This is your go-to glossary for all your acronyms, buzzwords, and everyday lingo of AdTech to help you know what that word means that your boss said or in that article that you just have to read.
Ad Exchange: A digital marketplace that enables advertisers and publishers to buy and sell ad space through real-time auctions.
Ad Fraud: The practice of deliberately misrepresenting ad impressions, clicks, conversions, or other data to generate revenue.
Ad Impression: A metric indicating how many times an ad is fetched and potentially viewed by users. Each time an ad loads on a user's screen, it counts as one impression.
Ad Inventory: The total amount of ad space a publisher has available for sale.
Ad Network: A company that connects advertisers to websites that want to host advertisements. Ad networks aggregate ad space supply from publishers and match it with advertiser demand.
Ad Ops (Ad Operations): The processes and systems used to manage and deliver digital advertising campaigns.
Ad Quality: The measure of how well an ad meets standards for effectiveness, user engagement, and compliance with regulations.
Ad Server: A technology platform that stores, delivers, and tracks digital advertisements across websites and apps.
Ad Targeting: Techniques used to deliver ads to specific audiences based on demographics, behaviors, or other criteria.
Ad Tech: Short for advertising technology, it refers to the software and tools used to deliver, manage, and analyze digital advertising campaigns.
Ad Verification: The process of ensuring that ads appear on appropriate websites and are seen by real people, not bots.
Advertiser: A person or company that promotes products or services through advertisements.
AI (Artificial Intelligence): The simulation of human intelligence in machines programmed to think and learn like humans.
Algorithmic Buying: The use of automated systems and algorithms to purchase digital ad space in real-time.
Attribution Model: A framework for determining which touchpoints in the customer journey contribute to a conversion.
Behavioral Targeting: Delivering ads to users based on their previous online behavior, such as websites visited and searches conducted.
Bid Shading: A technique in programmatic advertising where buyers bid slightly above the second-highest bid to optimize costs in a first-price auction.
Brand Safety: Measures taken to ensure that ads do not appear in contexts that could harm a brand’s reputation.
CPE (Cost Per Engagement): A pricing model where advertisers pay each time a user engages with an ad, such as clicking, sharing, or commenting.
CPM (Cost Per Mille): A pricing model where advertisers pay per one thousand impressions of their ad.
CTV (Connected TV): A television that can connect to the internet to stream video content.
CTR (Click-Through Rate): The ratio of users who click on an ad to the number of total users who view the ad.
Cookie Syncing: The process of matching user identifiers between different ad tech platforms to enable more accurate tracking and targeting.
Creative Optimization: The process of improving ad creatives to increase their performance and effectiveness.
Data Management Platform (DMP): A centralized platform used to collect, integrate, and manage large sets of data from various sources.
Demand-Side Platform (DSP): A system that allows buyers of digital advertising inventory to manage multiple ad exchanges and data exchange accounts through one interface.
Dynamic Creative Optimization (DCO): Technology that creates personalized ads in real-time by combining individual ad components based on user data.
First-Party Data: Data collected directly from a company's own audience and customers.
GDPR (General Data Protection Regulation): A regulation in EU law on data protection and privacy in the European Union and the European Economic Area.
Header Bidding: An advanced programmatic technique in which publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers.
In-App Advertising: Advertisements displayed within a mobile app.
In-Stream Video Ads: Ads that play before, during, or after a video stream on the internet.
Lookalike Audiences: Audiences that resemble the advertiser’s existing customers or user base, often used to find new potential customers.
Machine Learning (ML): A subset of AI that involves training algorithms to learn from and make predictions or decisions based on data.
Malvertising: The use of online advertising to spread malware.
MRAID (Mobile Rich Media Ad Interface Definition): An API designed to work across different mobile environments to enable rich media ads in mobile apps.
Native Advertising: Ads that match the look, feel, and function of the media format in which they appear.
Omni-channel Marketing: A multi-channel sales approach that provides the customer with an integrated shopping experience.
OpenRTB (Real-Time Bidding): A protocol that standardizes communication between ad exchanges, demand-side platforms, and ad networks for real-time bidding.
OTT (Over-the-Top): Devices and services that deliver media content over the internet, bypassing traditional cable or satellite TV.
Personalization: Tailoring ads or content to individual users based on their preferences and behaviors.
Pixel Tracking: The use of small, invisible images to track user behavior on a website.
Programmatic Advertising: The automated buying and selling of online advertising.
Real-Time Bidding (RTB): The buying and selling of online ad impressions through real-time auctions.
Retargeting: Serving ads to users who have previously visited a website or interacted with a brand.
ROAS (Return on Ad Spend): A metric that measures the revenue generated for every dollar spent on advertising.
ROI (Return on Investment): A measure of the profitability of an investment, including ad campaigns.
SDK (Software Development Kit): A collection of tools and resources for developers to create applications for specific platforms.
Second-Party Data: Data exchanged directly between two companies, often involving one company's first-party data used by another.
SEM (Search Engine Marketing): The use of paid advertising to increase a website's visibility on search engine results pages.
SEO (Search Engine Optimization): Techniques to improve a website’s organic ranking on search engine results pages.
SSP (Supply-Side Platform): A platform that helps publishers manage and sell their ad inventory programmatically.
Target Audience: The specific group of people an advertisement is intended to reach.
Third-Party Cookies: Cookies set by a domain other than the one being visited, used for tracking and advertising.
Transparency: Clear and open information about ad processes and performance metrics.
UGC (User-Generated Content): Content created by users rather than brands, often found on social media.
Unique User: An individual counted once, no matter how many times they visit a site within a specific period.
User Experience (UX): The overall experience and satisfaction a person has when using a product or service.
VAST (Video Ad Serving Template): A standard for delivering video ads to ensure compatibility between ad servers and video players.
Viewability: The measure of whether an ad had the opportunity to be seen by a user.
View-Through Rate (VTR): The percentage of users who view an ad and later take a desired action.
Voice Search: Technology allowing users to search the internet using spoken voice commands.
White List: A list of approved websites or publishers for ad placements to ensure brand safety.
Walled Garden: A closed platform ecosystem where the operator controls access and data.
Yield Optimization: The process of maximizing revenue from ad inventory through strategic pricing and placement.
Adludio: To learn about Adludio contact us today
