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.

Ad Trafficking is the process of uploading troubleshooting managing optimising and reporting on Advertising Campaigns.

Ad targeting is the practice of targeting ad content to user and contextual data. Ad targeting can involve demographic targeting such as gender age or geographical region (when available) as well as behavioral data such as recent pages visited or searches completed. Often known just as ''targeting'' in online advertising.

A piece of HTML on a webpage that will contact an ad server and ask for an ad. The tag informs the browser to open a small window (say 468×60 pixels) and place whatever content is returned from some location (like http://ad.adserver.com/imp?Z=468×60&s) in that window. Note that ad tags are related but not identical to placements which are actually part of the information embedded into ad tags. Here is an example JavaScript ad tag:

The computer or group of computers responsible for actually serving creatives to websites or for making decisions about what ads will serve. An ad server may also track clicks on ads and other data. Major publishers networks and advertisers sometimes have one or more of their own ad servers.

Ad Rank is a metric used by Google AdWords to decide the positioning of an ad for different keywords on its search results pages. Using a combination of the relevance of the ad to the keyword the amount being paid and the quality of the landing page the Ad Rank of an ad will pretty much determine that ads level of success.

Ad Operations (or Ad Ops) is a job role devoted to some combination of uploading troubleshooting managing optimising and reporting on Advertising Campaigns. It is also referred to as Ad Trafficking.

A company that serves as a broker between a group of publishers and a group of advertisers. Networks traditionally aggregate unsold inventory from publishers in order to offer advertisers a consolidated and generally less expensive pool of impressions but they can have a wide variety of business models and clients. In the context of ad trafficking and ad tech the term ''network'' is generally taken to mean an ad network.