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Agency Trading Desk definition

Agency Trading Desk

Team within media agencies or advertisers in charge of managing the purchase of programmatic advertising campaigns for their clients through the use of one or more DSPs, and which are segmented with data that can be activated from DMPs.

Advertising
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More terms of 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

Ad Network OTT/CTV

Advertising platform where inventory of different publishers, who share a direct contractual relationship, is sold.

Advertising

User OTT/CTV

Anonymous or registered subscriber who accesses the content through a browser or software program by assigning a personal identifier that is registered in the operator's internal statistics system.

Advertising

DEAL ID OTT/CTV

Tag that allows to identify an agreement between buyers and sellers in the programmatic ecosystem. For example, buyers can purchase inventory at defined prices on a private exchange that may not be available to other bidders.

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

App spoofing OTT/CTV

An ad fraud scheme in which a malicious party impersonates another application, causing the ads to redirect to applications that mimic other more popular apps.

Advertising

DAI (Dynamic Ad Insertion) OTT/CTV

Ability to exchange an ad in a linear television program for an online spot. This solution works on video on demand services.

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
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