Purchase pricing for an ad impression that is determined via real-time bidding (RTB) rather than a predetermined rate.

In an RTB auction a minimum bid price that is constantly set and reset in real time. Prices are selected in response to previous transactions and changes in demand. This pricing method allows publishers to boost revenue with an optimization system that fits with buyers’ bidding strategies.

Many advertisers wish to show different ads to different customers; for example an advertiser might wish to show rain gear to people who live in rainy climates and sunblock to those who live in sunny climates. Dynamic creatives refers to having a few different creatives and choosing the most appropriate one for the user through some automated means such as audience segmentation or based on frequency and recency. Many platforms have rules about how much creatives can vary within the same placement – for example there may be limitations on rotating brands.

Dynamic Adaptive Streaming over HTTP (DASH) also known as MPEG-DASH is an adaptive bitrate streaming technique that enables high quality streaming of media content over the Internet delivered from conventional HTTP web servers. Similar to Apple's HTTP Live Streaming (HLS) solution MPEG-DASH works by breaking the content into a sequence of small HTTP-based file segments each segment containing a short interval of playback time of content that is potentially many hours in duration such as a movie or the live broadcast of a sports event. The content is made available at a variety of different bit rates i.e. alternative segments encoded at different bit rates covering aligned short intervals of play back time are made available. While the content is being played back by an MPEG-DASH client the client automatically selects from the alternatives the next segment to download and play back based on current network conditions. The client selects the segment with the highest bit rate possible that can be downloaded in time for play back without causing stalls or re-buffering events in the playback. Thus an MPEG-DASH client can seamlessly adapt to changing network conditions and provide high quality play back with fewer stalls or re-buffering events.

MPEG-DASH is the first adaptive bit-rate HTTP-based streaming solution that is an international standard. MPEG-DASH should not be confused with a transport protocol — the transport protocol that MPEG-DASH uses is TCP.

MPEG-DASH uses existing HTTP web server infrastructure that is used for delivery of essentially all World Wide Web content. It allows devices like Internet-connected televisions TV set-top boxes desktop computers smartphones tablets etc. to consume multimedia content (video TV radio etc.) delivered via the Internet coping with variable Internet receiving conditions. Standardizing an adaptive streaming solution is meant to provide confidence to the market that the solution can be adopted for universal deployment compared to similar but more proprietary solutions like Smooth Streaming by Microsoft or HDS by Adobe.

See demand side platform.

See direct response.

DOOH stands for Digital Out-Of-Home advertising. It refers to 'out-of-home' advertising - that is ads that are marketed to consumers when they are 'on the go' such as in transit in commercial locations or in waiting areas.

See data management platform.

The Direct Marketing Association has been heavily involved in creating guidelines for online behavioral advertising (OBA) or advertising to people surfing the Internet based on their past browsing history. For more information see the DMA Website.

Designated market area or demographic metropolitan area. A geographic area originally defined as a group of counties that made up a cohesive television market. May also stand for the Direct Marketing Association.

Online advertising is often divided into 'display' and 'search.' Display ads are images and search is text based. Display ads sometimes referred to as banners come in standardized ad sizes and can include text logos pictures or rich media.

A term applied to marketing or advertising that is designed to solicit a direct response which is specific and quantifiable. In online display advertising examples of this can include clicking on an ad making a purchase signing up for a newsletter and so on.

A pre-brokered agreement between an advertiser and publisher to deliver a certain amount of specific inventory for a preset cost.

An independent nonprofit organization of 'data-driven marketers' whose stated mission is to 'advance and protect responsible data-driven marketing'. For more information see the DMA website.

Using electronic signs to advertise products or information. Digital signage includes LCD LED plasma and front-projection displays to target audiences in shopping malls airports and other venues. Digital signage is sometimes called the 'fifth screen ' with movies TV personal computers and mobile devices being the first four.