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Cross-device tracking / advertising

Cross-device tracking and advertising is the practice of identifying and delivering ads to a specific audience across all their devices. It is also about tracking and measuring the delivery on different devices to understand how consumer engagement and actions can be attributed to different patterns.

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Daisy chain, waterfall

When publishers «waterfall», or in other words «daisy chain», an SSP they send an impression to their preferred SSP with a relatively high floor price. If the impression doesn’t clear, they redirect it to a second SSP with a slightly lower floor price, and repeat the process until typically AdSense (or any other SSP) clears the impression at a very low cost.

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Data management platform (DMP)

Software or technology that collects, houses, and sorts information. Buyers and sellers use this data to inform their digital transactions and business practices.

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Deal ID

A deal id is a number that is assigned to a specific private marketplace. This number allows a DSP to access an SSPs specific inventory pool of inventory.

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Demand-side platform (DSP)

Software or technology platform that enables brands and agencies — the buyers — to identify available digital advertising inventory and buy it through the use of automation. DSPs allow buyers to transact in the open exchange or private marketplaces (PMP), and generally are integrated with third-party data providers and verification partners for targeting and reporting purposes.

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First-party data

This is the advertiser’s data, data it owns. It is data that it collects directly from its customers and/or visitors, such as names, email addresses, CRM data, subscription data and cookie data.

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Hard floor price

Sellers can set a minimum price, a hard floor price, for their media inventory in the ad exchanges. Bids below this minimum price are discarded, which means that sellers do not take any bids under the hard floor price.

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Header bidding (display)

Publishers make their display inventory available to multiple demand sources simultaneously in real-time bidding environments without leveraging traditional ad server or SSP technology. They do this by implementing a tag directly in the header of their webpage.

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Header bidding (video)

Publishers make their video inventory available to multiple demand sources simultaneously in real-time bidding environments without leveraging traditional SSP technology. They do this through a server-to-server integration with DSPs.

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Invite-only auction (IOA)

This type of PMP provides a great deal of control for the publisher or SSP. These PMPs are real-time bidding environments (RTB), and can be one publisher to one advertiser, one publisher to many advertisers, or many publishers to many advertisers. The idea is to create a more exclusive higher performance inventory comparatively to open auction. These PMPs can be organized by content category, demo, or performance.