The total amount of impressions that a given publisher/network has to offer (usually given a certain period of time, e.g. monthly inventory is in the range of X impressions).

A company that serves as a broker between a group of publishers and a group of advertisers. Networks traditionally aggregate publisher inventory and broker that inventory to advertisers or other ad ne [..]

Any company looking to promote their brand, service, or product; for example, showing its creative on publisher web pages to induce the user to make a purchase, etc.

Exchanges are technology platforms built to provide real-time bidding and allow auction-dynamics to come to bear on matching advertiser demand and publisher/ad network supply. Exchanges evolved out of [..]

A technology platform that, at a minimum, supports the delivery of advertising creative to a publisher’s placement in response to a user viewing the property, and the associated tracking on critical a [..]

An entity that shows its creative on publisher web pages in order to enhance brand awareness, induce the user to make a purchase, etc.

A company that provides services such as planning, creating, buying, and tracking advertisements and ad campaigns on behalf of a client.

Agency of record. The AOR is analogous to a general contractor, acting as the primary channel/point-of-contact for all agency-routed spend for the advertiser.

An Application Programming Interface (API) is a set of routine definitions, protocols, and tools for building software and applications.

Average Revenue Per User. A useful performance indicator that divides the total revenue for a given period of time with the number of active users in an application. ARPU is useful as an indicator of [..]