Common Ad Tech Phrases
Ad Exchange: A digital marketplace where buyers and sellers can trade ad inventory. Ad exchanges act as a bridge between DSPs and SSPs, allowing them to connect and conduct real-time bidding.
Ad Server: A software platform that is used to manage the delivery of ads to websites and mobile apps.
Ad Tag: A small piece of code that is placed on a website or mobile app to enable the delivery of ads through an ad server.
Ad Viewability: A measure of how much of an ad is visible to users when it is delivered on a webpage.
Attribution Modeling: A statistical technique that helps to identify the most effective marketing touchpoints in driving conversions.
Behavioral Targeting: A form of targeted advertising that uses data about a user's behavior, such as browsing history and search queries, to deliver relevant ads.
Campaign: A set of ad inventory and targeting strategies that are used to achieve a specific business goal, such as driving website traffic or sales.
Click-through Rate (CTR): A ratio that measures the number of clicks on an ad to the number of impressions.
Conversion Rate: A ratio that measures the number of conversions (such as form fills or purchases) to the number of clicks or impressions.
Creative Optimization: A process of using data and technology to optimize the content of an ad for each individual viewer in real-time.
Data Management Platform (DMP): A tool used to collect, store, and segment data about users and their behavior.
Demand-Side Platform (DSP): A tool used by advertisers and agencies to buy ad inventory from various sources, such as ad exchanges and supply-side platforms (SSPs).
Display Ad: A type of ad that is delivered in a graphical format, such as images or banners.
Frequency Capping: A limit on the number of times an ad is shown to a particular user over a given period of time