Tech Tax definition

Tech Tax

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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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

Addressable Advertising OTT/CTV

TV advertising model that allows, through the same content, to personalize the impact on households thanks to the execution of different advertising campaigns depending on the profile of each household.

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

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

Private Marketplace (PMP) OTT/CTV

Higher value ad groups grouped by publisher or SSP and not available in an open auction. Only selected advertisers can bid on these placements.

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

Programmatic Direct OTT/CTV

A transaction between a publisher and an advertiser that takes place through a programmatic ad buying system. The inventory is sold and guaranteed directly.

Advertising

Cross-Screen Measurement OTT/CTV

Monitoring and measurement of video metrics on mobile devices, tablets, digital outdoor advertising, linear television, Smart TV or computers where an attempt is made to identify the net audiences that have been exposed to content or advertising, regardless of the device where it has been consumed.

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

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