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Glossary
Unified Auction

Unified Auction

Unified Auction — A system that allows demand-side platforms (DSPs) and advertisers to bid on individual ad impressions in real-time. Unified Auctions use a second-price auction model, meaning the winning bidder pays 1 cent more than the second-highest bid.

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Other terms
Dynamic Ad Placement
Fingerprinting
Fraud Detection Pixel
Ad Podding
Dynamic Ad Insertion (DAI)
Attention Metrics
Ad Clutter
Fraud Prevention Tools
Brand Safety
Out-Stream Video Ads
In-Stream Video Ads
Customer Data Platform (CDP)
Ad Impression Multiplier
Data Management Platform (DMP)
Cookieless Targeting
Third-Party Data
First-Party Data
Attribution Modeling
Granular Reporting
Lookalike Audiences
Native Advertising
Cross-Device Tracking
Ad Blocker Detection
User Match Rate
Ad Fraud
Geo-Targeting
Viewability
Frequency Capping
Dynamic Creative Optimization (DCO)
Contextual Targeting
Ad Exchange
Application Programming Interface (API)
Advertiser
AdTech
AdTech Platform
Audience Segment
Waterfalling
Supply-Side Platform (SSP)
Reach
Premium Inventory
OpenRTB
Programmatic
Publisher
Second Price Auction
Real-Time Bidding
MarTech
Landing Page
Internet Advertising Bureau (IAB)
Impression
First-Price Auction Model
Fill Rate
Demand-Side Platform (DSP)
Cookie
Cost Per Click (CPC)
Cost Per Mille (CPM)
Click-Through Rate
Conversion Rate
Open Auction
Google Ad Manager
Inventory
Video Header Bidding