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.
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.
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.
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.
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.