Ad Tech Glossary

A video ad type that allows viewers to skip an advertisement after a particular time has passed.

This is a non-skippable video ad format.

Advertising that sticks to the user’s screen even when they scroll the page. Sticky advertising can aid in optimizing viewability without compromising the user experience.

A supply-side platform is a piece of software that automates the selling of ad space. Digital publishers utilize them to sell display and video advertisements to get the most money for their impressions. SSPs assist publishers in connecting their inventory to ad exchanges, demand-side platforms, and ad networks.

A method of delivering the ad impressions to the appropriate audience based on specific parameters. Contextual targeting analyzes the content of the website to offer relevant adverts to the client, whereas behavioral targeting analyzes the user’s activity as the main analysis point.

The type of information that third parties collect and provide. Third-party cookies are gathered from a variety of sources, then consolidated and licensed for reuse. Third-party data providers gather information from various sources, including email messaging services, payment systems, third-party sites, data processing, and storage services for DMPs.

True CPM compares revenue to total impressions sent rather than just matched impressions, giving publishers a better idea of how much money they’re generating on their inventory. True CPM = Revenue/(total impressions/1000)

The total cost of acquiring a new user for your website, app, platform, or service. This word is used in strategic marketing planning to evaluate the budget, track changes, and optimize expenditures associated with growing the audience base.

An industry standard for interactive in-stream video ads defined by the Interactive Advertising Bureau (IAB).

Viewability is a metric that indicates how long the ad was on the user’s screen. It is used to analyze the effectiveness of ad impressions. According to the MRC standard, an ad is considered viewable if at least 50% of its pixels were in the visitor’s view for at least a second or two seconds in the case of video.

Web cookies or internet cookies are small pieces of user data (username, date of birth, password, etc.) that a website places on the user‘s device to store information.

A database that contains a list of websites that advertisers have approved. A whitelist indicates that it is safe to advertise on these websites because they have a good reputation and relevant content. Whitelists are useful for businesses who wish to protect their brand.

The metric that indicates whether or not the bid strategy is successful. Divide the total number of impressions gained by the total number of submitted impressions bid on to get the win rate. The DSP platform, the number of requests per second it can handle, and the pre-set auction filters will all influence the win rate.

The technique aims to help publishers increase the amount of ad revenue they are getting from their ad inventory. Many SSPs come with yield optimization features built-in. To begin yield optimization, you must first assess the existing data to identify the weak and strong points.