When a user signs up, makes a purchase, or performs some other desired action in response to an ad displayed on the Internet. Also called a conversion or action. See also CPA. ad agency

When an open slot of ad space is available on the Internet, a user's browser sends requests to ad exchanges or ad servers to send an ad. This request is known as an ad call. Ad calls include info [..]

An ad trafficking system through which advertisers, publishers, and networks meet and do business via a unified platform. An ad exchange allows advertisers and publishers to use the same technological [..]

  The computer or group of computers responsible for actually serving creatives to websites, or for making decisions about what ads will serve. An ad server may also track clicks on ads and other data [..]

A single unit of ad space. Sometimes used instead of placement or ad tag.  ad targeting

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

An API, or application programming interface, is a programming method used to interact with software, applications, or tools. APIs provide a simplified querying language that allows consumers or devel [..]

Inventory that is not pre-sold, also known as remnant inventory. Can also refer to one ad network filling unsold inventory for another ad network. banner ad

Information collected from a users' online actions, for example, things they’ve searched for in the past and types of website they frequent. Advertisers sometimes use this type of data in their c [..]

A bidding strategy is the way a buyer calculates a bid in an ad auction. It can mean bidding a flat CPM or bidding a variable price based on past clickthrough or conversion rates. bid request