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Unreserved fixed rate (UFR)

This is the most common type of private marketplace (PMP). The publisher or SSP curates the inventory and sets a fixed price. DSPs can review each impression, and test their first- and third-party data against this pool of inventory, and buy impressions that match their cookie pool or pass the impression to the next buyer.

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Viewability

Viewability describes the relative percentage of impressions in a campaign that are viewable to the target audience. The Interactive Advertising Bureau, IAB, calls for desktop display ads to be considered viewable if 50% of pixels are in view for a minimum of one second; for desktop video, the standard is 50% for two seconds.

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Advertising fraud prevention

Advertising fraud prevention describes all measures taken in order to prevent delivery of ads in a fraudulent manner. Hence, it comprises all measures taken by advertisers and publishers to counteract ad-related actions generated by infrastructure designed to extract the maximum amount of money from the digital advertising ecosystem, regardless of the presence of a real audience.

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Whitelist

Advertisers have a whitelist that identifies only the sites on which they want their advertising to appear.
Publishers have a whitelist that designates the advertisers they will accept on their site.

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Yield management

Yield management is defined as the process by which a publisher understands, anticipates and influences advertiser and consumer behavior in order to maximize profits through better selling, pricing, packaging and inventory management.