Players of the Game
This technology platform type generally represents publishers in a programmatic auction.
What is SSP?
When an advertiser pays for every click, this is the billing method.
What is CPC?
This transaction type allows advertisers to buy ad inventory in real-time through an auction, where the highest bid wins the impression.
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 small piece of code placed on a webpage or within an ad allows advertisers to track user actions and behaviors, such as conversions or page views.
What is a pixel?
This metric measures the percentage of people who clicked on an ad after seeing it.
What is click-through rate (CTR)
DSP responds to an RTB with this, the amount its willing to pay.
What is a bid?
This type of programmatic ad format is typically shown as a short video before or during a video stream on platforms like YouTube.
What is a pre-roll ad?
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?
This model allows advertisers to purchase impressions in a private auction, typically with a more exclusive group of buyers, compared to open RTB auctions.
What is a private marketplace (PMP)?
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)
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, which means the average click-through rate is 1 click for every X impressions.
What is 1000?
This auction model was initially used in programmatic advertising to prevent advertisers from overbidding and paying too much for ad inventory.
What is a Second-Price Auction?
This attribution model assigns more credit to the first and last touchpoints, making it a hybrid between first-touch and last-touch models.
What is U-Shaped Attribution?