Digital marketing glossary

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Term Definition
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.
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.

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.

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.

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


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.

open auction

Type of inventory:unreserved



online behavioral advertising (OBA)
Advertising to people surfing the Internet based on their past browsing behaviors. See also DMA OBA compliance.
nonexclusive inventory
Inventory for which a given ad trafficker can't be certain where they are in the ad call daisy chain. They may be first or the ad call may have already passed through another platform as part of a daisy chain.
Generally refers to an ad network.
native advertising
Advertising that matches the form and function of the platform on which it appears for example the ad search term responses at the head of Google search results or promoted Tweets in a Twitter stream.
Network Advertising Initiative. An online advertising industry association focused on consumer education about online behavioral advertising (OBA). Read more at the NAI website.
Multiplatform Delivery

Creation management and distribution of content for delivery to multiple types of devices

Multichannel Video Program Distributors

A type of service provider that delivers TV programming services to the consumer often charging a subscription fee. [cable and satellite TV providers]

Mobile Rich Media Ad Interface Definitions (MRAID) is a common API (Application Programming Interface) for mobile rich media ads that will run in mobile apps