Disentangling the Digital Web

Unravel the complexities of AdTech with our streamlined guide. Familiarize yourself with crucial terms and acronyms, equipping you with the knowledge to navigate and thrive in this dynamic industry. 

Disentangling the Digital Web

Unravel the complexities of AdTech with our streamlined guide. Familiarize yourself with crucial terms and acronyms, equipping you with the knowledge to navigate and thrive in this dynamic industry. 

Ad Agency

An organization that creates and manages advertising campaigns for clients. They handle strategy, creative development, and media buying.

Ad Block

A program designed to halt advertisements on websites. Commonly utilized by users to optimize their web browsing & reduce interruptions.

Ad Call

A request made to an ad server to retrieve an advertisement. It's initiated when a user visits a webpage or opens an app.

Ad Exchange

A digital marketplace where publishers sell their ad inventory to advertisers in real-time. It uses automated buying methods.

Ad Formats

The various types of advertisements available for display, such as banners, video, or interstitial ads.

Ad Fraud

Deceptive practices to artificially inflate ad performance metrics, often involving bots mimicking human behavior.

Ad Mediation

A service that manages and optimizes ad requests from multiple networks to ensure maximum revenue for publishers.

Ad Injection

Unauthorized ads inserted into web pages without the consent of site owners or users, often by malicious software.

Ad Inventory

The total ad spaces a publisher can offer, available for advertisers to showcase their promotional content.

Ad Impression

The count of times an advertisement is fetched and potentially seen by users, whether it's clicked or not.

Ad Network

Companies that aggregate ad inventory from publishers and sell it to advertisers, often categorizing spaces by audience.

Ad Ops

Short for "Advertising Operations", it refers to processes that manage and optimize the delivery and effectiveness of ads.

Ad Optimization

The process of improving ad performance through analysis and adjustments, maximizing desired outcomes like clicks or conversions.

Ad Pod

A collection of consecutive advertisements presented during digital video playback, mirroring the structure of a TV commercial interval.

Ad Refresh

The method of loading a new ad in an ad slot after a set period or action, increasing the number of ads shown in one session.

Ad Server

A technology that stores, delivers, and tracks ads. It ensures the right ad is shown to the right user at the right time.

Ad Slot

A designated space on a webpage or app where an ad can be placed.

Ad Space

The area on a website or app reserved for displaying advertisements.

Ad Tag

A short code snippet embedded on a webpage, prompting the ad server to retrieve and exhibit an advertisement content.

Ad Targeting

The strategy of showing ads to specific audiences based on various criteria like demographics, behavior, or location.

Ad Tech

Short for "Advertising Technology". Refers to software and tools used for delivering and optimizing online advertising.

Ad Trafficking

The process of setting up and managing ad campaigns within an ad server, ensuring correct delivery and tracking.

Ad Unit

A specific size or format of an ad, like a banner or video, that can be placed within an ad slot.

Ad Verification

Services that ensure ads are displayed correctly, in safe environments, and are seen by real users, not bots.

Ad Choices

An industry self-regulation program that gives users the option to opt-out of personalized ads.


Advertising that can be customized for individual viewers, often based on user data or preferences.

Addressable TV

TV that allows advertisers to show different ads to different households while watching the same program.


A tool for digital ad security, ensuring the integrity of ad request and response data.


A method for publishers to declare authorized digital sellers, preventing unauthorized inventory sales.

AdSense Alternatives

Other platforms or services that offer online advertising opportunities similar to Google AdSense.

AdSense Deductions

Amounts subtracted from a publisher's AdSense earnings due to invalid activity or other adjustments.

AdTech Platform

Software that provides technology and tools for online advertising campaigns, from creation to analysis.

Advanced TV

Television content accessed through advanced methods, including streaming, on-demand, and addressable TV.


An individual or organization that pays to promote their products, services, or ideas.

Advertising ID

A unique identifier for mobile devices used for targeted advertising without revealing personal info.

Advertising Management

The process of strategizing, designing, buying, & overseeing the outcomes of promotional ad campaigns.

Advertising Video on Demand (AVOD)

A service offering video content for free to users, generating revenue from advertisements.

Affiliate Network

A platform connecting advertisers with publishers, compensating for generating traffic or sales.


An organization that manages and oversees advertising or marketing campaigns for clients.

Agency Trading Desk

A managed service for buying ad inventory, often using real-time bidding and data-driven decisions.


Advertisements designed for quick loading and superior aesthetics on mobiles, leveraging the Accelerated Mobile Pages (AMP) technology framework.


A curated list of authorized entities, such as IP addresses or domains, granted access or permissions to a specific service, system, or activity.


Tools employed by websites to detect, counter, or circumvent the actions of ad-blocking software.


Application Programming Interface. A set of rules allowing different software entities to communicate.

Audience Extension

Strategies allowing publishers to reach their audience beyond their own inventory, often using data.

Audience Segment

A set of users systematically classified by attributes such as behavior, demographics, interests & other traits.

Automated Content Recognition (ACR)

Technology that identifies content played on a device, often used for TV audience measurement.

Autoplay Video Ad

A video advertisement that starts playing automatically, often without user initiation.



Using secondary ad sources to fill unsold inventory, ensuring maximum ad space utilization.

Banner Ad

A rectangular display on a website's top, bottom, or sides, typically used for advertising content.

Banner Blindness

The tendency of website visitors to ignore banner ads, even when they contain useful information or offers.


An object embedded in web pages or emails to monitor user behavior & traffic patterns. Often used for tracking.

Behavioral Data

Information collected about users' online activities, like pages visited or searches made, to create targeted ads.

Behavioral Targeting

A method of serving ads based on users' online behavior, ensuring more relevance to the audience's interests.

Bid Request

A process where publishers request bids for an ad impression from potential advertisers in real-time.

Bid Shading

A strategy used by advertisers to bid slightly less than the maximum bid in programmatic auctions to save costs.


An entity, often an advertiser or agency, that participates in the auction process to place ads on digital spaces.

Bidding Strategy

The approach used by advertisers in programmatic auctions to win ad placements at optimal prices.

Bidstream Data

Data from the auction process capturing specifics about users, devices, location, and the context in which the advertisement request occurs.


A list of entities, such as IP addresses or domains, that are specifically excluded or denied access to a particular service, system, or activity

Branded Inventory

Ad spaces or content specifically designed to align with and promote a particular brand or product.

Brand Safety

Measures ensuring that ads don't appear next to content that can harm the advertiser's reputation or brand image.

Bot Traffic

Web traffic generated by automated bots or scripts, not humans. Often considered non-legitimate in advertising metrics.


CDN (Content Delivery Network)

A network of servers that deliver web content to users based on their geographic location, ensuring faster load times.

Click Spam

The act of intentionally over-clicking ads, either by humans or bots, to artificially boost revenue or distort metrics.

Click URL

The destination URL where users are directed upon clicking an ad.

Click-Through Rate (CTR)

The ratio of users who click on an ad to the number of total users who view the ad (impressions).

Competitive Separation

Ensuring that ads from competing brands or products don't appear too closely together on a webpage.

Completion Rate

The percentage of video ads played through to the end by users, indicating engagement and interest.

Connected TV (CTV)

A television that connects to the internet, allowing access to online content, including streaming and programmatic ads.

Consent Management Platform

A tool that helps websites obtain and manage user consents for data processing, especially for GDPR compliance.

Container Tag

A single tag placed on a webpage that can house multiple other tags, simplifying tag management.

Contextual Data

Information about the content of a webpage used to serve relevant ads without using user personal data.

Contextual Intelligence

Advanced systems analyzing webpage content in real-time to enhance the relevance of ads displayed.

Contextual Signals

Elements or cues from content that provide context, aiding in serving more relevant ads.

Contextual Targeting

Serving ads based on the content of a webpage rather than user behavior, ensuring relevance.

Conversion Attribution

Assigning credit to a particular ad or touchpoint that led to a desired user action or conversion.

Conversion Pixel

A small piece of code placed on a webpage to track user actions, like purchases, after viewing or clicking an ad.

Conversion Rate (CVR)

The percentage of users who take a desired action (like buying a product) after clicking on an ad.


Small data files stored on users' browsers, tracking online behavior and preferences to enhance web experiences.

Cookie Sync/Matching

The process of mapping user IDs from one platform, enabling unified tracking across different systems.

COPPA (Children's Online Privacy Protection Act)

US law requiring parental consent for collecting data from children under 13.

Core Web Vitals

A set of metrics by Google, measuring user experience on web pages, including load time, interactivity, and stability.

Cost per Action (CPA)

The cost an advertiser pays for each desired action (like a sale or signup) achieved through an ad.

Cost per Click (CPC)

The amount paid by an advertiser when their ad is clicked by a user.

Cost Per Install

The price advertisers pay for each app installation resulting from their ad.

Cost per Mile (CPM)

The cost an advertiser pays for a thousand views or impressions of their ad.

Cost per Mille Viewable Impressions (vCPM)

Cost paid by advertisers for every 1000 viewable ad impressions, emphasizing ad visibility to users.

Cost per Viewable Impression

The amount an advertiser pays when their ad is recognized as viewable according to established industry standards for measurement.

CPCV (Cost Per Completed View)

The amount an advertiser pays when a video ad is viewed to its completion.

CPV (Cost Per View)

The cost an advertiser pays when their video ad is viewed, regardless of completion.

Creative Tag

A code snippet that provides details about an ad creative, such as its format and where it should be displayed.

Cross-Screen Addressable

Advertising that can be targeted to specific users across multiple devices or screens.

Cross-Screen Measurement

Analyzing the performance and reach of advertising campaigns across various devices/screens.

Curated Deal

A customized advertising deal, often involving premium inventory or specific audience targeting.

Customer Data Platform (CDP)

A system that collects and organizes customer data from various sources to create unified customer profiles.


Daisy Chain

A sequence of ad networks or servers where unsold ad inventory is passed down the chain until it's sold.

Data Broker

Companies that collect and sell data, often about individuals, to other companies for various purposes.

Data Clean Room

A secure environment where data from different sources can be analyzed together without being directly shared.

Data Lakes

Centralized storage repositories that allow you to store structured and unstructured data at any scale.

Data Management Platform (DMP)

A platform that collects, organizes, and activates large sets of data from various sources for marketing purposes.

Data Onboarding

The process of transferring offline data to an online environment for marketing activities.

Data Provider

An entity that supplies data, often about users or their behaviors, which can be used for various purposes.

Data-Driven Linear

Linear TV advertising (traditional TV) that uses data to enhance targeting and ad placement.

Deal Check

A review process ensuring that the terms of an advertising deal or contract are being met.

Deal ID

A unique identifier for programmatic advertising deals, linking buyers and sellers to specific agreement terms.

Deal Types

Categories of programmatic buying agreements, such as private marketplaces or open auctions.


The process of determining which ad to show in a given ad slot based on various criteria like targeting & bid value.

Default Creative/Reserve Creative

Backup ad content displayed when no other specific ad content is selected or available.

Default Tag

A placeholder ad tag used when no specific ad meets the criteria for display.

Demand Path Optimization (DPO)

A method using strategies and tools by advertisers to streamline and improve paths for programmatic media buying efficiency.

Demand-Side Platform (DSP)

A system that allows advertisers to manage and optimize multiple ad exchange and data exchange accounts through one interface.

Demographic Data

Information about populations, such as age, gender, income, and education. Used for targeted advertising.

Description URL

A URL providing additional information about an ad, often leading to a landing page or product page.

Deterministic Matching

Linking devices or platforms to a single user based on known identifiers, like login data, ensuring high accuracy.

Device Fingerprinting

A method to identify individual devices based on the device's unique configurations and settings.

Device ID

A unique identifier for a device, often used for targeting and tracking in mobile advertising.

Digital Advertising Alliance (DAA)

An organization that establishes and enforces responsible privacy practices for digital advertising.

Display Ads

Visual advertisements shown on websites, often in the form of banners, rectangles, or other shapes.

Display Advertising

The use of visual ads (like banners) on websites to promote products, services, or brands.

Display Lumascape

A visual representation of the various companies and technologies in the display advertising ecosystem.

DoubleClick (DFP) for Publishers

A Google-owned platform that allows publishers to manage their ad inventory and maximize ad revenue.

Dynamic Pricing

A pricing strategy where prices can change in real-time based on demand, inventory, and other factors.

Dynamic Creative

Ad content that can change in real-time based on user data or context, ensuring relevancy.

Dynamic Allocation

A method in programmatic buying where the ad server can choose between direct sold ads and programmatic ads in real-time.



"Effective Cost Per Mille". It represents the estimated earnings of an ad per 1,000 impressions.

Exchange Bidding

A server-side unified auction where multiple ad exchanges compete in real-time for an ad impression.


Fill Rate

The ratio of ad requests matched with ads. It indicates the efficiency and success rate of an advertising platform's performance

First Contentful Paint

A crucial core web performance metric that gauges the time from navigation to when the very first content material emerges on the screen.

First Input Delay

Measures the time from when a user first interacts with a page to when the browser responds to that interaction.

First Look

A strategy where select advertisers get the first opportunity to bid on premium inventory before others.

First Party Auction

An auction where only the publisher's direct demand sources participate, often yielding higher revenues.

First Party Data

Data collected directly by organizations from their audience or customers, like website analytics or CRM.

First Price Auctions

A type of auction where the highest bidder pays exactly what they bid.

First-Party Cookie

Cookies set directly by the website a user is visiting, often used for tracking user preferences or sessions.

Floor CPM

The minimum cost per 1,000 impressions a publisher is willing to accept for its ad inventory.

Floor Optimization

The process of dynamically adjusting floor prices in programmatic auctions to maximize revenue.

Frequency Capping

Limiting the number of times a specific ad is shown to a single user over a set period.


General Data-Protection Regulation (GDPR)

EU legislation that regulates how companies protect EU citizens' personal data.


The strategy of serving ads to users specifically based on their precise geographic location or region.

Google AdX

Google's Ad exchange where digital media slots are traded instantly, facilitating real-time ad placement & optimization.

Google MCM (Multiple Customer Management)

A tool by Google that allows entities to manage multiple Google Ads accounts with ease.

Google Open Bidding

Google's unified auction system where multiple demand partners bid for an ad impression simultaneously.


Hard-Floor Price

The absolute minimum price a publisher will accept for an ad impression.

Header Bidding Adapter

A software component that connects a specific demand source or SSP to a header bidding wrapper.

Header Bidding

A programmatic technique where publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers.

Header Bidding Wrappers

A tool managing multiple header bidding adapters, streamlining integration of diverse demand sources for more efficient ad auctions.


IAB Standard Ads

Ad formats standardized by the Interactive Advertising Bureau to promote consistency in the industry.

Identity Resolution

The process of connecting multiple identifiers across different devices and platforms to a single user profile.


"Interactive Media Ads Software Development Kit". A tool by Google to request & display video ads on web content.


A metric that counts the number of times an ad is fetched and potentially viewed by users, regardless of interaction.

In-App Advertising

Ads displayed within mobile applications, ranging from banners to full-screen video ads.

In-Banner Video Ads

Video ads that play within the confines of a display ad banner, rather than in video players.

In-Stream Video

Video ads that play before, during, or after the video content the user has requested (e.g., pre-roll, mid-roll).

Incrementality Testing

A method to measure the additional value generated by an advertising campaign, beyond organic results.

Insertion Order (IO)

A formal, written agreement between advertisers and publishers detailing the specifics of an ad buy.

Intelligent Tracking Prevention

A feature in web browsers to limit trackers from capturing user data across sites, enhancing user privacy.

Interactive Ad Units

Advertisements designed to captivate users through interactive components, including clickable elements, games, quizzes, fostering deeper engagement.

Internet Advertising Bureau (IAB)

An industry association that sets standards, conducts research, and provides legal support for the online advertising industry.

Interstitial Ad

Full-screen ads that cover the interface of an app or website, often displayed during transitions.

Invalid Traffic (IVT)

Web traffic that is not generated by genuine human users, including bots or fraudulent clicks.


The total amount of ad space a publisher has available to sell to advertisers.


Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.


Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.


Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.


Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.


Largest Contentful Paint

A crucial core web vital metric evaluating when a page's primary content achieves completion in rendering for an optimal user experience.

Lazy Loading

A technique where content, like images or ads, are loaded only when they're about to be displayed on the user's screen.

Leaderboard Ads

A type of banner ad that spans the top of a webpage, typically measuring 728x90 pixels.

Line Item

A specific ad or set of ads within an insertion order, detailing the ad's run time, price, and targeting criteria.

Look-Alike Audience Modeling

A method to find new audiences by identifying profiles similar to your existing customers.



A blend of marketing and advertising technology, focusing on data-driven personalized advertising.


Malicious advertising where ads are used to spread malware or deceive users.

Manual Media-Buying

The traditional method of purchasing advertising space directly from publishers without automated systems.

Marketing Attribution

Identifying which marketing touchpoints contribute to a conversion, allowing for better allocation of budget.


Short for "Marketing Technology". Tools and software used in modern marketing tasks.

Mobile Game Ads

Promotional content showcased within mobile gaming apps to engage users during gameplay.

MRAID (Mobile Rich Media Ad Interface Definitions)

A protocol for displaying rich media ads in mobile apps, ensuring compatibility and interaction.

Multi-Size Ad Placement

A versatile ad space designed to accommodate multiple ad dimensions, enhancing both fill rates and revenue potential for advertisers.


Native Advertising

Ads that match the look and feel of the media format they appear in but are labeled as "sponsored".



A protocol for real-time bidding, enabling automated buying and selling of online ad impressions.


A formal agreement between an advertiser and publisher detailing the specifics of an ad campaign.

OTT Advertising

Ads delivered over "Over-The-Top" platforms, bypassing traditional TV broadcast.

Out-Stream Advertising

Video ads that play outside of video content, like in a text article or social media feed.

Overlay Ads

Ads that appear on top of content, typically video, and can be dismissed by the user.


Page Revenue per Mille (RPM)

Publisher's estimated earnings per 1000 page views, providing insight into revenue generation.


A method where, if one ad network doesn't fill an ad request, it's passed to another network.

Percentage-Based Line Item

An ad order specifying a percentage of impressions to be delivered, rather than a fixed number.

Personally Identifiable Information (PII)

Data that can identify an individual, like name, address, or phone number. It's protected by privacy laws.


When one ad tag triggers another, allowing multiple third-party networks or services to receive data.

Playable Ads

Interactive ads that allow users to experience a sample of an app or game before downloading.

Pop-Up Ad

An ad that appears in a new browser window or tab, often considered intrusive by users.


A process where ads are bid on after the primary ad decision is made, often to fill unsold inventory.


Video ads that play before the main content starts.


Video ads that play after the main content has finished.

Post-Bid Integration

Integrating third-party demand sources after the primary ad decision, maximizing fill rates.

Preferred Deal

A non-guaranteed, fixed-price agreement between publishers and advertisers in programmatic buying.

Premium Inventory

High-quality ad spaces that are more valuable due to factors like placement, audience, or content.

Price Floor

The lowest price established by a publisher to sell its available ad inventory to potential advertisers.

Private Auction (PMP Deal)

An exclusive, invitation-only real-time bidding auction where select advertisers can bid on premium ad inventory. Prices are often pre-negotiated, and only those with the invitation can participate.

Private Marketplace (PMP)

A digital environment where publishers offer their premium ad inventory to a select group of advertisers. Unlike open exchanges, access is restricted, ensuring higher quality placements and often better pricing

Probabilistic Matching

Using algorithms to match users across devices based on behaviors, not definitive identifiers.

Programmatic Advertising

Automated buying and selling of online ad impressions using real-time data and algorithms.

Programmatic Buying

The automated process of buying ad space in real-time, based on specific parameters.

Programmatic Direct/Guaranteed

Buying specific ad inventory in advance, guaranteeing placement and impressions.


An entity that produces or distributes content and offers ad space on their platform.


Quantity-Based Line Item

An ad order specifying a fixed number of impressions to be delivered, rather than a percentage.


Real-Time Bidding (RTB)

A live auction where ad impressions are bought and sold in real-time, often in milliseconds.

Real-Time Bidding (RTB) Protocol

A set of standards for organizing the real-time bidding process, ensuring seamless transactions.

Remnant Inventory

Unsold ad spaces usually sold at a discount, often through programmatic channels, optimizing inventory utilization.


A strategy to show ads to users based on their previous online actions, aiming to bring them back to complete a task.

Return on Investment (ROI)

A metric evaluating the profitability of an investment, comparing the net profit to the initial cost.

Run on Exchange (ROE)

Ads that are allowed to run across any site or app within an ad exchange.

Run on Network (RON)

Ads that run across all sites within a specific ad network.

Run on Site (ROS)

Ads that run across all pages of a specific website.


Second Price Auction

An auction model where the highest bidder pays the second-highest bid price.

Second-Party Data

Data shared directly between two parties, often a brand sharing its data with a trusted partner.

Semi-Transparent Inventory

Ad inventory where the buyer has some, but not full, visibility into the placement or source.

Server-Side Header Bidding (S2S)

A header bidding process that takes place on the server side, reducing latency on the user's device.

Skippable In-Stream Ads

Video ads that give viewers the option to skip after a certain number of seconds.

Soft-Floor Price

An auction model where the highest bidder pays the second-highest bid price.

SSAI (Server-Side Ad Insertion)

A process where ads are stitched into content on the server side, making ad blockers less effective.

Standard In-Stream Ads

Typical video ads that play before, during, or after the main video content.

Sticky Ads

Ads that remain visible or "stick" to a position as the user scrolls through content.

Supply Chain Object (sco)

A structure in digital advertising that provides a clear view of all parties involved in a transaction.

Supply Path Optimization (SPO)

Techniques used by advertisers to choose the most efficient paths to purchase inventory.

Supply-Side Platform (SSP)

A platform that allows publishers to manage, sell, and optimize their ad inventory in an automated fashion.


Tag Container

A single code snippet embedded in a webpage, capable of containing multiple tags, streamlining the process of tag administration.

Tag-Management System (TMS)

A tool that facilitates the easy addition and management of code snippets on a website, often for tracking purposes.

Target CPM

The desired cost per thousand impressions set by advertisers for their campaigns.


The practice of directing ads to specific audiences based on various criteria like demographics or behavior.

Third-Party Cookie

Cookies set by domains other than the one being visited, often used for tracking and ad targeting across sites.

Third-Party Data

Data sourced from outside entities, not directly collected by the advertiser or publisher.

True CPM

The actual cost per thousand impressions, considering all costs associated with an ad campaign.

Trustworthy Accountability Group (TAG)

An industry initiative to combat fraudulent activity and improve transparency in digital advertising.


Universal ID

An identifier tracing users across platforms and devices, ensuring consistent experiences and precise ad targeting for improved results.

Unified ID 2.0

An open-source identifier replacing third-party cookies. Enhances user privacy and ad targeting, supported by industry collaborations.

User Acquisition (UA)

The process of gaining new users for an app, platform, or service, often through marketing strategies.

Unified Auction

A real-time auction where all demand sources bid simultaneously, as opposed to sequential bidding.

User Data

Information related to users, such as demographics, behavior, and preferences.

User Profile

A detailed representation of a user's characteristics and behaviors, often used for targeting.


Video Ad-Serving Template (VAST)

A standard format for serving video ads, allowing consistent functionality across platforms and devices.

Video Header Bidding

The process of conducting header bidding specifically for video ad inventory.

Video Player Ad-Serving Interface

A framework allowing video players to display ads and communicate with ad servers.


A metric indicating if an ad had the chance to be seen by a user (e.g., it was on the visible part of a webpage).

Viewability Vendors

Companies providing tools and services to measure the viewability of digital ads.

Viewable Impression

An ad impression counted when a specific portion of the ad is visible for a certain duration.

VMAP (Video Multiple Ad Playlist)

A protocol precisely specifying timing and placement within video content, ensuring seamless and strategic ad integration.

VPAID (Video Player Ad Interface Definition)

A standard allowing rich interactivity within video ads and better measurement.


Walled Gardens

Digital platforms where the operator restricts applications and data to a set standard, like some major social networks.


A sequential method of selling ad inventory, where each demand source bids in a predetermined order, aiming to ensure effective ad monetization.

Web Cookies

Small pieces of data stored on users' browsers, often used for tracking and personalization.

Win Rate

The percentage of auctions a bidder wins out of the total number they bid on.


Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.


Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.


Yield Optimization

Strategies and practices to maximize a publisher's ad revenue, considering demand and inventory.


Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.


Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book.