RESOURCES.

Knowledge is power  

Check out our latest Programmatic Playbooks & specs to learn the latest digital tips and trends.

Ad Specifications.

In order to launch your campaign as quickly and seamlessly as possible, The Exchange Lab have put together a handy ad...

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Summer 2017 Programmatic Playbook.

This Summer edition of the Programmatic Playbook is a must read! Inside, you’ll find insight into the latest digit...

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Winter 2017 Programmatic Playbook.

In this edition, we share the latest trends in programmatic, key considerations when advertising to Millennials and t...

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Fall 2016 Programmatic Playbook.

This fall edition of our quarterly Programmatic Playbook is focused on a refresh of ideas and energy. It features art...

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Summer 2016 Programmatic Playbook.

This summer edition of our quarterly Programmatic Playbook is focused on making digital approachable and enjoyable, f...

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Brand Safety Policy.

The Exchange Lab is committed to providing the highest level of brand safety for advertisers. To achieve this and min...

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Cookie Usage Policy.

On the Exchange Lab Website, we use anonymous cookies to help: 1) Make our website work as you’d expect 2) Impr...

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Privacy Policy.

The Exchange Lab is firmly committed to protecting user privacy and fostering user confidence in the Internet and dig...

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Dwell Rate.

Measures the actual length of time a user’s cursor is stationary on one device, testing the engagement with ads and v...

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Multi-Platform.

Multiple demand side platforms (DSPs) incorporated into one advertising trading platform, such as The Exchange Lab’s ...

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Terms and Conditions.

Effective as of September 2014 THE EXCHANGE LAB procures trading services on multiple ad exchanges and DSP platforms...

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SSL (Secure Sockets Layer).

Provides a secure connection between websites and internet browsers, enabling private data transition online. An SSL ...

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Skins.

Customized sets of graphics used in display advertising as a highly visible wallpaper.

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High Impact Units.

Large canvas advertising formats that take up much of the webpage and are well known for driving higher response rate...

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Content Grazing.

This refers to the common multi-device practice of using two or more screens at the same time to access unrelated con...

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Click-Through Rate (CTR).

Used to measure the success of an online or mobile advertising campaign, CTR is the number of users who clicked on ad...

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eCPM.

Term describing the effective cost of 1,000 impressions (“mille” means thousand in Latin).  In online advertising, eC...

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Linear Video Ads.

Refers to an ad that takes over the full view of the video and is presented before, between or after the video conten...

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KPI.

Key Performance Indicators are objectives that help define and measure the progress of goals set by the organization.

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Keyword Targeting.

The use of specific keywords to find related content.

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Keyword.

Specific word or series of words entered into a search engine by the user that produce a list of websites related the...

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Yield Optimization.

Technique employed by publishers to determine the value of their ad impressions in order to manage the flow of invent...

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Win Rate.

Is the ratio of submitted bids and won impressions (comes as a percentage).

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Whitelist.

A list of trustworthy websites an advertiser allows their adverts to be placed on.

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Weather Targeting.

Uses location-based data automatically to serve a targeted ad to a user, based on real-time weather conditions, curre...

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TV Syncing.

Using geolocation, behavioral data and device signals, TV syncing triggers online ad campaigns in real-time to coinci...

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Trading Desk.

A third-party company that licenses and supports DSP technology, managing programmatic, bid-based media and audience ...

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Third Party Ad Server.

Independent outsourced companies that specialize in managing, maintaining, serving, tracking, and analyzing the resul...

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Third-Party Data.

Data obtained through a multitude of internet interactions from outside sources. It is used to help create consumer s...

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SSP (Supply-Side Platform).

Enables publishers to plug into the ad exchanges to make their inventory available. Through SSPs, publishers hope to ...

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Showrooming.

When consumers compare prices on mobile whilst out in a traditional bricks and mortar shop.

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RTB (Real-Time Bidding).

Real-time bidding refers to the buying and selling of online ad impressions through real-time auctions that occur in ...

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Retargeting.

Allows online advertisers to target consumers based on their previous interactions with a website. It acts as a 'remi...

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Responsive Design.

A web design process enabling content to re-size, reformat, reshape, and re-position itself in real-time to fit the b...

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Remnant Inventory.

Inventory that a publisher is unable to sell directly that is then typically turned over to a third-party to sell.

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Reach.

1) Unique users that visited the site over the course of the reporting period, expressed as a percent of the universe...

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Publisher.

An individual or organization that prepares, issues and disseminates content for public distribution or sale via one ...

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Programmatic Direct.

Data-driven media buying through a web-based interface. This is the automation of processes involved in buying and se...

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Programmatic Buying.

Programmatic ad buying is the elimination of paper-based manual media buying to an automated process.

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Pre-roll.

Form of online video ad placement where the advertisement is played before the content video plays. See 'Post-roll' a...

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Post-roll.

An online video ad placement that appears at the end of an online video. See 'Pre-roll' and 'Mid-roll'.

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Pop-Up Ad.

Ad that appears in a separate window on top of content already on-screen. Similar to a daughter window, but without a...

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Pop-Under Ad.

Ad that appears in a separate window beneath an open window. Pop-under ads are concealed until the top window is clos...

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PMP (Private Marketplace).

A closed environment for publishers to sample programmatic - setting a minimum price, access, advertisers, and invent...

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Pixel.

Small code placed on a website, unnoticeable to visitors and doesn't affect performance. When new visitors arrive the...

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PPC (Pay-Per-Click).

An advert mail message. See 'CPC'.

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Opt-in.

Refers to an individual giving a company permission to use data collected from or about the individual for a particul...

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OPA (Online Privacy Alliance).

These are a group of corporations and associations who have come together to introduce and promote business-wide acti...

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Open Auction/Ad Exchange.

An open ad exchange is where advertisers and agencies can buy ad impressions without prior clearance from marketers o...

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Omni-Platform.

All platforms in one.

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Omni.

A combining form meaning "all".

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Native.

Describes a type of paid media where the ad experience follows the state structure of the environment in which it is ...

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Mid-roll.

Form of online video advertisement that appears mid-way through an online video. See 'Pre-roll' and 'Post-roll'.

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Inventory.

The number of ads available for sale on a website.

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Impression.

A measurement of responses from a web server to a page request from the user browser, which is filtered from robotic ...

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Frequency Capping.

The ability to set a limit on the number of times an advertiser exposes a user to their advertising within a fixed ti...

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Frequency.

The number of times an ad is delivered to the same browser in a single session or time period. A site can use cookies...

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Floor Price.

The minimum selling price set by a publisher on an ad exchange for selling an ad impression.

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Floating Ads.

An ad or ads that appear within the main browser window on top of the web page’s normal content, thereby appearing to...

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First Look.

Prioritized access to selected advertisers. Instead of a highest bidder winning the auction, the preferred advertiser...

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First-Party Data.

Is information collected and stored directly by website publishers, retailers and other types of companies about thei...

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Expandable Banners.

A banner ad which can expand to as large as 468 x 240 after a user clicks on it or after a user moves his/her cursor ...

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Dynamic Pricing.

The purchase price for an ad impression that is determined via a real-time auction rather than a predetermined fixed ...

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Dynamic IP Address.

An IP address (assigned by an ISP to a client PC) that changes periodically.

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DSP (Demand-Side-Platform).

Allows advertisers and ad agencies to more easily access and efficiently buy ad inventory across multiple ad exchange...

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DMP (Data Management Platform).

A database of publisher and user data. The software manages and sorts multiple data points then segments for business...

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Direct Response Advertising.

A goal of soliciting an immediate, near-term action from a viewer.

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DCO (Dynamic Creative Optimization).

A dynamic creative ad is a personalized or unique ad built in real-time when an ad request is delivered to an ad serv...

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CPM (Cost-per-mille, more commonly referred to as Cost-per-thousand).

Media term describing the cost of 1,000 impressions (“mille” means thousand in Latin). For example, if a website publ...

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CPL (Cost-Per-Lead).

Cost of advertising based on the number of database files (leads) received.

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CPC (Cost-Per-Click).

Cost of advertising based on the number of times a customer clicks on an advert instead of the number of impressions.

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CPA (Cost-Per-Action).

Cost of advertising based on a visitor taking some specifically defined action in response to an ad. “Actions” includ...

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Cookie Syncing.

The process of mapping user IDs from one system to another.

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Cookie Buster.

Software that blocks the placement of cookies on a user‘s browser.

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Cookie.

A small piece of information (i.e. program code) that is stored on a browser for the purpose of identifying that brow...

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Contextual Targeting.

A form of targeted advertising that scans media for context and automatically serves ads based on the content display...

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Click Fraud.

Click fraud is a type of internet crime that occurs in pay-per-click online advertising when a person, automated scri...

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Clickbait.

Website content that is aimed at generating advertising revenue, especially at the expense of quality or accuracy. It...

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Clicks.

1) Metric which measures the reaction of a user to an Internet ad. There are three types of clicks: click-throughs; i...

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Click Rate.

Ratio of ad clicks to ad impressions.

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Channel.

1) A band of similar content; 2) a type of sales outlet (also known as channel of distribution), for example retail, ...

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Cached Ad Impressions.

The delivery of an advertisement to a browser from local cache or a proxy server‘s cache. When a user requests a page...

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Cache.

Memory used to temporarily store the most frequently requested content/files/pages in order to speed its delivery to ...

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Buyer.

An agency representing buyers that attempts to buy ad inventory on behalf of advertisers.

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Bot.

Software that runs automatically without human intervention. Typically, a bot is endowed with the capability to react...

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Bonus Impressions.

Additional ad impressions above the commitments outlined in the approved insertion order.

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Blacklist.

A list of websites that an advertiser will not permit their ads to be placed on. These sites often contain content th...

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Bid Response.

Participating in an auction requires the submission of an answer to the publisher’s bid request: the Bid Response. Th...

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Bid Request.

In order to sell inventory in real-time, online publishers need to submit bid request information, such as domain URL...

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Below the Fold.

The part of a webpage that can't be seen without scrolling down. See 'Above the Fold'.

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Banner.

A graphic advertising image displayed on a web page. See iab.net for voluntary guidelines defining specifications of ...

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Ad View.

When the ad is actually seen by the user. Note this is not measurable today. The best approximation today is provided...

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Ad Verification.

A service that confirms if an ad ran where it was intended on behalf of the advertiser.

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Ad Transfers.

The successful display of an advertiser’s website after the user clicked on an ad. When a user clicks on an advertise...

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Ad Serving.

The delivery of ads by a server to an end user’s computer on which the ads are then displayed by a browser and/or cac...

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Ad Network.

An aggregator or broker of advertising inventory for many sites. Ad networks are the sales representatives for the we...

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Ad Exchange.

A digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-t...

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Ad Insertion.

When an ad is inserted in a document and recorded by the ad server.

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Geotargeting.

Displaying (or preventing the display of) content based on automated or assumed knowledge of an end user‘s position i...

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Behavioral Targeting.

A technique used by online publishers and advertisers to increase the effectiveness of their campaigns. Behavioral ta...

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Ad Blocker.

Software on a user‘s browser which prevents advertisements from being displayed.

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Above the Fold.

Refers to positioning - part of the webpage that is visible without scrolling. See 'Below the Fold'.

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