Glossary

A small piece of code placed on a website to track user behavior and gather data for analytics and ad targeting.

An invitation-only marketplace where premium publishers offer their ad inventory to a select group of advertisers under specific terms.

The automated buying and selling of online advertising space using software and algorithms, typically in real-time.

Automated buying and selling of outdoor digital advertising spaces, like digital billboards and screens, through programmatic platforms.

The automated purchasing of guaranteed ad inventory directly from publishers through a programmatic platform.

The application of programmatic advertising principles to television, allowing for automated and data-driven ad buying on TV platforms.

A company, website, or entity that owns and provides digital content and makes money selling ad inventory to agencies and advertisers.

Rules and guidelines set by publishers to control the types of ads allowed on their inventory.