A comparative test in which an audience is divided (usually in half) and two alternative solutions or features are tested on each subset. It is used to compare the performance of two solutions or features.
The top half of a page or portion of a website that is visible in a browser refers to the first half of a page before any scrolling occurs. This is generally considered premium ad space that a large number of users are likely to see.
The gain or increase in new visitors to a given website.
A business that manages advertisement design, creation, and development. Typically, Ad agencies will work with media agencies to strategically place advertisements where they are most likely to be seen by the targeted audience.
A service that facilitates the interaction between publishers, advertisers, and demand-side platforms, as well as conducting auctions among bidders per impression.
Specifications for advertising creative regarding what the ad will contain (text, audio, or graphical content), the size of the ad, and the device used to view the creative. The Interactive Advertising Bureau (IAB) has defined standard ad formats. There are also native formats custom to a site.
The amount and types of ad space a website can offer advertisers; It is typically defined by size, format, location, and available impressions.
Connects advertisers with publishers by matching the supply of ad inventory with the demand for ad placement.
An estimate of the number or percent of people who remember an advertisement within a given period of time after seeing it.
If you wonder how relevant ads appear on a page, the answer is an ad server takes care of this. Ad servers are an essential technology in digital advertising. They manage ad placement and delivery, enabling advertisers and publishers to enhance their ad strategies effectively.
Services such as YouTube or Hulu that offer their content for free or reduced subscription fees.
Any tool, software, or service that is used to help advertisers manage and analyze their digital ad campaigns.
The tool or platform that validates the execution of a campaign, ensuring that advertisements are displayed on the appropriate websites and reach the desired audience.
A brand, business, or group that purchases ad space online in order to sell products or services to a certain target audience.
A collection of endpoints and utilities that empower developers to construct tailored workflows and applications capable of interfacing with specific functionalities and data sets.
Marketing attribution involves the process through which marketers attribute credit for the effectiveness of their advertising campaigns. It assesses the various marketing touchpoints that a consumer interacts with on their journey to a desired outcome, such as making a purchase. The primary objective of attribution is to ascertain the channels and messages that had the most significant influence on the decision to perform the desired action, such as clicking on an ad or completing a conversion.
Referred to as an Audience Segment, it comprises a group of identifiers that possess similar attribute characteristics. Marketers leverage audiences as a strategy to engage with individuals who are more likely to yield positive outcomes for their business, allowing them to allocate their media budgets more effectively.
A unit of measure that includes the total number of people with an opportunity to view (aka traffic) and interact with a media’s unit’s spot length.
The total number of people or machines that receive ad messages.
The percentage of the target audience reached by a campaign.
An ad campaign that works with the goal of boosting brand visibility and recognition by educating potential customers about a brand.
A digital creative positioned on a digital property owned by a media entity, such as a publisher's webpage. Typically, a standard display banner is of a fixed size (e.g., 300x250 pixels) and commonly comprises a blend of images and text.
A starting price for an impression before applying the bid factors.
a Profile based on past behaviour, usually as recent as the last 30-90 days.
Audience segments categorized by their past behaviors, often focusing on recent online activities or offline purchases and visits. For instance, an automotive advertiser might target individuals who have visited an automotive review site within the past 30 days.
Online Behavioral Targeting (OBA) or Interest-based Advertising creates a profile based on a consumer's past behavior, such as their engagement with content (including ad clicks) related to a specific brand or the number of pages visited on a particular topic.
An offer made in an auction to pay per impression. Can also refer to the final price or number of offers from an advertiser.
involves automatically adjusting the bid amount that a marketer places on a specific impression based on various inputs that determine the value of that impression to the marketer.
List of websites where the advertiser does not want their ads t appear on.
Streaming services provided by traditional TV broadcasters.
DSPs,Agencies and advertisers and data management platforms that purchase ad space online.
Any method employed by advertisers to get consumers to respond promptly.
A strategy for acquiring ad inventory based on goals or Key Performance Indicators (KPIs) involving a predetermined budget allocated for a specific duration.
Inventories of keywords and phrases associated with the content of webpages and apps.
The platform through which advertisements are delivered, encompassing various formats such as video ads, display ads, mobile ads, audio ads, and others.
The point where a user interacts with an ad by clicking it.
Ad fraud involving a party using a bot to repeatedly click an ad in order to generate money for a publisher that is paid per click.
Targeting specific audience segments comprising users who have interacted with creatives by clicking on them
When a user clicks an ad and then goes through the defined conversion action, such as purchasing a product.
A metric calculated by dividing the number of clicks on an ad by the number of times the ad was displayed, indicating the frequency with which users who view an ad click on it.
The percentage of ads served in a given campaign that are viewed in their entirety.
An internet-connected television or device through which users can stream TV programming.
A platform designed to promote transparency and openness by assisting publishers in providing website visitors with information about opting in or out, allowing visitors to understand how and why their data is collected.
A method of delivering relevant ads by matching identified keywords with the content of a website or an app, where the ads can potentially be placed.
The defined (per campaign, for example) desired action a user takes after seeing a given ad.
The percentage of users who interact with an ad and successfully complete an action, calculated by dividing the total number of conversions by the number of visitors to a website or media channel.
A tiny file stored by websites on a web user's computer to store data related to the user's browsing history.
Describes data collection and audience-targeting methods that do not rely on third-party cookies.
A pricing model where an advertiser compensates a publisher based on the number of times users complete a specific action.
A pricing model in which an advertiser remunerates publishers based on the number of times users click on an ad.
The visual or audio advertisement displayed to users to attract attention, convey a message, or convert a visitor. Creatives may include text, images, video, audio, and animated elements.
The practice of displaying video advertisements on internet-enabled TVs while viewers are watching TV programs.
A pre-configured system that consolidates customer data from various sources and makes it accessible to other systems for marketing campaigns, customer service, and customer experience initiatives.
A data provider that offers third-party audience data without branding and charges based on a percentage of the total media cost of an ad campaign.
A platform that gathers, processes, and stores extensive audience data, including cookie IDs, first-party data, and third-party data. It manages large volumes of information in real time to enhance the targeting of online ads to specific audiences on a particular website.
A tactic that allows advertisers to schedule and exhibit ads during specific times of the day or days of the week to target audiences more efficiently.
An advertising platform that assists advertisers in purchasing ads through real-time bidding exchanges and managing multiple ad exchange accounts. This helps optimize bidding processes through a single interface.
A marketing strategy executed through online channels such as mobile devices, websites, streaming platforms, and other digital mediums.
An advertising medium consisting of outdoor advertising placements, such as digital billboards and signs, located in various locations.
A marketing approach aimed at eliciting an immediate response by prompting prospective customers to take a specific action.
A form of advertising where ads are placed in standard, reserved spaces on webpages, typically located at the top, middle, side, or bottom.
The automated redistribution of a campaign's predefined budget among various tactics.
A method of advertising that customizes ads by creating multiple versions based on audience, context, browsing data, ad engagement, or historical performance.
A technique that tailors advertising by generating multiple versions of an ad based on audience, context, browsing data, ad engagement, or historical performance.
A key performance indicator (KPI) chosen by the advertiser, calculated as (CTR/CR/COS) divided by impressions delivered, irrespective of the pricing model used for acquiring the impressions (CPM, CPC, CPA, CPL, CPCV, etc.). For instance, in a CPC charging model, eCPM would be calculated as (CPC x clicks / impressions) x 1000.
The number of times an advertisement must be seen by a viewer to achieve impactful and memorable communication objectives
Data owned and collected by a company on its website, managed by the company, brand, or advertiser. This includes user behaviors, actions, or interests displayed through websites, subscriptions, or social media, encompassing cross-platform data from mobile web or apps, as well as data from customer relationship management systems.
The bottom edge of a visible webpage. Above-the-fold ads are positioned to be visible without scrolling, while below-the-fold ads are visible only after scrolling down.
A TV streaming service model where the service or subscription is free of charge, with advertising funding the content.
The frequency refers to the number of times the audience is exposed to content, advertising, or a specific ad within a defined time frame. It typically represents the average exposure when combined with cumulative reach estimates. However, it can also be reported based on specific exposure levels when assessed in the context of discrete reach estimates using frequency distribution analyses.
The maximum number of times a specific ad will be displayed to a unique user within a set time frame.
A defined specific number of impressions to be targeted for a user.
A strategy that encompasses the entire customer journey, incorporating objectives for all stages of the purchase funnel: awareness, consideration, and conversion.
The EU GDPR standardizes data privacy laws across Europe, safeguarding the privacy of EU citizens. It applies to all companies that collect or process personal data on individuals in the EU, even if they are not established in the EU.
Invalid traffic that is typically identified via routine methods of filtration.
Targeting audiences based on their real-world location. Location attributes can range from specific attributes like mobile/GPS-enabled latitude/longitude data to broader attributes like DMA (Designated Market Area) or state/province. In technical specifications, targets may be simply referred to as "geo," "user," or "audience" without spelling out the full term.
A metric used to gauge the number of people in an advertiser's target audience who viewed an ad. GRP is calculated by multiplying reach (expressed as a percentage) by the average frequency, and then multiplying the result by 100.
The practice of inserting a line of code into the header of a webpage, allowing publishers to offer their ad inventory in multiple programmatic auctions simultaneously.
A system that assigns an anonymized identifier to each household and links all over-the-top (OTT) devices in the household to that identifier using smart TVs and streaming media players like Apple TV and Fire TV as anchors. These devices typically remain within the home.
An acronym for Hypertext Markup Language, the coding language used to create and display content on the World Wide Web.
The process of gathering and correlating identifiers across various devices and touchpoints to construct a unified, omnichannel perspective of individual customers. This enables marketers to provide personalized, contextually relevant messages across the customer journey.
Refers to a single individual seeing a single advertisement once. This is a mathematical principle applied in audience calculations. The Route IMPACT definition uses LIKELIHOOD TO SEE (LTS) rather than OPPORTUNITY TO SEE (OTS), with each adjusted for VISIBILITY.
A single ad that is displayed to a user. The ad does not require a click to be counted as an impression, only visibility. Measuring impressions helps track performance and enhances the effectiveness of a campaign.
A DOOH-specific metric that indicates the number of impressions delivered in a single ad play. Each impression represents one viewer. Since one bid request corresponds to one ad play, the multiplier indicates the number of impressions included per bid request.
The percentage of impressions in which an ad was deemed to be in view for a specified duration of time.
A key performance indicator (KPI) or campaign goal focused on maximizing the number of unique viewers beyond those already reached through linear TV or other channels.
A metric that measures conversions potentially influenced by ad exposure. It provides insights into customer actions triggered by ad exposure, particularly for customers who took longer to make purchase decisions or conversions.
Various touchpoints when a consumer views, clicks, visits a store, or engages in other activities related to the marketing and monetization efforts of our customers.
A tool that enhances behavioral audience targeting by offering pre-built audience categories, such as business and finance, computers and technology, education, and others. This allows AI to identify related segments most relevant to the audience based on lookalike modeling and include them in an audience.
An advertisement displayed to users while they are navigating between different pages or websites. These ads typically appear as full-screen overlays during a natural pause in the use of a website or application.
Traffic that does not originate from genuine human sources and includes fraudulent clicks or impressions that inflate the cost or earnings of online advertising efforts.
A metric that assesses the effectiveness of an advertising campaign by achieving performance and delivering results based on primary, secondary, and tertiary Key Performance Indicators (KPIs) that align with the campaign's overarching objectives.
Last-Click Attribution - An attribution model that assigns credit for a conversion to the last marketing touchpoint a user interacted with before completing the action. In campaigns involving multiple partners, this means that the partner responsible for the last impression or click before the user converts receives credit.
CLV is a metric used to measure the net profit contributed by a customer over their entire relationship with a company. Businesses strive to increase CLV through effective marketing strategies.
Traditional television viewing in which users watch a TV program as it airs on its original channel through cable or satellite.
Targeting audiences that share several attributes with a specific audience of interest. For instance, an advertiser might target "look-alikes" of previous purchasers, referring to individuals who share demographic or behavioral characteristics with past purchasers but have not yet made a purchase themselves.
Lookalike Modeling - A method that identifies a potential audience of new users by analyzing the known characteristics and behaviors of an existing user base. Advertisers can specify a particular group of users for comparison with the general population, allowing an algorithm to generate a secondary audience that statistically resembles the original group.
A conceptual model that outlines the journey a customer takes from awareness to action or conversion when purchasing goods or services. Different parts of the funnel have specific goals or Key Performance Indicators (KPIs).
Determined through eye-tracking experiments, it is the specified distance from which posters can be viewed. This distance can vary and is often influenced by the size of the frame.
The process advertisers undertake to select optimal media strategies to reach their target audiences, involving the best combination of media channels such as mobile, connected TV, etc., to achieve campaign objectives.
A term used by a Digital Out-of-Home (DOOH) network to describe the physical space where a DOOH ad unit is displayed. Typically, for digital place-based networks, a media unit refers to a single screen. However, in locations where multiple screens are combined to display content larger than one screen, the entire group of screens may be referred to as a single media unit.
a DOOH term referring to the period of time when a message is viewable.
Ads placed on the web and in-app on mobile devices.
Refers to television content delivered over the internet and viewed on a mobile device.
A subscription service offering multiple broadcast or satellite television channels, available either live or on demand.
Attribution models that allocate credit to multiple touchpoints (such as clicks) that lead to sales or conversions. Linear or time-decay models are common multi-touch attribution models, contrasting with last-click or first-click models, which credit a single touchpoint.
Advertising in which ads are designed to seamlessly blend in with the design, function, and tone of the page on which they are placed.
A method employed in market research to study the behavior of individuals in interior spaces such as airports. A selected group of people is observed as they navigate the space, and a factor indicating their likelihood to visit a specific location is determined.
Advertising that integrates all available channels (including mobile, display, native, video, audio, and TV) into a cohesive strategy. It ensures that ads are delivered seamlessly and consistently to consumers across various channels, devices, and platforms.
Describes a retail environment that sells products through both online and offline channels, aiming to create a consistent customer experience across all sales channels. Typical channels include online retailers, marketplaces, social channels, and brick-and-mortar stores.
A programmatic advertising marketplace that allows buyers to purchase publishers' inventory through real-time bidding technology. It is open to any user of a supply-side or demand-side platform to conduct media transactions on an impression-by-impression basis.
A fundamental measure of media exposure, OTS estimates gauge media content exposure (e.g., readership or TV viewing exposures), not advertising exposure. In out-of-home (OOH) advertising, the likelihood to see is often used, which may include eye-tracking data for a more accurate assessment of media exposure.
The process of evaluating which aspects of a campaign contribute to achieving the goal and then utilizing settings and features to allocate spending towards the best-performing aspects.
Video ads displayed independently from other video content. These ads load and play once a user has scrolled through a visible portion of the website's content, such as between paragraphs of a written article.
Data that can be used to identify a specific individual. Examples of PII include full name, phone number, email address, and home address.
Targeting that allows advertisers to bid solely on traffic that meets specific criteria. This can include blocking fraudulent traffic, bidding only on ads likely to be in view, or targeting pages related to relevant contextual categories.
Utilizing artificial intelligence to examine historical clearing prices and determine a lower, optimal bid for each impression served in a first-price auction without affecting the win rate.
A fixed-price arrangement between a single advertiser and a single publisher facilitated by a deal ID. This allows publishers to offer inventory to a chosen group of preferred buyers at a fixed price before making it available in an open auction.
Ad inventory that is deemed to be of superior quality and is therefore priced higher.
Connected TV (CTV) inventory sources that resemble the appearance and functionality of digital cable or satellite TV providers. CTV ads through premium distributors enable advertisers to utilize users' registration data for improved targeting of large, scalable audiences. Some premium distributors develop and own proprietary content.
Refers to the main area of advertising displayed on the screen. The primary ad unit is usually categorized as either full-screen or partial-screen
The aspect ratio of a Digital Out-of-Home (DOOH) ad unit, commonly described as either "landscape" or "portrait."
An auction that necessitates an invitation (via a deal ID) for access. It permits advertisers to bid on ad space in real-time with a select group of other advertisers who have been invited to bid on that publisher's ad space.
The automated process of buying and selling ad inventory using software. It assists advertisers in enhancing performance through data-driven decisions and saves time by centralizing the buying experience in a single platform. Here, advertisers can customize the target audience, channels, publishers, geographies, and more with just a few clicks.
Digital audio inventory that is available for programmatic purchase.
Targeting customers in real-time based on their current location using GPS and mobile network triangulation to determine a user's location and proximity to a reference point. This enables users entering a defined geographic area, such as a mall or a retail store, to receive push notifications on their smartphones.
Targeting audiences based on personality, interests, attitudes, or mindsets (e.g., financial optimists, environmentally-conscious consumers). This targeting is often derived from offline surveys and stated preferences.
A company, website, or entity that owns and offers digital content, generating revenue by selling ad inventory to agencies and advertisers.
The process by which media owners utilize their data and content to generate revenue through advertising.
Purchase intent is an indicator of the likelihood that a consumer will purchase a product or service.
A metric that signifies the number of requests a server receives per second. It gauges the traffic capacity of an ad server, ad exchange, demand-side platform, or supply-side platform.
The total number of unique users who are exposed to an ad. Reach can be a Key Performance Indicator (KPI) or goal for a campaign when aiming to maximize the percentage of a target audience exposed to an ad. Cost per mille (CPM) is typically lower since frequency capping determines how often a user should be targeted.
The process of buying and selling ad impressions in an ad exchange. In RTB, auctions are automated and take place within milliseconds. During this time, ad exchanges invite advertisers to bid on an impression through demand-side platforms, and the winning bid has its ad served.
The extent to which advertising messaging influences the consumer's perspective and/or drives purchase decisions or the desired brand impact.
A method of purchasing advertising space that utilizes data gathered from retailers, including loyalty shopper data and purchase history. Advertisers can use this data to target consumers.
An advertising buying technology developed by retail brands to monetize their consumer shopping data. It also allows them to sell advertising space on their digital channels, such as websites and apps.
Targeting ads at users who have previously interacted with a website or an app. This strategy is designed to re-engage users who have shown interest in a website or app, with the aim of retaining existing customers and converting potential new customers.
Customer retention is a marketing goal aimed at engaging current or previous customers, often by encouraging continued use of an organization's products or services.
The ratio of total revenue to total ad spend. This metric is used to measure campaign effectiveness, indicating how much revenue advertisers generate for each dollar spent on advertising based on how the marketer values different conversions.
The ratio of total revenue to total spend or money invested.
Describes advertisements that incorporate multimedia features such as embedded videos and interactive elements.
Data collected directly from a partner that owns it. It refers to a partner's first-party data that an advertiser gets permission to use. This is distinct from third-party data, which involves intermediaries that collect information from various sources and aggregate them for purchase from a data marketplace.
A type of auction where the winning bidder pays an amount equal to the second-highest bid plus one cent. For example, if the highest bid is $5.00 and the second-highest bid is $4.50, the winner pays $4.51 in a second-price auction.
When a client provides us with their first-party data, we use seeds to create lookalike audiences. This process helps expand reach to users with similar online behaviors as the seed audience.
A group of users targeted as an audience because they share a defining characteristic, such as gender, region, or an action they've taken online. It's also known as an "audience segment."
Describes companies in the advertising industry that sell ad space online. This includes publishers and supply-side platforms.
The amount of money a client spends on advertising efforts in our platform.
A DOOH term - Advertising displays that typically provide a public amenity, positioned at close proximity to pedestrians for eye-level viewing or at a curbside within view of vehicular traffic.
A monetization model where users pay a certain fee upfront to gain access to content.
A technology company that enables publishers to manage and automate the selling of their ad inventory, allowing them to generate the maximum revenue per ad impression.
User data collected by a single company on various platforms but not owned by that company. This data is sold to other companies, advertisers, or brands. It includes data on users who tend to frequent sites, and an advertiser might pay to use that data for a campaign.
Refers to the number or volume of visitors to a website or specific webpage.
An open-source ID framework that publishers, advertisers, and digital advertising platforms can use to establish the identity of a user across the open internet, while also offering users transparency and privacy controls.
When a person visits a site or app, the individual is counted once, regardless of how many times or pages the person visits, thus providing a better understanding of the number of people visiting.
A tracking tag containing JavaScript that manages multiple processes with just one pixel added to an entire website. Dynamic and capable of capturing every website visitor regardless of the page they're on, universal pixels also enable the segmentation of all website visitors based on the different pages they visit.
Content created and published by consumers rather than brands. This type of content is typically less regulated and can include reviews, social media posts, videos, and blog comments.
A token linked to a technical identifier, such as a cookie or device ID, specific to a particular browser or device.
An Interactive Advertising Bureau (IAB) standard that defines a common protocol for communication between ad servers and video players. VAST enables video players to display video ads from ad servers and allows ad servers to use a single ad response format across multiple publishers and video players.
The percentage of video ads that are played in their entirety, often used as a performance metric to measure viewer engagement.
An Interactive Advertising Bureau (IAB) standard that enables a video ad unit and a video player to communicate, allowing for interactive and trackable video ads. It allows ad servers to collect metrics like viewability, completion rate, and click-through rate.
A conversion that occurs when a user views an ad (without clicking on it) and later completes a desired action on the advertiser's site.
A metric that measures the likelihood that an ad has been seen by a user. Ad viewability is determined by factors such as the placement of the ad on a webpage and whether it is within the visible part of the screen without scrolling. Viewability is usually expressed as a percentage, calculated by dividing the number of viewed impressions by the total number of impressions served.
The cost for a thousand impressions that are actually viewable to users, calculated by dividing the total cost by the number of viewable impressions.
refers to when a consumer who has seen an advertisement visits the desired pages or stores to obtain more information.
Refers to an organization that keeps its technology, information, and user data to itself with no intention of sharing it. It is a closed ecosystem operated by people within the ecosystem, without involvement from outside organizations. This term is often used to describe companies like Google, Facebook, YouTube, and Instagram.
A shopping behavior where consumers research products online to decide which ones to buy, but then go to a physical store to make the actual purchase.
The count of impressions won through auctions.
A metric that measures the percentage of bids that result in a successful win of an ad impression. It is calculated by dividing the total number of impressions won by the total number of bids placed.
Refers to the amount of revenue generated from advertising efforts. It is a measure of the effectiveness and success of an advertising campaign, indicating how well the ads performed in terms of generating revenue.
A pricing strategy used to adjust the price of a product in response to market factors such as demand or competition. In programmatic advertising, yield management is used to optimize revenue by adjusting the cost of impressions based on the number of advertisers bidding for those impressions.
