DoubleClick Ad Exchange Glossary

• Active View: A Google measurement solution that detects viewable display and video ad impressions. (https://viewability.withgoogle.com/static/index.html )
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• Ad code: The HTML that is placed on any page of an approved site by the publisher who owns the site, allowing ads to be shown on that page in a specific ad layout format.
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• Advertiser: A company, organization, or individual looking to promote their product or service through an Ad Exchange ad.
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• Ad creative: An image, flash, or video advertisement asset that is shown on a webpage.
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• Ad inventory: Designated ad space available to sell to advertisers. A website makes revenue when ads fill ad slots (inventory) and are seen by users.
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• Ad network: A system that pushes online ads to multiple web publishers. AdSense is an example of an ad network.
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• Ad request: The request for an ad creative for a web property. An ad request is reported each time a request was sent, even if no ads were returned and backup ads were displayed instead.
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• Bid request: A request sent by Google to the buyer application that describes an impression being auctioned.
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• Bid response: A response sent by the buyer application to Google that describes the bid and includes an HTML snippet for the associated creative.
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• Buyer: A firm that represents multiple advertisers, and buys on Ad Exchange on their behalf.
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• Blocking: The prevention of ads from displaying on digital properties. For instance, publishers may block ads from competing products, or ads that a target audience wouldn't appreciate.
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• CPM: Cost Per Mille - The advertising cost per thousand (Lat. mille) impressions viewed. The value of an individual ad impression, especially from the advertiser's perspective.
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• CPC: Cost Per Click - A type of advertising where the advertiser is only charged when the ad is clicked, not when the ad is displayed on a page.
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• Crawler errors: A type of error that can occur when Google is unable to access one or more publisher pages to determine their content.
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• CSV: A comma-separated values file, which stores data (numbers and text) in plain text. CSV files can be read in most spreadsheet applications.
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• CTR: Click-Through Rate - A way of measuring advertising success by the number of users that clicked on a specific link divided by the number of impressions for that specific link.
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• CPA: Cost Per Action - In a Pay per action campaign, the amount that an advertiser is willing to pay for a specific action to be completed on their site. This cost generally varies based on product and the type of action.
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• Demand-Side Platform (DSP): A software platform that makes buying across multiple exchanges easier and more transparent to buyers. Using sophisticated targeting capabilities and optimization algorithms, DSPs help advertisers and agencies determine the value of an incoming impression and place a bid in order to win that impression.
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• Diagnostic queries: Pre-established queries, set up by Google, that can assist in determining why different types of errors might be occurring within a publisher account.
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• DoubleClick Ad Exchange: An online marketplace where buyers (advertisers) can purchase inventory from sellers (publishers) via a real-time bidding (RTB) auction.
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• eCPM: Effective Cost Per Mille (1000 impressions). The formula to determine eCPM is (Estimated earnings/Number of pageviews)x1000.
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• GDN: Google Display Network
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• IAB: Interactive Advertising Bureau
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• iFrame: Inline frame - An HTML document that is embedded inside another HTML document on a website. It is often used to insert content from one source, like an ad, into a webpage.
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• Impression: The basic unit of online advertising. An impression is counted when one ad shows on a web page. The total number of each ad's impressions is recorded, and that's what publishers are paid for. It doesn’t take into consideration whether or not the ad was viewed by a user.
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• Inventory targeting: Select ad impression criteria that will be governed by the rule.
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• Minimum CPM: The minimum acceptable bid for an ad unit.
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• Trading desk: A division at an advertising agency that executes exchange buys for all of the agency; a single trading desk may also manage buying across multiple agencies. By centralizing their buying through a single division, ad agencies can use their scale to develop better real-time bidding technology and expertise.
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• Query Tool: The Ad Exchange reporting tool.
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• Rejected ad request: A type of error that can occur when Google cannot correctly identify the URL of the page associated with a specific tag.
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• Report: The final product produced by the Query Tool.
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• Report dimension: Time measurement, inventory categories, buyers data, and yield management categories by which a Query Tool report can be viewed and sorted.
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• Report metric: The values being measured in a Query Tool report. Metric families include standard metrics, third-party data, bid data, and video data.
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• RTB: Real Time Bidding
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• Rules: A core standard of Ad Exchange designed to control the types of ads that display on publisher properties.
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• System queries: Common, pre-established queries, set up by Google.
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• Tag: A snippet of HTML code that, when executed by a user’s browser, makes a call to the Ad Exchange servers.
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• Yield manager: A system that aims to find the highest paying ad for each impression. The yield manager may, for instance, switch between different advertisers' ads to attempt to maximize the web publisher's 'yield' (revenue).