Advertising definitions - Programmatic Advertising

Open Ad Exchange

(aka open marketplace, open auction) An open exchange is an ad buying and selling environment in which the publisher allows buyers to access their inventory. This is usually remnant or unsold inventory. The exchange does not buy impressions up front, but impressions are still bought and sold on an impression level. There is usually no direct relationship between the buyer and seller in an exchange model so it may be a blind transaction. Further, advertisers may not know which publishers they are buying from (and vice versa) because they may be transacting through a DSP and the publisher may be transacting through an SSP.

Private Marketplace

(aka private auction, private exchange, closed auction) Private marketplace is a type of programmatic advertising. It refers to an RTB, invitation only, auction environment for digital advertising that leverages publishers' online ad inventory, typically to a select number of advertisers. Inventory is bought and sold at an impression level and it is a one on one deal between publisher and buyer, facilitated through a private marketplace such as Rubicon Project. It also allows publishers to monetize their inventory more efficiently and place rules around who can purchase impressions.

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Deal ID

A deal identifier (ID) is a unique string of characters that is used in a private marketplace to match up specific buyers and sellers based on a number of rules they have agreed on previously. Deal IDs grant buyer/ATD/DSP access to ad placements or data that a publisher exclusively makes available to them.Specifically, if a buyer and seller decide on a deal with specific prices, inventory and data, that information can be programmed into a Deal ID. It allows a private exchange to work more like a direct deal, likening deal IDs to a more automated version of an IO. Here's a more specific example. Let's say a Grantland.com strikes a deal with an agency whose client is Nike. In an open exchange, Grantland has decided not to show inventory from its site so that it doesn't dent the direct sales team. Using a deal ID allows Grantland to make a deal with the agency so that it can exclusively see and bid on inventory from Grantland's site that matches the target demographic Nike wants to advertise to.

Banner Ads

A form of display advertising that has long been considered one of the most popular forms of digital advertising.

RTB

A form of programmatic buying where display ad inventory is bought by agencies/advertisers and sold by publishers through an online media exchange with auction pricing in real time. It takes place one ad impression at a time, sometimes in 1/3 of a second. RTB is impression by impression buying and valuation, with cost efficiency. The targeting and metrics involved deliver advertisers greater granularity. However, much of RTB is done blindly without the buyer knowing who will be running ads on their site and vice versa. Another disadvantage is that much of the inventory that is sold is remnant.

Ad Impressions

A metric that refers to the number of times an ad is sent by an ad server to a user's browser. The number of monthly impressions helps a buyer gain more information about a site, its visitors and its popularity.

Unique Visitors

A metric used to help a buyer understand the popularity and relevance of a site. Specifically, it refers to the number of unique individuals or browsers, which have accessed the site in a specific time period. Within the publishers who have programmatic ad inventory available in SRDS.com, we report unique monthly visitors via a third party provider, Compete.

Tablet

A one piece mobile computer that typically has a touchscreen, used with finger or stylus gestures. Tablets are larger than smart phones or personal digital assistants. While all publishers do not currently offer ad inventory on mobile, this number is increasing over time.

Desktop

A personal computer small enough to fit in one person's workspace. The majority of publishers listed in SRDS.com offer their inventory on this platform.

Per 30 Days

A pricing method offered by some publishers, which gives advertisers a fixed rate for running their ad on a publisher's site for 30 days.

CPM/Cost Per Thousand

A pricing method used to determine the cost for 1,000 impressions/views of an advertisement. Publishers and media properties use CPM to measure revenue made per 1,000 impressions of the ad.

Fixed Pricing

A pricing model and agreement in which an ad buyer and seller determine a flat price the buyer will pay for the inventory or deal. This is stated within the contract as in contrast to an auction environment where the highest bidder wins.

Raster Graphics

A raster graphic is an image made of hundreds (or thousands or millions) of tiny squares of color information, referred to as either pixels or dots.

First Look

A situation in which the media seller gives certain buyers priority in access to inventory. For example, a publisher is selling its remnant inventory through two ad networks. In a first look situation, the publisher gives the first ad network a chance to buy the inventory first. If that first network does not want it, the publisher will pass it to the second network and so on.

Auction Pricing

A situation in which the price for an ad, impression or placement is determined by the participants in the auction. The highest bidder wins.

Mobile

A small, handheld computing device, that usually has a touch display screen and/or a mini keyboard. While all publishers do not currently offer ad inventory on mobile, this number is increasing over time.

CPD/Cost Per Day

A time based pricing method in which an advertiser buys ad impressions on a "time" basis. It refers to the amount an advertiser is willing to pay, per day, to have their ad on a specific site.

Vector Graphics

A vector graphic uses math to draw shapes using points, lines and curves. So whereas a raster image of a 1" x 1" square at 300 dpi will have 300 individuals pieces of information, a vector image will only contain four points, one for each corner; the computer will uses math to "connect the dots" and fill in all of the missing information.

Remnant Inventory

Ad space on a site that a publisher has been unable to sell, so it's typically given a lower cost and is considered undesirable. To be sold, remnant inventory is usually offloaded to ad networks or blind, RTB exchanges.

Premium Inventory

Ad space on a site that a publisher has deemed higher quality, and subsequently attempts to sell it at a higher price. Inventory could be deemed premium because it's above the fold, on a popular section of the site or for other reasons. Historically, this inventory was sold through the publisher's direct sales team, though now, it's also being sold more often on direct guaranteed platforms.

Unreserved Inventory

Ad space on a site that is available for advertisers to purchase or bid on. Typically, this inventory is purchased through direct deals or within private marketplaces and RTB exchanges.

Reserved Inventory

Ad space on a website that is set aside for an advertiser for an established price. This inventory is typically purchased through automated guaranteed methods.

Flash Ads

Adobe's rich media file format, which is used to display interactive animations on the Web. Depending on the ad's design, an entire Flash ad can be animated, or just part can be while the other remains static. Publishers usually limit the file size of a Flash ad and the number of times or length of time the animation can loop.

CPM

CPM stands for "cost per thousand." It's a standard marketing calculation used to determine the cost of reaching 1,000 potential customers with an ad campaign. CPM is calculated by taking the total cost of the marketing method and dividing it by the number of impressions it makes. A banner ad that costs $100 for 20,000 impressions has a CPM of $5, for example. By examining the costs to reach 1,000 customers for each marketing tactic you're considering, you can see at a glance which tactic costs more to reach the same number of people to help you decide where to invest your marketing dollars.

Densou Trading Desk

Densou Trading Desk is the leading independent RTB agency (real time bidding) in Europe. Our mission is to automate the advertising market. We work with some of the world's largest publishers and advertisers. Densou Trading Desk is part of the transformation of the media and marketing world where technology is the cornerstone to create transparency and increased performance. We develop new technology when not available in the market. Otherwise, we use market-leading technology. Our team is highly experienced people in programmatic buying and selling. The team have transacted more impressions in Europe than any other group. Jacob Knobel and Anders Elley founded the company in 2014. They both have extensive experience in technology, media and leadership. The company is headquartered in Copenhagen and is currently active in 9 markets globally.

Audience Buying

Directly purchasing audience segments based on data that has been assembled about them, including their demographics, interests, etc. For example, audience buying gives a buyer the ability to target consumers who may be planning a vacation and then place ads on all of the sites they might visit in contrast to just airline, hotel and vacation websites.

Guaranteed Direct

Guaranteed Direct (aka automated guaranteed, programmatic guaranteed, programmatic premium, programmatic direct programmatic reserved) Automated guaranteed (guaranteed direct) is a type of programmatic advertising. It refers to the direct sale of reserved ad inventory between a buyer and seller, with automation replacing the manual insertion order (IO) process. This inventory is sometimes categorized as premium, reserved, guaranteed, first look, direct sold or class 1. Automated guaranteed allows the publisher to regulate the price of inventory to buyers. It also gives buyers the ability to buy more premium inventory on a direct basis from, transparently. Media buyers and sellers can connect and transact in this manner via automated guaranteed marketplaces, such as Shiny d Ads, BuySellAds, PubMatic, Adslot and iSocket.

Metrics

Information and data that is either provided by the publisher or a third party in order to give buyers more information about the site, its visitors and site usage.

JSON

JAVA SCRIPT OBJECT NOTATION

D3.js

Javascript library that generates vector graphics from data. Creates dynamic visualization

Matrix

Multiple rows and columns in a single object

Scalar

On number at a time in data

Above the Fold

Originally a newspaper term, "above the fold" now refers to the portions of a webpage that are visible to visitors without scrolling. The content and ads that are "above the fold" can vary from screen to screen. Typically, publishers refer to "above the fold" inventory or ad space as more premium and will charge a higher rate for it.

PND

Personal Navigation Device

Programmatic Advertising

Programmatic advertising refers to the automation of buying and selling digital media. Advertisers use programmatic technology to more efficiently buy or bid on digital ad inventory, with less (and sometimes no) direct communication with people. It reduces much of the manual back and forth that come with the middle steps of buying and selling, including IOs.

RMC

Regional Map and Content

RDBMS

Relational Database Management System. Examples: Oracle Database, Microsoft SQL Server, MySQL, PostgreSQL

Rich Media Content

Rich media is a digital advertising term for an ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content. While text ads sell with words, and display ads sell with pictures, rich media ads offer more ways to involve an audience with an ad. The ad can expand, float, etc. You can access aggregated metrics on your audience's behavior, including number of expansions, multiple exits, and video completions to get granular data on the success of your campaign. Rich media lets agencies create complex ads that can elicit strong user response. Using HTML5 technology, the ads can include multiple levels of content in one placement: videos, games, tweets from an ad, etc. If you have a simple objective to generate clicks or a more ambitious goal to create brand awareness, rich media is the format to go with.

Ad Tag

Software code that a buyer provides to a publisher or ad network, which will call the advertiser's ad server and then display an ad when called.

Horizontal Ad Location

Some of our programmatic partners and their publishers also provide you with a horizontal location, which informs you where in the page your ad will appear. This could include "top," "middle," "right," "center," etc.

Minimum Buy

Some publishers and some programmatic partners require a minimum spend in order for an advertiser to purchase space on their website or on a specific ad unit. For example, it may be that an advertiser must spend at least $500 on this specific ad unit, which then results in a certain number of impressions depending on the CPM.

Image Ads

Static display ads that offer no movement or user interaction. These are simple images hyperlinked to an advertiser's site and can contain a combination of still images and text.

Run of Site

The ability to purchase an ad which will run and alternate on any of the pages of that chosen publisher's website.

Accepted Formats

The banner ad types the publisher accepts from a buyer. These may include image ads, flash ads, etc. This should help you determine whether or not to purchase available inventory from this publisher.

Available Inventory

The digital display advertising that a publisher has made available through our programmatic partners, both guaranteed direct and private marketplace, which you can now click to transact from their platforms.

Max File Size

The largest file size that the publisher will accept for the specific creative for the ad unit they've made available.

Daisy Chain

The linking of ad networks in order to ensure that an ad will be served in order to optimize revenues. For example, a flat CPM will be assigned to each network and the network with the higher agreed upon CPM will be first in the daisy chain. If, for some reason, the network can't deliver an ad above or equal to that flat price, it passes the ad request back. The ad request is then redirected to the second network in the chain. Traditionally, daisy chains are used for remnant inventory.

Frequency

The number of times an ad is delivered to a specific browser in a distinct Internet session or time period. Cookies are often used to regulate ad frequency so as to avoid burnout.

BTF (below the fold)

The portions of a webpage, and specifically the ads, that are not visible to the visitor without scrolling. Traditionally, BTF was considered less premium and will typically have lower rates than "above the fold" inventory.

Location

The position on the website where your ad will run.

Ad Serving

The process of an ad server delivering ads to a computer or mobile device. From there, the ad is displayed by the browser.

Targeting Options

The specific targeting selections a publisher has made available for this specific ad unit. Each unique publisher determines their targeting options so they will vary. Examples include geographic targeting (by country, state, zip code or DMA), browser targeting as well as some custom targeting.

Ad Server

The technology that stores, delivers and places ads on websites. Typically, publishers and third party ad tech companies have ad servers.

Platforms

The various device types a publisher has chosen to make its ad inventory available on

Ad Size

The width and height of a display ad unit. There are almost 100 ad sizes running on the Web currently, some of which are IABStandard. Other ad sizes are IAB Rising Stars, IAB Delisted or Non IAB. We've found that the most popular ad sizes are the Leaderboard (728x90), the Medium Rectangle (300x250) and the Wide Skyscraper (160x600). ATF (above the fold) The portions of a webpage, and specifically the ads, that are visible to the visitor without scrolling. Typically, publishers refer to "above the fold" inventory or ad space as more premium and will charge a higher rate for it.

Agency Trading Desk

These are centralized management platforms used by ad agencies that specialize in programmatic media and audience buying. They are typically layered on top of a DSP or other audience buying technologies. Trading desks attempt to help clients improve their advertising performance and receive increased value from their display advertising. Trading desk staff don't just plan and buy media. They also measure results and report audience insights to their clients. All the major holding companies have agency trading desks, including Havas, IPG, WPP and Omnicom. Trading desks were created in order to give the client and the more control over ad placement. When working with an ad network, the client often has limited say over where the ad is placed. Working with a trading desk allows the client to direct where ad dollars and spent and more closely examine the results to optimize if necessary.

Pending

This notification will display instead of a price when a rate is still being established.

Programmatic Partner

This refers to the ad tech companies we have partnered with on our programmatic initiative, such as Rubicon Project, PubMatic, iSocket, OpenX, Adslot, Shiny Ads and BuySellAds. Publishers that have direct relationships with these partners can now showcase their ad inventory in SRDS.com where you can click to purchase it through the corresponding partner. Please note that you will be directed to the programmatic partner (not Kantar Media SRDS) in order to complete the transaction and pay.

Pricing

This refers to the rate and pricing model this publisher accepts for this specific ad unit via the programmatic partner listed.

TMC

Traffic Management Center - HERE product

HERE Visualization

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Vector

one row or column of numbers and treat it as a single unit