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class="td-grid-wrap"> <div class="container-fluid"> <div class="row-fluid "> <div class="span8 column_container td-no-pagination" role="main" itemscope="itemscope" itemprop="mainContentOfPage" itemtype="http://schema.org/CreativeWork"> <div class="entry-crumbs"><a class="entry-crumb" itemprop="breadcrumb" href="http://web.archive.org/web/20140718231614/http://technorati.com/">Home</a> <span class="td-sp td-sp-breadcrumb-arrow td-bread-sep"></span> <span>Glossary</span></div> <h1 itemprop="name" class="entry-title td-page-title"> <span>Glossary</span> </h1> <div class="glossary-container"><div id="glossaryList-nav" class="listNav"></div><ul class="glossaryList" id="glossaryList"><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/aba-regulations/" data-tooltip="Alcoholic beverage advertising rules. The current standard specifies that alcohol advertisements can only be placed in media where 70% of the audience is of legal drinking age.">ABA Regulations</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/api/" data-tooltip="The way in which software components interact with each other and data is shared (usually between different companies).">API</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/atd/" data-tooltip=" A centralized organization that acts as a managed service layer, typically on top of a licensed demand-side platform (DSP) and other audience buying technologies; manages programmatic, bid-based media and audience buying. Works as an agency’s internal “center of excellence,” supporting agency teams wishing to tap into this new buying model on behalf of agency clients. ">ATD</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/above-the-fold/" data-tooltip="A newspaper term applied to digital that implies the ad or content is within view before the consumer needs to scroll down the page.">Above the Fold</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/acquisition/" data-tooltip="When an advertiser gains a customer in a desired way, through purchase, sign up, download, etc.">Acquisition</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ad-agency/" data-tooltip="A business that provides the services of creating, planning or handling advertising operations on behalf of a client or organization.">Ad Agency</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ad-call/" data-tooltip="This is when a consumer's browser sends a request for an ad to an exchange or server. Ad calls can include info from browser cookies as well as info from the ad tag itself (publisher ID, size and location of the ad, referring website, etc.).">Ad Call</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ad-choices-icon/" data-tooltip="This icon, usually in the top-right of an ad, is part of the Digital Advertising Alliance regulatory program. consumers can click this icon to learn more and even control ads that are based on their online behavior.">Ad Choices Icon</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ad-exchange/" data-tooltip="Where advertisers and publishers buy and sell advertising placements (can be mobile, video, display, text, TV, etc.).">Ad Exchange</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ad-impression/" data-tooltip="In advertising it is a measure of the number of times an ad is displayed to a consumer.">Ad Impression</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ad-network/" data-tooltip="A company that sells ad inventory on behalf of a group of publishers. They can be universal to all ad formats or specific to one, such as a mobile ad network, video ad network, etc.">Ad Network</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ad-server/" data-tooltip="The computer system that hosts and serves ads to a browser, mobile, TV, or video player, and can also track ad engagement.">Ad Server</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ad-serving-fees/" data-tooltip="Fees associated with the cost of selling an advertisement and serving an ad to the placement; this can be a flat rate or based on a CPM.">Ad Serving Fees</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ad-slot/" data-tooltip="The specific location where an advertisement can be displayed on a website.">Ad Slot</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ad-space/" data-tooltip="The space where advertisements appear on a website.">Ad Space</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ad-tag/" data-tooltip="A bit of code on a webpage that sends an ad call to an ad server, and then displays an ad of a designated size at that location.">Ad Tag</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/advertiser/" data-tooltip="The company that pays for the placement of an ad.">Advertiser</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/agency/" data-tooltip="A business that provides the services of creating, planning or handling advertising operations on behalf of a client or organization.">Agency</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/agency-trading-desk/" data-tooltip=" A centralized organization that acts as a managed service layer, typically on top of a licensed demand-side platform (DSP) and other audience buying technologies; manages programmatic, bid-based media and audience buying. Works as an agency’s internal “center of excellence,” supporting agency teams wishing to tap into this new buying model on behalf of agency clients.">Agency Trading Desk</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/application-programming-interface/" data-tooltip="The way in which software components interact with each other and data is shared (usually between different companies).">Application Programming Interface</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/aspect-ratio/" data-tooltip="The proportion of height to width of a video or image.">Aspect Ratio</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/attribution/" data-tooltip="Giving touchpoints (ad placements on websites, in apps, etc) credit for sales and conversions within an advertiser's marketing efforts.">Attribution</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/attribution-model/" data-tooltip="The rule or set of rules used to assign credit to specific advertising impressions for a sale or conversion.">Attribution Model</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/auto-play/" data-tooltip=" The ability of an advertisement to begin playing an audio or video clip without specific consumer initiation (i.e. mouse-overs or clicking on the video/audio click).">Auto Play</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/available-impressions/" data-tooltip="Ad Impressions that are available to the market.">Available Impressions</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/average-view-time/" data-tooltip="The mean amount of time a video is viewed by a user.">Average View Time</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/backfill/" data-tooltip="Inventory that is not pre-sold. See Remnant Inventory.">Backfill</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/badassification/" data-tooltip="The process, often with an air of brassy confidence, in which something is made supremely excellent, awesome or otherwise superb.">Badassification</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/banner-ad/" data-tooltip="An ad that displays as part of a webpage.">Banner Ad</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/behavioral-data/" data-tooltip="Attributes assigned to a specific consumer based on things like search terms used, sites visited and other online behavior. Online behavioral data can be combined with offline behavioral data (purchases, etc.) to enrich a consumers' profile (usually anonymized to a consumer ID, as opposed to being tagged by their personally identifiable information).">Behavioral Data</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/fold/" data-tooltip="Newspaper term applied to digital that implies the advertisement or content is below the initial screen presented to the consumer, who will have to take action to scroll down the page to view it.">Below the fold</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/bid-reduction/" data-tooltip="">Bid Reduction</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/bid-request/" data-tooltip="A call from an ad server to a bidder for a bid on an ad impression. The call includes data points about the consumer and the ad impression origin/format.">Bid Request</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/bid-response/" data-tooltip="The amount an advertiser states it is willing to pay for a particular impression. A bid response can also be "no response or incomplete" meaning the advertiser or buying platform does not want to buy the impression or was not able to return a price for the impression before the auction was completed.">Bid Response</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/bid-bias/" data-tooltip="The percentage increase to a bid that a publisher/network/SSP assigns to an advertiser (or set of advertisers) that artificially boosts their bid in an auction allowing them to win more than their true bid value would have won. Usually a bid bias is given in exchange for a guaranteed spend by the advertiser.">Bid bias</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/bidder/" data-tooltip="The system used by an advertiser to place a bid on an ad impression from an exchange or other supply source.">Bidder</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/bidding-strategy/" data-tooltip="The method used to determine whether to bid and at what price to bid for an ad impression in an auction. It can be based on target eCPM, clickthrough/conversion rates, unique reach, time of day, etc.">Bidding Strategy</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/billboard/" data-tooltip="An IAB standard 970x250 creative, typically placed in the header on a website.">Billboard</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/blacklist/" data-tooltip="A list used by advertisers, DSPs, exchanges, etc. to block their bidding on specified URLs or sources of inventory usually for quality, safety and effectiveness purposes.">Blacklist</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/blank-impressions/" data-tooltip=" Impressions that have not been filled with an advertisement, PSA or passed back to the publisher, resulting in blank adspace.">Blank Impressions</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/blanks/" data-tooltip="Also Blank Impressions. Impressions that have not been filled with an advertisement, PSA or passed back to the publisher, resulting in blank adspace.">Blanks</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/brand/" data-tooltip="The name, design or other distinguishing feature a company uses to identify its products.">Brand</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/cap/" data-tooltip="A process that checks, classifies, and accepts an advertiser's creative (so that it adheres to the blocks or targeting requested by publishers)">CAP</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/cdn/" data-tooltip="A CDN delivers static content, such as creative image or flash files. Usually a CDN provider has servers across the globe configured to deliver content as quickly as possible, which is why it is typical for an ad server to use one.">CDN</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/coppa/" data-tooltip="Children's Online Privacy Protection Act ">COPPA</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/cpa/" data-tooltip="Cost per action/acquisition. A payment model in which advertisers pay for every action, such as a sale or registration, completed as a result of a visitor clicking on their advertisement. Note that an "acquisition" is the same as a "conversion."">CPA</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/cpc/" data-tooltip="A payment model in which advertisers pay each time a consumer clicks on their advertisement.">CPC</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/cpi/" data-tooltip="CPI payment model in which advertisers pay for every install that resulted from a visitor who clicked on a their advertisement. ">CPI</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/cpl/" data-tooltip="A payment model in which advertisers pay for every lead or customer inquiry that resulted from a visitor who clicked on a their advertisement. Also known as Cost Per Inquiry (CPI).">CPL</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/cpm/" data-tooltip="A pricing model in which advertisers pay a specific rate for every 1000 impressions of their advertisement served. This is the standard basic pricing model for online advertising. See also CPC and CPA. The CPM = Advertising Spend / # of impressions * 1,000">CPM</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/csv/" data-tooltip="Also known as character-sepaarated values and as CSV. A report format that stores tabular data in numbers and text form">CSV</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ctr/" data-tooltip="The number of clicks divided by total impressions served for a particular creative or campaign.">CTR</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/campaign/" data-tooltip="A campaign in digital advertising is a set of buying instructions by an advertiser that at minimum includes a price (or target price) for inventory and an associated budget to spend. Most campaigns also include criteria such as a specific start and end date, impression volumes, budget allocations, frequency restrictions, and targeting based on consumer or inventory data.">Campaign</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/campaign-optimization/" data-tooltip="Analyzing the performance of an advertiser campaign to find more of the ad inventory that is providing positive ROI and remove/lessen what's not working. ">Campaign Optimization</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/channel/" data-tooltip="The category a website's content falls into, for example -- Finance.">Channel</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/cleared/" data-tooltip="When, in an auction, an advertiser has an accepted bid and can deliver an advertisement into that winning ad impression.">Cleared</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/clearing-price/" data-tooltip="The price or CPM at which an ad impression is purchased.">Clearing Price</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/click-tracking/" data-tooltip="Capturing data when an advertisement or parts of an advertisement are clicked on.">Click Tracking</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/click-url/" data-tooltip="The destination address (also called "landing page URL") that clicking on an ad takes a consumer to.">Click URL</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/click-rate/" data-tooltip="The number of clicks divided by total impressions served for a particular creative or campaign.">Click-through Rate</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/client-consumer/" data-tooltip="A mobile device that interacts with an application, essentially executing or otherwise reviewing the application. The number of consumers (people) or the demographic characteristics of the consumers interacting with the application through the Client consumer is not necessarily known. Source: IAB">Client Consumer</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/combination-ad-tag/" data-tooltip="A publisher ad tag that has the ability to run both conventional creatives as well as larger, higher paying creatives in the same ad slot. An example is a 300x250,300x600 ad tag, which can load a standard 300x250 creative, or a 300x600 creative.">Combination Ad Tag</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/comma-separated-values/" data-tooltip="Also known as character-separated values and as CSV. A report format that stores tabular data in numbers and text form">Comma Separated Values</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/companion-ad/" data-tooltip="When two or more ads from the same advertiser are served in conjunction on the same webpage or mobile application at the same time; one example is a banner ad next to a video ad.">Companion Ad</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/competitive-separation/" data-tooltip="Ability for an advertiser to "block" their ads from appearing on the same page as their stated competitors.">Competitive Separation</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/consumer/" data-tooltip="A current customer of a service, product, website, app, etc. ">Consumer</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/consumer-data/" data-tooltip=" Attributes assigned to a consumer based on prior behavioral, demographic, and/or psychographic information collected on that consumer, usually anonymized to a consumer ID vs. tagged by their personally identifiable information.">Consumer Data</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/consumer-generated-content/" data-tooltip="Content on a website that was posted by consumers, not the publisher. One example is the comments in a forum.">Consumer Generated Content</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/content/" data-tooltip="Free or paid for information and/or experiences created by publishers/producers in the format of Editorial, Video, Games, Photos or Audio for customers to watch/play/listen/read">Content</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/content-delivery-network/" data-tooltip="A CDN delivers static content, such as creative image or flash files. Usually a CDN provider has servers across the globe configured to deliver content as quickly as possible, which is why it is typical for an ad server to use one.">Content Delivery Network</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/contextual-data/" data-tooltip="Information about the content of a website or webpage usually used for ad targeting purposes by advertisers and pricing purposes by publishers.">Contextual Data</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/contextual-targeting/" data-tooltip="Targeted advertising where creatives are selected and served by automated systems based on the surrounding content displayed to the consumer.">Contextual Targeting</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/conversion/" data-tooltip="When a consumer signs up, makes a purchase, or performs some other desired action in response to an ad. Also called an acquisition or action, especially to distinguish it from clicks in a "cost per" acronym (CPC vs. CPA).">Conversion</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/conversion-attribution/" data-tooltip="Giving touchpoints (ad placements on websites, in apps, etc) credit for sales and conversions within an advertiser's marketing efforts. See also Attribution Model">Conversion Attribution</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/conversion-funnel/" data-tooltip="This describes the path a consumer takes from seeing an ad or otherwise hearing about a brand or concept to taking a desired action such as making a purchase.">Conversion Funnel</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/conversion-pixel/" data-tooltip="A pixel that fires when a consumer performs a desired action, e.g. clicks on an ad, registers, makes a purchase, etc. Advertisers place conversion pixels on landing pages, registration pages, checkout pages, etc.">Conversion Pixel</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/conversion-rate/" data-tooltip="The number of conversions divided by the number of impressions delivered on an advertisement or placement.">Conversion Rate</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/cookie/" data-tooltip=" A small data file stored on a consumer's computer via the web browser. The cookie is accessed and used for authentication, session tracking and tracking browsing activity. Cookies can also be used to identify and store attributes about a consumer and build profiles for advertisers to better target their products and services.">Cookie</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/cost-per-click/" data-tooltip="A payment model in which advertisers pay each time a consumer clicks on their advertisement.">Cost Per Click</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/cost-per-inquiry/" data-tooltip="A payment model in which advertisers pay for every lead or customer inquiry that resulted from a visitor who clicked on a their advertisement. Also known as Cost Per Lead (CPL).">Cost Per Inquiry</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/cost-per-install/" data-tooltip="CPI payment model in which advertisers pay for every install that resulted from a visitor who clicked on a their advertisement. ">Cost Per Install</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/cost-per-lead/" data-tooltip="A payment model in which advertisers pay for every lead or customer inquiry that resulted from a visitor who clicked on a their advertisement. Also known as Cost Per Inquiry (CPI).">Cost Per Lead</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/cost-per-mille/" data-tooltip=" Also called CPM - A pricing model in which advertisers pay a specific rate for every 1000 impressions of their advertisement served. This is the standard basic pricing model for online advertising. See also CPC and CPA. The CPM = Advertising Spend / # of impressions * 1,000">Cost Per Mille</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/cost-plus/" data-tooltip="An additional flat payment added to to the CPM of booked revenue.">Cost Plus</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/creative/" data-tooltip="The visual advertisement, which is often created as an image file, JavaScript or Flash. This can be text, video, animation, photo and/or audio.">Creative</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/creative-approval/" data-tooltip="A process that checks, classifies, and accepts an advertiser's creative (so that it adheres to the blocks or targeting requested by publishers)">Creative Approval</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/creative-id/" data-tooltip="A number that is assigned to a particular advertising creative.">Creative ID</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/creative-retargeting/" data-tooltip="Advertisers will sequence the creative they show to a consumer/customer so they can build on the messaging or positioning to draw a consumer to engage with the product/service. Once a message has been shown to a consumer it will create a specific consumer pool that can be shown a different creative the next time an advertiser buys the chance to market to that consumer.">Creative Retargeting</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/creative-tag/" data-tooltip="Code that gives the location of a creative, which is often stored on an ad server.">Creative Tag</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/dmp/" data-tooltip="A DMP is a data warehouse that is used to capture, store and analyze data for advertisers and publishers.">DMP</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/dr/" data-tooltip="Also, Direct Response. A specific action by a consumer when viewing an ad (i.e. making a purchase, signing up for a service, a simple clickthrough, etc.).">DR</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/dsp/" data-tooltip="A technology that enables advertisers or their representatives to use a single interface to buy impressions across several different exchanges/sources of inventory with multiple levels of targeting and optimizations.">DSP</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/daisy-chain/" data-tooltip="When two or more ad tags from different demand sources are linked together. Publishers may use daisy chains to flight network/exchange's ad tags sequentially. If the first network/exchange doesn't fill the impression (for any reason) than the passback tag will call the second network/exchange's adtag and so on.">Daisy Chain</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/data-management-platform/" data-tooltip="A DMP is a data warehouse that is used to capture, store and analyze data for advertisers and publishers.">Data Management Platform</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/decisioning/" data-tooltip="When an ad source chooses which ad to display to a certain consumer, based often on an auction or targeting.">Decisioning</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/deduplication/" data-tooltip="Removing duplicate entries or events in a data set. Programmatic buying is dependent on accurate data, and "deduping" is often a step in that process.">Deduplication</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/default-impressions/" data-tooltip=" Impressions that went unsold and were returned to the publisher or served a PSA. ">Default Impressions</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/deferred-ad-impression/" data-tooltip="Mobile ad Impressions that occur and are counted while a consumer (person) executes the application off-line. These Ad Impressions are then reported when the Client consumer reconnects on-line and the data for the off-line Ad Impressions are collected.">Deferred Ad impression</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/demand/" data-tooltip="In online advertising, demand refers to sources that seek to buy advertising impressions.">Demand</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/demand-side-platform/" data-tooltip="A technology that enables advertisers or their representatives to use a single interface to buy impressions across several different exchanges/sources of inventory with multiple levels of targeting and optimizations.">Demand Side Platform</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/demographics/" data-tooltip=" Attributes of a given population of people, including: gender, age, ethnicity, knowledge of languages, disabilities, mobility, home ownership, employment status, and even location">Demographics</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/device-id/" data-tooltip=" Numbers assigned to a device in iOS and Android mobile smartphones, tablets, etc. Apple device ID's are 40 characters long and assigned to the device. Android's are assigned during the initial boot and can be rest only when the device has a factory reset performed. See also Unique Device ID">Device ID</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/direct-media-buy/" data-tooltip="An agreement between a publisher and an advertiser or advertiser representative to sell a specific amount of inventory at an agreed cost using a specified time. Direct buys can be bought traditionally through an insertion order process or programmatically sometimes referred to as premium programmatic or direct programmatic.">Direct Media Buy</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/direct-response/" data-tooltip="A specific action by a consumer when viewing an ad (i.e. making a purchase, signing up for a service, a simple clickthrough, etc.).">Direct Response</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/display-advertising/" data-tooltip="Ads predominately of standardized sizes built into a website's interface usually in the form of images and text or rich media, often refereed to as banner advertising.">Display Advertising</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/domain-report/" data-tooltip="A report of the referring domains for a publisher, site, or placement.">Domain Report</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/domain-verification/" data-tooltip="A step within the Technorati's publisher application process, where a publisher places a file in their root directory to prove ownership of the website.">Domain Verification</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/dropped-impressions/" data-tooltip="Unreadable impressions, blank impressions, blocked impressions, or impressions that expired before an ad server was able to sell or serve the impression etc.">Dropped Impressions</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/dynamic-pricing/" data-tooltip="Setting the value of impressions in real time usually to hit an average target price or bac end optimization metric, as opposed to a pre-set static price.">Dynamic Pricing</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/eap/" data-tooltip="The median value assigned to a piece of inventory usually based on historical pricing">EAP</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/earnings/" data-tooltip="Net revenue allocated to a publisher after after revenue share has been applied. Earnings can also be calculated based on a specified flat rate agreement.">Earnings</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/effective-cost-per-thousand/" data-tooltip="The effective CPM rate based on monetized impressions.">Effective Cost per Thousand</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/estimated-average-price/" data-tooltip="The median value assigned to a piece of inventory usually based on historical pricing.">Estimated Average Price</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/event-based-ads/" data-tooltip=" Mobile ads that are generated as a result of an event in the application, typically <br />">Event Based Ads</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/exchange/" data-tooltip="Where advertisers and publishers buy and sell advertising placements (can be mobile, video, display, text, TV, etc.).">Exchange</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/exclusive-inventory/" data-tooltip="Inventory that is restricted to specific buying or selling entities usually used as a selling advantage">Exclusive Inventory</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/fill/" data-tooltip="The percentage of impressions sold vs. the total number of impressions served">Fill</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/first-look/" data-tooltip="When a publisher or network gives a specific advertiser(s) or advertiser(s) representative/platform an opportunity to see the impression and some or all of it's data to see, bid and/or win the impression ahead of everyone else.">First Look</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/first-party-data/" data-tooltip="The information stored on a consumer's cookie by the website the consumer is currently visiting">First Party Data</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/first-price-auction/" data-tooltip="An auction where the highest bid wins the auction and the auction clearing price is equal to the highest bid.">First Price Auction</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/first-party-cookies/" data-tooltip="Cookies that use the domain of the website a consumer is currently viewing, and are generally used for login, consumer experience, and remarketing purposes.">First-party Cookies</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/fixed-cpm/" data-tooltip="A agreement between two parties that pays the publisher a specified CPM for all targeted impressions.">Fixed CPM</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/fixed-footer/" data-tooltip="Ad advertisement that stays at the footer of a website, even when the visitor scrolls. Also referred to as a sticky footer.">Fixed Footer</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/flight/" data-tooltip="The duration of an advertising campaign involving a stated start and end date.">Flight</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/floor-price/" data-tooltip="The lowest price set by the seller that an impression can be bought for. (also called floor price).">Floor Price</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/frequency/" data-tooltip="How often an ad is displayed to a unique consumer during a set period of time. It is often capped in a campaign to avoid overexposure. See Frequency Capping.">Frequency</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/frequency-capping/" data-tooltip=" Limiting how many times a creative is shown to a specific consumer within a stated period of time. Ex. 1 x 24 frequency capping equals an advertisement limit of being shown no more than 1 time to a consumer per 24 hour periods.">Frequency Capping</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/full-page/" data-tooltip="An advertisement that takes up the entire screen.">Full Page</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/funnel/" data-tooltip="This describes the path a consumer takes from seeing an ad or otherwise hearing about a brand or concept to taking a desired action such as making a purchase.">Funnel</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/guaranteed-inventory/" data-tooltip="Impressions that are pre-sold, as opposed to being sold in a real-time auction.">Guaranteed Inventory</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/half-page/" data-tooltip="A 300x600 creative, typically placed the sidebar. This is the typical size for a Technorati Media conversational ad unit.">Half Page</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/hard-floor/" data-tooltip="The absolute minimum price an impression can be bought for.">Hard Floor</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/high-impact/" data-tooltip="An advertisement that in some ways disrupts the consumer experience to increase the visibility and effectiveness of an advertisement. Large size formats, interactive, video ads can all be considered "high impact."">High Impact</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/holistic-ad-serving/" data-tooltip="Fully integrated RTB capabilities into a publisher's primary ad server so all buy types can compete with one another (direct, private, preferred, RTB, etc.) on CPM, fill and guarantees.">Holistic Ad Serving</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/iab/" data-tooltip="The Interactive Advertising Bureau is an organization dedicated to the growth of the interactive advertising marketplace and educates marketers, agencies, media companies and the wider business community about the value and standards of interactive advertising.">IAB</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ida/" data-tooltip="Identifier for Advertisers (IFA or IDFA) is a temporary device identifier used by Apple handheld devices. It provides device identification while giving end consumers the ability to limit the device/consumer information accessed by advertisers or apps. A successor of Unique Device Identifier (UDID), IFA is available on all devices with versions iOS 6 and later. Source: Techopedia">IDA</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/idfa/" data-tooltip="Identifier for Advertisers (IFA or IDFA) is a temporary device identifier used by Apple handheld devices. It provides device identification while giving end consumers the ability to limit the device/consumer information accessed by advertisers or apps. A successor of Unique Device Identifier (UDID), IFA is available on all devices with versions iOS 6 and later. Source: Techopedia">IDFA</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/io/" data-tooltip="An agreement between an advertiser and another company (agency, publisher, ad network, etc.) that details the flight date, pricing, creatives, targeting and any custom terms associated with the sale/purchase of impressions. ">IO</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/impression/" data-tooltip="In advertising it is a measure of the number of times an ad is displayed to a consumer.">Impression</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/banner-video/" data-tooltip="A video advertisement within a banner ad.">In-Banner Video</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/stream-video/" data-tooltip="Video ads that are shown before/during or after video content is being watched by a consumer.">In-stream Video</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/incentivized-ads/" data-tooltip="Mobile Ads that are integrated into an app environment most commonly awarding app consumers virtual currency or premium content within “freemium” apps, in exchange for a download, video view or for engaging with another app.">Incentivized Ads</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/infinite-loop/" data-tooltip="In adserving it is the situation in which a passback impression is returned to the very network that could not monetize the ad call. Typically this happens repeatedly, and results in a blank impression.">Infinite Loop</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/insertion-order/" data-tooltip="An agreement between an advertiser and another company (agency, publisher, ad network, etc.) that details the flight date, pricing, creatives, targeting and any custom terms associated with the sale/purchase of impressions. Also called an IO.">Insertion Order</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/interstitial/" data-tooltip="When an ad sits in front of a web pages' or apps' content, which is often darkened, blurred out or covered substantially by the advertisement, and is usually displayed for a certain period of time before a consumer is either directed to the page's content or interacts with the ad. Interstitials often require a close button for the consumer to dismiss the advertisement.">Interstitial</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/inventory/" data-tooltip="Can apply to supply and demand in advertising. Demand Inventory is the amount of impressions or budget ready to be spent by advertisers. Supply Inventory is the amount of impressions (video, mobile, display, native) that is available for purchase.">Inventory</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/json/" data-tooltip="A data-interchage format used as an alternative to XML for communication between a server and a web application.">JSON</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/javascript-object-notation/" data-tooltip="A data-interchage format used as an alternative to XML for communication between a server and a web application.">Javascript Object Notation</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/landing-page/" data-tooltip=" The page a consumer is directed to after clicking on an ad creative. This can be a specific URL, that an ad connects to so that consumer engagement and attribution can be properly measured by an advertiser. ">Landing Page</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/last-click/" data-tooltip="An attribution model that credits the last impression that was clicked on by the consumer.">Last Click</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/last-seen/" data-tooltip="An attribution model that credits the last impression that was seen by the consumer.">Last Seen</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/last-view/" data-tooltip="An attribution model that credits the last impression that was seen by the consumer.">Last View</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/leaderboard/" data-tooltip="A 728x90 creative, typically placed above or in the header of a website.">Leaderboard</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/lift/" data-tooltip="Performance increases related to things like price, attribution, consumer engagement, effectiveness, etc. of advertising impressions.">Lift</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/longtail/" data-tooltip=" Publishers with fewer ad impressions, unique consumers, page views, etc. ">Longtail</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/lookback-window/" data-tooltip="The period of time used when gathering data that will be used for tracking conversions.">Lookback Window</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/mraid/" data-tooltip="Mobile Rich Media Ad Interface Definitions. The two versions of MRAID (v1 and v2) enable a variety of mobile rich media ad types and provide clarity regarding which publishers and networks support which types of rich media ads.">MRAID</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/making-measurement-make-sense/" data-tooltip=" (3MS) is the proposed criteria for what makes an impression viewable. Currently it states that at least 50% of the ad impressions pixels are in view for a minimum of one second. Source: IAB">Making Measurement Make Sense</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/marque/" data-tooltip="A 600x300 creative, typically placed the main column.">Marque</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/medium-rectangle/" data-tooltip="A 300x250 creative, typically placed the sidebar.">Medium Rectangle</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/metadata/" data-tooltip="For Technorati, this is data that related to the Publisher, Site, or Placement. This includes content like site channel, publisher account status, etc.">Metadata</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/mobile-optimized/" data-tooltip="A specific layout which has been designed specifically for viewing on mobile devices.">Mobile Optimized</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/mobile-web/" data-tooltip="Websites and webpages that are viewed on mobile devices like smartphones and tablets.">Mobile Web</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/monetized-impressions/" data-tooltip="Impressions that have been filled with a paid advertisement.">Monetized Impressions</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/native-advertising/" data-tooltip="A form of online advertising that seeks engagement by mimicking the user experience of the website on which it is featured.">Native Advertising</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/network-ecpm/" data-tooltip="The effective cost per thousand impressions for all inventory on a network including impressions sold and not sold. It is calculated by tDouble Checking total Revenue and dividing by total Impressions and multiplying by 1,000.">Network eCPM</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/oo/" data-tooltip="A publisher that owns a website and manages the website's ad space. This is typically an individual or media company.">O&O</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/oba/" data-tooltip="Also, Online Behavioral Advertising. Advertising targeted at consumers based on their past browsing behaviors.">OBA</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/online-behavioral-advertising/" data-tooltip="Advertising targeted at consumers based on their past browsing behaviors.">Online Behavioral Advertising</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/overlay/" data-tooltip="An advertisement that sits in front of the website within the same browser window, often greying out the content behind the ad unit. This unit typically appears for a duration of time on an initial page load.">Overlay</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/owned-operated-publisher/" data-tooltip="A publisher that owns a website and manages the website's ad space. This is typically an individual or media company.">Owned and Operated Publisher</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ppm/" data-tooltip="Profit per "mille" (1,000) impressions.">PPM</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/psa/" data-tooltip="The creative that is served with no revenue dollars attached almost always for not for profit causes/organizations.">PSA</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/psa-impressions/" data-tooltip="Adserving impressions that have been filled with an unpaid public service announcement creative, usually when no sold impressions or passback impressions were available to serve.">PSA Impressions</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/page-rank/" data-tooltip="Google's quality ranking system that measures the quality of a site to prioritize it's display order in search result listings. Many attributes about a site, including the number of inbound and outbound links contribute to it's page rank score. The scale is 0-10, ten being the highest and most desired rank.">Page Rank</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/page-view/" data-tooltip="A single webpage load.">Page View</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/passback-impressions/" data-tooltip="Impressions that have been passed back to the publisher to be filled by a secondary network or house advertisement.">Passback Impressions</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/passback-optimization/" data-tooltip="Passback optimization is the comparison between the Target CPM Floor and publisher eCPM, and a modification to the Reserve Price. If the Target CPM Floor is higher than the publisher eCPM, Technorati Media will increase the Reserve Price to increase publisher eCPM. If the Target CPM Floor is lower than the publisher eCPM, Technorati Media will decrease the Reserve Price to increase publisher fill rate. ">Passback Optimization</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/passback-tag/" data-tooltip="An ad tag that is utilized to return the ad call to the publisher's adserver or to send the call to a secondary ad provider.">Passback Tag</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/performance-marketing/" data-tooltip="Advertising focused primarily on driving the desired action by a consumer and measuring success (by CPA or CPC for example) vs. generating awareness or brand preference (CPM).">Performance Marketing</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/permanant-cookie/" data-tooltip="A data file stored on a consumer's hard drive that captures user preferences, settings and information for a website to enhance future visit experiences. Also known as a Permanent or Stored Cookie. ">Permanant Cookie</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/persistent-cookie/" data-tooltip="A data file stored on a consumer's hard drive that captures user preferences, settings and information for a website to enhance future visit experiences. Also known as Stored Cookie.">Persistent Cookie</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/personally-identifiable-information/" data-tooltip="Information that can be linked to a single person (i.e. name, address, phone number, social security number, etc) as opposed to an anonymous consumer ID.">Personally Identifiable Information</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/pixel/" data-tooltip="In adtech a pixel is a 1x1 picture element (that many times is transparent) delivered by an adserver to a webpage for a variety of purposes, the most common being to track consumer data.">Pixel</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/pizza/" data-tooltip="One of the many things you can buy with your ad revenue. ">Pizza</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/placement-url/" data-tooltip="The domain address that the ad impression is being rendered on.">Placement URL</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/pop-ad/" data-tooltip="An ad that displays in a secondary browser window in front of (Popup) or behind (Popunder) the initial browser window.">Pop Ad</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/pop/" data-tooltip="An advertisement displayed in a new browser window that sits behind the original content browser window.">Pop Under</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/pop-2/" data-tooltip="An advertisement displayed in a new browser window that sits in front of the original content browser window.">Pop Up</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/portrait-ad/" data-tooltip="A 300x1050 creative, typically placed the sidebar.">Portrait Ad</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/post-roll/" data-tooltip="A video advertisement within a video player that runs after the content is played.">Post-Roll</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/pre-roll/" data-tooltip="A video advertisement within a video player that runs before the content is played.">Pre-Roll</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/pre-fetch-ads/" data-tooltip=" Mobile ads that are pre-loaded into an application for the purpose of storage or speeding delivery. These ads should not be counted until executed and received by the Client consumer. ">Pre-fetch Ads</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/preferred-deal/" data-tooltip=" Prioritized fixed price deals between a publisher and advertiser that happen before the impression goes to auction (even if the CPM is less than the value at auction). Preferred deals usually require a minimum or guaranteed spend from the advertiser to get the fixed price.">Preferred Deal</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/premier/" data-tooltip="A descriptor usually applied to inventory types to highlight the best inventory measured by the quality of content, audience or design.">Premier</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/premium-inventory/" data-tooltip="Inventory that is often pre-sold through direct relationships, and is often based on highly valued placements or consumer segments">Premium Inventory</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/premium-programmatic/" data-tooltip="The automated buying and selling of guaranteed Premium Inventory ad impressions that are highly desired by the advertiser.">Premium Programmatic</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/private-auction/" data-tooltip="A prioritized auction with a select advertiser or group of advertisers to get the first option to buy ad impressions from a publisher or network.">Private Auction</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/private-marketplace/" data-tooltip="A prioritized auction with a select advertiser or group of advertisers to get the first option to buy ad impressions from a publisher or network.">Private Marketplace</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/profit/" data-tooltip="Net revenue after rev share fees, production fees, broker fees and adserving fees have been deducted. Also, Phase 3 of the Underpants Gnomes' business plan.">Profit</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/programmatic-buying/" data-tooltip="When ad impressions are sold through automation, either by setting up a campaign through real-time bidding or any other automated services. ">Programmatic Buying</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/programmatic-media-company/" data-tooltip="A company that provides tools and services to automate the buying and selling of advertising.">Programmatic Media Company</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/public-service-announcement/" data-tooltip="The creative that is served with no revenue dollars attached almost always for not for profit causes/organizations.">Public Service Announcement</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/publisher/" data-tooltip="Producer of content -- editorial, video, photos, audio, games, etc.">Publisher</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/publisher-tag/" data-tooltip="An ad tag generated specifically for a publisher's website or placement.">Publisher Tag</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/publisher-ecpm/" data-tooltip="The effective CPM rate based on publisher earnings and monetized impressions. Publisher eCPM does not include passback impressions into the equation, but may include PSA or Blank impressions.">Publisher eCPM</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/pushdown/" data-tooltip="A 954x60 or 970x60 creative, typically placed in the header of a webpage. This unit expands to push the content below it down.">Pushdown</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/query-string/" data-tooltip="A method of inserting a parameter into a URL to pass information to a web application, usually following a "?" as seen in http://www.domain.com/page_title?query_string=007">Query String</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/roc/" data-tooltip="Also, Run of Channel. Referencing all available ad inventory on a certain content category.">ROC</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/roe/" data-tooltip="Also, Run of Exchange. Referencing all available ad inventory on a certain exchange.">ROE</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/roi/" data-tooltip="Also, Return on Investment. In advertising, it is the amount gained from a marketing spend divided by the marketing spend.">ROI</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ron/" data-tooltip="Also, Run of Network. Referencing all available ad inventory on a certain network.">RON</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ros/" data-tooltip="Also, Run of Site. Referencing all available ad inventory on a website.">ROS</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/rpm/" data-tooltip="Also, Revenue per Mille. Revenue per thousand pages, not to be confused with CPM, which is which is Cost (or Revenue) per thousand impressions.">RPM</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/rtb/" data-tooltip="Also, Real-time Bidding. When buyers submit price proposal(s) for an impression at the moment the impression is put up for sale.">RTB</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/reach/" data-tooltip="The number of unique consumers a particular website, property or network has -- usually measured on a monthly basis.">Reach</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/real-time-advertising/" data-tooltip=" The buying and selling of advertising at the moment the impression is generated and sent to market.">Real-Time Advertising</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/real-time-auction/" data-tooltip=" When the buying and selling of advertising is done through a bidding marketplace at the moment the impression is generated and sent to market.">Real-Time Auction</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/real-time-bidding/" data-tooltip="When buyers submit price proposal(s) for an impression at the moment the impression is put up for sale.">Real-Time Bidding</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/real-time-inventory/" data-tooltip="Inventory sold at the moment the page loads and the call is made for an advertisement to be served.">Real-Time Inventory</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/recency-capping/" data-tooltip="A targeting technique used to delay the displaying of a creative over a set time in order to avoid oversaturation to a particular target.">Recency Capping</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/refresh-rate/" data-tooltip="The rate an ad impression is reset on a webpage or within an mobile application. See IAB for more guidelines.">Refresh Rate</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/remarketing/" data-tooltip=" Promoting a product or service to someone who has performed an action in the past with that product or service, who may therefore be more likely to perform the same or a similar task in the future.">Remarketing</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/remnant/" data-tooltip=" Ad inventory that was not directly sold and is left to be bought through the open markets.">Remnant</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/reporting/" data-tooltip="In advertising, the data provided to both sellers and buyers of ad inventory, which can include revenue, impressions, impression types, cost, profit, revenue share, etc.">Reporting</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/retargeting/" data-tooltip="When an advertiser compiles a list of prospects and/or customers who've expressed interest in their product or service (i.e. visiting a website, clicking an advertisement, signing up for a mailing list, etc.) and market to them again usually by placing a cookie and targeting to those cookies in their ad campaigns. There are four common types of retargeting -- site retargeting, creative retargeting, search retargeting and cross-device retargeting -- all defined by the original way in which the consumer was first seen.">Retargeting</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/retargeting-pixel/" data-tooltip="A pixel that is "dropped" on a consumer's cookie to identify that consumer again in a different location or circumstance.">Retargeting Pixel</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/return-investment/" data-tooltip="In advertising, it is the amount gained from a marketing spend divided by the marketing spend.">Return On Investment</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/revenue/" data-tooltip=" Revenue for a publisher/network is defined as the gross amount paid by advertisers for the inventory sold.">Revenue</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/revenue-per-mille/" data-tooltip="Revenue per thousand pages, not to be confused with CPM, which is which is Cost (or Revenue) per thousand impressions.">Revenue Per Mille</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/revenue-share/" data-tooltip=" The stated portion of revenue a publisher or network earns after the sale of media.">Revenue Share</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/rich-media/" data-tooltip="A type of creative possessing non-standard characteristics such as: consumer engagements to play audio/video and/or share/interact with the creative, etc.">Rich Media</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/rising-stars/" data-tooltip="A set of interactive rich media creative types defined by the IAB. They include Billboard, Filmstrip, Slider, Portrait, Pushdown, and Sidekick. See examples at the IAB website. There is also a set of Mobile Rising Star ad units, which include Filmstrip, Pull, Adhesion Banner, Full Page Flex, and Slider.">Rising Stars</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/roadblock/" data-tooltip="A targeting parameter that puts a single advertiser in all ad slots on a webpage at the same time.">Roadblock</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/rotating-creative/" data-tooltip="When a single ad tag is used to pull one of many different advertisements with different creatives/advertisers, etc. Many networks use rotating creatives to eliminate the management of individual ad tags for each of their clients.">Rotating Creative</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/run-channel/" data-tooltip="Also, Run of Channel. Referencing all available ad inventory on a certain content category.">Run of Channel</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/run-exchange/" data-tooltip="Referencing all available ad inventory on a certain exchange.">Run of Exchange</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/run-network/" data-tooltip="Referencing all available ad inventory on a certain network.">Run of Network</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/run-site/" data-tooltip="Referencing all available ad inventory on a website.">Run of Site</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/sdk/" data-tooltip="Also, Software Development Kit. In mobile a separate sub-application within the application environment which is directed at performance of certain common functions such as measurement or counting of advertising activity and/or the delivery or storage of advertising content. These SDK Based functions can be developed by a third party to the application developer and fit into the application, thereby allowing a common measurement SDK to be used across applications. In these cases certain controls, such as software development controls and software and data integrity controls may rest with the SDK developer. Integration of the SDK into the application and selection of measurement parameters or options to be used by the SDK are generally the responsibility of the Application developer or seller.">SDK</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/sem/" data-tooltip="Search Engine Marketing, for example buying sponsored results on search engines to boost traffic and visits to a website.">SEM</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ssp/" data-tooltip="Also, Supply-side Platform. A technology that manages the sale of a publisher's ad impressions to demand sources including exchanges, demand side platforms, audience trading desks, other networks and advertisers directly.">SSP</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/second-price-auction/" data-tooltip=" A type of auction where the highest bidder pays the price equal to that of the second-highest bid, as opposed its own highest bid price.">Second Price Auction</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/segment/" data-tooltip=" A targeted group of consumers based on a specific collection of attributes (i.e. gender, age, HHI, location, interests, purchases etc.)">Segment</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/segment-data/" data-tooltip="The information related to a segment of consumers.">Segment Data</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/segment-pixel/" data-tooltip="A pixel that marks a consumer as belonging to a certain interest segment, such as noting that a certain consumer is interested in women's shoes.">Segment Pixel</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/session/" data-tooltip="The entire browsing history of a consumer while their browser is open either on a particular site or across the web.">Session </a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/session-cookie/" data-tooltip="A tracking pixel that is placed on a consumer to follow them through their browsing history while on a website.">Session Cookie</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/session-frequency/" data-tooltip=" The number of times a creative is shown to a consumer during their browsing session.">Session Frequency</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/site/" data-tooltip="A website or published entity on the web.">Site</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/skin/" data-tooltip="Also called wallpaper, an advertisement that fills the "gutters" (sides, top and bottom) of a website.">Skin</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/skyscraper/" data-tooltip=" A creative unit that is 160 x 600 pixels wide and tall.">Skyscraper</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/soft-floor/" data-tooltip="A value that acts as a second bid in a second price auction with only one bidder. In many platforms, the soft bid is equal to the estimated clearing price or average price that impression usually sells for in the open market. ">Soft Floor</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/software-development-kit/" data-tooltip="In mobile a separate sub-application within the application environment which is directed at performance of certain common functions such as measurement or counting of advertising activity and/or the delivery or storage of advertising content. These SDK Based functions can be developed by a third party to the application developer and fit into the application, thereby allowing a common measurement SDK to be used across applications. In these cases certain controls, such as software development controls and software and data integrity controls may rest with the SDK developer. Integration of the SDK into the application and selection of measurement parameters or options to be used by the SDK are generally the responsibility of the Application developer or seller.">Software Development Kit</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/sold-impressions/" data-tooltip=" Total ad inventory that has been bought by advertiser(s).">Sold Impressions</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/sticky-footer/" data-tooltip="Ad advertisement that stays at the footer of a website, even when the visitor scrolls.">Sticky Footer</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/supply/" data-tooltip="Ad impressions available from publishers.">Supply</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/supply-side-platform/" data-tooltip="A technology that manages the sale of a publisher's ad impressions to demand sources including exchanges, demand side platforms, audience trading desks, other networks and advertisers directly.">Supply-side platform</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/tag/" data-tooltip="Also, Ad Tag. A bit of code on a webpage that sends an ad call to an ad server, and then displays an ad of a designated size at that location.">Tag</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/takeover/" data-tooltip="Delivery of an ad campaign by assigning the advertiser's creative set to 100% of the targeted ad slots on a website or page over a specified period of time.">Takeover</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/target-cpm/" data-tooltip=" The average CPM a publisher requires/expects their ad inventory to be sold at or an advertiser expects to spend on specific inventory.">Target CPM </a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/targeting/" data-tooltip="Filters that advertisers use to reach consumers based on various traits such as demographics, psychographics, behavioral signals (such as product purchase history) or other second-order activities which serve as a proxy for these traits. Source: Wikipedia">Targeting</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/third-party-cookies/" data-tooltip=" Cookies with a different domain address than the website a consumer is currently visiting.">Third Party Cookies</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/third-party-data/" data-tooltip="Information collected from external sources about a consumer or groups of consumers. Information can include behavioral signals, purchase history, location, membership information, demographics, etc. Third party data can be used to target advertiser's campaigns to reach their specific audience based on attributes from these third party providers.">Third Party Data</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/timestamp/" data-tooltip="The date and time that something occurred. ">Timestamp</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/total-impressions/" data-tooltip="The total number of impressions delivered by a publisher, regardless of fill rate by the network or advertiser.">Total Impressions</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/trading-desk/" data-tooltip="This is usually referencing a buy-side platform, either within or working for an ad agency.">Trading Desk</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ugc/" data-tooltip="Also, User Generated Content. Content that is provided to a website by its user base.">UGC</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ui/" data-tooltip="Also, User Interface. The way in which a consumer controls or interacts with a software application or service.">UI</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/uuid/" data-tooltip="Also, Unique Consumer ID. The alpha numeric information associated with a consumer that has visited a web site or received a specific content such as an ad, video, e-mail, newsletter etc.">UUID</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/unique-consumer/" data-tooltip="A single consumer to visit a website, usually counted monthly in traffic statistics.">Unique Consumer</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/unique-consumer-id/" data-tooltip=" The alpha numeric information associated with a consumer that has visited a web site or received a specific content such as an ad, video, e-mail, newsletter etc.">Unique Consumer ID</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/unique-device-id/" data-tooltip="Numbers assigned to a device in iOS and Android mobile smartphones, tablets, etc. Apple device ID’s are 40 characters long and assigned to the device. Android’s are assigned during the initial boot and can be rest only when the device has a factory reset performed.">Unique Device ID</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/unique-user-id/" data-tooltip="Also, Unique Consumer ID. The alpha numeric information associated with a consumer that has visited a web site or received a specific content such as an ad, video, e-mail, newsletter etc.">Unique User ID</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/uniques/" data-tooltip="A single consumer to visit a website, usually counted monthly in traffic statistics.">Uniques</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/user-interface/" data-tooltip="The way in which a consumer controls or interacts with a software application or service.">User Interface</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/vast/" data-tooltip="Also, Video Ad Serving Template. An XML-based video protocol that standardizes the way video content is transferred from an ad server to video players on websites.">VAST</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/vpaid/" data-tooltip="Video Player Ad-Serving Interface Definition; created to support more interactive rich media video formats.">VPAID</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/video-ad-serving-template/" data-tooltip="An XML-based video protocol that standardizes the way video content is transferred from an ad server to video players on websites.">Video Ad Serving Template</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/video-completion-rate/" data-tooltip="The number of completed video views a video receives divided by the number of total starts of that video.">Video Completion Rate</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/view-rate/" data-tooltip="Is a measurement of the number of post-impression responses from display media impressions viewed during and following an online advertising campaign. Such post-exposure behavior can be expressed in site visits, on-site events, conversions occurring at one or more web sites or potentially offline.">View Through Rate</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/viewability/" data-tooltip=" Applies to an ad impressions ability to be seen by a consumer. The 3MS proposed in 2012 that the criteria for viewability is that at least 50% of the ad impressions pixels are in view for a minimum of one second. Source: IAB">Viewability</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/wallpaper/" data-tooltip="Also called Skin, an advertisement that fills the “gutters” (sides, top and bottom) of a website.">Wallpaper</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/whitelist/" data-tooltip=" A list of domains used by advertisers or advertiser's agents to specifically target ad impressions only across the stated list of domains.">Whitelist</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/yield-management/" data-tooltip=" Overseeing and optimizing the profit/revenue received for ad impressions served. ">Yield Management</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ecpm/" data-tooltip="Also, Effective Cost per Mille (thousand). The effective CPM rate based on monetized impressions.">eCPM</a></li><li><a class="glossaryLink" href="http://web.archive.org/web/20140718231614/http://technorati.com/glossary/ios/" data-tooltip="Apple's mobile operating system for the iPhone, iPad and iPod.">iOS</a></li></ul></div> </div> <div class="span4 column_container" role="complementary" itemscope="itemscope" itemtype="http://schema.org/WPSideBar"> <div class="td_block_wrap td-social-wrap td-social-wrap-32"><div class="td_mod_wrap"><span class="td-social-icon-wrap"><a href="http://web.archive.org/web/20140718231614/http://facebook.com/technorati"><span class="td-social-s1-32 td-s-s-32-facebook"></span></a></span><span class="td-social-icon-wrap"><a href="http://web.archive.org/web/20140718231614/https://plus.google.com/100283972493881772439/posts"><span class="td-social-s1-32 td-s-s-32-googleplus"></span></a></span><span class="td-social-icon-wrap"><a href="http://web.archive.org/web/20140718231614/https://www.linkedin.com/company/18902"><span class="td-social-s1-32 td-s-s-32-linkedin"></span></a></span><span class="td-social-icon-wrap"><a href="http://web.archive.org/web/20140718231614/http://technorati.com/feed/"><span class="td-social-s1-32 td-s-s-32-rss"></span></a></span><span class="td-social-icon-wrap"><a href="http://web.archive.org/web/20140718231614/http://twitter.com/technorati"><span class="td-social-s1-32 td-s-s-32-twitter"></span></a></span></div></div><div class="td-a-rec td-a-rec-id-sidebar ">  <div id="rev_slider_2_1_wrapper" class="rev_slider_wrapper" style="margin:0px auto;background-color:#E9E9E9;padding:0px;margin-top:0px;margin-bottom:0px;height:250px;width:300px;"> <div id="rev_slider_2_1" class="rev_slider" style="display:none;height:250px;width:300px;"> <ul> <li data-transition="fade" data-slotamount="7" data-masterspeed="300"> <img src="http://web.archive.org/web/20140718231614im_/http://technorati.com/wp-content/uploads/2014/05/background.png" alt="background"> <div class="tp-caption sft" data-x="0" data-y="0" data-speed="300" data-start="600" data-easing="easeOutExpo"><img src="http://web.archive.org/web/20140718231614im_/http://technorati.com/wp-content/uploads/2014/06/MainTitle.png" alt="Innovative Ad Technology"> </div> <div class="tp-caption lfb" data-x="0" data-y="0" data-speed="300" data-start="1000" data-easing="easeOutExpo"><img src="http://web.archive.org/web/20140718231614im_/http://technorati.com/wp-content/uploads/2014/06/Bubble1.png" alt="Bullet 1"> </div> <div class="tp-caption sfb" data-x="0" data-y="0" data-speed="300" data-start="1100" data-easing="easeOutExpo"><img src="http://web.archive.org/web/20140718231614im_/http://technorati.com/wp-content/uploads/2014/06/Bubble2.png" alt="Bullet 2"> </div> <div class="tp-caption fade" data-x="0" data-y="0" data-speed="300" data-start="1500" data-easing="easeOutExpo"><a href="/web/20140718231614/http://technorati.com/join/"><img src="http://web.archive.org/web/20140718231614im_/http://technorati.com/wp-content/uploads/2014/06/BottomRow.png" alt="Button"></a> </div> </li> </ul> <div class="tp-bannertimer"></div> </div> </div> <script type="text/javascript"> var tpj=jQuery; tpj.noConflict(); var revapi2; tpj(document).ready(function() { if (tpj.fn.cssOriginal != undefined) tpj.fn.css = tpj.fn.cssOriginal; if(tpj('#rev_slider_2_1').revolution == undefined) revslider_showDoubleJqueryError('#rev_slider_2_1'); else revapi2 = tpj('#rev_slider_2_1').show().revolution( { delay:9000, startwidth:300, startheight:250, hideThumbs:200, thumbWidth:100, thumbHeight:50, thumbAmount:1, navigationType:"bullet", navigationArrows:"solo", navigationStyle:"round", touchenabled:"on", onHoverStop:"on", navigationHAlign:"center", navigationVAlign:"bottom", navigationHOffset:0, navigationVOffset:20, soloArrowLeftHalign:"left", soloArrowLeftValign:"center", soloArrowLeftHOffset:20, soloArrowLeftVOffset:0, soloArrowRightHalign:"right", soloArrowRightValign:"center", soloArrowRightHOffset:20, soloArrowRightVOffset:0, shadow:2, fullWidth:"off", fullScreen:"off", stopLoop:"off", stopAfterLoops:-1, stopAtSlide:-1, shuffle:"off", hideSliderAtLimit:0, hideCaptionAtLimit:0, hideAllCaptionAtLilmit:0, startWithSlide:0, videoJsPath:"http://web.archive.org/web/20140718231614/http://technorati.com/wp-content/plugins/revslider/rs-plugin/videojs/", fullScreenOffsetContainer: "" }); }); //ready </script>  </div><aside class="widget widget_text"><div class="block-title"><span>Learn More</span></div> <div class="textwidget">Are you interested in being a Technorati publisher, but still have a few questions? 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