Ad avails are the aggregate number of ad impressions a site has available for ads. The website owner or publisher can sell the inventory directly to advertisers or outsource sales via an online intermediary such as an ad network or ad exchange.
An ad call is a call for an ad to fill an empty slot on a web page or app. The user’s browser or a web content server sends the request to an adtech platform (ad server or ad exchange), including the information required for ad serving and reporting, such as publisher ID and location. The adtech platform then sends an appropriate ad to fulfil the request.
A type of sophisticated invalid traffic (SIVT), ad clutter refers to when the number of ads within the user’s viewport is too high. For example, more than four ads in the viewport could count as ad clutter, and the impression might count as invalid.
An ad exchange is a dynamic auction-based online marketplace where unsold ad inventory is bought and sold for a range of mediums, including video and display.
A form of invalid traffic (IVT), ad injection is when ads are inserted on apps, web pages, etc. without the consent of the publisher or site operator.
An ad network is an intermediary or broker that connects multiple publishers with multiple advertisers.
Ad Operations / Ad Ops
Ad operations/ad ops is a department, team, or function within a company responsible for managing ad campaigns, including set-up, delivery, monitoring, optimisation, and reporting. Can be on the advertiser or publisher side and will use various ad-related technology platforms.
An ad pod is a group of ads that are sequenced together to be played back-to-back within a single ad break/placement, similar to ad breaks in traditional linear TV. Ad pods give publishers the opportunity to maximise revenue from each ad break and give advertisers more control over ad positioning.
An ad server is advertising technology that stores, manages, and delivers ads to browsers and apps, making automated decisions as to what ads to send based on campaigns and deals.
Ad stacking is a form of fraud where multiple ads are stacked on top of each other in one single ad placement, but only the top ad is visible to the user.
Ad verification is an automated impartial service that provides information on the delivery and display of ads. Core use cases for ad verification include invalid traffic (IVT) detection, blocking, and viewability.
Addressable TV (ATV)
Addressable TV (ATV) is targeted advertising within broadcaster content. Real-time ads are targeted on a one-to-one device-level basis, so different households watching the same TV programme are shown personalised ads according to specific criteria, such as demographic profile, viewing behaviour, interests, and location.
An abbreviation of advertising technology, adtech refers to the platforms and systems used throughout the digital advertising chain by advertisers, agencies, publishers, and other companies.
An advertiser is any entity (individual, brand, agency, etc.) looking to promote a specific message, brand, product, or service via advertising on TV, radio, apps, websites, billboards, etc.
Agency Trading Desks (ATDs)
Agency trading desks (ATDs) are media agency departments that handle digital advertising buying – including programmatic, bid-based buying – for the agency’s clients, using demand-side platforms (DSPs) and other buying technologies.
Aggregators are organisations, websites, or software applications that collect information from different sources and consolidate it in one place. In digital advertising, ad networks can aggregate publishers’ unsold ad inventory and offer it to advertisers at scale.
An algorithm is a set of defined rules/instructions to be followed to solve a problem or perform a task, function, or sequence of operations. In digital marketing, algorithms form the basis of multiple functions, such as search engine rankings, audience segmentation, and data analysis.
Application Programming Interface (API)
An application programming interface (API) is a programming method/code or set of defined rules that allow applications and programmes to automatically exchange data and share features.
ASAP is a smartx pacing setting where the ad server will try to deliver as many impressions as possible from the beginning of the campaign, until 100% of the campaign’s goal has been reached. ASAP pacing might be selected if an advertiser is running a time-sensitive campaign and wants to reach consumers as quickly as possible. See also, Pacing.
Auction-based pricing is a dynamic pricing model that ensures the prices paid for ad impressions are based on market demand.
The core function of any supply-side platform (SSP), auctions are online marketplaces where buyers place real-time bids for publishers' ad inventory.
Audience buying is the buying of audience segments to target specific users. Using first- and third-party data and supported by programmatic platforms, advertisers are able to select audience segments and build targeted campaigns.
Audience measurement counts how many people are being reached by online content and collects data on those viewers and their interactions with the content.
Audience segments are subgroups of an overall audience, defined via criteria such as demographics (age, gender, income), geolocation, behaviour, interests, purchasing habits, or lifestyle. Advertisers can focus their ad buying on inventory that will display to the audience segments identified as being most likely to engage with their product, service, or message.
Auto-refresh is any online operation that is programmed to be refreshed automatically based on predetermined triggers. In digital advertising, a page ad unit will be programmed to regularly request a new rendered asset to display according to the publisher’s auto-refresh settings, which could be based on user activity, when other content refreshes, or time intervals. This can allow a publisher to maximise ad revenue per user session.