AdTech Glossary

A

• A/B Testing
• Above the fold (ATF)
• Account-Based Marketing
• Account Manager
• Acquisition
• Ad Agency
• Ad Audience
• Ad Blocker
• Ad Budget
• Ad Budget Optimization
• Ad Campaign
• Ad Campaign Optimization
• Ad Click
• Ad Delivery
• Ad Exchange
• Ad Formats
• Ad Impression
• Ad Injection
• Ad Inventory
• Ad Layout
• Ad Mediation
• Ad Markup
• Ad Metrics
• Ad Network
• Ad Opportunity
• Ad Ops
• Ad Placement
• Ad Relevance
• Ad Request
• Ad Rotation
• Ad Server
• Ad Spend
• Ad Tag
• Ad Tech
• Ad Tracking
• Ad View
• AdSense
• Adtech Platform
• Advertiser
• Advertiser Domain
• Agency Trading Desk (ADT)
• Affiliate Network
• Analytics Table Configuration
• Arbitrage
• Attribution
• Auction
• Auction Bid
• Audience Segmentation
• Audience Targeting
• Automatic Bidding
• Autopilot
• Awareness

B

• Banner Ad
• Banner Blindeness
• Behavioral Data
• Behavioral Targeting
• Below the fold (BTF)
• Bid
• Bid Caching
• Bid Depth
• Bid eCPM
• Bid Management
• Bid Price
• Bid Request
• Bid Shading
• Bidding Strategy
• Bidder
• Bid Modifiers
• Bid Responses
• Bidding Rules
• Bidstream Data
• Billable Impressions
• Billing Settings
• Blacklist
• Bot Traffic
• Brand Advertising
• Brand Safety
• Bundle ID
• Buyer Persona
• Buyer-Side Platform

C

• Call-to-Action (CTA)
• Campaign
• Capping
• Channel
• Check Time
• Churn Rate
• Clickbait
• Client-Side Header Bidding
• Click-Through Rate (CTR)
• Connected TV (CTV)
• Connector
• Consent Manager Platform (CMP)
• Cohort Audiences
• Contextual Targeting
• Conversion
• Conversion-Driven Campaign
• Conversion Rate
• Conversion Pixel
• Conversion Tracking
• Cookie
• Cost Per Acquisition (CPA)
• Cost Per Click (CPC)
• Cost Per Install (CPI)
• Cost Per Mille (CPM)
• Cost Per Order (CPO)
• Cost Per View (CPV)
• Creative
• Creative Library
• Creative Optimization
• Creative Tag
• Cross-Device Advertising
• Cross-Channel Advertising
• Customer Acquisition
• Customer Data Platform
• Customer Lifetime Value
• Customer Targeting

D

• Data Management Platform
• Demand-Side Platform
• Devices
• Default Markup
• Digital Advertising
• DOOH Ad (Digital Out-of-Home)
• Direct Deal
• Display Advertising
• Display Ad
• Display Network
• Dimension Filter
• DNS Settings
• Dynamic Creative
• Dynamic Creative Optimization (DSO)

E

• Effective CPM (eCPM)
• Experience Management
• Effective CPC (eCPC)
• Email Templates
• Endpoint
• Endpoint Labeling
• Estimated Amount of Impressions Per Day
• Event Tracking
• Exchange Bidding

F

• Fill Rate
• Filters
• First-Party Auction
• First-Party Cookie
• First-Party Data
• Floor CPM
• Floor Optimization
• Floor Price
• Foot Traffic Attribution
• Footer Bidding
• Frequency
• Frequency Capping

G

• Geotargeting
• Geofencing
• GeoEdge
• General Data Protection Regulation (GDPR)
• Guaranteed Deals
• Gross Estimated Spend

H

• HTML
• Hit
• Head to Head Test (H2H)
• Header Bidding
• Horizontal Advertising

I

• IAB Standard Ads
• IFA (Identifier for Advertisers)
• Impression
• In-App Monetization
• In-Banner Video Ad
• In-game Advertising
• In-Page Video Ad
• In-Stream Video Ad
• In-House Advertising
• Incrementality
• Interactions
• Interstitial
• Interscroller
• Invalid traffic (IVT)
• Inventory
• Inventory Management

J

• JavaScript Tag
• JSON (JavaScript Object Notation)

K

• Key Performance Indicator (KPI)

L

• Landing Page
• Lead Generation
• Leaderboard Ads
• Lifetime Value (CLV)
• Linear Ad
• Linear TV
• Location Targeting
• Lookalike Audience

M

• Macros
• Manual Bidding Strategy
• Marketing Funnel
• MarTech
• Media Agencies
• Media Buying
• Media Plan
• Mid-Roll
• Mobile Ads
• Mobile Advertising
• Mobile Game Ads
• Monetization
• MRAID (Mobile Rich Media Ad Interface Definitions)
• Multi-Size Ad Unit
• Multi-Touch Attribution
• Multichannel

N

• Native Advertising
• Network
• Non-Linear Ad

O

• Omnichannel
• Online Advertising
• Open Auction
• Open Exchange
• OpenRTB (Open Real-Time Bidding Protocol)
• Over-the-Top (OTT)
• OTT Advertising
• OTT Platform
• Out-Stream Video Ad
• Overlay Video Ad

P

• Pageview
• Pause Creative
• Performance Advertising
• Pixel
• Pop-Up
• Popunder
• Post-Roll
• Post-Click Sales
• Postback
• Postback URL
• Pre-Roll
• Predicted Click-Through Rate
• Predictive Bidding
• Preferred Deals
• Premium Ad Inventory
• Private Marketplace (PMP)
• Programmatic
• Programmatic Advertising
• Programmatic Direct
• Programmatic Guaranteed
• Publisher
• Push

Q

• Queries per second (QPS)

R

• Real Cost Per Mille (rCPM)
• Real-Time Bidding (RTB)
• Remnant Inventory
• Request Validator
• Retail Ads
• Retargeting
• Return on Advertising Spend (ROAS)
• Return on Investment (ROI)
• Revenue Share Model
• Rich Media
• Retention

S

• Second-Party Data
• Second-Price Auction
• Self-Serve Advertising
• Self-Serve Platform
• Smart Bidding
• Sponsored Content
• Static Ad
• Supply-Side Platform (SSP)
• SSP Endpoint

T

• Tag
• Targeting
• Target Audience
• Target CPM
• Third-Party Cookie
• Third-Party Data
• Text Ad
• Tracking Code
• Traffic
• Traffic Hub
• Traffic Source

U

• Unique Page Views
• Unique Visitor
• Unreserved Inventory
• User Acquisition
• User ID
• User Data
• User Permissions
• User Role
• User Segment

V

• VAST (Video Ad Serving Template)
• VAST Tag
• vCPM (Cost Per Mille Viewable Impressions)
• Video Ad
• Viewable Ad
• Viewability
• Viewable Impression
• Visits
• VMAP (Video Multiple Ad Playlist)
• VPAID (Video Player Ad Interface Definition)
• VTA (View-through Attribution)
• Video Quartiles

W

• Walled Garden
• Waterfall Method
• Webhooks
• White-Label
• Whitelist
• Win Rate

Y

• Yield
• Yield Management
• Yield Optimization

Z

• Zero-party data