General Terms

Term	Definition
Above the fold (ATF)	Typically the upper half of a website, or any part a user can view without having to scroll down. Automatically viewable.
Ad tag	Typically served as javascript through a website’s ad server, an ad tag allows a website to communicate with an ad partner and serve an appropriate ad. AYL tag allows matching in-house technology with the publishers'. Without tag insertion into publisher's site, any previously configured placements cannot be posted. Various types of tags are sent to publishers. Generic Tag The generic tag can handle more than one placement. It must be inserted only once per page, even if there is multiple placements in it. Generic tag uses URL matching to determine which placements need to be filled with ads. If you already have a generic tag inserted on your page for another placement, you don't have to insert it again. The Generic tag is an AYL historic feature. This tag is called generic as it is only inserted once into the site's <head> tags to release ads. Specific Tag A Specific tag is specific to one placement only. It can be used only for this particular placement. Each placement have its own placement tag. You can have multiple placement tags for multiple placements in the same page, but you do not want to insert the same placement tag more than once per page. The specific tag is like the generic one with a placement ID as the tag is specific to the placement.
Ad unit	The space in an application where ads are displayed. An ad unit is a single type of ad that lets you: describe the placement type define the placement location on page leverage inventory quality.
Advertiser	An organisation willing to promote its activity of selling goods or services with communication measures.
AMP	The Accelerated Mobile Pages Project (AMP) is an open-source website publishing technology designed to improve the performance of web content and advertisements. Google-backed project designed as an open standard for any publisher to have pages load quickly on mobile devices.
Below the fold (BTF)	Lower half of a website or the portion where users have to scroll down to view. Not automatically viewable.
Blacklist	A list of advertisers that should be excluded on publisher's side. A list of publishers that should be excluded from a campaign.
Call to Action	A specific button within the ad inviting the user to click through on text like “Buy Now.”
Capping or Frequency Cap	An established limit to the number of times an ad campaign, tag or ad size can be shown to an individual user.
Creative	An advertising unit created by an ad designer, in accordance with publisher specifications and guidelines, for the purpose of communicating a marketing message to that publisher’s audience. One creative may consist of multiple files in various formats, such as standard images, animation, video, execution files (.html, .js, etc.) and other files that work together for an interactive experience.
Conversion	Conversion turning a prospect into a client, or a shopper making a purchase.
Conversion Pixel	A conversion pixel or lead pixel is a piece of code, image or JavaScript we set on the advertiser landing page. When users visit a landing page including a conversion pixel, their visit is recorded through the pixel following their customer journey. Conversion pixels are used to track if a user has landed or converted to a specific web page. Each campaign can record up to 3 conversions.
Cookie	A small text file on the user’s browser that enables data storage. Typically used to identify users and recognize them when they revisit a site or to collect users’ browsing data.
DMP	A Database Management Platform is a Technological online platform that allows you to manage and analyze anonymous data used for users targeting.
DNA Dashboard	DNA main feature that allows you to optimize campaigns and get all information for reporting and analysis.
First look	First look can be given by the publisher to one of its partner in order to give him priority when buying advertising campaigns.
GDPR	The EU General Data Protection Regulation (GDPR) is designed to harmonize data privacy laws across Europe.
IAB (The Interactive Advertising Bureau)	Made up of over 500 leading media and technology companies, IAB works to educate about the value of interactive advertising as well as evaluate and recommend standards and practices (such as standard unit size).
IAS (Integral Ad Science)	Is a global technology and data company that builds verification, optimization, and analytics solutions to empower the advertising industry to effectively influence consumers everywhere, on every device. "We solve the most pressing problems for brands, agencies, publishers, and technology companies by verifying that every impression has the opportunity to be effective, optimizing towards opportunities to consistently improve results, and analyzing digital’s impact on consumer actions". integralads.com
iFrame	An HTML document embedded within another HTML document that allows content from another source to appear on a web page. Friendly iFrame (FIF) A Friendly iFrame is an iframe that shares the same domain as the main page it is hosted on. This generally means that the content is trusted and hence, can ‘break out’ of the iframe and manipulate the content on the hosting page. FIF is some kind of interactive and communicating frame. Non-Friendly iFrame A non-friendly iFrame is hosted under a different domain to that which the iframe tag is hosted on. Under the 'same-origin-policy', the content of the iframe cannot interact with the page on which it is hosted.
InAd	Defined by the IAB as an ad placed “outside of the editorial well”, this type of native advertising is out-stream and matches the function of the website. It links to a different website, has been sold with a narrowly targeted placement, and is measured through brand engagement.
InFeed	Advertisements placed between the content on a page, allowing the reader to consult them naturally and with little effort. They’re often placed between content that appears on social media and news sites that use a mobile or in-app “infinite scroll” feature. To further clarify, the IAB has separated in-feed native into three main feed types (content, social, and product), four main ad types (story ad, video ad, app install ad, and product ad) and four link destinations (within site / app, new page, play video, or app install page).
Insertion Order	The contract signed by an advertiser/agency to validate a new budget for an advertising campaign. It is signed by the advertiser.
Native ads	Advertising that aims to blend into the user’s experience with the website. Native ad mimic a site’s content and format.
Passback	When an ad partner chooses to pass on the opportunity to capture or serve an ad impression they ‘default’ the opportunity to serve an ad. A Passback is a script which substitutes to the campaign when there is no campaign to release.
Placement	A placement is an ad location where advertisers want their ad to appear. A placement is defined by a name, a site, an access, a manager, a categorization, enabled devices and a content integration.
Premium Ad Inventory	Ad inventory that is viewed to be of high quality and is therefore valued at a higher price.
Price floor	A fixed CPM rate that prevents an ad partner from serving campaigns that pay below a certain price threshold. For example, if you set your price floor to $1 your ad partner shouldn’t serve any campaigns with net CPM rates below that amount.
Publisher	Online website willing to create and monetize advertising placements in its editorial contents.
Retargeting	Retargeting is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website.
Revenue share model	A partnership between a publisher and ad provider where profits from ad serving are split as per the terms of the agreement. Before the rise of programmatic and RTB these agreements were closer to 50/50, but with the rise of programmatic buying that split has increased in the publishers favor. For example, Google’s Ad Exchange offers a 80/20 revenue share. These rates are often negotiable depending on how much volume a publisher can provide.
Traffic Manager	Optimises levers for targeting, acquiring and managing user traffic in order to maximise campaigns’ performances (views, clicks, purchases, subscriptions…).
User	An individual with access to the Internet. A user can access the Internet through multiple browsers or devices, and thus have multiple cookies/user IDs.
User ID	A token attributed to a technical identifier, such as a cookie or device ID, and specific to a given browser or device.