Information about users that makes them more valuable to advertisers. User data can include age gender location intent to purchase demographics psychographics wealth past purchases and more. User data is generally associated with a UUID found in a cookie rather than any personally identifiable information. User data is distinct from contextual data. Often used interchangeably with segment data and audience data.

This usually refers to a browser application. For example Mozilla 5.0 is a specific user agent.

A target customer for advertisers. The person browsing the web who will see an ad.

Type of inventory:Unreserved

Pricing: Fixed

Participation:One-One

Individual users as represented by a unique user ID. A unique user ID is not associated in any way with personally identifiable information (PII) so it cannot identify a specific unique individual. Also an individual may be associated with multiple user IDs due to clearing browser cookies or using multiple browsers and multiple devices. Additionally for mobile devices a unique user ID may be associated with multiple device IDs (for example Apple IDFA OpenUDID and others). See reach to learn more about individual users/user IDs.

Also sometimes called a UUID. A unique anonymous user ID for a given user profile that may be stored in a user's browser cookie and/or in the a server-side cookie store. Ad traffickers are not permitted to associate these IDs in any way with personally identifiable information (PII) and user IDs do not necessarily equate to a unique individual. An individual may also be associated with multiple user IDs due to clearing cookies or using multiple browsers and multiple devices. Additionally for mobile devices a unique user ID may be associated with multiple device IDs (for example Apple IDFA OpenUDID etc.).

User interface

See user-generated content.

Sync online advertising with targeted keywords as they are mentioned on a TV program or by a presenter.

Sync online advertising with your TV ads as they are screened

Sync online advertising with your competitor’s TV ads as they are screened

Transactions can be carried out at different levels of transparency from blind all the way through to fully transparent URL. Publishers can also offer different buyers different levels of transparency. The following is a range of possible options:

-Top Level Domain (example: publisher.com news.publisher.com)

-Section Targeting (example: publisher.com/sports)

-Full URL (example: publisher.com/sports/NFL/Giants/article1235.html)

-Masked URL (example: www.publishermarketplace.com)

-Blind – No information is passed. Advertiser does not know where they are buying inventory

Converting from one encoding format to another

A buy-side trading entity housed within or working for advertising agencies. Also known as an agency trading desk or ATD. ATDs are usually the programmatic arms of holding companies. Independent trading desks known as ITDs are another kind of trading desk and are usually outsourced managed services firms that run programmatic ad buys on behalf of advertisers or agencies.

The date and time that a specific event – such as a click or conversion – occurred. Useful in reporting functions and attribution.