DEAL ID definition

DEAL ID

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.

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Ad Fraud and Scamming in Digital Advertising Glossary

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Mobile Advertising Glossary: Metrics and KPIs

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OTT / CTV Programmatic advertising glossary

Performance Marketing Glossary

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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.

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First Price Auction OTT/CTV

Programmatic auction in which the winner pays the price offered for the impression in the bid.

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Real Time Bidding (RTB) OTT/CTV

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.

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Third-Party Data OTT/CTV

Aggregated data from platforms and data providers used to enrich programmatic campaigns.

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Ad Network OTT/CTV

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

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Content Signals OTT/CTV

Contextual and structural data points that describe the content environment in which an advertisement is delivered, especially within video and Connected TV (CTV) environments.

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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.

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Second Price Auction OTT/CTV

Bidding model where the winner of the tender for ad impression pays one cent more than the second highest bidder.

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