Digital marketing glossary

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Term Definition
online behavioral advertising (OBA)
Advertising to people surfing the Internet based on their past browsing behaviors. See also DMA OBA compliance.
open auction

Type of inventory:unreserved




Automated Guaranteed is the method of buying which automates the digital direct sale. The deal is negotiated directly between buyer and seller (in-person or via a platform) the inventory and pricing are guaranteed and the campaign runs at the same priority as other direct deals in the ad server. The RFP (Request for Proposal) and campaign trafficking process are completely automated within the technology platform. OpenDirect is the API specification which supports this process.


Standardized specification of a real-time bidding interface for mobile applications. See more at the project homepage  

The process of using historical data to adjust a programmatic approach to buying a piece of inventory. Frequently this information will be used to either alter the bid price for a piece of inventory or determine if a buyer is willing to bid on a piece of inventory at all.

Over-the-Top; refers to content accessed via the internet without the involvement of a television service provider. OTT includes Subscription Video-on-Demand (SVOD) services like Netflix as well as free ad-supported services like Hulu.

out-stream video
A type of video ad embedded within an article or other body of web content mostly set to auto-play when the reader reaches the part of the page that contains the ad.
owned and operated
In online advertising a type of publisher that both owns and operates its inventory sources. Different from a managed publisher which does not own and operate its inventory sources but has a financial relationship with those who do.