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ads.txt / app-ads.txt definition

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.

Advertising
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More terms of 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

VPAID OTT/CTV

Script that tells a video player which ad to play, the duration of the ad, when to show it, and where to place the play, pause, etc. actions.

Advertising

DSP OTT/CTV

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.

Advertising

Second-Party Data OTT/CTV

Company-specific data that is purchased directly or through the synchronization of two DMPs.

Advertising

Midroll OTT/CTV

An advertisement in online video format that is played during a pause of the content, also in video format, being played.

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

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

Ad Exchange OTT/CTV

Technology platform where programmatic advertising transactions are carried out connecting demand (DSP; demand side platforms) and supply (SSP; supply side platforms).

Advertising
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