Short, useful definitions to get everyone aligned in meetings.
Programmatic media buying platform (targeting, bidding, optimization, pacing).
Supply-side platform (inventory sales, deals, yield management).
Open programmatic marketplace where inventory is bought/sold via auction.
Programmatic access "by invitation" to inventory (negotiated price/terms).
Segments based on signals (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 link ad exposure to an action (visit, lead, purchase) depending on the context.
Measurement of visits associated with an ad exposure (depending on method and context).
Additional impact measured versus control/baseline group (where applicable).
Cost per thousand impressions. Indicates media cost, not always business performance.
Cost per acquisition/action (lead, sign-up, conversion). Performance KPI.
Return on Ad Spend: revenue attributed / ad spend. Commercial effectiveness metric.
Reach = unique individuals reached. Frequency = average exposures per person.
Campaign spend/delivery pacing to avoid spikes or underdelivery.
Controls to avoid contexts incompatible with the brand.
Probability that an impression was actually viewable on screen (according to standards).
Video completion rate. Useful for comparing creatives and placements.
Connected TV : inventaire TV via internet (apps, smart TVs, devices).
Digital Out-of-Home: advertising on digital screens (retail, transit, bars, etc.).
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.