Automated Ad Buying – Or programmatic, typically refers to the use of software to purchase digital advertising, as opposed to the traditional process that involves RFPs, human negotiations and manual insertion orders. The challenge for traditional media companies is the complexity of the process and terminology in digital programmatic. It’s using machines to buy ads, basically.
Ad Exchange – Technology platform that facilitates the buying and selling of ads and related data from multiple sources, such as publishers and networks of publishers. There are Open vs. Private exchanges.
Ad Fraud – The inclusion in reports, bills or other analytics of anything other than natural persons consuming ads in the normal course of using any device.
Analytics – Data and insights used to buy media.
Application Program Interface (API) – A set of routines, protocols, and tools for building software applications. The API specifies how software components should interact.
Audience Targeting – Data driven targeting.
Bid Depth – Metric that measures how many demand-side partners bid for an available impression in any given auction.
Big Data – Broad term for data sets so large or complex that traditional data processing applications are inadequate. Challenges include analysis, capture, data curation, search, sharing, storage, transfer, visualization, and information privacy. Often refers to the use of predictive analytics.
Bot Fraud – Ad fraud specifically perpetrated by bots, which are automated entities capable of consuming any digital content, including text, video, images audio and other data.
Dynamic Ad Insertion (DAI) – With dynamic ad insertion, network operators can provide targeted ads that can be swapped in and out of the television program as it's delivered to the end user. Usually, ads are inserted in advance and cannot be swapped out once the content (TV program) is on the operator's network.
Data Management Platform (DMP) – Software that collects and organizes either a buyer’s or seller’s first-party audience data from its website or station feed to improve audience segmentation and enable targeting.
Demand Side Platform (DSP) – Software platform that feeds a buyer’s media specifications onto an exchange, manages multiple exchange accounts and bids across those accounts.
Private Marketplace ndash; Programmatic trading environment in which a publisher makes available a segment of inventory to an advertiser at a defined price.
Real Time Bidding (RTB) – Technology that uses highly specific data and automation to enable marketers to bid on ad inventory in microsecond auctions.
Supply Side Platform (SSP) – Software platform that feeds a station’s inventory onto the Exchange and allows the station to manage their ad impressions and to maximize revenue.
Trading Desk – The team executing the buys using a DSP.
Yield Management – Is a variable advertising pricing strategy, based on understanding, anticipating and influencing consumer behavior in order to maximize revenue or profits from a fixed, perishable resource like advertising inventory.