Ad glossary

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Ad Completion
An ad completion relates to video advertising and considers an event when a video plays to the end. The ad completion rate is metrics that indicates the number of such video ad completion.
Ad Exchange
An ad exchange is a platform facilitating the buying and selling of advertising inventory across multiple ad networks.
Ad Fraud
Ad fraud is a scam aimed at wasting advertisers’ budgets. It can take many forms, like fake page views and clicks, inappropriate ad placements, malicious ad injectors, browser and time zone falsification, and more.
Ad Network
It’s a company that aggregates ad supply from publishers and matches it with the advertiser's demand.
Ad Server
An ad server is a platform used by publishers, advertisers, ad agencies, and ad networks to manage and run online advertising campaigns.
Ad Tech
Ad tech stands for advertising technology and considers all technologies, software, and services aimed to online ads delivering, controlling and targeting.
Arbitrage is a technique where one party will buy inventory at a lower cost and resell it at a higher price. In other words, the arbitrageur buys traffic from one platform and sells it to another platform, making a good profit in the process.
Audience Extension
Audience Extension is a process used in ad tech that attempts to expand the target audience size while ensuring relevancy and maximizing engagement. Audience Extension techniques are also sometimes called "Lookalike Modeling".


Behavioral Targeting
Behavioral targeting targets users based on their most frequently visited websites and their overall online behavior. Users with similar behavior are usually grouped in audience segments.
Bots are fraudulent programs designed to simulate human online interaction and create fake impressions.
Brand safety
Brand safety is the process of ensuring safe ad placements to advertisers, so that the content of the website the impression is displayed on doesn’t negatively impact the advertising brand.


CTV (Connected TV)
Connected TV refers to any TV that can be connected to the Internet and access content beyond what is available via the normal offering from a cable provider.
Contextual Targeting
Contextual advertising is the displaying of ads that are targeted to the content of the website. This is done through an automated scanning of keywords and content on the website
A cookie is a piece of data that is placed by a website on a user’s browser. It helps publishers collect valuable information on their audience’s behavior and is also used by advertisers for retargeting campaigns.
Cross-device tracking
Cross-device tracking is the analysis of a user’s behavior across every device – desktop, mobile and tablet.


Display Advertising
A form of online advertising where an advertiser‘s message is shown on a web page, generally set off in a box at the top or bottom or to one side of the content of the page.
Direct deals
These are deals made directly with a source of ad demand, past all intermediaries.
Dynamic creatives
Dynamic creatives are a flexible ad format that can be adapted in real time to the user who views it.
DMP (Data Management Platform)
A DMP is a system that gathers first-party data to integrate it to third-party data. The process allows publishers to gain insight on their audience and advertisers plan for better media buying strategies.
DOOH (Digital Out-Of-Home)
DOOH stands for Digital Out-Of-Home advertising. It refers to "out-of-home" advertising - that is, ads that are marketed to consumers when they are "on the go", such as in transit, in commercial locations, or in waiting areas.
DSP (Demand-Side Platform)
It’s a Demand-Side Platform used by advertisers for their programmatic buying. The platform allows for automated purchase of ad impressions and is integrated to supply-side platforms (SSPs), ad exchanges and programmatic direct softwares.


eCPM (Effective Cost per Thousand)
Effective Cost per Thousand; a metric for measuring advertising revenue generated across various marketing channels, calculated by dividing total earnings by the total number of impressions in thousands.


Fill Rate
The ratio of ad requests that are successfully filled in relation to the total number of ad requests made, expressed in percentage.
First-Party Data
First-party data is gathered by a website owner and reflects its visitors’ online behavior. It is the most valuable data as it is proprietary to the publisher or website owner and provides precise and accurate data about its audience.
The number of times an ad is delivered to the same browser in a single session or time period.
Frequency cap
A frequency cap is a method to control how many times an ad will be served to an specific user. It is used to avoid targeted audiences to become irritated with the ad.
First-look is a benefit offered to specific advertisers by publishers and SSPs that allow them to purchase impressions for a fixed price. The ad slots won’t be opened to auction before the first-look buyers decline.
First-price auction
A first-price programmatic auction happens in real-time bidding when the highest bid for an ad slot wins, regardless of the amount submitted by lower bidders. Lear more about first-price auctions.


Showing ads to people based on their mobile device’s location, ZIP code information they submit when registering a site/service or GPS coordinates collected by site/service.


Header bidding
Header bidding is an advanced programmatic technique where a publisher offers its inventory to multiple exchanges simultaneously before making a call to their ad servers


An ad that appears within a piece of content. For example, a pre-roll ad attached to a YouTube video or a Promoted Tweet in a Twitter feed.
Interactive In-App Pre-Roll
Video ads containing rich media or interactive functionality running in-app on smartphones or tablets. Interstitial ads playing in-app expand to full screen unless viewer exits.
Interactive Pre-Roll
In-stream video ads that play before video content and feature interactive and rich media elements, such as overlays, video galleries, microsites and/or zip code locators.


KPI (Key Performance Indicator)
A KPI is a measurable value that demonstrates how effectively a company is achieving key business objectives.


Linear TV
Live television that is watched as scheduled; stands in contrast to pre-recorded or video on demand (VOD).


Form of online video ad placement where the ad is played during a break in the middle of the content video.


Native Ads
Native advertising is a type of advertising that matches the form and function of the platform upon which it appears. The word "native" refers to this coherence of the content with the other media that appear on the platform.


Open Exchange
An open digital advertising marketplace for aggregated inventory from multiple partners where buyers can bid either manually or programmatically to purchase impressions.
Opt In
Refers to an individual giving a company permission to use data collected from or about the individual for a particular reason, such as to market the company's products and services.
OTT (Over-the-Top)
OTT refers to content accessed via the internet without the involvement of a television service provider. OTT includes Subscription Video-on-Demand (SVOD) services like Netflix, as well as free ad-supported services like Hulu.


Page Request
The opportunity for an HTML document to appear on a browser window as a direct result of a user's interaction with a Web site.
A piece of code provided by a company that wishes to track the end-user’s behavior and identification (cookie) on a website.
Post-Roll Ad
The streaming of a mobile advertising clip after a mobile TV/video clip. The mobile advert is usually 10-15 seconds.
Pre-Roll Ad
A video advertisement that appears directly preceding an online video. Common formats include :15, :30 and :60 lengths.
Programmatic Ad Buying
The use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders.
Programmatic Direct
An ad buy done directly between a publisher and advertiser through automated programmatic ad-buying systems, also know as programmatic premium or programmatic reserved. The delivery process is still automated, but the ad space will not go up for an online auction as it would in Real-Time Bidding (RTB).
Private exchange
Private exchanges are a method for publishers to control which advertiser buys their inventory so to avoid reselling of their inventory.
Price floor
A price floor is set at a minimum cost in a second-price auction. It allows for publishers to get their full revenue potential. Learn more about price floors.
Programmatic video
Programmatic video advertising – as the name would suggest – combines the technology and logic behind programmatic advertising, and allows you to deliver highly engaging video ads in the same way.


RTB (Real-Time Bidding)
It’s the automated process of buying and selling ad impressions in real-time. Within milliseconds, the visitor’s information is sent to an ad exchange where a real-time auction occurs to win the ad slot. The price is determined by the immediate demand.
Retargeting (Remarketing)
Retargeting ads are a form of online targeting advertising and are served to people who have already visited your website or are a contact in your database (like a lead or customer).


Second-Party Data
When a company makes its first-party data directly available to another company, which then uses it to sell ads.
Skippable Pre-Roll
In-stream video ads that allow viewers to skip ahead to non-advertisement video content after playing for a few seconds.
Second-price auction
Second-price auction happens in real-time bidding when the auction is cleared at the second highest price plus a small fee, usually one cent. Learn more about second-price auctions.
SSP (Supply-Side Platform)
This is software used to sell advertising in an automated fashion, allowing publishers to connect their inventory to DSPs, ad exchanges and networks to sell their impressions in real-time.


Target Audience
The intended audience for an ad, usually defined in terms of specific demographics (age, gender) and psychographics (interests, behaviors).
Third-Party Data
Information that an established data company collects indirectly or aggregates from others and then sells to ad buyers.


Unique User/Device ID
Sometimes called UDID; identifier assigned to a device or user that lasts until the device is reset or the account is deleted.


VAST (Video Ad Serving Template)
This is a universal XML schema for serving ads to digital video players.
vCPM (Viewable CPM)
Cost per thousand viewable ads served – a simple calculation for vCPM = CPM / viewability rate.
Viewability is an online advertising metric that measures the number of impressions viewed by users. An impression does not necessarily count as a viewed impression.
Viewable Completion
When a video is viewable at the end of ad play.
Viewable Impression
As defined by the Media Ratings Council, a viewable video impression is one where 50% of a video player’s pixels are in view in an active browser tab for any two consecutive seconds.
VPAID (Video Player Ad-Serving Interface Definition)
VPAID allows a rich interactive user experience with in stream video ads.
VTR (View-Through Rate)
VTR is a measurement of how many people saw an ad and eventually visited the advertiser’s site.


A whitelist is a directory of websites that an advertiser defines safe to serve its ads on.


The percentage of clicks vs. impressions on an ad within a specific page. Also called “ad click rate.”
Yield Management
Yield and Revenue Management is the process of understanding, anticipating and influencing advertiser and consumer behavior in order to maximize profits through better selling, pricing, packaging and inventory management while delivering value to advertisers and site users.
Yield Optimization
Yield optimization is a method for publishers to determine the worth of their ad impressions and maximize the revenue on their inventory.

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