Market One Ads

The ad-tech glossary

313 terms a publisher or advertiser meets, each in a sentence or three, with what Market One does about it where we do it.

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A

Access token: A short-lived credential an app sends with each API call to prove it may act for a user or account. A server issues it after OAuth sign-in, and it expires so a leaked copy stops working.
AcquisitionCustomer acquisition: Winning new customers, as opposed to keeping existing ones. Acquisition campaigns usually optimize toward a conversion and track CPA.
ACRAutomatic content recognition: ACR (automatic content recognition): technology in smart TVs that identifies what is on screen by matching audio or video fingerprints. Advertisers use ACR data to see which shows and ads a household watched, which raises privacy questions.
Active IDs: The number of distinct user or device identifiers seen in a set period, such as 30 days. It shows how much of an audience is actually reachable, not just how big a list is.
Ad agencyAgency: A firm that plans, buys and often creates advertising for brands. Agencies usually run campaigns through a DSP and charge a fee or a share of spend.
Ad environment: Where an ad appears: the site, app, page, screen and content around it. A good environment helps an ad work; a poor one can harm the brand (see brand safety).
Ad exchange: A marketplace where publishers offer ad inventory and buyers bid on each impression in real time, usually through OpenRTB. It runs the auction and passes the winning ad back to the page. Market One runs an OpenRTB exchange layer that DSPs can bid into.
Ad format: The shape an ad takes: display banner, native, video, audio and so on, each with set sizes or specs. Market One serves native, display banners in standard IAB sizes (300x250, 728x90, 320x50, 300x600, 160x600) and video; see formats.
Ad fraudInvalid traffic: Fake ad activity made to collect money: bots loading pages, hidden ads, spoofed domains or faked clicks. Advertisers pay for impressions no human saw. Market One ignores known bot user agents and data-centre networks, limits each visitor, and flags traffic spikes.
Ad group: A set of ads inside a campaign that share targeting, bids and budget rules. Splitting a campaign into ad groups lets you compare what works.
Ad inventoryInventory: The ad space a publisher has to sell, counted in possible impressions. More pages, more visitors and more slots mean more inventory.
Ad load: How many ads a page, app screen or video break carries. Higher ad load earns more per visit until it slows the page or drives readers away.
Ad network: A company that gathers ad space from many publishers and sells it to advertisers as one package. Unlike an ad exchange, it usually sets prices and picks placements itself. Publishers join Market One by pasting one tag.
Ad plays: The number of times a video or audio ad starts playing. Compare it with completions to get the completion rate. On Market One, video autoplays muted when in view and a view counts after 2 seconds playing in view.
Ad refresh: Loading a new ad into the same slot while the visitor stays on the page, on a timer or after an action. Done carelessly it inflates impressions nobody looks at, so many buyers demand to know when inventory refreshes.
Ad techAdtech · Advertising technology: The software that buys, sells, serves, targets and measures digital ads: DSPs, SSPs, exchanges, ad servers and measurement tools.
Ad verification: Independent checks that an ad ran where promised, was viewable, reached humans and sat beside safe content. Verification vendors report on fraud and brand safety.
Addressable TV: TV advertising that shows different ads to different households watching the same program, using set-top box or smart TV data. It brings digital-style targeting to the living-room screen.
ads.txtAuthorized Digital Sellers: ads.txt (Authorized Digital Sellers): a plain text file on a publisher’s domain listing every company allowed to sell its ad space. Buyers check it to avoid paying for spoofed inventory. Market One gives every publisher an ads.txt line to add.
Advanced TV: A catch-all for TV advertising beyond the classic broadcast spot: CTV, addressable TV, video on demand and data-driven linear TV.
AdvertiserBuyer: The business paying to show ads, directly or through an agency. On Market One, advertisers start in a chat at /list that reads their site, writes ads and sets up the campaign; see advertisers.
Advertiser CPM: The full CPM an advertiser pays, including media cost plus data and platform fees. It is usually higher than what the publisher receives.
Advertising token: An encrypted, regularly refreshed identifier passed in a bid request instead of a raw email or cookie ID. Industry IDs such as UID2 work this way.
AllowlistWhitelist · Inclusion list: A list of sites, apps or sellers a campaign may buy from, and nothing else. It gives tight control at the cost of reach. The opposite of a blocklist.
APIApplication programming interface: API (application programming interface): a defined way for one program to ask another for data or actions. Ad platforms offer APIs to create campaigns, pull reports and push audiences without the web screen.
Aspect ratio: The width-to-height proportion of an image or video, such as 16:9 for TV or 9:16 for phone stories. Supplying the wrong ratio crops or letterboxes your creative.
ATFAbove the fold: ATF (above the fold): the part of a page visible before scrolling. ATF slots tend to be more viewable and cost more, though a well-placed ad lower down can do just as well.
Attribution: Deciding which ads deserve credit for a sale or other conversion. Models range from last click to splitting credit across every touch.
Attribution windowLookback window: How long after seeing or clicking an ad a conversion still counts toward it, such as 7 days after a click. Longer windows credit more sales to ads, so compare reports with the same window.
Auction: How programmatic ads are sold: buyers bid for each impression and the highest bid wins. In a first-price auction the winner pays its bid; in a second-price auction it pays just above the runner-up. Market One runs a second-price auction with a US$0.50 eCPM reserve.
Audience: The group of people an ad aims to reach, defined by interests, location, behavior, or the content they read.
Audience-based buying: Buying ads by who the viewer is believed to be, wherever they appear, rather than by the site or content. It usually relies on identifiers that track people across sites; contextual targeting is the alternative.
Audio advertisingAudio: Ads in podcasts, streaming music and digital radio. Listeners can’t skip past them as easily as a banner, but there is no screen to click, so results are measured by reach, recall and later visits.
Authorization code: A one-time code an authorization server hands back after a user signs in. The app swaps it, along with a PKCE verifier or secret, for an access token.
Authorization server: The service that signs users in and issues tokens in an OAuth or OpenID Connect setup. Apps trust its tokens rather than handling passwords themselves.
Available impressionsAvails: An estimate of how many impressions a campaign could buy with its targeting and dates. Narrow targeting shrinks avails; if they are low, the budget may not spend.
AVOCAudible and visible on completion: AVOC (audible and visible on completion): a video ad that played to the end with sound on and on screen. It is a strict quality measure; muted autoplay ads rarely count.
AVODAdvertising-based video on demand: AVOD (advertising-based video on demand): free streaming paid for by ads, rather than by subscription. Ad slots inside these services are a major part of CTV inventory.
Awareness campaignAwareness · Brand awareness: A campaign meant to make more people know a brand or product, not to win an immediate sale. It is judged on reach, viewable impressions and brand lift rather than CPA.

B

Base bidBase bid CPM: The starting price a buyer offers per thousand impressions before any adjustments for site, device, time or audience. Platforms raise or lower it from there for each bid request.
Basic Authorization headerBasic auth: An HTTP header that sends a username and password, base64-encoded, with each request. It is only safe over HTTPS and is mostly used to swap client credentials for a bearer token.
Bearer token: An access token sent in the header as “Authorization: Bearer …”. Whoever holds it can use it, so keep it secret and short-lived.
Behavioral targeting: Showing ads based on what a person did before, such as pages visited or products viewed, usually tracked with cookies or device IDs. Privacy laws and browser limits are shrinking it. Market One does not use it; it targets by page content only.
Bid: A buyer’s offer for one impression, usually stated as a CPM. Bids go in a bid response.
Bid factorBid multiplier · Bid adjustment: A multiplier applied to a base bid for certain conditions, such as 1.5x on mobile or 0.5x at night. It lets one campaign pay more where it performs and less where it doesn’t.
Bid list: A list of targets (sites, apps, locations, devices) with a rule for each: bid more, bid less, or don’t bid. Allowlists and blocklists are simple bid lists.
Bid request: The message an SSP or exchange sends to buyers when an ad slot is about to load. It describes the page, slot size, device and any allowed signals, usually in OpenRTB format.
Bid response: A buyer’s reply to a bid request: the price it will pay and the ad to show, or no bid. It must arrive within a fraction of a second.
BlocklistBlacklist · Exclusion list: A list of sites, apps, sellers or keywords a campaign must never buy. It protects brand safety while keeping reach broad. The opposite of an allowlist.
Brand lift: The change in how people think of a brand after seeing its ads, such as awareness or purchase intent. It is measured by surveying people who saw the ads against a similar group who didn’t.
Brand safety: Keeping ads away from content a brand doesn’t want to sit beside, such as violence, hate or misinformation. Tools include blocklists, content categories and verification.
Broadcast TVLinear TV: Traditional TV sent over the air on a fixed schedule. Everyone watching a channel sees the same ad, bought by ratings points rather than by impression.
Budget: The most a campaign may spend, set per day, per flight or in total. Platforms spread spend through the day with pacing. Market One paces each campaign against its daily cap.
Buy side: Everyone working for the advertiser: brands, agencies and DSPs. The sell side works for publishers.
BVODBroadcaster video on demand: BVOD (broadcaster video on demand): a TV network’s own streaming service, carrying its shows on demand with ads. Australia’s free-to-air catch-up apps are examples.

C

Cable TV: Paid TV delivered by cable or satellite. Cable providers can sell some local ad breaks and, with set-top box data, run addressable ads.
Campaign: An organized ad effort with one goal, a budget, dates, targeting and a set of creatives. It can hold several ad groups.
CategoryAd category: A label describing what an ad sells or what a page is about, often from the IAB content taxonomy. Publishers use ad categories to block competitors or sensitive products; buyers use page categories for contextual targeting.
CDPCustomer data platform: CDP (customer data platform): software that pulls a company’s customer records from its website, store and email tools into one profile per person. Marketers use it to build audiences and personalize messages.
Channel: A type of media an ad runs on: display, video, audio, CTV, social, search, email. Plans that span several are called omnichannel.
Cinemagraph: A still image with one small part moving in a loop, such as steam rising from a cup. It catches the eye without the weight of full video.
Click: A tap or click on an ad that takes the viewer to the advertiser’s page. Clicks feed CTR and CPC.
Click ad fraudClick fraud: Fake clicks from bots, click farms or scripts, made to drain an advertiser’s budget or pad a publisher’s earnings. It hits CPC buyers hardest. Market One ignores bot and data-centre traffic, caps activity per visitor and flags spikes.
Click retargeting: Showing ads again to people who clicked an earlier ad but didn’t buy. It needs a way to recognize the person later, usually a cookie or ID.
Click-through: The act of clicking an ad and landing on the advertiser’s page. The share of impressions that click through is the CTR.
Click-through conversion: A conversion that follows a click on the ad within the attribution window. It is stronger evidence than a view-through conversion, where the person only saw the ad.
CMPConsent management platform: CMP (consent management platform): the banner and tool that ask visitors for consent to cookies and data use, then pass their choices to ad partners, often through the IAB TCF. Until a certified CMP runs on a site, Market One shows visitors in the EEA, UK and Switzerland only its cookie-free ads.
Commitment deal: An agreement where a buyer promises to spend a set amount with a seller over a period, usually for a better price or first access to inventory.
Companion bannerCompanion ad: A display ad shown beside a video or audio ad and tied to it, so the brand stays on screen and clickable after the spot ends.
Completion rateVCR · Video completion rate: The share of video or audio ads that played to the end, out of those that started. Paying by CPCV ties cost to it.
Consumer packaged goodsCPG · FMCG: CPG (consumer packaged goods): everyday items sold off supermarket shelves, such as food, drinks and toiletries. CPG brands are among the biggest ad spenders and lean on reach and brand lift.
Content signals: Information about the content around an ad slot, such as topic, keywords, genre or language, sent so buyers can judge the placement. They drive contextual targeting.
Contextual categories: Topic labels assigned to a page or video, such as “travel” or “gaming”, used to target or exclude ads. Most follow the IAB content taxonomy.
Contextual targetingContextual advertising: Choosing ads by what the page is about, not who the reader is. It needs no cookies or tracking. Market One targets only by context: the site’s topics and the page’s keywords.
Conversion: An action the advertiser wants after an ad, such as a sale, sign-up or download. It is recorded by a tag on the advertiser’s site or a server postback. In Market One’s affiliate network, conversions count only through HMAC-signed postbacks.
Conversion lift: The extra conversions caused by ads, measured by comparing people who saw them with a held-out group who didn’t. It separates sales the ad caused from sales that would have happened anyway.
Conversion rate: The share of clicks or visits that become a conversion. A low rate with a high CTR often points to the landing page, not the ad.
CookieThird-party cookie: A small file a browser stores for a website. First-party cookies keep you signed in; third-party cookies, set by ad companies, follow people across sites and are being blocked by browsers. Market One’s ads use no cookies.
Cookie mappingCookie syncing · ID syncing: Matching one company’s cookie ID for a browser to another company’s ID for the same browser, so they can share data about it. It adds hidden requests to pages and fades as third-party cookies go.
Cookieless: Advertising that works without third-party cookies, through context, first-party data or consented IDs. Market One’s ads are cookieless and use no cross-site identifiers.
CPACost per action · Cost per acquisition: CPA (cost per action or acquisition): what an advertiser pays for each conversion. As a pricing model, the publisher earns only when a sale or sign-up happens. Brands post CPA offers in Market One’s affiliate network and publishers join at /publishers/offers.
CPCCost per click: CPC (cost per click): the advertiser pays only when someone clicks the ad. Market One’s list price for advertisers is US$0.25 CPC.
CPCVCost per completed view: CPCV (cost per completed view): the advertiser pays only for video or audio ads that play to the end. Common for CTV and pre-roll.
CPECost per engagement: CPE (cost per engagement): the advertiser pays when someone interacts with the ad, such as expanding it, hovering, or playing a video.
CPICost per install: CPI (cost per install): the advertiser pays for each app install the ad drives. Standard for mobile app campaigns.
CPLCost per lead: CPL (cost per lead): the advertiser pays for each sign-up or enquiry form filled in.
CPMCost per mille · Cost per thousand: CPM (cost per mille): the price of 1,000 ad impressions, the standard unit for buying display and video. Market One’s list price for advertisers is US$2.00 CPM, counted only on viewable impressions.
CPPCost per point · Cost per rating point: CPP (cost per point): the cost to reach 1% of a target audience, a pricing unit from TV buying.
CPVCost per view: CPV (cost per view): the advertiser pays when a video ad counts as viewed, by the platform’s own rule (often a few seconds). On Market One, a video view counts after 2 seconds playing in view.
CreativeAd creative: The ad itself: the image, video, text or audio a person sees or hears, plus its click-through link. On Market One, the chat at /list writes the ads from the advertiser’s site.
CRM dataCustomer relationship management data: CRM (customer relationship management) data: a business’s own records of customers and leads, such as emails and purchases. Advertisers upload hashed versions to reach or exclude those people, with consent.
Cross-device attribution: Attribution that links an ad seen on one device to a purchase on another, such as a phone ad and a laptop checkout. It depends on knowing both devices belong to one person.
Cross-device targetingCross-device: Reaching the same person across phone, laptop and TV by linking their devices, through sign-ins (deterministic) or shared signals like home Wi-Fi (probabilistic).
CSRFCross-site request forgery: CSRF (cross-site request forgery): an attack that tricks a signed-in browser into sending a request the user didn’t intend. Sign-in flows such as OAuth block it with a random state value checked on return.
CTACall to action: CTA (call to action): the line or button telling the viewer what to do next, such as “Shop now” or “Book a table”. A clear CTA lifts CTR.
CTRClick-through rate: CTR (click-through rate): clicks divided by impressions. It shows how often an ad prompts action, but says nothing about what happens after the click.
CTVConnected TV · CTV advertising: CTV (connected TV): a television that streams over the internet, through a smart TV, stick or console. CTV advertising puts video ads into streaming shows and can be bought by impression like other digital ads.
CTV device: The hardware that brings streaming to a TV: smart TVs, streaming sticks, set-top boxes and games consoles. Buyers often target or report by device type.

D

DAIDDevice advertising ID · Mobile advertising ID · MAID: A resettable ID a phone’s operating system gives apps for advertising, such as Apple’s IDFA or Google’s advertising ID. People can reset it or switch it off. See Device ID.
Data marketplace: A store where data providers sell audience segments to advertisers, usually priced per thousand impressions served with the data.
Data onboarding: Matching an offline list, such as customer emails, to online IDs so ads can reach those people. Emails are usually hashed before matching.
Data segmentAudience segment: A group of people or devices sharing a trait, such as “recently searched for flights”, used for targeting. Market One targets pages, not people, so it uses no segments: see contextual targeting.
Data-driven marketing: Choosing who to reach, what to say and where to spend based on measured results rather than hunches.
DaypartingDay-parting: Running ads only at chosen hours or days, such as lunchtime for a café. It saves budget for the times buyers act.
DCODynamic creative optimization: Dynamic creative optimization: building ads from parts (headline, image, button) and letting the system learn which mix performs best for each placement. See dynamic creative.
Deal cancellation: Ending a deal between buyer and seller before its end date, after which the buyer’s bids on it stop.
Deal ID: A code that tags an agreed set of inventory and terms between a buyer and seller, so the buyer’s bids get the deal price and priority. Market One offers PMP deals and curated packages: see deals.
DecisioningAd decisioning: The split-second choice of which ad to show in a slot, weighing bids, targeting, frequency caps and pacing. Market One runs a second-price auction with a US$0.50 eCPM reserve.
Deduplication window: The period in which repeat conversions from the same person count once, so one sale doesn’t show up twice in reports.
Demographic data: Facts about people such as age, gender, income or household size, used to describe or target an audience.
Demographic targeting: Showing ads to people of chosen ages, genders or incomes. It relies on demographic data, often modelled rather than known.
Deterministic data: Data tied to a person through a known match, such as a login, rather than a guess. It is more accurate than probabilistic data but covers fewer people.
Developer portal: A site where developers find an ad platform’s API docs, keys and test tools.
Device: The phone, tablet, computer, TV or screen where an ad appears. Targeting and reports often split results by device type.
Device ID: An identifier for one phone, TV or computer, used to count reach and cap frequency across apps. Market One uses no device or cross-site IDs.
Digital advertising campaign: A planned run of online ads with one goal, budget, audience and set of dates. Market One sets one up from a chat at /list.
DIIDirectly identifiable information: Directly identifiable information: data that names a person outright, such as an email address or phone number. Ad systems should hash it or keep it out altogether.
Direct responseDirect response marketing · DR: Advertising that asks for an action now, such as a purchase or sign-up, and measures success by those actions. It contrasts with brand advertising, which builds recognition over time.
Display advertisingBanner ads: Image or rich-media ads shown in set spaces on websites and apps. Market One serves the common IAB sizes 300x250, 728x90, 320x50, 300x600 and 160x600: see formats.
DMPData management platform: Data management platform: software that collects audience data, groups it into segments and sends them to DSPs for targeting.
DOOHDigital out-of-home: Digital out-of-home: ads on screens in public places, such as billboards, bus shelters and shopping centres. One play can reach many people, so buyers often use an impression multiplier.
DSPDemand-side platform: Demand-side platform: software advertisers use to bid on ad space across many sites at once. Market One runs an OpenRTB exchange layer DSPs can bid into: see exchange.
DTCDirect-to-consumer · D2C: Direct-to-consumer: a brand selling straight to buyers through its own site rather than through shops.
Dynamic creativeDynamic creative rules: An ad that changes its text, image or offer for each view based on rules, such as the page topic, weather or location. See DCO.
Dynamic parametersMacros: Placeholders in an ad tag or click URL that the ad server fills at serve time, such as the site, campaign or a random number to bust caches.

E

eCPMEffective cost per mille: Effective cost per thousand impressions: earnings or spend divided by impressions, times 1,000. It lets you compare CPC, CPA and CPM deals on one scale. Market One’s auction reserve is US$0.50 eCPM.
EUIDEuropean Unified ID: European Unified ID: an open identifier built from a hashed, consented email, designed for European privacy rules. It is the European counterpart of UID2.
Event: An action you track, such as a page view, add-to-cart or sign-up. Events feed reports, attribution and bidding.
ExpandableExpandable ad: A rich-media ad that grows larger when the user taps or hovers on it, then shrinks back.

F

FASTFree ad-supported streaming TV: Free ad-supported streaming TV: channels streamed free over the internet, paid for by ads, much like broadcast TV.
FeedData feed · Product feed: A file or stream of data an ad system reads on a schedule, such as a product catalogue that fills dynamic ads.
First-party data: Data a business collects from its own customers and site, such as purchases or newsletter sign-ups. It is the most reliable and privacy-safe data you can use.
First-price auction: An auction where the winner pays exactly what it bid. Most header bidding uses it. Compare second-price auction.
FlightFlight dates: The start and end dates a campaign, or one part of it, runs.
Floor priceReserve price · Price floor: The lowest bid a seller accepts for an impression. Market One sets a US$0.50 eCPM reserve.
FoldAbove the fold · Below the fold: The bottom edge of the screen before scrolling. Ads above the fold are seen more often, but placement matters less when you pay only for viewable impressions, as Market One does.
ForecastingForecasted spend: Estimating how many impressions, how much reach and how much spend a campaign will get with its settings, before it runs.
Forward market: Buying ad inventory ahead of time at an agreed price, rather than impression by impression in real time.
FrequencyAverage frequency: How many times, on average, one person sees an ad in a period. Reach times frequency gives total impressions.
Frequency capFrequency capping: A limit on how many times one person sees the same ad in a period, so it doesn’t wear thin. Market One caps per visitor per day.
Frequency goal: The number of times you want each person to see your ad, such as three times a week, to land the message without wasting spend.
Frequency management: Balancing frequency across campaigns and channels so people see the ad enough, but not too often. It combines caps and goals.
Funnel locationFunnel stage: Where a buyer sits on the path to purchase: aware, considering or ready to buy. Ads and goals differ by stage.

G

GDPRGeneral Data Protection Regulation: General Data Protection Regulation: the EU law on personal data, mirrored in the UK. Ads that use personal data need a lawful basis, usually consent through a CMP. Until a certified CMP runs, Market One shows EEA, UK and Swiss visitors only cookie-free ads.
Geo dataLocation data: Where a device is, from country down to GPS point. Most ad systems guess it from the IP address.
GeofenceGeofence targeting · Geofencing: A virtual boundary around a place, such as a store or stadium, used to show ads to devices inside it or that visited it.
GeotargetingGeography targeting · Geo-targeting: Showing ads only in chosen countries, regions, cities or postcodes, based on geo data.
GIVTGeneral invalid traffic: General invalid traffic: known non-human traffic, such as search crawlers and data-centre traffic, that simple lists catch. Market One ignores bot user agents and data-centre networks. See invalid traffic.
GPPGlobal Privacy Platform: Global Privacy Platform: an IAB Tech Lab standard that passes a user’s privacy choices for many regions, such as US states and the EU, in one string through the ad chain. See TCF.
GRPGross rating point: Gross rating point: a TV measure equal to reach (as a percent of the audience) times frequency. Reaching 50% of viewers twice gives 100 GRPs.
GUIDGlobally unique identifier · UUID: Globally unique identifier: a long random string that labels one thing, such as a user, request or file, with no chance of clashing.

H

Half-life: How long until half of an effect has gone, such as the time for an ad’s influence on sales, or the value of a data signal, to fall by half.
HashHashing: A one-way scramble that turns data, such as an email, into a fixed string. The same input always gives the same hash, so systems can match records without sharing the raw data.
Header biddingPre-bidding: A setup where many ad exchanges bid on a page’s ad slots at once before the ad server decides, so the publisher gets the best price. Market One supports Prebid.js plus Amazon, with Google Ad Manager running the final auction, switched on per site: see header bidding. Market One runs it for you; see for media owners.
Household (TV-specific)TV household: A home with at least one TV, the unit TV ratings count. Several people may watch one household’s screen.
Household graph: A map linking the devices in one home, such as phones, laptops and TV, so advertisers can reach or count the household as one unit.
Household rating: The share of all TV households watching a programme at a given time.
Hybrid pricing: A price that mixes models, such as a low CPM plus a fee per sale.

I

ID token: A signed JSON Web Token an OpenID Connect sign-in returns, saying who the user is and which app they signed into.
Image pixelTracking pixel · 1x1 pixel: A tiny invisible image whose loading tells a server an event happened, such as an email open or page visit.
Impression: One showing of an ad. Market One counts an impression only when at least 50% of the ad is in view for 1 second. See viewability.
Impression multiplier: A number that converts one play of a DOOH ad into the estimated number of people who saw it.
In-app ad: An ad shown inside a mobile app rather than on a website.
In-app event tracking: Recording actions inside an app, such as installs, sign-ups or purchases, to measure which ads drove them.
In-banner video adOutstream video: A video that plays inside a display ad slot rather than before or during other video. Market One video autoplays muted when in view and counts a view at 2 seconds playing in view.
In-stream video adInStream · Pre-roll · Mid-roll: A video ad that plays before, during or after video content the viewer chose to watch.
In-view rateViewable rate: The share of measured impressions that met the viewability standard. Market One bills only viewable impressions.
Incremental reach: The extra people a channel or campaign reaches who weren’t already reached by others.
Interest targeting: Showing ads to people believed to like a topic, based on their past browsing. Market One instead matches the topic of the page: see contextual targeting.
IntermediaryReseller: A company between the advertiser and the site, such as an exchange or network. sellers.json and schain show each one in the chain.
Interoperability: Systems working together through shared standards, such as OpenRTB or VAST, so buyers and sellers can connect without custom work.
InterstitialInterstitial ad: A full-screen ad that covers the content between pages or app screens until the user closes it.
Intraday spend: Money spent so far today, used to pace a campaign against its daily cap. Market One paces delivery against daily caps.
Invalid trafficIVT: Ad impressions or clicks not from real, interested people, such as bots or accidental clicks. Market One ignores bot user agents and data-centre networks, limits each visitor and flags spikes.
InventoryAd inventory: The ad space a publisher has to sell, counted in impressions. Publishers can sell theirs through Market One with one tag: see sellers.
IOInsertion order: Insertion order: a signed order for an ad buy, setting dates, budget, placements and price.

J

JSON Web KeyJWK: JSON Web Key: a public or private key written as JSON, used to sign or check JWTs.
JSON Web Key SetJWKS: JSON Web Key Set: a published list of keys a service uses, so others can check its signed tokens.
JSON Web SignatureJWS: JSON Web Signature: the standard for signing data so anyone with the public key can check it wasn’t changed.
JSON Web TokenJWT: JSON Web Token: a compact, signed string carrying facts (claims), such as who a user is and when access expires. APIs use it to check requests.

K

KPIKey performance indicator: Key performance indicator: the number you judge a campaign by, such as cost per sale or click-through rate.

L

Last-touch attributionLast-click attribution: Giving all credit for a sale to the last ad a person saw or clicked. It is simple but ignores ads earlier in the path. See attribution.
Lift studyIncrementality test: A test comparing people who saw an ad with a similar group who didn’t, to measure what the ad actually changed.
Linear TV: Traditional scheduled TV, watched as broadcast, rather than on demand.
LivestreamingLive: Video broadcast over the internet as it happens, such as sport or gaming streams. Ad breaks are inserted in real time.
Local TV: TV ads bought for one city or region rather than the whole country.
Lookalike modelingLookalike audience: Finding new people who resemble your best customers, based on shared traits, to target them.
Lookback windowAttribution window · Conversion window: How far back from a conversion an ad view or click can still earn credit, such as 7 days after a click.

M

Macros: Placeholders in an ad tag or tracking URL, such as a page address or a cache-busting number, that the ad server swaps for real values when the ad loads. They let one tag report the right site, time and price for every impression.
Marketing funnel: The path a customer takes from first hearing of you (awareness) to weighing you up (consideration) to buying (conversion). Different ads suit different stages: reach at the top, retargeting near the bottom.
Max bidMaximum bid: The most an advertiser will pay for one impression or click. In a second-price auction the winner usually pays less than the max bid.
Media budget: The money set aside to buy ad space itself, separate from fees for creative, tools or agencies.
Media planning: Deciding where, when and how often ads run to reach the right people for the budget. A plan picks channels, sites, formats, dates and targeting before any money is spent.
Media quality: How likely an ad placement is to be seen by a real person in a suitable setting. It covers viewability, fraud levels, page content and how cluttered the page is.
Merchant: A business that sells goods or services, and in ad tech often the brand paying for retail media or affiliate sales.
Metrics: The numbers used to judge a campaign, such as impressions, clicks, viewability, conversions, ROAS and cost per result. Pick the few that match your goal and ignore the rest.
Mid-roll: A video ad that plays partway through a video or stream, like a TV commercial break. Compare pre-roll and post-roll.
MMMMarketing mix modelling · Media mix modelling: Marketing mix modelling: a statistical method that estimates how much each channel (TV, search, social, display) adds to sales, using totals over time rather than tracking individual people. It suits privacy-first measurement.
MMPMobile measurement partner: Mobile measurement partner: a third-party company that tells app makers which ad led to each install or in-app action, using one neutral count across ad networks.
Mobile advertisingMobile: Ads shown on phones and tablets, in mobile browsers or inside apps. Small screens favour formats like the 320x50 banner and native ads. Market One serves mobile sizes alongside desktop ones; see formats.
Mobile OTT: Streaming TV and video watched on a phone or tablet app rather than a TV set. It is one slice of OTT.
MVPDMultichannel video programming distributor: Multichannel video programming distributor: a cable, satellite or telco company that sells bundles of TV channels. MVPDs often sell some ad slots in the channels they carry.

N

Native advertisingNative ad: Ads that match the look and feel of the page around them, such as a sponsored card in a list of articles, and are labelled as ads. Market One serves native ads; see formats.
NBRNo-bid reason: No-bid reason: a code a buyer returns in OpenRTB to say why it passed on a request, such as a suspected bot or an unknown site. It helps sellers fix what blocks bids.
NormalizationNormalisation: Putting numbers from different sources on the same footing so they can be compared, for example turning every price into a CPM in one currency, or every time into UTC.

O

OAuth 2.0OAuth: An open standard that lets one app act on your behalf in another (for example, read your ad account) without you handing over your password. You approve access, and the app gets a limited token. OpenID Connect adds sign-in on top.
OLVOnline video: Online video: video ads on websites and apps viewed on computers and phones, as opposed to OTT on a TV screen.
Omnichannel: Running one campaign across many channels (web, mobile, video, audio, TV, shops) with shared goals and budget, rather than as separate silos.
Omnichannel RTB: Real-time bidding that buys across many channels, such as display, video, audio and connected TV, from one place.
Open exchange: Ad space sold by auction to any approved buyer, with no special deal in place. It offers the widest supply at the lowest prices but the least control. Compare PMP.
Open internet: The independent websites, apps and streaming services outside the walled gardens, where ads are bought through open standards and many vendors.
Open market: Another name for buying on the open exchange: auctions open to all buyers without a deal ID.
OpenID ConnectOIDC: A sign-in standard built on OAuth 2.0. It lets a site confirm who you are through a trusted provider and receive a signed ID token, so the site never handles your password.
OpenID Connect ProviderOIDC provider · Identity provider · Well-known: The service that signs people in and issues ID tokens under OpenID Connect. It publishes its settings at a standard “well-known” address (/.well-known/openid-configuration) so apps can set themselves up automatically.
OpenRTB: The IAB Tech Lab’s open standard for how bid requests and bid responses are written and sent in real-time bidding. Because everyone speaks it, any SSP can talk to any DSP. Market One runs an OpenRTB exchange layer for DSPs; see exchange.
OptimizationOptimizations · Optimisation: Adjusting a running campaign to get better results for the money, for example moving budget to sites, ads or times that perform, and cutting those that don’t.
Options TV buy: A TV ad purchase made with the right to cancel or change part of it by a set date, often part of an upfront deal.
OTPOne-time password: One-time password: a short code, sent by text or email or shown in an app, that works once to confirm a sign-in.
OTTOver-the-top: Over-the-top: TV and video delivered over the internet instead of through cable or satellite, such as streaming apps. OTT ads are usually unskippable video. See streaming.
Outstream video adOutstream: A video ad that plays in its own slot within page content, such as between paragraphs, rather than before a video the visitor chose. Market One video ads play muted when in view and count a view after 2 seconds playing in view.

P

Pacing: Spreading a budget evenly across a campaign’s days and hours so it neither runs out early nor goes unspent. Market One paces each campaign against its daily cap.
Pause ads: Still ads that appear on screen when a viewer pauses a streaming show and disappear when it resumes.
PIIPersonally identifiable information: Personally identifiable information: data that identifies a person, such as a name, email, phone number or home address. Privacy laws restrict how it is collected and shared. Market One ads use no PII.
PixelTracking pixel: A tiny invisible image or script on a web page that tells an ad platform when someone loads the page or completes an action, such as a purchase. It is how many advertisers count conversions. See universal pixel.
PKCEProof Key for Code Exchange: Proof Key for Code Exchange: an add-on to OAuth 2.0 that stops a stolen sign-in code from being used by anyone but the app that asked for it. Apps that can’t keep a secret, like phone and browser apps, should always use it.
PMPPrivate marketplace: Private marketplace: an invitation-only auction where a publisher offers chosen ad space to selected buyers, often with a floor price and a deal ID. Market One offers PMP deals and curated packages; see deals.
Political advertiser: A candidate, party or campaign group that buys ads about elections or political issues. Many platforms require extra identity checks and public disclosure for these ads.
Post-roll: A video ad that plays after the video or stream ends. Fewer viewers stay for it than for pre-roll.
Pre-bid targetingPre-bid: Filters a buyer applies before bidding, such as skipping unsafe pages, likely bots or low-viewability slots, so it never pays for them.
Pre-roll: A video ad that plays before the video a viewer chose. It is the most common in-stream format. Compare mid-roll.
Prebid.jsPrebid: The open-source JavaScript library most sites use for header bidding: it asks many exchanges for bids at once and hands the best to the ad server. Market One’s tag carries its own Prebid build; see header bidding.
Preferred deal: A deal where a publisher lets one buyer see and buy ad space at a fixed price before it goes to auction, with no obligation to buy. Sits between PMP and Programmatic Guaranteed.
Premium distributors: Major TV networks and streaming services that own or license well-known shows and sell ads around them.
Prime timePrimetime: The evening hours when the most people watch TV, usually about 8 to 11 pm. Ads in this slot cost the most.
Privacy: In advertising, people’s right to control data about them. Laws like GDPR and state privacy acts limit tracking without consent. Market One uses no cookies or cross-site identifiers, and visitors in the EEA, UK and Switzerland get only cookie-free ads.
ProbabilisticProbabilistic matching: Guessing that two devices or visits belong to the same person from signals like IP address and device type, rather than knowing it from a login. It is less accurate than deterministic matching and draws privacy concerns.
Product catalogProduct feed: A file of a shop’s products with names, prices, images and links, which ad platforms read to build shopping and dynamic ads automatically.
Product category: The group a product belongs to, such as shoes or board games, used to organise a catalog and target ads.
Product list: A chosen set of products from a catalog that a campaign promotes, such as best sellers or items on sale.
Programmatic advertisingProgrammatic: Buying and selling ad space through software rather than by phone and insertion order, usually in automated auctions that run as a page loads. Market One places ads programmatically.
Programmatic audio: Audio ads in music streams and podcasts bought through automated platforms, the same way as display ads.
Programmatic GuaranteedPG: A deal where a buyer commits to a fixed number of impressions at a fixed price, delivered through programmatic pipes instead of manual trafficking. It works like a traditional direct buy with automated delivery.
Proximity targetingGeofencing: Showing ads to people within a set distance of a place, such as a shop. It relies on location data, so it needs consent in many regions.
Publisher: A website, app or media owner that shows ads and gets paid for the space. Market One publishers paste one tag and earn 70% (self-serve) or 75% (Managed, over 50,000 sessions a month); join here.
Publisher directDirect path: Buying ad space straight from the publisher or its own SSP with no resellers in between, which cuts fees and fraud risk. sellers.json and schain show whether a path is direct.

Q

QPSQueries per second: Queries per second: how many bid requests a system sends or can handle each second. Exchanges cap QPS to keep costs down.

R

Rate card: A publisher’s list of standard ad prices before discounts. Market One’s list price for advertisers is US$2.00 CPM or US$0.25 CPC; see advertisers.
ReachReach (TV-specific): The number of different people who see an ad at least once. In TV it is usually given as a share of households or viewers in a market. See frequency for how often each saw it.
Recency: How long ago someone last visited, saw an ad or acted. Recent actions usually signal stronger interest.
Redirect URICallback URL: The exact address a sign-in provider sends people back to after they log in under OAuth 2.0 or OpenID Connect. Providers only accept addresses registered in advance, which blocks code theft.
Relevance: How well an ad fits the page and the person reading it. A relevant ad gets more attention and clicks. Market One matches ads to site topics and page keywords; see contextual targeting.
Relevance scoreQuality score: A rating some platforms give an ad for how well it fits its audience, based on clicks, feedback and match. A higher score can lower the price paid.
Retail media: Ads sold by retailers on their own sites, apps and stores, often using shopper data, so brands can reach buyers close to purchase.
Retail media platformRetail media network: The software or network a retailer uses to sell and run retail media ads.
Retailer: A business that sells products to consumers, online or in stores. Large retailers increasingly sell ad space too.
RetargetingRemarketing: Showing ads to people who already visited your site or app, usually tracked with cookies or IDs. Market One does not retarget; it uses page context instead.
Rich media: Ads with interactive or moving parts, such as expanding panels, games or embedded video, beyond a static image.
ROASReturn on ad spend: Return on ad spend: revenue earned divided by ad spend. A ROAS of 4 means $4 in sales for every $1 spent. Compare ROI.
ROIReturn on investment: Return on investment: profit from a campaign compared with all its costs. Unlike ROAS, it subtracts costs such as goods and fees.
RTBReal-time bidding: Real-time bidding: an auction for each single impression that runs while the page loads, in a fraction of a second. OpenRTB is the common language. Market One runs a second-price auction for each slot.
Run of networkRON: An ad buy that can show anywhere across an ad network’s sites, without picking specific ones. It is cheap and broad.
Run of scheduleROS (TV): A TV or radio buy where the station places the ad at any time it chooses, at a lower price than fixed slots.
Run of siteROS: An ad buy that can show on any page of one website rather than a chosen section.

S

Scatter TV buyScatter market: TV ad time bought close to air date, during the season, rather than in the upfront. Prices move with demand.
schainSupplyChain object · Supply chain object: A field in each bid request that lists every company that handled the impression on its way to the buyer. Together with sellers.json and ads.txt, it lets buyers check they are buying from the real publisher.
Search ad fraudClick fraud: Fake clicks on search ads, made by bots or click farms to drain a rival’s budget or earn fake payouts.
Second-party data: Another company’s own customer data shared with you directly under an agreement, such as a partner sharing its audience. Compare third-party data.
Second-price auction: An auction where the highest bidder wins but pays just above the second-highest bid. Market One runs second-price auctions with a US$0.50 eCPM reserve.
SegmentAudience segment: A group of people or pages sharing a trait, such as interest in cooking, used for targeting.
Self-serve: A platform where you set up and run ads or monetise your site yourself, without a sales rep. Market One advertisers start in a chat at /list; self-serve publishers earn 70%.
Sell side: The publishers and the tools that help them sell ad space, such as SSPs and ad servers. The buy side is advertisers and their DSPs.
Seller: The company that sells an impression, either the publisher itself or an intermediary authorised to resell it. Each seller is listed in a sellers.json file.
sellers.json: A public file where an ad system lists every seller it pays and whether each is a publisher or a reseller. Buyers use it with ads.txt to spot fakes. Market One publishes /sellers.json and gives every publisher an ads.txt line.
Sensitive categories: Topics like health, religion, politics, sexuality and finance where ads need extra care, and where many laws ban targeting based on personal data.
SIVTSophisticated invalid traffic: Sophisticated invalid traffic: fake traffic built to look human, such as hijacked devices or fake browsers, which takes deep analysis to catch. Simpler bots are called general invalid traffic (GIVT). Market One ignores bot user agents and data-centre networks and flags spikes.
SKUStock keeping unit: Stock keeping unit: a shop’s unique code for one product variant, such as a size and colour.
Smart TVConnected TV · CTV: A TV with built-in internet and apps for streaming. Ads on it are often called connected TV ads.
Spend: The money actually paid out for ads over a period, as opposed to the budget set aside.
SPOSupply path optimization: Supply path optimization: buyers choosing the shortest, cheapest, cleanest route to each impression and cutting needless resellers. sellers.json and schain make it possible.
SSOSingle sign-on: Single sign-on: one login that gets you into several sites or apps, usually through OpenID Connect.
SSPSupply-side platform: Supply-side platform: software that sells a publisher’s ad space to many buyers at once through auctions. Market One does this job for its publishers; see for media owners.
State parameter: A random value an app sends at the start of an OAuth sign-in and checks on return, to block forged requests.
Streaming: Watching or listening over the internet as the content arrives, rather than downloading first. Streaming TV is also called OTT.
Streaming device: A box or stick, like a Roku or Fire TV, that plugs into a TV to run streaming apps.
SVODSubscription video on demand: Subscription video on demand: streaming you pay a monthly fee for. Some SVOD plans carry ads at a lower price.

T

Tactic: One specific approach inside a campaign, such as a set of sites, an audience or a format, with its own budget and settings.
TagAd tag: A snippet of code placed on a page that loads ads or records events. Market One publishers paste one tag to start showing ads.
Targeting: Choosing who or where sees an ad, by page topic, location, device, time or audience. Market One uses contextual targeting only: site topics and page keywords.
Third-party data: Data about people bought from companies that collected it elsewhere, often by tracking across sites. It is fading as browsers block third-party cookies. Compare second-party data.
Tracking tag: A tag that records an event, such as a page view or sale, for measurement rather than to show an ad. See pixel.
Trading desk: A team, often inside an agency, that buys programmatic ads for clients using DSPs.
Traffic: The visits a site or app receives. In ad ops, “trafficking” also means setting up ads in an ad server.
TV content owners: Studios, networks and streamers that own the rights to shows and sell or license ad time around them.

U

UGCUser-generated content: User-generated content: posts, reviews, videos and comments made by ordinary users rather than the site. Advertisers often apply extra brand-safety checks to it.
UIDUser ID: A user identifier: a code that recognises the same person or device across visits. Market One uses no cross-site identifiers.
UID2Unified ID 2.0: Unified ID 2.0: an open-source ID made from a hashed, encrypted email address, offered as a cookie replacement for ad targeting with opt-out controls. Market One does not use it.
Unified auction: One auction where all demand, including direct deals, header bidding and exchanges, competes at the same time so the best price wins. Market One’s header bidding sends Prebid.js and Amazon bids into Google Ad Manager’s final auction; see header bidding.
Universal pixel: One pixel placed on every page of a site that records many events, so the advertiser doesn’t need a separate tag for each action.
Upfront TV buyUpfronts: TV ad time bought months ahead of the season, usually in spring for the autumn, in exchange for better prices and guaranteed slots. Compare scatter.
UTCCoordinated Universal Time: Coordinated Universal Time: the world’s reference clock. Ad reports and daily caps often reset at midnight UTC, not local time.

V

Value-based buying: Bidding more for impressions likely to bring valuable results, such as big orders, rather than paying the same for every impression.
VASTVideo Ad Serving Template: Video Ad Serving Template: the IAB standard that tells a video player which ad to play, how long it is and where to report views and clicks.
vCPMViewable CPM · Viewable cost per mille: Viewable cost per thousand: the price of 1,000 impressions that were actually seen, not just loaded. Market One counts every impression this way: 50% in view for 1 second.
VCRVideo completion rate: Video completion rate: the share of video ads played to the end out of those started.
Video event: A moment in a video ad that the player reports, such as start, quartiles, complete, mute or click. VAST defines the standard list.
View-through conversion: A sale or sign-up by someone who saw an ad but didn’t click it, within a set time. It credits ads that influence without a click, though it can overstate their effect.
ViewabilityViewable impression: Whether an ad actually had a chance to be seen. The common standard is 50% of the ad on screen for at least 1 second (2 seconds for video). Market One counts only viewable impressions.
VODVideo on demand: Video on demand: shows and films watched whenever the viewer chooses, not on a broadcast schedule. See SVOD.
VPAIDVideo Player-Ad Interface Definition: Video Player-Ad Interface Definition: an older IAB standard that let interactive code run inside video ads. It is retired in favour of newer VAST features because it slowed players and hid fraud.

W

Walled garden: A large platform, such as Google, Meta or Amazon, that keeps its users, data and ad tools inside its own system and limits outside measurement. Compare open internet.
Win: An auction a bidder wins, earning the right to show its ad on that impression.
Win rate: Wins divided by bids made. A low win rate can mean bids are too low; a very high one can mean overpaying.

Y

Yield managementYield optimization: How a publisher gets the most money from its ad space, by setting floor prices, adding demand sources and balancing direct deals with auctions.

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