Digital marketing glossary

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Term Definition
Inventory that is not pre-sold also known as remnant inventory. Can also refer to one ad network filling unsold inventory for another ad network.
banner ad
A basic image or flash display ad rather than a rich media unit.
behavioral data
Information collected from a users' online actions for example things they’ve searched for in the past and types of website they frequent. Advertisers sometimes use this type of data in their campaigns to match relevant users with their offers. Data privacy laws ban the collection of information that is deemed to be ''personally identifiable
behavioral targeting

Behavioral targeting is a technique used by advertisers and publishers to utilize a web user's previous web browsing behavior to customize the types of ads they receive. Behavioral targeting can generally be categorized as onsite behavioral targeting or network behavioral targeting depending on whether the tracking is deployed on a single website or domain or across a network of websites.

bid request
A request sent to a bidder that asks it to return a bid for a given impression. Bid requests include data points about the user and the impression being sold.

A bidder is a piece of technology that uses proprietary code and algorithms to analyze bid requests and respond with bids and creatives in real-time auctions.

bidding strategy
A bidding strategy is the way a buyer calculates a bid in an ad auction. It can mean bidding a flat CPM or bidding a variable price based on past clickthrough or conversion rates.
A list of domains or apps that a buyer does not want to buy ad space on.
A company's product line and the image and reputation of that line. Many stakeholders in the ad tech industry have guidelines or requirements for the use of branding in creatives. Can also refer to a specific company name such as Coke Target Honda and so on.