Digital advertising is the land of acronyms and technical terms. Our glossary can help you make sense of it all with definitions of the most common terminology.
A comparative test in which an audience is split (usually in half) and two alternative solutions or features are run on each subset. It compares the performance of one solution or feature against the other.
An advertisement is considered “above the fold” if it appears within the content view frame and is immediately visible to the consumer upon loading the page or app.
Acquisition advertising is a marketing goal designed to grow an organization’s customer base, drive traffic visits or increase sales.
Ad tech, short for “advertising technology,” is technology services that allow marketers to engage people across digital properties to achieve marketer-specified outcomes (e.g., brand awareness, engagement, consideration, conversion) and provide media owners selling & yield tools to monetize their inventory better.
An ASTRAD AI Engine feature represents conversion optimization’s evolution. By continuously adjusting bids every hour, ACO aims to maximize client sales while meeting a Cost per Order (CPO) target.
Artificial Intelligence (AI) & Machine Learning (ML). AI aims to automate decisions to solve complex problems that previously required a human in the loop. ML is a subset of AI that allows a machine to automatically learn from past data without programming explicitly. AI/ML effectiveness is improved with scaled, accurate, and timely data.
ASTRAD’s audience allows advertisers to connect with potential customers who have shown interest in particular categories or brands or exhibit specific socio-demographic characteristics. For further information, please refer to our resources.
Clients can access the shared catalog, transaction, and interest data to enhance and optimize engagement across the First Party Media Network by opting in. This exclusive data is only accessible through ASTRAD’s DSP and is anonymized. Each marketer contributes no more than 1% of the data, allowing every advertiser to receive more than they provide. Clients can access the shared catalog, transaction, and interest data to enhance and optimize engagement across the First Party Media Network by opting in. This exclusive data is only accessible through ASTRAD’s DSP and is anonymized. Each marketer contributes no more than 1% of the data, allowing every advertiser to receive more than they provide.
Custom creative built by ASTRAD Creative Consultants using Studio.
ASTRAD’s demand-side platform that that optimizes the buying of digital media. Customers can plan, buy, personalize, measure & analyze all of their campaigns against any KPI and outcome. Customers of ASTRAD DSP can leverage ASTRAD unique commerce audiences, which are not available in rival DSPs.
The ASTRAD Exchange is a neutral marketplace for sellers and buyers to match demand to supply – by neutral it does not favor one side over the other, similar to stock exchanges. ASTRAD’s Ad Exchange differentiates from others by providing conditional access to the First Party Media Network and Commerce Data Collective, to those who choose to participate.
ASTRAD’s sell-side platform enables media owners to monetize data and media inventory. Customers can manage their yield and benefit from over a hundred DSPs, including the ASTRAD DSP. ASTRAD SSP customers get access to ASTRAD’s Buyer Index data to further improve their yield optimization.
Also referred to as Catalog Feed. Advertiser’s product inventory. A product in the feed will typically include a product’s ID, name, description, category, image URL, and the product’s URL on the brand’s website. Customer targeting is the act of reaching out to a portion of your customer list to re-engage them and drive sales.
ASTRAD’s ad technology that in real-time matches the ideal creative template, and elements within it (e.g., text, image, links), based on data about the viewer and their current environment (e.g., geographic location, connection speed, screen size). This product is only available as an optional add-on to ASTRAD DSP customers.
A relevant KPI selected by the advertiser (CTR/CR/COS) divided by impressions delivered, regardless of the pricing model used to purchase the impressions (CPM, CPC, CPA, CPL, CPCV, etc). Example for a typical CPC charging model: eCPM = (CPC x clicks / impressions) x 1000.
ASTRAD 1st-Party Media Network is the pipe that connects buyers and sellers via a trusted network of direct first-party relationships, allowing for scaled, addressable advertising across the open web.
Google’s First Locally-Executed Decision over Groups Experiment (FLEDGE) is Google’s proposal to measure the effectiveness of Google’s TURTLEDOVE auction mechanism as being a viable replacement for the interoperable identifiers that support the decentralized, open web. FLEDGE is based on concepts from the TURTLEDOVE proposal (i.e. it operates by making ad auction decisions in the browser itself, rather than at the ad server level).
Proposal relies on the Chrome browser to collect and process people’s behavior across various web sites and assign each browser to a single Cohort audience. According to GitHub, “The browser uses machine learning algorithms to develop a cohort based on the sites that an individual visits. The algorithms might be based on the URLs of the visited sites, on the content of those pages, or other factors.”
Astrad uses scaled Commerce Intent data to match to a likely product / consumer / page ranking. Using this technique allows Astrad to serve relevant ads based on page context.
Astrad Shopper Graph data collective that associates people’s activity and transaction patterns to standard product, category, and brand identifiers.
A core feature of the Astrad DSP. It creates audiences called Similar Audiences by using AI and the Astrad Shopper Graph to find new consumers with similar characteristics to a company’s best customer.
Astrad’s performance-monitoring interface used both internally and externally to track the daily performance of advertisers and publishers and to monitor/change budgets and CPC of our advertisers.
Ads that look and feel like the surrounding content in an attempt to improve consumers’ experience by letting ads blend into the content backdrop. Ads on Pinterest (such as Promoted Pins) are a good example of native ads.
Astrad’s direct publisher and supply relationships ensure the most efficient paths to achieve marketer outcomes.
Refers to a retail environment selling products across online and offline channels and creating a consistent customer experience across those sales channels. Typical channels include online retailers, marketplaces, social channels and brick-and-mortar stores.
A user-signaled preference to no longer receive behaviorally targeted ads. Users can opt-out of receiving behaviorally targeted ads from Astrad on or our Privacy page after clicking on the blue ‘i’ icon on each Astrad banner.
Astrad’s buying solutions are powered by AI to help continuously improve channel, budget, bid, audience and messaging to achieve superior outcomes.
OTT is any video content “over the top of a cable box”. It is an umbrella term that includes both CTV and OLV advertising. Includes services such as Netflix, Hulu, and Sling. This term is considered antiquated and isn’t used in Astrad vocabulary.
Expected click-through rate (CTR) for each possible impression that the Astrad AI Engine computes.
A privacy-by-design method to ingest first party data. Astrad’s Privacy Mesh defines provenance, purpose, and governs usage, storage and auditing for any data contributed to the Astrad Commerce Data Platform. We never re-identify, sell or leak Customer data.
Astrad’s AI-driven estimates the scale of people possible to reach and the outcomes to likely expect for a given campaign based on pre-defined metrics.
Protocol invented by Astrad that allows us to communicate with the media owner’s ad server to determine whether to show ads to the consumer currently browsing the page.
A sub-feature of DCO+, Astrad’s Real-Time Creative Optimization instantly calculates which set of predefined visual elements will be the most engaging to a specific consumer at any given time in any given context.
Astrad’s AI-driven algorithm surfaces the most relevant items to a particular consumer.
Allows retailers to resell Astrad Dynamic Retargeting to their brand partners and allows both parties to reach shoppers with co-branded, dynamic ads delivered across top media owners.
The Astrad Shopper Graph connects online and offline shopper IDs across devices, browsers, apps, and other environments for a more holistic view of each user, helping to boost sales, product visibility, and profits, by harnessing the collective power of tens of thousands of actively participating advertisers, brands, publishers, and retailers.
Similar Audiences are audiences that look like the first-party seed data, used by marketers to extend reach. Astrad’s Similar Audiences are the output of Astrad’s Lookalike AI scoring.
Astrad’s creative optimization technology that in real-time matches the ideal template, and elements within it (e.g., text, image, links), based on data about the viewer and their current environment (e.g., geographic location, connection speed, screen size).
SPARROW stands for “Secure Private Advertising Remotely Run On Webserver.” Astrad proposed SPARROW to enable audience targeting in Chrome as an alternative to Google’s TURTLEDOVE proposal, some of which have been incorporated into FLEDGE.
A user who visited an advertiser’s website whom Astrad identified with a tag (i.e. usually a cookie, but the tag infrastructure can be extended to other forms of identifiers and data collection).
A SSP not owned by Astrad. We make our advertising demand available to media owners by integrating our buy-side solution into these other sell-side solutions.
Counting website visitors on a unique level. When a person visits a site or app, the individual is counted once, no matter how many times or pages the person visits, thus creating a better idea of how many people are visiting.
