Real Time Bidding (RTB) definition

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.

Advertising

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CPM OTT/CTV

Stands for cost per thousand impressions. The cost that an advertiser must pay for 1000 ads to be served.

Advertising

Automated Guaranteed OTT/CTV

Automated advertising transaction in the private market where an advertiser buys placements at a fixed price for a limited period of time. It is the variant most similar to purchasing traditional non-programmatic media.

Advertising

Programmatic Advertising OTT/CTV

System that automates the purchase of online advertising campaigns.

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

Frequency OTT/CTV

Number of times a single user is exposed to a campaign. The frequency of exposure must be balanced to achieve the effect of memory of the message in the audience without saturating it through overexposure.

Advertising

Second-Party Data OTT/CTV

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

Advertising

Preroll OTT/CTV

Online video ad that plays before user-chosen video content is displayed.

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

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