Type of inventory: Reserved

Price: Fixed

Participation: One-One

Audience Extension is a process used in advertising technology that attempts to expand the target audience size while ensuring relevancy and maximizing engagement. The extension process takes a known audience segment and catalogs various shared characteristics that can be used to target people who bear similarities and are therefore likely to become customers. Audience Extension techniques are also sometimes called 'Lookalike Modeling'.

Attribution refers to how to determine which advertisement was responsible for triggering a conversion or acquisition – literally which ad is attributed with having caused the conversion. The most common attribution model is last view/last click. As ad tech advances other models of attribution are also being used. Also called conversion attribution.

ATF stand for Above The Fold which in online advertising refers to the viewable space on a webpage when it first loads.

What is app-ads.txt?

It is ads.txt for mobile apps. App-ads.txt is an extension of the IAB ads.txt initiative launched for websites in 2017. Authorized Digital Sellers for Mobile Apps (app-ads.txt) has been released by the IAB to allow mobile app publishers to publicly declare the specific advertising systems which are authorized to sell their digital advertising inventory.

An API or application programming interface is a programming method used to interact with software applications or tools. APIs provide a simplified querying language that allows consumers or developers to access underlying databases and hardware without disrupting stability or reliability and without knowledge of underlying programming languages. They may be based on a variety of programming languages and models but the types of APIs used by consumers to interact with Web-based software or apps are often known as SOAP or REST services which consist of a set of specifications for remote calls that enable consumers to interact with data and systems without the risk of disrupting their function.

See ad agency.

A form of branded content designed to look like editorial content and which features a clear call to action (hence the combination of the words “editorial” and “advertisement”.) The goal is to encourage the reader to buy the product as quickly as possible.

An entity that shows its creatives on publisher web pages in order to enhance brand awareness induce the user to make a purchase etc.

Platforms and tools used by publishers advertising operations and agencies for buying selling delivering displaying and targeting display video and mobile ads

Ads.txt is a simple flexible and secure method for publishers and distributors to declare who is authorized to sell their inventory improving transparency for programmatic buyers. 

The ads.txt project aims to prevent various types of counterfeit inventory across the ecosystem by improving transparency in the digital programmatic supply chain. 

When a brand advertiser buys media programmatically they rely on the fact that the URLs they purchase were legitimately sold by those publishers. The problem is there is currently no way for a buyer to confirm who is responsible for selling those impressions across exchanges and there are many different scenarios when the URL passed may not be an accurate representation of what the impression actually is or who is selling it. While every impression already includes publisher information from the OpenRTB protocol including the page URL and Publisher.ID there is no record or information confirming who owns each Publisher.ID nor any way to confirm the validity of the information sent in the RTB bid request leaving the door open to counterfeit inventory.

Addressable TV advertising is household-level TV advertising via the set-top box based on a audience target developed using first- second- or third-party data. Under these ad buys advertisers target specific audiences and demos as opposed to network and program-specific buys.

AdChoices is part of the Digital Advertising Alliance (DAA) Self-Regulatory Program for Online Behavioral Advertising. The clickable icon associated with this program (technically named the ''Advertising Option Icon'') can be placed overtop of creatives in order to give consumers a better understanding of and greater control over ads that are customized based on their online behavior. See the icon and read more at the DAA's website.

 A technology that adapts a video stream to deliver content with as little buffering as possible

A single unit of ad space. Sometimes used instead of placement or ad tag.