Players of the Game
This acronym is the abbreviation for Demand Side Platform.
What is DSP?
When an advertiser pays for every click, this is the billing method.
What is CPC?
This is what RTB stands for.
What is Real-Time Bidding?
When a big company measures their own results and insists you can only buy directly from the them, the have create this industry entity. (because they're inventory is SOOOO special)
What is a Walled-Garden?
This technology platform type generally represents publishers in a programmatic auction.
What is SSP?
When an advertisers pays for each 1000 impressions, this is the billing method.
What is CPM (or cost per mille)?
DSP responds to an RTB with this, the amount its willing to pay.
What is a bid?
This is a text file (which usually contains a random number) set by the same domain or site that you're currently on in a browser.
What is a First-Party Cookie?
Google's AdX, OpenX, and Index are all forms of this player who only hosts the auction for buyers and sellers.
What is an Ad Exchange?
If an advertiser can convince a publisher to only take payment when the advertiser sells something then they have agreed on this billing method.
What is CPA or cost per action/acquisition?
This is the minimum a publisher is willing to accept in the auction. This is usually set by the SSP on behalf of the publisher.
What is the floor price?
This is a text file (which usually contains a random number) set by a domain that is different than the site you're currently on in a browser.
What is a Third Party Cookie?
This platform is only function is to manage data and centralize a brands first party data.
What is a data management platform (or dmp)?
This metric indicates how often an impression was in majority in view for at least one second.
What is Viewability?
What initiates an auction? (incidentally there are currently about 11M auctions every second on the internet).
A regular person (like any of us) simply goes to a website, app, or channel and the auction process begins.
This was the acronyms stand for in the following abbreviations: PG and PMP
What is programmatic guarantee (PG) and private market place (PMP)?
This platform is used to provide consent for users and is paid for by the publisher.
What is a CMP or consent management platform?
On average for banners 0.1% of ads get clicked on, this means the average click thru rate is 1 click for every X impressions.
What is 10000?
The entire auction process END to END takes about this long for each impression (give your answer in seconds, not milliseconds)
What is one-tenth of one seconds?
A visualization for understanding the process of turning leads into customers, as understood from a marketing (and sales) perspective.
What is Purchase Funnel (Marketing Funnel)