Programmatic Advertising Alphabet:  Letter H

Programmatic Advertising Alphabet: Letter H

Hello everyone! In the next months, Digilant will be publishing a programmatic advertising glossary from A to Z, so that you can learn more about what we do! We have many definitions to share, but we have chosen the most relevant terms for marketers to know.  We hope you find this to be a great tool to get up to speed on programmatic advertising.  We will be updating posts on a weekly basis.  


Home Visitor

A user that accesses online content from their residence.

Hypertext Markup Language (HTML)


A set of codes called makeup tags in a plain text file that determine what information is received and how it is rendered by a browser. There are two kinds of tags: anchor and format. Anchor tags determine what is retrieved, and format tags determine how it is rendered. Browsers receive HTML pages from the Internet and use the information to display text, graphics, links, and other elements.


High-Frequency Trading (HFT)

A machine-to-machine program trading platform that uses powerful computers to transact a large number of orders at very fast speeds. The trading process usually takes place in milliseconds or less and results in greater liquidity, cost savings efficiency, higher eCPMs, and better monetization for the seller.

Programmatic Output

 Hypertext Transfer Protocol (HTTP)

The underlying protocol used by the World Wide Web to define how messages are formatted and transmitted.


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