Glossary of Programmatic Advertising-Part 2

Autor: Affilired

From I to Z.


Impression: refers to each time a user views an ad, or the ad is displayed whilst the user is navigating a web page.

Influencers: people who influence the behaviour of others. They can influence decisions made by others when it comes to buying a product or using a service. Influencers are found on social networks such as YouTube or Facebook.

Inventory: refers to a total number of spaces or impressions that a web site has available to sell to an advertiser, either through auctions or at a fixed price.

Macro: a small bit of code that is used to collect information about the clicks and/or impressions or that can facilitate certain tasks. Each DSP and/or Ad Exchange has their own macro.

Open Market: refers to a virtual market where advertising space can be bought and sold and is accessible to all types of advertisers.

Optimization: making the most effective use of advertising campaigns to obtain the best results.

Pixel Impression: a tracking pixel used by a third part in the control of impressions. They usually are used for statistical purposes or for verification of an action.

Private Auction: the numbers are restricted to selected advertisers often by invitation only.

Private Market: here advertising space is bought and sold only among a limited number of advertisers. Thw access to the market is by invitation only.

Preferred Deal: Is a purchase model in programmatic advertising where a price is set in advance, so there is neither an auction nor a guaranteed number of impressions. Publishers place a fixed price on their inventory of spaces and advertisers, based on the target audience, come to an agreement.

Price Floor: is the lowest pre-set price for the sale of the publisher inventory. If a bid doesn’t reach the pre-set price, then the sale doesn’t go through, this way the publisher can decide on the minimum bid for his inventory. It balances supply and demand.

Programmatic Advertising: is a new model of buying and selling online advertising through an automation of processes that can vary based on the use of audience data, the participation or not in real-time auctions and the negotiation of private agreements.

Programmatic Direct: encompasses different models of automated purchasing depending on the volume of data, the quality of the inventory, the number of advertisers or media involved, and what’s more on certain occasions rather than participating in real time biddings the final prices for buying or selling are fixed in a manner like that of the traditional advertising market.

Prospecting: it is process in digital marketing technique where potential clients are identified.

Purchase funnel: it is considered to the journey that a user takes until arriving at the point of purchase of a product or service.

Real Time Bidding: are auctions in real time. Different media offer their spaces and advertisers bid depending on the target audience they wish to reach.

Retargeting: a strategy used in digital marketing which consists of targeting those users who have already demonstrated an interest in the brand or have interacted with the brand with the relevant advertising.

Second Party Data: when an advertiser buys first party data from a source.

Soft Floor Price: is a second price established in a real-time bidding, the real minimum price, above the hard Floor Price. Soft floors allow publishers more flexibility with their inventory pricing.

Supply Side Platform: a software platform which lets publishers sell their inventory. It is the sale platform s whereas a DSP is the purchase platform. Both platforms allow the marketing of space in the virtual programme market.

Tag: General term used to describe any kind of label, code or pixel used for the identification of ads, locations and users. For example, parameters of Google Analytics, impression pixels or JavaScript code embedded on a web page.

Target: it is the profile or user type an advertising action is aimed at.

Targetization: allows an advertiser to define the target of a campaign. Based on the nature of the campaign and the target audience they want to reach.

Third Party Data: data generated in other platforms. Companies who are exclusively dedicated to the collection of data will sell that data to an advertiser, often in a structured way such as divided by audience segments.

Trader: the name given to those make up the technical team that manages the platforms of programmatic advertising.

Trading Desk: is the technical team that is responsible for controlling the purchase platforms in programmatic advertising. Its function is to manage the purchase of spaces for an advertiser and optimize the actions that are carried out based on the strategy of the advertising campaign.

Unique User: identifying a user as unique, regardless of number of the times the users visits a web page, multiple visits count as one even if the user visits multiple times. They are identified through cookies.

Whitelist: it’s the opposite of a blacklist, representing a series of IP or websites that are approved by the advertiser.

If you have missed the first part of the glossary, this is your opportunity to catch up!