Term (alphabetical)



Amazon Ad Server

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.


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.


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...


Customer Success Manager


Data Management Platform


Demand-side Platform


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.


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.


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.


Open Measurement ID (viewability & verification)


Open Measurement Software Development Kit


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.


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.


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.


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


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.


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.


Supply-side Platform

Tag Path

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


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


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.

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