AdTech & MarTech Glossary

Our AdTech & MarTech glossary explains the acronyms, initialisms, and unique terminology used in the online advertising technology (AdTech) and marketing technology (MarTech) industries.

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x
What is AdTech? What is MarTech? What is Demand-Side Platform (DSP)? What is Supply-Side Platform (SSP)?
a b c d e f g h i j k l m n o p q r s t u w x y z
a
Ad trafficking Ad space Ad slot AdOps Audience segment Attribution Application programming interface (API) Advertiser Ad verification Ads.txt Ads.cert Ad unit AdTech platform AdTech Ad targeting Ad tag Ad server Ad pod Ad network Ad exchange AdChoices Ad call Ad blocking Advertising agency Analytics suite
b
Blacklist Bid request Bidding strategy Bidder Behavioral targeting Behavioral data Banner ad Beacon
c
Conversion rate (CVR) Customer-data platform (CDP) Click-through rate (CTR) Creative tag Creative Cost per mille viewable impressions (vCPM) Cost per mille (CPM) / effective cost per mille (eCPM) Cost per completed view (CPCV) Cost per click (CPC) / effective cost per click (eCPC) Cost per action (CPA) / effective cost per action (eCPA) Cookie syncing Cookie Conversion pixel Conversion Contextual targeting Contextual data Content-delivery network (CDN) Consent-management platform (CMP) Cloud Click Campaign
d
Dynamic pricing Dynamic creative Display advertising Deterministic matching Device fingerprinting Demographic data Demand-side platform (DSP) Deduplication Decisioning Data onboarding Data-management platform (DMP) Data broker Daisy chain Digital Advertising Alliance (DAA)
f
Frequency capping Floor optimizations First-price auctions First-party cookie Fill rate
g
General Data-Protection Regulation (GDPR)
h
Header bidding (HB) Hard-floor price
i
Insertion Order (IO) Inventory Intelligent tracking prevention (ITP) Impression Internet Advertising Bureau (IAB)
l
Look-alike modeling Landing page
m
MRAID (mobile rich media ad interface definitions) MarTech Manual media-buying MadTech
n
Native advertising
o
OTT advertising OpenRTB
p
Publisher Programmatic direct Programmatic Probabilistic matching Private marketplace Premium inventory Pop-up ad Pixel Personally identifiable information (PII) Piggybacking Passback
r
Real-time bidding (RTB) Run on site (ROS) Run on network (RON) Return on investment (ROI) Run on exchange (ROE) Reporting Remnant inventory Retargeting Reach
s
Supply-side platform (SSP) Soft-floor price Second-price auction
t
Traffic shaping Third-party cookie Taxonomy Tag-management system (TMS) Tag container
u
Universal ID User data User profile User
v
Viewable impression VPAID (video player ad interface definition) VMAP (video multiple ad playlist) Viewability VAST (video ad-serving template)
w
Waterfalling
y
Yield