AdTech Glossary

Ad Audience refers to the specific group of people targeted by an a...

Ad Blocking is the use of software or browser extensions to prevent...

An Ad Blocker is a tool or extension that prevents ads from display...

An Ad Budget is the total amount allocated to an advertising campai...

A/B Testing compares two versions of an ad,webpage,or other conte...

Average Position is a metric in paid search advertising that indica...

Automatic Placement is a setting in digital advertising platforms t...

Automatic Bidding is an ad bidding strategy that uses algorithms to...

Audience Validation is the process of verifying that an ad campaign...

Audience Targeting is the process of defining and reaching specific...

Audience Extension is a strategy that allows publishers to reach us...

Audience refers to the specific group of users targeted by an ad ca...

An Auction is a bidding process in digital advertising where advert...

An Advertising Agency is a company that specializes in creating,pl...

Advertising Management involves overseeing and coordinating all asp...

Advertising-Supported Video on Demand(AVOD)is a streaming service...

Affiliate Marketing is a performance-based marketing strategy where...

An Affiliate Network is a platform that connects advertisers with a...

An Analytics Suite is a collection of tools and features that analy...

An API(Application Programming Interface)allows different softwar...

Application Delivery Management(ADM)is the process of ensuring so...

Attribution in advertising refers to the process of identifying whi...

An Advertiser is a business or individual that pays to promote prod...

An Advertisement is a message or content designed to promote a prod...

Ads.cert is an IAB initiative that enhances the security and transp...

Ads.txt(Authorized Digital Sellers)is a file that publishers uplo...

Addressability refers to the ability to target individual users bas...

Ad Verification is the process of ensuring ads appear in the intend...

An Ad Unit is a specific size or format of an ad,such as banners,...

Ad Tracking monitors ad performance through metrics like impression...

Ad Trafficking involves the setup and delivery of digital ads acros...

Ad Tech(Advertising Technology)includes the tools and software us...

Ad Targeting is the practice of delivering ads to a specific audien...

An Ad Tag is a code snippet that enables ad serving by requesting a...

Ad Space is the designated area on a website,app,or platform wher...

An Ad Server is a platform that stores,delivers,and tracks ad cam...

Ad Scheduling sets specific times or days for ads to be displayed,...

Ad Relevance refers to how closely an ad aligns with the needs,int...

Ad Mediation is the process of managing multiple ad networks throug...

Ad Metrics are the measurable indicators of an ad’s performance.Co...

An Ad Network is a platform that connects advertisers with publishe...

An Ad Pod is a collection of multiple video ads shown sequentially...

Ad Position refers to where an ad appears on a webpage,app,or pla...

Ad Rank is a score that determines an ad’s placement in search engi...

Ad Recall measures how well users remember an ad after viewing it....

Ad Revenue Optimization is the practice of maximizing revenue gener...

Ad Rotation is the process of alternating between different ads in...

Ad Delivery is the process by which ads are served to users on webs...

Ad Campaign Optimization is the process of refining a campaign to i...

Ad Budget Optimization is the process of adjusting ad spending to m...

An Ad Campaign is a series of advertisements focused on a particula...

Ad Injection is the unauthorized addition of ads to a webpage,ofte...

An Ad Exchange is a digital marketplace where advertisers and publi...

An Ad Group is a set of ads within a campaign that share similar ta...

An Ad Impression is recorded each time an ad is displayed to a user...

Ad Markup is the HTML or JavaScript code within an ad creative that...

Ad Inventory refers to the ad space available on a website,app,or...

A Buyer-Side Platform is a system that enables advertisers to buy a...

A Buyer Persona is a fictional representation of an ideal customer,...

A Buyer ID is a unique identifier assigned to an advertiser or buye...

Burl is a shorthand term in ad tech for “billing URL,” which tracks...

Bulk Editing is the process of making multiple changes to ad settin...

Brand Safety ensures that ads do not appear in contexts that could...

Brand Advertising focuses on increasing brand awareness,visibility...

A Bidding Strategy is a plan for setting bids to achieve specific c...

Bounce Rate is the percentage of visitors who leave a website after...

Bot Traffic refers to non-human traffic generated by automated prog...

A Blacklist is a list of domains,IP addresses,or ad placements th...

Billable Impressions are ad impressions for which an advertiser is...

Bidstream Data is information collected during the bidding process,...

A Bidder is a system or algorithm that places bids on behalf of an...

Bid Shading is an optimization technique that reduces bids in first...

A Bid Response is the advertiser’s reply to a bid request,indicati...

A Bid Request is a signal sent by a publisher’s platform to potenti...

Bid Management is the process of setting,adjusting,and optimizing...

Bid eCPM(Effective Cost Per Mille)represents the effective cost p...

Bid Depth is the number of bids received for a specific ad placemen...

Bid Caching is a technique where bid requests that weren’t filled i...

A Bid is the maximum amount an advertiser is willing to pay for a s...

Behavioral Advertising is a technique that uses data about a user’s...

Behavioral Targeting is the practice of using behavioral data to de...

Behavioral Data refers to information about user actions,such as p...

Cost Per Mille(CPM),or cost per thousand impressions,is a pricin...

Cost Per Install(CPI)is a pricing model specific to mobile app ad...

Cost Per Conversion is the total cost divided by the number of conv...

Cost Per Completed View(CPCV)is a pricing model for video ads whe...

Cost per click(CPC)is a pricing model where advertisers pay each...

Cost per action(CPA)is a pricing model where advertisers pay for...

Core Web Vitals are a set of metrics defined by Google to measure a...

A Conversion occurs when a user completes a desired action,such as...

Cookies are small data files stored on a user’s device by websites...

Cookie Sync/Matching is the process of aligning user data across di...

Conversion Tracking is the process of monitoring and recording acti...

Conversion Rate(CVR/CR)is the percentage of users who complete...

A Conversion Optimizer is a tool or algorithm that automatically ad...

Contextual Targeting is the practice of displaying ads based on the...

Contextual Data includes information about the content and context...

Contextual Ads are ads placed on websites or apps based on the cont...

A Content-Delivery Network(CDN)is a network of servers distribute...

A Consent-Management Platform(CMP)is a tool that helps websites c...

Connected TV(CTV)refers to televisions connected to the internet,...

Completion Rate is the percentage of viewers who watch a video ad t...

Cloud Servers are virtual servers hosted in data centers and access...

Client-Side Header Bidding is an ad auction conducted in the user’s...

Click Fraud is the act of intentionally clicking on ads to inflate...

Clickbait refers to misleading or sensational headlines designed to...

Click-Through Rate(CTR)is the percentage of users who click on an...

Dynamic Search Ads are ads generated automatically by search engine...

Dynamic Pricing is a pricing strategy that adjusts ad prices based...

Dynamic Creative Optimization(DCO)is a process that uses machine...

Dynamic Creative is an ad format that automatically adapts its cont...

Dynamic CPM(dCPM)is a bidding model where the cost per thousand i...

Dynamic Ad Targeting is a targeting method that uses real-time data...

A Data Protection Officer(DPO)is a role required by GDPR for orga...

A Display Video Ad is a video ad that appears on websites or apps w...

A Display Network is a collection of websites and apps that show di...

Display Advertising encompasses all forms of visual advertising on...

A Display Ad is a visual ad that appears on websites,apps,or soci...

Direct Traffic refers to users who visit a website by typing the UR...

Direct Response Advertising is designed to encourage immediate acti...

A Direct Publisher is a publisher that sells ad inventory directly...

A Direct Deal is an agreement between a publisher and advertiser to...

Direct Data is first-party data collected directly from a brand’s i...

The Digital Advertising Alliance(DAA)is a coalition of advertisin...

A Data Broker is a company that collects data from various sources,...

Deterministic Matching is the process of linking user profiles acro...

Deterministic Data is user data obtained directly from verified sou...

A Demand-Side Platform(DSP)is a technology platform that enables...

A Demand Source is any platform,agency,or advertiser that seeks a...

Demand Generation is a strategy focused on building awareness,inte...

A Data Management Platform(DMP)is a tool used to collect,organiz...

A Data Clean Room is a secure environment where multiple parties ca...

An Email Ad is an advertisement delivered via email,either embedde...

An Endpoint is the final destination or device in a digital network...

eCPC(Effective Cost Per Click)measures the average cost of each c...

Frequency in advertising refers to the number of times a user is ex...

A Frequency Cap is a limit set on the number of times a single user...

First-Party Cookies are small data files stored on a user’s device...

Floor CPM is the minimum price a publisher sets for each thousand i...

Floor Optimization involves adjusting floor CPMs(minimum bid price...

A Floor Price is the minimum amount a publisher is willing to accep...

Footer Bidding is an auction model similar to header bidding but co...

FAST(Free Ad-Supported Streaming TV)is a model for streaming cont...

Fill Rate is the percentage of ad requests successfully filled with...

First Input Delay(FID)measures the time it takes for a webpage to...

A First Party Auction is a type of ad auction conducted directly by...

First Party Data is information collected directly by a brand from...

Gross Estimated Spend is the projected total amount an advertiser e...

A Guaranteed Deal is a direct agreement between an advertiser and p...

General Invalid Traffic(GIVT)refers to non-human or fraudulent tr...

Generative AI is a type of artificial intelligence that creates new...

Geotargeting is a strategy that uses location data to deliver ads t...

Header Bidding(HB)is a programmatic auction method that allows mu...

A Holdout Test is an experiment where a control group is withheld f...

Horizontal Advertising involves promoting products or services acro...

An IP Address is a unique identifier assigned to each device connec...

Inventory is the total ad space available on a website,app,or pla...

Invalid Traffic(IVT)refers to fake or non-human traffic that arti...

Interstitial Ads are full-screen ads that appear between content or...

The Interactive Advertising Bureau(IAB)is an organization that es...

Intelligent Tracking Prevention(ITP)is a privacy feature develope...

In-Stream Video refers to video ads that play within a video player...

An Instream Video Ad is a video ad displayed within video content,...

An Incrementality Test is an experiment that isolates the effect of...

Incrementality measures the additional impact of an ad campaign on...

In-Store Advertising is promotional content displayed within physic...

In-House Advertising is when a brand manages its ad campaigns inter...

In-Game Advertising refers to ads placed within video games,often...

In-Banner Video Ads are video ads that play within standard display...

In-App Advertising involves displaying ads within mobile apps,targ...

Impression Share is the percentage of available impressions an ad r...

An Impression is recorded each time an ad is displayed to a user,r...

IMA SDK(Interactive Media Ads Software Development Kit)is a tool...

An Iframe(Inline Frame)is an HTML element that allows a webpage t...

IAB Standard Ads are ad formats defined by the Interactive Advertis...

A Lookback Window is the time frame during which user actions,such...

Lurl refers to a “landing URL,” the destination URL that users are...

Linear TV refers to traditional broadcast television programming,w...

Location Targeting is a strategy that allows advertisers to reach u...

A Lookalike Audience is a target audience that resembles an adverti...

Lookalike Modeling is the process of using data to identify new aud...

Largest Contentful Paint(LCP)measures the time it takes for the l...

Lazy Loading is a technique that delays loading images or videos un...

Lead Generation is the process of attracting potential customers(l...

Leaderboard Ads are horizontal display ads,usually 728×90 pix...

A Linear Ad is a video ad that plays before,during,or after the m...

Multichannel advertising involves using multiple platforms,such as...

Multi-Touch Attribution assigns credit to multiple touchpoints in a...

A Multi-Size Ad Unit allows publishers to display ads in different...

The Media Rating Council(MRC)is an industry body that sets standa...

MRAID(Mobile Rich Media Ad Interface Definitions)is a standard th...

Monthly Unique Visitors is the number of individual users who visit...

Mobile Game Ads appear within mobile games,engaging users through...

Mobile Ads are ads specifically designed for mobile devices,includ...

A Mid-Roll is a video ad that plays in the middle of a video,simil...

MFA(Made for Advertising)describes content or websites primarily...

Media Buying is the process of purchasing ad space across various p...

Match Type is a setting in paid search advertising that determines...

Matching Pattern in advertising refers to the criteria that define...

MarTech(Marketing Technology)refers to software and tools used to...

Marketing Mix Modeling(MMM)is a statistical approach that evaluat...

The Marketing Funnel is a model that describes the stages customers...

Marketing Automation uses technology to streamline repetitive marke...

Marketing Attribution is the process of assigning credit to specifi...

Manual Media-Buying is the traditional approach to purchasing ad in...

A Manual Bidding Strategy requires advertisers to set bids for each...

Managed Placement Targeting allows advertisers to choose specific w...

Malvertising is the use of online advertising to spread malware.Ma...

MadTech is a term that combines “Marketing” and “AdTech,” referring...

Macros are dynamic parameters in ad URLs that automatically insert...

Machine Learning(ML)is a subset of artificial intelligence that a...

Non-Human Traffic refers to automated visits from bots rather than...

A Non-Linear Ad is a video ad that plays alongside video content,s...

Non-Personally Identifiable Information(Non-PII)includes data tha...

Nurl stands for “Notification URL,” which is a tracking URL used in...

An OTT Platform is a streaming service that provides video content...

An OTT Streaming Service is a content provider that offers on-deman...

Out-Stream Advertising refers to video ads that play outside of vid...

An Out-Stream Video Ad is a video ad that appears outside of tradit...

Over-the-top(OTT)refers to media delivery over the internet,bypa...

Overlay Ads are semi-transparent ads that appear over video content...

OpenRTB is a standard protocol for real-time bidding in programmati...

Opt-In Consent requires users to explicitly agree to data collectio...

Opt-In Tracking is a data collection method that requires user cons...

Organic Conversion refers to conversions that occur without paid ad...

OTT Advertising(Over-the-Top Advertising)delivers ads to viewers...

Omnichannel advertising is a strategy that integrates multiple chan...

Online Advertising refers to promoting products or services through...

An Online Data Aggregator is a company that collects,organizes,an...

An Open Auction is a programmatic ad auction where multiple buyers...

An Open Exchange is a digital marketplace where ad inventory is bou...

A Publisher ID is a unique identifier assigned to each publisher wi...

A Publisher is an entity that owns and manages digital content,off...

Programmatic Media Buying automates the purchase of ad inventory us...

Programmatic Guaranteed refers to direct ad buys made through progr...

Programmatic Direct is a method of buying ad inventory programmatic...

Programmatic Deals refer to negotiated arrangements within programm...

Programmatic Buying is the process of purchasing ad inventory throu...

A Pre-Roll Ad is a video ad that plays before the main content begi...

Programmatic Advertising uses technology to automate the buying and...

Programmatic refers to the automated process of buying and selling...

A Private Marketplace(PMP)is an invite-only ad marketplace where...

Premium Inventory refers to high-quality ad space on reputable webs...

Preferred Deals are programmatic arrangements where advertisers acc...

Prebid.js is an open-source library for header bidding,allowing pu...

PPC Advertising is an online ad model where advertisers pay only wh...

A PPC(Pay-Per-Click)Ad Campaign charges advertisers for each clic...

A Post-Roll Ad is a video ad that plays after the main content has...

A Popunder Ad is a type of ad that opens in a new browser window...

A Pop-Up Ad is a window that appears over a webpage,typically prom...

Playable Ads are interactive ads that allow users to engage with a...

A Pixel is a small tracking code added to websites or emails that m...

Piggybacking is when additional tracking tags are triggered by an i...

Personally Identifiable Information(PII)includes data that can be...

Personalization is the practice of tailoring ads to individual user...

Performance Marketing is a form of digital marketing where advertis...

A Passback is a backup ad placement used when the primary ad networ...

A Pageview is recorded each time a user loads a webpage.Pageviews...

Page Revenue Per Mille(RPM)is the revenue generated per thousand...

ROMI calculates the effectiveness of marketing spend by measuring t...

ROI Tracking involves monitoring the return on investment of ad cam...

ROAS Optimization focuses on adjusting ad strategies to maximize Re...

Rich Media ads are interactive digital ads that engage users with a...

Retargeting is a strategy that serves ads to users who have previou...

Revenue Sharing in digital advertising involves splitting revenue g...

A Revenue Share Model is an agreement where advertisers or publishe...

Return on Investment(ROI)is a measure of the profitability of an...

Return on Ad Spend(ROAS)measures the revenue generated for every...

Retail Media Advertising is a form of advertising displayed on reta...

Retail Ads are ads that promote products or services directly from...

Real Cost Per Mille(rCPM)represents the effective cost per thousa...

Reporting in advertising involves collecting and analyzing data on...

Remnant Inventory refers to unsold ad space that publishers often s...

Remarketing Ads target users who have previously interacted with a...

Real-Time Bidding(RTB)is an automated auction where ad impression...

Real-Time in digital advertising refers to immediate,live data pro...

A Supply-Side Platform(SSP)is a technology that helps publishers...

A Supply Source is any platform or partner that provides ad invento...

Supply Path Optimization(SPO)focuses on improving the efficiency...

Subscription Video on Demand(SVOD)is a streaming service model wh...

Sticky Ads are ad formats that remain visible as users scroll down...

A Sponsored Listing Ad is a type of ad that appears at the top of...

Sponsored Ads are paid advertisements that appear as part of a plat...

Social Ads are advertisements on social media platforms like Facebo...

Supply Path Optimization(SPO)involves choosing the most efficient...

Sophisticated Invalid Traffic(SIVT)refers to fraudulent ad impres...

Social Media Advertising encompasses all forms of paid promotion on...

Smart Bidding is an automated bid strategy within Google Ads that a...

SKAd Network is Apple’s privacy-focused framework for mobile ad att...

A Session is a single visit or interaction on a website or app by a...

Server-side ad Insertion(SSAI),also known as ad stitching,integr...

A Seller-Side Platform(SSP)is a technology platform that helps pu...

Seller Rating is a score that indicates the credibility of a seller...

Second-party data is data collected directly by another company and...

A Seller ID is a unique identifier assigned to sellers within ad ex...

Self-Serve Advertising platforms allow advertisers to manage and la...

A Second-Price Auction is a bidding process where the highest bidde...

A Traffic Bridge redirects users between two points,often between...

Transactional Video on Demand(TVOD)allows users to purchase or re...

Target CPM is a bidding strategy that aims to achieve a specific co...

Third-Party refers to an external organization or service involved...

Third-Party Cookies are tracking cookies set by external domains on...

Third-Party Data is data collected by external sources and shared w...

A Tracking Code is a snippet of code that records user interactions...

A Tag is a snippet of code placed on a website or app to collect...

A Target Audience is a specific group of users that an advertiser a...

Target Cost-Per-Action(CPA)is a bidding strategy where advertiser...

A User Agent is a string of text identifying a user’s browser,devi...

A User Profile is a data collection describing a user’s preferences...

A User Profile is a data collection describing a user’s preferences...

User Sync is a process that matches user data across platforms for...

A Unique User Identifier(UUID)is a unique code assigned to each u...

A Universal ID is a standardized identifier used to track users acr...

Unreserved Inventory is ad space that has not been pre-sold and is...

A User is an individual who interacts with digital content,such as...

User Acquisition(UA)refers to the strategies used to attract new...

View-through Attribution(VTA)attributes conversions to users who...

VPAID defines standards for interactive video ads,allowing rich me...

vMVPD offers multiple streaming channels in a subscription bundle,...

VMAP enables multiple ad breaks within a video,creating a playlist...

A Virtual IP is a simulated IP address,often used for testing and...

Video on Demand(VOD)allows users to watch video content at any ti...

A Viewable Impression is an impression that meets viewability stand...

Viewability measures how visible an ad is on a screen,typically re...

A View-Through Conversion is a conversion that occurs after a user...

A View Conversion is a conversion attributed to a user who saw an a...

Video Completion Rate(VCR)measures the percentage of users who wa...

A Video Ad is an advertisement in video format,used on platforms l...

vCPM measures the cost per thousand viewable impressions,focusing...

A VAST Wrapper is a type of VAST tag that redirects to another VAST...

A Vast Tag is an XML code that defines how a video ad should be...

VAST is a standard protocol that facilitates video ad delivery acro...

A VAST Redirect forwards a VAST tag request to another ad server,h...

VAST Inline Response delivers a video ad directly within the VAST X...

A VAST Error occurs when a video ad fails to load or play correctly...

A Wrapper is a code encapsulating another VAST tag,allowing for ad...

Win Rate measures the percentage of ad bids that result in impressi...

The Waterfall Method prioritizes demand sources sequentially,filli...

A Web Beacon is a small image or code used to track user behavior o...

A Web Server stores and serves website data to users,delivering pa...

White-Label refers to products or services rebranded by clients as...

A Whitelist is a list of approved sites or channels where ads can a...

Yield Optimization enhances revenue by adjusting ad placements,pri...

Yield represents the revenue generated from ad inventory,often max...

Yield Management is the process of adjusting ad prices,fill rates,...

Zero-Party Data is data willingly shared by users with a brand,suc...