Glossary

Decides which campaign wins a slot and returns the VAST.

Pays for the impression; defines the campaign.

DSP-side discount applied in first-price auctions to avoid overpaying.

Edge cache that serves the video media file to the player.

First-party data store, increasingly replaces DMPs.

Price per 1,000 impressions — the universal currency of display/video.

Player fetches ad and content separately; classic web pattern.

Streaming devices (Roku, FireTV, smart TVs) that run video ads.

Gap between two systems' impression counts — usually 5–15%.

Stores audience segments for targeting.

Buys impressions on behalf of advertisers.

Normalized CPM across deals with different pricing models.

Open RTB marketplace connecting SSPs and DSPs.

% of ad requests answered with a paid ad.

EU consent framework; gates which IDs may flow downstream.

All SSPs are asked in parallel before the ad server is called.

Per-device ad ID, e.g. IDFA, GAID, RIDA.

Bot or non-human traffic; SIVT is sophisticated IVT.

Sets the viewability standard: 50% pixels, 2s for video.

Standardized API for viewability vendors to measure ads.

JSON protocol for real-time bidding between SSPs and DSPs.

Fixed price, fixed volume programmatic deal — no auction.

Invite-only auction with preferred buyers and a deal ID.

A group of ads played back-to-back in a single break (CTV).

Owns the audience and the video player.

Ads stitched into the video stream server-side; one seamless playback.

Auctions a publisher's inventory to many DSPs.

Cookie-less ID built on hashed-email; portable across DSPs.

XML response a player uses to fetch and track a video ad.

Schedule of ad breaks (pre/mid/post-roll) wrapping VAST.

Legacy JS interactive video ad interface — deprecated.

% of impressions that play to completion.

Legacy pattern: try SSPs one after another until one fills.