Demand-Side Platform
Software that lets advertisers buy ad inventory across many exchanges programmatically, in real time, from a single interface.
Reference
AdTech & programmatic glossary
Plain-English definitions of the programmatic advertising terms buyers and publishers use every day.
Supply-Side Platform
Software that lets publishers sell inventory programmatically and connect it to multiple demand sources to maximise yield.
Data Management Platform
A system that collects, organises and segments (mostly third-party) audience data for targeting — increasingly replaced by CDPs.
Customer Data Platform
Unifies first-, second- and third-party data into persistent customer profiles that can be segmented and activated across channels. Pixiflux's DB360 is a CDP.
Ad Exchange
A digital marketplace where advertisers and publishers buy and sell ad impressions via real-time auctions.
Real-Time Bidding
The auction mechanism where impressions are bought and sold in the milliseconds a page loads.
Private Marketplace
An invite-only programmatic marketplace where curated publishers sell premium inventory to selected buyers through preferred deals and private auctions.
Programmatic Guaranteed
A fixed-price, reserved deal executed through programmatic pipes — guaranteed inventory and delivery, without an auction.
Preferred Deal
A non-guaranteed deal at a fixed price that gives one buyer first look at inventory before it goes to auction.
Deal ID
A unique identifier that connects a negotiated deal between buyer and seller so it can be activated in a DSP.
Header Bidding
A technique that lets publishers offer inventory to multiple demand sources simultaneously before calling their ad server, raising yield.
Supply Path Optimization
Choosing the most direct, efficient and transparent route to buy a given impression — fewer hops, lower fees, cleaner supply.
Cost Per Mille
The cost of one thousand ad impressions — the standard pricing unit in display and programmatic.
Viewability
A measure of whether an ad had the opportunity to be seen (e.g. 50% of pixels in view for one second) rather than merely served.
Brand Safety
Practices and controls that keep ads away from harmful or unsuitable content that could damage a brand.
Contextual Targeting
Targeting ads based on the content of the page rather than personal data — a privacy-durable approach in a cookieless world.
First-Party Data
Data a company collects directly from its own audience — the most valuable and privacy-durable data asset in advertising.
Lookalike Audience
A new audience modelled to resemble an existing high-value segment, used to scale reach efficiently.
Connected TV
Advertising delivered through internet-connected televisions and streaming apps — one of the fastest-growing programmatic channels.
Dynamic Creative Optimization
Technology that assembles and personalises ad creative in real time based on audience, context and performance signals.
Put these into practice with Pixiflux
DB360, PMP and PG bring data, curated deals and guaranteed inventory together in one platform.
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