Adtech Terms Glossary: Adtech Terms in 2024
A
A/B Testing
A/B Testing, also known as split testing, is a method of comparing two different versions of an ad or web page to determine which one performs better in terms of user engagement or conversion.
Above The Fold
Above the fold refers to the portion of a webpage that is visible without scrolling.
Ad Blocker
An Ad Blocker is a software tool that prevents ads from being displayed on web pages or in mobile apps, often used by users to improve their browsing experience.
Ad Blocking
Ad blocking refers to the use of software or browser extensions to prevent the display of ads.
Ad Exchange
An Ad Exchange is a digital marketplace where publishers can sell their ad inventory and advertisers can buy ad space.
Ad Fraud
Ad Fraud refers to any fraudulent or deceptive activity in the digital advertising ecosystem, such as invalid clicks or impressions generated by bots.
Ad Fraud Detection
Ad Fraud Detection refers to the use of technology and algorithms to identify and prevent fraudulent activities in digital advertising, such as bot traffic or click fraud.
Ad Impression
An ad impression is a single instance of an ad being displayed to a user.
Ad Impressions
An ad impression is a single instance of an ad being displayed on a web page or in a mobile app.
Ad Latency
Ad latency refers to the time it takes for an ad to load and be displayed on a webpage or app.
Ad Network
An ad network is a company that connects advertisers to publishers, enabling publishers to monetize their ad inventory.
Ad Server
An Ad Server is a technology platform that stores, manages, and delivers digital ads to websites, mobile apps, and other digital platforms.
Ad Tag
An ad tag is a snippet of code that is placed on a website or in a mobile app to display ads from an ad server.
Ad Verification
Ad Verification is the process of ensuring that digital ads are properly displayed, delivered, and measured according to industry standards and guidelines.
Ad Viewability
Ad viewability is the measurement of how likely an ad is to be seen by a user.
Adtech
Adtech, short for advertising technology, refers to the technology and tools used for managing and optimizing digital advertising campaigns.
Api
Application Programming Interface (API) is a set of rules and protocols that allows different software applications to communicate and interact with each other.
App Store Optimization
App Store Optimization (ASO) is the process of optimizing mobile apps to achieve higher visibility and rankings in the app store search results.
Attribution
Attribution is the process of determining the impact and contribution of different marketing channels or touchpoints to a desired conversion or action.
Attribution Modeling
Attribution modeling is the process of determining the most effective marketing channels and touchpoints that lead to conversions.
Audience Segmentation
Audience Segmentation is the process of categorizing a target audience into distinct groups based on their demographics, behaviors, and interests.
B
Banner Ad
A banner ad is a graphical ad displayed on a website or mobile app, typically in the form of a rectangular or square-shaped image.
Behavioral Targeting
Behavioral Targeting is the practice of delivering targeted ads to users based on their browsing behavior and online activities.
Below The Fold
Below the fold refers to the portion of a webpage that is only visible after scrolling.
Bid
A bid is the amount an advertiser is willing to pay for a specific ad impression.
Blockchain In Adtech
Blockchain technology is being explored in the adtech industry to address issues of transparency, fraud prevention, and trust in digital advertising transactions.
Brand Safety
Brand safety refers to measures taken to ensure that ads are served in appropriate and non-harmful environments.
C
Click-Through Rate (Ctr)
Click-through rate (CTR) is the percentage of users who click on an ad after seeing it.
Cmp
Consent Management Platform (CMP) is a tool or platform that helps website owners and publishers collect, manage, and document user consent for data processing and ad targeting purposes.
Contextual Targeting
Contextual Targeting is the practice of delivering targeted ads to users based on the content and context of the web page or app they are currently viewing.
Conversion
A conversion occurs when a user takes a desired action after clicking on an ad, such as making a purchase or filling out a form.
Conversion Rate
Conversion Rate is a measurement that calculates the percentage of ad clicks that result in a desired action, such as a purchase or a form submission.
Conversion Tracking
Conversion tracking is the process of tracking user conversions or desired actions.
Cookie
A cookie is a small text file stored on a user's device that contains data related to their web browsing behavior, preferences, and login information. In adtech, cookies are often used for targeting and personalization.
Cost Per Acquisition (Cpa)
Cost per acquisition (CPA) is the cost incurred for each conversion or acquisition.
Cost Per Action
Cost Per Action (CPA) is an advertising pricing model where advertisers pay based on a specific action taken by a user, such as a purchase or form submission.
Cost Per Click
Cost Per Click (CPC) is an advertising pricing model where advertisers pay for each click on their ads.
Cost Per Click (Cpc)
Cost per click (CPC) is the cost incurred for each click on an ad.
Cost Per Mille
Cost Per Mille (CPM) is an advertising pricing model where advertisers pay for every thousand ad impressions served.
Cost Per Mille (Cpm)
Cost per mille (CPM) is the cost of 1,000 ad impressions.
Cpa
Cost Per Acquisition (CPA) is a pricing model used in digital advertising where advertisers pay for each successful acquisition, such as a sale or a lead.
Cpc
Cost Per Click (CPC) is a pricing model used in digital advertising where advertisers pay for each click on their ad.
Cpm
Cost Per Mille (CPM) is a pricing model used in digital advertising where advertisers pay for every thousand ad impressions.
Creative
In the context of digital advertising, a Creative refers to the visual and interactive elements, such as images, videos, or interactive features, that make up an ad.
Creative Optimization
Creative optimization is the process of testing and improving ad creative to maximize performance.
Crm
Customer Relationship Management (CRM) is a system or strategy used by companies to manage and analyze customer interactions and data throughout the customer lifecycle.
Cro
Conversion Rate Optimization (CRO) is the process of improving the performance of a website or landing page to increase the percentage of visitors who convert into desired actions.
Cross-Device Targeting
Cross-device targeting is a targeting technique that delivers ads to users across multiple devices, such as smartphones, tablets, and computers.
Ctr
Click-Through Rate (CTR) is a measurement that calculates the percentage of ad impressions that result in clicks on the ad.
D
Data Management Platform
A Data Management Platform (DMP) is a software tool that collects, organizes, and analyzes data from multiple sources to support targeted advertising campaigns.
Data Management Platform (Dmp)
A data management platform (DMP) is a technology platform that collects and manages audience and campaign data for targeted advertising.
Data Privacy
Data privacy refers to the protection and proper handling of personal data, ensuring that user information is not misused or shared without consent.
Demand-Side Platform (Dsp)
A demand-side platform (DSP) is a technology platform that allows advertisers to programmatically buy ad inventory.
Device Targeting
Device targeting is a targeting method that delivers ads based on the type of device a user is using.
Dsp
A Demand-Side Platform (DSP) is a software tool that allows advertisers to programmatically buy ad inventory from multiple ad exchanges.
Dynamic Creative Optimization
Dynamic Creative Optimization (DCO) is a technology and strategy that allows advertisers to dynamically create and deliver personalized ads based on user data and real-time conditions.
Dynamic Creative Optimization (Dco)
Dynamic creative optimization (DCO) is a technique that enables the customization and personalization of ad creative in real-time.
E
Engagement Rate
Engagement rate is a measure of how users interact with an ad or content.
F
First-Party Data
First-Party Data refers to data collected directly from users or customers by a company, typically through their own website or app.
First-Price Auction
A first-price auction is an auction model where the highest bidder pays the exact amount they bid.
Fraud Detection
Fraud detection in adtech involves identifying and preventing fraudulent activities, such as invalid traffic or fake clicks.
Frequency Cap
A Frequency Cap is a restriction placed on the number of times a specific ad is shown to an individual user within a given time period.
Frequency Capping
Frequency capping is a method used to limit the number of times a specific ad is shown to a user within a given time period.
G
Gdpr
The General Data Protection Regulation (GDPR) is a regulation in the European Union that aims to protect the privacy and data of individuals.
Geo-Targeting
Geo-Targeting is the practice of delivering targeted ads to users based on their geographic location, such as country, city, or ZIP code.
Geotargeting
Geotargeting is a targeting technique that delivers ads to users based on their geographic location.
H
Header Bidding
Header Bidding is an advanced programmatic advertising technique where multiple ad exchanges are simultaneously called to auction ad inventory before making ad server calls.
Header Bidding Wrapper
A Header Bidding Wrapper is a tool or software that helps publishers manage and integrate multiple header bidding partners into their ad stack.
Header Tag
A Header Tag, also known as a wrapper tag or header bidding tag, is a piece of code placed in the header of a web page to facilitate the integration of header bidding.
I
Iab
The Interactive Advertising Bureau (IAB) is an industry organization that develops and promotes standards, best practices, and research for the digital advertising industry.
Impression
An impression refers to a single view or display of an ad on a web page or mobile app.
In-App Advertising
In-App Advertising refers to advertising that is displayed within a mobile application, typically in the form of banners, interstitials, or rewarded videos.
In-Stream Ads
In-Stream Ads are video ads that are played before, during, or after video content on digital platforms, such as streaming services or social media.
K
Keyword Targeting
Keyword targeting is a targeting technique that delivers ads based on specific keywords or search terms.
L
Landing Page
A landing page is a web page that a user is directed to after clicking on an ad, designed to encourage a specific action or conversion.
Lookalike Audience
A Lookalike Audience is a targeted audience segment that shares similar characteristics and behaviors with an existing audience, typically used for reaching new potential customers.
M
Mid-Roll
Mid-roll is a type of video ad that is played during the main content.
Mobile Advertising
Mobile Advertising refers to advertising that is specifically designed and delivered to mobile devices, such as smartphones or tablets.
Mraid
Mobile Rich Media Ad Interface Definitions (MRAID) is a set of technical specifications that standardize the behavior and capabilities of rich media ads within mobile apps.
Multi-Touch Attribution
Multi-Touch Attribution is an attribution model that assigns value and credit to multiple marketing touchpoints along a customer's journey, taking into account the influence of each touchpoint.
N
Native Advertising
Native Advertising refers to ads that are seamlessly integrated into the design and format of the surrounding content, providing a more natural and non-disruptive user experience.
O
Openrtb
OpenRTB is an open industry standard that defines a common framework for real-time bidding in programmatic advertising.
Optimization
Optimization in adtech involves adjusting ad campaigns and strategies to improve performance and achieve desired goals.
Ott Advertising
Over-The-Top (OTT) Advertising refers to advertising that is delivered through streaming media services and devices, bypassing traditional broadcast channels.
Out-Stream Ads
Out-Stream Ads are video ads that are displayed within non-video content, such as articles or social media feeds.
P
Personalization
Personalization in adtech refers to tailoring ads and content to individual users based on their preferences, behavior, or demographic information.
Podcast Advertising
Podcast Advertising refers to advertising that is delivered through podcasts, often in the form of pre-roll, mid-roll, or post-roll audio ads.
Post-Roll
Post-roll is a type of video ad that is played after the main content.
Pre-Roll
Pre-roll is a type of video ad that is played before the main content.
Programmatic Advertising
Programmatic advertising refers to the automated buying and selling of ad inventory in real time using data and algorithms.
Programmatic Direct
Programmatic direct is a method of buying and selling ad inventory directly between publishers and advertisers, without the need for an intermediary.
R
Real-Time Bidding (Rtb)
Real-time bidding (RTB) is an auction-based mechanism for buying and selling ad impressions in real-time.
Real-Time Reporting
Real-time reporting provides immediate and up-to-date information on the performance and metrics of ad campaigns.
Retargeting
Retargeting, also known as remarketing, is a digital advertising strategy that targets ads to users who have previously interacted with a website or app.
Rich Media
Rich Media refers to ad formats that use advanced features and interactive elements, such as videos, animations, or dynamic content, to engage users.
Rich Media Ad
A rich media ad is an interactive ad that includes advanced features like video, audio, or interactive elements.
Roi
Return on Investment (ROI) is a metric used to measure the profitability of an ad campaign by evaluating the revenue generated compared to the cost of the campaign.
Rtb
Real-Time Bidding (RTB) is a digital advertising method where ad impressions are bought and sold in real time through an instantaneous auction process.
Rtmp
Real-Time Messaging Protocol (RTMP) is a streaming protocol used for delivering audio, video, and data over the internet.
S
Sdk
Software Development Kit (SDK) is a set of software tools and libraries provided by a platform or service provider to assist developers in creating applications for that platform.
Second-Party Data
Second-Party Data refers to data collected by one company or organization and then shared with another company through a direct partnership or agreement.
Second-Price Auction
A second-price auction is an auction model where the highest bidder pays the amount of the second highest bidder.
Segmentation
Segmentation in adtech involves dividing an audience or market into distinct segments based on various criteria for targeted advertising.
Ssai
Server-Side Ad Insertion (SSAI) is a technique used in video advertising where ads are inserted into the video stream at the server level, providing a seamless viewing experience.
Ssp
A Supply-Side Platform (SSP) is a technology platform used by publishers to manage and sell their ad inventory to advertisers through ad exchanges.
Supply Path Optimization
Supply path optimization is the process of optimizing the path and relationships between advertisers, publishers, and ad exchanges to improve efficiency and reduce costs.
Supply-Side Platform (Ssp)
A supply-side platform (SSP) is a technology platform used by publishers to automate the selling of ad inventory.
T
Targeting
Targeting in adtech refers to selecting specific audiences or criteria to deliver ads to, maximizing relevancy and effectiveness.
Third-Party Data
Third-Party Data refers to data collected by one company or organization and then sold or shared with other companies for targeted advertising purposes.
U
Unified Auction
Unified auction is an advertising auction model that allows both programmatic and traditional direct demand to compete simultaneously for ad inventory.
Unique Visitor
A unique visitor is an individual user who visits a website or app within a specific time period, with repeated visits not counted as multiple visitors.
User Experience
User experience (UX) refers to the overall experience and satisfaction of a user when interacting with a website, app, or digital service.
V
Vast
Video Ad Serving Template (VAST) is a standard XML format that provides a common framework for serving video ads across different video players and platforms.
Video Ad
A video ad is an ad format that displays a video to the user, typically before, during, or after online video content.
Video Completion Rate
Video Completion Rate is a measurement that calculates the percentage of video ad views that are completed by users.
View-Through Attribution
View-Through Attribution is an attribution model that assigns value to ad views, even if there was no click, based on the assumption that the ad view contributed to a subsequent conversion.
Viewability
Viewability measures the percentage of ad impressions that are actually viewable by users, typically defined as at least 50% of the ad being in view for at least one second.
Viewability Rate
Viewability rate is the percentage of ad impressions that are considered viewable.
Vpaid
VPAID (Video Player-Ad Interface Definition) is a standard that allows video ads to interact with video players.
W
Web Analytics
Web analytics involves collecting and analyzing data about website traffic, user behavior, and performance to optimize websites and marketing campaigns.
Whitelisting
Whitelisting is the process of approving and allowing certain ads or advertisers to be displayed on a specific website or ad inventory.
Y
Yield Management
Yield management is the process of optimizing revenue from advertising by dynamically adjusting ad pricing and allocation based on supply and demand.
Z
Z-Index
Z-Index is a CSS property that determines the stacking order of elements on a webpage, often used for layering and positioning ads.