Glossary

A marketplace where data providers offer datasets (like user behavior or demographics) to advertisers and publishers for targeting purposes.

A centralized platform used for collecting, organizing, and activating large volumes of data from various sources.

When an advertiser moves data from one platform to another.

Custom parameters defined in private marketplace deals or programmatic direct agreements, including price floors, targeting criteria, and creative specifications.

A unique identifier used to facilitate private programmatic deals between buyers and sellers, specifying the terms of the agreement.

An entity that consolidates advertising demand from multiple sources to provide publishers with increased revenue opportunities.

Services provided by platforms to help publishers attract and manage demand from advertisers effectively.

Software that allows advertisers to purchase digital advertising inventory from multiple sources through a single interface.

A strategy used to deliver messages to specific segments based on shared characteristics to deliver relevant content.

A unique identifier assigned to a mobile device, used for tracking and targeting purposes in advertising.

Technology that personalizes ad content in real-time based on data about the viewer to improve engagement.

Automated adjustment of minimum bid prices based on historical performance, market conditions, or user value.