Glossary

Technologies and processes used for managing, delivering, targeting, and measuring digital advertising.

Software used to automate the buying, selling, and measurement of online advertising.

A person or company interested in displaying ads to consumers.

A set of instructions used to access specific features and data from other systems (e.g., software, applications, and tools).

A list of user profiles consisting of individual internet users grouped together based on shared similarities.

The ratio of the number of people who click on an ad to the number of people who see it.

The percentage of clicks that resulted in a conversion.

A small text file saved by a browser and stored on a user’s device, containing information about the user.

A pricing model in digital advertising where advertisers pay each time a user clicks on their ad.

A digital advertising pricing model where advertisers pay for every 1,000 impressions (views) of their ad.

A tool for automating the purchase of ad impressions in real time.

The percentage of ads served out of the total number of ad requests sent from an app or website

A type of auction where the highest bidder wins and pays the price they bid.

An ad management platform by Google.

The instance when an ad is displayed on a user's screen.

An advertising business organization.

A term that refers to all available ad space on a site. Sometimes, inventory and ad space are used interchangeably.

The page on which a user lands or is directed to after clicking an ad.

Tools, software, and technologies used by marketers to plan, execute, and analyze marketing campaigns

A dynamic process where ad spaces are bought and sold through real-time bidding.

An open-source protocol developed in conjunction with a consortium of demand- and supply-side platforms, adopted by the Internet Advertising Bureau.

A high-quality ad space provided by trusted publishers.

The buying and selling of online media via automated systems (AdTech platforms).

Any company or individual that has a website or app and offers ad space to advertisers.

The number of people who could potentially see an ad.

A method of buying and selling digital advertising space through real-time auctions.

An auction process in which the highest bid wins, but the winner pays only one cent more than the second-highest bid.

Advertising-technology platforms used to sell a publisher’s ad space in an automated fashion, typically via Real-Time Bidding (RTB) auctions.

The process publishers employ to sell their video ad inventories to multiple demand partners and ad networks.

A process used by publishers to sell all remnant inventory.