Programmatic glossary

Traffic (Inventory)

Inventory, traffic, impressions - this is the volume of page views of a website that is formed when users open the site and its pages on the Internet.

Supply Side Platform (SSP)

Software or technology platform that allows publishers and inventory owners —
the sellers — to sell their digital advertising inventory in an automated fashion.

Demand Side Platform (DSP)

Software or technology platform that enables the buyers (advertisers,
agencies etc.) to identify available digital advertising inventory and buy it
through the use of automation.

Data Management Platform (DMP)

Software or technology that collects, houses, and sorts information. Buyers and
sellers use this data to inform their digital transactions and business practices.

Advertising impression (creative)

An advertisement (ad impression) (e.g. banner, video, audio, native, article and other ad formats) is a certain material that is displayed to user in order to advertise him some product or service.

Real-time bidding (RTB)

This is a real-time auction that occurs between a DSP and SSP, where multiple
traders bid on an impression offer via an SSP through their DSP of choice.
The trader who is willing to pay the highest price wins the auction and their
brands ad is served.

OpenRTB protocol

OpenRTB (Real Time Bidding) protocol is a standard for data exchanging between platforms during the programmatic buying or selling ad inventory (between DSP, SSP, DMP). This protocol is designed to standardize messaging formats between these components and provide the required exchange rate for a real-time auction.

Bid request

A bid request occurs in real-time bidding environments. A SSP platform will send a signal out to a DSP indicating that they have an impression for sale, along with the details about that impression.

Bid response

A bid response occurs in real-time bidding environments. A DSP platform will respond to a bid request signal sent out by an SSP with a price, and possibly creative specs.

Ad Network

An Ad Network is a set of websites, applications, or other resources that collectively form an SSP with the aim of further selling their inventory using programmatic technology to DSP platforms.


A set of various parameters that can be used to select the audience by interests. It should be determined who would see advertisment. Standard targeting (for example: gender, age, geo) and specific targeting can be used for more accurately user selecting for any specific topic. For example: how often people travel (travel segment) or what type of food they prefer (meat or vegetarians) and so on.

Audience Segments

Data sets united in one group according to some specific criteria. Audience segments are formed for targeting of advertisements to groups of people united by one or another attribute.


Software-as-a-Service (SaaS) is a service distribution model where a user is charged for subscribing to a specific type of service.


Platform-as-a-Service (PaaS) is a service distribution model in which fees are not charged for a specific service, but for the use of a platform that allows you to provide a certain type of service.

First-party data

This is any user data collected by a company (project) directly from its customers. A company provides services to customers and collects user data (if it is allowed by certain user), store and use data in the future. The rules for collection, storage and usage have to be determined by the user agreement (Privacy Policy). As soon as a company collects user data (usually this data is needed to provide a service or to sell goods), a company becomes the owner of First-party data. If anonymized data is transferred to a third party (for example, to a third-party DMP to form audience segments), then for a third party this data becomes Third-party data.