Digital marketing glossary

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Term Definition
in-stream video
In-stream video is a type of creative played in video players on Web pages. This creative type uses VAST XML to ensure proper rendering in players and are shown before in the middle of or after other video content.
in-banner video
In-banner video is a type of creative played in a standard banner rather than in a video player. Any banner placement may accommodate an in-banner video creative if allowed by the publisher.
A creative served to a single user at a single point in time. Sometimes called an 'imp'.
An HTML iframe tag tells the browser to open a mini browser window of a specified size inside the current window. This way the ad content cannot expand beyond the size specified and 'take over' the screen.
ID synching
See user ID mapping.

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

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.


see HTTP Live Streaming

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.

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).


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

guaranteed inventory
Inventory consisting of impressions sold ahead of time rather than in a real-time auction via real-time bidding. Called guaranteed because the publisher signs a contract with an agency committing to deliver the specified impressions in exchange for an agreed-upon sum. If the guarantee is not met the agency will often request a “make-good ” usually in the form of a credit. See also premium inventory.

Gross Rating Point; the standard currency that broadcast TV has used to plan purchase and measure advertising campaigns since the 1950s. Defined as [reach x frequency] for a target demographic.


Geofencing is a location-based digital marketing tool that lets marketers send messages to smartphone users in a defined geographic area.  For example shoppers that arrive at a mall can be targeted with ads  by stores located in that mall simply because of their geographic location.  Digital marketers can take the gps capabilities to feed ads to people who are geographically ready to make sales decisions.


What is the GDPR?
The GDPR, or the General Data Protection Regulation, is a European privacy law approved by the European Commission in April 2016. The GDPR regulates, amongst other things, how organizations may obtain, use, and store the personal data of EU residents (the EU is comprised of 28 countries and 510M people).

At its core, the GDPR follows two main principles:

1. Consumers own their data
The GDPR enables EU citizens, not online vendors, to have the final say on how their data will be used. Thus, consumer consent is required for PII collection, sharing, and usage. The GDPR also introduces the idea of "data rights", whereby individuals have the right to see, edit, and delete data a 3rd-party has on them.

2. Companies need to protect this data
The GDPR imposes tighter restrictions on how companies handle PII. This includes limiting what they collect, adding better security protocols, hiring Data Protection Officers, having data breach notification plans, and more.

The first point will greatly impact the ad tech industry, as much of advertising relies on programmatic behavioral targeting using customer data (such as retargeting, cookie matching, mobile ID targeting, frequency capping, etc). It's likely the GDPR will negatively impact, if not cripple, many common advertising practices.