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Ad exchange

An ad exchange is a technology platform that facilitates the purchase and sale of media advertising inventory from multiple ad networks. It is where all the ads that can be bought are on offer. When publishers release inventory, this is where DSPs and trading desks/ATDs come to buy their ads through RTB.

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Ads.txt

Ads.txt stands for Authorized Digital Sellers and is a text file that allows web publishers to publicly declare who is authorized to sell their digital inventory.

This creates greater transparency in the inventory supply chain, and gives publishers control over who sells their inventory, making it harder for fraudulent actors to profit from selling counterfeit inventory.

After the success of the ads.txt initiative, the Interactive Advertising Bureau brought it to mobile, app-ads.txt.

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Ad server and ad tracking system

This infrastructure stores and serves creatives and tracking pixels. Creatives can be sent to publishers via ad tag (a URL that points to the creative sitting on the server) or they can be sent directly to the DSP. All user interaction with the ads tracked on an ad server can be used to report on reach, ad interaction and conversions. DoubleClick
Campaign Manager, Sizmek and Adform are currently the most renowned players with ad server solutions.

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Agency Trade Desk (ATD)

Group of individuals that buy media programmatically on behalf of brands. Either as a sub branch of a larger agency (e.g., PMX) or a brand (e.g., LeDesk), or as a stand alone organization (e.g., Amnet), ATDs often use multiple DSP platforms or a meta DSP platform to purchase inventory. They also layer on data to achieve a specific campaign KPIs.

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Application programming interface (API)

Used in computer programming, set stream of code used for building application software or transferring information from one platform to another.

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Automated guaranteed (AG)

This is the least common type of private marketplace (PMP), and the most similar to a traditional digital media buy. An advertiser agrees to pay a fixed rate and must take all of the impressions that they are passed through a deal id.

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Bid request

A bid request occurs in real-time bidding environments. A SSP platform will send a signal out to a DSP indicating that they have an impression for sale, along with the details about that impression.

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Bid response

A bid response occurs in real-time bidding environments. A DSP platform will respond to a bid request signal sent out by an SSP with a price, and possibly creative specs.

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Blacklist

Advertisers have a blacklist that identifies the sites on which they do not want their advertising to appear.
Publishers have a blacklist that blocks advertisers they will not accept on their site.

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Brand safety

Brand safety refers to practices and tools that ensure an ad will not appear in an unwanted context.