A technology platform with the single mission of enabling publishers to manage their ad impression inventory and maximise revenue from digital media. As such they offer an efficient, automated and secure way to tap into the different sources of advertising income that are available, and provide insight into the various revenue streams and audiences [..]

An advertising exchange is an open and transparent marketplace that facilitates the buying and selling of online advertising. The ideal online advertising exchange provides every buyer and seller with the tools and controls they need to reduce risk and maximize return for every single impression.

A company that provides sales representation for multiple independent websites by aggregating the ad inventory and selling ads across multiple sites.

Media agency (or media shop) is a company which helps companies to communicate with current and potential consumers and/or the general public. These agencies work with their clients to understand the business issues, their markets and their consumers. It then identifies the consumer insights, which can help to devise a channel-neutral communication [..]

A centralized, service-based organization that serves 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 buyi [..]

When a user interacts with an advertisement and clicks through to the advertiser’s website.

Frequency of click-throughs as a percentage of impressions served. Used as a measure of advertising effectiveness.

Measure of success of an online ad when compared to the click-through rate. What defines a conversion depends on the marketing objective eg: it can be defined as a sale or request to receive more information.

A small text file on the user’s PC that identifies the user’s browser so that they are recognised when they re-visit a site.

A pricing model that only charges advertising on an action being conducted eg. a sale or a form being filled in.