Programmatic Alphabet


AB Testing

Refers to two different versions of a page or a page element, such as a heading, image or button. AB testing is aimed at increasing page or site effectiveness against key performance indicators including click through rates, conversion rates, and revenue per visit.


When a web server does not successfully transfer a unit of content or ad to a browser. This is usually caused by a user hitting the stop button or clicking on another link prior to the completion of a download.

Above the Fold

A term derived from printed media used to indicate whether a banner advertisement or other content is displayed on a web page without the need to scroll.

Accepted Formats

The banner ad types the publisher accepts from a buyer. I.e. image ads, flash ads, etc.

Access Platform

A method for customers to access digital media. Depending on usage of term, it may consist of hardware and/or a browser.

Access Provider

A company providing services to enable a company or individual to access the Internet. Access Providers are divided into Internet service providers (ISPs) and online service providers (OSPs).

Acquisition Cost

The cost to an advertiser to gain a new customer.

Acquisition Rate

Percentage of participants who opted-in to participate in a mobile initiative/campaign. Percentage = Total participants/total audience. Acquisition is the point where marketers can measure the success of a campaign.


The execution of the marketing mix as part of the marketing process. The activation phase typically comes after the planning phase during which managers plan their marketing activities and is followed by a feedback phase in which results are evaluated with marketing analytics.

Active Server Page

A type of HTML page (denoted by an .asp file name) that includes scripts (small programs) that are processed on a web server before the web page is served to the user’s web browser.


A programming language standard developed by Microsoft, which permits complex and graphical customer applications to be written and then accessed from a web browser.

Activity Audit (Formerly Count Audit)

Independent verification of measured activity for a specified time period. Some of the key metrics validated are ad impressions, page impressions, clicks, total visits, and unique users. An activity audit results in a report verifying the metrics.

Ad Blocker

Software on a user's browser which prevents advertisements from being displayed.

Ad Centric Measurement

Audience measurement derived from a third-party ad server's own server logs.

Ad Collisions

Ads from the same campaign that were not intended to appear on the same page at the same time. This hurts campaign performance and creates a lower overall reach. It is caused by either the technical inability of buyers to control where their ads appear, or because different media partners are buying ads on the same page.

Ad Copy

The headline, descriptive text, and display URL used on a PPC ad to persuade people to visit your website from the top of the search engine results.

Ad Creative Pixel (Also Tag, Beacon)

A pixel request embedded in an ad tag that calls a web server for the purpose of tracking that a user has viewed a particular ad. These 1x1 pixel tags can track location and activities such as a registration or conversion, and some are powerful enough to know what a user types on a particular site.

Ad Download

When an ad is downloaded by a server or site online, usually a URL for a web site or marked with an @ for an e-mail adress. Literally, it is how a computer finds the location of another computer via Internet.

Ad Exchange

An electronic media auction technology that sells publisher ad spots in real time by soliciting bids from buyers of online inventory.

Ad Group (Also Roadblocks)

An object that governs delivery of ads assigned to it. An Ad Group links multiple ads and creatives to a single budget, and dictates when and where to serve the ads through goal-setting and targeting.

Ad Impression Ratio

Ad Impression Ratio = Click-throughs / Ad impressions.

Ad Insertion

When an ad is inserted in a document and recorded by the ad server.

Ad Materials

The creative artwork, copy, active URLs, and active target sites which are due to the seller prior to the initiation of an ad campaign.

Ad Network

Aggregated unsold inventory from any number of publishers available for purchase through a singular platform.

Ad Operations

Ad ops is short for ad operations and usually refers to the many technical tasks needed for running online advertising campaigns. Ad ops ensure smooth delivery for insertion orders and good inventory management.

Ad Optimization

Automated and semi-automated means of optimizing bid prices, placement, targeting, or other characteristics that are usually carried out in 3 manners: behavioral targeting, contextual targeting, and creative optimization using experimental techniques.

Ad Recall

A measure of advertising effectiveness in which a sample of respondents is exposed to an ad and then at a later time is asked if they remember the ad. Ad recall can be aided or unaided (aided recall is when the respondent is told the name of the brand or category being advertised).

Ad Request

A query to an ad server that calls an ad to fill an ad slot.

Ad Rotation

When advertisements are changed on a website for different user sessions. This may be in response to ad targeting or simply displaying different advertisements from those on a list.

Ad Server

A computer application that enables the delivery, tracking and management of advertising content on publisher inventory

Ad Serving

Delivery of online adverts to an end user’s computer by an ad management system. The system allows different online adverts to be served in order to target different audience groups and can serve adverts across multiple sites. Ad Technology providers each have their own proprietary models for this.

Ad Slot

A space on a web page wehre an ad can be served.

Ad Space

A space within an application that has been reserved for the display of advertising.

Ad Tracking

The method for recording campaign delivery metrics between adservers. Third party adserving tags or 1x1 tracking pixels are commonly used to facilitate the capturing of such data.

Ad Transfers

The successful display of an advertiser's Web site after the user has clicked on an ad. When the user clicks on the ad, a click-through is recorded and redirects (or "transfers) the user's browser to an advertiser's Web site. If the user successfully displays the advertiser's Web site, an ad transfer is recorded.

Ad Unit

Any defined advertising vehicle that can appear in an ad space inside of an application. For example for the purposes of promoting a commercial brand, product or service.

Ad Verification (Also Audience Verification)

A service that confirms if an ad ran only where it was intend to by the advertiser. It is often used to ensure brand safety.


User activity, e.g pressing a navigation button, hitting the enter key or clicking on an advertisement on a website. (See click-through.)


A piece of HTML or JavaScript code that is inserted into the source code of a web page so that when a page loads the contents of the ad-tag is displyed at the same time. An advertiser provides this to a publisher or ad network.


Computer software which is provided to the user free of charge or at a discounted price that downloads and displays advertising to support its continued development and maintenance. This software often tracks what Internet sites the user visits.

Add To Cart

The user activity of storing merchandies in a virtual shopping cart that the user intends to later purchase from an online e-commerce website. This enables users to continue browsing and "check-out" later or alternatively delete these items from the cart.


A company that provides online advertising brand protection and content verification.The company using a rating system "threshold" or scale on various categories such as guns, pornography, hate speech, etc. The technology blocks the actual ad call to the ad-server if only shows a blank space if the page is deemed inappropriate. It should be noted that this happens AFTER the our platform has won the bid. This has an impact on gross margin, though it is usually "nominal".


An organization that pays money to show advertisements on the web.

Advertising Research Foundation (ARF)

An industry association for creating, aggregating, synthesizing, and sharing the knowledge required by decision-makers in the field. Its mission is to improve the practice of advertising, marketing, and media research in pursuit of more effective marketing and advertising communications.


An advertisement styled to resemble the editorial format and typeface of the content in which it runs. Often generates higher response rates.


A statement (usually notarized), accompanying station invoices which confirms that the advertisement actually ran at the stated time on the invoice.

Affiliate Conversion Data

Data that is collected by an affiliate marketing system when a user completes a transaction or manifests certain behaviors on a web page. The system typically collects this data by means of a conversion pixel that is placed on the merchant's site.

Affiliate Marketing

A method of generating leads or sales, whereby an online publisher is paid for referring users to an online e-commerce merchant. Referrals are measured by clicks, registrations or sales.

Affinity Marketing

Selling products or services to customers on the basis of their established buying patterns. The offer can be communicated by e-mail promotions, or online or offline advertising.


An organization that, on behalf of clients, plans marketing and advertising campaigns, drafts and produces advertisements, places advertisements in the media. In interactive advertising, agencies often use third party technology (ad servers) and may place advertisements with publishers ad networks and other industry participants.

Agency Trading Desk (ATD)

A services department or arm of an agency that oversees programmatic buying. ATDs use DSPs as a tool for programmatic buying. A company (not owned by an agency) that uses DSP technology to provide programmatic and auction buying services is generally known as an independent trading desk or media trading desk.

Aggregate Campaign Data

Data combined from several advertising campaigns to create a segment where campaign level data is not identifiable.

Aggregated Information

Data combined from many individual users that does not identify any single user.


An organization that acts as a middle man between application and content providers, and mobile carriers.


Stands for attention, interest, desire, and action; it is a historical model of how advertising works (i.e. by first getting the consumer's attention, then interest, etc.).


A program that results in a decision based on a set of factors. Digilant's algorithm look at the best performing attributes in terms of contribution to conversion. When the algorithm notices a change in an attribute, it will then amend its focus towards this and bid accordingly.

Alternate Text

A word or phrase that is displayed when a user has image-loading disaled in their browser, or when a user abandons a page by hitting "stop" in their browser prior to the transfer of all images. Also appears as "balloon text" when a user lets their mouse rest over an image.


System for tracking user behaviour on the app/game both from a user experience and advertisement perspective. Analytics help developers understand trends within their app/game and optimise the user flow for maximum engagement and user retention.


An intermediary that prevents Web sites from seeing a user's Internet Protocol (IP) address.

Anonymous Information (Also Non Personally Identifiable Information (Non-PII)

Facts that do not identify a person specifically, such as age group and gender.


A small, self-contained software application that is most often used by browsers to automatically display animation and/or to perform database queries requested by the user.

Applicable Browser

Any browser an ad will impact, regardless of whether or not it will play the ad.

Application Programming Interface (API)

A set of definitions and specifications that software programs can follow to communicate with each other.

Application Service Provider (ASP)

An online network that is accessible through the Internet instead of through the installation of software. It is quickly integrated with other websites and the services are easily implemented and scalable.


A distortion that is introduced into audio or video by the compression algorithm (codec). Compressed images may have stray pixels that were not present in the original image.

As Fast As Possible (AFAP)

In an ad server, a setting for an ad to receive all of the impressions it can get at its designated priority level.

Association of National Advertisers (ANA)

The ANA leads the marketing community by providing its members insights, collaboration, and advocacy. It strives to protect all advertisers and marketers.


A single piece of information known about a user and stored in a behavioral profile which may be used to match ad-content to users. Attributes consist of demographic information (e.g., age, gender, geographical location), segment or cluster information (e.g., auto enthusiast), and retargeting information (e.g. visited Site X two days ago). Segment or cluster information is derived from the user’s prior online activities (e.g., pages visited, content viewed, searches made and clicking and purc...

Attribution Modeling

A methodology for linking marketing activities to specific outcomes such as an online product purchase. Attribution modeling typically analyzes the degree to which different blends of media exposure, across different channels, generate results. This can establish causality to properly credit each media channel for its impact on the final outcome.

Attrition Rate

Percentage of site visitors that are lost at each stage in making a purchase.

Auction Pricing

A situation in which the price for an ad, impression or placement is determined by the participants in the auction. The highest bidder wins.

Audience Buying

Directly purchasing audience segments based on data that has been assembled about them, including their demographics, interests, etc. For example, audience buying gives a buyer the ability to target consumers who may be planning a vacation and then place ads on all of the sites they might visit in contrast to just airline, hotel, and vacation websites.

Audience Index

Audience Index, also known as cookie lookalike modeling, is a procedure for smart targeting of cookies that have similarities to a known "seed" list. The idea is to 1) find the features that distinguish the seed list from a group of random cookies, and 2) use that feature list to score a large number of users, and create a cookie targeting list based on the users that have the highest score.

Audience Intelligence

"The use of first and third-party data to determine an advertiser's audience. - First-party data is generated by cookies placed by the publisher - Third-party data is generated by cookies placed by an ad server or data provider"

Audience Measurement

The counting of unique users and their interaction with online content. At a campaign level, this service is conducted by a third party to validate that a publisher delivered what an advertiser had requested. At the industry level, this service enables media buyers to understand which brokers of online content to negotiate with to reach a specific audience.

Audience Profile

A list of attributes that one knows about the target audience.

Audience Targeting

A method that enables advertisers to show an ad based on shared behavioral, demographic, geographic and/or technographic attributes.

Audit Trail

Logging of any changes to data (creation, modification, or deletion) to allow a system admin user to review all historical changes.

Automated Guaranteed (Also Programmatic Guaranteed, Programmatic Premium, Programmatic Direct, Programmatic Reserved)

A type of programmatic advertising that refers to the direct sale of reserved ad inventory between a buyer and seller, with automation replacing the manual insertion order (IO) process. This inventory is sometimes categorized as premium, reserved, guaranteed, first-look, direct sold, or class-1. Automated guaranteed allows the publisher to regulate the price of inventory to buyers, and gives buyers the ability to buy more premium inventory on a direct basis from the publisher, transparently.


A set of e-mails delivered, as users subscribe, over a pre-set timeline.


A measure of how well-known a brand, company or product is. As part of the purchase funnel, people can be made aware of your brand with or without the desire to purchase.


High-volume, central, generally "long-haul" portion of a data network.

Backlink (Also Inbound Link)

An outside link that points to your website or web page.

Bandwidth (Also Throughput)

The amount of data (text, video, sound, images, animations) that can be moved through an Internet connection. Typically measured in bits per second (bps).

Bandwidth Contention

A bottleneck that occurs when two or more files are simultaneously transmitted over a single data line. Unless the system is able to prioritize among the files, the effect is to slow delivery of each.


A static graphical image (GIF or JPEG) or interactive content (Flash) used to display an advertising unit on a website measuring 468x60 pixels-wide. Most banners enable users to click on an ad and then be redirected to another website.

Banner Burnout

A term for when a banner has been shown to the same visitor(s) to the point where the CTR drops dramatically. Rotating banners help reduce this.

Behavioral Retargeting

Online ads are displayed elsewhere on a site or other sites in an ad network after a customer has interacted with an initial ad related content.

Behavioral Targeting

A form of online marketing that uses advertising technology to target web users based on their previous behaviour. Advertising creative and content can be tailored to be of more relevance to a particular user by capturing their previous decision making behaviour (eg: filling out preferences or visiting certain areas of a site frequently) and looking for patterns.

Below The Fold (BTF)

Portions of a webpage that are not visible to the visitor without scrolling.

Bid Management

A method of using historical data and analytics to determine bid price for different types of online ad inventory. This concept can also be applied to paid search.


Communicates with the exchange and is the system that allows AdBoard to evaluate and bid on each available impression from multiple RTB inventory sources.

Bit Rate

A measure of bandwidth that indicates how fast data is traveling from one place to another on a computer network. Bit rate is usually expressed in kilobits per second (kbps) or megabits per second (Mbps).

Black Hat SEO

An unethical way of improving a website ranking. It may lead to quick short-term results, but search engines will penalize this behavior.


A list of websites which must be excluded from targeting. The list is loaded into AdBoard.

Blank Ad

An ad slot that fails to display ad content.

Blind Link

A hyperlink which does not clearly indicate (or even actively disguises) where it leads to.


A system which allows messages to be automatically pushed to a consumer’s Bluetooth enabled phone. Alternatively, users can pull or request audio, video or text content to be downloaded from a live advert.


Sending a message from a mobile phone or transmitter to another mobile phone which is in close range via Bluetooth Technology.


A standard for wireless transmission of data between devices, e.g. a mobile phone and a PDA.

Bonus Impressions

Additional ad impressions above the commitments outlined in the approved insertion order.

Bounce Rate

Percentage of users that visit a page and then leave the site in a short time frame without visiting any other pages at that site.

Brand Advocate

A customer who has favourable perceptions of a brand, who will talk favourably about a brand to their acquaintances to help generate awareness of the brand or influence purchase intent.

Brand Equity

The brand assets (or liabilities) linked to a brand’s name and symbol that adds to (or subtract from) a service.

Brand Safety

The process of ensuring that an ad does not display next to content that could negatively impact that advertiser's brand. This is done by analyzing data about the page and site the impression is on, such as keywords, categories, domains, etc.


Formerly AIM Brand Network; formerly Direct Buyer Harness (DBH), BrandConnect enables buyers to create a private connection to direct publishers to form a private exchange.


An internet connection that is always on and that delivers a higher bit rate (128 kbps or above) than a standard dial-up connection. It allows for a better online experience as pages load quickly and users can download items faster.


A software program that can request, download, cache, and display documents available on the World Wide Web.


When a streaming media player saves portions of a file until there is enough information for the file to begin playing.

Business to Business

Commercial transactions between an organization and other organizations.

Business to Consumer

Commercial transactions between an organization and consumers.


A square online advert usually found embedded within a website page. See also Universal Advertising Package, embedded formats.

Cache Memory

Used to store web pages users have seen already. When users re-visit those pages they load more quickly because they come from the cache and don't need to be downloaded over the internet again.


This allows an ad tag to "defeat the cache" by forcing the call to be different each time a page is reloaded. This decreases page loading efficiency, but increases ad loading efficiency.

Cached Ad Impressions

The delivery of an advertisement to a browser from the local cache or a proxy server's cache. When a user requests a page that contains a cached ad, the ad is obtained from the cache and displayed.

Cached Pages

Google robots take a snapshot of each page visited as they crawl the web. These are stored and used as a backup if the original page is unavailable. The cached date when the search robot last visited a page, usually indicated within the search engine results page.

Call to Action (CTA)

An instruction often embedded in advertising that explains how to respond to an opt-in for a particular promotion or mobile initiative.


A recorded instance of an ad creative that was denied an ad spot and sent back to the server.

Campaign Dashboard

Charts and graphs that provide a snapshot of campaign performance at a point in time so executives can spot problems, or identify marketplace opportunities, and shift gears if a better course of action is required.

Campaign Optimization

"Saves time and money while helping marketers achieve and improve upon business objectives. The analysis and optimization process can be divided into two major categories: a) Harvesting low-hanging fruit: areas in need of improvement that are relatively easy to identify and provide quick and effective reults b) Long term optimization: the process of continual optimization over time and includes improving the customer's overall lifetime value. "


A series of federal laws that must be followed by all e-mail marketers. Violations can lead to major penalties.


Data warehouse and hosting environment.

Cascading Style Sheet (CSS)

A stylesheet language used to describe the presentation of a document written in a markup language. CSS provides a more elegant alternative to HTML to quickly specify the look and feel of a single Web page or a group of Web pages.

Channel Partner

A third-party that markets and sells products, services, or technologies for a manufacturer or service provider via a partnering relationship.


Executed via a GPS enabled mobile device that allows a user to declare they are at a specific location.


Clusters of a user's friends on Google+.


Organization of various audience data attributes into mutually exclusive but related classes (ex.: Products --> Computers --> Laptops --> Budget --> Model)

Click Command

A specific kind of tag that redirects through an ad server. These either come from clients or are ad ops-generated. HREF tags can also be used to achieve the same result.

Click Predict

An algorithm which automatically matches ads to the users most likely to respond to advertising based on 500 clicks/actions.

Click Tag

A parameter used in Flash banner ads that defines the destination URL from the markup code. By using a click tag, the advertiser can easily see and modify the URL without a Flash developer.

Click Through

The act of clicking on an ad creative.

Click Through Rate (CTR)

The measurement of a user clicking on a link that re-directs the user to another web destination.

Click to Call

A link on a mobile website that when clicked instantly initiates a call from that phone to a pre-specified number.

Click to Play (CTP) Video Ads

These video ads have an initial static image file which is displayed encouraging users to click to view the full video. The proportion of viewers who click is known as the play rate.

Click Tracking URL

Also known as click through URL or click command. This is used to record the number clicks delivered on an advertising banner. Commonly used when third party adserving is not compatible and run alongside the 1x1 tracking pixel.


"1.) The electronic path a user takes while navigating from site to site, and from page to page within a site 2.) A comprehensive body of data describing the sequence of activity between a user's browser and any other Internet resource, such as a Web site or third party ad server."


The process that takes a mobile subscriber to a jump or landing page once the mobile subscriber has clicked on the


The desirability of a hyperlinked object; describes content so good that a user has to click on it.


A record logged on a client or on the web server of what a user clicks on while browsing. Clickstreams are important to publishers who want to see the paths people follow through their sites.

Clickstream Data

A recording of what a computer user clicks on while web browsing. As the user clicks anywhere in the web page or application, the action is logged on a client server or inside the web server, as well as possibly the web browser and ad servers.

Client Focus

The orientation of an organization toward serving its clients' needs.

Client-Initiated Ad Impression

One of the two methods used for ad counting. Ad content is delivered to the user via two methods - server-initiated and client-initiated. Client-initiated counting relies on the user's browser for making requests, formatting, and re-directing content. For organizations using a client-initiated ad counting method counting should occur at the publisher's ad server or third-party ad server, subsequent to the ad request, or later in the process.


An arrangement between two or more companies where they agree to jointly display content and perform joint promotion using brand logos or banner advertisements. This can occur without payment.


Short for compressor/decompressor. Codecs are computer algorithms used to compress the size of audio, video, and image files for spreaming over a data network or storage on a computer. Common codecs are Apple's QuickTime, Microsoft's Windows Media, and MP3 files.

Cognitive Match

Cognitive Match is Digilant's preferred partner for dynamic creative optimization (DCO). Through the partnership, Digilant can leverage Cognitive Match to optimize creative messages, such as headline copy, call to action and background color, in addition to optimizing for media placement and audience. To learn more about Cognitive Match visit

Common Gateway Interface (CGI) Script

CGIs are used to allow a user to pass data to a Web server, most commonly in a Web-based form. Specifically, CGI scripts are used with forms such as pull-down menusor text-entry areas with an accompanying submit button. The input from the form is processed by a program (the CGI script itself) on a remote Web server.

Common Short Code (CSC)

Short numeric numbers (typically 4-6 characters) to which text messages can be sent from a mobile phone. Messages sent with relevant words to access a wide variety of mobile content. 

Communication Error

The failure of a Web browser/Web server to successfully request/transfer a document.

Compact HTML (cHTML)

A subset of HTML for small devices, such as mobile phones.

Companion Ad Units

In an ad unit group, the ad units to serve ads for when the master ad unit wins an impression.

Companion Banner

"Coordinated ad unit that appears alongside a video ad. They are present during video content, regardless of when a video ad plays. Sizes: 300x250, 300x100, 468x60, 728x90, 300x60"

Companion Line Item

A line item that delivers multiple related ads to a predefined ad unit group.


An advertising appeal that consists of explicitly comparing one product brand to a competitive brand. This type of advertising has been effective when one brand has a major advntage over another and they are similarly priced.

Competitive Exclusion

A mechanism by which you can block competing advertisers from displaying their ads on the same site.


When a video is played to completion

Connected devices

Devices that have built-in connections to the Internet and use those connections to offer content, information or experiences to users. While practically any gadget or device can be connected (again, see the tweeting refrigerator), the term is most often used to describe consumer electronics that augment or replace the more traditional methods of delivering video content. Ex. Remote sensors, monitoring, associated aggregation devices, PCs, laptops, eReaders, game consoles, mobile handsets, fe...


Describes a consumer who has decided they want a product similar to another product. They are likely to start reading reviews and learning features to make comparisons, etc. The consideration period varies greatly by product.

Consolidated Media Buying Platform

A consolidated media buying platform is a customizable end-to-end solution for the full breadth of digital media planning activities, including data management, demand side platform and intelligent distribution across exchanges, ad-networks, Publisher Sites and Supply-side Optimizers. The system is flexible and can combine any combination of the following targeting features: behavioral, brand safety, contextual, custom segmentation, demo, geo, look-alike, search, retargeting and social proxim...

Consumer Engagements

Refers to the engagements of customers with one another, with a company or a brand. The initiative for engagement can be either consumer or company led.

Content Delivery Network (CDN)

A service that hosts online assets and provides content management via servers located around the globe to reduce the latency of downloads to users.

Content Integration (Also Web Advertorial)

Advertising woven into editorial content or place din the contextual envelope.

Content Provider (CP)

A company that creates and offers content such as ringtones and games.

Content Sponsorship

Advertiser sponsorships of content areas (e.g. entire website, homepage or a specific channel) to include the total value of the package including any embedded or interruptive formats. This category also includes revenue related to email advertising or prioritised listing of results in search engines that are included as part of the sponsorship deal.

Contextual Advertising

Advertising that is targeted to the content on the webpage being viewed by a user at that specific time.

Contextual Targeting

Targeting content that deals with specific topics, as determined by a contextual scanning technology.

Contra Deals

A reciprocal agreement in the form of an exchange where payment doesn’t take place. Instead, services or ad space to promote another company as part of co-branding occurs.


A trend in which different hardware devices such as televisions, computers and telephones merge and have similar functions.

Conversion Pixel

Data from the pixel code can provide advertisers insight behind the conversion that occurs on a webpage.

Conversion Rate

The percentage of the desired number of outcomes received by a salesperson relative to the total activity level. For example, it is the number of sales as a percentage of the number of calls. Also is called hit rate.

Conversion Rate Optimization (CRO)

The practice of doing split testing and consumer research to increase the conversion ratio of a landing page, an ad, or some other measurable metric along the conversion funnel.


A descriptor encompassing an end user converting to a paying user or a user that performs an action of some sort.


A small text file placed in the user's browser used so that a platform can identify that user remotely in future and assign value or properties to them.

Cookie Expiry Period

The time stated in an affiliate marketing programme between when a visitor clicks the affiliate link and the sale is credited to the affiliate. Common times are 7, 30 or 90 days. A longer cookie period will result in a higher EPC.

Cookie Matching

A method of enabling data appending by linking one company’s user identifier (UID) to another company’s user identifier.

Cookie Sync (Also Cookie Match)

A method of enabling data appending by linking one company's user identifier to another company's user identifier. This allows advertising platforms to identify users coming from third-party sources such as ad exchanges and DMPs. Because cookies can only be read by the owner of the domain by which they were set, every company in the programmatic ecosystem has unique cookie IDs for each user. The cookie syncing process makes it possible for multiple marties (i.e. a DSP, SSP, and DMP) to map ea...

Cost Per Acquisition (CPA)

Refers to the overall costs associated with acquiring one user. This can be calculated by dividing total marketing costs by total number of new users.

Cost Per Action (CPA)

A commission based model where revenue is made when a user clicks on an advertisement or link on the publisher’s site and then performs some sort of action on the advertiser’s site.

Cost Per Action (CPA)

A commission based model where revenue is made when a user clicks on an advertisement or link on the publisher’s site and then performs some sort of action on the advertiser’s site.

Cost Per Click (CPC)

Revenue model where the publisher is paid a certain amount each time a visitor clicks on an ad or link.

Cost Per Completed View (CPV/CPCV)

The price an advertiser pays every time a video ad runs through to completion, rather than paying for all impressions. CPCV = Cost / Completed Views

Cost Per Day (CPD)

The price an advertiser pays every time a video ad runs through to completion, rather than paying for all impressions. CPCV = Cost / Completed Views

Cost Per Download (CPD)

The price an advertiser pays every time a desired download (such as a coupon) occurs via an ad unit. CPD = Cost / Download

Cost Per Engagement (CPE)

The price an advertiser pays every time a consumer interacts with a rich media ad unit. CPE = Cost / Engagement

Cost Per Like (CPL)

The cost of acquiring a new fan for a Facebook Page, either through paid advertisements, or less directly, through earned media efforts.

Cost Per Thousand/Mille (CPM)

Revenue model where the advertiser pays a set fee to the publisher for every 1,000 times the ad is displayed. (The M is for mille, the French word for thousand.)

Cost Plus

An industry standard business model and pricing methodology which adds aggregated transaction fees to the original price a publisher sells its ad inventory. Where there is often a complex and long supply chain involving many intermediaries the cost plus model can make procuring media expensive and can lead to situations where the transaction cost is larger than the actual price charged for the ad inventory bought. It is estimated that in many cases the transaction costs for programmatic medi...

Cost-Per-Lead (CPL)

The cost of advertising based on the number of database files (leads) received.

Cost-Per-Order (CPO) (Also Cost-Per-Transaction (CPT))

The cost of advertising based on the number of orders received.

CPA Optimizer

An algorithm which automatically match's ads to the users most likely to respond to advertising based on 100 conversions/actions.

CPG Goods (Also Fast-Moving Consumer Goods (FMCG))

CPG products are non-durable goods like: processed food, beverages, paper products, toiletries and over-the counter medication. CPG products generally need to be replaced or replenished at least once a year. The “CPG Industry” generally refers to companies involved in the development, production, marketing, and selling of packaged products for end user consumption.

Crawler (Also Spider, Bot, Intelligent Agent)

A software program that visits Web pages to build indexes for search engines.


Unique words, design and display of a paid-space advertisement. In paid search advertising, creative refers to the ad's title (headline), description (text offer) and display URL (clickable link to advertiser's web site landing page). Unique creative display includes word emphasis (boldfaced, italicized, in quotes), typeface style, and on some site, added graphic images, logos, animation or video clips.

Creative Re-targeting

A method that enables advertisers to display information (typically an ad) to visitors that were previously exposed to, or interacted with, the advertisers’ creative.

CRM (Customer Relationship Management)

A model for managing a company's interactions with current and future customers, including prospect and customer databases.

Cross device

Cross device

Cross-channel Marketing

Ability to identify and engage a target audience with consistent and relevant messages across offline, online, mobile, social and search interactions.

Cross-site Advertiser Analytics

Software or services that allow an advertiser to optimise and audit the delivery of creative content on pre-bought publisher inventory. Data can range from numbers of pages visited, to content visited, to purchases made by a particular user. Such data is used to surmise future habits of user or best placement for a particular advertiser based on success.

Cross-site Publisher Analytics

Services that provide normative metrics about and estimates of multiple publisher's inventory.


A web user who ingests, analyzes, and contextualized content onto a platform or into a format the mainstream can understand.

Custom Activation

Unique or personalized brand messages; the opposite of mass marketing.

Customer Experience Management

The evaluation, design and delivery of the entire online customer experience for transactional e-commerce sites from understanding customer motivations, customer journeys between websites as part of a buying process, the website experience and service quality as indicated by inbound enquiries and fulfillment of products.

Customer Lifetime Value (CLV)

The predicted monetary value over the entire relationship a company will have with a customer.

Customer Profiling

Using a website to find out a customer’s specific interests and characteristics.

Customer-centric Marketing

An approach to marketing based on detailed knowledge of customer behavior within the target audience, which then seeks to fulfill the individual needs and wants of customers.

D. A. Consortium (DAC)

"Digilant's local trading technology partner in Japan. Digilant's partnership with DAC provides global advertisers with local market knowledge of the Japanese digital media marketplace so they can efficiently purchase biddable digital media at scale. DAC will provide Digilant's clients with local niche services and give them access to inventory through their real-time bidding system on an as needed basis for clients seeking to expand their campaigns to the Japanese market. For more informatio...

Daisy Chain

The linking of ad networks in order to ensure that the ad will be served in order to optimize revenues. Ex. A flat CPM will be assigned to each network and the network with the higher agreed-upon CPM will be th efirst in the daisy chain. If, for some reason, the network can't deliver an ad above or equal to that flat price, it passes the ad request back. The ad request is then redirected to the second network in the chain. Traditionally, daisy chains are used for remnant inventory.

Data Activation

Ability to take data intelligence and push it seamlessly to the execution layer to influence ad targeting, site optimization, lookalike modeling or creative customization.

Data Aggregator

An organization that collects and compiles data from individual sites to sell to others.

Data Append

User data from one source is linked to a user's profile from another source.

Data Exchanges

Online auction marketplace where advertisers acquire 3rd party data that helps them better reach their target audiences with display. Data Exchanges were created as marketplaces where Online Data Providers could sell their data directly to DSPs and Ad Networks. Who Uses: Ad Networks, DSPs.

Data Management Platform (DMP)

Platforms that allow advertisers, agencies, publishers and others to control their own first-party audience and campaign data, compare it to third-party audience data, and give the ability to make smarter media buying and campaign planning decisions via behavioural targeting or extending audiences via lookalike modeling.  Advertisers and agencies generally utilise DMPs in order to buy more effectively while publishers typically utilise DMPs in order to segment their audiences and sell more ef...

Data Modeling

A process used to define and analyze data requirements needed to support the business processes within the scope of corresponding information systems in organizations. The process involves modelers working closely with business stakeholders and potential future users of the information system.

Data Provider

Contains all the information needed to describe the data source and to retrieve the data.

Data Science

This incorporates varying elements and builds on techniques and theories from many fields, including math, statistics, data engineering, pattern recognition and learning, advanced computing, visualization, uncertainty modeling, data warehousing, and high performance computing with the goal of extracting meaning from data and creating data products.

Data-driven marketing

Using data from any source to make better decisions on who, where, when and how to market.

Daughter Window

An ad that runs in a separate ad window associated with a concurrently displayed banner. In normal practice, the content and banner are rendered first and the daughter window appears thereafter.


A method that enables advertisers to show an ad to internet users only on certain days of the week or times of the day.

Deal Identifier (Deal ID)

A unique string of characters used in a private marketplace to match up specific buyers and sellers based on a number of rules they have previously agreed upon. Deal IDs grant buyer/ATD/DSP access to ad placements or data that a publisher exclusively makes available to them. Specifically, if a buyer and seller decide on a deal with specific prices, inventory, and data, that information can be programmed into a deal ID. It allows a private exchange to work more like a direct deal, likening dea...

Deep Linking Advertisement

Linking beyond a home page to a page inside a website with content pertinent to the advert.

Deep Packet Inspection

A form of computer network packet filtering that examines the data and/or header part of a TCP packet as it passes an inspection point. In the context of online advertising, it is used to collect data, typically through an Internet Service Provider, which can be used to display targeted advertising to users based on previous web activity.

Default Ad

An ad setup to serve in case a premium ad is unable to fill an ad slot.

Demand Side Platform (DSP)

Demand Side Platforms provide centralized (aggregated) media buying from multiple sources including ad-exchanges, ad-networks and sell side platforms, often leveraging real time bidding capabilities of said sources. A true DSP should collect, manage and analyse data, offer transparent and exchange agnostic real time media buying and enable intelligent targeting and dynamic bidding.

Demographic Targeting

A method that enables advertisers to show an ad based on demographic information such as age, gender and income which may come from, site registration data or an inference-based mechanism.

Designated Market Area (DMA)

A marketing area applicable to the US only. It can cross state boundaries. Example: targeting Hispanic population – Part of Florida, Texas, and California

Device ID

A distinctive number associated with a smartphone or similar handheld device. Device IDs are different from hardware serial numbers.

Digital Rights Management (DRM)

Digital Rights Management is a set of technologies used by publishers and media owners to control access to their digital content. Access can be limited to the number of times a piece of content is accessed from a single machine or user account; the number of times access permissions can be passed on; or the lifespan of a piece of content.

Digital Video Player-Ad Interface Definition (VPAID)

An IAB standard to establish a common interface between video players and ad units, enabling a rich interactive in-stream ad experience.

Direct Marketing Association (DMA)

An independent organization for data-driven marketers.

Direct Response (DR)

An ad that is designed to have the viewer take immediate action (often a click, sign-up, download, or purchase)

Direct to Consumer (D2C)

Direct-to-Consumer; sometimes also means Digital-to-Consumer, where content and services are promoted directly by the provider to the phone end-user.


A website that specializes in offering a collection of links to other websites, sorted by categories and subcategories.


The difference between client number (typically taken from an ad server) and ad partner numbers, caused by factors including the number of partners being worked with, the individual user, and page load time. Standard discrepancy metrics are impressions sold, served, and revenue.


An ad format consisting of text and images. Often called a banner, these may be static or have simple animations, and usually have standardized dimentions. They typically contain text, logos, images, location maps, etc. This is the simplest and most common format available in traditional and programmatic media buying.

Distinct Point of Origin (DPO)

A unique address from which a browser connets to a Web site.

Domain Authority

A scale from 1-100 that search engines use to determine how authoritative a company's website is, 1 being the lowest and 100 being the highest. The higher the domain authority, them more Search Engines trust a site.

Double Opt-in

Requesting the subscriber to opt-in twice, prior to engaging with the subscriber.

DoubleClick for Advertisers (DFA)

An ad management and ad serving solution that helps agencies and advertisers manage the entire scope of digital advertising programs.

Drill Down

When an online user accesses more and more pages of the Web site (i.e. he/she goes deeper into the content of the site)

Dwell Rate

The percentage of users exposed to a given piece of rich media content or advertising who interact with that content moving their cursors over it (but not clicking)

Dwell Time

The amount of time that a user keeps his or her cursor stationary over a given icon, graphic, ad unit, or other piece of Web content. Often used in the context of contextual ads, where the ad increases in size only when users roll over it with a mouse. Usually calculated and reported as an average across all viewers of a piece of content.

Dynamic Ad Delivery

The process by which a mobile advertisement is delivered, via a campaign management platform, to a publisher’s mobile content.

Dynamic Bidding

Each ad impression is evaluated individually based on available data. The outcome is a dynamically generated bid offer that is submitted to the media vendor to maximise the advertiser interest.

Dynamic CPM (dCPM)

The approach to winning ad impressions by allowing advertisers to operate within a variable cost method (between a set floor and ceiling price) where the CPM bid decreases or increases in real-time based on the optimal value of the impression.

Dynamic Creative Optimisation (DCO)

Enables the economical and rapid design, deployment and measurement of an infinite number of creative variations that can be inserted into online ads when and where they are needed.  Using a template approach, DCO provides an ability to generate display ads on the fly, decreasing the cost and time of creative production and media management by automating many of the manual tasks that go into the production of every banner.

Dynamic Hypertext Markup Language (DHTML)

An extended set of HTML commands that are used by Web designers to create much greater animation and interactivity than HTML.

Dynamic Rotation

Delivery of ads on a rotating, random basis so that users are exposed to different ads and ads are served in different pages of the site.


The process of selling products or services via the Web.

E-mail Service Provider (ESP)

Outside companies that send bulk e-mails on behalf of clients to prevent their messages as being labeled as spam or blocked directly.

Earned Media

Second-party distribution of a message at no cost to you.

Elastic Compute Cloud (EC2)

Data warehouse and hosting environment supplied by Amazon.

Embedded Format

Advertising formats that are displayed in set spaces on a publisher’s page. See also banners, skyscrapers, button.


Securing digital information so that it is unreadable without the use of digital keys.


An abstract term that describes positive interaction with a brand. Also refers to a cluster of campaign performance metrics that describe the positive interactions that consumer have had with a brand over the course of a campaign. Can be measured through metrics like click-throughs, conversions, and social shares, or by cognitive and emotional responses like recall, brand lift, and favorability.

EPC (Average Earnings Per 100 Clicks)

A relative rating that illustrates the ability to convert clicks into commissions. It is calculated by taking commissions earned (or commissions paid) divided by the total number of clicks times 100.

Ethnic Targeting

Includes Spanish-language targeting by site or by browser language. There are limitations to the purchase of ethnic targeting through cookies.

Event Trackers

Primarily used for click-through tracking today, but also for companion banner interactions and video session tracking.


"Evidon is Digilant's premiere partner for digital advertising compliance services. Digilant uses Evidon to tag all targeted display advertising with a small internet options icon located in the top corner of each ad delivered. Users can click on the icon to see which company served the ad they are viewing, and if they feel compelled, can opt out of all online advertising from that organization. Evidon is currently deployed in the United States and United Kingdom only, with plans to launch th...


Technology platforms that facilitate the bidded buying and selling of online media advertising inventory from multiple ad-networks. The approach is technology-driven as opposed to the historical approach of negotiating price on media inventory.

Exclusive Ad

Ads that are at the top of a priority spectrum. Instead of pacing evenly, they receive 100% of the ad calls at a certain priority level. Exclusive ads can also receive a weight.


This occurs when an advertiser requests their banner or text message be shown alone on the desired pages.

Exit Exchange

An arrangement between two or more sites in which each site shows advertisements for the other site.


An advertisement that, upon a user mouse over or other interaction, will expand out of it's proscribed ad space, and become a larger ad. See also, Rich Media.

Exposed Group

A term used in ad effectiveness measurement; the collection of consumers who were exposed to an ad (their actions are then compared to the "control group" -- the group that did not see the ad -- and the difference between the two groups shows the effectiveness of the ad campaign).

External ID (AdBoard)

A field that usually references an ID from another (external) system. Ex. if a customer has an Oracle Financial system they are linking with, they may create an external ID in to load in the Oracle data.


Banner ads positioned in the far-right column of web pages.


Slang term for audience; the number of people who view a certain website or advertisement.

False Positives

Legitimate messages being labeled as spam.


A format that provides users with frequently updated content. Content distributors syndicate a Web feed, enabiling users to subscribe to a site's latest content.

Fill Rate

Number of ads shown divided by ad requests.


The process of removing robotic activity and error codes from measurement records to make the remaining records representative of valid human Internet actions.

Filtration Guidelines

IAB voluntary guidelines for removing non-human activity in the reported measurement of ad impressions, page impressions, unique visitors, and clicks.


A virtual profile generated by assembling several pieces of information, often used to track generic patterns of behavior.

First Look

A situation in which the media seller gives certain buyers priority in access to inventory. Ex. A publisher is selling its remnant inventory through two ad networks. In a first look situation, the publisher gives the first ad network a chance to buy the inventory first. If that first network does not want it, the publisher will pass it to the second network, and so on.

First Party Cookie

A cookie whose domain name matches the domain name that is shown in the web browser's address bar.

First Party Data

Data assets owned by marketers or publishers about their own audience via their website, CRM systems, registration data, etc.

Fixed Mobile Convergence (FMC)

A mobile device that supports both carrier network and WIFI and can switch between each seamlessly.

Fixed Pricing

A pricing model and agreement in which an ad buyer and seller determine a flat price the buyer will pay for the inventory or deal. This is stated within the contract in contrast to an auction environment where the highest bidder wins.

Flash Ads

Adobe's rich media file format, which is used to display interactive animations online. Depending on the design, these can be fully or partially animated. For these ads, publishers usually limit their file size, number of times they can loop, and length.

Flash impression

The total number of requests made for pages holding flash-based content by users of that site in the period being measured.


The lifetime of a campaign and how long it runs on a site.


The lowest price at which a seller is agreeing to sell an ad inventory to a buyer.

Frame Rate

The number of frames of video displayed during a given time. The higher the rate, the higher the video quality.


The creation and sale of large quantities of non-human, hidden, or extremely poor-quality ad impressions. These often appear to perform well on superficial performance metrics such as CTR.


The number of times an ad is delivered to a specific browser in a distinct Internet session or time period. Cookies are often used to regulate ad frequency so as to avoid burnout.

Frequency Cap

Restricting (capping) the amount of times (frequency) a specific visitor to a website is shown a particular advertisement.

Front End Processor (FEP)

A computer that handles input and output communications for large mainframe computer which reduces the load on the computer.

Full Episode Player (FEP)

A placement on a web page that has the ability to play videos that are TV-length (typically 30-60 minutes, sometimes more), and often includes multiple ad breaks thourghout the streaming video content.

Full Screen Views

Refers to the number of impressions where the video was played in full screen mode.


The set of steps in which people go through before making a purchase of a product or service. Ex. 1000 people visit a landing page, 100 subscribe to the newsletter, 10 buy an ebook, and 1 buys a training program.

Funnel Report

Allows marketers to understand the popular combination of paths users took within the digital channels before converting or arriving at a planned destination.


The systems and processes that drive engagement; turning extrinsic rewards into intrinsic ones.

General Packet Radio Service (GPRS)

General Packet Radio Service or ‘2.5G’ is an underlying mechanism for mobile networks to deliver Internet browsing, WAP, email and other such content. The user is ‘always connected’ and relatively high data rates can be achieved with most modern phones compared to a dial-up modem. Most phones default to using GPRS (if capable).


A method that enables advertisers to show an ad to internet users based on zip/post code, area code, city, DMA, state, or country, derived from user-declared registration information or an inference-based mechanism.

Global Permanent Removal List (GPRL)

List that consists of records that are automatically removed from a particular database.


Software that tracks and measures pixel performance from various locations around the globe.

Google Trends

Formerly Google Insights, a tool that allows one to see what others are searching for within Google.

Graphic Banner

A graphic mobile ad represented by a banner featuring an image.

Graphical User Interface (GUI)

A way of enabling users to interact with the computer using visual icons and a mouse rather than a command-line prompt/interpreter.


A visualization tool that allows users to look at the log data in various ways. It was developed by IponWeb, the Russian developers. Most people do not login to Graphite directly, but there is a component of AdBoard called “Delivery Check” that works by calling Graphite.

Gross Rating Point (GRP)

A measure of the size of an advertising campaign by a specific medium or schedule. It does not measure the size of the audience reached.

Growth Hacker

A skilled marketer focused on fostering engagement and growth in startups and small businesses.

Guerilla Marketing

Campaign tactic involving the placement of often humorous brand-related messages in unexpected places either online or in the real world; intended to provoke word-of-mouth and build buzz.


Real-time bidding creates a huge amount of data. Roughly speaking, our logs contain a chunk of information for every callout we listen to. The largest data log is the “no_bid” log, which contains about 1.2 terabytes of information per day. To deal with this huge volume of data, we need to use a cluster of machines working together. Hadoop is a computational framework that simplifies the creation of distributed programs. Programmers write relatively simple “jobs” that they submit to the Hadoop...


A way to measure a user's unique identity; this uses deduction or inference based on a rule or algorithm which is valid for that server. Ex. the combination of an IP address and a user agent can be used to identify a user in some cases.

High-Frequency Trading (HFT)

A machine-to-machine program trading platform that uses powerful computeres 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.


The record of a single online transaction event stored in a log file. One page view may contain multiple hits, one for each image on a web page.

Holding Company

A holding company is a company or firm that owns other companies' outstanding stock. It usually refers to a company which does not produce goods or services itself; rahter its purpose is to own shares of other companies.

Home Visitor

A user that accesses online content from their residence.

Hot Linking

The process by which one links to an image stored on one set yet it appeats on one or more sites. If done without permission, this is considered unethical since it increases the bandwith bill on another party's tab.

Hot Spot

An ad unit that is sold within the video content experience. Mouse action over the video highlights objects that can be clicked. The click action initiates a linear video commercial or takes the user to a website.

Hot Spotting

The ability to add hyperlinks to objects in a video that enable viewers to tag a product or service. Hot spotting can be used as a direct response mechanic in internet video.

Hot Start

The ability to apply past learnings to a campaign at its inception, without an initial learning period.


A pull-down or pop-up menu often displayed on browsers or search engines that contain new or popular sites.

House Ad

A type of banner advertisement that a website publisher runs in an ad space when there is no paying advertisement to fill the space. Typically filled with an advertisement promoting one of the website's services, products, or features.

Hyper-Local Targeting

A method for targeting ads to customers based on their vicinity or location. Targeting techniques can encompass a variety of data including geolocation, contextual element of media, user preferences, and more.

Hypertext Markup Language (HTML)

A set of codes called maekup 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 elemtents.

Hypertext Transfer Protocol (HTTP)

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


The process of generating, developing, and communicating new ideas.


An HTML document that allows content from another source to appear on a web page.

Image Map

A .GIF or .JPEG image with more than one linking hyperlink. Each hyperlink or hotspot can lead to a different destination page.

Immersive Experience

Highly visual, often social environment on a brand's website.


A single display of online content or advertisment to a user’s web-enabled device. Each time content or advertisment loads onto a users screen, the ad-server may count it as one impression

Impressions-Clicks-Conversions (ICC)

Impressions-Clicks-Conversions, key metrics, see Logs.

In-Banner Video

Generally displayed in IAB standard ad units.

In-Stream Video

Generally played or viewed from a video player.

In-Text Video

Generally user-initiated and triggered by relevant highlighted words within content.

Inbound Marketing

A marketing style that focuses on permission-based techniques that business can use to become found by potential customers, convert them into leads, and analyze the process along the way.

Incentivized Click

When a user clicks on an advertisement in order to receive a reward. This often results in low visitor quality.

Independent Media Trader (IMT)

Arms-length buyer and seller of advertising inventory offering execution services on behald of publishers, marketers, and/or agencies, and networks.

Independent Trading Desk

A third-party company that licenses and supports DSP technology to act as a trading desk for advertisers/agencies.

Information Architecture

The art of expressing a model or concept of information used in activities that require explicit details of complex systems. Among these activities are library systems, Content Management Systems, web development, user interactions, database development, programming, technical writing, enterprise architecture, and critical system software design.

Information on Demand (IOD)

Content delivered in the form of an alert.

Insertion Order (IO)

An order form signed by a business that confirms the details for an ad campaign.

Integrated Services Digital Network (ISDN)

Connections to the Internet faster than dial up, over copper phone wires. DSL has in large part replaced ISDN.

Interactive Advertising Bureau (IAB)

Made up of over 500 leading media and technology companies, IAB works to educate about the value of interactive advertising, as well as evaluate and recommend standards and practices (such as standard unit size).

Interactive Voice Response (IVR)

Phone technology that allows a computer to detect voice and touch tones using a normal phone call.


The moment at which the consumer starts thinking about a purchase.


A short video ad played to visitors between leaving one page and loading the next.

Internet Advertising Sales House (IASH)

Set up in 2005 by owners of ad networks, IASH was set up to protect business and establish a code of conduct for ad placement on the Internet. The Code forbids IASH members to sell inventory related to hate, indecency, bombs, guns, spyware, etc. It also sets out to provide transparency for the buyer.

Internet of Things (IoT)

The network of physical objects embedded with electronics, software, sensors, and connectivity to enable it to achieve a greater value and service by exchanging data with the manufaturer, operator, and/or other connected divices.

Internet Protocol TV (IPTV)

The use of a broadband connection to stream digital television over the internet to subscribed users.

Internet Service Provider (ISP)

A company that enables its customers to access the Internet (sometimes called Online Service Provider)

Interruptive Formats

Online advertising formats that appear on users' screens on top of web content (and sometimes before web page appears) and range from static, one-page splash screens to full-motion animated advertisements.

Interstitial Ads

Appear between two content pages. Also known as splash pages and transition ads.


A network based on Transfer Control Protocols/Internet Protocols (TCP/IP) that belongs to an organization and is accessible only by those with authorization.


The aggregated ad-space of publishers websites available to display online advertising

Invitation Unit

A small still or animated graphic that overlays directly onto video content. Typically used as a less-intrusive initial call-to-action. Normally when a viewer clicks or interacts with the invitation graphic, they expand into the ad's full expression, which may be a simple auto-play video or interactive experience.

Invocation Code

Code generated within an adserver that allows ads to show on a website accordingly to the placements defined where the code is positioned. It also dictates ad size.


Moscow based developer and Digilant partner. They are responsible for the design of Digilant's infrastructure as well as the integrations that control how data is passed between all the systems.

Island Position

An ad embedded within editorial content, with no ads bordering it.


A programming language designed for building applications on the Internet. It allows for advanced features, increased animation detail, and rel-time updates. Small applications called Java applets can be downloaded from a server and executed by Java-compatible browsers like Microsoft Internet Explorer and Netscape Navigator.


A dynamic object-oriented scripting and programming language. In the Adserver realm, JS code is embedded within an ad slot when an ad fills the space.

Joint Photographic Experts Group (JPEG)

Joint Photographic Experts Group (JPEG)


A fast and concise JavaScript library that simplifies HTML document traversing, event handling, animating, and Ajax interactions for rapid web development. Designed to change the way JavaScript is written.

Jump Page (Also Landing Page)

The page or view to which a user is directed when they click on an active link embedded in a banner, etc. Provided additional information and/or a mechanism to make a purchase.

Jump Page Ad

A microsite reached via click-through from a button or banner ad. The jump page itself can list several topics, which are linked to either the advertiser's site or the publisher's site.


A production strategy that strives to improve a business return on investment by reducing in-process inventory and associated carrying costs.

Key Performance Indicators (KPI)

A set of quantifiable measures that a company uses to gauge or compare performance in terms of meeting strategic and operational goals.

Key Value

A unique identifier that is used to match criteria for an ad request to the parameters assigned to ads. A match between the key value criteria in the ad request and ad targeting scheme makes an ad eligible for a particular ad request.

Keyword Density

The measurement of how frequently any given keyword sppears within a web page. Too high a density can result in a web page being categorized as spam, and too low a density can result on the page not being indexed.

Keyword Planner

Formerly Google Keywords Tool, this is a tool developed by Google that shows search volumes of different keywords, suggests similar keyword ideas, and shows search volumes and estimates by city and country.

Keyword Stuffing

The practice of using too many keywords in content in hopes of improving SEO. Search engines penalize this.

Keyword Targeting

Targeting content that contains specific keywords.


Short for "latitude and longitude:" the coordinates used to pinpoint an exact location on the glove, used in advertising for geotargeting consumers on mobile devices.

Latency Time

The time delay while advertising loads on a page.


Latino is Digilant's targeting system designed to reach the growing U.S. Latino audience. Targeting can be customized by the following features: behavior, brand safety, contextual relevance, custom segmentation, default browser language, geography, search, retargeting.



When a visitor registers, signs up for, or downloads something on an advertiser’s site. A lead might also comprise a visitor filling out a form on an advertiser’s site.

Lead Generation

Fees advertisers pay to Internet advertising companies that refer qualified purchase inquiries (e.g. auto dealers which pay a fee in exchange for receiving a qualified purchase inquiry online) or provide consumer information (demographic, contact, and behavioral) where the consumer opts into being contacted by a market. Often priced on a performance basis, and can include user applications or registrations.

Lead Product

A type of product or service that may be sold without profit or loss, and is used to help companies generate new customers.


728x90 pixels wide ad unit.

Learning Period

Initial period in a campaign, during which machine learning discovers best performing media and media characteristic combinations (e.g., time, geo, domain, size)

Legal Drinking Age (LDA)

The age a person much reach before they are alowed to legally buy and consume alcohol.


A continual broadcast of events in a person's life through digital media. Typically, lifecasting is transmitted through the internet and can involve wearable technology.


Lift (AdBoard)

Line Item

Unit of advertising sold by the publisher to the advertiser that specifies details of the sale (site, size, cost, dates, etc.).

Linear Video Ad

The video ad is presented before, in the middle of, or after the video content is consumed by the user, in very much the same way a TV commercial can play before, during or after the chosen program. One of the key characteristics of a linear video ad is that the user watches the ad in addition to the content as the ad takes over the full view of the video. Common linear video ad formats include pre-rolls, interactive takeovers, and short bumper vignettes that appear prior to the video content...

Link Bait

A slang SEO term associated with some forms of content that people would want to link to on your website. Diverse, high-quality links will improve SEO rankings.


Advertising assets are liquid when they can be bought and sold easily


Taking media and broadcasting it live over the Internet. The process involves a camera for the media, an encoder to digitize the content, a media publisher where the streams are made available to potential end-users, and a content delivery network to distribute and deliver the content.

Location Based Services (LBS)

A range of services that are provided to mobile subscribers based on the geographical location of their handsets, e.g. local deals and sat nav.

Log File

A file that records transactions that have occurred on the Web server. Some of the data include date/time stamp, URL served, IP address of the requestor, status code of request, user agent string, previous URL of requester, etc. Use of the extended log file format is preferable.


"We work with five types of logs: - No_bid - a record of all of the callouts that we do not bid on - Bid_all - the callouts we DO bid on (a small % of the total) - Impression - the acutions we actually win, and get to serve an ad - Click - the ads people clicked on - Conversion - ads that led to a conversion"

Long Tail Publishers

Small publishers or commercial websites with traffic levels that generally fall below the comScore 1000. These websites usually cover niche content or merchandise categories. Recommendation engines use a long-tail strategy to gain a competitive advantage. Ex. Netflix's customer profiling suggests niche movies that are likely to keep the user on their website.

Look-Alikes (Also Audience Modeling)

A data model that is built based on an advertiser's first-party data (usually from customers who visit frequently and make purchases). These attributes are then matched against a larger audience from third-party data sources to create a pool of similar and "pre-qualified" users.

Loss Leader

A type of product or service that is sold at a loss to help companies generate new customers. Companies hope the new customers gained from this type of sale will generate profits on future purchases.


An online person is someone who reads discussions on a message board, news group, social network, or other interactive system, but rarely or never participates in the discussion.


Mobile commerce; the ability to conduct monetary transactions via a mobile device, such as a WAP-enabled cell phone.

Main Channel

The next level of categorization for grouped websites under primary channel.


Adjustments made by a publisher to an advertiser to make up for a shortfall in contracted ad impresisons or errors.

Market Maker

A company that accepts principal risk or matches a client order seeking to profit by continuously bidding to buy on "cross" tradable digital media at a lower price than the price at which he expects to sell it, or by selling the media at a higher price than he expects he can buy it back. They make money in both rising and falling markets by taking advantage of the bid spread.


A content mashup contains multiple types of media drawn from pre-existing sources to create a new work. Digital mashups allow individuals or business to create new pieces of content by combining multiple online content sources.

Massive Multiplayer Online Role-Playing Game (MMORPG)

Any of a variety of three-dimensional, highly-immersive, PC or console-based video game where many players interact, competing or co-operating to achieve goals in real time.

Media Performance Data

Data that comes from running a digital media campaign, mostly measured in impressions, clicks, landing page conversions, etc.


Data that provides information about other data. This includes descriptions of the characteristics of information, such as quality, origin, context, content and structure.

Microblog (Also Microsharing)

The act of broadcasting short messages ot other subscribers of a Web service.


A mini website design to promote a specific portion or brand from a larger corporate site. Often used with contests or as a landing page for a specific promotion.


A video ad that plays during video content. This is similar to the standard TV commercial model.


Of or relating to cellular phones, handhelds computers, and similar technology.

Mobile Advertising

A form of advertising that is communicated to the consumer/target via a handset. Most commonly seen as a Mobile Web Banner Ad (top of the page) Mobile Web Poster (bottom of the page banner), full screen interstitial (appears while requested page is loading), SMS and MMS Ads, Mobile Gaming Ad, and Mobile Video Ad.

Mobile Agency Service (MAS)

Technology that underpins the media, planning and buying. Tools are used to track, optimise and report on services.

Mobile Applications

Online tools, games and resources simplified and optimized for the mobile screen and appearance.

Mobile In-App

Digital activity that occurs in a mobile application when the application is open.

Mobile Internet Advertising

A form of advertising via mobile phones or other wireless devices (excluding laptops). This type of mobile advertising includes mobile web banner ads, mobile internet sponsorship and interstitials (which appear while a requested mobile web page is loading) as well as mobile paid-for search listings. Mobile internet advertising does not include other forms of mobile marketing such as SMS, MMS and shortcode.

Mobile Marketing

The use of wireless media as an integrated content delivery and direct response vehicle within a cross-media or stand-alone marketing communications program.

Mobile Privacy Guard

Ability to inject "smart" noise into mobile data to ensure complete anonymity to the consumer while still maintaining data value to the marketer.

Mobile Rich Media Ad Interface Definitions (MRAID)

"IAB project to create a standardized set of commands, designed to work with HTML5 and JavaScript, for the devlopment of mobile rich media ads that will run in mobile apps. - MRAID v1.0: Rich media vendors who are MRAID v1.0 compliant may self-attest that they offer full support for that version of the specification. - MRAID v2.0: A self-administered objective compliance test required for an MRAID v2.0 compliance seal. The 6 test ads are: single-part expandable, two-part expa...

Mobile Web

Access of the world wide web/use of browser-based Internet services, through a handheld mobile device.


The process of converting existing traffic to a website into revenue. Ex. Pay per click (PPC), cost per impression (CPI/CPM), and conversions.


Mongo DB is the database that stores information about all known users (over 400 million). Real-time bidding requires a lot of computational power and bidding systems must respond to callouts within 150 milliseconds. Any kind of decision-making process needs to run extremely fast, and it also needs to handle a huge amount of data. Our cookie pool contains about 400 million users and counting. So if the bid logic algorithm needs to look up a piece of data related to the given user coming in th...

Moving Picture Experts Group (MPEG)

A file format that is used to compress and transmit movies or video clips online.


Multi-site Company

A single entity that owns and operates multiple websites, each under a separate domain.

Multimedia Messaging Service Message (MMS message)

A message sent via a Multimedia Messaging Service that contains multimedia objects.

Multiple Purpose Unit (MPU)

300 x 250 pixels-wide ad-unit.


Describes a variety of digital ad formats that imitate the visual and/or editorial style of the content around them. As an alternative to display advertising, this attempts to create greater synergy between the publisher content and advertiser messaging.

Native App

Native app advertising refers to ads shown to users through mobile apps on their device. It is contrasted with mobile web advertising, in which ads are shown to users through mobil browsers. Typically, mobile web and native app ads have different formats and capabilities, and are sold as separate media.

Natural Search Results

The 'natural' search results that appear in a separate section (usually the main body of the page) to the paid listings. The results listed here have not been paid for and are ranked by the search engine (using spiders or algorithms according to relevancy to the term searched on. Also called organic search results.

Near Video On Demand Service (NVODS)

The delivery of film and television programming from a server via a cable network or the internet. Like VOD these services are nonlinear.

Network Effect

The phenomenon whereby a service becomes more valuable as more people use it, thereby encouraging ever-increasing numbers of adopters.


The process of using a recent story or event in the news and applying it to your organization for marketing purposes.

Non-Human Traffic (NHT)

Refers to webpage and ad views generated by computer algorithms ("bots"). Fraud perpetrators use NHT to generate large quantities of ad impressions for sale to advertisers. This may also refer to legitimate bots such as Google's web crawler (these bots are generally identified by the wbesite and do not generate ad impressions).

Non-Linear Video Ad

"The ad runs concurrently with the video content so that the users see the ad while viewing the content. Non-linear video ads can be delivered as text, graphical ads, or as video overlays. Common non-linear video ads can be delivered as text. - Overlays which are shown directly over the content video itself. Note that an overlay ad can also be delivered over a linear ad experience, generally prompting the user to interact with the ad when the user mouses over the ad. Ex. The ads t...

Non-personally Identifiable Information (Non-PII)

Information that may correspond to a particular person, account or profile, but is not sufficient to identify, contact or locate the person.

Non-session Data

Information that cannot be gleaned from a current, single event of a visitor.

Offer-Based Ad

A clickable ad with a discount/offer for a product or service.

Offsite Optimization

Techniques that help a website rank well and take place off the page or site. This is most often approached by building external links, guest blogging, and sharing content through social media.

On Device Portal

Portal infrastructure downloaded to handset, using a technology such as Java or Flash. Some data is cached on device, so no connection is required for the user to browse the basic content set.

Online Data Provider

The definition of an “Online Data Provider” is broad and includes a number of players and data types, such as companies like Experian (Financial data), Nielsen (demographics and psychographic data) and OwnerIQ (purchase history). Who Uses: Advertisers and their agencies, Ad Networks, DSPs, Data Exchanges. Also called a data aggregator.

Online Preference Marketing (OPM)

Information is collected over time, and across web pages and WAP sites, to predict subscriber characteristics, behaviour and/or preferences for use in ad delivery on the mobile  web.

Online Privacy Alliance (OPA)

A group of corporations and associations that have joined to introduce and promote business-wide actions that create an environment of trust and foster the protection of consumers' privacy online.

Online Publisher

A creator and/or aggregator of online content, which often monetizes user visits by displaying advertisements.

Onsite Optimization

A number of techniques to help a website perform well in search engines including headings, keyword placement and density, meta tags, and descriptions, and the ability to be easily shared through social networks.

Open Ad Exchange (Also Open Marketplace, Open Auction)

An ad buying and selling environment in which the publisher allows buyers to access their inventory. This is usually remnant or unsold inventory. The exchange does not buy impressions up-front, but impressions are still bought and sold on an impression level. There is usually no direct relationship between the buyer and seller in an exchange model so it may be a blind transaction. Advertisers may not know which publishers they are buying from (and vice versa) because they may be transacting t...


The process where a subscriber provides explicit consent, after receiving notice form the mobile marketer.


The process where a subscriber revokes consent, after receiving notice from the mobile marketer.


Process of refining an advertising campaign so that it will perform more favourably for the advertiser, and extend reach, boost click-throughs and conversions etc.


The name of a group of line items in the ad server.

Order Management System (OMS) – Salesforce

Out of Home (OOH)

Advertising placements that appear in public places; ex. billboards, airports, grocery stores, etc.

Over the Air (OTA)

A method of distributing new software updates to handsets.

Over the Top (OTT)

Access to premium content through any device that connects to the Internet, often marketed as TV Anywhere/TV Everywhere; offers subscribers the ability to watch programming on any device they own.


To serve more impressions than was intended in an ad ccampaign.


A graphical ad that is displayed whilst a video is playing.


The rate at which ads are served.

Packet Sniffer

A program used to monitor and record activity and to detect problems with Web transactions on a network.

Page Index

A feature that produces a list of URLs for targeting based on input seeds: keywords or domains/URLs.

Page Rank (PR)

Google technology developed for placing imporance on pages and web sites. At one point, PageRank was a major factor in rankings, but now it is one of the hundreds of factors that determine a page's rankings.

Page View

Unit of measure that tracks the number of times a user loads a particular web or WAP page.

Paid for Listings

The search results list in which advertisers pay to be featured according to the PPC model. This list usually appears in a separate section to the organic search results- usually at the top of the page on the right hand side.

Paid Inclusion

In exchange for a payment, a search engine will guarantee to list/review pages from a website. It is not guaranteed that the pages will rank well for particular queries – this still depends on the search engine's underlying relevancy process.

Pass Rate (Also Pass-Through Rate, Pass-Along Rate)


An impression offered to a media buyer with the right of first refusal, such that when this right is exercised the impression is offered to another media buyer.

Passback Tag (Also Default Tag)

When an ad partner chooses to pass on the opportunity to capture or serve an ad impression they "default" on the opportunity. The tag that is called during the process is called a default or passback tag.

Pay Per Click (PPC)

Allows advertisers to bid for placement in the paid listings search results on terms that are relevant to their business. Advertisers pay the amount of their bid only when a consumer clicks on their listing. Also called sponsored search/ paid search.

Pay Per Lead

The commission structure where the advertiser pays the publisher a flat fee for each qualified lead (customer) that is referred to the advertiser’s website.

Pay Per Sale

The commission structure where the advertiser pays a percentage or flat fee to the publisher based on the revenue generated by the sale of a product or service to a visitor who came from a publisher site.

Pay Per View (PPV)

An ecommerce model that allows media owners to grant consumers access to their programming in return for payment. Micro payments may be used for shorter programming whist feature films may attract larger sums.

Payment Threshold

The minimum accumulated commission an affiliate must earn to trigger payment from an affiliate program.

Performance Marketing

Techniques and campaigns by which the advertiser pays only for results. Measured by cost per action (CPA), cost per sale (CPS), cost per lead, or cost per click (CPC).

Performance Pricing Model

An advertising model in which advertisers pay based on a set of agreed upon performance criteria, such as a percentage of online revenues or delivery of new sales leads.

Permission Level

The level of permission a mobile subscriber has granted to a specific carrier or service or wireless content site to receive advertising messages from them.

Permission Marketing

A process where marketers obtain permission before advancing to the next step in the purchasing process. Ex. asking permission to send e-mail newsletters to prospective customers. It is mostly used by online marketers, particularly e-mail and search marketers.

Persistent Cookie

Cookies that remain on a client's hard drive until they expire (as determined by the website that set them) or are deleted by the end user.


Aggregating previous online activity to match non-ad related information to users. This can be done with personalization software.

Personally Identifiable Information (PII)

User data that could be used to uniquely identify the consumer. Examples include name, social security number, postal address, and email address.


An illegal method of redirecting traffic from another company’s website (such as a bank) to a fake one designed to look similar in order to steal user details when they try to log in.


An illegal method whereby legitimate looking e-mails (appearing to come from a well-known bank, for example) are used in an attempt to source personal information that can be used to steal a user's identity.

Piggyback Beacon

A named code snippet returned to the browser when a user triggers another beacon it is associated with.

Piggyback Pixel

An image tag or code that redirects a user browser to another pixel not directly placed on the publisher page.


An HTML object or code that transmits information to a third-party server, where the user is the first party and the site they are interacting with is the second party. Pixels are used to track online user activity, such as viewing a particular web page or completing a conversion process. See ad creative pixel, conversion pixel, publisher pixeland piggyback pixel.

Pixel Logs

When a user visits a page with our pixel, we get informed about this “pixel fire” – the whole point of having a pixel on a page. Information about the pixel fire goes into the pixel log data. This data set is larger than Click but smaller than Impression.

Platform for Privacy Preferences Project (P3P)

Browser feature that analyzes privacy policies and allows a user to control their provacy needs.

Point of Purchase (POP)

The moment when a consumer is about to buy something; often advertisers will place an ad or special offer to increase the pending purchase.


Polarity (AdBoard)

Polite Loading

Fixed online advertising placements that load and display additional Flash content after the host page on which the advert appears has finished loading.


An ad that appears in a separate window beneath an open window. Pop-under ads are concealed until the top window is closed, moved, resized or minimised.


An online advert that ‘pops up’ in a window over the top of a web page.


Engaging with users after they've clicked on a creative.

Post-click Conversion

A conversion that takes place after the user has clicked on an ad/impression.


A short video ad that plays after the video content is complete.


Engaging with users after they've been served an impression.

Post-view Conversion

A conversion that takes place after the user has been served an ad/impression but didn't click on it (in contrast to a PCC).

Potential Reach (AdBoard)

The estimated number of people in a defined audience that one can expect to reach with a chosen budget.


Storing advertising or content in a computer's RAM or hard disk memory before it is displayed on the user's screen, rather than at the time that it plays, to reduce delays in rendering.

Pre-roll Video

Inserted before the main video. While the pre roll plays, a few items on the tool bar are disabled, which prevent the user from fast-forwarding through the commercial.

Premium Inventory

Ad space on a site that a publisher has deemed higher-quality, and subsequently attempts to sell it at a higher price. Inventory could be deemed premium because it is above-the-fold, on a popular section of the site, or for other reasons. Historically this inventory was sold through the publisher's direct sales team, but now it is also being sold more often on direct guaranteed platforms.

Private Marketplace (Also Private Auction, Private Exchange, Closed Auction)

Private marketplace is a type of programmatic advertising that refers to an RTB, invitation-only, auction environment for digital advertising that leverages publishers' online ad inventory, typically to a select number of advertisers. Inventory is bought and sold at an impression level and is a one-on-one deal between publisher and buyer, facilitated through a private marketplace. It allows publishers to monetize their inventory more efficiently and place rules around who can purchase impress...


The collection of attributes describing segments, clusters or aggregated data, including prior online activity of a user.

Profile Aggregator

Collects data from various third-party sources to generate behavioral profiles.

Profile Database

A server-side store of behavioral profiles.

Programmatic Advertising

The automation of buying and selling digital media. Advertisers use this technology to more efficiently bid on digital ad inventory, with less (and sometimes no) direct communication with people. It reduces much of the manual back and forth that comes with the middle steps of buying and selling, including IOs.


See online publisher.

Publisher Ad-tag

See ad-tag.

Publisher Pixel

An object embedded in a web page (typically a 1x1 image pixel) that calls a web server for purposes of tracking some kind of user activity.

Pull Message

Any content sent to the wireless subscriber upon request.


The user activity of completing an e-commerce transaction.

Push Message

Any content sent by or on behalf of the advertisers to a wireless mobile device at a time other than when a subscriber requests it.

Quartile Reporting

Reports of how often a video is played to its 25% and 75% points.

Queries Per Second (QPS)

The raw number of bid requests that Digilant receives, including inventory that is not bidded on, and inventory that gets pre-filtered. A measure of our potential to fulfill our campaign obligations.

Quick Response (QR) Code

A two-dimensional matrix bar code that is used to identify products. It can store up to 4,296 alphanumeric or 7,089 numeric characters. Depending on th elevel of error correction applied, it can restore 7-30% of the missing data.

Rate Card

The list of advertising prices, products, and packages offered by a seller.

rCPM (Real Cost-per-Thousand/Milli)

More accurate than CPM and eCPM. This provides the "real" worth because it takes into account the total imps that occurred, not just the ones that paid. Calculated by: rCPM = Revenue/(Total Imps/1000)

Reach Extension (Also Audience Extension)

A process by which a publisher helps advertisers find more targeted audiences, besides the ones already visiting a publisher's owned and operated properties, on other sites. In this case, the publisher would be selling ad inventory on other sites to the marketer.

Real Time Bidding (RTB)

Each bid is dynamically generated and returned to the media vendor on an impression by impression basis.

Real-Time Search

The method of indexing content being published online into search engine results with virtually no delay.

Really Simple Syndication (RSS)

Metadata about content that enables a website to distribute new content with identical metadata to a subscriber of the feed.

Reciprocal Link

When two web sites link to each other.

Referring URL

The address of the web page that a user previously visited prior to following a link.


The user activity of subscribing to a website or requesting additional information by filling in PII.


An ad slot that was unable to be filled because of a criteria issue. Ex. Ad size.

Remnant Inventory

Ad space on a site that a publisher has been unable to sell, so it is typically given a lower-cost and is considered undesirable. To be sold, it is usually offloaded to ad networks or blind RTB exchanges.

Request for Proposal

A request from an advertiser, brand, or media agency for a publisher to submit a bid to win their business for an ad campaign. A RFP typically outlines rates, time, cost, technical specs, audience, and units.

Reserved Inventory

Ad space on a website that is set aside for an advertiser for an established price. It is typically purchased through automated guaranteed methods.

Responsive Website

A website that resizes and adjusts its formatting based on the device that is used to view it.


The ability to serve advertising to defined user groups that have already satisfied a criterion such as having viewed and ad, clicked on an ad, seen a specific page, or bought and item, etc.


Ability to keep customers satisfied to increase the likelihood that they will buy from the same company again.

Return on Advertisement Spending (ROAS)

A key performance indicator (KPI) that is used to determine media effectiveness.

Return on Investment (ROI)

The measure of whether a marketing investment pays for itself and more.

Revenue Share Model

A partnership between a publisher and ad provider where profits from ad serving are split as per terms agreed upon.

Rich Media

Rich media ads contain images or video and involve some kind of user interaction. These may also include special placements and movement.

Rich Site Summary (RSS) Reader

Software or website that aggregates syndicated content (e.g. news headlines, blogs and podcasts) into a single location for easy viewing.

Right Media Exchange (RMX)

Yahoo's Right Media Exchange; Shut down in 2014

Rising Stars

Premium ad units that run from or instead of a standard IAB unit. The specs of the unit are defined by the IAB in an attempt to scale out rich media advertising and normalize units so they can be sold and served more often. Standard rising star units include billboard, filmstrip, sidekick, slider, portrait, and pushdown. (More at:

Roadblock (Also Takeover)

When an advertising campain creative is the only breand on a particular page or website, taking over all ad sizes at once. This can be controlled in the setting of an ad server.

Run of Category (ROC)

A banner that can appear anywhere within a categoy on a web site or ad network.

Run of Network (RON)

An ad or campaign that runs throughout the entire ad network.

Run of Site (ROS)

The Ability to purchase an ad which will run and alternate on any of the pages of that chosen publisher's website.

Screen Scraping

A way of collecting information from a web page whereby a remote computer program copies information from a webstie that is designed to display information to a user.

Search Engine

A website that provides a searchable index of online content, whereby users enter keywords describing what they are seeking and the website returns links related to this search query.

Search Engine Optimization (SEO)

The process of affecting the visibility of a website or a web page in a search engine's unpaid results - often referred to as "natural," "organic," or "earned" results. This is achieved through optimizing meta tags, headings, and body content.

Search Engine Results Page (SERP)

The list of results provided by a search engine after a search query is made.

Search Retargeting

When an ad is displayed to users who enter a particular keyword or term into a search engine.

Search Targeting

A method that enables advertisers to show an ad based on one or more searches or search click events.

Second Price Auction (Also Vickery Auction)

An auction where the winner of the impression typically pays one cent above the second highest bid.


Describes content on one device (e.g. a tablet, smartphoone, or computer) that provides contextual information for programming (e.g. on television).


A set of users who share one or more similar attributes.

Segment Pixel

Data from the pixel code can be used to track users who visit advertiser pages for audience segments.

Sell Through

The number of ad slots sold to an advertiser in relation to available inventory. Usually expressed as a percentage.

Semantic Targeting

A type of contextual targeting that also incorporates semantic techniques to understand page meaning and/or sentiment.


Normally referred to as the attitude of user comments related to abrand online.

Server Pull

A process where a user's browser maintains an automated or customized connection or profile with a Web server. The browser usually lets up a unique request that is recorded and stored for future reference. Ex. Requests for the automated delivery of e-mail newsletters.

Server Push

A process where a server maintains an open connection with a browser after the initial request for a page. Through this open connection the server continues to provide updated pages and content even though the visitor has made no further direct requests for such information

Service Level Agreement (SLA)

The part of a service contract where the service is formally defined.


1.) A sequence of Internet activity made by oneuser at one site. If a user makes no request from a site during a 30 minute period of time, the next content or ad request would constitute the beginning of a new session 2.) A series of transactions performed by a user that can be tracked across successive Web sites. Ex. In a single session a user may start on a publisher's Web site, click on an advertisement and then go to an advertiser's Web site and make a purchase.

Session Cookies

Cookies that are temporary and are erased when the browser exits at the end of a web surfing session.


The process for carrying out Digilant's look-alike modelling.

Share of Voice (SOV)

Percentage of a publisher's inventory that an ad campaign controls during the course of a campaign. The higher the share, the more control.

Shopping Bot

Intelligent agent which searches for the best price.

Single-site Publisher Analytics

Software or services that analyze information about users, including metrics such as unique visitors and site usage. The collected data is used only on behalf of the site from which the data is collected.

Site Retargeting

A method that enables advertisers to show an ad when they are on third-party websites.

Site Skin

Creative that appears behind the content of the webpage. Typically takes over the borders of the website and produces very high engagement (it may also take over the 728x90 if that unit runs outside of the site's frame).

Site/Page/Position Transparency

Ability for the buyer of media (typically an advertiser) to understand the location and context within which the media will be displayed. Transparency can be at the level of web property (site), page content (page) or position (specific location within page).


120x600 pixels wide ad-unit


Reporting interface that collects and maps campaign data. Its allows for visualisation and analysis of campaign activies over a specified time period. (Developed byIPonweb)

Slotting Fee

A fee charged to advertisers by media companies to get premium positioning on their site, category exclusivity, or some other special treatment. Similar to slotting allowances charged by retailers.


Primarily internet or cellular phone-based applications and tools to share information among people.Includes social media networking websites like Facebook and Twitter, and bookmarketing websites like Digg or Reddit.

Social Bookmarking

A method by which users locate, store, organize, share, and manage bookmarks of Web pages without being tied to a particular machine. Users store lists of personally interested Internet resources and usually make these lists publicly accessible.

Social Commerce

New online retail models or marketing strategies that incorporate established social networks and/or peer-to-peer communication to drive sales.

Social Media Optimization (SMO)

A set of practices for generating publicity through social media, online communities, and social networks. The focus is on driving traffic from sources other than search engines, or improving search ranking.


Unsolicited "junk" e-mail sent to large numbers of people to promote products or services. Also refers to inappropriate promotional or commercial postings to discussion groups or bulletin boards.

Splash Page (Also Interstitial)

A preliminary page that precedes the user-requested page of a Web site that usually promotes a particular site feature or provides advertising. A splash page is timed to move on to the requested page after a short period of time or a click. Splash pages are not considered qualified page impressions under current industry guidelines, but they are considered qualified ad impressions.


Computer software that is installed surreptitiously to intercept or take partial control over the user’s interaction with a computer, without the user’s informed consent.

Static Ad Placement/Static Rotation

1.) Ads that remain on a Web page for a specified period of time 2.) Embedded ads

Supply Side Platform (SSP)

Also called a sell-side platform. Provide outsourced media selling and ad network management services for publishers. Sell-side platform and ad networks business models and practices are similar. Sell-side platforms are typically differentiated from ad networks in not providing services for advertisers. Demand Side Platforms andad-networks often buy from Sell Side Platforms.

Synthetic Product

In the financial industry, a product created artificially by combining the feature of a sollection of other assets to create a "simulated" product.


A mobile computer with a touchscreen display, circuitry, and battery in a single unit.

Tag Management

The ability to centralize control of your analytics tools, tests, marketing tags and other tag-based technologies.


The process of placing a pixel on an advertiser's website or landing page to "tag" or track user visitors. This allows the advertiser to then re-market offers to the visitor via e-mail or other marketing channels.

Targeted Advertisements

An advertisement that is shown only to users exhibiting specific attributes or in a specific context or at a particular time of day.


The conception, naming and classification of audience attributes.

Third Party Ad Server

Technology that pushes ads to websites and allows performance to be tracked against them. Almost all online advertising is delivered or tracked by a 3rd party ad server.

Third party cookie

A cookie that belongs to a domain different from the one shown in the adress bar. These typically appear when pages feature content from external websites, such as banner advertisements.

Third Party Data

Data assets available for purchase via a data exchange that is derived from other marketers or publishers across the internet, or from offline data aggregators. 3rd Party Data Collection Certification is a program for companies that collect either personally identifiable information (PII) or non-personally identifiable data about users' activities on the internet.

Time-based Targeting

A method that enables advertisers to show an ad only on certain days of the week or times of the day (also known as Day-parting).

Top-Level Domain (TLD)

The three letters at the end of an Internet domain name that denote the type of organization that owns the website. Ex. .com for a commercial organization or business or .edu for educational institutions.

Tracking Pixel

A method for tracking actions in which the advertiser places an image tag representing a 1x1 pixel on the page that is displayed immediately after the action being tracked.

Trading Desk

Audience driven media buying across display, video, mobile and social using data warehousing, optimization accross various pools of inventory.

Trap Door

A banner type that leads to a page which does not let visitors return to the page the banner featured on.

True Advertising Quality (TRAQ) Score

A metric created by Integral Ad Science that evaluates critical environment and exposure variables. By assessing every single campaign impression, this relays a comprehensive and holistic appraisal of media quality for advertisers.

TV Syncing

By using geolocation, behavioral data, and device signals, TV syncing triggers the serving of online ads in real-time on second screens to coincide with brand ads being shown on TV, allowing advertisers to regain the attention of a distraction audience.

Two-Way Conversation

Engaging with consumers on a personal level, brand-to-person, via social networks (the opposite would be a one-way conversation, in which a brand dominates the exchange).


May stand for User Identifier or Unique Identifier.

Uniform Resource Locator (URL)

The technical name for a web address. This allows one to locate services via the Internet.

Unique Selling Proposition (USP)

The nuances that differentiate goods and services from their competitors.

Unique User

An individual user that has interacted with online content, which is smaller than or equal to the number of cookies observed.


The population of an audience being measured.

Unreserved Fixed Rate Digital Media Inventory

Incorporates a one seller-to-one-buyer participation. Prioritization in the ad server, the deal ID, data usage, transparency to buyer, and pricing floors impact this.

Unreserved Inventory

Ad space on a website that is available for advertisers to purchase or bid on.

Up Sell

A technique by which additional offers are made to a customer inbetween committing to a sale and completing their transaction.

URL Classification Engine (UCE)

Filters websites based on content.

User Agent

Text sent as part of the HTTP protocol that identifies aspects of the software accessing the Internet and the web-enabled device on which it is running - i.e. the web browser. This information typically includes the application name, its version, the host operating system, and the user-preferred language.

User Interface (UI)

User Interface - See AdBoard.

User List

A list of cookies that are specifically required to be served on.

User Time Window (UTW)

Internal term related to targeting users based on the time they've been associated with a list or third-party segment.

Value Proposition

The intersection of the product and the customer's need; capability impact, proof, and cost.

Variable Name (AdBoard)

Video Ad Serving Template (VAST)

IAB term for a common protocol that enables ad servers to use a single ad response format across multiple publishers/video players.

View-Through Conversion (VTC)

View-Through Conversion (VTC)

Viewability (Also Viewable Impressions)

The fraction of delivered impressions that are viewable impressions, and is typically measured by verification. An online advertising metric that aims to track only impressions that can actually be seen by users. The Media Ratings Council's standard for a viewable display impression is a minimum of 50% of ad pixels in view within the browser for a minimum of one second.


A person, place, thing, photo, or thorugh that quickly spreads across the Internet.


The set of interactions between a user and a website. Because the internet is a statless environment, there is no end-of-visit event to signal to the website when the visit is ended. The visit is measured by the set of interactions with less than a set duration of minutes between these interactions (e.g. 30 minutes of inactivity ends the visit).


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Voice Broadcast

Sending a pre-recorded voice message to a large set of phone numbers at the same time. Can either be a voice call or voice mail.

WAP (Wireless Application Protocol)

Mark-up language developed specifically for wireless applications to enable optimum usage of the limited display capabilities of a handset. WAP 2.0 is now an increasingly popular format of choice for mobile web. Relies on a new set of standards that are more in line with Internet standards. Using xHTML, mobile carriers, content providers and media companies can present content and functionality in more robust formats via faster wireless technologies.

Weather Targeting

Location-based data to target ads based on real-time weather conditions, temperature, wind speeds, and humidity.

Web-enabled Application

A user-facing program installed on a device that enables users to access the Internet. Examples include browsers, widgets and toolbars.


The development of positive URL/domain lists to be targeted, derived from past performance, algorithmic decisioning, and client direction.

Wide Sky

160x600 pixels wide ad-unit

Win Rate

The number of impressions won oveer the number of impressions bid.

Wireless Application Protocol (WAP) Site

A web site that is specifically designed and formatted for display on a mobile device.

Wireless Text Messaging

Sending short text messages between cell phones, pagers, or other haldheld devices. Messages are sent through SMS.

Yield Optimization

Method relied on by publishers to determine what their ad impressions will be worth and how to manage the flow of inventory to maximize revenue.

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