Short, useful definitions to align everyone in meetings.
Programmatic media buying platform (targeting, bidding, optimization, pacing).
Publisher-side selling platform (inventory commercialization, deals, yield).
Open programmatic marketplace where inventory is bought/sold via auctions.
Invitation-only programmatic access to inventory (negotiated price/terms).
Signal-based segments (1st-party, contextual, geo, intent) for better targeting.
Data collected directly by the brand/publisher (consent, CRM, browsing).
Secure environment to match data without exposing it (matching, measurement, insights).
Methods to connect an ad exposure to an action (visit, lead, purchase) depending on context.
Measurement of visits associated with an ad exposure (depending on method and context).
Incremental impact measured vs a control group/baseline (when applicable).
Cost per thousand impressions. Indicates media cost, not always business performance.
Cost per acquisition/action (lead, signup, conversion). A performance KPI.
Return on Ad Spend: attributed revenue / ad spend. A measure of commercial efficiency.
Reach = unique people reached. Frequency = average exposures per person.
Campaign spend/delivery pace to avoid spikes or under-delivery.
Controls to avoid contexts that are incompatible with the brand.
Probability that an impression was actually viewable on screen (per standards).
Video completion rate. Useful to compare creatives and placements.
Connected TV : inventaire TV via internet (apps, smart TVs, devices).
Digital Out-of-Home: ads on digital screens (retail, transit, bars…).
We keep this glossary practical and up to date. Tell us what you want clarified and we’ll add it.
You can also consult our brief and QA templates, or see our supervised execution approach.