Glossary

Associating buyer or publisher account identifiers between different platforms or systems, ensuring that each party’s inventory, data, and transactions are accurately aligned.

A digital marketplace where publishers and advertisers buy and sell advertising space, often through real-time auctions.

Deceptive practices that manipulate ad delivery and reporting to generate illegitimate revenue or drain advertising budgets.

An instance where an advertisement is displayed on a web page and has the potential to be seen by a user.

The total amount of advertising space that a publisher has available for sale on their digital platforms.

A company that connects advertisers to websites and apps that want to host advertisements, aggregating ad inventory for easier buying.

Controls and rules set by a platform or publisher to block or allow ads based on criteria like content category, creative attributes, advertiser domains, or brand safety standards.

A call from a user’s browser or app to an ad server or exchange to retrieve an ad for display. The request often includes information about the user’s device, location, page context, and targeting signals.

A technology that stores advertising content and delivers it to digital platforms, also tracking performance metrics.

Television advertising technology that allows advertisers to target specific households with customized ads based on demographic or behavioral data.

A company, group, or brand that buys ad space online to sell products or services to a target audience.

A unique identifier assigned to an advertiser or advertising campaign to track performance across platforms and devices.

A specialized team within an advertising agency that focuses on programmatic media buying and optimization.

A set of protocols and tools for building and integrating software applications. In programmatic advertising, APIs allow buyers, sellers, and partners to access platform features, retrieve data, or automate workflows.

Analyzing and assigning credit to different marketing channels and touchpoints that contribute to a consumer’s conversion.

The predefined period during which a user’s action (like a click or view) is considered attributable to a specific ad for conversion tracking.

A technique where publishers use third-party data to expand the reach of their audience segments beyond their own properties.

The division of a broad consumer market into subgroups based on shared characteristics like interests, behaviors, or demographics.

The practice of using data and technology to identify and reach specific groups of consumers who are most likely to be interested.