Jargon Buster

A way to buy/sell programmatic advertising. It is the least-restrictive type of ad auction, with a media owner/publisher generally allowing any and all buyers to participate in accessing the ad inventory through this tactic. Usually there is no direct relationship with the buyer. Media owners may choose to use blocklists and floor pricing to prevent certain advertisers from gaining access. On the advertiser side, they are often unaware of what media owner network they are buying on. DSPs usually present a list of exchanges/SSPs to the buyer that they automatically opt into. Buyers may not know or care that they are buying a specific network’s inventory. Because of this, publishers can participate in the open auction on a blind basis.

The number of HTML message recipients who opened your email, usually as a percentage of the total number of emails sent.

The IAB standard for RTB now used by most DSPs.

The process where a subscriber provides explicit consent, after receiving notice form the mobile marketer.

The process where a subscriber revokes consent, after receiving notice from the mobile marketer.

Process of refining an advertising campaign so that it will perform more effectively i.e. extending reach, increasing response rate or creating more awareness.

The ‘natural’ search results that appear in a separate section (usually the main body of the page) to the paid listings. The results listed here have not been paid for and are ranked by the search engine (using spiders or algorithms) according to relevancy to the term searched upon.

Out-stream impressions are video ad units unaccompanied by content. While a pre-roll or mid-roll ad requires a publisher’s video to wrap around, an out-stream ad is a video ad unit not tied to any piece of publisher video content.

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