Jargon Buster

Full list of terms title

Hard bounces

Notifications that an email has not being delivered to the intended recipient which are generated as a result of messages being sent to invalid, closed or nonexistent email accounts

Header bidding

Header bidding is a process that gives marketers a first-look at inventory that publishers would normally hold back for direct bookings. If the publisher can make a better price selling an impression programmatically, then their ad server will make this decision automatically, rather than fulfilling direct bookings first.

Header bidding wrapper

A header bidding wrapper or 'container' is a management system used by a publisher to collect bid responses from multiple demand partners in one place. This technology layer allows publishers to more easily manage their partners and to set header bidding standards such as latency.


A single request from a web browser for a single item from a web server.

Holding company

A parent company that owns other companies' stocks. Examples include Omnicom, WPP, Interpublic and Publicis Groupe, that each control a large number of different operating agencies across the globe.