OpenRTB Glossary

  • OpenRTB: A standard that facilitates the automated trading of digital advertising between buyers and sellers.

  • Bid Request: The message sent by the ad exchange to bidders, containing information about the available ad impression.

  • Bid Response: The message sent by the bidder to the ad exchange, containing the bid price and ad content.

  • SSP (Supply-Side Platform): Software for publishers to manage, sell and optimize available inventory in an automated way.

  • DSP (Demand-Side Platform): Software for advertisers to purchase and manage ad inventory from multiple ad sources.

  • RTB (Real-Time Bidding): The buying and selling of online ad impressions through real-time auctions.

  • Ad Exchange: A digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-time auctions.

  • Ad Inventory: The total amount of space a publisher has available for advertisements.

  • Programmatic Advertising: Automated buying and selling of online advertising.

  • Impression: A view or display of an advertisement on a web page.

  • Click-Through Rate (CTR): The ratio of users who click on an ad to the number of total users who view the ad.

  • Data Management Platform (DMP): A platform for storing and managing data, primarily used for digital marketing.

  • Ad Impression: A single instance of an online ad being displayed.

  • Ad Server: A web server that stores advertising content used in online marketing.

  • Cookie Matching: A process that enables data exchange between DSPs and SSPs to recognize users across different domains.

  • Targeting: The method of defining the audience to whom the ad should be shown.

  • Win Notice: A notification sent to the winning bidder in an RTB auction, confirming their bid was successful.

  • Ad Placement: The positioning of an advertisement on a web page or within an application.

  • Deal ID: A unique identifier used in programmatic trading to specify particular deal characteristics.

  • Private Marketplace (PMP): An invitation-only RTB auction where high-quality ad inventory is sold to a select group of advertisers.

  • Viewability: A metric that tracks whether an ad was actually seen by a user.

  • Attribution: The process of identifying a set of user actions that contribute to the desired outcome, like a conversion.

  • Frequency Capping: A restriction on the number of times a specific visitor is shown a particular advertisement.

  • Header Bidding: An advanced programmatic technique wherein publishers offer inventory to multiple ad exchanges simultaneously before making calls to their ad servers.