Retargeting Glossary L-Z
Last View
A type of attribution model that pays out on the last impression that was viewed by the user.
Private Ad Exchange / Marketplace
A virtual marketplace operated by sellers to represent their high value/premium inventory, providing programmatic access to select buyers (via a DSP) who agree to transact based on pre-negotiated terms. Private exchanges offer access to inventory that is not otherwise available within the open market.
Programmatic Buying
A method that enables Buyers to show a highly targeted piece of Advertiser Content to a consumer based on their online behavior through RTB.
Publisher (Seller)
A digital service from a traditional broadcaster or a digital music service.
Rate Card
The list of advertising prices and products and packages offered by a Seller.
Re-targeting
Re-messaging various messages to a collective pool of participants based on the pools the buyer/client creates.
RTB
See Real Time Bidding
Segment
Members of a target audience identified based on the webpages they visit, the actions they take such as making a purchase, or data such as gender or location.
Segment Pixel
A pixel that marks a user as belonging to a certain segment. For example, an advertiser might place a segment pixel on the homepage and mark all visitors to the homepage as “homepage visitors.”
Sell Side Platform (SSP)
A technology platform that provides outsourced media selling services for Sellers. It aggregates ad impression inventory purchased through DSPs or Ad Exchanges.
SSP
See Supply Side Platform
Supply Side Platform
Analogous to a Demand Side Platform, an SSP enables publishers to access demand from a variety of networks, exchanges, and platforms via one interface.
Reach
The number of unique user IDs that can be reached by online advetising. You might broaden your reach by targeting new inventory, or evaluate the reach inherent in some set of user data such as “female clothes shoppers.”
ROI
Return on Investment
Real-Time Bidding
Bidding on inventory in real time. A real-time bid is often dynamically generated based on past performance of creatives, inventory, user groups, and other parameters. Note that real-time bidding may differ from real-time buying, which can mean allocating inventory in real-time through prioritization rather than a monetary bid. Real-time bidding also implies multiple bidding systems or exchanges making calls to each other in real time.
Real-Time Inventory
Inventory auctioned off in real time, as a webpage is loading. See also Real-Time Bidding. Recency Capping – A way to space out the showing of an ad over time. For example,”don’t show an ad to a user more than once every 20 minutes.”
Remnant Inventory
Inventory that a Publisher is unable to sell directly which is turned over to a third-party.
Retargeting
Targeting users who have performed an action in the past, who may therefore be more likely to perform the same or a similar task in the future. For example, an advertiser might wish to put a segment pixel on their website and then target users who have visited their website in the past because they are more likely to make a purchase.
Rich Media
Rich media refers generally to media that has non-standard characteristics such as: Larger than ~40k, out-of-banner (OOB) behavior, features like “post to Facebook,” plays video within a banner, or in-creative metrics collection.
Rotating Creative
Sometimes a single ad tag is set to send one of several different creatives. The Retarget Local platform allows creatives that rotate between different images, but not that rotate brand, offer, or advertiser.
RPM
Revenue per 1000 (“mille”) impressions.
Tag
A snippet of HTML, generally either JavaScript or an IFRAME, that tells the browser to request some content from an ad server. “Tag” is often used to mean an ad tag but can also be a creative tag or some other kind of tag. A tag is provided by an ad server or exchange and placed in the webpage by a publisher.
Third-Party Data
Any data obtained or licensed by the Buyer from a third-party provider.
UGC
User Generated Content: Content on a website that was posted by users, not the publisher. For example, LinkedIn or Facebook profiles. Different publishers have varying levels of control over user generated content.
User
A target customer for advertisers; i.e. the person browsing the web who will see an ad.
User Agent
This usually refers to a browser application. For example, Mozilla 5.0 is a specific user agent.
User Data
Information about users that makes them more valuable to advertisers. User data can include age, gender, location, intent to purchase, demographics, psychographics, wealth, past purchases, and more. Please note that user data is generally associated with a UUID found in a cookie rather than any personally identifiable information. User data is distinct from contextual data. Often used interchangeably with segment data and audience data.
User Generated Content
Content on a website that was posted by users, not the publisher. For example, LinkedIn or Facebook profiles. Different publishers have varying levels of control over user generated content.
Whitelist
A list of web sites that an Advertiser will permit their ads to be placed on. Websites noton this list will not be used to display ads for the Advertiser.
Yield Optimization
Technique employed by Publishers to determine the value of their ad impressions to manage the flow of inventory.