Ad-Tech Glossary
Header Bidding
Header Bidding lets publishers offer inventory to multiple exchanges at once before the ad server call, increasing competition and yield.
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Ad-Tech Glossary
OpenRTB
OpenRTB is the open IAB protocol that standardizes the structure of bid requests and responses in real-time bidding auctions.
Ad-Tech Glossary
Real-Time Bidding (RTB)
Real-Time Bidding (RTB) is the per-impression auction in which advertisers bid on a single ad impression in milliseconds as a page loads.
Ad-Tech Glossary
Ad Exchange
An Ad Exchange is a digital marketplace that matches publisher inventory with advertiser demand through real-time auctions.
Ad-Tech Glossary
Demand-Side Platform (DSP)
A Demand-Side Platform (DSP) is software advertisers use to buy ad inventory programmatically across many exchanges from one interface.
Ad-Tech Glossary
Supply-Side Platform (SSP)
A Supply-Side Platform (SSP) is software publishers use to sell ad inventory programmatically and maximize yield across exchanges and buyers.