Glossary

Delivering ads to users based on their past online activities, such as pages visited or searches conducted.

Data and insights that show the range and distribution of bids received for a publisher’s inventory.

The signal a supply-side platform sends to a demand-side platform that enables the latter to purchase ad inventory, as well as details about that impression.

An advertiser’s offer to purchase a specific ad impression, including how much they’re willing to pay and what ad they want to display

A list of websites or apps where an advertiser prohibits their ads from being displayed due to concerns like fraud or inappropriate content.

A way for advertisers to understand if their advertising results in awareness, consideration, or purchase of their product or service. This is done by comparing a control group (not exposed to the ad) and an exposed group (exposed to an ad) and measuring the difference between the two.

Measures and technologies used to ensure that advertising does not appear in contexts that could harm the advertiser’s reputation.

A designated account or identifier representing an advertiser or agency in an auction environment.