Ad Server definition

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.

Advertising

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Ad Fraud and Scamming in Digital Advertising Glossary

Ads.txt / App-ads.txt Glossary

Mobile Advertising Glossary: Metrics and KPIs

oRTB Glossary

OTT / CTV Programmatic advertising glossary

Performance Marketing Glossary

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More terms of Advertising

RAF (Roku Ad Framework) OTT/CTV

Advertising on Roku video platforms.

Advertising

VTR OTT/CTV

Stands for View-Through Rate, i.e. the percentage of people who see a complete video or beyond a previously determined point. It is a metric that determines performance in digital video advertising campaigns.

Advertising

Header Bidding OTT/CTV

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.

Advertising

Cost Per View (CPV) OTT/CTV

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).

Advertising

ARPU OTT/CTV

Stands for Average Revenue Per User. This metric indicates how much the viewer spends on the services of an operator during a given period, thus making it easier to analyze and plan the profitability of an IPTV / OTT service.

Advertising

Tech Tax OTT/CTV

Term used to define the costs applied for the use of technological solutions of the programmatic ecosystem. Among these fees are those applied for using SSP, Ad Exchange, DSP, DMP and the agencies' trading desks.

Advertising

ads.txt / app-ads.txt OTT/CTV

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.

Advertising

SSAI OTT/CTV

Server-side ad insertion, also known as "dynamic ad insertion." Method that makes it possible to insert advertisements into a video stream automatically from an external server.

Advertising