A list of domains or apps that a buyer does not want to buy ad space on.

A bidding strategy is the way a buyer calculates a bid in an ad auction. It can mean bidding a flat CPM or bidding a variable price based on past clickthrough or conversion rates.

A bidder is a piece of technology that uses proprietary code and algorithms to analyze bid requests and respond with bids and creatives in real-time auctions.

A request sent to a bidder that asks it to return a bid for a given impression. Bid requests include data points about the user and the impression being sold.

Behavioral targeting is a technique used by advertisers and publishers to utilize a web user's previous web browsing behavior to customize the types of ads they receive. Behavioral targeting can generally be categorized as onsite behavioral targeting or network behavioral targeting depending on whether the tracking is deployed on a single website or domain or across a network of websites.

Information collected from a users' online actions for example things they’ve searched for in the past and types of website they frequent. Advertisers sometimes use this type of data in their campaigns to match relevant users with their offers. Data privacy laws ban the collection of information that is deemed to be ''personally identifiable

A basic image or flash display ad rather than a rich media unit.

Inventory that is not pre-sold also known as remnant inventory. Can also refer to one ad network filling unsold inventory for another ad network.

Type of inventory: Reserved

Price: Fixed

Participation: One-One

Audience Extension is a process used in advertising technology that attempts to expand the target audience size while ensuring relevancy and maximizing engagement. The extension process takes a known audience segment and catalogs various shared characteristics that can be used to target people who bear similarities and are therefore likely to become customers. Audience Extension techniques are also sometimes called 'Lookalike Modeling'.

Attribution refers to how to determine which advertisement was responsible for triggering a conversion or acquisition – literally which ad is attributed with having caused the conversion. The most common attribution model is last view/last click. As ad tech advances other models of attribution are also being used. Also called conversion attribution.

ATF stand for Above The Fold which in online advertising refers to the viewable space on a webpage when it first loads.

What is app-ads.txt?

It is ads.txt for mobile apps. App-ads.txt is an extension of the IAB ads.txt initiative launched for websites in 2017. Authorized Digital Sellers for Mobile Apps (app-ads.txt) has been released by the IAB to allow mobile app publishers to publicly declare the specific advertising systems which are authorized to sell their digital advertising inventory.

An API or application programming interface is a programming method used to interact with software applications or tools. APIs provide a simplified querying language that allows consumers or developers to access underlying databases and hardware without disrupting stability or reliability and without knowledge of underlying programming languages. They may be based on a variety of programming languages and models but the types of APIs used by consumers to interact with Web-based software or apps are often known as SOAP or REST services which consist of a set of specifications for remote calls that enable consumers to interact with data and systems without the risk of disrupting their function.

See ad agency.