Digital Ad Technology Dictionary

  • CPC – Cost per ClickThis is a transaction format under which the advertisers only pay for the quantity of clicks on the advertisements.  The advertiser gets the benefit of many ads being displayed to users that promote their brand that they won’t have to pay for unless the ad is clicked on.
  • CPM – Cost per thousand :  This is a transaction format under which the advertisers pay a specific amount of money for 1000 individual advertising units also known as impressions.  Tip for quick math and understanding on impressions: on a $10 CPM, this means each individual ad impression is worth $0.01. 
  • CTR – Click-Thru Rate : Calculated by total clicks on advertisements divided by total impressions.
  • CTA : Call To Action : A prompt within the ad to the user which aims to direct them to take action of some kind.  This leads to more successful advertisements and help communicates to the user what will happen and where they might go upon clicking or interacting with the ad in some way.  Some examples might include: “shop now”, “sign up here”, “click for more information”. “explore the products”, etc.   When the user knows what to anticipate or expect upon interacting, the advertiser will see a higher conversion rate on their ad’s destination/landing page.  Without an accurate call to action the ads will see lower CTRs/Engagement rates as well as lower Conversion rates on landing pages.
  • Creative : The actual content of the advertisement.  The advertiser typically hires a creative agency to design and produce their creative for a particular campaign.  Creative is typically hosted in a advertising platform such as the most popular options Google DFA (now known as Doubleclick Campaign Manager or DCM), Sizmek, Celtra.  The creative is everything contained within the advertising space that the user sees, and can interact with.
  • DFA – Doubleclick For Advertisers : A product that allows advertisers to manage ad creatives for advertising programs and have centralized reporting.  It helps advertisers in easy exporting of creative tag documents which can get distributed to publishers who will schedule the DFA tags within their adserver.
  • DFP – Doubleclick For Publishers : The most common publisher adserver.  Owned by Google.   It is used for managing and scheduling advertising programs and delivering banner, video and native advertising formats to websites.
  • DMP – Data Management Platform :  Used to help in the targeting of advertising.  A DMP can used in both programmatic advertising transactions as well as traditional insertion order style advertising business fulfilled by ad operations teams.  These DMP systems can help to build and structure audiences and make targeting available.  Many DMPs also offer ability to purchase of 3rd party data.  Example of DMPs: Lotame, Krux.
  • DSP – Demand Side Platform : A system used by buyers in programmatic advertising.  The DSP helps automate the buying process for advertisers or their agencies.  The system can help in pre-programming targeting instructions, budgets and other important advertising campaign instructions.  Many DSPs will also have algorithms that optimize targeting options towards websites or audiences for the goal of reaching the advertisers key performance indicators (KPIs).
  • DV – Doubleverify
  • EBDA – Exchange Bidding with Dynamic Allocation : This is a program facilitated by Google that mediates SSP partners within Google’s DFP/ADX environment.  It eliminates the need for the publisher to host client side browser code on their website to facilitate multiple SSPs simultaneously bidding on individual impression.  Google handles the heavy lifting to get SSP partners integrated into the publishers DFP account and payments are processed through the publishers’ Google ADX account.  More information can be found here: Google Support Page
  • EDA – Enhanced Dynamic Allocation A feature within Google DFP which enables Google’s Doubleclick Ad Exchange to more effectively and aggressively compete against reservation, “standard” line item format, programs within DFP.
  • IAS – Integral Ad Science : Formerly known as Adsafe.  
  • Impression : The individual unit of advertising.  Each load of one advertising ad on a web site is considered an impression.  Unfortunately in digital advertising there are multiple parties counting the “impression” and discrepancies between each count.  Typically and historically the publisher has counted and impression upon the server side request being made to their adserver while the advertising has counted the impression upon the client side rendering of their advertising creative assets.
  • IVTInvalid Traffic : Traffic determined to be illegitimate.  A common cause for this would be robotic/non-human traffic.
  • KPI – Key Performance Indicator : In the advertising world referring to the advertiser or client’s definition of success on a campaign.  Examples may include sales driven on an eCommerce site due to the advertising campaign or the quantity of users who saw the advertisement.
  • NHT – Non Human TrafficTraffic generated by robots or computers.
  • OA – Open Auction : Synonymous with Public Auction.  Google’s Doubleclick Ad Exchange refers to Public Auction as Open Auction. A programmatic markeplace in which any buyer, under pre-approval by the advertising exchange or SSP, may have an ability to bid on inventory that the sellers offer to that advertising exchange or SSP.  The public auction empowers advertisers of any size to advertiser on websites around the world.  Advertiser can participate in the public auction with very small advertising budgets, sometimes spending budgets small as fractions of pennies on a specific web site or as large as millions of dollars.
  • PMP – Private Marketplace This is marketplace for programmatic transactions in which the publisher must first approve a buyers involvement in the marketplace.
  • PA – Public Auction : A programmatic markeplace in which any buyer, under pre-approval by the advertising exchange or SSP, may have an ability to bid on inventory that the sellers offer to that advertising exchange or SSP.  The public auction empowers advertisers of any size to advertiser on websites around the world.  Advertiser can participate in the public auction with very small advertising budgets, sometimes spending budgets small as fractions of pennies on a specific web site or as large as millions of dollars.
  • SSP – Supply Side Platform : Supply Side Platform.  A system used by sellers in programmatic advertising.  The system allows DSPs to bid on advertisements which the sell offers to the SSP.  A publisher or owner of digital advertising inventory manages a unique instance of the SSP which runs only on the websites of which that publisher manages.  In the SSP instance for those sites, the publisher determines rules such as floor prices, advertiser block lists, which ad inventory space on the site they manage is allowed to be sold, and inputs those settings into the SSP.  Depending on the level of sophistication of the SSP partner the user interface may not be entirely self service for the publisher and will require help from a technical team at the ad technology company who owns the SSP. The SSP can help the publisher increasing the amount of revenue earned from advertising on the sites they manage using reporting insights and abilities available withing the SSP. Example of SSPs include: Rubicon Project and Pubmatic.
  • Tags : A term commonly used in digital advertising operations referring to advertising creative assets in a html, javascript, or iframe format.  These tags are shared with an ad trafficker who will setup advertising campaigns in an adserver by placing copying and pasting the tags into the adserver’s creative library.
  • VAST – Video Ad Serving TemplateA very common video ad tag format.
  • VCR – Video completion Rate : Calculated by total 100% completed video ad views divided by total video ad starts.
  • VPAID – Video Player Ad Interface Definition : A more complicated video ad template in comparison to VAST.  This format allows the creative within the ad to have more control over the player.  For example the ad can have the control to stop the video player from progressing to the content if the user interacts with a video overlay feature delivered by the VPAID ad creative response.  It is a format that caused publishers many issues and not supported by many publishers due to the issues it causes.  Youtube for example does not accept VPAID tag format from advertisers and only accepts VAST.

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