When a publisher keeps track of clicks on their ads. If a publisher is being paid on a CPC basis and wants to track clicks they can provide click-tracking URL where it is possible to ping them each time a user clicks on an ad.

A source of inventory. Publishers are generally either managed or owned and operated. An owned and operated publisher receives 100% of the profit for impressions sold. This is opposed to a managed publisher: a publisher that does not own its inventory but has a financial relationship with those who do.

Public service announcement. On many ad serving platforms a PSA will serve if there are no acceptable bids on a piece of inventory and the publisher does not have a default creative set.

Programmatic TV (PTV) is a technology that enables brands and agencies to buy TV ads programmatically - using software.

Buying through automated means for example by setting up a campaign in an RTB exchange or other automated system. This is opposed to more manual buys where you are in contact with a sales team or other 'offline' mechanism.

An auction within an auction for select whitelisted buyers who are given first-look at the inventory before it’s made available to the open marketplace. Inventory is not sold at a fixed price.

Automated Guaranteed sales have the highest priority within programmatic transactions equal to direct sales. Typically Unreserved Fixed Rate deals sit above the auction though can also sit within or below the auction. Most publishers place their Invitation-Only Auction above the Open Auction in priority though some don't participate in the Open Auction at all. Publishers can also give certain buyers priority in access to inventory (often called “first look”).

A portmanteau word of premium + remnant. 'remnant inventory

The term 'premium' can be used in different ways but it most commonly refers to publisher inventory that is sold through direct channels in advance – in other words guaranteed inventory. Often premium inventory is from a site's home page or has some other elevated level of desirability. See also remnant inventory.

Professionally produced video content distributed through established channels.

Similar to a private auction but one buyer has priority access to the inventory which is offered to that buyer at a fixed pre-negotiated price before it goes to an open auction. Volume however is not guaranteed.

Prebid is a free open source library and community that helps publishers implement Header Bidding on their websites & apps.

 

Header Bidding (also known as header auctions parallel bidding or header bidding) is a technique that involves running SSP & Ad Exchange code directly on page so publishers can receive bids on their inventory that may be unavailable through their primary ad server and exchange.

 

The returned bids are then passed into the ad server so they can compete with direct demand and the primary ad server’s exchange on a level playing field.

Profit per thousand or mille impressions ( mille = thousand in Latin). A useful measurement for ad networks whose goal is to buy cheaper inventory and sell it at higher prices.

An ad that displays in a secondary browser window directly in front of the initial browser window. See also pop-under.

An ad that displays in a secondary browser window directly behind the initial browser window. See also pop-up .