Digital marketing glossary

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Term Definition

A way for separate companies to match their data sets without either side being able to access the other’s data.

hbb tv

Hybrid Broadband Broadcast TV makes it possible to retrieve additional content offerings from TV broadcasters via an Internet connection on the television provided in addition to the TV connection. It facilitates access to additional information on the current program for example but also to services such as media libraries high-resolution teletext or broadcasters’ own electronic program guides (EPG).

Header bidding

Also known as advance bidding or pre-bidding is an advanced programmatic technique wherein publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers (mostly DoubleClick for Publishers). The idea is that by letting multiple demand sources bid on the same inventory at the same time publishers increase their yield and make more money.


see HTTP Live Streaming

HTTP Live Streaming

HTTP Live Streaming is an HTTP-based media streaming communications protocol implemented by Apple Inc. It resembles MPEG-DASH in that it works by breaking the overall stream into a sequence of small HTTP-based file downloads each download loading one short chunk of an overall potentially unbounded transport stream. As the stream is played the client may select from a number of different alternate streams containing the same material encoded at a variety of data rates allowing the streaming session to adapt to the available data rate. At the start of the streaming session HLS downloads an extended M3U playlist containing the metadata for the various sub-streams which are available.


Since its requests use only standard HTTP transactions HTTP Live Streaming can traverse any firewall or proxy server that lets through standard HTTP traffic unlike UDP-based protocols such as RTP. This also allows content to be offered from conventional HTTP servers as origin and delivered over widely available HTTP-based content delivery networks.


Httpool is an international cross channel advertising network focusing on markets outside the United States and Western Europe.