In the fourth and final installment of our ABCs of Programmatic Series – where we try to help demystify programmatic by defining some of its most frequently used buzzwords – we define terms from “R” through “Y” taking us from Real-Time Analytics through Yield Management.
- Real-Time Analytics: Dynamic analysis and reporting that users can access in the moment that the original data is captured from campaign or inventory performance by the system. This allows publishers and buyers to make decisions with real-time insights as events happen.
- Retargeting: A technique that uses information about a consumer’s web browsing habits to re-send an advertisement to them on a different publisher’s website. This is achieved through pixel tagging or other code that enables a publisher to recognize a particular user. Source: IAB, PubMatic
- Rich Media: Advertisements that users can interact with in a web page format, often in conjunction with advanced technology such as streaming video, for example.
- Real-Time Bidding (RTB): A technology protocol that enables the buying and selling of online ad impressions through instantaneous auctions, facilitated by ad exchanges or demand and sell-side platforms. Source: Digiday, PubMatic
- Spot Buying: Transactions that exist within an exchange environment with pre-negotiated, fixed pricing (CPM, CPC, etc.). Typically, these are given a higher priority than open marketplace or Private Marketplace transactions. These types of deals are the result of advertiser demand for a more predictable offering within the exchange space. Source: PubMatic 2015 Programmatic Outlook Report
- Sell-Side Platform (SSP): A technology platform that provides a publisher with brand control, pricing and packaging tools and reporting capabilities in order to help them to manage their inventory assets in a programmatic advertising world; also known as a “sell-side platform.” Source: IAB
- Third-Party Data: User data that is collected, repackaged, and processed by companies that track and analyze consumer characteristics or preferences. This information can be used for future ad targeting and digital marketing purposes. Source: IAB, PubMatic
- VAST (Video Ad Serving Template): A standardized communication method that informs an ad server every time a video ad is played. This method is specifically designed for popular on-demand video players where ad responses are measured by each video play, but are not an executable ad format. Source: IAB, PubMatic
- Viewability: An online advertising metric that aims to track only impressions that are seen by consumers. For example, if an ad is loaded below the fold of a web page and the user does not scroll to view it, the ad is deemed as not viewable.
- VPAID (Video Player-Ad API Definition): Establishes a common interface between video players and ad units, enabling a rich, interactive in-stream ad experience. This standard intends to meet the needs of emerging in-stream ad formats such as non-linear video ads, and interactive video ads. Source: IAB, PubMatic
- Wearables: Electronic technologies or computers that are incorporated into items of clothing and accessories that can be worn comfortably on the body. Examples include the Apple Watch, FitBit heath tracking devices, Pebble watches, and Google Glass, among many others; also known as “wearable technology” or “wearable devices.” Source: PubMatic, WearableDevices.com
- Allowlist: For Advertisers: A list of websites that an advertiser will permit their ads to be placed on. For Publishers: A list of the advertisers that a publisher will permit to have access to see and bid on their inventory.
- Yield Management: Aggregating consumer behavior in order to better understand, influence, and ultimately anticipate their preferences. In doing so, advertisers will better target and package inventory to maximize potential profit. Source: IAB
