A #
Accompanying Content: A category of video inventory that loads in-content in a hero position, but without audio enabled, and may float after being scrolled off-screen.
Above the fold (ATF): The top half of a page, or the portion of a website that is immediately visible on page load. A premium is typically placed on ad units that load ATF.
Ad exchange: An interface that connects publishers, advertisers and demand side platforms. Powers the auctions between bidders on your site.
Ad format: The dimensions (size) and type (display, video) of ads that are placed on your site.
Ad fraud: Falsifying metrics and aspects of ad serving for profit (click fraud, Made for Advertising sites)
Ad inventory: The volume and formats available on your website that advertisers can purchase.
Ad network: A company that connects advertisers with your (the publishers) site, and matches supply of ad inventory to demands for formats.
Ad Script: The core script (typically JavaScript) that serves as the brain of the auctions and ad placements on your site. Processes configuration, consent validation and bidding.
ads.txt: a text file path on your site introduced by the Interactive Advertising Bureau (IAB) which matches to your website and enables the transparent creation of publicly recorded authorized sellers for your inventory.
Advertiser: An entity that buys ad space through a variety of channels for advertising to a target audience.
Allowlist: A list of sites that an advertiser agrees to display ads on. Also usable for formats and allowing/blocking controls on the supply side.
API: Access points that enable developers to build out processes which access certain sets of data and features.
Attribution: Determining credit for a conversion through an ad – or recording when a desired user action takes place on an advertisement. Valuation is included on each step, and is used to understand what drives customers towards a conversion.
Auction: The only marketplace through which advertisers bid in real-time on your ad units.
Audio Advertising: Inserting advertisements into audio content.
Available Impressions: The total ad opportunities that are available for bidding. On our network, this is mostly referred to as “total impressions” – as it includes Filled and Unfilled impressions.
B #
Bid: The individual offer made per bidder in an auction, to pay for an impression.
Bidder: The list of providers (typically SSPs) that are bidding on the slot in question.
Bid Request: The signal sent from the publisher, to the supply side platform, and then to the demand side platform to allow the purchasing of inventory. Sends details about the impression being bid on, such as the format, size, device and more.
Bid Response: The signal the demand side platform returns to the supply side platform in response to the request. A price is typically included, sometimes with additional creative details.
Blocklist: The opposite of an allowlist – used by advertisers to delineate websites they do not want to purchase on, also used for blocking on the supply side.
Budget: The amount that a buyer has available to spend on ads for a given time period.
Buy side: The side of the advertising ecosystem that is involved in purchasing ad slots from publishers. Encompasses advertisers, advertising agencies, demand side platforms and data management platforms.
C #
Call to action (CTA): Techniques used by advertisers to encourage user interaction and response.
Campaign: Targeted strategy and goals for purchasing ad inventory. Driven by KPIs and covers a set budget for a period of time. Typically targeted to a niche of user audience and websites.
Category: Keywords and phrases that match content of websites.
Channel: The way in which ads are served. Can refer to the different formats, video, display, etc.
Click: User interaction with an ad via a mouse click or a tap.
Click ad fraud: A version of fraud where the perpetrator repeatedly clicks an ad to generate revenue on publishers who are paid per click. Typically implemented utilizing bots.
Completion rate: Percentage of ads that are viewed in their entirely. Is primarily important for driving value to video ads.
Consent Management Platform (CMP): A tool for transparency which enables publishers to present your visitors with information on data collection (the why and how) and also allow for opt-in and opt-out of that collection.
Content signals: Attributes and metadata used to forecast and target on ad inventory.
Contextual categories: Categories upon which a buyer can target on, to deliver relevant ads. Uses category taxonomy to match keywords to the content of your site.
Contextual Targeting: Utilizing cookies / keywords / third party data to match ads with the website, app and user, to increase relevancy.
Conversion: The desired action a user takes when interacting with an ad.
Conversion rate: Percentage of users that take the conversion action.
Cookie: A file stored by a website on a users computer, which records data about their browsing history.
Cost per Mille (CPM): The pricing model by which advertisers pay you, the publisher, on our network. Advertisers pay out for every thousand impressions served.
Creative: The advertisement that is rendered and showed to users. Can be video, audio, static, animated etc.
D #
Data Management Platform (DMP): The system that collects and processes user data such as cookie IDs and fist- and third-party data in order to better target advertisements to specific audiences.
Deal ID: A unique number assigned to each ad buy that allows buyers and sellers to identify each other and negotiate directly, bypassing the open auction.
Demand Side Platform (DSP): A programmatic ad platform that where marketers can purchase and manage ad inventories from multiple sources
Demographic data: Information about a person- this can include age range, gender, and other data.
Demographic targeting: Targeting of audiences based on demographic data- age range, gender, etc.
Display advertising: Advertising consisting of visual ads within reserved spaces on webpages
E #
eCPM: A measurement of how much revenue is generates per 1,000 served impressions. Calculated by dividing revenue by number of impressions, then multiplying by 1,000.
F #
First party data: Information that a company collects directly from its customers through its own channels, such as websites, apps, and surveys.
Floor price: The minimum price for a bid to be valid
Fold: The bottom of a viewable page. Ads above the fold will be viewable on page load, ads below the fold require the user to scroll.
Frequency Capping: A method to make sure users do not see the same ad too often.
Frequency Goal: The set number of impressions targeting a user.
G #
Geo: A geographical location, used to target or exclude advertisements.
Geotargeting: A targeting method that served ads based on geographical location.
H #
Hash: The outcome of an algorithm designed to anonymize data.
Hashed Email: A has that is the result of an email put through an algorithm to anonymize it.
Header Bidding: A programmatic advertising technique in which publishers put a line of code or a script into their webpage’s header that allows them to sell inventory in multiple auctions at the same time
I #
Image Pixel: A small, transparent tracking pixel embedded in an ad or webpage. This pixel is used to gather data on user behavior, such as ad impressions, clicks, and interactions.
Impression: A single ad that is served to a user.
Impressions per Pageview (IPPV): Average amount of impressions served on a single pageview.
In-Banner Video: A video ad displayed in the banner space of a webpage.
In-Stream: Ads shown inside video content either before the content (pre-roll), during the content, (mid-roll), or after the content (post-roll).
In-stream video ad: Video advertisement that loads in-content, above the fold, within a hero position. To be classified as in-stream it must play with audio on by default and have video content that is directly related to the content of the site.
Interstitial ad: An ad served between pages during navigation- usually a full screen overlay.
Invalid traffic: Traffic that doesn’t come from humans- invalid clicks, bots, etc.
Invalid click: Similar to invalid traffic, this is a bot driven ad interaction event used to spoof interaction and defraud advertisers.
M #
Mid-roll: An ad that plays during video content.
Mobile: Devices that users carry with them, generally phones or tablets.
N #
Native Ads: Ads designed to blend in with the content or deign of the page where they are placed.
O #
Open exchange: A marketplace where advertisers can bid in real time for available inventory from publishers.
Outstream: Video ads that exist without content, typically within float-only slider players.
P #
PID: “Placement ID”, a unique identifier assigned to a placement within a publisher’s inventory.
Pixel: A small piece of code embedded in a website or ad to track user behavior and interactions by loading an anonymous cookie.
Post-roll: An ad that plays after video content is finished.
Prebid: The industry standard for header bidding implementation. https://prebid.org/
Pre-roll: An ad that plays before video content.
Preferred Deal: A fixed-price deal between an advertiser and publisher. Allows publishers to sell ad inventory to preferred advertisers before inventory is sent to open auction,
Private Marketplace (PMP): An invitation-only auction where a publisher makes its inventory available to a select group of advertisers.
Programmatic Advertising: The automated buying and selling of ad space using software, leveraging demographic data to more easily target specific groups of consumers.
Programmatic Guaranteed (PG): A deal between advertisers and publishers where a fixed price for ad inventory is pre-negotiated.
Publisher: An individual or organization that owns and manages a website, app, or other digital platform where ad space is sold.
Q #
Queries per second (QPS): A measure of traffic that represents the number of requests a server is receiving or is capable of receiving per second.
R #
Reach: The total number of unique users to whom an ad displays.
Real-time bidding (RTB): The buying and selling of ad impressions in a real-time auction as a webpage loads..
Retargeting: Targeting users who previously visited a website or otherwise engaged with content.
Rich Media: Ads that include multimedia features such as clickable elements, embedded videos, etc.
Revenue per Mille (RPM): An estimate of earnings expected for every 1,000 of something. Most typically attributed to pageviews (as it is within the Nitro platform) or sessions.
Revenue per (1000) Sessions (RPS): An estimate of earnings expected per 1000 user sessions. Usually tends to scale linearly with RPM.
S #
Segment: A group of users targeted based on a shared characteristic.
Sell side: The entities and platforms that represent publishers and manage the sale of their ad inventory. This includes exchanges, supply-side platforms, and the publishers themselves.
Supply Path Optimization (SPO): The process advertisers use to streamline and optimize the paths through which they purchase digital ad inventory.
Spend: The amount of money that an advertiser allocates and uses for their advertising campaigns over a specific period.
Supply-side platform (SSP): A technology platform used by publishers to manage, sell, and optimize their available ad inventory in an automated manner.
T #
Third-party Data: Information collected by an entity that does not have a direct relationship with the user. It is generally collected through inference based on user behavior and known demographics.
Traffic: The number or volume of visitors to a website/webpage.
U #
User Generated Content: Content that end-users create- e.g. YouTube videos.
V #
Video Ad-Serving Template (VAST):
Video completion rate (VCR): The percentage of video ads that are played entirely.
Video player-ad interface definition (VPAID):
Video Ads: Advertising in the form of video.
Viewability: A metric used to determine whether placements are being viewed rather than simply loaded.
W #
Win rate: The percentage of successful impressions out of the total number of bids placed.
Y #
Yield Management: The strategic use of data and analytics to optimize the pricing and inventory of ad space to maximize revenue in response to changing market factors.
