google DoubleClick For Publishers is an ad server that provides publishers with ad inventory management and reporting features. Most premium publishers utilize it to optimize their ad inventory revenues. It has also recently be rebranded together with Google Ad(...)
  • Google Ad Exchange
    Ad Exchange is often referred to as the premium version of AdSense, and also a Google-owned ad network of sorts. To join Ad Exchange, publishers need to meet specific requirements such as 500 000 minimum monthly traffic, be invited or join through a Google certified partner. Recently Google(...)
  • Google Ad Manager
    Google Ad Manager is a combination of both Google Ad Exchange and DoubleClick For Publishers as a unified platform that provides publishers with ad serving services.
  • Google AdSense
    Google AdSense is an ad network that allows web publishers to monetize their website traffic with text, image, video, and native ads.
  • Google Analytics
    This is Google’s traffic tracking and analytics tool that gives publishers insight into traffic origins, popular pages on their website and much more.
  • Google DFP
    Google DFP also is known as Google DoubleClick For Publishers is an ad server that provides publishers with ad inventory management and reporting features. Most premium publishers utilize it to optimize their ad inventory revenues. It has also recently be rebranded together with Google Ad(...)
  • Google Publisher Console
    This tool helps publishers to troubleshoot ad performance and overlays directly onto their website or app.
  • Google Search Console
    Google Search Console, formerly known as Google Webmaster Tools, is a dashboard where publishers can check their website’s SEO performance within the Google search engine. Publishers can see statistics such as traffic, clicks, links and more.
  • GSM
    Google Search Console, formerly known as Google Webmaster Tools, is a dashboard where publishers can check their website’s SEO performance within the Google search engine. Publishers can see statistics such as traffic, clicks, links and more.
  • Guaranteed Line Item
    These are line items that a publisher contractually require to be served a specific number of impressions with additional specifics such as ad size, traffic geography, etc. The ad manager would ensure deliverance by reserving ad inventory for this line item.
  • Header Bidding
    Header bidding is an ad technology that allows publishers to earn to most ad revenue possible for their ad inventory by ensuring the highest bidding ad is served.
  • Header Code
    Header code is the piece of code publishers need to place in the head section of their website for the header bidding auction to run.
  • Header Wrapper
    A header wrapper is what a publisher uses to integrate multiple ad networks on their website to run the header bidding auction. Instead of each demand partner needing a separate code implemented, header wrappers allows seamless integration of multiple partners with one script.
  • IAB
    The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership is comprised of more than 650 leading media companies, brands, and the technology firms responsible for selling, delivering and optimizing digital ad marketing(...)
  • Identity
    The effort to recognize and understand individual audience members (including customers, prospects and other visitors) across channels and devices such that brands can interact with these individuals in ways that are relevant, meaningful and supportive of business objectives
  • Identity (ID) Graph
    A database that can establish a profile on an individual consumer by creating links between identifiers associated with them - such as demographic, geographic, behavioral or purchase data - to deliver a more tailored ad experience.
  • Identity Solutions
    The coordinated activation of platforms, data and supporting services (provided by third parties and sourced from marketers) that support persistent recognition of audiences / unique individuals across devices and other touchpoints
  • iFrame
    An iframe (short for inline frame) is an HTML element that allows an external webpage to be embedded in an HTML document. Unlike traditional frames, which were used to create the structure of a webpage, iframes can be inserted anywhere within a webpage layout.
  • Impression
    Impression is when a user views an ad on a page or when an ad is displayed on a webpage.
  • In-App Advertising
    This is advertising that happens within a mobile app ecosystem and can include different types of ads such as banner, interstitial, native and video ads.
  • In-Banner Video
    In-banner video creatives are played in standard banner placements rather than in video players. AppNexus serves these creatives with the JW Player for Flash to enable playing in the banner placements. Any banner placement may accommodate an in-banner video creative if allowed by the publisher.
  • In-Display Ads
    In-display ads are shown on the same page while the user is watching a video.
  • In-Session
    A session is a group of user interactions with your website that take place within a given time frame. For example, a single session can contain multiple page views, events, social interactions, and eCommerce transactions. In-session refers to events within a specific session or time frame.
  • In-Stream Video Ads
    In-stream video ads are shown before, during or after a video gets played.
  • Index-Based Targeting
    Allows marketers to target based on indexed viewership data against traits like income, hobbies or food preferences. Programs with the right audience composition can then be targeted based on the index of a given characteristic.
  • Interactive Advertising Bureau
    The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. Its membership is comprised of more than 650 leading media companies, brands, and the technology firms responsible for selling, delivering and optimizing digital ad marketing(...)
  • Internet Protocol (IP) Address
    A numerical label assigned to each device connected to a computer network that uses the Internet Protocol for communication. An IP address serves two main functions: host or network interface identification and location addressing
  • Interstitial Ads
    Interstitial ads are full-page ads that tend to serve during transition points within a web page or mobile app. The ads are loaded in an iframe that displays over the content of the current app or page.
  • Inventory
    The number of advertisements, or amount of ad space, a publisher has available to sell to an advertiser. The term can refer to ads in print or other traditional media but is increasingly used to refer to online or mobile ads
  • Key-Value Pair
    This metric is often used within the Google Ad Manager and contains two data items, the key, and value. It allows for flexibility on DFP/Google Ad Manager targeting and helps you to do custom targeting on specific pages.
  • Key-Values
    Key-Values are ways to further segment the inventory on a web page or mobile app for reporting and targeting. If you are a sports website, you might use a key-value pair to differentiate between the type of sport you are writing about. Ex. “Sport=Football” would be a key-value where “Sport” is(...)
  • Lazy Loading
    With lazy loading, instead of all the content of a web page being downloaded and loaded all at once, content only loads when the users visit that specific part of the screen as they scroll down. The most significant advantage is saving on bandwidth usage which is especially important in(...)
  • Lift
    The percentage of increase in performance (measured in ROI, CPC, CPA, etc.) that can be attributed to advertising (or some other marketing endeavour).
  • Line Item
    A line item is a term commonly used in Ad Exchange or Google DoubleClick For Publishers (now known as Google Ad Manager). Line items represent an advertisers commitment to purchase ad inventory and can house information such as where and when ads will show.
  • List Targeting
    Shows ads to a list of anonymized users that share a common characteristic.
  • Look-A-Like Modelling
    Use of data enrichment to expand the set of attributes that are used to create the modelled audience. Using third party data within a data provider or a DMP, the smaller seed audience of customers can be enriched with added attributes.
  • Mobile Traffic
    This refers to traffic that only originates from mobile sources such as phones, tablets, and other smart devices.
  • Native Ads
    Native ads are ads that tend to blend in with the content of the page. They are often designed similar to web page content to provide a seamless experience to users and behave very similar to content from the publisher’s website.
  • Net Promoter Score
    Net Promoter Score®, or NPS®, measures customer experience and predicts business growth. This proven metric transformed the business world and now provides the core measurement for customer experience management programs the world round.
  • Non-Guaranteed Line Item
    In contrast to a guaranteed line item, non-guaranteed line items are not reserved nor contractually obligated to deliver ad impressions. Within Google Ad Manager examples of non-guaranteed line item types include Network, Bulk, Price Priority, and House.
  • NPS
    Net Promoter Score®, or NPS®, measures customer experience and predicts business growth. This proven metric transformed the business world and now provides the core measurement for customer experience management programs the world round.
  • Online Ad Operations
    Ad Operations refers to processes and systems that support the sale and delivery of online advertising. More specifically this is the workflow processes and software systems that are used to sell, input, serve, target and report on the performance of online ads.
  • Open AP
    An open platform unifying digital and linear television for cross-publisher audience targeting and independent posting. Data agnostic, with relevant data sets used in audience buying to support data-driven marketing through transparency.
  • Open ID
    a unique identifier that enables resolution of both linear and digital viewership to a single identity framework.
  • Order
    Order represents an agreement between a buyer and publisher regarding an advertising campaign. The order specificities details regarding the campaign and can include multiple line items.
  • Organic Traffic
    Organic traffic refers to web traffic derived from either desktop or mobile searches through a search engine such as Google.
  • OTT
    OTT is also known as over-the-top and refers to TV content being delivered via the internet without needing to subscribe to traditional TV services.
  • Over-The-Top
    OTT is also known as over-the-top and refers to TV content being delivered via the internet without needing to subscribe to traditional TV services.
  • Page RPM
    This is the RPM related to a specific page of your website instead of your site as a whole.
  • Pageview
    A pageview relates to a user viewing a page with a Google ad on it.
  • Pageviews Per User
    This relates to the average amount of pageviews users generate when visiting a website.
  • Passback
    Setting up a passback ensures that you monetize an ad if a minimum CPM floor for an ad cannot be filled.
  • Performance
    A form of advertising in which the purchaser pays only when there are measurable results.
  • Personally Identifiable Information
    Any data that could potentially identify a specific individual. Information that can be used to distinguish one person from another, and can be used for deanonymizing previously anonymous data, can be considered PII, such as name, email address, physical address, date of birth, etc.
  • PII
    Any data that could potentially identify a specific individual. Information that can be used to distinguish one person from another, and can be used for deanonymizing previously anonymous data, can be considered PII, such as name, email address, physical address, date of birth, etc.
  • PMP
    Private Marketplace deals or PMP is a direct deal made between a publisher and buyer for programmatic ad inventory. A PMP can also be called Preferred Deals. This practice contains much more human interaction unlike the alternative of selling ad inventory through an ad exchange. Often higher(...)
  • Price Floor
    A fixed CPM rate that prevents an ad partner from serving campaigns that pay below a certain price threshold. For example, if you set your price floor to $1 your ad partner shouldn’t serve any campaigns with net CPM rates below that amount.
  • Private Data Clean Room
    A secure and privacy-compliant data environment that facilitates individual-level insights, measurement and targeting at an enterprise level across all media, marketing / CRM, sales and services.
  • Private Marketplace
    Private Marketplace deals or PMP is a direct deal made between a publisher and buyer for programmatic ad inventory. A PMP can also be called Preferred Deals. This practice contains much more human interaction unlike the alternative of selling ad inventory through an ad exchange. Often higher(...)
  • Probabilistic ID
    Uses predictive algorithms based on anonymized data points like IP address, device type, browser or OS or locational data and behavioral patterns like timing and patterns of web browsing to identify a customer via online touchpoints.
  • Programmatic Advertising
    Programmatic advertising entails using machine learning and technology suites to buy and sell ad inventory with a data-driven process.
  • Programmatic Buying
    Programmatic buying is the process of executing transparent media planning and buying using automation. In most cases, programmatic buying is fueled by the use of advanced audience data through digital platforms such as exchanges, trading desks and demand-side platforms (DSPs), which helps(...)
  • Programmatic Direct
    Programmatic direct is where specified buyers get access to specified inventory that’s not necessarily available from an open marketplace or a supply-side platform (SSP).
  • Programmatic Guaranteed
    This type of programmatic advertising enables a programmatic buyer to agree beforehand or guarantee a cookie/device ID matched audience for a fixed price.
  • Psychographic Data
    Information about a consumers’ values, attitudes, interests and personality traits, collected by analyzing online behavior (including viewing, website history and social media activity) as well as conducting surveys or traditional focus groups.
  • Publisher
    Web publishing is the process of publishing original content on the Internet. The process includes building and uploading websites, updating the associated webpages, and posting content to these webpages online. Web publishing is also known as online publishing.
  • Real-Time Bidding
    Real-time bidding is a technology-driven auction process where ad impressions are bought and sold almost instantaneously. Once an advertiser wins a bid for an ad impression, their ad is shown on a website. Real-time bidding plays a crucial part in the digital advertising ecosystem together(...)
  • Referral Traffic
    Referral traffic is often reported in Google Analytics and refers to traffic that originates from outside the Google search engine. This can include when a person clicks on a link from a third-party website that points to your site.
  • Referrer
    In the most common situation this means that when a user clicks a hyperlink in a web browser, the browser sends a request to the server holding the destination webpage. The request may include the referer field, which indicates the last page the user was on (the one where they clicked the link).
  • Referrer
    In the most common situation this means that when a user clicks a hyperlink in a web browser, the browser sends a request to the server holding the destination webpage. The request may include the referer field, which indicates the last page the user was on (the one where they clicked the link).
  • Referrer
    In the most common situation this means that when a user clicks a hyperlink in a web browser, the browser sends a request to the server holding the destination webpage. The request may include the referer field, which indicates the last page the user was on (the one where they clicked the link).
  • Remnant
    Remnant refers to ad inventory that is available to advertisers but has not been sold. Publishers generally monetize remnant ad inventory by utilizing house ads, promoting affiliate related products and more.
  • Retargeting Pixel
    An identifier (cookie) that gets dropped on a user when they are browsing a participating web page. These cookies track online behaviour and allow for more targeted ads that are specific to the user.
  • Revenue Attribution
    Revenue attribution also known as UTM tracking is a way of attributing revenue to specific traffic sources.
  • Revenue per Mille
    RPM is known as revenue per 1000 impressions and relates to the estimated ad earnings you could receive per 1000 ad impressions. RPM is calculated as estimated earnings/pageviews or impressions x 1000.
  • Rich Media
    Advertising appearing in a ‘richer’ form. These units are outside of the standard ad sizes and usually include special placements and movement. Examples of rich media units include skins, sponsor bars, pushdowns, rising stars.
  • Roadblock
    A Roadblock is a rule that can be implemented using Google Ad Manager which allows the publisher to block specific ads or creatives from showing on a web page.
  • RTB
    Real-time bidding is a technology-driven auction process where ad impressions are bought and sold almost instantaneously. Once an advertiser wins a bid for an ad impression, their ad is shown on a website. Real-time bidding plays a crucial part in the digital advertising ecosystem together(...)
  • Search Engine Optimization
    SEO, also known as Search Engine Optimization, is the process is optimizing a website to rank higher in a search engine. SEO is merely one of the many methods publishers use to send traffic to their sites.
  • Second-Party Data
    Second-party data is essentially someone else's first-party data. The seller collects data straight from their audience, and it all comes from one source. You can feel confident in its accuracy. You purchase 2nd party data directly from the company that owns it.
  • Second Price Auction
    An auction type in which the bidder who submitted the highest bid pays a price equal to the second-highest bid. Also known as a Vickrey auction.
  • Segment
    Members of a target audience identified based on the webpages they visit, the actions they take such as making a purchase, and data such as gender, location, or wealth.
  • SEO
    SEO, also known as Search Engine Optimization, is the process is optimizing a website to rank higher in a search engine. SEO is merely one of the many methods publishers use to send traffic to their sites.
  • Set-Top Box Data
    Viewership data that is collected directly from the set-top-box in wired cable homes via MVPDs.
  • Site Fraud
    Site fraud is when the website owner or operator is knowingly engaged in practices to create false ad inventory or hide the true location of an ad. Site fraud occurs when domain operators obtain inventory and misrepresent it in the open markets to artificially increase their value.
  • SSP
    A technology platform that provides outsourced media selling and ad network management services for publishers. The business model resembles that of an ad network in that it aggregates ad inventory, however they serve publishers exclusively and do not provide services for advertisers (e.g.,(...)
  • Sticky ads
    Anchor ads or also known as sticky ads. These are ads that stay fixed at a particular position on the screen even while the user scrolls up or down on the page.
  • Sticky Ads
    Sticky ads or also known as Anchor Ads. These are ads that stay fixed at a particular position on the screen even while the user scrolls up or down on the page.
  • Supply-Side Platform
    A technology platform that provides outsourced media selling and ad network management services for publishers. The business model resembles that of an ad network in that it aggregates ad inventory, however they serve publishers exclusively and do not provide services for advertisers (e.g.,(...)
  • Synchronous
    Synchronous rendering makes content and ads load on a page depending on the order the browser reads them.
  • Targeted Advertising
    The practice of serving an ad to the appropriate audience based on data. Ad targeting can involve demographic, geographical, behavioral or psychographic data.
  • Targeting
    Choosing to serve ads to a particular segment as well as when, where, and how often to serve ads.
  • Third Party
    Third-Party refers to groups or entities involved with the advertising stack who do not have a direct relationship with the advertiser or publisher. These entities are used to create additional context and value.
  • Third-Party Data
    Third-party data is any information collected by an entity that does not have a direct relationship with the user the data is being collected on. Often times, third-party data is generated on a variety of websites and platforms and is then aggregated together by a third-party data provider(...)
  • Third-Party Identity Graph
    A database of profiles based on third-party sourced identifiers and attributes. Data must be permissioned and auditable for third-party usage, and marketers licensing this type of ID graph may have less control over the data.
  • Transactional Data
    Purchase history associated with audiences/segments, it is often provided in aggregate and used to determine interests and needs in support of target segmentation.
  • Transparency
    To be considered transparent, a solution provider must fully disclose all components of the buy including pricing, any related mark ups, delivery, placement level media location, inventory type, inventory mix, and how advanced audience data is being applied and reported. Arbitrage and black(...)
  • UID 2.0
    An alternative approach to “cookies” that aims to solve for identity across the open internet, increasing privacy while supporting targeted advertising. UID 2.0 utilizes individuals’ anonymized email addresses; this is gathered by a user logging into an app or website.
  • Unfilled Impressions
    Blank impressions are also known as blank ads or unfilled impressions and occur when blank ads are displayed on a website. No publishers want blank impressions as these ads don’t result in ad revenue. Many reasons for blank ads can exist such as not having enough advertiser demand, low page(...)
  • Unified ID 2.0
    An alternative approach to “cookies” that aims to solve for identity across the open internet, increasing privacy while supporting targeted advertising. UID 2.0 utilizes individuals’ anonymized email addresses; this is gathered by a user logging into an app or website.
  • Unique User
    A visitor on a web page for the first time over the course of audience measurement (typically day, week, month, year).
  • User Data
    Information about users, either behavioural or demographic. Please note that user data is generally associated with a UUID rather than any personally identifiable information. User data is distinct from contextual data. Often used interchangeably with segment data and audience data.
  • User ID
    The user name, or username, by which a person is identified to a system or network. A user commonly must enter both a user ID and a password as an authentication mechanism during the logon process.
  • User ID Mapping
    Identity mapping is the process of using defined relationships between user identities in an enterprise such that applications and operating systems can map from one user identity to another, related user identity.
  • Variant
    Variants are a feature which powers A/B style testing. You can vary both the content of the reaction (if applicable) and the segment the reaction applies to.
  • VAST
    Video Ad Serving Template is an industry-standard script that helps provide video players with information on which ads to display, how to display it, when and functions it should offer.
  • vCPM
    VCPM is known as the viewable cost per thousand impressions. With VCPM an impression is only counted/viewable when at least 50% or more of an ad was viewable by the user on the screen for at least one to two seconds. Keep in mind that standards and definitions of viewable impressions can(...)
  • Vickrey auction
    An auction type in which the bidder who submitted the highest bid pays a price equal to the second-highest bid. Also known as a Vickrey auction.
  • VID
    An identity graph approach utilized to assign record level data instances to demographic or behavioral groups.
  • Video Ad Serving Template
    Video Ad Serving Template is an industry-standard script that helps provide video players with information on which ads to display, how to display it, when and functions it should offer.
  • Video Ads
    Video ads are ads that display within video formats. Many different variations and types of video ads exist. They can serve before, during or after the video plays.
  • Video Discovery
    Video discovery is a form of native advertising where a user is prompted to discover more content with a focus on video content.
  • Video Player Ad-Serving Interface Definition
    Video Player Ad-Serving Interface Definition contains a code that runs in video players.
  • Viewability
    Viewability relates to the amount of time a user saw an ad.
  • Viewable Cost Per Thousand Impression
    VCPM is known as the viewable cost per thousand impressions. With VCPM an impression is only counted/viewable when at least 50% or more of an ad was viewable by the user on the screen for at least one to two seconds. Keep in mind that standards and definitions of viewable impressions can(...)
  • Virtual ID
    An identity graph approach utilized to assign record level data instances to demographic or behavioral groups.
  • Visitor
    A user who revisits a webpage, regardless of frequency.
  • Walled Garden
    A closed ecosystem in which all the operations, technology, information, and user data are controlled by the ecosystem operator. In the advertising technology space, companies like Facebook and Google own each step of their advertising process and have come under scrutiny for a lack of transparency.
  • Walled Garden Clean Room
    A secure and privacy-compliant data environment that facilitates individual-level insights, measurement and targeting only for audiences targeted across walled garden media ecosystems.
  • Webhook
    A webhook (also called a web callback or HTTP push API) is a way for an app to provide other applications with real-time information. A webhook delivers data to other applications as it happens, meaning you get data immediately. Unlike typical APIs where you would need to poll for data very(...)
  • Winning Bid
    The highest bid in an auction. Does not guarantee that an ad will be served; the bid must then be accepted within the seller client's ad server.
  • Wrapper
    A header wrapper is what a publisher uses to integrate multiple ad networks on their website to run the header bidding auction. Instead of each demand partner needing a separate code implemented, header wrappers allows seamless integration of multiple partners with one script.
  • Yield
    The percentage of clicks vs. impressions on an ad within a specific page. Also called click rate.
  • Yield Management
    Yield management is the process of maximizing ad inventory revenue through the improved selling of inventory, making direct deals with advertisers, inventory management and more.

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