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K H H PubMatic is the leading marketing automation software platform for publishers. Through real-time analytics, yield management, and workflow automation, PubMatic enables publishers to make smarter inventory decisions and improve revenue performance. Focused on serving the needs of premium publishers, PubMatic inspires buyer confidence by providing flexibility in audience discovery and planning media campaigns through its Media Console and APIs. The company’s marketing automation software platform provides a global roster of comScore publishers with a single view into their advertiser relationships across every screen, every channel and every format. PubMatic was ranked by Deloitte as one of the fastest growing companies in the US Internet sector for the third consecutive year in 2014. The company has offices worldwide, and is headquartered in Redwood City, California. PubMatic is a registered trademark of PubMatic, Inc. Other trademarks are the property of their respective owners. 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
