Header Bidding
A programmatic advertising technique where publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers.
Programmatic
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Homomorphic Encryption
An encryption method that allows mathematical operations to be performed on encrypted data without decrypting it first, producing results identical to those obtained from unencrypted data.
Identity Resolution
The process of connecting multiple identifiers and data points to create a single, unified view of a customer across devices and touchpoints.
Inventory Source Authentication
Methods and protocols for verifying that ad inventory originates from claimed sources and hasn't been manipulated or misrepresented.
Look-alike Modeling
Using data analytics to identify and target audiences that share characteristics with existing high-value customers.
Lookalike Audience
A targeting method that uses algorithms to find users who share similar characteristics with your existing customers or best-performing audience segments.
O&O (Owned & Operated)
Content or ad inventory directly controlled by a media company rather than third-party affiliates or partners.
OpenRTB Working Group
A collaborative industry group that develops and maintains the OpenRTB protocol specifications for programmatic advertising.
Originals vs Intermediaries
In programmatic supply chain transparency, "originals" are direct publisher relationships while "intermediaries" are entities that resell inventory.
Payment ID
A unique identifier that tracks the flow of money through the programmatic supply chain, making it possible to reconcile who got paid what for each impression.
Personalization at Scale
The use of automation and data to deliver tailored content or experiences to large audiences while maintaining efficiency.
PG (Programmatic Guaranteed)
An automated reservation-based buying method where publisher and advertiser agree to a fixed price and guaranteed volume delivered through programmatic pipes.