A list of ad tech acronyms and terms

DSP: Demand-side platform
SSP: Supply-side platform
DMP: Data management platform
CPM: Cost per thousand (impressions)
CPC: Cost per click
CPA: Cost per action (or acquisition)
CPL: Cost per lead
CPE: Cost per engagement
CVR: Conversion rate
CTR: Click-through rate
KPIs: Key performance indicators
Adserver: Ad server
RTB: Real-time bidding
DFP: DoubleClick for publishers
DFA: DoubleClick for advertisers
VPAID: Video player-ad interface definition
VAST: Video ad serving template
IAB: Interactive Advertising Bureau
Viewability : measure of how much of an ad is visible to users when it is delivered on the webpage