Glossary

On this page, find the definition of the glossary we use in programmatic.


Ad format :

"Ad format" refers to the specific type or style of an advertisement.
Common ad formats include banner ads, video ads, native ads, interstitial ads, and rich media ads.
Each format has its own characteristics, such as size, placement, and interaction capabilities.

API :

(Application Programming Interface) A way for two or more computer programs or components to communicate with each other.

Autorefresh :

"Autorefresh" refers to the automatic reloading of an ad unit on a webpage after a certain period without the need for the user to refresh the page manually.
This technique is used to increase the number of ad impressions and potentially generate more revenue.
However, it must be implemented carefully to avoid disrupting the user experience.

Bid :

A "bid" is an offer made by a buyer in response to a "bid request."
The bid represents the amount the buyer is willing to pay to display their ad in the available ad space.

Bid density :

"Bid density" refers to the number of bids received for a given ad impression or ad unit.
High bid density indicates strong competition among bidders, which can lead to higher ad prices and potentially better revenue for the publisher.
Bid density is influenced by factors such as the quality of the ad inventory, targeting criteria, and market demand.

Bid rate :

The "bid rate" is the percentage of "bid requests" to which a buyer responds with a bid.
For example, if a buyer receives 100 "bid requests" and responds to 50 of them, the "bid rate" is 50%.

Bid Request :

A "bid request" is a request sent by an ad exchange to a buyer (such as an agency or advertiser) to solicit a bid on an available ad space.
This request contains information about the ad space, such as the media type, ad format, audience characteristics, etc.

Bidders :

"Bidders" are entities that participate in the real-time bidding (RTB) process by submitting bids on ad impressions.
Bidders can be demand-side platforms (DSPs), ad networks, or other buyers who are interested in purchasing ad inventory on behalf of advertisers.
They use algorithms and data to determine the value of each ad impression and submit competitive bids accordingly.

Consentless Monetization :

"Consentless monetization" refers to the practice of serving ads to users without obtaining their explicit consent for data collection and tracking.
This can be done using contextual targeting or other methods that do not rely on personal data.

Data Provider :

A "data provider" is a company or service that supplies data to advertisers, publishers, and other parties in the advertising ecosystem.
This data can include demographic information, behavioral data, interest categories, and other insights that help in targeting and optimizing ad campaigns.
Data providers often aggregate data from various sources and make it available for use in programmatic advertising.

Dimension :

Attribute of your inventory e.g. site, device, ad format, placement, refresh, bidder…

Dynamic Floors :

"Dynamic floors" refer to the practice of adjusting the minimum price (floor price) for ad inventory in real-time based on various factors, such as demand, competition, and historical performance data.
This allows publishers to optimize their ad revenue by setting more competitive and profitable floor prices.

Dynamic Timeout :

"Dynamic timeout" is a feature that adjusts the time limit for bid responses based on real-time conditions, such as network latency or server load.
This helps to optimize the ad delivery process by ensuring that bid requests are not prematurely timed out, improving the chances of receiving a bid response.

Latency :

"Latency" refers to the delay or time taken for data to travel from one point to another in a network. In advertising, latency can affect the speed at which bid requests are sent, bids are received, and ads are served.
High latency can lead to slower ad load times and a poor user experience, so minimizing latency is crucial for effective ad delivery.

Lazy Load :

"Lazy load" is a technique used to defer the loading of non-critical resources, such as images or ads, until they are needed.
In the context of advertising, lazy loading means that ads are only loaded when they are about to enter the viewport, improving page load times and user experience.

Metric :

A number, volume, rate or calculation

Payload :

A "payload" refers to the data sent in a bid request or bid response. The payload contains information necessary for the ad exchange and bidders to make decisions, such as user data, ad placement details, and bid prices. The payload is typically transmitted in a standardized format, such as JSON or XML.

Placement :

A "placement" is a specific location on a webpage or within an app where an advertisement can be displayed.
Placements can be defined by their size, position on the page, and the type of content they are associated with.
Advertisers often target specific placements to reach their desired audience effectively.

Publisher ID :

A "publisher ID" is a unique identifier assigned to a publisher by an ad network, ad exchange, or other ad tech platform.
This ID is used to track and manage the publisher's ad inventory, performance, and revenue. It helps in differentiating between different publishers and ensuring accurate reporting and payment.

Quartile :

In the context of video advertising, a "quartile" refers to one of the four equal segments of a video's duration.
Quartiles are used to track and report on video ad performance at specific points: the first quartile (25%), the second quartile (50%), the third quartile (75%), and the completion of the video (100%).
This helps understand how users engage with video ads.

Render rate :

The "render rate" is the percentage of ad impressions that successfully render (display) on a webpage or app.
A high render rate indicates that ads are being delivered and displayed correctly, which is important for both user experience and ad performance.
Factors such as ad creative size, network speed, and technical issues can affect the render rate.

RPM (Page views) :

"RPM (Page Views)" stands for Revenue per Mille (thousand) page views.
It is a metric that measures the revenue generated for every 1,000 page views on a website.

RPM (Placement) :

"RPM (Placement)" stands for Revenue per Mille (thousand) impressions for a specific ad placement.
It is a metric that measures the revenue generated for every 1,000 ad impressions served in a particular ad placement on a webpage or app.

Second chance :

"Second chance" is a feature that allows an ad exchange or SSP to send a bid request to additional demand partners if the initial set of bids does not meet the publisher's price floor or if no bids are received.
This gives the publisher a second chance to monetize the ad impression and potentially increase fill rates.

Timeout rate :

The "timeout rate" refers to the percentage of bid requests that do not receive a response from the ad exchange or demand-side platform (DSP) within the specified time limit.
This can happen due to network latency, server issues, or other technical problems. A high timeout rate can negatively impact ad delivery and revenue.

User ID :

A "user ID" is a unique identifier assigned to an individual user for tracking and targeting purposes in the advertising ecosystem.
User IDs can be based on cookies, device identifiers, or other methods.
They are used to track user behavior, preferences, and interactions with ads across different websites and apps.
User IDs help advertisers deliver personalized ads and measure the effectiveness of their campaigns.

Vendor :

A "vendor" is a company that provides products or services related to advertising technology.
This can include ad servers, demand-side platforms (DSPs), supply-side platforms (SSPs), data management platforms (DMPs), and other tools used in the programmatic advertising ecosystem.