GLOSSARY OF DIGITAL ADVERTISING
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A…

ABOVE THE FOLD (ATF)
AD EXCHANGE

AD VERIFICATION

ADVERTISING NETWORK / AD NETWORKS

ARRIVAL RATE
AUDIENCE EXTENSION

B...

BEHAVIORAL TARGETING
BELOW THE FOLD (BTF)
BID PRICE
BID REQUEST
BID RESPONSE
BLOCKLIST
BOUNCE RATE
BRAND SAFETY

C...

CLICK THROUGH RATE (CTR)
CLICK
CONTEXTUAL TARGETING
COOKIE SYNC / COOKIE MATCHING
COOKIE

CRM ONBOARDING

CROSS-DEVICE CAMPAIGN

COST PER ACTION (CPA)

COST PER COMPLETED VIEW (CPCV)

COST PER ENGAGEMENT (CPE)

COST PER LEAD (CPL)

COST PER THOUSAND (CPM)

COST PER VISIT (CPV)

D...

DATA MANAGEMENT PLATFORM (DMP)
DEAL ID (DEAL TOKEN)

DEAL WITH PRIORITY / PRIVATE AUCTION DEAL / PRIORITY DEAL

DEMAND SIDE PLATFORM (DSP)

DRIVE TO STORE

DYNAMIC CREATIVE OPTIMIZATION (DCO)

F...

FIRST LOOK
FIRST PARTY DATA

FIRST VIEW

FLOOR PRICE

FULL RATE (OR FILL RATE)

G...

GUARANTEED PROGRAMMATIC

H...

HEADER BIDDING / ADVANCED OR PRE-BIDDING

 I...

IMPRESSION
INTEROPERABILITY

M...

MIDDLE OF THE FOLD (MTF)
MULTI-DEVICE CAMPAIGN

N...

NON-GUARANTEED PROGRAMMATIC

O...

ORDER ID
OPEN MARKETPLACE / OPEN AUCTION

P...

POST CLICK SALE
POST-CLICK VISIT

POST-CLICK (PC)

POST-VIEW (OR POST IMP) SALE

POST-VIEW (OR POST IMP) VISIT

POST-VIEW (PV)

PRIVATE MARKETPLACE / PRIVATE AUCTION

PROGRAMMATIC DEAL

PROGRAMMATIC

R...

REACH
REPETITION

RETARGETING

RETURN ON INVESTMENT (ROI)

RTB (REAL TIME BIDDING)

S...

UNIQUE CONTACT
SECOND PARTY DATA

SECOND PRICE AUCTION

SEMANTIC TARGETING

SUPPLY SIDE PLATFORM (SSP)

T...

TARGET COVERAGE
THIRD PARTY DATA

TRADING DESK

V...

VIDEO COMPLETION RATE
VIEWABILITY

VIEW-THROUGH RATE (VTR)

VISIT

VISIT +1

W...

WHITELIST
WIN RATE OR WINNING BID RATE

Y...

YIELD MANAGEMENT

This is a non-exhaustive list of definitions of digital advertising.

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