DecenterAds Glossary

Navigate the complexities of The ABCs of AdTech effortlessly with our detailed Glossary, meticulously crafted to decipher the cryptic language of online advertising technology (AdTech), ensuring clarity and understanding for all

A
Term
Definiton
Ad blocker is software that prevents ads from being displayed to a user on websites.
Ad checkers / traffic checkers / Ad scanners / traffic scanners are tools or software systems used to monitor, analyze, and verify online advertisements or website traffic.
Ad description is a description for user display. Supports keyword insertion. Max length: 150 characters.
Ad exchange is an automated programmatic marketplace facilitating real-time buying and selling of online advertising inventory through auctions.
Ad extension address is the address linked to the ad extension, specifically applicable to call extensions.
Ad Extension ID is the unique identifier assigned to the ad extension.
Ad extension impressions mean impressions generated by ad extensions.
Ad extension spend is expenditure attributed to the ad extension.
Ad format means the structure and layout of an advertisement, including elements like text, images, videos, and interactive features.
Ad ID is the unique identifier for the ad.
Ad network is a technology platform that acts as a broker between publishers and advertisers.
Ad server is a technological platform that decides which ads to display on a website, serves them, and collects and reports data such as impressions and clicks.
Ad space denotes the area occupied by an ad within the ad slot.
Ad Status is the current state of the ad unit.
Ad tag is a code inserted into an ad slot to display an ad.
Ad verification refers to the processes enabling advertisers to ensure their ads are displayed in the correct context, on appropriate websites, in the right areas of a website, and seen by the intended audiences.
AdOps is a company's ad operations department responsible for setting up, monitoring, and optimizing advertising campaigns.
Ads.txt is an automated programmatic marketplace facilitating real-time buying and selling of online advertising inventory through auctions.
AdTech means technologies and processes for managing, delivering, targeting, and measuring digital advertising.
AdTech platform is software utilized to automate online advertising purchasing, selling, and measurement.
Advertiser is someone who performs ads across multiple platforms, such as websites, apps, TV, radio, podcasts, etc.
Advertiser ID is the unique identifier for the account linked to the ad group.
Advertising inventory refers to a publisher's total advertising space available for sale.
API (Application Programming Interface) is instructions to access specific features and data from other systems, such as software, applications, and tools.
Application Delivery Management (ADM) is a technology that optimizes and manages advertising content and app delivery across digital channels.
Artificial Intelligence (AI) involves the creation of machines that mimic human intelligence, enabling them to think, learn, and adapt in ways similar to human cognitive processes.
Attribution is a method to associate a particular advertisement with a conversion or acquisition.
Audience ID means IDs linked to specific audience types, which include General interests, custom audiences, and custom segments.
Audio Advertising entails delivering advertisements in audio format via online streaming platforms, such as podcasts or music streaming apps. Notable channels for audio ads include Amazon Music and Apple Music, where advertisers can reach listeners with tailored audio messages during their audio consumption.
AVOD (Advertising-Supported Video On Demand) is a video content delivery model that provides users free video content, with revenue primarily generated from advertising placements.
B
Term
Definiton
Badv is a BidRequest object indicating a block list of advertisers by their domains.
Banner Ad is an image or media-rich advertisement displayed to website users.
Bcat is a BidRequest object that denotes the blocking of advertiser categories.
Bid is the maximum amount the advertiser will pay for a click (CPC) or 1000 impressions (CPM).
Bid Floor is the minimum price set by the publisher or ad exchange for an ad impression.
Bid request is a request sent from a supply-side platform (SSP) or ad exchange to a bidder, which is part of a DSP.
Bid response  is the advertiser's or their demand-side platform's reply to a bid request for an ad impression.
Bidder is a component of a Demand-Side Platform (DSP), analyzes bid requests, and places bids in Real-Time Bidding (RTB).
Bidding strategy is the approach used to determine how the DSP's bidder should place bids in an RTB auction.
Blacklist is a list of publishers or websites that an advertiser chooses not to buy ad space on.
Budget is the amount of funds specified at the campaign level.
Burl is a billing notification URL triggered by the exchange when a winning bid becomes billable according to exchange-specific business policies (e.g., typically delivered, viewed, etc.).
Buyer ID is a unique identifier assigned to a buyer.
C
Term
Definiton
Campaign is one or more ad groups with the same budget, schedule, and targeting criteria.
Campaign budget is the allocated amount of money for a campaign specified in the currency of the account.
Campaign ID is the unique identifier associated with the ad group's campaign.
Click-through rate (CTR) is the percentage of users who click on an advertisement out of the total number of users who view the ad.
Conversion is the ratio of impressions to the number of bidded searches.
Conversion value refers to the actual revenue or value of the conversion event.
Cookie is a small piece of data stored in a user's web browser by websites they visit.
Cookie Syncing is the process of reconciling user identification information, typically stored in cookies, between different ad tech platforms or systems.
Cost per acquisition (CPA) is the total cost incurred by an advertiser for each desired action or conversion achieved through their advertising campaign.
Cost per click (CPC) is the amount an advertiser pays for each click on their online advertisement.
Cost per completed view (CPCV) is the cost incurred by an advertiser for each instance where a viewer completes watching an entire video advertisement.
Cost per install (CPI) is the amount an advertiser pays for each mobile app installation resulting from an advertisement campaign.
Cost per mille (CPM) is the cost incurred by an advertiser for every 1,000 impressions of their advertisement.
Cost per video view (CPVV) is the amount an advertiser pays for each instance a viewer watches a video advertisement.
CTV ad refers to an advertisement specifically designed and targeted for delivery on Connected TV platforms.
CTV stands for Connected TV, referring to internet-connected television sets or devices that enable streaming content from various online platforms.
D
Term
Definiton
Data is information gathered and processed in the ad tech ecosystem to aid targeted ad campaigns and optimize strategies.
Deal ID is a unique identifier in various programmatic deals, enabling a direct and personalized connection between a specific publisher and an advertiser or buyer.
Demand Path Optimization (DPO) is a strategic approach in digital advertising that focuses on optimizing the paths through which demand-side platforms (DSPs) and advertisers acquire inventory from supply-side platforms (SSPs) and publishers. The primary goal of DPO is to enhance efficiency, transparency, and effectiveness in the ad buying process.
Deterministic matching is the process of identifying the same user across different devices using a unique and persistent identifier, such as an email address.
Display advertising is image and text-based advertisements that users encounter across the internet on web pages, accessible through desktop and mobile browsers.
DMP (Data Management Platform) is a specialized platform aggregating and integrating first-party, second-party, and third-party data from multiple sources, making it actionable and usable for advertisers.
DOOH / Digital Out Of Home encompasses digital media displays found in public spaces, such as digital billboards and outdoor signage.
DSP (Demand Side Platform) is a technology platform advertisers and agencies use to programmatically buy advertising inventory across multiple ad exchanges, websites, and apps.
DSP targeting bridge is an instrument that eliminates the need for manual intervention. When a new campaign is created on the DSP, its targeting is automatically transferred to the ad exchange, expediting the process.
Dynamic creative is a type of advertisement where the content, design, and layout adapt based on data regarding the context of the web page and user behavior.
Dynamic pricing is the cost of an impression during real-time bidding (RTB) auctions, which can fluctuate based on available data about a specific user.
E
Term
Definiton
eCPM / Effective Cost per Mille is a key advertising metric that standardizes various pricing models, such as CPC (Cost Per Click) and CPA (Cost Per Action), into a single comparable measure.
Endpoint is a link on the receiving party's side where bid requests for all opportunities are delivered in JSON format, which the IAB has standardized.
Extensions are supplementary details that advertisers can incorporate into their online advertisements to offer users additional context and value.
F
Term
Definiton
Fill Rate is the percentage of a publisher's available inventory sold and displayed through advertisements.
First-party cookie is a type of cookie generated by the website domain visited by the user.
First-Price Auctions is an auction model where bidders pay exactly the amount they bid.
Fraud refers to deceptive or illegitimate activities within the digital advertising ecosystem aimed at generating artificial or fraudulent interactions with online ads.
Free Ad-Supported Streaming Television (FAST) is a free internet-based TV distribution model that offers live TV channels to users without charge. FAST provides an alternative to traditional TV by displaying targeted 15-30 second ads between programs, eliminating the need for users to pay for content.
Frequency cap is a restriction that limits how frequently a particular ad creative is shown to a user within a specific timeframe.
G
Term
Definiton
General Data-Protection Regulation (GDPR) is a comprehensive data protection and privacy regulation implemented by the European Union (EU) in May 2018.
General Invalid Traffic (GIVT) means fraudulent online advertising activities involving non-human actions that inflate ad metrics, leading to inaccurate data for advertisers and publishers.
Geographic targeting is audience targeting based on a user's location, defined by country, state, DMA, or other marketing area, including custom geographical areas.
GVPR is a graph stream editor similar to Awk. It manipulates input graphs, potentially altering their structure, generating new graphs, or outputting custom data.
GZIP is a file compression format and software application used for compression and decompression.
H
Term
Definiton
Header bidding is a process by which publishers gather bids from multiple demand sources simultaneously via SSPs and ad exchanges.
Holistic Attribution an attribution model that evaluates all the touchpoints in the customer journey, offering insights into the combined effect of various channels and campaigns, rather than isolating specific interactions. It helps advertisers understand the full impact of their programmatic efforts.
HTTP Request Compression is a feature that can be integrated into web servers and web clients to enhance transfer speed and optimize bandwidth usage.
Human Verification a process used in programmatic advertising to verify that the audience engaging with the ad is composed of real human users, not bots or fraudulent traffic. This is often done through CAPTCHA or other anti-fraud measures.
Hybrids (Hybrid Programmatic) a blend of both direct sales and programmatic sales models. In this approach, publishers can sell inventory programmatically (via DSPs) or directly to advertisers, offering flexibility and maximizing revenue opportunities.
I
Term
Definiton
IAB (Internet Advertising Bureau) is an advertising organization that sets standards, conducts research, and offers legal support for online advertising.
ID request is a unique request ID generated by SSP for identification.
Imp (Impression) is one occurrence of an advertisement displayed on a webpage.
In-app refers to advertisements that are displayed within a mobile application.
In-stream video refers to video advertisements integrated into digital content, such as online videos, streaming services, or social media feeds, where they are played before, during, or after the content.
Invalid Traffic (IVT) means any activity or behavior that produces fraudulent or illegitimate impressions, clicks, or interactions with digital advertisements.
Inventory refers to all the available ad space on a website.
J
Term
Definiton
JSON formatter is a text-based data exchange format based on JavaScript.
K
Term
Definiton
Keywords are the specific terms and phrases that your target audience types into search engines like Google when looking for information.
L
Term
Definiton
Location means the location type of the user.
Location ID means geographic locations to target.
Lurl (lost notes URL) is a notification that the auction has been lost for some reason.
M
Term
Definiton
Macros are algorithms that track URLs or ad tags to gather and transmit dynamic information about ad impressions, clicks, or conversions.
MarTech is digital marketing technology encompassing the tools and methodologies for creating, overseeing, and evaluating all digital marketing endeavors.
Media buying refers to the process of purchasing advertising space or time from publishers or media outlets to display advertisements.
MidRoll refers to video advertisements that play during the middle of the original content's playback. Similar to Pre Roll and Post Roll ads, MidRoll ads are categorized as in-stream video advertisements.
MRAID (mobile rich media ad interface definitions) is a formal API for showcasing rich-media ads within mobile applications.
N
Term
Definiton
Native ads are advertisements designed to seamlessly blend into the surrounding content, appearing contextually and personally relevant to the user.
NURL is a win notice URL called by the exchange upon a bid win, but it doesn't confirm ad delivery, view, or billing.
O
Term
Definiton
Open Exchange / Open Ad Exchange / Open Marketplace is a digital marketplace where buyers and sellers of ad inventory converge.
oRTB is an open-source protocol developed by a consortium of demand-side and supply-side platforms endorsed by the IAB.
OTT is a device or service for streaming digital content to a TV or similar device.
OTT advertising refers to advertising delivered through over-the-top (OTT) platforms, which are services that provide video content over the Internet.
Out-stream video refers to video advertisements that are displayed outside of traditional video content, such as within articles, social media feeds, or other non-video environments.
P
Term
Definiton
Personally identifiable information (PII) refers to data that, either independently or when combined with other information, can identify an individual in real life.
Pixel is a small piece of JavaScript code or a 1x1 image added to web pages, usually located in the footer.
PMP (Private marketplace) is an invite-only variation of the real-time bidding (RTB) model.
Pop-up ad is an advertisement that appears in a separate window or overlay on top of the current web page being viewed by the user.
Post Roll refers to video advertisements that appear immediately after the primary video content has concluded.
Pre Roll refers to video advertisements that are shown immediately before the main video content, typically lasting 15, 30, or 60 seconds.
Premium inventory refers to a publisher's most coveted ad space, such as inventory on the homepage and highly visited pages.
Programmatic refers to the buying and selling of online media through automated systems.
Programmatic direct is a one-to-one media-buying process akin to traditional methods, where a publisher's sales team negotiates deals with advertisers directly, often in person.
Programmatic guaranteed is a form of programmatic direct agreement where advertisers are assured access to a specific volume of ad inventory from a publisher.
Publisher is any individual or entity that owns a website or app and provides advertising space to advertisers.
Publisher ID refers to a unique identifier assigned to a publisher within the context of online advertising platforms or systems.
Q
Term
Definiton
Queries per second (QPS) refers to the number of queries or requests processed by a system or service within a second.
R
Term
Definiton
Remnant inventory refers to unsold advertising space that remains after a publisher's direct or premium campaigns.
Reseller ID is a specific identifier used in our reseller business to locate particular advertisers.
Retargeting is a technique to show users ads for products and services they have previously viewed or interacted with.
Return on investment (ROI) is a measure of the profitability of an investment relative to its cost.
Revenue model refers to the mechanism employed to execute an ad placement.
RevShare is the amount a buyer agrees to pay a seller based on generated revenue and pricing type.
ROAS (Return on ad spend) is calculated by dividing the conversion value by ad spending.
RTB (Real-time bidding) is the process of buying and selling digital ad space through instant auctions that occur in the time it takes a webpage to load.
Rule ID refers to the identifier associated with a specific conversion rule.
S
Term
Definiton
Second-Price Auction is an auction type where the bidder pays a price equal to the second-highest bid plus $0.01 rather than their highest bid.
Self-serve SSP is a platform that allows publishers to manage and optimize their ad inventory independently without relying on external assistance or support.
Seller ID is a unique code assigned to a specific seller or publisher within the digital advertising ecosystem.
Sellers.json file is a public document that helps buyers identify direct sellers and intermediaries involved in digital advertising transactions, enhancing transparency and reducing bid request sizes by providing offline lookups of seller information.
SKAdNetwork is an advertising attribution framework launched by Apple for iOS devices.
Soft-floor price is a pricing strategy implemented to capture bids slightly below the hard-floor price in an auction.
Sophisticated Invalid Traffic (SIVT) refers to a type of fraudulent or unauthorized activity in the digital advertising industry.
Spend refers to the amount of money spent on advertising campaigns or activities within a specific period.
SSP (Supply Side Platform) is an ad tech platform used to automate the sale of a publisher's ad space, often through Real-time Bidding auctions.
Supply Path Optimization (SPO) an algorithm for evaluating, analyzing, and optimizing the purchase of digital advertising from the point of view of the supply chain. The algorithm analyzes partners-suppliers of advertising inventory (both direct and intermediaries), their sequence, quantity, and quality.
SVOD (Subscription Video on Demand) is a video content delivery model that charges users a monthly or annual subscription fee for access.
T
Term
Definiton
Tag container is a component added to a website that encompasses various tags, such as ad tags and analytics tags.
Tag-management system (TMS) is software website owners use to oversee various tags, including analytics and advertising tags.
Taxonomy is a method of naming and organizing items into categories according to their shared characteristics.
The Identifier for Advertisers (IDFA) is a unique device identifier assigned by Apple to a user's iOS device. It is primarily used for advertising and tracking purposes.
Third-party cookie is data stored in a domain different from the currently visited website.
TVOD (Transactional Video on Demand) is a video content delivery model where users pay a one-time fee to access specific video content on demand, typically for a limited period.
U
Term
Definiton
User is the individual who browses the web and views advertisements.
User data means any information linked to an individual, including behavioral data and demographic data.
V
Term
Definiton
VAST (video ad-serving template) is an XML schema created by the IAB that facilitates serving in-stream video ads across various websites and devices.
Video 100% Complete representing the instances when the video was played to its total duration.
Video completion rate (VCR) indicates the proportion of times users watched the video to its conclusion out of the total number of impressions.
Video format refers to the specific structure or encoding used to store and display video content.
Video Replays means the number of times the video was replayed after reaching its completion.
Video Skipped denotes the count of times the video was skipped.
Video Views means the aggregate count of video views.
Viewability refers to the measurement of whether a user has seen an online ad.
VPAID (video player ad interface definition) is a code that facilitates interaction between video ad units and video players.
W
Term
Definiton
Waterfall refers to a method of selling ad inventory in which if the ad space is not sold at one price, it moves down to the next tier with a lower price until it is sold or no further tiers are available.
Whitelist refers to a list of approved websites, apps, or ad placements where advertisers are willing to display their ads.
Win rate refers to the percentage of auctions or bids won by an advertiser or demand-side platform out of the total number of auctions.
WLS (White Label Solution) refers to a product or service developed by one company and then rebranded and resold by another company under its brand and identity.
Y
Term
Definiton
Yield represents a publisher's revenue from its inventory and encompasses the ability to optimize revenue and efficiently utilize impressions.