A 1x1 pixel-sized transparent image that provides information about an ad's placement. In many cases, a tracking pixel is used to notify an ad tracking system that either an ad has been served (or not served, in some cases) or that a specific webpage has been accessed. Also known as: beacon, web beacon, action tag, redirect, etc.
Jargon Buster
Tracking pixel
Trading desk
An agency branch trading entity known as the expert operators in their use of new technology. These entities can be independent or operate within an agency holding company. This group of people (known as traders) play the day-to-day campaign management role. Used by agency holding companies, operating agencies and advertisers.
Traditional identifiers
Commonly used mechanisms like 3rd party cookie on the browser or Identifier for advertisers on mobile/ device platforms (for e.g. IDFA on iPhone , Android Id on Android devices) to uniquely identify a device or a browser typically used for associating a user or a household.
Traffic
Number of visitors who come to a website.
Transactional VOD (TVOD)
Connected TV
A video content service where customers pay for each piece of video on demand content. For example, a customer would pay a fee for each movie or TV show that they watch. TVOD services, like Apple’s iTunes, enable one-off purchases and often time-limited access.
Transit
DOOH
Displays affixed to moving public transportation vehicles or in the common areas of transit terminals and stations.
Unique visitors
Unique visitors refers to the number of distinct individuals requesting pages from a website during a given period, regardless of how often they visit. Visits refer to the number of times a site is visited, no matter how many visitors make up those visits.
Upfront
Connected TV
CTV video ad spending committed in advance.
Upfront cost (to play)
Gaming
An initial sum of money paid before the acquisition of a video game. May also include other preliminary costs.
IAB UK Chatbot
Are you sure you want to clear your chat history?