PMP (Private Marketplace)
An invitation-only marketplace where select publishers make their ad inventory available to specific buyers through programmatic channels.
Programmatic
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PMPs (Private Marketplace Packages)
Curated bundles of premium inventory made available to select buyers through private marketplace deals, often themed around specific audiences or content types.
Prebid
An open-source header bidding wrapper that manages multiple demand partners' bids before making calls to the ad server.
Prebid Community Groups
Collaborative working groups focused on developing and maintaining specific aspects of the Prebid open-source project.
Prebid S2S (Server-to-Server)
A server-side implementation of Prebid that moves header bidding auctions from the browser to a dedicated server.
Prebid Timeouts
The maximum duration allowed for demand partners to respond with their bids before the auction proceeds without them.
RTB (Real-Time Bidding)
An automated auction process where digital advertising inventory is bought and sold on a per-impression basis in real-time.
Sellers.json
A JSON file that SSPs and exchanges publish to list all the sellers (publishers and intermediaries) they work with, providing transparency about who's selling inventory.
Sellers.json Validation
The process of cross-referencing seller IDs across different supply chain transparency files to confirm the legitimacy of inventory sources.
Supply Chain Cost Analysis
Detailed examination of all fees and charges applied to media transactions as they flow through the programmatic supply chain.
Supply Chain Object
A component of the OpenRTB protocol that provides a complete record of all parties who are selling, reselling, or participating in the delivery of a bid request.
Supply Chain Transparency (SCT) Standards
Industry-agreed protocols and specifications for documenting and sharing information about all participants in programmatic transactions.