Every definition about the advertising industry

Understanding the definitions of words coming from the advertising industry can be confusing. This guide will give you the basics of what you need to know. By understanding the meaning of these words, you can better understand how advertising works and how to use it to your advantage. So let's get started!

  • 1st Party Data

    Data collected and processed directly by the website, without intermediaries. It is generally about the customers or prospects of the site. They are used to measure the audience and improve the user experience. It is collected thanks to a pixel or a cookie.

  • 2nd Party Data

    Data collected through partnerships with data providers. This data is used to enrich user knowledge, and therefore 1st party data.

  • 3rd Party Data

    Data generally purchased from outside vendors specializing in media buying optimization and reporting. This data is used for ad targeting or marketing. It can be found on both the buyer and seller sides.

  • API (Application Program Interface)

    Interface that allows users to access website data in order to perform automated and simple searches.

  • Above the Fold

    The visible part of a web page without the user having to scroll. It is the first part of the site and therefore the most visible and important to capture the attention of visitors.

  • Ad Exchange

    Virtual marketplace that connects Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs) to auction advertising space in real time.

  • Ad Network

    Company that connects publishers and advertisers. It aggregates ad inventory from SSPs and connects them with DSPs looking for ad space.

  • Ad Server

    Centralized ad management tool. On the supply side, it allows you to manage the advertising spaces and inventories. On the demand side, it can handle the programming and targeting of campaigns. The tool also offers reporting.

  • Ad Tech

    Ad tech is a set of technologies used to manage ads across all channels, including search, display, video, mobile and social, with targeting, design, bid management, analytics, optimization and online ad automation capabilities.

  • AdSense

    Google’s websites monetization platform.

  • AdWords (Google Ads)

    Google's pay-per-click (PPC) advertising platform that allows ads to be placed in search engines, non-search sites and mobile applications.

  • Advertiser

    company that advertises a product or service.

  • Advertising Agency

    Or Ad agency. A company that creates, plans and manages ad contents. It is a service provider for companies that wish to promote their products or services.

  • Advertising Inventory

    Estimated number of advertising displays available for sale on a support site or network for a given period.

  • Advertising tag

    Code allowing the dynamic display of advertising formats delivered from the adserver.

  • Affiliate Marketing

    Marketing process by which an e-commerce pays a commission to an external site that allows it to make sales. This is often referred to as "referrals".

  • ad requests

    The number of ad requests on each of your site's ad units. The number of times an ad is called to be displayed on your site at the SSP. It is related to your traffic, since the ad is called as soon as a visitor arrives on your site.