Cachebusting Macro (Timestamp-macro)

It's a macro used by the publisher's ad server to track the impressions.

Click Tracking Macro (Click-macro)

It's a macro used by the publisher's ad server to track the clicks.

COPPA

Children's Online Privacy Protection Act is a U.S. federal law designed to limit the online collection and use of personal information about children.

CORS

Cross-origin Resource Sharing - It is a mechanism that allows restricted resources on a web page to be requested from another domain outside the domain from which the first resource was served.

Counting Methodology

How are the Impressions being counted? On a Winning Bid, Ad Load, Ad Render/Display, etc...

CSM

Customer Success Manager

DMP

Data Management Platform

DSP

Demand-side Platform

GIVT

General Invalid Traffic - It consists of traffic identified through routine means of filtration executed through the application of lists or with other standardized parameter checks.

IVT

Invalid Traffic - It is traffic that has been identified as fraudulent, malicious, or as bot activity.

Java Script

It's a computer language used to create advanced functionality on websites and in ads.

MRAID

Mobile Rich Media Ad Interface Definitions - It is the common API for mobile rich media ads that will run in mobile apps. This is a standardized set of commands, designed to work with HTML5 and JavaScript, used to communicate what those ads do.

OMID

Open Measurement ID (viewability & verification)

OMSDK

Open Measurement Software Development Kit

OTT

Over-the-top bypasses cable, broadcast, and satellite television platforms, the types of companies that traditionally act as controllers or distributors of such content. You can see these ads on streaming services like Hulu, Prime Video, or on gaming consoles.

PCP

Publisher Custom Parameter - It can hold up to 2048 characters, and is used for any type of custom macro the Publisher wants to report on.

Protocol

Usually referred to as HTTP/HTTPS traffic. It is a secure/non-secure transfer protocol widely used on the internet.

Publisher Ad Server

It's a service that allows publishers to manage their ads. It allows them to set up a variety of ad units, make advertisers compete for ad impressions, create more effective audience targeting, deliver advanced reporting, optimize ad revenue, and more.

AAS

Amazon Ad Server platform

SIVT

Sophisticated Invalid Traffic - consists of more difficult to detect situations that require advanced analytics, multi-point coordination, significant human intervention, to analyze and identify.

SSAI

Server-side Ad Insertion - It is a combination of manifest manipulation, ad server communication, and ad bitrate and resolution normalization, all of which happens on the server-side before presenting a manifest to clients.

SSL-compliance

In order for a site to be SSL-compliant, all elements loaded onto the site must also use SSL. If a non-secure creative is served onto a secure site, it can prompt a warning in the browser, cause ad serving problems, or even cause the entire page to be blocked.

SSP

Supply-side Platform

Tag Path

Represents the tag path the publisher utilizes for serving. For example: Vendor > DSP > Publisher Ad Server > End-User

VAST

Video Ad Serving Template - It provides a generic framework for embedding in-stream video ads.

VPAID

Video Player-Ad Interface Definition - It is a template that's focused on delivering inline creatives to video players. Slowly being deprecated in favor of OMID.