This document is a glossary that defines common acronyms and terms used in real-time bidding, adtech, and digital marketing. It provides concise definitions for over 50 industry terms, listed alphabetically. The glossary is intended to help marketers and advertisers understand the specialized language used by digital specialists when outlining online advertising strategies.

1. TheMarketer’sGuidetoRTBJargon.
GLOSSARY
REAL-TIMEBIDDING
RTB
GUIDETO
ABENCH

2. Peoplewhoworkinreal-timebidding,adtechand
digitalmarketingoftendiveheadfirstintousingacronyms
andjargon.Thisallowsthemtocommunicatecomplexideas
quicklyandeffectively.However,evenforexperienced
marketingandadvertisingprofessionals,thiscanquicklybecome
overwhelming!Everydaythereseemstobeanewbuzzwordbeing
ththrownaroundanditcanbeeasytofallbehind.
That’swhyBenchmarketinghascompiledthiscomprehensive
referenceguidetoad-techspeak.Now,thenexttimeyourdigital
specialistoutlinestheirstrategy,youcantranslatetheirlanguage
intotermsyoucandigest.
Useit,shareitandlet’sputanendtomisunderstood
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Real-TimeBiddingGlossary
ACompleteGuideToAd-TechSpeak
ForMarketers&Advertisers.
RTB
GUIDETO
ABENCH

3. Loadingonlineelementsatthesametime,as
opposedtooneaftertheother.thisreduces
pageloadtimes
AsynchronousLoading
Aconsolidatedgroupofprogrammingmechanisms
which,whencombinedallowforthecreationof
interactivelanding/webpages.
AJAX
AsynchronousJavascript
andXML
Apackageortoolthatgivesthe
abilitytocreateexternal
integrations,whichcanaccess
featuresanddataofanother
alreadyexistingsystemor
application.
API
ApplicationProgramming
Interface
Datapointsthatdon'tspecificallyidentifyan
individual,egAgeGroup,Gender,GeographicArea.
AnonymousInformation
Aspecificteamordepartmentinanagency
thatisresponsibleformanagingprogrammatic
buying.
AgencyTradingDesk
Abrandorentitythatadvertisesormarkets
theirproductorservice.
Advertiser
Thepartofawebsiteorlandingpagethatis
visibletotheenduseruponinitialloadofa
webpageoronlineasset(withouthavingtoscroll).
AboveTheFold
Real-TimeBiddingGlossary

4. TheresponsetoaBidRequestfromaBuyerthat
specifiesthedetailsandspecificationsofthe
Adrequest.
BidResponse
TheactionofPublishers(sellers)offeringinventory
toanAdvertiser(buyer)usinganauctionservice.
BidRequest
Thepartofawebsiteorlandingpagethatisnot
visibletotheenduseruponinitialloadofa
webpageoronlineasset(anythingthatisonly
visibleafterhavingtoscroll).
BelowTheFold
Selectinginventorybasedonapredefinedaudience.AudienceBuying
AllowsMediaBuyerstopurchaseAdInventoryin
anauctionorreal-timebiddingprocess.
AuctionService
Thetimebetweenauserbeing
exposedtoanad(vieworclick)
andtheirconversion.This
timeframewillbeusedtodecide
iftheconversionisattributedto
theadverdisment.
AttributionWindow
Aspecificpieceofinformationthatisknownabout
auserthatcanbeusedtotargetthemwithads.
Suchas;demographicinformation,browsing
behaviourandpurchaseintent.
Attribute
Real-TimeBiddingGlossary

5. Asuitetoimplement,test,debugandmanage
multipletags(a.k.a.pixelsorbeacons)across
multiplewebsitesorcampaigns.
ContainerTagSolution
Anidentifyablevariationbetweentwoormore
campaigndatasetsthatshouldbethesame.
CampaignDiscrepancy
Applicationusedbycomputersandotherinternet-
enableddevicestoviewwebpages.
Browser
Advertisersoftenwanttoprotecttheimagetheir
brandportraysandopttoavoidadvertisinginways
thatwouldnegativelyimpacttheirreputation,
usuallyincreasingbuyingcosts.
BrandSafety
Thepercentageofvisitorstoawebsitethat
completeonlyasingle-pagesession.
BounceRate
Acomputer-generatedscript
orautomatedprocesswhich
fillsforms,clicksadsortrawls
webpages.
Bot
Alistofwebsitesthatanadvertiserdoesnotwant
torunadson,oftencreatedwithbrandsafteyin
mindandusedtoexcludepublishersthatdon't
alignwiththeadvertiser'sidentity.
Blacklist
Real-TimeBiddingGlossary

6. Thecostattributedtobuyingatotalof1000
impressions
CostPerMille
Thecostattributedtoaquiringalead,form
completionorregistationofinterest.
CostPerLead
Costattributedtotheinstallationofanapplication,
usuallyonasmartphoneortablet.
CostPerInstall
Advertisersoftenwanttoprotecttheimagetheir
brandportraysandopttoavoidadvertisinginways
thatwouldnegativelyimpacttheirreputation,
usuallyincreasingbuyingcosts.
CostPerEngagedView
Thebidthatisplacedforaclick
onanadvertisment-thehighest
bidderatagiventimewinsthe
impression,howeveronlypays
whenauserclicksthead.
CostPerClick
Thetotalmediacostthatisaccruedalongthe
purchasefunnelbeforeanindividualregistersas
aconversion,usuallyrepresentedasacampaign
average.
CPA
CPC
CPEV
CPM
CPI
CPL
CostPerAquisition
Asitevisitorcompletesyourdesiredaction;
purchase,signup,etc.
Conversion
Real-TimeBiddingGlossary

7. Thepricingforadimpressionspurchasedina
real-timeauction,whichfluctuatedependingon
demand.
DynamicPricing
Whenthecontentofanadisdynamically
assembledbasedondatainrealtime,oftenused
forindividualisedmessagesforeachcustomer
dependingonuserbehaviour,demographicsand
purchaseintent.
DynamicAdvertising
Aplatformthataccessesadinventoryfromad
exchanges,publishernetworks,private
marketplacesandSSP’s.
DemandSidePlatform
Asystemthatcollatesdatathatcanbeusedto
deriveaudienceinsightsandimproveadtargeting.
DataManagement
Platform
InrelationtoGoogleTagManager(GTM),describes
dataobjectsorinformationthatpassedtoGTM
suchaseventsorvariables.Rulesforfiringpixels
canthenbedefinedbasedontheattributesofthe
DataLayer.
DataLayer
Adelimitedfilethatincludesinformationanddata
thatwillgenerateawebsite'scontentstructure
whenrunthroughanengine,generallyusedto
populatewebpageswithnumerousproductssuch
asecommercepages
DataFeed
Real-TimeBiddingGlossary

8. Astrategyusedtosegmentvisitorstoawebsite
basedonpre-definedlevelsofengagementor
progressionthroughthefunnelusedtomake
decisionsregardingoptimisation
HeatMapping
Google'scontainertagsolution(see'containertag
solution')GTM
GoogleTagManager
Thelimitofimpressionsthatwillbeservedtoan
individualuserwithinaspecifictimeperiod.
FrequencyCapping
Theminimumpriceapublisherwillacceptforan
auctionedimpression.
Floor
Datathatiscollectedbyanadvertiser,often
relatingtobrowsingbehaviourandproduct
information.
First-PartyData
Preferencegiventoselectadvertisers,who
generallyhaveasetcommitmentandaregiven
theoptiontobuytheimpressionbeforethe
auctionbegins.
FirstLook
Usingaudiencedataasvariablestoinformthe
creativetheyareretargetedwith,e.g.products,
services,dates.
DynamicRetargeting
Real-TimeBiddingGlossary

9. Atoolusedtoassociateanarrayofdatainputsto
matchedpairoutputsbasedonconsistentrules
e.g.settingalookuptabletoswaptheinputof
google.com.auwiththecorrespondingoutput
value'SEARCH'
LookupTable
Smallerpublishers,oftenwithtargetedniche
audiences,e.g.blogs
Long-tailpublishers
Attributionmodelthatassignsfullconversionvalue
tothesourcethatproducedthelastwebsitesession
priortoconversion.
LastClickAttribution
Anentrywebpagetoadomain,orasmallwebpage
thatisoptimisedtoencourageengagementthrough
theuseofsubliminalcuesandatleastonecallto
action.
LandingPage
Digitaladvertisingspaceonasitethatisavailable
forsaletoadvertisers,dependingontheamount
ofpageviewsonathatsiteandusuallymeasured
inimpressions
Inventory
Acompanythatoperatesasalinkbetweenmultiple
advertisersoragencies,andDSPs.
IndependentTrading
Desk
Thecomputerlanguageoftheinternetthat
webpagesarewrittenin,andbrowsersconvert
toacomprehensibleformat
HTML
HyperTestMarkup
Language
Real-TimeBiddingGlossary

10. Amethodofpurchasingadinventorythatenables
advertisersandpublisherstobuyandselladspace
inreal-timeviaanauctionstyletransaction,allowing
advertiserstoadjustbidsaccordingtohowvaluable
auseristothem.
RealTimeBidding
Thetargetingofauserthathaspreviouslyvisited
theadvertiser'swebsite,usuallywiththeintentof
conversion
Retargeting
Apricelistdisplayingthecostofeachadproduct
andserviceofferedbyapublisherormediabuyer.
RateCard
Hostofcontentthatismonetisedthroughdisplaying
paidadvertising.
Publisher
Amethodofautomatedandcontinuouslyimproved
buyingthatenablescomputerstomakepurchasing
decisionsbasedonthird-partyanduserdatawithin
parameterssetbytheadvertiser,includingonline
behaviour,locationanddemographicdata.
ProgrammaticBuying
Aprivatemarketplaceisacustomised,invitation-
onlymarketplacewherePublishersmaketheir
advertisinginventoryavailabletoaselectgroup
ofbuyers.Unlikeadirectbuy,buyersinaPMPuse
programmaticmediabuyingcontrolstopurchase
fromPublishers.
PrivateMarketplace
Real-TimeBiddingGlossary

11. Datathathasbeenprovided,purchasedorlicenced
byathird-partysource.
Third-PartyData
Unsolicitedemail,usuallysenttoalargevolume
ofrecipients.
SPAM
Asetofsoftwaredevelopmenttoolsthatprovides
aframeworkforthecreationofapplicationsforan
operatingsystem,accesstowhichisusually
requiredtotrackcostperinstall(CPI).
SoftwareDevelopmentKit
Apixelscript,usuallyproprietary,thatallowsa
singleimplementationtoconnecttoamanagement
suite,allowingforconfigurationtobedonefrom
withinandonthefly.
SmartTag
Aplatformthatinterfacesbetweenapublisherand
openadexchangestoensurethehighestyieldfrom
remnantinventory.
SSP
SupplySidePlatform
Dataprovidedbyapublishertoassistwithan
advertiser'saudiencetargeting,e.g.Facebook's
demographicandinterestsdata.
Second-PartyData
Inventorythatapublisherwasunabletoselldirectly
toadvertisers,oftensoldviaadexchanges
(seeOpenAdExchange).
RemnantInventory
Real-TimeBiddingGlossary

12. Alistofwebsitesthatanadvertisergivesapproval
torunAdson,oftencreatedwithaudiencequality
inmind,andusedtospecifypublishersthatmatch
abrand'spositioningortargetmarket
WhiteList
Thenumberofvisitorstoawebsiteandthenumber
ofpagestheyvisit
WebTraffic
Aname-valuepair,oraplaceholderwhich
coincideswithavalueorscriptthatreturnsavalue.
Forexample,amacrowiththename{{referrer}}
couldbeassignedthevalueofthepreceedingpage-
loadURLorascripttoextrapolatethepreceding
pageloadURL
WebMacro
Auserthatvisitedawebpageononeormultiple
occasionsinagiventimeperiod.
UniqueVisitor
Real-TimeBiddingGlossary

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