Marketing & Advertising Glossary

A private marketplace (PMP) is an exclusive, invitation-only auction where publishers offer premium ad inventory to selected advertisers at negotiated prices.

A direct media buying agreement where an advertiser reserves guaranteed ad inventory at a fixed price, combining programmatic efficiency with traditional guaran

An automated auction system where advertisers bid in real-time for individual ad impressions, with winning bids displayed instantly to users.

Retargeting shows ads to users who've previously visited your website or engaged with your brand, keeping you top-of-mind as they browse elsewhere online.

ROAS measures how much revenue you generate for every pound spent on advertising.

Return on Ad Spend (ROAS) measures revenue generated for every pound spent on advertising. It's a key performance indicator for evaluating campaign profitabilit

Interactive digital advertisements with embedded video, animation, or user engagement features that go beyond static display ads to capture attention and drive

The percentage of eligible impressions your ads received out of the total available in the market. A key metric for understanding search campaign reach and comp

A programmatic strategy that identifies and prioritises the most efficient digital advertising paths to reach target audiences, reducing waste and improving ROI

A technology platform that helps publishers and content owners sell their advertising inventory automatically to buyers, maximising revenue through real-time bi

VAST Tag is an XML-based code snippet that enables programmatic video ad serving, allowing advertisers to dynamically insert ads into video inventory across mul

A JavaScript tag that enables interactive video ads to communicate with ad servers, allowing real-time tracking and dynamic creative control during playback.

A conversion that occurs after a user views a display ad but doesn't click it, then later completes a desired action like a purchase or signup.

The percentage of ad impressions that are actually visible to users on screen. A key metric for measuring campaign effectiveness and ensuring media spend delive

Win rate measures the percentage of pitches, bids or campaigns your agency successfully wins against competitors.

eCPM (effective cost per thousand impressions) measures the revenue generated per 1,000 ad impressions, helping publishers and advertisers optimise campaign pro