Digital marketing glossary

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Term Definition
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.

third-party cookies

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

technology providers
Third-party entities who may assist various parties involved in Internet advertising by providing access to bidders or other technology.
See ad targeting.
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.
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.
supply side platform (SSP)
Analogous to a demand side platform (DSP) an SSP enables publishers to access demand from a variety of networks exchanges and platforms via one interface.
See inventory.
See supply side platform (SSP).
sport sync

Trigger digital ads across screens based on live sports moments like scores score changes wins overtimes penalties

sponsored content

An advertisement that is written by the publisher for the brand to increase brand awareness. Roadblocks or full-page takeovers may be set up to heighten brand recognition but there isn’t a clear call to action. The editorial style of the article matches that of the publication so these ads are required by law to carry the label “sponsored content” (or a variation thereof).

skin creative
A creative that wraps acts as a wallpaper or otherwise surrounds page content with ad content.

Secure Interactive Media Interface Definition

Set-Top box

An electronic device that connects to a TV providing connectivity to the Internet game consoles or cable systems.


Server-side ad insertion (often referred to as “ad stitching”) is the process of stitching video content and ads together on the server side level rather than on the browser level (Client Side Ad Insertion). Videos and video ads are coming from different places—videos typically come from a content delivery network (CDN) and ads from an ad server (video ads can also be served from CDNs although content CDNs and ad CDNs often differ). These are then combined on the fly when people start watching videos. With server-side ad stitching that combination of video and advertising happens on the backend.

Server-side ad insertion allows for smoother ad user experiences as users do not have to wait for players to fetch ads and render them in real time. The stitching is all done prior to the user getting the ad break/pod. In the ad stitching process ad specs are matched with content specs resulting in more consistent viewer experience as the ad quality will match the content quality.

SSAI also allows publishers to mitigate ad blocking as video content and ads are stitched together as a cohesive stream on the server side which allows them to bypass browser or device-level detection/blocking. When a browser or device-level script makes a call to the ad-decisioning system the ad blocker can identify that signal as opposed to a server-side script where the ads are already stitched into the player’s content making it impossible to distinguish an ad from content.

This is a great solution for a publisher however advertisers may have concerns with measurement being made server side and request such delivery to be distinguished in reporting.