Jargon Buster

Platforms that allow advertisers, agencies, publishers and others to control their own first-party audience and campaign data, compare it to third-party audience data, and give the ability to make smarter media buying and campaign planning decisions via behavioural targeting or extending audiences via lookalike modeling.  Advertisers and agencies generally utilise DMPs in order to buy more effectively while publishers typically utilise DMPs in order to segment their audiences and sell more effectively.

Data minimisation refers to providing or restricting access to only the data that is absolutely necessary for performing a specific task or achieving a given outcome.

Also known as a deal identifier, is the unique number assigned to an automated ad buy.

A subset of machine learning that uses multi-layered neural networks to model complex patterns in large datasets.

The number of times a creative has been viewed, as defined by Routes impact scores

The number of times a creative (with a defined spot length) plays fully

Available mechanisms to deliver ads to the game. One might be tempted to classify this as an attribute of the ad, but it is the game software itself that executes insertions.

A technology platform that provides centralized and aggregated media buying from multiple sources including ad exchanges, ad networks and sell side platforms, often leveraging real time bidding capabilities of these sources. DSPs allow advertisers to buy impressions across a range of publisher sites, but targeted to specific users based on information including location and previous browsing behaviour. Publishers make ad impressions available through marketplaces called ad exchanges and DSPs automatically decide which impressions make the most sense for an advertiser to buy. Price is often determined by a real-time auction through a process known as real time bidding.

An advertising technology platform which allows marketers to manage their online media campaigns by facilitating the buying of auction-based display media and audience data across multiple inventory and data suppliers in a centralised management platform.