Ad Fraud is when a company knowingly serves ads that no one will actually see as a way to drive “views” and revenue. For example a website can use bots to automatically refresh its pages in order to register a high number of page views and appear more attractive as an inventory source on ad exchanges.

An ad trafficking system through which advertisers publishers and networks meet and do business via a unified platform. An ad exchange allows advertisers and publishers to use the same technological platform services and methods and ''speak the same language'' in order to exchange data set prices and ultimately serve an ad.

When an open slot of ad space is available on the Internet a user's browser sends requests to ad exchanges or ad servers to send an ad. This request is known as an ad call. Ad calls include information from browser cookies and ad tag information such as publisher ID size location referring URL and other specifications and data needed for the ad to serve. See also ad tag.

An ad blocker is a piece of software which stops adverts being shown on websites in a users browser.

A company that provides services such as planning creating buying and tracking advertisements and ad campaigns on behalf of a client. Often people confuse media agencies which are allocators of marketers' spending across channels – with creative agencies which are responsible for the creation of actual ads and campaign content.

When a user signs up makes a purchase or performs some other desired action in response to an ad displayed on the Internet. Also called a conversion or action. See also CPA.

Account-based marketing (ABM) is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.