Ad Serving
The technology and process that places advertisements on websites, delivers them to users, and reports on their performance.
Programmatic
Latest
Ads.cert
A cryptographic security specification that enables authentication of bid request information throughout the supply chain.
Ads.txt
A text file placed on publishers' web servers that lists all authorized sellers of their digital inventory, helping to prevent unauthorized or misrepresented inventory sales.
App-ads.txt
The app equivalent of ads.txt, designed to help prevent unauthorized selling of in-app advertising inventory.
Auction Dynamics
The collection of factors and behaviors that influence how programmatic auctions function, including pricing mechanisms, timeout settings, and bidding strategies.
Authenticated Supply Chain
A programmatic supply path where every participant is verified and their role in the transaction is documented and validated.
Authorized Seller Verification
The process of confirming that inventory sellers have legitimate relationships with the publishers they claim to represent.
Bid Density
The number of bids received in response to bid requests, often used as a measure of demand partner performance and auction competitiveness.
Bid Shading
An algorithmic technique used in first-price auctions to help buyers bid optimally by estimating the minimum bid needed to win while avoiding overpayment.
Bid Stream
The flow of bid requests, responses, and associated metadata between publishers and advertisers in programmatic advertising.
CDP (Customer Data Platform)
A unified, persistent database that creates a single customer profile from multiple data sources and makes this data accessible to other marketing systems.
CPM (Cost Per Mille)
The cost an advertiser pays per thousand impressions of their ad.