52 terms we use with publishers, app teams and advertisers every day. Filter by topic or search for a term.
The marketplace that runs the auction between sellers and buyers in real time.
A sequence of ads played together in one break, the way a TV commercial break works. Pods are filled by the ad server and can mix buyers.
The system that decides which ad to show for a given request and records what happened. Publishers run one to manage direct and programmatic demand together.
A public file on a publisher's site listing the companies authorised to sell its inventory. Buyers check it to avoid counterfeit supply.
The app version of ads.txt, hosted on the developer's website and linked from the app store listing.
Average revenue per daily active user. A common way for app and game teams to compare monetization across days and cohorts.
A small, usually sticky display unit at the edge of the screen. It earns quietly in the background rather than interrupting.
The message an exchange sends to buyers describing an available impression, so they can decide whether to bid.
A 320×50 unit anchored below a video player that runs while the content keeps playing, so no video time is given up to it.
Controls that keep ads out of content a brand considers unsuitable. Starting with curated supply is more reliable than blocking keywords.
The share of impressions that result in a click. Useful for direct response, weak as a measure of brand attention.
The share of video ads played to the end. Read it together with whether the view was chosen by the user.
The tool that collects and passes a user's privacy choices to the companies in the ad chain.
Choosing where an ad runs based on the content of the page or video rather than on data about the person.
Cost per thousand impressions, the standard way video and display inventory is priced.
Rules that block specific creatives, categories or advertisers from appearing, protecting the audience and the publisher's brand.
Connected TV: television watched through an internet-connected device or app, bought programmatically or directly. Learn more
A marketplace where publishers and apps are vetted before their inventory is offered, rather than an open pool of unknown supply.
An identifier that connects a buyer to agreed inventory and terms, used for private marketplace and programmatic guaranteed deals.
Demand-side platform: the system a buyer uses to bid on inventory across many exchanges from one place.
Effective cost per thousand impressions: total revenue divided by impressions, the usual way to compare formats and partners.
The share of ad requests that return an ad. A low fill rate points at demand, floors or format problems.
A video player that follows the reader down the page, docking into a corner so the content keeps playing while they scroll.
Limiting how often one person sees the same ad. Harder across apps and devices than within a single site.
A full-screen display takeover shown between pieces of content, with a clear way to close it.
A display unit that shares the screen with the content, so the story keeps playing above the ad.
Running an auction among several demand sources before calling the ad server, so more buyers get a fair chance to compete.
A video ad that plays inside editorial video content, before it, during it or after it.
How often people tap, expand or otherwise engage with an ad unit, rather than just see it.
A full-screen ad shown at a natural break, such as between game levels or articles, rather than mid-action.
Impressions that come from bots, fraud or misrepresented inventory. Layered pre-bid and post-bid checks reduce it.
A display creative, commonly 336×280, shown at the top of a vertical player with the advertiser's name, URL and button below it.
A display creative that fills the whole player, giving display inventory the share of voice a video ad would get.
A sponsored unit that follows the look of the surrounding feed and is always clearly labelled. Learn more
The industry protocol for real-time bidding. It defines how bid requests and responses are structured between buyers and sellers.
A video player that opens inside an article as the reader scrolls and plays muted until they engage.
Server-side header bidding: the auction runs on a server rather than in the browser or app, which reduces device load.
An invitation-only deal that gives a buyer access to selected inventory at agreed terms, usually through a deal ID.
Reserved inventory bought programmatically: fixed volume and price, executed through the pipes of real-time bidding.
An opt-in video ad where the user gets something they value in return, such as extra lives, coins or unlocked content. Learn more
A public file where an intermediary lists the sellers it represents, so buyers can trace the supply path.
The option to skip an ad after a set number of seconds. It shifts the job of the first seconds from exposure to persuasion.
Supply-side platform: the technology a publisher uses to offer inventory to many buyers and manage the auction.
Buyers choosing the shortest, most transparent route to inventory, cutting out intermediaries that add cost without value.
The standard XML response that tells a player where the video ad file is and which tracking events to fire.
Video shot or framed for a phone held upright, usually 9:16, played full screen in a swipeable feed. Learn more
Whether an ad had a real chance to be seen, measured by how much of it was on screen and for how long.
The open side of the Vortex SDK: one integration that connects any ad network or SSP through Prebid Server, OpenRTB, VAST or native formats. Learn more
The native iOS and Android SDK that brings editorial video experiences and monetization into an app. Learn more
An older way of filling inventory by calling demand partners one after another instead of in one auction.
See bottom wing: a display unit that runs beside or below the player, adding revenue without taking video time.
We are happy to walk through how any of this works on your site, app or campaign.
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