Headline
The primary text element designed to capture attention and govern the click-through rate of an ad unit.
CTA
The directive element of an advertisement designed to provoke an immediate response or transition the user to the next stage of the funnel.
Creative Brief
The strategic blueprint that translates raw business objectives into actionable creative execution.
RTB (Real-Time Bidding)
The automated auction protocol that determines which ad loads in the 200 milliseconds before a webpage renders.
DMP (Data Management Platform)
The legacy engine for aggregating anonymous audience data and building targeting segments.
OTT (Over-The-Top)
Video content delivered directly to viewers via the internet, bypassing traditional cable or satellite television platforms.