If you bookmark one page this week, make it this advertising terms glossary and impress your managers and co-workers with your understanding of a DSP vs. an SSP vs. a DMP.
An Ad Completion event occurs when a video ad plays through to the end.
Ad Fraud is when a company knowingly serves ads that no one will actually see as a way to drive “views” and revenue. For example, a website can use bots to automatically refresh its pages in order to register a high number of page views and appear more attractive as an inventory source on ad exchanges.
A company that connects websites with advertising to sell, then aggregates that inventory for advertisers to buy, usually via programmatic exchanges.
A company whose technology relays an ad buy to a website and reports on how it performed.
Ad tech, short for advertising technology, refers commonly to all technologies, softwares and services used for delivering, controlling and targeting online ads.
An Agency Trading Desk is a team within an ad agency that executes online media buying as a managed service.
Audience Extension is a process used in advertising technology that attempts to expand the target audience size while ensuring relevancy and maximizing engagement. The extension process takes a known audience segment and catalogs various shared characteristics that can be used to target people who bear similarities and are therefore likely to become customers. Audience Extension techniques are also sometimes called "Lookalike Modeling".
Behavioral targeting is a technique used by advertisers and publishers to utilize a web user's previous web browsing behavior to customize the types of ads they receive. Behavioral targeting can generally be categorized as onsite behavioral targeting or network behavioral targeting, depending on whether the tracking is deployed on a single website or domain, or across a network of websites.


A software application that runs automated tasks – usually that are both simple and structurally repetitive – over the internet typically at a much higher rate than would be possible for a human alone.
The increase in effectiveness measurements (e.g., message recall) between respondents who did not view the ad and those who did.
Connected TV refers to any TV that can be connected to the Internet and access content beyond what is available via the normal offering from a cable provider. Read on for more details.
A form of targeted advertising for advertisements appearing on websites, mobile browsers or other ad supported devices. The advertisements themselves are selected and served by automated systems based on the identity of the user and the content displayed.
CPC Stands for Cost per Click. This is the price paid by an advertiser to a publisher for a single click on the ad that brings the consumer to its intended destination.
Cost per Completed View; the price paid by an advertiser to the publisher once a video has been viewed through completion.
With the CPE bidding strategy, impressions are free and advertisers only pay when users actively engage with ads (ie: click, watch, roll-over, etc.).
CPI, or Cost Per Install, is an advertising method that only charges advertisers each time their app is downloaded.
With the CPM bidding strategy, advertisers pay based on the number of impressions your ad receives.
A bidding method where you pay for each time your video is played.
Technology or media that applies across multiple formats and across multiple devices. This is different from "cross-device", which implies only multi-device application rather than multiple formats within devices.
CTR is a metric that measures the number of clicks your ad (s) receive per number of impressions.
Data Management Platform; a "data warehouse" used to house and manage cookie IDs and to generate audience segments, which are then used to target specific users with online ads.
Traditionally used for television buying; a block of time that divides the day into segments for purchase, scheduling and delivery (e.g., primetime).
A unique piece of code assigned to an automated ad buy, used to match buyers and sellers individually, based on a variety of criteria negotiated beforehand.
A form of online advertising where an advertiser‘s message is shown on a web page, generally set off in a box at the top or bottom or to one side of the content of the page.


Designated Market Area; as defined by Nielsen, DMAs divide the country into different regional markets by population centers (e.g., San Francisco Bay Area).
DOOH stands for Digital Out-Of-Home advertising. It refers to "out-of-home" advertising - that is, ads that are marketed to consumers when they are "on the go", such as in transit, in commercial locations, or in waiting areas.


Demand-Side Platform; software used to purchase advertising in an automated fashion, allowing advertisers to buy impressions across a range of publisher sites through ad exchanges. TubeMogul is a Demand-Side Platform.
DAI expands advanced advertising opportunities by allowing advertisers to target ads that can be swapped in and out of VOD content.
Effective Cost per Thousand; a metric for measuring advertising revenue generated across various marketing channels, calculated by dividing total earnings by the total number of impressions in thousands.
The ratio of ad requests that are successfully filled in relation to the total number of ad requests made, expressed in percentage.
Data directly collected by a brand – typically through e-commerce sites and company websites – about the actions their users take while on that site.
The number of times an ad is delivered to the same browser in a single session or time period.
Showing ads to people based on their mobile device’s location, ZIP code information they submit when registering a site/service or GPS coordinates collected by site/service.


Gross Rating Point; the standard currency that broadcast TV has used to plan, purchase and measure advertising campaigns since the 1950s. Defined as [reach x frequency] for a target demographic.
A way for separate companies to match their data sets without either side being able to access the other’s data.
An ad that appears within a piece of content. For example, a pre-roll ad attached to a YouTube video or a Promoted Tweet in a Twitter feed.
Actual placement of an advertisement – digital or otherwise – as recorded by the ad server.
Purchase order between a seller of advertising and a buyer (usually via an advertising agency).
Video ads containing rich media or interactive functionality running in-app on smartphones or tablets. Interstitial ads playing in-app expand to full screen unless viewer exits.
In-stream video ads that play before video content and feature interactive and rich media elements, such as overlays, video galleries, microsites and/or zip code locators.
A KPI (Key Performance Indicator) is a measurable value that demonstrates how effectively a company is achieving key business objectives.
Live television that is watched as scheduled; stands in contrast to pre-recorded or video on demand (VOD).
Additional ad impressions which are negotiated in order to make up for the shortfall of ads delivered versus the commitments agreed upon in the insertion order.
A measurement used to evaluate an ad’s effectiveness at driving a viewer’s ability to remember a brand or the message it intended to communicate. Typically measured using a control/exposed survey methodology.
Form of online video ad placement where the ad is played during a break in the middle of the content video.
Video ads with standard functionality, such as click throughs, running on smartphone or tablet devices. Can be in-stream or in-app.


The Media Rating Council, a body whose mission is to secure audience measurement that is valid, reliable, and effective.
An open digital advertising marketplace for aggregated inventory from multiple partners where buyers can bid either manually or programmatically to purchase impressions.
Refers to an individual giving a company permission to use data collected from or about the individual for a particular reason, such as to market the company's products and services.


Over-the-Top; refers to content accessed via the internet without the involvement of a television service provider. OTT includes Subscription Video-on-Demand (SVOD) services like Netflix, as well as free ad-supported services like Hulu.
The opportunity for an HTML document to appear on a browser window as a direct result of a user's interaction with a Web site.
Personally Identifiable Information; digital information that can be used, on its own or together with other information, to track back actions to a specific, known individual.
A piece of code provided by a company that wishes to track the end-user’s behavior and identification (cookie) on a website.
The streaming of a mobile advertising clip after a mobile TV/video clip. The mobile advert is usually 10-15 seconds.
A video advertisement that appears directly preceding an online video. Common formats include :15, :30 and :60 lengths.
The use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders.
An ad buy done directly between a publisher and advertiser through automated programmatic ad-buying systems.
A typical automated buy, similar to an open auction, in which relatively anyone can bid to buy ad space that is for sale.
Programmatic TV (PTV) is a technology that enables brands and agencies to buy TV ads programmatically - using software.
The buying and selling of online ad impressions through real-time auctions that happen within milliseconds.
Retargeting ads are a form of online targeting advertising and are served to people who have already visited your website or are a contact in your database (like a lead or customer).


Run-of-Network; the scheduling of Internet advertising whereby an ad network positions ads across the sites it represents at its own discretion.


Run-of-Site; the scheduling of Internet advertising whereby ads run across an entire site, often at a lower cost to the advertiser than the purchase of specific site sub-sections.
When a company makes its first-party data directly available to another company, which then uses it to sell ads.
The percentage of ad inventory sold as opposed to traded or bartered.
An electronic device that connects to a TV providing connectivity to the Internet, game consoles or cable systems.
An ad revenue model that focuses on weight or percentage among other advertisers; used to represent the relative portion of ad inventory available to a single advertiser within a defined market over a specified time period.
In-stream video ads that allow viewers to skip ahead to non-advertisement video content after playing for a few seconds.
A tall, thin online ad unit defined by the IAB as one of two sizes: 120x600 and 160x600.


Supply-Side Platform; software used to sell advertising in an automated fashion.
In-stream video ads that play before video content.
The intended audience for an ad, usually defined in terms of specific demographics (age, gender) and psychographics (interests, behaviors).
Independent outsourced companies that specialize in managing, maintaining, serving, tracking, and analyzing the results of online ad campaigns.
Information that an established data company collects indirectly or aggregates from others and then sells to ad buyers.
Sometimes called UDID; identifier assigned to a device or user that lasts until the device is reset or the account is deleted.
Video Ad Serving Template; a universal XML schema for serving ads to digital video players.
Viewable CPM; cost per thousand viewable ads served – a simple calculation for vCPM = CPM / viewability rate.
Viewability is a metric that addresses an ad's opportunity to be seen by a viewer.
When a video is viewable at the end of ad play.
As defined by the Media Ratings Council, a viewable video impression is one where 50% of a video player’s pixels are in view in an active browser tab for any two consecutive seconds.
Video Player Ad-Serving Interface Definition; allows a rich interactive user experience with in stream video ads.


View-Through Rate; measurement of how many people saw an ad and eventually visited the advertiser’s site.
The percentage of clicks vs. impressions on an ad within a specific page. Also called “ad click rate.”
Yield and Revenue Management is the process of understanding, anticipating and influencing advertiser and consumer behavior in order to maximize profits through better selling, pricing, packaging and inventory management while delivering value to advertisers and site users.