Lost in Translation: The Jargon Buster, 2nd Edition

New edition includes additional supply-side and mobile terms

You’re a digital marketing maven. You can craft a clever email marketing campaign, revamp an outdated social media strategy and track your search ROI all before your first cup of coffee. And as far as programmatic goes, you’re practically an industry veteran, having seen first-hand the positive impact that personalized marketing has had on your top line.

In the US alone, the world’s largest programmatic market, programmatic ad spend has accounted for more than $15 billion this year, which is well over half of the country’s digital display advertising spend. And as quickly as the industry seems to be growing, so too does the number of buzzwords that are used to describe it’s complexities and eccentricities.

That’s why, even with your experience, you might find yourself scratching your head when you read the ad tech news sites. Programmatic direct? Viewability? Preferred Deal? HTML5? This constant swirl of new jargon is enough to make any marketer’s head spin!

In our second edition of the Programmatic Jargon Buster, we introduce a range of new terms related to two important areas of innovation in programmatic right now—Supply and Mobile. If you’ve been wondering about what the difference is between an open exchange and a private auction, or what the heck an SDK is, then look no further.

Here’s a sneak preview of some of our new additions to get you started:

  • Ad fraud: Any type of illegal activity of online advertising including non-human traffic, malware that redirects users to third party websites, or having multiple ads placed on top of each other so that advertisers are charged for ad placements that are never even visible to website visitors. Ad fraud is a growing problem in the online advertising industry and organizations like the Interactive Advertising Bureau (IAB) are working hard to reduce the amount of ad fraud in the industry.
  • App re-engagement: Two out of three mobile apps are downloaded and never opened. A re-engagement campaign is run with the intent of driving in-app actions from app users who have already have downloaded a mobile app.
  • In-app advertising: Any advertising that is seen inside of a mobile application (“app”) as opposed to a mobile web browser.
  • Viewability: A metric that refers to whether ad impressions are actually “in view” of the user. According to IAB standards, at least 50% of the ad has to be displayed on the screen for at least one second.

Download the PDF version.

We promise not to tell if you also happen to steal a quick peek at some of the first edition terms, too‚ because—from one marketer to another—we can all use a little refresher every now and then.

And as always, please let us know if you’d like to see additional terms added to this list!