Ad Tech Glossary

Every company has their own way of talking about ad tech. Well, we decided to cut out the confusion by creating our own ad tech glossary just for you!

Ad Tech Glossary

Every company has their own way of talking about ad tech. Well, we decided to cut out the confusion by creating our own ad tech glossary just for you!



When a user performs a desired action in response to an ad displayed on a website or within an app, such as a sign up, purchase, or app download. Can also be called a conversion or action.


Ad Call

When a slot of ad space becomes available on a website or app, the browser or app will send a request to different ad exchanges and servers to send an ad. This process is referred to as an ad call. Ad calls include information such as publisher ID, size, location, referrer, and any other data needed.


Ad Capping

The technique of limiting the amount of ads you show to a user within a specified time period to avoid ad fatigue.


Ad Conversion

When a user performs a desired action in response to an ad. Also called an acquisition or action.


Ad Exchange

A platform that allows advertisers, publishers, and ad networks to buy and sell ad inventory.  The prices for the ad inventory are set up through bidding.


Ad Fraud

A scam where the perpetrator tricks advertisers into paying for impressions that are worthless. Also see Bot Fraud.


Ad Inventory

Your ad inventory is either the amount of ad creative you have waiting to fill ad space OR the amount of ad space you have waiting to be filled.


Ad Network

Libring defines an Ad Network as any Supply-Side Platform (SSP) that handles a publishers’ ad inventory.


Ad Server

The technology used by publishers, advertisers and agencies to run online campaigns. May also track certain information, like clicks or impressions, on those ads.


Ad Unit

A single slot to place ad creative. Can also be called Ad Space.


Ad Revenue

Money made for a publisher through online advertising.



Text file that publishers can host on their website whitelisting the vendors authority to sell their services.


Advanced Targeting Data

Also known as Audience Data, Advanced Targeting Data is used for making decisions on ad targeting with information other than age and gender.



Stands for Application Programming Interface. API is a method of programming used to access the features or data of an operating system, application, or other service to extract it. API’s can be based on a variety of different models, like Simple Object Access Protocol (SOAP), Remote Procedure Call (RPC), and Representational State Transfer (REST or RESTful). Libring’s is based on the RESTful API service.

Libring’s RESTful API consists of 3 methods: Reporting API (to pull all data from a connection), Connection Status API (to check out the status of each connection), and Events API (to provide access to user-level data).



Average Revenue Per User. Accounts for the total revenue divided by the amount of users.



Average Revenue Per Paying User. Accounts for the total revenue divided by only the users who have purchased something through your online store.



Attribution refers to process of determining which traffic source led to a specific conversion or acquisition.



One of the processes of requesting and filling ads occurs. When ad space requests to be filled, it goes into the auction where advertisers will bid to fill the space.



The group of users that are targeted for a specific campaign.



App Store Optimization. The process of improving discoverability of an app in the app store.


Banner Ad

A static image or flash display that appears at the top or bottom of the screen in the banner position. Can be a pop up or continuous ad.


Often within an ad network, a bidder is a piece of technology that receives and responds to bid requests real-time auctions. Also see Header Bidding.


Bid Request
A request that is sent to a bidder in return for a impression.



The process of removing access of particular privilege from a specific user/entity.


Bot Fraud

Non-human traffic to your site or app that results in additional ad impressions.


Churn Rate

The rate at which users stop using an app.



Remotely accessible network used for storing data.



Used to group users for data analysis, a cohort is a set of users that have similar behavior.



A piece of code sent from the browser or phone to help track users, session lengths, returning users, etc.



One of the numerous ad networks, mediation, acquisition, attribution, and analytics platforms that you can access through Libring.


Cost per Action/Acquisition is a payment model where advertisers pay for an action instead of a click. For example, once a user clicks on your ad they watch a video or fill out a form.


Cost per Install is a payment model where mobile advertisers pay only when a user downloads their app.


Cost per Click is one of the most popular (or at least most well known) payment models, advertisers pay when their ad is clicked on.


Cost per mille (or thousand… mille is thousand in Latin) is a pricing model where you pay for 1000 impressions of your ad. This is the standard of digital advertising. Also see eCPM.



Cost per view. This metric is used for video ads.



Click-Through Rate indicates the percent of users who clicked on an ad. This is calculated by the number of clicks divided by the number of impressions and then multiplied by 100.


Data Provider

A company that provides ad exchanges, servers, etc. information about specific users. Subject to data privacy laws.



The need for ad space to be filled with creative.


Demand Side Platform (DSP)

A company that allows advertisers to buy ad space to place their ad creative within apps or browsers. In Libring these will be your Acquisition partners.


Direct Deals

An agreement between an advertiser and publisher to deliver advertisements for a preset CPM.


Display Ads

A type of online advertising that consists of images, audio and video to communicate a message instead of just text. Display ads can be banner ads, interstitial, or video.



Daily Active Users. The number of users who log into your app or site every day.


Dynamic Pricing

The opposite of a direct deal, where price is determined via real-time bidding (RTB) rather than an agreed upon CPM.



Effective Cost Per Thousand. Shows the exact payout based on the CPM. For example, if you only filled 800/1,000 impressions, you will receive 80% of your CPM.


Expandable Ad

Rich media creatives that can be enlarged beyond their initial dimensions.



How often an ad is shown in a certain period, such as a single browsing session or a 24 hour period. Advertisers often want to limit frequency to avoid showing an ad to the same user too often, also known as overexposure.


Frequency Capping

The act of limiting how often a particular ad can be served to a user to avoid ad fatigue and maximize retention.


Fill Rate

The percentage of ad requests that are filled by your ad networks. It’s calculated by dividing the total number of ad impressions, by the total number of requests.


Guaranteed Inventory

Inventory consisting of impressions sold ahead of time, rather than in a real-time auction.



The General Data Protection Regulation (GDPR) was put in effect by the European Union in May 2018. It is a law that protects the identity of EU citizens, and gives them the right to request what data organizations have received on them and the ability to request that all data be erased from their system. To see the law and learn more, please visit this link.


Header Bidding

A piece of code placed in the header of a web page in order to speed up the bidding process. Allows for multiple advertisers to bid on the same piece of ad space at the same time. This technique has been finding its way to mobile in recent years as it tends to be more profitable than the classic Waterfall method.


Historic Data

Past data collect for comparison and data adjustments.



In App Purchases.


Impressions Served

The moment an ad is served to a user.


In-Banner Video

An alternative to a static banner ad, in-banner videos are a way to play a short video or GIF in the banner ad slot.


In-Stream Video

In-Stream Video ads are played either before, in the middle of or after a piece of video content.


Interactive Advertising Bureau (IAB)

An association focused on the growth of the interactive advertising marketplace whose stated goal is to educate “marketers, agencies, media companies and the wider business community about the value of interactive advertising”. Find out more on their website.


Interstitial Ad

An ad that fills screen of your browser or phone. Tends to display between two points, such as navigating from one page to another or after a session of gameplay before you start a new one.



Open ad space sold by the publisher to be served and displayed ads.






Landing Page

The page a user is directed to after clicking on an ad.



The percent increase in performance.



Ad inventory with low exposure or limited users, such as a personal blog with a very low number of followers, that can be difficult to monetize.



Lifetime Value or Customer Lifetime Value focuses on the total revenue a publisher can expect to make from a single account. LTV can be calculated by an average over past transactions to determine revenue from future transactions. LTV also can be used to predict the duration of time a user will stay with an app or website based on similar interactions from other user lifecycles.



Monthly Active Users. This metric views the number of users who accessed your app or website in the past month compared to just on a daily basis.


Measurable Impressions

The number of impressions that are deemed “measurable” out of the total impressions served. This is determined through Measurability.



Refers to the number of impressions that can actually be measured in terms of Viewability. Some ad environments prevent ads from being measurement due to the technology used to access the information within an ad.


Media Plan

An overall view of a companies intentions to buy and sell advertisements as part of a marketing and user acquisition plan. Gives a full view on where money is coming and going.



Mediation grants a user access to additional ad networks in order to maximize their fill rates. The process includes sending out bid requests to ad buyers within a network outside of an exchange and will circle back if the request remains unfilled.



Metadata is data that is used to describe another set of data.


Mobile Device ID

A type of unique identifier for a mobile device. Does not include personally identifiable information.



The process of generating revenue through the traffic to your site or app. This can be done through advertising, in app purchases, subscriptions, or a combination of them.


Native Advertising

A type of ad that matches the form and function of the area around it, as if it belonged there originally. Good examples are sponsored content on Instagram or Pinterest.



The process of standardizing your naming conventions across partners within Libring. You can edit names as you need and create rules in order to automate the process for future line items coming into the platform.



Using historical data to adjust business tactics in order to accomplish a certain goal. Can be related to monetization, user acquisition, downloads, etc.


Out-Stream Video

A type of video ad embedded within an article or other body of web content.



A pixel is another way to track user data, by either actual pixels or javascript based code.



A term describing the area in which ad creative will go. These are often embed into a web page or in the code of an app to determine where an ad will show.


Playable Ads

Interstitial ads that allow a user a few seconds of gameplay before they decide to download.



An ad that displays in a second window in front of the initial page.



Profit per mille (or thousand… mille is thousand in Latin).


Premium Inventory

A publisher’s ad inventory that is sold through direct deals in advance. Or has high viewability*


Programmatic Buying

Buying through real time, or automatic bidding as opposed to manual.



The owner or operator of an app or site and the source of ad inventory.





The scope of unique users who can be targeted using digital advertising.


Real-Time Bidding (RTB)

Auctions that occur automatically and instantaneously to fill ad requests. This can happen in a single exchange, but exchanges often work together to fill requests.



Targeting users who have performed a desired action in the past, and may be more likely to convert in the future.


Rewarded Video Ads

Video ads that play in a moment a player needs an item (like more lives, time, coins, gems, etc). The player will be rewarded with the item once they watch the ad.


Reporting Data

Data received from all sides of your business, from initial user acquisition costs to your final ad impressions, that come from any platform you use to track it.



An attempt by a browser or app to retrieve an advertisement.


Representational State Transfer (REST)

A type of API protocol that operates on the commands POST, GET, PUT, and DELETE.


Rich Media

Large scale, high quality ad creative.



Return on investment, or money made vs. money spent.



Revenue Per Mille (or thousand… mille is thousand in Latin).



Software Development Kits. A piece of code from an SSP to place ads on your app or site.



A group based on the actions the users take.


Spend Data

Data related to the money you spend in order to acquire new users.


Supply Side Platform (SSP)

Think of these as sibling to demand side platforms (DSP). SSPs work with publishers to access ads from different networks and exchanges. In Libring these are your Ad Networks.



A snippet of HTML code that tells the browser or app to request an ad from a server.



A piece of code that follows the users on your app or site to see when they complete desired actions.



When a partner discloses all aspects of a buy, from pricing and inventory to delivery.


Unfilled Impressions

When a network cannot find an ad to fill a publishers inventory, the impression gets marked as unfilled. If you have a high number of unfilled impressions, you may want speak with your account coordinator to determine why this is happening.



Individual that are represented by a unique user ID.



People who are browsing your websites or apps.


User Level Data

User level data can be any combination of age, gender, location, demographics, wealth, past purchases, or any other information that an advertiser can use to determine who should be shown which ads.


User-Generated Content

Media within a website or app that is posted by the users instead of the publisher. Think social media posts, blogs, podcasts, images, videos, video game levels, etc.



Video Ad Serving Template (aka VAST) is a XML-based video ad serving protocol. The Interactive Advertising Bureau (IAB) provides documentation of their VAST guidelines on their website.



Cost per mille (or thousand… mille is thousand in Latin) of viewable impressions.



Stands for Video Multiple Ad Playlist, it is a specification in a XML template for video ads necessary for ad inventory insertion.



Stands for Video Player Ad-Serving Interface Definition and supports in-stream video ad formats.


Viewable Impressions

An impression that is placed in an area where it is in full view for the user. Ad placement can change from web to mobile, and ads can sometimes appear below the fold and unviewable.



Viewability is determined based on whether or not a user can actually see the ad displayed. This can be determined by using javascript that will launch as soon as the ad loads within the page or app and will measure if the creative is viewable based on the number of pixels loaded, the quality of the creative once loaded, etc.


Views Fill

Calculated as Ad Completions divided by Ad Requests.



The opposite of Blacklisting, whitelisting allows companies to identify users/entities that they would like to grant access to a particular privilege.




Yield Management

Refers to maximizing the revenue of publishers and their impressions by making frequent adjustments to prices in order to keep both fill rates and CPMs as high as possible.