New Adtech & Video Advertising Glossary

Connected devices have become commonplace in our daily lives, and unless you are living off-grid (and reading a printed version of this article), chances are you’ve been served thousands of ads just today. The technology behind these personalised and targeted advertisements is unbelievably intricate, and anyone unfamiliar with the industry would be baffled by the complexity that drives the advertising ecosystem. 

The players, technology, and processes involved in serving a targeted online video or advanced TV advertisement to an individual on a one-to-one basis can be hard to comprehend. Add to that the various acronyms and constantly-evolving terminology used to explain the adtech industry, and the complex becomes even more complicated.   

Unfortunately, there aren’t a lot of resources out there to help people make sense of it all. That’s why our marketing and product education teams joined forces to create an adtech glossary that people can turn to in order to gain a better understanding of all things adtech. 

While this glossary isn’t complete by any means, and will forever expand and need tweaking — just like our rapidly evolving industry —  it’s certainly a start worth sharing.  

Who is this resource intended for? 

  • Digital marketers and business development executives in the broadcast, publishing, and entertainment industry who seek to monetise their portfolio 
  • Advertising professionals working for brands or agencies
  • Adtech-ers, developers, engineers involved in building advertising solutions
  • Anyone interested in understanding how the online and TV advertising industry works

How to use this resource

The glossary lives here on the smartclip website, and is available for anyone to use. 

Search for your favourite — or your least favourite — adtech term in the search bar or browse using the word bar. 

Each word has its own page with more information so you can bookmark or share individual terms as required.

If you would like to receive more information on a specific term or cannot find your word in question, feel free to connect with


Various experts across EU markets and departments at smartclip contributed to the creation of this glossary. However, collating and defining these terms would not have been possible without the project management of Nicole Gallegos, Commercial Product Manager, in close collaboration with Mariana Berezin, Senior Manager Platform Consulting & Training, and Aurelie Bombrun, Manager Platform Consulting & Training. This international and cross-functional project required immense focus on translating complicated technical concepts into comprehensible definitions for a general audience. Hats off to the team for this feat.

Shira Leffel

Shira Leffel is the VP of Marketing & Product Education and is responsible for leading the central European marketing and product education department at smartclip. She has lived and worked in the United States, Canada, Israel, Mozambique, Brazil, and now Germany. Shira comes with extensive experience in marketing for B2B technology startups. She has built out marketing teams and strategies—her core expertise lies in content strategy, most notably inbound content marketing. Shira graduated Summa Cum Laude and First in Class with an M.A. from Tel Aviv University, and First Class Honours with a B.A. from the University of British Columbia.

Shira Leffel
VP Marketing & Product Education

Anne Lusczyk is a Senior Business Product Manager at smartclip. Anne started to work at smartclip in 2010 and has worked for various departments since then. Starting her career at a traditional German broadcaster, Norddeutscher Rundfunk, she decided to join the digital adtech industry after her studies which she has been part of since 2007. Anne has a diploma in Applied Media Science.

Anne Lusczyk
Head of Platform Consulting & Training