Digital marketing glossary

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Glossaries

Term Definition
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 may 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.
tag container
Many advertisers and their media buyers use a number of tags for tracking impressions clicks conversions and other data. Some use tag containers to manage these disparate pixel tags and make it easier to change them via a single source. When a page loads the tag container code displays the code for all tags stored within the container.
targeting
See ad targeting.
technology providers
Third-party entities who may assist various parties involved in Internet advertising by providing access to bidders or other technology.
third-party cookies

Cookies with a different domain than the website a user is currently on. For example if you visit www.mysite.com an exchange cookie with the domain adxcg.net would be a third-party cookie. See also first-party cookies.

Third-party data

Third-party data on the other hand is generated on other platforms and often aggregated from other websites. There are many companies out there that sell third-party data and it is accessible through many different avenues.

timestamp

The date and time that a specific event – such as a click or conversion – occurred. Useful in reporting functions and attribution.

trading desk
A buy-side trading entity housed within or working for advertising agencies. Also known as an agency trading desk or ATD. ATDs are usually the programmatic arms of holding companies. Independent trading desks known as ITDs are another kind of trading desk and are usually outsourced managed services firms that run programmatic ad buys on behalf of advertisers or agencies.
Transcoding

Converting from one encoding format to another

transparency

Transactions can be carried out at different levels of transparency from blind all the way through to fully transparent URL. Publishers can also offer different buyers different levels of transparency. The following is a range of possible options:

-Top Level Domain (example: publisher.com news.publisher.com)

-Section Targeting (example: publisher.com/sports)

-Full URL (example: publisher.com/sports/NFL/Giants/article1235.html)

-Masked URL (example: www.publishermarketplace.com)

-Blind – No information is passed. Advertiser does not know where they are buying inventory

TV Counter-sync

Sync online advertising with your competitor’s TV ads as they are screened

TV In-sync

Sync online advertising with your TV ads as they are screened

TV Shutter-sync

Sync online advertising with targeted keywords as they are mentioned on a TV program or by a presenter.