Glossary

Glossary

Ad Exchange

A technological platform that enables buying and selling ad inventory among publishers and advertisers through real-time bidding (RTB) syste...

Ad Impression

The moment of showing an advertisement to the target visitor that takes place when the user visits publisher’s website and is counted...

Ad Network

The entity that works as a traffic aggregator and provides the traffic from the publishers to advertisers, facilitating the selling process...

Ad Server

A platform that ensures delivering and storing of digital advertisements, submitting a particular ad to the visitor’s browser or the m...

Ad Tag

A little piece of code that is designed to define the place or position of the ad placement on publisher’s website or app. The ad t...

Ad Verification

A system designed for advertisement verification and testing, it confirms that announcements are displayed in the right place where they wer...

AdTech

Adtech definition encompasses all the technology associated with advertising campaigns, as well as all information, processes, and performan...

Advertisement

An audio, visual or textual form of information (creative), displayed within the app or on the website, the purpose of which is promoting a...

Advertiser

A brand, company, entrepreneur or any kind of individual who is interested in opportunities to promote their service, product or brand using...

Agency Trading Desk (ATD)

A service, which centralizes in one interface all the functions necessary for digital ad purchasing. Trading desks integrate several DSPs, p...

Audience Extension

A process performed with a help of certain tools that help to extend the relevant audience the advertiser wants to target. The process deman...

Bid Request

The request inside the RTB system that is sent by the Ad Exchange, Ad Network, and SSP to the DSP considering the bid for the certain ad inv...

Bid Response

The response that is getting sent by the DSP inside RTB system to address the Bid Request that was sent by SSP, Ad Network or Ad Exchange....

Blacklist

A database that lists the websites that were suspected to be the sources of fraudulent practices, spam, and inappropriate content. Public...

Bot Traffic

Automatically generated traffic by the bots (scripts designed to perform certain actions on the Internet). This type of traffic is non-human...

Brand Safety

The set of measures that aim to protect the brand’s image from the negative or harmful influence of inappropriate or questionable cont...

Conversion

The main indicator of ad campaign effectiveness, that is defined by the ratio of site visitors who fulfilled the target action to the total...

Cookie Sync/Matching

The process of data adjustment in order to link one company’s user ID to another, so that the ad exchange or ad network could merge th...

Cost per Action (CPA)

This is an advertising payment model which takes into account the number of actions (conversions) performed by users on site. The user ac...

Cost Per Install

Cost per install in mobile advertising (CPI) indicates the amount of money that needs to be spent in order to get one app installed on a sma...

Cost per Mille (CPM)

This is an advertising payment model, where the price is set per 1,000 impressions for an ad unit, (showing a single ad banner to the thousa...

CPC (Cost per Click)

The price that advertiser pays to the publisher, getting one click on the ad located on the publisher’s website. Cost per click dep...

Creative

Any type of digital ad units, such as a banner or a video that is used by the advertiser in order to draw the attention, communicate the mes...

Deal ID

The unique line of symbols that is attributed to the particular buyer or seller and helps them to identify each other. Deal ID is the par...

Demand-side platform (DSP)

Automatic, technologically advanced system that helps advertisers to launch their online ad campaigns, optimize them, and target the audienc...

Dynamic Pricing

The model of pricing where the cost of impression is determined real-time and depends on the particular category the user belongs to. The fo...

eCPM - (Effective Cost per Thousand Impressions)

An ad effectiveness metric used to calculate the revenue generated within several marketing channels. In order to measure eCPM divide the to...

Fill Rate

The ratio of displayed requests served by the advertising network. This metric is calculated by dividing the total number of successful impr...

First Look

Providing the client with an exceptional right to the ad inventory that positively impacts the number of buyers and stimulates the demand fo...

First Party Data

The user data that website owners gather about their visitors. Such kind of data is deemed to be the most valuable and is getting collected...

Floor CPM

The threshold of CPM set by the publisher that determines the minimum possible cost per impression the publisher agrees to sell the inventor...

Frequency Capping

The ability (function) to set the limit for the number of ad impressions shown to a particular user during a certain time period. Such funct...

Geo-Targeting

The method that allows showing the visitors advertisements that correspond to their geolocation, - the country, city, region. Such geo-targe...

Header Bidding

The advanced programmatic technology created for the cross-SSP auction that enables a publisher obtaining bids simultaneously from multiple...

Impression

Showing the ad to the user who visits a particular website, the loading of the ad the fact of which is permanently logged on the ad server....

In-App Advertising

The advertisement type that is integrated into the mobile apps, includes banners and videos that are displayed right in the context and ecos...

In-Stream Video

The advertisement that is shown before, during or after video watching, the same way it can be displayed during the game or any kind of anim...

Interstitial Ad

Full-screen ads that temporarily interrupt the user web experience, completely covering up the app’s interface at certain moments, e.g...

Inventory

The set of tools and valuable internet assets that are used for the purpose of advertisement and promotion of products or services. The most...

Look-Alike Audience Modeling

Socio-demographic and behavioral targeting model with the help of which the product is offered to users who resemble existing clients of the...

Out-Stream Advertising

The type of the ad that is getting showed out of the stream in the autoplay mode and is getting played the moment when the player appears in...

Preferred Deal

This is a non-auction model of buying with a fixed display price and no guarantee for inventory realization. Preferred deals do not offer th...

Private Marketplace

This is a real-time auction model of buying that is characterized by the clear price categories. It is available only to selected groups of...

Programmatic Buying

A bunch of methods designed for purchasing advertising on the Internet using automated systems (robots) and algorithms like RTB, that make a...

Programmatic direct/guaranteed

A non-auction model of traffic purchasing through the deals that take place outside the RTB but with advantages that RTB provides, - the abi...

Publisher

The owner of the ad inventory where advertisers can place their ads. The publisher can represent the individual or the company whose aim is...

Reach

The metric that helps to evaluate the coverage of the advertisement, how many people have seen the impression and interacted with it at leas...

Retargeting

The set of ad measures and techniques that make it possible to select and target only the audience that already visited the website of the a...

RTB (Real-time bidding)

A technology designed for purchasing advertising through programmable online real-time auctions. Using the IAB OpenRTB protocol the buyers b...

Second-party data

Second-party data is a first-party data accumulated and resold by the website owners or DMP, used by marketers in case own first-party data...

Second-price auction

The pricing format for RTB online auctions where the highest bid wins the lot (impression) but the cost of impression - the sale price, is n...

Supply-side platform (SSP)

The software platform that sells ad inventory offered by the publishers automatically, real-time via RTB protocol. SSP aggregates the supply...

Targeting

A way to deliver the ad impression to the relevant audience basing on certain custom criteria. Behavioral targeting takes the user’s a...

Third-Party Data

The type of data that gets gathered and supplied by the third parties. The third-party data gets accumulated from various sites, then consol...

User acquisition

User acquisition definition (UA) includes a total amount of money spent on attaining a new user for your website/app/platform or service. Th...

VAST

A standard developed by IAB (Interactive Advertising Bureau). VAST template is an XML document that gets build in the video player and conta...

Viewability

A metric designed to measure the effectiveness of ad impressions, it shows how many times the ad was seen rather than just served on the sit...

VPAID

The standard developed by the IAB (Interactive Advertising Bureau), that ensures the compatibility of video players. VPAID-container allows...

Whitelist

A database that lists the websites that were approved by advertisers. A whitelist denotes that it is safe to locate the ads on these web sou...

Win Rate

The indicator that shows whether the bid strategy is effective. In order to calculate the win rate divide the total number of impressions wo...

Yield Optimization

The process aimed at ad campaign optimization, increasing its effectiveness and output that is achieved by influencing consumer’s beha...

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