Digital advertising is known for its plethora of buzzwords and acronyms. PubMatic recognizes that understanding these terms can mean the difference between understanding a straightforward concept or getting lost in a haze of jargon. To help cut through the industry lingo, we have identified key terms from A-M that we think are important for digital media and advertising executives to know and understand. Look out for part two of this infographic where we define key terms N-Z.

1. K
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The ABCs of Programmatic: Part One (A-M)
A Glossary of Key Programmatic Terms
Digital advertising is known for its plethora of buzzwords and acronyms.
PubMatic recognizes that understanding these terms can mean the difference
between understanding a straightforward concept or getting lost in a haze of jargon.
To help cut through the industry lingo, we have identified key terms from A-M that we
think are important for digital media and advertising executives to know and
understand. Look out for part two of this infographic where we define key terms N-Z.
Agency Trading Desk
(ATD)
M
I J K
L
A centralized, service-based
organization that serves as a
managed service layer, typically
between a demand-side platform
(DSP) or other audience buying
technologies, and an agency.
ATDs use data to help
advertisers effectively purchase
audience based advertising at
scale across digital media.
Source: AdExchanger, PubMatic
Brand Control
The goal of publishers and
advertisers that want to make
sure their brands maintain their
integrity. Brand protection tools
automate the process of
preventing objectionable
content from appearing on
publishers’ sites and ensure
that branded advertisements
don’t appear alongside
objectionable content.
A B
eCPM
(Effective Cost Per
Thousand)
A form of measurement that
allows advertisers to gauge the
cost differences between a CPC
and CPM campaign in order to
determine which is more cost
effective.
Impressions
Simply put, impressions are
views of a given web page.
The number of potential
impressions is used to
determine the cost of
displaying an ad.
Source: IAB, PubMatic
MRAID
(Mobile Rich-Media Ad
Interface Definitions)
A standardized set of commands, designed to
work with HTML5 and JavaScript, to define
common API requirements that allow rich
media to run across
multiple mobile apps.
Source: IAB, PubMatic
JSON
Stands for JavaScript Object Notation.
It is a lightweight data-interchange
format that allows a collection of data
to be structured in a way that is easy to associate
with object-oriented programming, and it is also
makes data easier for humans to read.
Key Performance
Indicator (KPI)
Stands for key performance
indicator. It is a business metric
used to evaluate factors that
are crucial to the success of an
organization. KPIs differ per
organization; business KPIs
may be net revenue or a
customer loyalty metric.
Latitude/Longitude
(Lat/Long)
A geographic coordinate system
that, when used in the context of
mobile advertising, refers to the
location data that can be shared
from a device to help identify
characteristics of the user,
environment or context. Lat/Long
is a critical metric that helps make
advertising content more valuable
to the publisher, advertiser, and
consumer.
E
First-Party Data
User information collected and
stored by social media sites,
website publishers, retailers,
and others after the user visits a
digital property.
Source: AdAge, PubMatic
F
GEO Targeting
Targeting consumers with
messages based on data
about their geographic
location.
G
Cross-Device
Tracking
Describes the many ways
platforms and publishers try to
identify consumers across
smartphones, tablets,
desktop computers
and other
connected
devices.
C Holistic Inventory Management
The process of
managing a
publisher’s advertising
inventory strategically
across all sales
channels, including
desktop, mobile,
video and native.
Demand-Side
Platform (DSP)
A company that handles
automated media buying from
advertisers across multiple
sources using unified targeting,
data, RTB optimization, and
reporting. Generally, DSPs
connect directly to supply-side
platforms (SSPs) to enable
publishers to package and sell
inventory themselves.
Source: IAB, PubMatic
D