RTB (Real-Time Bidding)
The automated auction protocol that determines which ad loads in the 200 milliseconds before a webpage renders.
Ad Tech
DMP (Data Management Platform)
The legacy engine for aggregating anonymous audience data and building targeting segments.
Pixel
The invisible code snippet that bridges the gap between ad spend and revenue verification.
SSP (Supply-Side-Platform)
The technology platform publishers use to manage, sell, and optimize their advertising inventory yield.
DSP (Demand-Side-Platform)
The centralized software interface used by advertisers to purchase digital advertising inventory programmatically.
Viewability
A quality assurance metric confirming that an ad rendered on screen and had the opportunity to be seen by a user.