This comprehensive glossary of programmatic advertising (PA) terms defines words and phrases frequently used by PA professionals.

# A B C D E F G H I J K L M N O P Q R S T U V W X Y Z


A/B Testing

A/B testing refers to a straightforward way to test web page changes against text from an existing web page. The current text is called the control, and the updated copy is known as the variation. The idea behind the testing is to compare copies to determine which text is more effective. A/B testing is also popularly known as bucket testing or split testing. It is a random experiment with two variables, the control and the variation of the controlled testing. Statistical analysis determines which text performs better, assessing the impact of the changes on the metrics to pinpoint positive or negative results.

Above the Fold

Above the fold means when the ad gets placed within the height of the browser's content window on a website's page. In simple words, it is visible on the user's screen after page load, before scrolling down.

Account-Based Advertising

Account-Based Advertising or ABA is where you align the marketing efforts towards the accounts with the best possible revenue potential. It allows marketers to boost clickthrough rates, enhance engagement on landing pages, and enable sales teams to create better opportunities and close deals faster.

Ad Audience

A specific group of customers who are most likely to want to buy your product or service. It is the total number of people being exposed to an ad during any specific period.

Ad Banner

Ad Banner is the most common form of digital advertising. It includes ad units like static graphics, videos, and interactive rich media displayed on a web page or application.

Ad Click

Ad Click is a marketing metric that calculates the number of times users have clicked on an ad to reach an online property. It is an action where a user interacts with an ad by either clicking on it or pressing enter on their keyboard.

Ad Exchange

An Ad Exchange is a technology-facilitated marketplace that includes the buying and selling of media advertising inventory. Prices for the inventory get determined via real-time bidding, a.k.a. RTB.

Ad Impressions

An Ad Impression is referred to as the total number of times an ad has been served to the user on their screen within the publisher's network; regardless the user has interacted with it or not

Ad Inventory

An Ad inventory is the total amount of space that a publisher has available for advertisements at any given time.

Ad Tag

An ad tag is a code that advertisers need to inset or add within a web page to display ads. Ad tags are used to regulate individual ads' parameters, deliver creatives, collect metrics, and generate reports.

Ad Network

An ad network is a company or a platform that connects advertisers to websites(publishers) that want to host advertisements. In simple words, it is a technology platform that acts as a broker between a group of publishers and advertisers.

Ad Server

An ad server is a platform that distributes ads to your devices (mobile or desktop) and captures performance metrics. It is an advertising technology (AdTech) used by publishers, advertisers, ad agencies, and ad networks to facilitate and run online advertising campaigns. Ad servers are accountable for making prompt decisions about what ads to show on which website and then serving them.

Ad Serving

Ad serving is known as delivering an ad from a web server to the end user’s device. It is where the ads get displayed on a browser or an application.

Ad Targeting

Ad targeting, a.k.a. targeted advertising, means when marketers place ads in a particular area on a specific platform to enhance the visibility and engagement with their target audience. It also means showcasing ads to a pre-selected audience based on multiple attributes like demographics, psychographics, geography, web browsing behavior, and past purchases.

Ad Unit

It is the size-and-format specification for an ad. The Interactive Advertising Bureau (IAB), a trade association promoting digital ad standards and practices, has a set of guidelines for sizes.


It stands for “Authorized Digital Sellers” and is a text file where a publisher trace who can sell inventory on the site. This text file is unified into programmatic platforms and offers buyers amplified transparency, and it also helps them against ad fraud.

Affiliate Marketing

Affiliate marketing refers to an advertising model in which a company compensates third-party publishers to generate leads or traffic for its products or services. Third-party publishers are known as affiliates, and the commission amount incentivizes them to find ways to promote the company to create a better brand identity.

Agency Trading Desk

Agency Trading Desk is a trading system established by large agency holding companies to make programmatic procuring more resourceful for their customers. It generally accesses numerous DSPs, thus a more extensive inventory, and can be associated with additional data streams via DMPs (Data Management Platforms).


AMP means Accelerated Mobile Pages, an open-source HTML framework that the AMP Open-Source Project developed. It is a web component framework where you can easily create user-first experiences for the web.


Analytics is all about data and statistics related to the users of a website and how they interact with it. It is a process of discovering, interpreting, and communicating significant patterns in data to unfold information in specific campaigns for optimum reach. Further, analytics can be used to analyze target audiences, understand consumer behavior, improve user experience, optimize advertising campaigns, and more.

Application Programming Interface (API)

APIs permit connection to external applications and accept transferring of data from multiple platforms to an integrated dashboard.


Attribution is a form of analytical science that determines which marketing tactics contribute to conversions or sales. The main aim of attribution is to identify which touchpoint, of the many possible outcomes, is most or partially responsible for the conversion to calculate ROI. Currently, there are various popular attribution models used by contemporary marketers, such as first-touch, last-touch, multi-touch attribution, lift studies, time decay, and more.

Audio advertising

Audio advertising refers to delivering ads in audio format via online streaming platforms like podcasts or music streaming apps like Amazon Music, Spotify, Pandora, or Sound Cloud.

Automated Guaranteed

In the private marketplace (PMP), an automated transaction is where an advertiser buys placements at a set price over a set period. It is one of the similar variants to traditional non-programmatic media buying.



A list of IP addresses, advertisers, publishers, or products should be excluded from a campaign. It is simply a list that identifies the sites on which an advertiser doesn't want its advertising to appear.

Bot traffic (or non-human traffic)

Bot traffic comprises ad impressions created by bots rather than humans. Web robots or bots are software applications that execute simple tasks on the Internet. While they have some productive uses, they are often linked with fraudulent or fake activities, such as impersonating a human's view of an ad.

Bounce Rate

The bounce rate is a website visit where the visitor browses through a single page, doesn’t interact, and leaves the site. It refers to the percentage of visitors or viewers to a specific website who immediately moves away from the site after viewing only a single page within a particular time frame.

Brand Awareness

Brand awareness refers to consumer awareness (recall and recognition) regarding a brand and its related products. Brand awareness is crucial in business marketing practices as it scales the ability of a customer to recall a brand. It is a primary consideration in consumer behavior, advertising management, brand management, and strategy development. Customers will not purchase unless they know the product category and the brand within the category is present.

Brand Safety

Brand safety technology guarantees that unnecessary ads do not appear in any context that might hurt the brand's reputation or image. Automated programmatic advertising means brands don't always know where their ads will appear, so brand safety practices limit the exposure of unsuitable content on a publisher's site.


Call to Action (CTA)

CTA is the text, banner, form, or image on a web page (or email) asking visitors to take action. Examples include reading more content, joining an email list, signing up for a webinar, buying a product, and more. CTAs are marketing tools that convert web users into leads for businesses.


It is a distribution method in advertising. Channel is an outlet used by advertisers to reach audiences via direct or online medium. Digital advertising comprises channels like display advertising, mobile in-app advertising, and social media advertising.

Click-through Rate (CTR)

A ratio is showing how often people see your ad or free product listing end up clicking it. Clickthrough rate (CTR) is used to gauge how well your keywords, ads, and free listings perform.

Companion banner

They are image ads that run or play at the same time as other audio or video ads. It is displayed while listeners are hearing an audio ad playing on a device that has a screen.

Contextual Targeting

Contextual Targeting means choosing viewers or customers based on the type of content being displayed on a specific webpage.

Conversion Pixel

A 1×1 image pixel is placed on a web page (like a thank-you page) gets triggered whenever a conversion occurs. The first way to calculate it is by taking the number of users who have completed the conversion divided by the total number of impressions served. The second way is a more mutual way of calculating, i.e., the number of users who have completed the conversion divided by the total number of users who clicked on the ad.

Conversion Rate

Conversion rate refers as the percentage of visitors to the website that complete a goal or a criterion (a conversion) out of the total number of visitors. A high conversion rate is an indicator of a successful marketing campaign and web design.

Conversion Tracking

Scrutinizing how many conversions have happened during any specific period and evaluating which ads led to the conversions.


Cookies are actually text files with small pieces of data stored on a user's web browser, enabling advertisers to recognize users and serve them a personalized ad.

Cookie sync or match

Cookie synching is connecting the user identifier (the cookie ID) from one technology to another. It helps advertisers to make enhanced bidding choices and target users more efficiently

Cost per Acquisition (CPA)

A marketing metric measures the aggregate cost to acquire one paying customer on a campaign or channel level. CPA is a critical measurement of marketing success, generally distinguished from Cost of Acquiring Customer (CAC) by its granular application. It is the total cost divided by total conversions.

Cost per Click (CPC)

CPC is based on the number of times visitors click on a display ad attached to their sites. It is the total cost divided by total clicks.

Cost per Lead (CPL)

Cost Per Lead (CPL) is an online advertising payment model in which payment is based on the number of qualifying leads generated. It is one form of performance-based adverting. It is the total cost divided by total leads.

Cost Per Mille (CPM)

Cost per thousand (CPM), a.k.a. cost per mille, a marketing term, denotes the price of 1,000 advertisement impressions on one web page. It is the total cost divided by total impressions times 1,000.

Cost Per View (CPV)

It is a bidding method for video campaigns where you pay each time a video ad is viewed. It is counted when a viewer watches 30 seconds of your video ad or interacts with the ad. It is the total cost divided by total views.

Cross-Device Targeting

Serving the similar buyer targeted ads across multiple devices. Cross-device targeting permits advertisers to reach their audiences in a consequential, recurring manner regardless of the device they are on, whether it’s a desktop, tablet, or smartphone. It has a similar effect to the old-fashioned maneuvers of gaining reach and frequency via various outlets such as radio, newsprint, hoardings, or direct mail.

Cross promotion

Cross-promotion is a type of marketing promotion where a set of actions promotes products to the targeted customers. It is where customers of one product or service get targeted with the advertising or promotion of a related product. It helps promote products and services, establish brand awareness, generate leads, and boost sales.


Data management platform (DMP)

DMP is a centralized platform used by publishers, agencies, and marketers to merge and manage data such as cookie IDs. An array of data sources can be pooled within the platform to generate audience segments for enhanced targeting.

Deal ID

It is a unique number allotted to an automated ad buy that permits the buyer and seller to identify one another.

Demand-Side Platform (DSP)

A demand-side platform (DSP) is a technology platform that permits numerous buyers of digital advertising inventory to manage various ad exchanges and data exchange accounts via one interface. A centralized and aggregated media buying from multiple sources using real-time bidding.

Demand Generation

It is a data-driven marketing strategy that generates awareness and relevance in a company's offerings via technology. A unique demand generation strategy identifies every touchpoint in the customer's journey. It leverages data in decision-making to align the marketing and sales teams together.

Digital Audio

Digital audio is a form of technology used in recording, generating, storing, manipulating, and replicating sound utilizing audio signals encoded in a digital format.

Digital Audio Advertising

Digital audio includes experiences we have every day audio-visually, listening to streaming music on Pandora, Spotify, Amazon Music, Deezer, digital radio stations, smart speakers, connected cars, or podcasts.

Digital Radio

Digital radio operates with digital signals to direct information. It is different from AM and FM radio, as they use analog signals. Digital radio has better reception and sound quality than AM and FM. It also provides on-screen information, including song and artist information, news headlines, weather forecasts, pause, and rewind options

Display Advertising

It is a format where graphic ads are shown on a web page. There are multiple types of display ads available, e.g., graphics, videos, interactive images, and expandable.

Dofollow Backlinks

It is a link that helps in terms of SEO by passing the authority of the origin site to the destination site, also known as “link juice.” Obtaining dofollow backlinks will help enhance a website’s domain authority or domain rating, which will help improve the keyword ranking.


Digital out-of-home (DOOH) is a powered-up version of OOH (Out-of-home) with the help of AdTech that includes personalizing, attribution, geofencing, tracking, retargeting, and measurement.

Dynamic Ads

Dynamic ads or creatives are the banners that spontaneously change to adapt content and promotions exclusively to each user, safeguarding that each user is personally exposed to the most influential creative.

Dynamic creative optimization (DCO)

DCO allows marketers to generate various versions of the same ad from a sole ad tag, driving refined targeting and optimization. Ad creative is fragmented into individual elements, and these are strung together in real-time to deliver the most appropriate ad to individual users.


Earnings per Thousand Visitors (EPMV)

EPMV stands for ‘Earnings per Thousand Visitors’ and is also called session revenue or session RPM. It calculates the overall revenue generated on the site for 1000 visitors, including earnings from various ad networks, exchanges, and SSPs. Plus, it provides a birds-eye view of the publisher’s earnings.

Effective Cost Per Mille (ECPM)

eCPM stands for Effective Cost Per Mille – the metric to calculate the average CPM of all different campaigns combined for a while. It brings different pricing models (CPC & CPA) into CPM so they can be compared. eCPM calculates and compares the value each campaign generated. It also measures the effectiveness of optimizations across multiple variables.

Email Automation

It is a way to create emails that reach the correct people with the appropriate message at the right time without repeatedly doing the same sending procedure. It is basically sending automated messages leveraging a marketing automation tool.

Engagement Rate

It is a metric used to scale engagement produced from crafted or detailed content or a brand campaign. In other words, the engagement rate refers to the level of communication or interaction with followers that get generated from content created by a user.

Exit Rate

An exit rate is the percentage of exits on a web or a mobile page.

Expandable Banner

Expandable Banners are those banners that increase or expand in size when a user hovers over them.


Feature Snippets

Featured Snippet or Answer Box is a brief answer to a user’s search query displayed on Google search results. It is obtained from one of the top-ranking pages for that search query and contains title & URL. It is a rich source to surge organic traffic.

Fill Rate

Fill rate is an essential metric for gauging an ad network’s performance. It is the percentage of ad requests that get filled by the ad networks you are working with. Fill rate is calculated by dividing the total ad impressions by total ad requests received and multiplied by 100 percent.

First-Party Data

First-party data is the information directly collected from the audience or customers. It includes data from behaviors, actions, or interests, CRM, subscription, and social data.

First-Party Cookie

A first-party cookie gets generated and stored by the website when a user visits it directly. It allows site owners to collect consumer data, retain language settings, and pass other valuable functions that help deliver a good user experience.


FLEDGE means First Locally-Executed Decision over Groups Experiment. It operates by generating ad auction decisions in the browser by itself rather than at the ad server level.


Federated Learning of Cohorts or FLoC permits advertisers to track internet users without disclosing their identity. Rather, users will be enlisted within cohorts as per their interests.

Floor Price

A price floor or floor price is the lowest possible price any product or service can be sold for. According to an ad-tech, the price floor orders the minimum cost at which space for digital advertisements can be sold via an ad exchange or supply-side platform (SSP).


It is the average number of times the ad is displayed to a single user. Ad Frequency is calculated by dividing ad impressions by their reach. This metric helps recognize how frequently the target audience views the ad on average.

Frequency Capping

Frequency capping means restricting or capping the number of times a specific visitor to a website is shown a certain advertisement. Frequency capping is applied to all websites that serve ads from the same advertising network.


General Data Protection Regulation (GDPR)

GDPR or General Data Protection Regulation is a legal framework that sets guidelines for the gathering and administering personal information from individuals who live in the European Union (EU).

Geographic Targeting

Geo-targeting or Geographic Targeting is the practice of delivering multiple content or advertisements to customers based on their geographic locations.

Google Ads

Google Ads is Google's online advertising program. Via Google Ads, you can generate online ads to reach customers exactly when they are interested in the products or services that you offer.

Google Algorithm

Google search algorithm is a multifaceted system that permits Google to find, rank, and return the most appropriate pages for a particular search query. This whole ranking system comprises multiple algorithms that study various factors like the page's quality, relevance, or serviceability.

Google Hummingbird

Google Hummingbird is an algorithm update. Google Hummingbird is fundamentally an entirely revamped version of Google’s search algorithm.

Google Panda

Google Panda algorithm update’s main aim was to reward high-quality websites and reduce the manifestation of low-quality websites in Google’s organic search engine results, like poorly constructed or spammy content. By following this process, it enabled higher-quality websites to rise to the top.

Google Penguin

Google's combat against low-quality websites started with the Google Panda algorithm, and Goggle Penguin was an extension and addition. Google Penguin update was Google's new effort to reward high-quality websites and reduce the search engine results page (SERP) presence of websites engaged in manipulative link schemes and keyword stuffing.

Google My Business

Google My Business is a tool that allows an individual to manage and optimize your Business Profile on Google.

Google Search Console

It is a free service proposed by Google that helps an individual monitor, sustain, and troubleshoot the site's presence in Google Search results. An individual doesn't have to sign up for Search Console to be included in Google Search results; however, Search Console helps understand and improve how Google understands the site.


Hashed Email

A hashed email is a cryptographic function. Hashing is a method or a technique of encrypting a fragment of data, like an email address, into a hexadecimal string. Each email has its exclusive and unique hexadecimal string that remains constant no matter where the email gets used as a login.


A hashtag is a label or tag for content. It helps other individuals who are concerned or fascinated by a specific topic to discover content on that similar topic swiftly. A hashtag or “#” symbol, more frequently known, has become a vital part of social media.

Header Bidding

Header bidding offers publishers a way to provide ad space to multiple SSPs or Ad Exchanges simultaneously. Header Bidding is an advanced programmatic technique that serves as an alternative to the waterfall method. It is also known as advance bidding or pre-bidding.

Head-To-Head Test (H2H)

A head-to-head test (H2H) is a comparison test or evaluation. For example, H2H is a significant way to regulate which performance marketing partner is best equipped to drive revenue at a meaningful scale proficiently.


The heatmap or heat map is a graphical depiction of data where respective colors represent values. Heat maps make it easy to visualize multifaceted or complex data and comprehend it at one glance.


The hreflang attribute is also known as rel="alternate" hreflang="x," conveys to Google which language an individual is using on a specific page, so the search engine can serve that result to users searching in that language.


HyperText Markup Language or HTML, as we know it, is the standard markup language for creating Web pages that describe the structure of a Web page. It consists of a series of elements, and these elements tell the browser how to display the content. These HTML elements label or tag parts of content such as "this is a heading," "this is a paragraph," "this is a link," and more


Hypertext Transfer Protocol or HTTP is a protocol that permits the extracting and fetching of resources, such as HTML documents. It is the foundation of several data exchanges on the Web, and it is a client-server protocol that includes requests initiated by the recipient, typically the Web browser.


Hypertext Transfer Protocol Secure or HTTPS is the encoded version of HTTP. HTTPS is used for protected and secure communication across a network or the internet. The communication protocol gets encrypted with the help of Transport Layer Security (TLS) or, formerly, Secure Sockets Layer (SSL).


A hyperlink is a component or element in an HTML document that links to either another portion of the document or another related web page. On web pages, hyperlinks are generally blue or purple-colored text, and at times they are underlined.


Identity Graph

An identity graph offers a distinct unified view of consumers and users based on their interactions with a website or product across a set of identifiers and devices. It is used for real-time advertising targeting and personalization for millions of users.


An impression is a metric used for calculating the number of engagements or digital views of a piece of content, digital post, advertisement, or web page. It is also referred to as an ad view.

In-app Advertising

In-app advertising is an efficient and effective monetization strategy for app developers and mobile publishers. In-app advertising helps app developers get paid and earn money to serve advertisements within the mobile app.

In-app Bidding

In-app bidding is an innovative advertising method! This is where mobile publishers can sell their ad inventory in an auction so that all of their advertisers can instantaneously bid against one another.

In-app Monetization

App monetization or in-app monetization is a collection of methods and techniques that create added revenue within an app. These techniques or methods include in-app ads, cross-sells, and more.

In-game Advertising

In-game advertising is actually a monetization strategy that game developers use to amp up their revenue. Game developers get paid and earn money by showing mobile game ads to their users.

In-Stream Video Ads

An instream video ad is played before, during, or after the streaming video, gaming, animation, and music video content that the user has requested. There are three different types of In-Stream Video Ads, pre-roll, mid-roll, post-roll ads.

Interactive Advertising Bureau (IAB)

IAB, or Interactive Advertising Bureau, is an organization or association that works with publishers to nurture the progression of advertising on the internet. It comprises more than 650 technology and media companies accountable for selling, delivering, and optimizing marketing campaigns or digital advertising.

Interest Map

An interest graph is a map of the people you know. Construct an Internet service around that graph, and you get a social network like Google+ or Facebook. An interest graph is also a map, but in its place of connecting to people, it connects to ideas.

Interstitial Ads

Interstitial ads are the full-screen ads covering the interface of the host app. Interstitial ads are usually displayed at natural transition points in the flow of an app, i.e., in-between activities or during the pause between different levels in a game.

Insertion Order

Insertion order is an agreement or a contract between an advertising agency or advertiser and a publisher to run an advertising campaign online or print medium.



JavaScript is the text-based programming language for the Web. It can update and modify both HTML and CSS. It can also calculate, manipulate, and validate data. It is used by both server-side and client-side, permitting an individual to create interactive web pages.



A keyword is a term used widely in digital marketing to define a word or a cluster of words an interested user uses to search an actual product, query, services, information in a search engine or search bar. The right keywords are an integral part of SEO strategy and should be present in the content, titles, and SEO elements.

Keywords Density

Keyword density means the number of times a word or keyword appears within a piece of content on a given webpage. It is a percentage or ratio of the total word count. At times keyword density is also referred to as keyword frequency. It means the frequency with which a particular keyword appears on a webpage.

Keyword Phrases

A keyword phrase or keyphrase refers to a set of separate words that build a phrase. A keyword phrase is a multi-word search term.

Keyword Research

Keyword research is the procedure or process by which an individual can research popular search terms users type into search engines like Google. After the keyword research, include those keywords strategically in your content to appear higher on SERP. Keyword research is an ultimate practice in SEO.

Keywords Stuffing

Keyword stuffing is the practice of loading or burdening a webpage with loads of keywords or numbers to manipulate a site's ranking in Google. However, filling pages with keywords or numbers damages user experience and can harm your site's ranking.

Knowledge Gap

Knowledge gaps refer to the gaps left in an individual’s knowledge about a specific subject, which may be due to a lack of efforts to fill in the gaps or lack of available resources.


Key Performance Indicator or KPI is a countable or measurable value that determines how efficiently a company is accomplishing key business objectives. Administrations and organizations use KPIs at numerous levels to assess their success at attaining targets.


Landing Page

A landing page is generally a web page that a customer can land on; however, in the marketing territory, it’s typically a standalone page, different from the homepage or any other page, that serves a focused and single purpose. A landing page is a follow-up to any suggestions or promises that you have made in your content.

Landing Page Optimization

LPO or Landing page optimization is a method or procedure of refining elements on a website to surge conversions. Landing page optimization or LPO is a subsection of CRO or conversion rate optimization and encompasses using methods like A/B testing to expand the conversion targets of a given landing page.

Latent Semantic Indexing (LSI)

Latent Semantic Analysis is also known as Latent Semantic Indexing. LSI is a method of evaluating a set of documents to determine statistical co-occurrences of words that collectively appear and then understand the critical areas of those words and documents.


In marketing, a lead is an individual or a person who shows interest in a brand's services or products, making the person a possible consumer. The main aim of any company or business is to create as many leads as possible.

Lead Nurturing

Lead nurturing is a method or procedure of strengthening and developing relationships with buyers and consumers at every stage of the sales funnel.

Long-tail ad inventory

Long-tail ad inventory is aggregated inventory from a well-known or less popular publisher source. Programmatic permits advertisers to syndicate unequal sources of long-tail inventory to reach extremely targeted niche audiences.

Lookalike Audience

A lookalike audience is a group or cluster of social network members or users who are determined as sharing individualities and features with another group of members.


Map Packs

Google has started incorporating paid listings in the map results and star ratings and other information in the Map Pack. The map pack is a broader term used to define the location-based results on a Google search results page, where it enlists local businesses and recognizes their location on a map with little place marker icons.

Media Cost

Media cost refers to the price an individual pays to display, run, or present the advertisement or campaign throughout a campaign period or specified date range. There are multiple ways to price media: flips, clicks, leads, points, impressions, actions, days, weeks, months, and more.

Media Market or Market

A media market portrays the group of customers that have access to the same marketing messages. Usually, media markets deal with radio, TV, and print mediums like newspapers and magazines. However, evolving Internet plays such a fundamental role in marketing today; the Internet media market is another medium that should be considered. The terms included in the internet media market are broadcast market, designated market area, media region, television market area, and market.

Meta Description

The meta description is nothing but an HTML attribute that offers a summary of a web page. Search engines such as Google frequently display the meta description in search results, impacting and influencing CTR.

Meta Keywords

Meta Keywords are a particular type of meta tag that appears in the HTML code of a Web page. It helps the search engines to evaluate what the topic of the page is. Meta keywords are different from common keywords as they appear in the source code of your page rather than on the live and visible page.

Meta Tags

Meta tags refer to snippets of text that define a page’s content; the meta tags do not appear on the page itself. However, it appears only in the page’s source code. Meta tags are basically little content descriptors that help tell search engines what a web page is all about.

Mobile Advertising

Mobile advertising signifies ad campaigns and ads specifically designed for mobile devices that include smartphones, tablets, or wearable devices. Mobile ads can appear within apps, on websites viewed via mobile devices, or on social media platforms viewed via mobile devices.

Mobile Advertising Identifiers (MAID)

Mobile Advertising Identifiers or MAID categorizes random symbols given by the mobile device's operating system. It is shared with the apps' servers that the user is using to track his consumer journey and remember choices and selections. MAID is hidden inside privacy settings and can reset, i.e., an action parallel to clearing the browser cookies from the beginning and starting history over.

Mobile Game Advertising

Mobile in-game advertising is related to the ad placements within mobile games, which appear during gameplay. Mobile in-game ad formats include static band dynamic banners, video and audio ads.

Mobile First Indexing

Mobile-first indexing refers to the mobile version of the website becoming the initial point for what Google involves in its index and the baseline for how Google will determine rankings. Google mainly uses the mobile version of the content for ranking and indexing.

Mobile Page Optimization

Mobile optimization is the procedure or method of safeguarding visitors retrieving your website from mobile devices to have an appealing, engaging, and user-friendly experience that has been optimized for that specific device.

Mobile Search

Mobile search denotes enquiring on an online search engine portal using a mobile device, like a tablet or smartphone.


Native Advertising

Native advertising uses paid ads that balance the look, feel, and utility of the media format during their appearance. Native ads are often found as suggested content on a web page, or social media feeds. The look and feel of native ads are different from display ads or banner ads; they don't really look like ads and are non-disruptive by nature!

Native DSP

Native Advertising DSP permits buying native advertising across all exchanges via one interface. By using a DSP to buy native advertising can offer you a centralizing campaign reporting that provides actionable data across all exchanges. It will help you leverage DSPs' machine learning algorithms that permit the optimization of campaigns across all exchanges towards one goal.

Niche Marketing

Niche marketing is basically an advertising strategy that deals with a unique target market only. Rather than catering to everyone, niche marketing strategy focuses entirely on one group. It is highly inclined towards a particular demographic of potential customers or a niche market that would benefit from the offerings. Niche marketing includes specific parameters like geographic area, behavior, demographics, need, lifestyle, profession, style, culture, activity, and more.

Nofollow Links

A backlink or nofollow link is a link that doesn’t permit authority or authorization to the website it is linking to. Nofollow links do not help in terms of SEO.


On Page SEO

On-site SEO or On-page SEO is an exercise or procedure of optimizing web pages for exclusive keywords to increase traffic and search visibility. On-page SEO comprises aligning page-specific elements like title tags, internal links, headings, content with keywords.


OOH media or Out-of-home advertising (OOH) is any visual advertising media found outside of the home. Out-of-home advertising (OOH) comprises indoor and outdoor signs, billboards, ads on streets, bus shelters or benches, in-transit areas like train stations or airports, and at a stadium or theater.

Open Internet

The Open Internet (OI) can be defined as a fundamental network (net) neutrality notion or concept in which data or information across the World Wide Web (WWW) is uniformly free and obtainable without variables that depend on the fiscal intentions of Internet Service Providers (ISP).

Open Auction

Open auction in programmatic is the authorized term for real-time bidding (RTB). In an open marketplace or open auction, inventory prices are determined in real-time via an auction, and any advertiser or publisher can participate. The chief or highest bidder wins the impressions.

Open Exchange Buy

An open exchange is an accessible or open digital advertising marketplace that gathers inventory from numerous partners, permitting buyers to bid manually or programmatically to buy ad impressions. Ad inventory on an open exchange enables all buyers uniform opportunity to buy the same inventory.

Opt-In Page

An opt-in page is referred to a page that is designed to convert users into subscribers with the help of a lead magnet. Marketers use the opt-in page technique to encourage more people to share personal data with them. Insights acquired from these data permit brands to connect quality and personalized email campaigns to their audience.

Organic Search Traffic

The terminology organic traffic refers to the visitors that land on a specific website because of unpaid or organic search results. Organic traffic is precisely the opposite of paid traffic, where paid ads generate visits.

Overlay Ad

Overly ad is a small banner-like ad that appears or covers the top of a content page or a video’s screen without obstructing the user’s view. An overlay ad comprises images or text, and users can interact with them or turn them off at will.

Over-The-Top (OTT)

The term OTT can be defined as Over-the-Top. OTT refers to whichever streaming service provides content over the internet. The service is provided “over the top” of another or alternative platform, hence the name.


Passback tags

Default tags or Passback tags can be any network or remnant tags that are used to fill inventory. When the key ad network doesn’t have anything to serve, you can send that impression back to your original advertiser’s tags to serve. Passback tag allows you to monetize every impression and significantly reduce the chance of serving blank ads.

Paid Advertising

Paid advertising can be defined as an online advertising model where advertisers bid to partake in real-time auctions to showcase their ads within definite slots on a specific network or platform. Paid advertising necessitates the purchase of ad spots to attract internet traffic.

Paid Search

The term paid search is a marketing approach or method where advertisers pay search engines for better ad placement on SERPs.

Page Speed

The term page speed can be defined as the amount of time taken between the browser’s request for a page till the browser finishes rendering and processing the content. Multiple aspects affect the page speed of a given page comprising quantity & type of content, connection type, device, operating system, the distance a data travels, browser, and more.

Pay-Per-Click (PPC)

PPC can be defined as pay-per-click, a model of internet marketing where advertisers pay a charge or fee each time their ads get clicked. Fundamentally, it’s a way of buying visits to a specific site instead of endeavoring to earn those visits organically.

Playable ads

Playable ads can be defined as interactive video ads that permit mobile app advertisers to provide a short preview of their app before users or consumers pick to download it. In simple words, it allows users to try a sample of an app before installing and eventually gaining access to the entire experience.

Player Completion Rate

Player Completion Rate or Video Completion Rate refers to a video advertising metric that can be denoted as a percentage. It specifies the number of times that a video plays to the end.

Player Completed Views

Player Completed Views can be defined as the number of times the ad was viewed to completion. Completion occurs when the user reaches the end of the ad or the skippable view option specified in the network settings.

Pop-Up Ads

Pop-up ads are a distinct type of online advertising fixated on enticing Web traffic. Pop-up ads are typically generated in a new browser window with the help of JavaScript or Adobe Flash. While pop-up ads are one of the most prevalent online advertising techniques, they are infamous with average Web surfers, and numerous products and techniques are available to deactivate them.

Pop-Under Ads

Clickunders or Pop-Under Ads are those ads that appear in a new browser tab hidden under the main page the user is viewing. Pop-Under ads appear when a user clicks wherever on the page. Such ads permit the visitors to skip the banner ad stage and fetch users' attention directly to the landing page or site.

Post-Click Engagement

Post-click engagement means everything that happens after a user or a visitor clicks your ad. Page load time, skimmed text, serviceability, informational images, message match, and more. These are just a few examples of what can impact your user’s decision to convert.


Prebid, Prebid.js, or Prebid wrapper, is the primary or leading open-source solution that simplifies header bidding implementation on publishers’ apps and websites. Prebid is used by most major publishers today.

Pre-Bid Targeting

Pre-bid targeting is done via distinctive segments that may be targeted for viewability, brand safety, anti-fraud, suspicious activity, and content categories. Pre-bid sections or parts are based on app bundles or single-page URLs that IAS has predetermined to suit specific criteria.

Predictive Bidding

Predictive bidding can be defined as the right bid for every impression. Predictive bidding precisely forecasts each customer's engagement, conversion, and value. It always bids the correct price for ad inventory to reach them.

Preferred Deal/Unreserved Fixed Rate

Preferred Deal (PD) is also known as private access, spot buying, and unreserved fixed rate. Preferred deals dodge the auctions and offer a buyer a fixed price to purchase inventory. It provides the buyer with exclusive access to inventory, guaranteeing a spot. The preferred deal is basically known for its guaranteed inventory if floor price is met appropriately, complete transparency on the buying, and fixed pricing.

Price Floor

A price floor is the lowest possible price any product or service can be sold for. According to an ad-tech, the price floor orders the minimum cost at which space for digital advertisements can be sold via an ad exchange or supply-side platform (SSP).

Private Auction

A private auction is more like an open auction, except publishers constrain participation to designated advertisers only. Contrasting open auctions, this private deal offers an exclusive group of advertisers with a priority to bid on an inventory before it becomes obtainable or available in the open marketplace.

Private Blog Network (PBN)

A private blog network (PBN) can be referred to as a network of websites that cater high quantity of links to another website. These link networks entail low-quality links devised to influence and manipulate search engine rankings.

Private Marketplace (PMP)

A private marketplace, in general, is an invite-only marketplace where publishers make their premium inventory accessible directly to hand-picked buyers. PMPs are a subsection of real-time bidding (RTB) and amalgamate programmatic effectiveness with the exceptionality of direct deals.

Product Recommendations

The term product recommendation is an essential part of an eCommerce personalization strategy. Products are vigorously populated to a user on an app, webpage, or email based on data available like customer attributes, situational context, or browsing behavior — offering a custom-made shopping experience.

Programmatic Direct

Programmatic direct is a distinctive type of programmatic advertising where a publisher contacts a particular advertiser to buy ad space at a consulted or negotiated cost for a set time interval. The additional benefit is that advertisers get assured ad impressions by showcasing or displaying ads on the publisher's premium site or web pages.

Programmatic Media Buying

Programmatic media buying operates or utilizes algorithms and data insights to serve ads to the right and appropriate user at the right time and the right price. Programmatic media buying can be classified into three types: Real-time bidding (RTB), Private Marketplace (PMP), and Programmatic Direct.

Programmatic Advertising

Programmatic advertising can be referred to as the process of selling and buying digital advertising space automatically. Programmatic advertising automation creates transactions efficient and competent. It also rationalizes the process and amalgamates the digital advertising efforts in one technology platform.

Programmatic A/B testing

An appropriate A/B programmatic testing can be defined as a data-informed decision-making procedure. It provides publishers with fundamental guideposts for evolving their programmatic strategies, eventually driving increased revenue potential for them.

Programmatic Audio

Programmatic audio can be defined as the usage of technology to mechanize or automate the insertion and selling of ads inside audio content, such as music-streaming services, podcasts, and digital radio.


A podcast can be referred to as a form of audio broadcasting on the web. The podcast can be listened to or audibly consumed while commuting or working. It’s a specific content medium that doesn’t necessitate all of your target audience’s attention, like a blog post or video.


A publisher offers the ability and inventory that permits advertisers to run ads on their website or apps, which means a publisher can be a website or an app. Publishers sell space on their property, i.e., a website or an app, to app developers (buyers) and companies managing ad campaigns for advertisers (agency).


Quality Score

Quality Score can be defined as Google's rating of the relevance and quality of both your PPC ads and keywords. Quality Score can determine the cost per click (CPC) and then multiply by the maximum bid to establish the ad rank in the ad auction procedure or process.


A query means a request or demand for data from a database or combination of tables. The data can be extracted or generated by Structured Query Language (SQL) or as pictorials, graphs, or complex results, such as trend analyses from data-mining tools. Numerous different query languages are used to accomplish a range of simple to complex database queries. SQL is among the most well-known and prevalent query languages; it is also familiar to most database administrators (DBAs).


Quora can be defined as a question-and-answer website where individuals go to find accurate information. Every piece of the content present on the site is generated by users, which means it is created, amended, and structured by the same people that use the website.



The term “reach” can be defined as the total number of users or audiences who have seen or experienced a specific ad or content. If 100 total individuals have seen the ad, it directly means that the ad’s reach is 100. Three different types of reach are available: organic, paid, and viral reach.

Real-Time Creative Optimization (RTCO)

Real-Time Creative Optimization is a display ad technology that generates and creates personalized ads based on data & information about the viewer at the moment of ad serving.

Real-Time Advertising (RTA)

Real-time advertising (RTA) can be defined as a performance-based form of display advertising. Real-time advertising works with real-time bidding (RTB). RTA comprises ad opportunities or bidding on inventory in real-time to display one ad to one person based on precise targeting conditions.

Real-Time Bidding (RTB)

RTB or Real-time bidding is referred to as a subcategory of programmatic media buying. RTB can be described as the practice or procedure of buying and selling ads in real-time on a per-impression basis in an immediate or instant auction. RTB is generally facilitated by a supply-side platform (SSP) or an ad exchange.

Referral Traffic

Referral traffic is Google's way of reporting visits to a site via sources outside of its search engine. User clicks on a particular hyperlink to visit a new page on a different website; analytics tracks the click and mark it as a referral visit to the second site. That means the originating site is a referrer, as it refers to traffic from one site to the next.

Remnant inventory

Remnant Inventory is referred to as an advertising space that remains unsold until it is about to be used; thus, it is often sold at a discounted rate at the last minute in a Real-Time Bidding (RTB) setting. These certain auctions are often facilitated or held by Ad Exchanges, Supply-Side Platforms (SSPs), and Demand-Side Platforms (DSPs).


Rendering can be described as the visual representation of a model that initially exists as a data collection. It is the procedure involved in initiating a two-dimensional or three-dimensional image from a model using application programs. Rendering is highly used in TV special effects, design visualization, architectural designs, video games, animated movies, and more.

Reseller Program

A reseller program or partner program can be described as a popular business strategy used by the vendors to upsurge sales, build better relationships, and grow their network of users.

Responsive Web Design

Responsive Web design means an approach that proposes a specific design and development that should respond to the user’s environment and behavior based on screen size, platform, and orientation. Responsive Web design involves an amalgamation of flexible grids and layouts, images, and CSS media queries.


Retargeting refers to the online ad placement or display ads targeting users who have eventually interacted with a particular site in specific ways without buying or purchasing.

Return On Investment (ROI)

The term "Return on Investment" or ROI is the most widely-used profitability indicator. ROI measures the profit or loss generated by an investment based on the amount of money invested. Return on Investment can directly mean the profitability of a company's marketing efforts. ROI is expressed as a percentage used to make financial decisions, such as comparing a company's profitability or efficiency between multiple investments.

Retail Media

Retail media is referred to as advertising within apps and retailer sites. It is usually done by the brands that are directly selling products with the retailer. Retail media advertising can also come via non-endemic brands, such as financial services or travel companies interested in retailer audiences; however, they don’t necessarily sell products on those retailers’ sites and apps.

Return On Advertising Spend (ROAS)

Return on ad spend (ROAS) can be defined as a marketing metric that calculates the amount of revenue earned for every buck spent on advertising. Like return on investment (ROI), ROAS estimates the ROI of money invested into digital advertising. It can also be measured more granularly based on specific ads, targeting, campaigns, and more.

Rewarded video ads

Rewarded video advertising can be described as a format that offers users a reward in exchange for time spent while viewing a full-screen ad.

Rich Media

Rich media can be defined as a digital advertising term for an ad that comprises advanced features such as video, audio, or graphics that inspire viewers to engage and interact with the content.


Robots.txt is a text file created or generated by webmasters to instruct web robots, i.e., search engine robots, to crawl pages on their website. The robots.txt file is part of the Robots Exclusion Protocol (REP), a unit of web standards that standardize and regulate how robots crawl the web, index and access content, and assist or serve that content up to users.


Search Advertising

Search advertising can be described as a method of placing online advertisements on web pages that demonstrate results from search engine queries. Via the same search-engine advertising services, ads can be placed on Web pages with other specific published content.

Search Algorithm

Search algorithm means a step-by-step process used to locate specific data amongst a collection of data. The search algorithm can be considered a primary procedure in computing. It is used to retrieve information stored within some data structure or computed in the search space of a problem domain, either with separate or constant values.

Search Engines

A search engine can be described as an online tool designed and meant to search for sites or webpages on the internet based on the user’s search query. A search engine looks for the results on its database, categorizes them, and generates an ordered list using unique search algorithms. The list is known as the search engine results page (SERP).

Search Engine Marketing (SEM)

Search engine marketing (SEM) can be defined as a digital marketing strategy used to increase and improve the visibility of a webpage or website in SERPs, i.e., search engine results pages.

Search Engine Optimization (SEO)

Search engine optimization or SEO means the procedure or process improving the site to increase its visibility when users or audience search for products or services related to the business in Google, Bing, and other search engines. The better visibility the pages have in search results, the more likely to grab attention and attract potential and current customers to a specific business.

Search Engine Results Page (SERP)

Search engine results pages or SERP are referred to as the web pages served to users when they search for a specific query online using a search engine, such as Google or Bing. The user inserts their search query, often using keywords or particular terms and phrases; via that specific keyword, the search engine presents them with a SERP.

Search Network

Search Network can be defined as a group or a set of search-related websites or webpages where specific ads and free product listings can appear.

Search Operator

A search operator or search parameter can be defined as a character or series of characters used or inserted in a search engine query to narrow or taper the focus of the search.

Search Query

A search query can be described as a keyword or phrase combination or permutation users enter or insert in search engines to find the information they are interested in.

Self-Service Platform

The Self-Service Platform stands for a low-cost and easy deployment solution that allows organizations or companies to offer end-to-end digital services. The consumer and staff experience is constant on all channels, and it delivers a single view of the customer.

Social Advertising

Social advertising can be referred to as a procedure of creating and positioning clickable ads to reach target audiences. Social Advertising includes social media platforms, messaging apps, news feeds, and websites. Multiple businesses and companies use social advertising campaigns to build brand awareness, generate leads, and traces sales revenue.

Social Media Traffic

The term social media traffic means the traffic that is coming to a specific website, mobile site, or mobile app via social media platforms and social networks.

Second-Party Data

Second-party data can be described as data that an organization or company gathers directly from its audience or customers and then sells directly to another company or firm. Second-party data includes data from multiple activities on websites, in-store purchase history, apps, social media, survey responses, and more.

Second Price Auction

Second-price auctions can be described as the most common type of auction in programmatic advertising, mainly because second-price auctions directly benefit the advertiser. Second price auctions were designed where advertisers could bid for their entire budget; simultaneously, they were guaranteed not to overpay per impression.

Similar Audiences

Similar Audiences gauges data about the existing remarketing audiences and locates new and qualified customers who have shared interests with that audience. A similar audience is a powerful and straightforward way to reach a more significant audience and drive conversions and clicks among new prospects.

Static Ad

Static Ads can be defined as the advertising images or banners that remerge to run retargeting campaigns. Static ads are ads that don’t change. Advertisers select static ads when they want to produce or generate awareness around their brand and reach a sizeable audience.

Supply-side platform (SSP)

A supply-side platform (SSP) can be defined as an advertising technology (AdTech) platform used by publishers to manage, sell, and optimize available inventory or ad space on their websites and mobile apps in an automated and well-organized way. By utilizing an SSP, publishers can show display, video, and native ads to their visitors and efficiently monetize their website and apps.


Third-Party Cookie (3P COOKIE)

Third-party cookies can be described as cookies created by domains that are not the actual website or domain that an individual is visiting. Third-party cookies are generally used for online advertising activities and are positioned on a website via scripts or tags. It is available on any website that loads the third-party server's code.

Third-Party Data

Third-party data is referred to as any information gathered by an entity or unit that doesn’t share any direct relationship with the user while the data is being collected. Often, third-party data is assimilated via multiple websites and platforms; it is then aggregated together by a third-party data provider like a Data Management Platform.

Time On Page

Time on page can be defined as the average amount of time a particular individual or user spent while viewing a definite page or screen or set of pages or screens.

Title Tag

The title tag can be defined as an HTML code tag that permits an individual to give a web page a title. It is in the browser title bar, as well as in the SERP. Remember, it is vital to add and optimize the website's title tags, as they play a critical role in terms of organic ranking, i.e., SEO.

Tracking Codes

Under website analytics, a tracking code is a snippet or a fragment of JavaScript code that eventually tracks or traces a website's activity by accumulating data and sending it to the analytics module. The code is created automatically; it is distinctive for each website and has to be installed on each page you are targeting to track.

Trading desk

A trading desk is better known as a piece of technology or a set of services offered by a media agency. The services include planning, buying, optimizing, and managing programmatic advertising campaigns.


Unique Value Proposition

Unique Value Proposition (UVP) can be defined as a phrase that concisely clarifies why an individual's business is unique. It offers potential consumers a boost and simultaneously provides a reason to do business with a particular brand based on the philosophy of uniqueness and not with other competitors.

Unique Visitors

The term “unique visitor” or “unique user” in marketing analytics refers to a person or an individual who has visited the website at least once and is counted only once in the reporting period. So, if the user or visitor visits the web more than once, it is still calculated as one visitor only.


The term user or end-user refers to any individual who uses a specific product or service as per their needs. A user is an agent, either a human or software, who uses a computer or network service.

User Experience (UX)

The term user experience incorporates all features and characteristics of the end user's interaction with the specific company, its products, and services.

User ID

User identification (user ID), username, or user identifier can be defined as a logical entity used to classify or identify a user on software, website, system, or inside any generic IT ecosystem. User ID is used within any IT facilitated system to identify and differentiate between the users who access or use it.

User Interface (UI) design

User interface (UI) design can be defined as the procedure designers use to construct or build interfaces in software focusing on looks, aesthetics, or style. Designers or creators aim to produce or build interfaces which user-friendly and pleasurable. UI design is also known as the graphical user interface.

UTM Tracking Code

Urchin Tracking Module or UTM codes are referred to as the snippets of code attached to the end of a URL and used to measure or gauge the efficiency of digital marketing campaigns. UTM codes are used to identify certain sources of traffic to the website. UTM codes, at a minimum, comprise a traffic source, a medium, and a campaign name.


View-Through Rate

The View-Through Rate or VTR of an ad is the percentage of people or users who viewed an ad all the way through, out of all the people or users who had the ad load on their specific computer, screen, or devices. VTR is generally used for video ads.

Viewability Rate

The viewable rate of an ad is the percentage of time when a particular ad appears on a site or app with the enabled "Active View" option. This percentage evaluates how many of those ads have measurable impressions and were actually viewable to the potential consumers.

Video Ad-Serving Template (VAST)

Video Ad Serving Template or VAST is a specification outlined and discharged by the Interactive Advertising Bureau (IAB) that determines the standard for communication requirements amongst ad servers and video players to present video ads.

Video Marketing

Video marketing can be defined as a forward-facing marketing strategy that incorporates engaging video into a specific marketing campaign. Video marketing can be used for multiple marketing campaigns, whether a company wants to promote its services or products, brand awareness, building brand identity, or customer rapport. It can serve as a medium to present how-to or DIY videos, promote customer testimonials, live-stream events, deliver viral content, and more.


The term “visits” can be defined as the number of times a unique visitor or user comes to a specific site searching for particular information or data.


Walled Garden

The walled garden is an organization that maintains its technology, report, information, and user data to itself, with no intent or objective to share it across. In simpler words, it is a closed ecosystem, functioned and operated by individuals within the ecosystem, without any external association.

Website Analytics

Web analytics is the procedure of evaluating the behavior or action taken by visitors to a specific website. This process involves tracking, assessing, and reporting data to gauge web activity, incorporating the use of a website and its components, like web pages, images, and videos.


Webrooming is a slang expression for the customer practice of researching and exploring products online before purchasing them in a physical store. Webrooming is often used to compare with another customer practice known as "showrooming," consumers first try the products they want in a store before purchasing them online.


Whitelisting can be defined as a cybersecurity strategy via which a user can only take actions on their respective computer that an administrator has unambiguously permitted in advance. A whitelist is the exact reverse of a blacklist. If an individual has implemented a whitelist, they have blacklisted everything in the world except the stuff on their list.

White Hat SEO

The term "white hat" means authentic, legal, and best-practice techniques of digital marketing. White hat SEO signifies any practice that develops the search rankings on SERP while preserving the integrity and reliability of a website and residing within the search engines' terms of service.

Win rate

The term win rate can be described as a percentage metric in programmatic media marketing that gauges the number of impressions secured over the number of impressions bid. High win rates in terms of programmatic can signify low bidding competition for the website or user at the price point.


A wireframe can also be described as the page schematic or screen blueprint. The wireframe is a visual guide that denotes the skeletal framework of a website.


Extensible Markup Language (XML)

Extensible Markup Language (XML) can be described as a markup language that outlines a set of rules for encoding and encrypting the documents in a format that is both machine-readable and human-readable.

XML Sitemap

An XML sitemap is referred to as a file that enlists a website’s essential pages, ensuring that Google can find, locate, and crawl them all. An XML sitemap helps search engines recognize an individual’s website structure and speed up content discovery.



Yield is the amount of revenue an individual earns from their ads. Yield is an indicator of how successful an advertising effort was. There is no definite way to foresee the exact yield; however, publishers can gauge or compute a rough estimate via their average cost per mille (CPM) and ad fill rate.


Zero-Party Data

Zero-party data is a set of information that a consumer deliberately and proactively shares with a specific brand. It involves preference center data, buying intentions, personal perspective, and how the individual wants the brand to acknowledge them.

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