Digital marketing glossary

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Term Definition
FEP (Full Episode Player)

Full Episodes of premium content with designed commercial breaks.

fill rate

The ratio of ad requests that are successfully filled in relation to the total number of ad requests made expressed in percentage.


A situation in which the media seller gives certain buyers first priority in access to ad inventory. For example a publisher is selling its remnant inventory through two ad networks and a DSP. In a First Look situation the publisher gives the first ad network a chance to buy the inventory first. If that first network does not want it the publisher will pass it to the second network and so on.

first touch
An attribution model in which gives credit for the first impression a user saw. This may be used as an alternative to the last view/last click model which gives credit for the last viewed or clicked ad.
first-party cookies
Cookies that use the domain of the website a user is currently on. For example if you visit and the domain of the cookie is then this is a first-party cookie. First-party cookies are usually used for login user experience and retargeting purposes. See also third-party cookies.
first-party data

First-party data is YOUR data. This can include data from behaviors actions or interests demonstrated across your website(s); data you have in your CRM; subscription data; social data; or cross-platform data from mobile web or apps.

The lifetime of a campaign from its start date to its end date. A campaign can also have no flight dates and continue indefinitely. A campaign that is active is said to be 'in flight'.
floor price

In an RTB auction the minimum bid price (CPM) set by a publisher or SSP on ad inventory. Any potential buyers who bid below this price are automatically rejected.


A tool that allows clients to discover how much space they have sold and how much is left to sell. Forecasts also predict how much a publisher or ad network will earn based on the number of users and the amount of inventory sold.

How often an ad is shown in a certain period such as a single browsing session or a 24 hour period. Advertisers often want to limit frequency to avoid showing an ad to the same user too often also known as overexposure. See also recency.
frequency capping
The act of limiting or 'capping' how often a particular creative can be served to a user. For example an advertiser might use frequency capping to ensure that an ad could be shown to the same user no more than three times per 24 hours. See also recency capping.