Glossary

a

Ad agency

Ad call

Ad exchange

Ad network

Ad server

Ad tag

Ad completion rate

b

Bid request

Blind inventory

Browser request

Branding campaign

c

California Consumer Privacy Act (CCPA)

Click-through rate (CTR)

Comma-separated values (CSV)

Connected TV (CTV)

Console seat (demand side platform)

Cost per action (CPA)

Cost per mille (CPM)

Cost per click (CPC)

d

Demand-side platform (DSP)

Designated market area (DMA)

Direct response/performance campaign

DoubleClick Bid Manager (DBM)

Dynamic Creative Optimization (DCO)

g

General Data Protection Regulation (GDPR)

h

Header bidding

i

Interactive Advertising Bureau (IAB)

Impression

k

Key performance indicator (KPI)

n

Native ads

o

Obfuscated inventory

Outbound advertising

Overlay ads

p

Pay per click (PPC)

Programmatic advertising

Programmatic bidder

Programmatic direct

r

Real-time bidding (RTB)

Run of exchange (ROE)

Run of network (RON)

Run of site (ROS)

s

Search engine optimization (SEO)

Search engine marketing (SEM)

Streaming

Supply-side platform (SSP)

u

User-generated content (UGC)

User interface (UI)

v

Verification

Viewability

Video ad-serving template (VAST)

Video player ad-serving interface (VPAID)