{"id":14119,"date":"2019-10-31T12:02:41","date_gmt":"2019-10-31T17:02:41","guid":{"rendered":"https:\/\/www.mediavine.com\/?p=14119"},"modified":"2024-10-04T09:52:14","modified_gmt":"2024-10-04T14:52:14","slug":"ad-tech-glossary","status":"publish","type":"post","link":"https:\/\/www.mediavine.com\/blog\/ad-tech-glossary\/","title":{"rendered":"Ad Tech Glossary"},"content":{"rendered":"\r\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0;padding-top:0;padding-bottom:0\">\r\n<article class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">\r\n<section class=\"wp-block-group alignfull is-style-beige has-global-padding is-layout-constrained wp-container-core-group-is-layout-772205c6 wp-block-group-is-layout-constrained is-style-beige--1\" style=\"padding-top:var(--wp--preset--spacing--50)\">\r\n<header class=\"wp-block-group c-breadcrumbs aligngrid has-global-padding is-content-justification-left is-layout-constrained wp-container-core-group-is-layout-61973aa6 wp-block-group-is-layout-constrained\" style=\"margin-top:0;margin-bottom:0\">\r\n<header class=\"wp-block-group aligngrid is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-d68226ec wp-block-group-is-layout-flex\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--30)\">\r\n<figure class=\"wp-block-image size-large is-resized\" style=\"margin-bottom:5px\"><img decoding=\"async\" src=\"https:\/\/mediavine-dev.d1.moderntribe.qa\/wp-content\/uploads\/2025\/10\/chevron-left2.svg\" alt=\"\" class=\"wp-image-542\" style=\"aspect-ratio:9\/16;object-fit:contain;width:auto;height:20px\"\/><\/figure>\r\n\r\n\r\n\r\n<p class=\"is-style-small is-style-small--2\"><a href=\"\/blog\/\">Back to Blog<\/a><\/p>\r\n<\/header>\r\n\r\n\r\n\r\n<hr class=\"wp-block-separator has-alpha-channel-opacity aligngrid\" style=\"margin-top:0;margin-bottom:0\"\/>\r\n<\/header>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull is-style-default has-neutral-20-background-color has-background has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-bottom:var(--wp--preset--spacing--70);padding-top:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--60)\"><div class=\"aligncenter aligncenter wp-block-tribe-terms\"><ul class=\"wp-block-tribe-terms__list\"><li class=\"wp-block-tribe-terms__term\"><span class=\"wp-block-tribe-terms__link t-category\">Advertising<\/span><\/li><\/ul><\/div>\r\n\r\n<h1 style=\"margin-top:var(--wp--preset--spacing--10);\" class=\"has-text-align-center wp-block-post-title\">Ad Tech Glossary<\/h1>\r\n\r\n\r\n<div class=\"wp-block-group is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-9b38c6d9 wp-block-group-is-layout-flex\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:0;padding-top:0;padding-bottom:0\"><div style=\"margin-bottom:0;margin-top:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-author-name\">Brad Hagmann<\/div>\r\n\r\n\r\n<p>\u2022<\/p>\r\n\r\n\r\n<div style=\"padding-top:0;padding-bottom:0;padding-left:0;padding-right:0;margin-top:0;margin-bottom:0;margin-left:0;margin-right:0;\" class=\"has-text-align-center wp-block-post-date has-10-font-size\"><time datetime=\"2019-10-31T12:02:41-05:00\">October 31, 2019<\/time><\/div><\/div>\r\n<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"padding-top:0;padding-bottom:0\">What&#8217;s in a name? A lot of things, and when it comes to Mediavine&#8217;s ad tech and online advertising in general, there are a lot of names &#8211; and abbreviations, acronyms and terms.\n\nThat term you heard describing that ad unit we&#8217;re working on? That acronym for the thing you saw on Facebook that we&#8217;re doing to optimize your ad units, videos, monetization, etc.?\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9422 size-mv_create_no_ratio\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search-735x490.jpg\" alt=\"Man typing on laptop computer open to Google search bar home page.\" width=\"735\" height=\"490\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search-735x490.jpg 735w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search-441x294.jpg 441w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search-768x512.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search-690x460.jpg 690w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search.jpg 800w\" sizes=\"auto, (max-width: 735px) 100vw, 735px\" \/>\n\nIt&#8217;s probably listed here:\n\n<a href=\"https:\/\/www.mediavine.com\/ads-txt-prevent-ad-fraud-use\/\"><b>Ads.txt<\/b><\/a><span style=\"font-weight: 400;\"> &#8211; Authorized Digital Sellers &#8211; A \u201cplain text\u201d file that is hosted on your root domain, at the top level of your website. This list contains the names of all authorized sellers for your digital advertising inventory, boosting transparency and combatting fraud.<\/span>\n\nIn other words, this list tells advertisers that only partners on the list can sell your inventory. If someone tries to sell without your permission, advertisers will not buy from the fraudulent source &#8211; resulting in higher advertiser confidence in who they&#8217;re buying from, and higher CPMs for the publisher.\n\n<b>ATF<\/b><span style=\"font-weight: 400;\"> &#8211; Above the Fold &#8211; The area of a website that is visible on screen and accessed by a user before scrolling down upon initial page load. Name has been adapted from print journalism and the &#8220;fold&#8221; of a newspaper (remember those?) on display.<\/span>\n\n<span style=\"font-weight: 400;\"><strong>Bid CPM<\/strong> &#8211; The price an advertiser bids to serve an impression. This determines if the advertiser will win the impression or if they will be outbid by someone else.<\/span>\n\n<span style=\"font-weight: 400;\">A lot of data analysis and insight goes into how high or low an advertiser&#8217;s Bid CPM should be to maximize value to the advertiser. <\/span>\n\n<b>BTF<\/b><span style=\"font-weight: 400;\"> &#8211; Below the Fold &#8211;\u00a0 The area of a website that a user must scroll down into after initial page load.<\/span>\n\n<b>CPA<\/b><span style=\"font-weight: 400;\"> &#8211; Cost Per Action &#8211; The amount of money an advertiser is willing to pay for each time in which a user completes a specific action, e.g. signing up for a subscription service, donating money, purchasing tickets, etc.<\/span>\n\n<span style=\"font-weight: 400;\">Sometimes is also called Cost Per Conversion. These measures are not shared by advertisers in order to keep buying patterns secret from competitors.\u00a0<\/span>\n\n<b>CPC<\/b><span style=\"font-weight: 400;\"> &#8211; Cost Per Click &#8211; The amount of money an advertiser is willing to pay for each time an ad is clicked.<\/span>\n\n<a href=\"https:\/\/www.mediavine.com\/cpms-ecpms\/\"><b>CPM<\/b><\/a><span style=\"font-weight: 400;\"> &#8211; Cost per mille (thousand) &#8211; This represents the dollar amount an advertiser is willing pay for every 1,000 times an ad is shown on page.\u00a0<\/span>\n\n<span style=\"font-weight: 400;\">For publishers, it represents how much an advertiser will pay for impressions they served on your site. On the Mediavine side, we commonly refer to these impressions as &#8220;filled impressions.&#8221;<\/span>\n\n<span style=\"font-weight: 400;\">CPM Formula = (Spend \/ Impressions) * 1,000. Example: $15 \/ 6,000 impressions * 1,000 =\u00a0 $2.50 CPM.\u00a0<\/span>\n\n<b>CTR<\/b><span style=\"font-weight: 400;\"> &#8211; Click Through Rate &#8211; An engagement measurement that shows the number of times an ad has been clicked divided by the number of times an ad has displayed.\u00a0<\/span>\n\n<span style=\"font-weight: 400;\">Although this measure is quite dated and infrequently used by advertisers, it can still offer insight into a site&#8217;s performance.<\/span>\n\n<span style=\"font-weight: 400;\">CTR Formula = (Clicks \/ Impressions) * 100. Example: 4 clicks \/ 4,000 impressions * 100 = 0.1% CTR.<\/span>\n\n<a href=\"https:\/\/www.mediavine.com\/what-is-a-dsp\/\"><b>DSP<\/b><\/a><span style=\"font-weight: 400;\"> &#8211; Demand Side Platform &#8211; Cloud software that allows advertisers or ad agencies to purchase and manage digital ad campaigns, in real time, across millions of websites.<\/span>\n\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-80361 size-full\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-1.png\" alt=\"\" width=\"1200\" height=\"666\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-1.png 1200w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-1-320x178.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-1-1024x568.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-1-768x426.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-1-1170x649.png 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-1-800x444.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-1-569x316.png 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-1-960x533.png 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-1-1080x599.png 1080w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/>\n\n<b>eCPM<\/b><span style=\"font-weight: 400;\"> = Effective Cost per Mille (thousand) &#8211; The cost of ad inventory based on the impressions that were actually displayed.\u00a0<\/span>\n\n<span style=\"font-weight: 400;\">Effective CPM takes into account every opportunity to serve an impression, whereas CPM is based on advertiser-served impressions. This equation takes fill rate and CPM into account to maximize revenue potential.<\/span>\n\n<span style=\"font-weight: 400;\">There are many definitions of this term that float around online. For our purposes, this is the definition that is most relevant.<\/span>\n\n<span style=\"font-weight: 400;\">eCPM Formula = (Revenue \/ Impression Opportunities) * 1000<\/span>\n\n<span style=\"font-weight: 400;\"><a href=\"https:\/\/www.mediavine.com\/fill-rate-tool\/\"><strong>Fill Rate<\/strong><\/a> &#8211; An equation for how many impressions were filled or sold compared to how many opportunities were available.<\/span>\n\n<span style=\"font-weight: 400;\">Fill Rate Formula = Impressions Filled \/ Impression Opportunities<\/span>\n\n<span style=\"font-weight: 400;\"><a href=\"https:\/\/www.mediavine.com\/google-first-price-auction-what-it-means-for-publishers\/\"><strong>First-Price Auction<\/strong><\/a> &#8211; One of the two most popular auction types used in the industry. First-price means an advertiser&#8217;s Bid CPM is what they will pay if they win and serve the impression.<\/span>\n\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-80363 size-full\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-3.png\" alt=\"\" width=\"1200\" height=\"666\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-3.png 1200w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-3-320x178.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-3-1024x568.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-3-768x426.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-3-1170x649.png 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-3-800x444.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-3-569x316.png 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-3-960x533.png 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-3-1080x599.png 1080w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/>\n\n<a href=\"https:\/\/www.mediavine.com\/gdpr-what-you-need-to-know\/\"><b>GDPR<\/b><\/a><span style=\"font-weight: 400;\"> &#8211; General Data Privacy Regulation &#8211; Effective 2018, a legal framework that sets guidelines for the collection and processing of personal information from individuals who live within the European Union.<\/span>\n\n<b>IAB<\/b><span style=\"font-weight: 400;\"> &#8211; Interactive Advertising Bureau &#8211; A business organization comprised of 650+ media companies, brands and technology firms that sets the industry standard for digital advertising, including ad specifications. These specifications are considered the standard and best practice for the digital advertising industry.<\/span>\n\n<b>Instream Video &#8211; <\/b><span style=\"font-weight: 400;\">Video advertising that appears before (pre-roll), during (mid-roll), or after (post-roll) video content.<\/span>\n\n<span style=\"font-weight: 400;\">The term in-stream takes its name from television, in which a video ad plays within video content, just like when you watch TV with commercials (or you did before you fired the cable company).<\/span>\n\n<a href=\"https:\/\/www.mediavine.com\/native-advertising-triplelift\/\"><b>Native Ads<\/b><\/a><span style=\"font-weight: 400;\"> &#8211; Ads that display within the feed of website content and are designed to match the look and feel of an individual publisher\u2019s website.<\/span>\n\n<b>OpenRTB &#8211; <\/b><span style=\"font-weight: 400;\">The protocol that powers the technology between the buying and selling of programmatic ads. It\u2019s a standard set by the IAB that both SSPs and DSPs support to pass information back and forth about an impression and their respective bids.<\/span>\n\n<b>Outstream Video &#8211; <\/b><span style=\"font-weight: 400;\">Video advertising that appears outside of a standard video environment. Mediavine uses outstream video in rotation with our standard in-content display placements.<\/span>\n\n<span style=\"font-weight: 400;\">This term comes from video not running within a typical video stream, such as a TV commercial. The &#8220;not&#8221; in-stream.<\/span>\n\n<span style=\"font-weight: 400;\"><strong>PMP<\/strong> &#8211; Private Marketplace &#8211; <\/span><span style=\"font-weight: 400;\">A deal made directly between publishers and either advertisers or DSPs that allows more direct access to programmatic inventory. It can be a fixed CPM or auction, and give advertisers access to more valuable inventory and transparency with whom they&#8217;re working with.<\/span>\n\n<a href=\"https:\/\/www.mediavine.com\/mediavine-video-player-prebid-js\/\"><b>Prebid.js<\/b><\/a><span style=\"font-weight: 400;\"> &#8211; An open source, header bidding platform for the web which allows publishers to tap into the advertising demand of over 150 SSPs.\u00a0<\/span>\n\n<span style=\"font-weight: 400;\">Prebid.org was created to give publishers a single place to work with a number of SSPs. Historically, each SSP had its own code and setup, which was complicated and could take months to launch.<\/span>\n\n<span style=\"font-weight: 400;\">With Prebid.js, launches are much simpler and there&#8217;s much less code on a publisher&#8217;s page to slow it down.<\/span>\n\n<strong>Revenue<\/strong> &#8211; Revenue is the total amount of money generated by a business. (This differs from income, which is the amount remaining after the costs associated with the business.)\n\n<a href=\"https:\/\/www.mediavine.com\/what-is-rpm\/\"><b>RPM<\/b><\/a><span style=\"font-weight: 400;\"> &#8211; Revenue per mille (thousand) &#8211; A calculation determining how much revenue was earned per thousand pageviews or sessions.<\/span>\n\n<span style=\"font-weight: 400;\">Session RPM Formula = (Revenue \/ Sessions) * 1000. Example: $300 \/ 10,000 sessions * 1,000 = $30 RPM.<\/span>\n\n<b>RTB<\/b><span style=\"font-weight: 400;\"> &#8211; Real Time Bidding &#8211; Programmatic advertising that happens in real time in an auction-style format. In this process, bid requests are sent to several different ad exchanges (see SSP below) and the advertiser with the highest bid for that user wins the impression.\u00a0<\/span>\n\n<a href=\"https:\/\/www.mediavine.com\/sellers-json-and-the-supply-chain-object-increasing-transparency-for-buyers\/\"><b>Sellers.json<\/b><\/a><span style=\"font-weight: 400;\"> &#8211; A file that provides a way for buyers to discover who the entities are that are either direct sellers of or intermediaries in the selling of digital ads. This allows the buyer to confirm the relationship between the publisher and the SSP, and any companies who might be involved in the relationship.<\/span>\n\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-80362 size-full\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-2.png\" alt=\"\" width=\"1200\" height=\"666\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-2.png 1200w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-2-320x178.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-2-1024x568.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-2-768x426.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-2-1170x649.png 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-2-800x444.png 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-2-569x316.png 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-2-960x533.png 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/10\/ad-tech-glossary-2-1080x599.png 1080w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/>\n\n<strong>Sessions<\/strong> &#8211; In web analytics, a session is a unit of measurement encompassing a user&#8217;s actions taken within a period of time. This differs from page views (one session can result in one page view or 100), and unique visitors (the same unique reader visiting 12 times a month counts as 12 sessions for that month). Mediavine uses sessions to calculate <a href=\"https:\/\/www.mediavine.com\/what-is-rpm\/\">what your RPM is<\/a> because it better encapsulates the value of your web traffic than page views.\n\n<a href=\"https:\/\/www.mediavine.com\/what-is-an-ssp\/\"><b>SSP<\/b><\/a><span style=\"font-weight: 400;\"> &#8211; Supply Side Platform &#8211; Software allowing websites to sell ad inventory programmatically and receive payment for it. Often referred to as ad exchanges.\u00a0<\/span>\n\n<b>VAST<\/b><span style=\"font-weight: 400;\"> &#8211; Video Ad Serving Template &#8211; A <\/span>template that passes a video creative and its information to a <a href=\"https:\/\/www.mediavine.com\/video-player-unification\/\">video player<\/a>. This includes the creative file location, any measurements, length of the ad and other details so the video can play the ad.\n\n<strong>Viewability<\/strong> &#8211; Advertisers always look for ways to show that their investment is paying off. One of these metrics is viewability, which measures what it sounds like. But do you gauge <a href=\"https:\/\/www.mediavine.com\/ad-viewability-the-why-and-how-to-make-your-ads-more-viewable\/\">ad viewability<\/a>? Follow the link for a lengthy explanation, but the general rule of thumb is that for an ad to be considered \u201cviewed\u201d, at least 50% of it needs to be seen by a user for at least one second.\n\n<strong>Views<\/strong> &#8211; The number of times a video or page was seen on your website. In the case of page views, this number can be artificially inflated and inconsistent when assessing revenue, which is why sessions (see above) are the metric of choice among the <a href=\"https:\/\/www.mediavine.com\/mediavine-requirements-why-our-application-process-yields-the-best-results\/\">Mediavine application requirements<\/a>.\n\n<b>VPAID<\/b><span style=\"font-weight: 400;\"> &#8211; Video Player Ad-serving Interface Definition &#8211; Similar to VAST, this is a script that gives the video player information about which ad to play, how long the ad should play and where it should play. However, VPAID comes with more control over clickable areas on the ad, how ads show up in different locations and allows for better measurement.<\/span>\n\nFor more general information about digital advertising that you can use at cocktail parties, check out our roundup post on <a href=\"https:\/\/www.mediavine.com\/an-introduction-to-ads\/\">how ads work<\/a> and my 2-part <a href=\"https:\/\/www.mediavine.com\/short-history-digital-advertising\/\">history of digital advertising<\/a>.<\/section>\r\n\r\n\r\n\r\n<section class=\"wp-block-group has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-09aec4f2 wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--40);padding-top:var(--wp--preset--spacing--50);padding-right:0;padding-bottom:var(--wp--preset--spacing--60)\">\r\n<p class=\"is-style-small is-style-small--3\">About the author<\/p>\r\n\r\n\r\n<div style=\"margin-top:var(--wp--preset--spacing--20);\" class=\"wp-block-post-author\"><div class=\"wp-block-post-author__avatar\"><img alt='' src='https:\/\/secure.gravatar.com\/avatar\/5dc89811c27bc836a11732eec5d16df89a52d59fc99df4b959d6334d72869df9?s=96&#038;d=blank&#038;r=g' srcset='https:\/\/secure.gravatar.com\/avatar\/5dc89811c27bc836a11732eec5d16df89a52d59fc99df4b959d6334d72869df9?s=192&#038;d=blank&#038;r=g 2x' class='avatar avatar-96 photo' height='96' width='96' \/><\/div><div class=\"wp-block-post-author__content\"><p class=\"wp-block-post-author__name\"><a href=\"https:\/\/www.mediavine.com\/blog\/author\/brad\/\" target=\"_self\">Brad Hagmann<\/a><\/p><p class=\"wp-block-post-author__bio\"><\/p><\/div><\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-7c04bf6b wp-block-group-is-layout-constrained\" style=\"margin-top:0\">\r\n<p 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7.3975 9.131125 7.3878594 8.953125 7.3808594 C 8.808125 7.3748594 8.6425625 7.375 8.4765625 7.375 z\"><\/path><\/svg>\t\t<span class=\"wp-block-outermost-social-sharing-link-label screen-reader-text\">\n\t\t\tShare on WhatsApp\t\t<\/span>\n\t<\/a>\n<\/li>\n<\/ul>\r\n<\/div>\r\n<\/section>\r\n<\/article>\r\n\r\n\r\n\r\n<aside class=\"wp-block-group aligngrid  is-animated-on-scroll-25 tribe-animation-type-fade-in tribe-animation-direction-bottom is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:var(--wp--preset--spacing--40);margin-bottom:0;padding-top:var(--wp--preset--spacing--60);padding-bottom:var(--wp--preset--spacing--50);--tribe-animation-speed:0.6s;--tribe-animation-offset:50px;--tribe-animation-delay:0s;--tribe-animation-easing:var(--easing--ease-out-sine)\">\r\n<h2 class=\"wp-block-heading is-style-small is-style-small--5\" id=\"h-related-posts\" style=\"margin-top:0;margin-bottom:var(--wp--preset--spacing--40)\">Related Posts<\/h2>\r\n\r\n\r\n<div style=\"margin-bottom:0;\" class=\"b-related-posts b-related-posts--layout-grid  wp-block-tribe-related-posts\">\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1024x576.png 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-320x180.png 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-768x432.png 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1536x864.png 1536w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-680x383.png 680w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image-1280x720.png 1280w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/02\/why-ecpms-featured-image.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">6 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 21, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 This article was updated on January 21, 2026, to reflect the 2026 eCPM calendar. If you\u2019ve ever looked at your dashboard and thought, \u201cWhat just happened?\u201d You\u2019re not alone. eCPMs move seasonally. Sometimes dramatically. And while it can feel random in the moment, those swings usually have very little to do&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/best-ecpm-days\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Why eCPMs Rise and Fall Throughout the Year (And How to Work With It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"711\" height=\"533\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3.png 711w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2026\/01\/Blog-Images-Kendall-2-edited-3-320x240.png 320w\" sizes=\"auto, (max-width: 711px) 100vw, 711px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">What to Expect From eCPMs in Q1 (And How to Plan for It)<\/h3>\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata-readtime\">5 minutes<\/p>\n\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">Brad Hagmann<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jan 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog 4 min read \u2022 \u2022 Q1 has a reputation. For many publishers, it\u2019s the quarter where eCPMs cool off, dashboards look less exciting, and questions start popping up fast. Is something wrong? Did I miss something? Should I be worried? Short answer: probably not. Q1 behaves the way it does for reasons&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/what-to-expect-from-ecpms-in-q1-and-how-to-plan-for-it\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about What to Expect From eCPMs in Q1 (And How to Plan for It)\"><\/a>\n<\/article>\n\t\t\t\t\t<article class=\"c-post-card c-post-card__layout-vertical\">\n\t<div class=\"c-post-card__inner\">\n\t\t\t\t\t<div class=\"c-post-card__image aspect-ratio-cover aspect-ratio-3-2\">\n\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1024x512.jpg 1024w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-320x160.jpg 320w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-768x384.jpg 768w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1170x585.jpg 1170w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-800x400.jpg 800w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-569x285.jpg 569w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-960x480.jpg 960w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03-1080x540.jpg 1080w, https:\/\/www.mediavine.com\/wp-content\/uploads\/2025\/06\/mediavine-cmp-implementation-blog-03.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/>\t\t\t<\/div>\n\t\t\t\t<div class=\"c-post-card__content\">\n\t\t\t\t\t\t\t<p class=\"c-post-card__primary-category t-category\">Advertising<\/p>\n\t\t\t\t\t\t<h3 class=\"c-post-card__title t-display-xx-small t-transparent-underline\">Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers<\/h3>\t\t\t\t\t\t\t\t\t\t\t<p class=\"c-post-card__metadata\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-author t-body-small\">The Mediavine Team<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-separator t-body-small\">\u2022<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"c-post-card__metadata-date t-body-small\">Jun 2, 2025<\/span>\n\t\t\t\t\t\t\t\t\t<\/p>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<p class=\"c-post-card__excerpt\">Back to Blog \u2022 As the digital advertising landscape evolves, the need for effective data management and compliance has never been more critical. As part of our commitment to providing exceptional solutions for our publishers, Mediavine is excited to announce our partnership with CONSENTMANAGER, a third-party Consent Management Platform (CMP).&nbsp; As a part of this&#8230;<\/p>\n\t\t\t<\/div>\n\t<a href=\"https:\/\/www.mediavine.com\/blog\/mediavines-cmp-moves-to-consentmanager\/\" class=\"c-post-card__link-overlay\" aria-label=\"Read more about Mediavine&#8217;s CMP Moves to CONSENTMANAGER: Unlocking Enhanced Compliance and Revenue Opportunities for Publishers\"><\/a>\n<\/article>\n\t<\/div>\n<\/aside>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Back to Blog \u2022 What&#8217;s in a name? A lot of things, and when it comes to Mediavine&#8217;s ad tech and online advertising in general, there are a lot of names &#8211; and abbreviations, acronyms and terms. That term you heard describing that ad unit we&#8217;re working on? That acronym for the thing you saw&#8230;<\/p>\n","protected":false},"author":44454,"featured_media":21696,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_searchwp_excluded":"","footnotes":""},"categories":[14],"tags":[],"audience_post":[],"class_list":["post-14119","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ad Tech Glossary - Mediavine<\/title>\n<meta name=\"description\" content=\"Ever wonder what that term you heard describing that ad unit means? That acronym you&#039;ve seen us use on Facebook? It&#039;s probably listed here.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediavine.com\/blog\/ad-tech-glossary\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ad Tech Glossary\" \/>\n<meta property=\"og:description\" content=\"Ever wonder what that term you heard describing that ad unit means? That acronym you&#039;ve seen us use on Facebook? It&#039;s probably listed here.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediavine.com\/blog\/ad-tech-glossary\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediavine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediavinepublishernetwork\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-10-31T17:02:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-10-04T14:52:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2019\/02\/google-search.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"533\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Brad Hagmann\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mediavine\" \/>\n<meta name=\"twitter:site\" content=\"@mediavine\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Brad Hagmann\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/ad-tech-glossary\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/ad-tech-glossary\/\"},\"author\":{\"name\":\"Brad Hagmann\",\"@id\":\"https:\/\/www.mediavine.com\/#\/schema\/person\/e2f424fb3745b5aeec4851a43ad99807\"},\"headline\":\"Ad Tech Glossary\",\"datePublished\":\"2019-10-31T17:02:41+00:00\",\"dateModified\":\"2024-10-04T14:52:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/ad-tech-glossary\/\"},\"wordCount\":1557,\"publisher\":{\"@id\":\"https:\/\/www.mediavine.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/ad-tech-glossary\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-05.jpg\",\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mediavine.com\/blog\/ad-tech-glossary\/\",\"url\":\"https:\/\/www.mediavine.com\/blog\/ad-tech-glossary\/\",\"name\":\"Ad Tech Glossary - Mediavine\",\"isPartOf\":{\"@id\":\"https:\/\/www.mediavine.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/ad-tech-glossary\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.mediavine.com\/blog\/ad-tech-glossary\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mediavine.com\/wp-content\/uploads\/2020\/08\/mediavine-05.jpg\",\"datePublished\":\"2019-10-31T17:02:41+00:00\",\"dateModified\":\"2024-10-04T14:52:14+00:00\",\"description\":\"Ever wonder what that term you heard describing that ad unit means? 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