Glossary of terms
This glossary compiles key terms and concepts in programmatic advertising to help you better understand its workings and terminology.
- Acquisition
- Ad Agencies
- Ad blocking
- Ad call
- Ad Creative
- Ad exchange
- Ad Fraud
- Ad Fraud Detection
- Ad Impression
- Ad Inventory
- Ad Inventory Forecasting
- Ad Load
- Ad Mediation
- Ad network
- Ad pod
- Ad Podding
- Ad Rotation
- Ad Server
- Ad Serving
- Ad Slot
- Ad Stack
- Ad Supported streaming video (ASVOD)
- Ad tag
- Ad targeting
- Ad Unit
- Ad verification
- AdChoices
- AdChoices Icon
- Addressable TV
- AdOps
- Ads.cert
- Ads.txt
- AdTech
- AdTech platform
- Advanced targeting data
- Advertiser
- Advertiser ID
- Advertising agency
- Affiliate Advertising
- Affiliate Marketing
- Agency Trading Desk
- Aggregated Event Measurement
- Algorithmic Buying
- Analytics Dashboard
- Analytics suite
- Application Programming Interface (API)
- Attribution
- Attribution Modeling
- Attribution Window
- Auction
- Auction Dynamics
- Audience buying
- Audience Extension
- Audience Insights
- Audience segment
- Audience Segmentation
- Automated Guaranteed
- Automated media buying
- Automatic content recognition (ACR)
- Cache Busting
- Call to Action (CTA)
- Campaign Management
- Clean Room
- Clean Room Analytics
- Click Fraud
- Click-through Conversion
- Click-through Rate (CTR)
- Cohort Analysis
- Cohort-Based Targeting
- Connected ID
- Consent Management Framework (TCF)
- Consent Management Platform (CMP)
- Consent String
- Consent String API
- Contextual AI
- Contextual Intelligence
- Contextual Signals
- Conversion Lift
- Conversion Pixel
- Cookie
- Cookie syncing
- Cost Per Acquisition (CPA)
- Cost Per Click (CPC)
- Cost per completed view (CPCV)
- Cost Per Engagement (CPE)
- Cost per Install (CPI)
- Cost Per Mille (CPM)
- Cost per mille viewable impressions (vCPM)
- Cost Plus
- Creative
- Creative Optimization
- Creative tag
- Cross-context targeting
- Cross-device
- Cross-device attribution
- Cross-device Identity Resolution
- Cross-Device Tracking
- Customer Data Platform (CDP)
- Customer insights/analysis software
- Customer Journey
- Customer relationship management (CRM) software
- Customer-data platform (CDP)
- Daisy chain
- Data Activation
- Data broker
- Data Clean Room
- Data Clean Room Collaboration
- Data Clean Room Partner
- Data Collaboration Platform
- Data Enrichment
- Data Lake
- Data Management Platform (DMP)
- Data Minimization
- Data onboarding
- Data Privacy
- Data Privacy Compliance
- Data provider
- Data Sovereignty
- Data usage policy
- Data-management platform (DMP)
- Day part
- DCO (Dynamic Creative Optimization)
- DealID
- Decisioning
- Deduplication
- Default creative
- Default tag
- Demand
- Demand Path Optimization
- Demand Side Platform (DSP)
- Demographic data
- Deterministic data
- Deterministic matching
- Device fingerprinting
- Device Graph
- Device graphs
- Differential Privacy
- Digital advertising
- Digital Advertising Alliance (DAA)
- Digital advertising software
- Digital marketing
- Digital media
- Digital Out-of-Home (DOOH)
- Direct Marketing Association (DMA)
- Direct response
- Display Ad Networks
- Display advertising
- DMA
- DMA OBA compliance
- Dynamic creative
- Dynamic Creative Optimization (DCO)
- Dynamic pricing
- ID Resolution Graph
- Identity Graph
- Identity Resolution
- Identity Resolution Platform
- Impression
- Impression Share
- Impression Tracking
- In-App Advertising
- In-banner video
- In-house programmatic
- In-Stream Ads
- In-Stream Video
- Incrementality
- Instance
- Intelligent tracking prevention (ITP)
- Interactive Advertising Bureau (IAB)
- Internet Advertising Bureau (IAB)
- Internet TV
- Interstitial Ad
- Inventory
- Inventory Management
- Inventory Quality
- Machine Learning
- Machine Learning Optimization
- MadTech
- Manual media-buying
- Marketer
- Marketing analytics
- Marketplaces
- MarTech
- Media activation
- Media buying
- Media Mix Modeling
- Media Plan
- Media Planning
- Mediated ad network
- Mediation
- Metadata
- Mobile
- Mobile Ad Sizes
- Mobile Advertising
- Mobile Advertising ID (MAID)
- Mobile device ID
- Mobile Retargeting
- MRAID (mobile rich media ad interface definitions)
- Multi-channel Campaign
- Multi-touch Attribution
- Pacing
- Paid media or paid advertising
- Partner Integrations
- Passback
- Personally identifiable information (PII)
- PHP session ID
- Piggyback
- Piggybacking
- Pixel
- Pixel Tracking
- Placement
- Pop-Under
- Pop-up ad
- Post-click engagement
- Post-cookie Identity Solutions
- PPC (Pay Per Click)
- Predictive Audiences
- Premium inventory
- Privacy Budget
- Privacy Compliance
- Privacy Enhancing Technologies (PETs)
- Privacy Sandbox
- Privacy Sandbox APIs
- Privacy-first Data Strategy
- Privacy-first Measurement
- Privacy-preserving Identity
- Private Auction
- Private marketplace
- Private Marketplace (PMP)
- Probabilistic Data
- Probabilistic matching
- Programmatic Advertising
- Programmatic Approach
- Programmatic buying
- Programmatic direct
- Programmatic Guaranteed
- Programmatic Linear
- Programmatic software
- Programmatic TV
- Programmatic video
- Public relations (PR) software
- Publisher
- Publisher Direct
- Raw data
- Reach
- Real-time Analytics
- Real-time bidding (RTB)
- Real-time Optimization
- Recency capping
- Remarketing
- Remnant inventory
- Reporting
- Request
- Retargeting
- Retargeting Window
- Return on investment (ROI)
- Revenue Share
- Rich Media Ads
- Roadblock
- ROI (Return on Investment)
- Rotating Creative
- Run on exchange (ROE)
- Run on network (RON)
- Run on site (ROS)
- Sales Funnel
- Search Advertising
- Search Engine Optimization (SEO) software
- Second Party Data
- Second Screen
- Second-party data
- Second-price auction
- Secure Signal Transmission
- Segment
- Segment pixel
- Sell-Side Platform (SSP)
- Seller-defined Audience
- Seller-Defined Audiences (SDA)
- Seller-Defined Context
- Semantic targeting
- Server-to-server bidding
- Session Stitching
- Shopper marketing
- Short-form video
- Site fraud
- SKAN (SKAdNetwork)
- Skin Creative
- Smart TV
- Social Media Advertising
- Social Media management software (SMMS)
- Soft-floor price
- Streaming device
- Subscription video on demand (SVOD)
- Supply Chain Fraud
- Supply Chain Transparency
- Supply Path Optimization (SPO)
- Supply Side Platform (SSP)
- Supply-side Header Bidding
- Synthetic Audiences
- Tag container
- Tag Injection
- Tag Management System (TMS)
- Tag stuffing
- Targeting
- Taxonomy
- Tech Tax
- Technology providers
- Third-party cookie
- Third-party data
- Time Decay Attribution
- Time on Site
- Timestamp
- Topics API
- Total Addressable Market (TAM)
- Tracking Pixel
- Trading Desk
- Traffic Quality
- Transparency
- Trustworthy Inventory
- VAST (Video Ad Serving Template)
- vCPM (Viewable Cost Per Mille)
- Vendor
- Video Ad Completion Rate
- Video Advertising
- Video Completion Rate (VCR)
- Video Multiple Ad Playlist (VMAP)
- Video on Demand (VOD)
- Video Player Ad Interface Definition (VPAID)
- Video quartiles
- View-through conversion
- View-through Rate (VTR)
- Viewability
- Viewability Rate
- Virtual Private Network (VPN)
- VPAID (Video Player Ad Interface Definition)