Acquisition: When a visitor completes the desired behaviour, due to seeing your advert or website content.
Ad Agency: The ad agency typically provides an end to end service in terms of managing advertising spend - from planning, to tracking and post-campaign reporting.
Ad Call: When an ad position is available on a site, the user's browser asks exchanges or ad servers for an ad to show.
Ad Fraud: This occurs where advertisers are charged for ad placements that have never been seen by human eyes. This could be ads placed on top of the other, ads loading out of sight, paying for bot clicks, and much, much more.
Ad Pod: A group of video ads that fit into the same placement slot and play consecutively.
Ad Server: The technology used to serve, improve and monitor ads across a range of publishers. Typically this removes the need for multiple points of contact across multiple groups, and instead allows ads to be served quickly and effectively.
Ad Space: The space where the advert will show on a given website.
Ad Tag: A snippet of HTML that will contact an ad server and ask for an ad.
Above The Fold: The advert is visible without having to scroll down the page.
Agency Trading Desk (ATD): Typically stacked on top of a DSP, the agency trading desk serves as the internal tool for programmatic buying in an agency.
Application Programming Interface (API): A set of rules, requirements and functions for building software, apps, or integrations. The API specifies how software components should interact with each other.
Average Revenue Per User (ARPU): ARPU is the total revenue of the business, divided by the number of customers/users. Vital in planning user acquisition campaigns.