Glossary
Explore our specialized glossaries in advertising technologies
Ad Server
Technology that allows advertising to be served on digital media, facilitating the segmentation of campaigns. The system keeps statistics of the results generated by the actions as well, favouring their analysis and optimization. There are two main types of Ad servers: Support, in charge of serving the campaigns in the publisher, prioritizing them according to the publisher's business priorities. Agency, which facilitates the monitoring of the campaigns served by the publishers' Ad servers, making it possible to break up data, and measures the effects of the campaigns on the digital properties of the advertisers.
ads.txt / app-ads.txt
Text file that the publisher locates in its properties (support website or of the publisher of a mobile app) which lists the companies with which the publisher has direct agreements to sell its advertising inventory in the programmatic ecosystem. This tool brings transparency to a highly automated marketplace and helps prevent fraud.
Bandwidth
Bandwidth is the volume of data that can be transmitted from one point to another in a fixed period of time. Depending on the type of online service, different bandwidths are required. For example, in a standard definition (SD) video (480p) this indicator is set at 1 megabit per second (Mbps), while in high definition (HD) videos (720p) it is raised to 4 Mbps.
Bit-rate Management
The speed at which data is transferred from one point to another is defined by its bit rate. Bit rate can indicate the quality of an audio or video file. With bitrate management, your streaming content is adapted according to the connection capacity available on the end user's network.
Catch up
Technology that makes it possible to access digital content through the Internet at a time after it is viewed on a linear television channel. This is thanks to it being possible to record high-quality content in real time, which makes it easier to reproduce it later at the user's request.
Certification Authority ID
An ID that uniquely identifies the advertising system within a certification authority (this ID maps to the entity listed in field #1). A current certification authority is the Trustworthy Accountability Group (aka TAG), and the TAGID would be included here [11]. Declaration of certification IDs are superseded by the identifiers object in sellers.json. Note: This field belongs to 1.1 version and may be deprecated in future releases.
Cloud video Distribution
System where video files are stored on online servers, which makes it possible to access and view them from anywhere. This fact optimizes the experience of the end user. Cloud Video Distribution systems can be used as another name for CDNs (Content Delivery Network)
Co-Viewing
Traditional television term that is also used in connected television. Audience meters try to estimate how many people watch traditional television, even when a group of people are simultaneously watching the same television. These estimates allow advertisers to pay for every person who might be viewing their ads. In the case of digital video services, the user is referred to as the person who is consuming a service, that is, who is viewing a video, although there is no unified response in the market. It is expected that in the future there will be a unification in the audience measurement models of the different platforms, thus allowing all audiovisual consumption models to follow the same parameters.
Comments
Annotations included in an ads.txt file to provide additional context or information without affecting the file's functionality. Comments are denoted by the character "#". Any line containing "#" should inform the data consumer to ignore the data after the "#" character to the end of the line.
Cost Per View (CPV)
Name given to the cost per reproduction of an advertising video when a predefined minimum viewing time is reached. There are other billing models for advertising videos such as the cost per full view (CPCV; paid only when the video is seen to the end) and the cost per visible video (CPVV, where it is paid only if the video is visible according to the standard, meaning that the video occupies at least 50% of the number of visible pixels for at least 2 consecutive seconds).
Cross-Screen Measurement
Monitoring and measurement of video metrics on mobile devices, tablets, digital outdoor advertising, linear television, Smart TV or computers where an attempt is made to identify the net audiences that have been exposed to content or advertising, regardless of the device where it has been consumed.
Digital television
Transmission of television and audio images by encoding video and audio to digital formats. It mainly uses the MPEG data compression standard. However, depending on the area of application, there are several standards: DVB-T - which is the European standard for digital television. ATSC - The American digital television standard. ISDB: the Japanese standard for digital television. DTMB: the Chinese standard for digital television.
DMP
Stands for Data Management Platform. Centralized data management platform that makes it possible to determine audiences by following a combination of data from various sources (navigation, advertising campaigns, CRM), own and / or third parties. The DMP, along with programmatic buying and selling platforms (DSP and SSP), allows these segments to be inserted into advertising calls in order to segment campaigns.
DSP
Stands for Demand Side Platform. Technological system that makes it easier for programmatic digital advertising buyers to carry out automated campaigns on different aggregated traffic sources and segment them with data from different sources. In addition, it favors automatic optimization depending on campaign results.
Framerate (fps)
Rate of the speed of a frame, that is, the number of images (frames) contained in one second of video. When the human eye sees 10 to 12 consecutive images per second, it perceives the images individually, but when the number of frames is greater, the eye perceives the images as if they were moving. The NTSC system uses a frame rate of 29.97 fps and the PAL system of 25 fps.
HbbTV
Hybrid Broadcast Broadband Television es el estándar para visualizar páginas web CE-HTML (Consumer Electronics HTML) a través de un dispositivo. A menudo, estas páginas contienen información adicional sobre el programa que se está viendo, como marcadores deportivos, un espacio de televisión relacionado o un menú con acceso a otro contenido. El sistema HbbTV permite, igualmente, que la televisión sea interactiva, ya que los espectadores pueden votar en tiempo real por los personajes de un programa o participar en encuestas.
Header Bidding
System that allows publishers to bypass the traditional cascade auction method, where demand / SSP partners are called in a predetermined order. Instead, Header Bidding enables publishers to organize unified auctions in which all bidding partners compete simultaneously in real time.
ITU
The ITU, which stands for the International Telecommunication Union, is a global organization that was established for the purpose of standardizing and regulating international telecommunications and radio. Its powers include the establishment of interconnection agreements between different countries.
Mobile
Service through which the user accesses content through their smartphone or tablet. For this, it is necessary that the mobile device supports the functions required on the Internet. These services are normally distributed through applications developed for each of the existing mobile operating systems.
Podding / Ad Podding
With the release of VAST 3.0, the concept of "ad groups" is introduced. This set must meet a series of specifications to be delivered sequentially. Podding is becoming increasingly important to publishers and media owners by providing a high-quality user experience on long-form video content. Podding offers publishers the ability to schedule multiple ads from a single request. These commercials will play sequentially, similar to a commercial break on linear television.
Publisher account ID
The identifier associated with the seller or reseller account within the advertising system in field #1. This must contain the same value used in transactions (i.e. OpenRTB bid requests) in the field specified by the SSP/exchange. Typically, in OpenRTB, this is publisher.id. For OpenDirect it is typically the publisher’s organization ID.
Real Time Bidding (RTB)
Real-time offer consisting of an offer request and a response to it. The offer request is triggered when a user visits a page. The request data (user location, browser history, website, device) is offered for sale through an SSP and an Ad Exchange. A DSP connected to this Ad Exchange responds to this offer with price and creative data (response to offer). The highest bid for the placement wins and the ad is served. All of this happens automatically and in milliseconds.
Records
The records enable publishers to designate which sellers are authorized to sell their digital advertising inventory. These records consist of a series of lines that outline fields in the following format: FIELD #1, FIELD #2, FIELD #3, FIELD #4. For instance, a sample line might look like this: placeholder.example.com, placeholder, DIRECT, placeholder.
Relationship type
An enumeration of the type of account. A value of ‘DIRECT’ indicates that the Publisher (content owner) directly controls the account indicated in field #2 on the system in field #1. This tends to mean a direct business contract between the Publisher and the advertising system. A value of ‘RESELLER’ indicates that the Publisher has authorized another entity to control the account indicated in field #2 and resell their ad space via the system in field #1. Other types may be added in the future. Note that this field should be treated as case insensitive when interpreting the data.
RTMP
Stands for Real Time Messaging Protocol. System developed for the high performance transmission of audio, video and data over the Internet between Flash-based platform technologies, such as Flash Player and Adobe AIR, and the server.
Example: A live broadcast can be transferred to the RTMP server and, via CDN and a compatible online video player, the broadcast is played back on user devices.
Seller domain name
The canonical domain name of the SSP, Exchange, Header Wrapper, etc system that bidders connect to. This may be the operational domain of the system, if that is different than the parent corporate domain, to facilitate WHOIS and reverse IP lookups to establish clear ownership of the delegate system. Ideally the SSP or Exchange publishes a document detailing what domain name to use.
SUBDOMAIN
A machine readable subdomain pointer to a subdomain within the root domain, on which an ads.txt can be found. The crawler should fetch and consume associate the data to the subdomain, not the current domain. This referral should be exempt from the public suffix truncation process. Only root domains should refer crawlers to subdomains. Subdomains should not refer to other subdomains.
VAST
Universal XML script that allows ad servers to communicate relevant information to video players about the behavior of these ads on IPTV platforms. Among the information provided, you will find which ad should be reproduced, the format in which it is presented, for how long it is reproduced and if users have the option to skip it.
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