AdTech
Original definitions, corrected formulas and platform-neutral operational guidance.
Technology marketplace where publisher inventory meets advertiser demand.
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Explore related expertise →Platform that hosts, serves and measures ads according to campaign rules.
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Explore related expertise →Publisher file declaring authorised sellers of its web inventory.
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Explore related expertise →Ads.txt equivalent for mobile applications and app environments.
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Explore related expertise →Technical message describing an ad opportunity sent to potential buyers.
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Explore related expertise →Buyer response containing price, creative and parameters for its bid.
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Explore related expertise →Measures designed to avoid clearly harmful environments for a brand.
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Explore related expertise →Alignment of placement rules with a brand’s own risk profile and values.
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Explore related expertise →Controlled environment for analysing datasets without routinely exchanging raw data.
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Explore related expertise →Targeting based on a page’s topic, words, semantics or content characteristics.
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Explore related expertise →Internet-connected television used to watch content through apps or streaming services.
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Explore related expertise →Dynamic creative that automatically assembles or adapts elements using available rules and signals.
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Explore related expertise →Identifier providing access to the negotiated terms of a programmatic deal.
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Explore related expertise →Platform used by advertisers to buy, manage and optimise advertising inventory.
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Explore related expertise →Digital out-of-home advertising shown on screens in public or accessible private spaces.
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Explore related expertise →Data collected directly by an organisation from its customers, prospects or users.
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Explore related expertise →Minimum price at which an impression or inventory package may be sold.
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Explore related expertise →Rule limiting exposures for a user, device or household over a period.
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Explore related expertise →Mechanism allowing several demand sources to bid before the primary ad-server call.
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Explore related expertise →System connecting identifiers or signals to a person or household using a defined method.
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Explore related expertise →Advertising delivered inside a mobile, TV or other application environment.
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Explore related expertise →Advertising integrated into games through native placements, rewarded video or other formats.
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Explore related expertise →Advertising placements made available by a publisher or media owner.
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Explore related expertise →Modelled audience built from characteristics shared with a source population.
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Explore related expertise →Advertising designed to fit its editorial environment while remaining identifiable as commercial.
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Explore related expertise →Auction open to multiple buyers, generally conducted impression by impression.
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Explore related expertise →Protocol standardising technical exchanges between platforms during ad auctions.
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Explore related expertise →Private auction giving selected buyers access to specific inventory or terms.
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Explore related expertise →Fixed-price agreement offering priority access without guaranteed volume.
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Explore related expertise →Check applied before bidding to reduce purchases that fail selected quality criteria.
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Explore related expertise →Automated buying of audio inventory across music streaming, digital radio, podcasts or connected environments.
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Explore related expertise →Automated agreement with price, volume and inventory agreed in advance.
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Explore related expertise →Organisation producing content and monetising the associated advertising space.
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Explore related expertise →Buying method in which an auction is run in real time for an advertising opportunity.
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Explore related expertise →Activation of people who previously interacted with a brand, website, app or campaign.
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Explore related expertise →Interactive display format combining animation, video, carousel, swipe or other interactions.
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Explore related expertise →Audience segments defined by inventory sellers using shared taxonomies.
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Explore related expertise →File identifying sellers and intermediaries involved in inventory monetisation.
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Explore related expertise →Process for selecting the most efficient and transparent paths to inventory.
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Explore related expertise →Platform used by publishers to manage and sell advertising inventory.
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Explore related expertise →Specialist team planning, activating, optimising and analysing programmatic campaigns.
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Explore related expertise →Alternative identifier supporting selected advertising uses in authenticated or consented environments.
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Explore related expertise →Reaching a defined point or the end of a video ad according to platform rules.
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Explore related expertise →Measure of whether an ad had the technical opportunity to be seen under a defined standard.
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Explore related expertise →List of domains, apps, channels or placements explicitly approved for a campaign.
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Explore related expertise →Share of submitted bids that win the auction.
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Explore related expertise →Organisation on whose behalf an advertising campaign is run.
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Explore related expertise →Agency team specialising in programmatic buying, optimisation and analysis.
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Explore related expertise →Group of users or households defined by declared, behavioural, contextual or transactional criteria.
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Explore related expertise →Algorithm estimating an intermediate bid to reduce overpayment in a first-price auction.
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Explore related expertise →List of environments explicitly excluded from a campaign.
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Explore related expertise →Unique application identifier used to recognise its inventory in advertising transactions.
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Explore related expertise →Organised set of activations sharing an objective, period, budget and measurement rules.
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Explore related expertise →Bid opportunity remaining eligible after targeting and compliance rules are applied.
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Explore related expertise →Telecommunications operator associated with a device connection when that signal is available.
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Explore related expertise →Detected connection category, such as Wi-Fi, fibre or mobile network.
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Explore related expertise →Tool that collects, stores and communicates consent choices under the applicable framework.
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Explore related expertise →Unique technical identifier assigned to an advertising creative.
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Explore related expertise →Method linking devices to a user or household with a documented confidence level.
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Explore related expertise →Platform for collecting, segmenting and activating audience data, historically centred on advertising identifiers.
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Explore related expertise →Organisation supplying segments, attributes or signals for analysis or activation.
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Explore related expertise →Scheduling delivery by relevant days and times.
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Explore related expertise →Identifier associated with a device, usable only under applicable technical and legal conditions.
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Explore related expertise →Domain name of the site where an advertising opportunity is offered.
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Explore related expertise →Auction in which the winning buyer generally pays its submitted bid.
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Explore related expertise →Definition of a virtual geographic perimeter used to include or exclude an activation area.
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Explore related expertise →Contractual document specifying scope, rates, volumes, schedule and campaign responsibilities.
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Explore related expertise →Industry organisation publishing standards, taxonomies and guidance for digital advertising.
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Explore related expertise →Setup level grouping budget, targeting, bid, frequency, inventory and creatives.
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Explore related expertise →Company owning or representing media inventory, including DOOH, audio, video or display.
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Explore related expertise →Document allocating objectives, audiences, channels, formats, budget, timing and KPIs.
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Explore related expertise →Inventory delivered in a smartphone or tablet browser, distinct from in-app.
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Explore related expertise →Device operating system, such as Android, iOS, Windows or tvOS.
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Explore related expertise →Distribution of audiovisual content over the internet rather than a traditional linear TV network.
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Explore related expertise →Identifier for a specific advertising placement within a site, app or screen.
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Explore related expertise →Referenced physical location used for targeting, area analysis or visit measurement.
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Explore related expertise →Check performed after purchase or delivery to qualify environment, viewability or traffic.
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Explore related expertise →Automated buying of out-of-home screens using defined rules, data and availability.
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Explore related expertise →Technical identifier assigned to an inventory publisher or seller.
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Explore related expertise →In-app video format granting an explicit benefit in exchange for voluntary viewing.
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Explore related expertise →Identifier representing a buyer or buying account in programmatic transactions.
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Explore related expertise →A partner’s first-party data shared under a contract and defined purpose.
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Explore related expertise →Technical identifier for a site in the programmatic supply chain.
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Explore related expertise →Ad or landing-page function used to find and select a nearby store.
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Explore related expertise →Physical-location visit recognised under documented methodology, window and geographic criteria.
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Explore related expertise →Data supplied by a party that may not have collected it through a direct user relationship.
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Explore related expertise →Standard describing a video ad response and the assets needed for playback and measurement.
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Explore related expertise →Legacy standard for video interactivity and measurement, increasingly replaced by newer approaches.
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Explore related expertise →Journey linking web exposure or visit to an app open or in-app action.
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Explore related expertise →Geographic targeting based on postal code where granularity and law permit.
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Explore related expertise →Sources & standards
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