Index

A

Ad Group

ads.txt Application bundle

B

Bid request

Bid response Buying strategy

C

Campaign Click-Through Rate (or CTR) Context categories Conversion Conversion rate

Cookie Cost per action (or CPA) Cost per click (or CPC) Cost per mille (or CPM) Creative

D

Data augmentation

Deal ID

F

First-party data Flight

Fraud Frequency capping

H

Header Bidding

I

Impression

Inventory

L

Line item

M

Media cost

N

Native

Node

O

Optimization

Optimization engine

P

Pixel Post-view conversions

Prediction engine Programmatic guaranteed Publisher

Q

Queries per second (or QPS)

R

Retargeting

RMS protocol

S

Segment

Segment recency SFTP

T

Third-party data

U

Unauthorized sellers

V

VAST	Viewability

W

Win Rate