Designated Market Area. (Sometimes called demographic metropolitan area.) A geographic area originally defined as a group of counties that made up a cohesive television market. May also stand for the Direct Marketing Association; see DMA OBA Compliance
Many advertisers wish to show different ads to different customers; for example Prostarr Sportswear might wish to show a woman’s polo to a woman and a man’s polo to a man. Dynamic creatives can refer to having a few different creatives and choosing the most appropriate one for the user through some automated means such as audience segmentation, or creating new creatives on the fly based on products the user has browsed in the past or some other components. An advertiser might also wish to serve dynamic creatives that change based on frequency and recency or other non-user-based criteria.
The purchase price for an ad impression is determined via a real-time auction rather than a predetermined rate.
Impression: The act of displaying of a creative on a webpage. The same creative served two separate times would count as two impressions.
In-banner video creatives are played in standard banner placements rather than in video players. serves these creatives with the JW Player for Flash to enable playing in the banner placements. Any banner placement may accommodate an in-banner video creative, if allowed by the publisher.
In-stream video creatives are played in video players on web pages. They use VAST XML to ensure proper rendering in players and are shown before, in the middle of, or after other video content.
In general terms, an insertion order is an agreement between an advertiser and another company (agency, publisher, ad network, etc.) to display some kind of advertising. In other words, it’s a purchase order. At an insertion order serves as an optional umbrella to line items.
Also called a virtual machine, virtual operating system, or virtual server, an instance is an individual guest operating system that runs on top of a virtualization layer on top of a physical server. Instances are the building blocks of cloud computing.
Interactive Advertising Bureau. An online ad industry association focused on the growth of the interactive advertising marketplace. “The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising.” Read more at the IAB’s website.
The page to which a user is directed after clicking on an ad. If a user clicks on a Cheese of the Month ad, they may be directed to cheeseofthemonth.com, or to cheeseofthemonth.com/signupnow or some other landing page chosen by the advertiser. This can be slightly different than a Click URL.
A type of attribution model that pays out on the last impression that was clicked on by the user.
A type of attribution model that pays out on the last impression that was seen by the user.
The percent increase in performance (measured in ROI, CPC, CPA, etc.) that can be attributed to advertising (or some other marketing endeavor).
At line items represent the relationship between ad network and advertiser. Line items then contain campaigns.
The quality of an asset which allows it to be bought and sold without affecting its value in a negative or extreme way.
Ad inventory with relatively low number of users (e.g. most blogs) or less desirable users (very young, minimal disposable income, etc.). The longtail can be difficult to monetize.
An amount of time taken into account when collecting data to be used for attributing conversions, a bid optimization model, or anything else. Common lookback windows are a day, 14 days, 30 days, etc.
A publisher that is managed by an ad network, SSP, or other supply-side aggregator.
Generally a large advertiser that manages at least some of its own digital
advertising. Also called a direct marketer.
A business entity with which has a financial relationship. Types of members include inventory owners and sellers, networks, and direct marketers. From a technology perspective, all objects in the platform such as creatives and tags are attached to members.
Metadata is data about data. At , you’re most likely to use metadata for inventory and creatives; for example a creative will be tagged with metadata such as its brand, the file size, etc.
Network Advertising Initiative. An online advertising industry association focused on consumer education about online behavioral advertising (OBA). Read more at the NAI website.
In order to compare bids to each other and to the reserve price and the Estimated Clear Price all bidder or fees are taken out of an initial bid. This recalculated bid is the net bid.
Either refers generally to an Ad Network, or specifically to a member on the platform that buys and sells on behalf of advertisers and publishers.
For nonexclusive inventory can’t be certain where we are in the ad call chain. We may be first or the ad call may have already passed through another platform as part of a daisy chain.
At each bidder is notified of an auction’s result whether or not they were the winner. This notification is sent to a bidder-specified “notify URL” when the auction
has completed and the impression has been served.
Online Behavioral Advertising. Advertising to people surfing the Internet based on their past browsing behaviors. See also DMA OBA Compliance.
This has many shades of meaning, but in general refers to finding slices of inventory that provide a positive ROI for your campaigns. In the Console you can optimize to a Cost per Click (CPC) or Cost per Acquisition (CPA).
Owned and Operated Publisher:
A publisher that you own and therefore receive 100% of the profit. This is opposed to a managed publisher: a publisher that you do not own, but that you have a financial relationship with.
PHP Session ID:
A PHP session allows you to store user information on a server for later use. However, session information is temporary and will be deleted after the user has left a website. Sessions work by creating a unique ID (UID) for each visitor and storing variables based on this UID. The UID is either stored in a cookie or is propagated in the URL.
This usually refers to a piggybacked pixel. When pixel A has pixel B piggybacked on to it, then the firing of pixel A causes the firing of pixel B. This second firing can either be via a redirect (when the Impression Bus gets pinged with a pixel A call, it returns a 302 redirect causing the browser to fire pixel B) or a server-side firing. This is may be used for tracking conversions in a secondary system, etc.
An ad that displays in a secondary browser window in front of (Popup) or behind (Popunder) the initial browser window.
An ad that displays in a secondary browser window directly behind the initial browser window.
An ad that displays in a secondary browser window directly in front of the initial browser window. See also Popunder.
Profit per 1000 (“mille”) impressions.
Premium First Chair:
This means the Console is competing for inventory alongside direct media buys rather than after direct buys have already been allotted by the publisher.
The term “premium” can be used in different ways, but it most commonly refers to publisher inventory that is sold through direct channels in advance. I.e. guaranteed inventory. Often premium inventory is from a site’s home page, or has some other elevated level of desirability. See also Remnant Inventory.
A portmanteau word of premium + remnant. “Remnant,” or non-guaranteed inventory has an unnecessarily negative connotation, when this inventory might be first-rate.
A price range, usually based around average CPM, that is assigned to inventory. Price buckets are necessary under certain scenarios when an bid needs to be properly interpreted in third-party exchanges. To determine the appropriate price buckets, you will need to know the range of CPMs you get on an average impression. You will then create 20–30 price ranges based around the average CPMs.
A kind of tag that allows sellers to check the valuation before sending the ad call on to a third-party adserver.
Buying through automated means; for example by setting up a campaign in an RTB exchange or other automated system. This is opposed to more manual buys where you are in contact with a sales team, or other “offline” mechanism.
Public service announcement. A creative that is served by when managed inventory is not purchased through a campaign and no default creative is available. PSAs are only available for specific sizes; in the absence of a PSA and a default creative, a blank is served.
Source of Ad Inventory. This can either refer to a general site publisher, like nytimes.com, or a network-managed entity on the platform.
The logic networks use to route and price managed publisher inventory.
A way to pass data to a web application as part of a URL. The query string
comes after a “?” in the URL; for example www.mysite.com/photos?query_string=17
The number of unique users who can be reached by online advertising. You might broaden your reach by targeting new inventory, or evaluate the reach inherent in some set of user data such as “male clothes shoppers.”
In real-time advertising, an auction happens when a publisher ad tag is loaded from a webpage. Advertisers compete for that particular impression based on their individual valuation of the user’s worth at that time on that site from that IP address. These valuations are submitted at the time of the auction, rather then far in advance of the auction.
Bidding on inventory in real time. A real-time bid is often dynamically generated based on past performance of creatives, inventory, user groups, and other parameters. Note that real-time bidding may differ from real-time buying, which can mean allocating inventory in real-time through prioritization rather than a monetary bid. Real-time bidding also implies multiple bidding systems or exchanges making calls to each other in real time.
Inventory auctioned off in real time, as a webpage is loading. See also Real-Time Bidding.
A way to space out the showing of an ad over time. For example “don’t show an ad to a user more than once every 20 minutes.”
Marketing to someone who has performed an action in the past, who may therefore be more likely to perform the same or a similar task in the future. For example, the advertiser Prostarr Sportswear might wish to put a segment pixel on their website and then target users who have visited their website in the past because they are more likely to make a purchase.
A segment pixel that fires when a user visits your site or performs some desired action. You can later target those users as likely (or unlikely) to sign-up, buy, click, or otherwise convert.
Remnant First Chair:
An inventory designation. The publisher has taken care of any directly negotiated media buys and opened access to the remnant inventory to the Console (and possibly other bidders). We are in the first round of bidding after direct media buys are allotted.
Remnant inventory is sold after “premium” inventoryhas been pre-sold by a direct salesforce. Remnant is sometimes synonymous with real-time inventory, and is often the target of programmatic buying. Because remnant has an unnecessarily negative connotation, other terms that have been experimented with are “premnant” (premium + remnant} or “secondary premium.” Also sometimes called “tier 2” or “class 2.”
Data for both buyers and sellers such as much money spent, impressions seen, impressions sold, and revenue earned.
Request is sent by the Impression Bus and received by a bidder. Conversely, a response is sent by a bidder and received by the Impression Bus. The generic use of “request” can refer to any attempt by one’s browser to retrieve a page, including page elements such as ads, from a server on the Internet.
Communication from a bidder to the Impression Bus. See also Request.
Representational State Transfer. A type of API protocol that operates on POST, GET, PUT, and DELETE commands.
Rich media refers generally to media that has non-standard characteristics such as: Larger than ~40k, out-of-banner (OOB) behavior, features like “post to facebook,” plays video within a banner, or in-creative metrics collection.
A set of interactive rich media creative types defined by the IAB. They include Billboard, Filmstrip, Slider, Portrait, Pushdown, and Sidekick. See examples at the IAB website. There is also a set of Mobile Rising Star ad units, which include Filmstrip, Pull, Adhesion Banner, Full Page Flex, and Slider.
Return on Investment.
Run of exchange. All inventory available for purchase on an ad exchange.
Run of network. All inventory managed by a network.
Run of site. All inventory available on a certain website.
Revenue per 1000 (“mille”) impressions.
Sometimes a single ad tag is set to send one of several different creatives. The platform allows creatives that rotate between different images, but not that rotate brand, offer, or advertiser.
An Console campaign will have a scope of either “real-time” or “direct”. Real-time campaigns may target inventory that is exposed for RTB by other members or by our inventory supply partners. Direct campaigns may only target publisher inventory within your network or direct media buy inventory.
Second Price Auction:
An auction type in which the bidder who submitted the highest bid pays a price equal to the second highest bid. Also known as a Vickrey auction.
Members of a target audience identified based on the webpages they visit, the actions they take such as making a purchase, and data such as gender, location, or wealth.
A pixel that marks a user as belonging to a certain Segment. For example Prostarr Sportswear might place a segment pixel on all pages of the men’s footwear section of its website which marks an visitor to those pages as “interested in men’s footwear.”
In theory semantic targeting means figuring out what the content on a webpage is really about and being able to place ads based on that content. For example if a website says “sunny weather,” is it about great beach vacations, or is it about skin cancer, and do you want to advertise flights to Florida on it or not? However, the term is often used by different people to mean slightly different things, and is often used to be synonymous with Contextual Targeting.
Components of the APIs. Includes the Creative Service, Member Service, and Reporting Service.
How many ads a user has seen per session, as recorded through .
Supply is inventory, or ad slots on webpages available for ad serving.
works with several supply partners such as Google’s AdX, Pubmatic, Admeld, and others to provide real-time inventory to the platform. Real-time supply is also provided by networks who are members of the platform.
Supply Side Platform: Analogous to a Demand Side Platform, an SSP enables publishers to access demand from a variety of networks, exchanges, and platforms via one interface.
Many advertisers and their media buyers use a number of tags for tracking impressions, clicks, conversions, and other data. Some use tag containers to manage these disparate pixel tags and make it easier to change them via a single source. When a page loads, the tag container code displays the code for all tags stored within the container.
Choosing to serve adds to a particular segment as well as when, where, and how often to serve ads.
Third-party entities who may assist members by providing bidders or other technology within the platform.
Cookies with a different domain than the website a user is currently on. For example, if you visit www.mysite.com, an cookie with the domain ib. .com would be a third-party cookie. See also First-party Cookies.
The date and time that something occurred. For the timestamp format is YYYY-MM-DD HH:MM:SS.
A tag created and assigned by . TinyTags are placed on publisher pages or into third party advertising systems to enable inventory to flow through the Impression Bus. These tags may include reserve pricing with a default creative as well as additional descriptive information about the inventory and/or user.
Generally refers to buy-side platforms, most commonly within or working for advertising agencies. Also known as agency trading desks or ATDs.
When you are counting page views, ad views or a variety of other web metrics, you may wish to separate out individual people vs. multiple actions taken by the same person. Uniques are the number of individual people being counted.
Unique User ID:
This is a generic term used outside of , but every user that sees is given a unique user ID that is stored both in the user’s browser cookie and in the Cookie Store.This ID is not associated in any way with personally identifiable information (PII).
Universal Advertiser ID:
Every advertiser using is assigned a universal advertising ID. Publishers can specify in a tag which advertisers to allow on their pages.
Universal Inventory ID:
Every major brand-quality website is assigned a universal inventory ID so that bidders can refer to it in the same way. Some large websites may be divided into multiple IDs. Every tag that a member places on a publisher’s page will include a universal inventory ID, which will monitor for compliance.
This usually refers to a browser application. For example, Mozilla 5.0 is a specific user agent.
Information about user, either behavioral or demographic. Please note that user data is generally associated with a UUID rather than any personally identifiable information. User data is distinct from contextual data. Often used interchangeably with segment data and audience data.
User Data Store:A place where data is stored on a user. In general parlance, this could refer to a user’s browser cookie, but in all user data other than user ID is stored server-side in the Cookie Store.
User Generated Content:
Content on a website that was posted by users, not the publisher. For example Myspace or Facebook profiles. Different publishers have varying levels of control over user generated content.
User Sync Pixel:
syncs user IDs with many of its supply partners in order to ID a user during an auction and apply frequency and receny and other decisioning data. This is done with user sync pixels. See also User ID Mapping.
Video Ad Serving Template. This is an XML-based video ad serving protocol. It was created to provide a uniform way for video content to be transferred from ad servers to video players on web pages. For details, see the Interactive Advertising Bureau’s VAST documentation at http://www.iab.net/guidelines/508676/digitalvideo/vast.
Video Player Ad-Serving Interface Definition. VAST supports relatively simple in-stream video ad formats that are not executable. VPAID was created to support more interactive rich media video formats. For more information, see the Interactive Advertising Bureau’s VPAID documentation at http://www.iab.net/guidelines/508676/digitalvideo/vsuite/vpaid.
A vendor is generally a company with a specific product or service such as creating or delivering rich media, maintaining a CDN, or providing third-party data.
Broadly this refers to selling the right things to the right customer at the right time for the right price to maximize revenue. In advertising it generally refers to maximizing the revenue of publishers and their impressions using tools.