Identifies the settings and permissions of a user’s browser to determine compatibility with ad formats and serves an advert they will be able to see/fully interact with.
Also known as a bot, robot or crawler. These are programmes used by a search engine to discover, download and index web content.
Measure used to gauge the effectiveness of a site in retaining its users. Usually measured by the duration of the visit.
Compressed audio/video which plays and downloads at the same time. The user does not have to wait for the whole file to download before it starts playing.
A form of rich media advertising which allows a TV-like experience on the web. It is fully pre-cached before playing. See also Rich Media, Cache.
The technology used to deliver creative assets from one adserver into another, allowing advertisers to track the performance of the campaigns and record impressions and clicks amongst other campaign metrics.
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.
Online content created by website users rather than media owners or publishers - either through reviews, blogging, podcasting or posting comments, pictures or video clips.
Allows users to watch what they want, when they want. This can be either ‘pay per view’ or a free service usually funded by advertising. All major broadcasters offer VOD such on platforms such as 40D or BBC iplayer.
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.
Online, often highly automated auction-based marketplaces that facilitate the buying and selling of inventory across multiple parties ranging from advertisers, direct publishers, ad networks and Demand Side Platforms (DSP).
An advertising technology platform which represents the suppliers of online ads (publishers). SSPs give publishers the ability to increase their website advertising revenues by engaging with multiple demand-side channels (Ad Networks, Ad Exchanges and DSP’s) through a single vendor.
An online data provider is broad and includes a number of players and data types, such as companies like Experian (financial data), Nielsen (demographics and psychographic data) and OwnerIQ (purchase history).
Online auction marketplace where advertisers acquire 3rd party data that helps them better reach their target audiences with display. Data exchanges were created as marketplaces where online data providers could sell their data directly to demand-side platforms (DSPs) and ad networks. Used by ad networks and DSPs.
RTB is a protocol that enables the valuation and bidding on individual ad impressions in real time. The buying takes place through online media exchanges – basically media marketplaces – which connect sellers (publishers) and buyers (advertisers).