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!
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.
Data collected through partnerships with data providers. This data is used to enrich user knowledge, and therefore 1st 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.
Interface that allows users to access website data in order to perform automated and simple searches.
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.
Virtual marketplace that connects Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs) to auction advertising space in real time.
Company that connects publishers and advertisers. It aggregates ad inventory from SSPs and connects them with DSPs looking for ad space.
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 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.
Google’s websites monetization platform.
Google's pay-per-click (PPC) advertising platform that allows ads to be placed in search engines, non-search sites and mobile applications.
company that advertises a product or service.
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.
Estimated number of advertising displays available for sale on a support site or network for a given period.
Code allowing the dynamic display of advertising formats delivered from the adserver.
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".
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.