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ad call
ad call
ad call
When an open slot of ad space is available on the Internet, a user's browser sends requests to ad exchanges or ad servers to send an ad. This request is known as an ad call. Ad calls include information from browser cookies and ad tag information such as publisher ID, size, location, referring URL, and other specifications and data needed for the ad to serve. See also ad tag

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ad pod
ad pod
ad pod
An ad pod is a linear grouping of video ads designed to fit into the same placement slot and play back to back

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Ad Choices Icon
Ad Choices Icon
AdChoices Icon
"AdChoices" is part of the Digital Advertising Alliance (DAA) Self-Regulatory Program for Online Behavioral Advertising. The clickable icon associated with this program (technically named the "Advertising Option Icon") can be placed overtop of creatives in order to give consumers a better understanding of and greater control over ads that are customized based on their online behavior. See the icon and read more at the DAA's website.

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ad unit
ad unit
ad unit
Literally a A single unit of ad space. Sometimes used instead of placement or ad tag

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CPM
CPM
CPM
Cost per mille, or thousand (mille = thousand in Latin). A pricing model in which advertisers pay for every 1000 impressions of their advertisement served. This is the standard basic pricing model for online advertising. See also CPC and CPA.

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CPVM
CPVM
CPVM
Cost per mille, or thousand, viewable impressions (mille = thousand in Latin). A pricing model in which advertisers pay for every 1000 viewable impressions of their advertisement served. Viewability refers to whether an impression was actually seen by the user, and can be determined according to a variety of methods. Renamed. See vCPM.

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creative
creative
creative
The actual graphical advertisement itself. Common creative formats include GIF, JPEG, JavaScript, HTML, and Flash.

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lift
lift
lift
The percent increase in performance (measured in ROI, CPC, CPA, etc.) that can be attributed to advertising (or some other marketing endeavor).

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longtail
longtail
longtail long-tail 
Ad inventory with relatively low exposure or limited users, such as a personal blog with a very low number of followers, or numerous less desirable users, such as people who are very young, have minimal disposable income, or other factors that would make them unlikely consumers of a product or service. The longtail long tail can be difficult to monetize.

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mediation
mediation
mediation
The process of sending sending bid requests to ad buyers outside of the AppNexus exchange via a client or server side redirection, with passbacks in case the buyer doesn’t fill the impression. Mediation enables access to additional ad networks to maximize fill rates. There are two main categories of mediation: web mediation and mobile mediation

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Optimization
Optimization
  optimization
The process of using historical data to adjust a programmatic approach to buying a piece of inventory. Frequently, this information will be used to either alter the bid price for a piece of inventory or determine if a buyer is willing to bid on a piece of inventory at all.

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video quartiles
video quartiles
video quartiles
A quartile is 1/4th of something. Media players fire a series of engagement pixels as the video continues to play. These pixels typically indicate how many quartiles of a video has been played, firing at 25%, 50%, 75%, and 100% completion.

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vCPM
vCPM
 vCPM
Cost per mille, or thousand, viewable impressions (mille = thousand in Latin). A pricing model in which advertisers pay for every 1000 viewable impressions of their advertisement served. Viewability refers to whether an impression was actually seen by the user, and can be determined according to a variety of methods. 

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VMAP
VMAP
VMAP
Video Multiple Ad Playlist (VMAP) specification.  This is an XML template that video content owners can use to describe the structure for ad inventory insertion when they don’t control the video player or the content distribution outlet.

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VPAID
VPAID
VPAID
Video Player Ad-Serving Interface Definition. VAST supports relatively simple in-stream video ad formats that are not executable. VPAID was created to support more interactive rich media video formats. For more information, see the Interactive Advertising Bureau (IAB) VPAID documentation.

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vendor
vendor
vendor
In online advertising, a vendor generally refers to a company with a specific product or service such as creating or delivering rich media, maintaining a CDN, or providing third-party data.

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viewability
viewability
viewability
A measure of whether an ad has been seen by a given user. Viewability measurement is achieved using javascript embedded within each creative, which is then called for each individual ad impression. The script launches automatically as the page loads and immediately starts measuring if and when the creative is viewable based on a variety of measures. These may include whether a web or browser tab is in focus, whether a particular ad is in view of a user based on where on the page the user has scrolled to, how long an ad was visible based on these metrics, and other factors. The most commonly used bidding strategy based on viewability is CPVM. In 2015, the Interactive Advertising Bureau (IAB) released industry standards for viewability. To learn more, see the IAB website

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web mediation
web mediation
web mediation
Mediation that takes place over the Web. Web mediation involves trafficking an ad network’s tags. The tags are called when the seller ranks the networks proxy bid higher than any other demand. If the buyer doesn’t take the impression, a passback tag set up by the seller informs the ad network to go to the next highest bidder or ad network.

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yield management
yield management
yield management
Broadly, this term refers to selling the right things to the right customer at the right time for the right price to maximize revenue. In online advertising, it generally refers to maximizing the revenue of publishers and their impressions using tools such as price floors.