Glossary
Welcome to the Setupad Ad Tech Glossary—your comprehensive guide to digital advertising and programmatic media buying terminology. Whether you’re a publisher, an advertiser, or just starting to explore the world of ad tech, this glossary provides clear, concise explanations for all the key terms you need to know. Dive in and enhance your knowledge today!
/æd ˈblɑkər/
An ad blocker is a content filtering tool designed to remove or alter advertisements on websites and applications. Ad blockers are commonly available as browser extensions, such as Adblock Plus or uBlock Origin, and as standalone software like AdGuard. These tools work by identifying ad elements on a page and either blocking them entirely or replacing them with alternative content.
In [...]
/æd kriˈeɪtɪv/
An ad creative is the visual, textual, or multimedia element of an advertisement that users see on a website, app, or digital platform. It contains all the design components, such as images, videos, headlines, and call-to-action buttons, that make up an ad. The quality and relevance of an ad creative play a crucial role in capturing user attention, driving engagement, and ultimately in [...]
/æd ɪksˈʧeɪnʤ/
(Also known as AdX)
An ad exchange is a digital marketplace where publishers sell their ad inventory to advertisers through real-time auctions. It acts as a central hub where supply-side platforms (SSPs), demand-side platforms (DSPs), ad networks, and advertisers come together to buy and sell ad impressions programmatically.
Ad exchanges operate in an automated, auction-ba [...]
/æd ˈnɛˌtwɜrk/
An ad network is a digital advertising intermediary that connects publishers with advertisers by aggregating and categorizing ad inventory. It acts as a bridge between websites and businesses looking to run ads, simplifying the process of buying and selling ad space.
Before programmatic advertising took over, ad networks played a crucial role in helping publishers monetize th [...]
/æd ˈsɜrvər/
An ad server is a piece of technology that stores, manages, and delivers digital ads to websites, mobile apps, and other digital platforms. It acts as the central hub for handling ad placements, ensuring that the right ad is displayed to the right user at the right time. Beyond just serving ads, an ad server also tracks and analyzes campaign performance, allowing advertisers and publishe [...]
/æd-tɛk/
(Also known as Advertising Technology)
AdTech, short for advertising technology, is a collection of tools, software, and platforms designed to help advertisers and publishers manage, deliver, and optimize digital advertising campaigns. At its core, AdTech streamlines how ads are created, targeted, delivered, and measured, enabling businesses to effectively reach their target audiences whi [...]
/æmp/
(Also known as Accelerated Mobile Pages or Google AMP)
AMP, short for Accelerated Mobile Pages, is an open-source HTML framework designed to create fast and lightweight mobile web pages. Launched by Google, AMP focuses on improving page load speed and performance, especially for mobile users. By streamlining web content and using simplified HTML, AMP pages load almost instantly, providing a [...]
/bɪˈheɪvjərəl ˈtɑːgɪtɪŋ/
Behavioral targeting is a digital advertising strategy that delivers ads based on a user’s browsing behavior, such as websites visited, searches performed, content consumed, and purchases made. This method enables advertisers to create personalized ad experiences, ensuring that users see ads relevant to their interests rather than generic promotions.
By analyzing pa [...]
/kæʃ/
A cache is a system, either hardware or software-based, that temporarily stores data to make future requests for that data faster. By keeping frequently accessed data readily available, caching improves performance and reduces the load on servers, making it an essential component of modern web and app development.
Caches are widely used across websites, applications, and devices to en [...]
/kənˈsɛnt ˈmænəʤmənt ˈplætˌfɔrm/
(Also known as CMP)
A Consent Management Platform (CMP) is a tool used by publishers, advertisers, and businesses to manage user consent for data collection in compliance with global privacy regulations. It ensures that websites and apps collect, store, and respect users' choices regarding personal data usage while maintaining transparency about how their informat [...]
/kɑːnˈtɛkstʃəwəl ˈædvərˌtaɪzɪŋ/
Contextual advertising is a form of digital advertising that places ads on web pages based on the page's content rather than a user’s browsing history or behavior. Instead of using personal data, contextual advertising ensures that ads are relevant to what a user is currently reading or watching.
For example, if a user visits a blog about car maintenance, the [...]
/ˈkʊkiz/
(Also known as Internet Cookies or Web Cookies)
Cookies are small text files stored on a user’s device by a website they visit. These files contain bits of information, such as user preferences, login details, and browsing activity, enabling the website to recognize the user and personalize their experience.
By remembering past interactions, cookies make browsing faster, smoother [...]
/kɔː wɛb ˈvaɪtlz/
(Also known as CWV)
Core Web Vitals (CWV) are Google's page experience metrics that measure loading speed, responsiveness, and visual stability. CWV is a Google ranking factor impacting search results.
Optimizing CWV is crucial for good user experience and organic visibility.
Core Web Vitals ExplainedGoogle uses three Core Web Vitals to measure how users e [...]
/si-pi-si/
(Also known as Cost-Per-Click)
CPC (Cost-Per-Click) is a popular pricing model in digital advertising. It’s a simple concept: advertisers pay publishers each time someone clicks on their ad. For publishers, it’s a way to earn revenue by displaying ads on their websites or apps. CPC is widely used in platforms like Google Ads and Google AdSense, making it a cornerstone of pay-per-click ( [...]
/si-pi-ɛm/
(Also known as Cost-Per-Thousand, Cost Per Mille, or Impression RPM) CPM stands for Cost-Per-Mille (from the Latin word mille, meaning "thousand"). It is a pricing model in digital advertising where advertisers pay a fixed price for every 1,000 ad impressions. For publishers, CPM reflects the revenue generated per 1,000 impressions served on their website or app. This model is particul [...]
CPV (Cost-Per-View)
/si-pi-vi/
(Also known as Cost-Per-View)
CPV, or Cost-Per-View, is a video advertising model where advertisers pay only when a user watches a video ad for a minimum of 30 seconds or engages with it. This ensures that advertisers are only charged for actual engagement, making it popular for video campaigns on platforms like YouTube and Facebook.
How CPV WorksWhe [...]
/deɪtə ˈmænəʤmənt ˈplætˌfɔrm/
(Also known as DMP)
A Data Management Platform (DMP) is a software system used by advertisers and publishers to collect, organize, and analyze audience data. This data is used to inform data-driven decisions, and DMPs are essential for programmatic advertising as they process and manage vast amounts of user information, including online behavior, demographics, and int [...]
/i-si-pi-ɛm/
(Also known as Effective Cost-Per-Mille)
eCPM (Effective Cost-Per-Thousand) is a key metric in digital advertising that helps publishers and advertisers understand the revenue potential of ad impressions. It calculates the earnings a publisher receives for every 1,000 ad impressions, regardless of the pricing model used, whether it's CPM (Cost-Per-Mille), CPC (Cost-Per-Click), or CPA [...]
/fɪl reɪt/
Fill rate is a key metric in digital advertising that measures the percentage of ad requests successfully filled with an actual ad impression. It represents how efficiently a publisher is monetizing available ad inventory and is calculated using the following formula:
Fill Rate = (Ad Impressions / Ad Requests) × 100
For example, if a website sends 100,000 ad requests to [...]
/ˈguːgəl æd ˈmænɪʤə/
Google Ad Manager (GAM) is an advanced ad management platform for publishers to manage, optimize, and monetize their digital advertising inventory. It combines an ad server and an ad exchange, giving publishers control over ad placements, pricing, and demand sources.
Developed from DoubleClick for Publishers (DFP) and AdX (Ad Exchange), GAM is for high-traffic publisher [...]
/ˈgugəl ædsɛns/
Google AdSense is a popular Cost-Per-Click (CPC) advertising program that allows publishers to monetize their websites by displaying targeted ads. It connects publishers with Google’s extensive network of advertisers, enabling seamless ad placements that generate revenue every time a user clicks on an ad.
AdSense is widely used by bloggers, small businesses, and content cre [...]
/ˈgugəl sɜrʧ kənˈsoʊl/
Google Search Console (GSC) is a free tool provided by Google to help publishers, webmasters, and SEO professionals monitor, maintain, and troubleshoot their website’s presence in Google Search results. Unlike paid search tools, GSC focuses solely on organic reach, giving you insights into how your site performs in search and how users interact with your content.
What [...]/ˌɪntɚˈstɪʃəl ˈædz/
Interstitial ads are full-screen advertisements that appear at natural transition points within an app or website. They cover the entire interface, providing a high-impact, immersive experience for users. Unlike banner ads that stay within a designated ad slot, interstitial ads take over the screen, often requiring users to engage with them before continuing their journey.
[...]/laɪn ˈaɪtəm/
In Google Ad Manager (GAM) and other ad-serving platforms, a line item represents an agreement between an advertiser and a publisher for the delivery of a specific number of ad impressions, clicks, or conversions over a set period at a predetermined price. It defines the rules and settings for how and when ads should be displayed, including factors like targeting, pricing, and priority [...]
/mɑː-tɛk/
(Also known as Marketing Technology)
MarTech, short for marketing technology, refers to a collection of software tools and platforms that marketers use to achieve their goals. Unlike AdTech, which focuses on paid channels, MarTech centers around unpaid or owned channels like email, social media, and websites. These tools help marketers engage audiences, track performance, and optimize ca [...]
/ˈneɪtɪv ædz/
Native ads, a type of digital advertisement, are designed to seamlessly integrate with the platform's content and layout where they are displayed. Unlike traditional banner ads or pop-ups, which are obvious advertisements, native ads match the look, feel, and function of the surrounding content, making them less intrusive and more engaging to users.
Often taking the form of ar [...]
/peɪwɔl/
A paywall is a digital mechanism used by publishers to restrict access to premium content, such as videos, articles, or other resources, unless users subscribe or pay a fee. Paywalls are a widely adopted monetization strategy in industries like journalism, online education, and entertainment. By offering exclusive content behind a paywall, publishers can generate revenue while providing valu [...]
/praɪs flɔr/
(Also known as Floor Price)
A price floor is a minimum cost-per-mille (CPM) rate set by publishers in programmatic advertising auctions. This threshold ensures that only bids meeting or exceeding the floor price can compete for an ad placement. By implementing price floors, publishers can safeguard their ad inventory's value and avoid selling impressions at rates that are too low.
[...]/ˈpraɪvəsi prɪˈzɜːrvɪŋ tɛkˈnɑlədʒiz/
Privacy-preserving technologies (PPTs) refer to a set of tools, methods, and frameworks designed to protect user privacy while enabling data collection, processing, and analysis. These technologies ensure that personal data is handled securely and transparently, mitigating privacy risks in an increasingly data-driven world. PPTs are especially relevant in industri [...]
/ˌprəʊgrəˈmætɪk ˈædvətaɪzɪŋ/
(Also known as Programmatic & Programmatic Media Buying)
Programmatic advertising is the automated process of buying and selling online ad inventory in real-time through an advanced bidding system. Instead of traditional ad buying methods, where advertisers negotiate placements manually, programmatic advertising relies on algorithms and artificial intelligence to d [...]
/rɪʧ ˈmidiə/
Rich media refers to digital advertisements that go beyond traditional static banners by incorporating interactive elements such as video, audio, animations, and expandable content. Unlike standard display ads, which rely solely on images and text, rich media ads engage users with dynamic features, encouraging higher interaction rates and better overall ad performance.
These ad [...]
/væst/
(Also known as Video Ad Serving Template)
VAST (Video Ad Serving Template) is a standard protocol that enables seamless communication between video players and ad servers. It acts as a script that provides video players with detailed instructions on how to deliver video ads, including the ad content, playback behavior, and tracking events.
VAST simplifies the ad-servi [...]
Walled Garden
/wɔːld ˈgɑːdn/
A walled garden in digital advertising is a closed ecosystem controlled by a platform owner, limiting access to data and ad performance metrics. Big players like Google and Facebook operate as walled gardens, offering large user bases but limited transparency.
How Walled Gardens WorkUnlike the open web, walled gardens like Facebook, Google Ads, and Amazon [...]
/ˈwɔtərˌfɔl/
(Also known as Waterfalling or Daisy Chaining)
Waterfall is a traditional programmatic advertising technique used by publishers to sell remnant ad inventory. In this method, impressions are offered to demand sources, such as Supply-Side Platforms (SSPs), in a sequential order. Each SSP is given an opportunity to bid on the inventory, and if the impression isn’t sold, it is passed down [...]
