Ad inventory with relatively low exposure or limited users such as a personal blog with a very low number of followers or numerous less desirable users such as people who are very young have minimal disposable income or other factors that would make them unlikely consumers of a product or service. The longtail can be difficult to monetize.

Professionally produced video content typically five minutes or longer in duration generally referring to full length content such as TV shows or feature-length movies.

Business and employment-oriented social networking service that operates via websites. It is mainly used for professional networking. LinkedIn allows users (workers and employers) to create profiles and 'connections' to each other in an online social network which may represent real-world professional relationships.

Live television that is watched as scheduled; stands in contrast to pre-recorded or video on demand (VOD).

The percent increase in performance (measured in ROI CPC CPA etc.) that can be attributed to advertising (or some other marketing endeavor).

A type of attribution model that pays out on the last impression that was viewed by the user. This may be used as an alternative to the first touch model which gives credit for the first impression a user saw.

A type of attribution model that pays out on the last impression that was clicked on by the user. This may be used as an alternative to the first touch model which gives credit for the first impression a user saw.

The page to which a user is directed after clicking on an ad. For example if a user clicks on a Cheese of the Month ad they may be directed to cheeseofthemonth.com or to cheeseofthemonth.com/signupnow or some other landing page chosen by the advertiser. The landing page may be slightly different from the click URL.

JavaScript Object Notation is a lightweight data-interchange format based on a subset of JavaScript. JSON is a programming language often used for APIs. It is a language-independent text format that uses conventions from the C-family including C C++ C# Java JavaScript Perl and Python.

iPROM is a slovenian company that specializes in planning and running advertising campaigns in digital media

Type of inventory:Unreserved

Pricing:Auction

Participation: One-Few

Open digital spaces in which ads can be served and displayed. Publishers sell ad inventory.

An ad that displays as a user navigates from one web page to the next. The ad fills the browser window after the user leaves the initial page but before the target page displays on the user’s screen.

An online ad industry association focused on the growth of the interactive advertising marketplace whose stated goal is to educate 'marketers agencies media companies and the wider business community about the value of interactive advertising'. Read more at the IAB's website.

Also called a virtual machine virtual operating system or virtual server an instance is an individual guest operating system that runs on top of a virtualization layer on top of a physical server. Instances are the building blocks of cloud computing.