PERIODIC TABLE OF PROGRAMMATIC Targeting and optimization elements
1
Pu
Publisher
A publisher can be an app, website or OOH space, that offers advertising space to advertisers so they can show ads to its audience.
2
Rh
Reach
Optimize frequency and CPM to reach the maximum number of unique users
3
X
Exchange
A technology platform that facilitates real-time buying and selling of ad impressions programmatically.
4
Ap
In-App
Inventory available inside mobile apps.
5
Us
Auto Shopper
Audiences in-market for vehicle.
6
Ut
Auto Shopper Type
Audiences grouped by in-market car type.
7
Ar
Architecture
Audiences interested in architecture.
8
Ac
Arts and Culture
Audiences interested in Art and Culture.
9
Am
Automobiles
Audiences interested on automobile related content.
10
Cl
Clicks
Optimize CTR to maxmize the number of clicks on the defined budget
11
Ch
Channel
A Channel is commonly used by Ad Networks to define a set of publishers grouped by category, affinity or geo-location
12
Op
13
Re
Real Estate
In-Market for Real Estate.
14
Ob
Online Buyer
Audiences who have bought online in the past
15
Ce
Celebrations
Audiences interested in religious or social celebrations.
16
St
Sports
Audiences interested in sports related content.
17
En
Education
Audiences interested in contented related to Education.
18
Ld
Leads
Optimize Conversion Rates to maximize the number of leads acquired
19
O
Open Marketplace
The Open Marketplace is all the inventory available programmatically without the need to a special deal.
20
W
Web
Inventory available on web browsers, be it on mobile or desktop.
21
Dk
Desktop
Advertising delivered to users con desktop and laptop computers.
22
Cd
Campaign Dates
Dates when the campaign is live.
23
Bd
Bid
Max Bid for impressions.
24
Ct
Country
Country where the ad was delivered or targted.
25
Rg
Region
DSP defined region inside a territory
26
V
Video
Video ad format delivered to the user on in-stream or outstream placements.
27
Df
First Party Data
Any data gathered and owned by a company. First party data might include names, addresses, email addresses, or behavioral data gathered by the company.
28
Ds
Second Party Data
Data purchased directly from the company that owns it.
29
Dt
Third Party Data
Data that can be purchased by advertisers from a data provider and used for targeted advertising. Data providerssell data on demographics, like gender or income, so advertisers can target their outreach to their desired audience.
30
Dw
Downloader
Audiences who activaly download music, movies or software.
31
Be
Beauty
2
8
18
3
32
Ho
Home
Audiences interested in home decoration, furniture and construction.
33
Hf
Home Family
Audiences who live in family homes.
34
Og
Online Games
Audiences interested in Online Games.
35
Ly
Lifestyle
Audiences interested in content related to Lifestyle.
36
I
Installs
Optimize Install Rate to maximize the number of app installs
37
Pm
Premium Marketplace
A Premium Marketplace is a private deal defined with inventory of specific publishers commonly not available through the Open Marketplace.
38
Mo
Mobile
Advertising delivered to users on mobile devices, specially mobile phones.
39
Tb
Tablet
Advertising delivered to users on tablet devices.
40
Fc
Frequency Cap
The maximum numbers of impressions a user will receive on a specific amount of time.
41
Dy
Day of Week
Day of week where ad was delivered or targeted.
42
Zp
Zip Code
Zip Code usually is translated into lat/long coordinates where the ad is targeted or delivered.
43
D
Display
Static or dynamic banner ad.
44
Na
Native
Ad units that adapt to each publisher editorial layout.
45
Ag
Age Group
Audiences within a specific age range.
46
Gn
Gender
Gender of the targeted audience.
47
Cc
48
Cp
Child Products
Baby product shoppers.
49
Hh
Health
Health product shoppers.
50
Pt
Pets
Audiences in-market for pet health and nutrition products.
51
My
Maternity
Audiences interested in maternity issues.
52
Fb
Fashion
Audiences interested in Fashion related content.
53
Vw
Video Viewers
Audiences who actively watch videos onlines.
54
Vs
Views
Optimize video completion rates to maximize the number of reproductions
55
Pp
PMP
A Private Deal negotiated between a buyer and seller to access specific inventory not necessarily available through the Open Market. A deal can involve priority negotiation of priority and floor prices.
56
Tv
TV
Advertising delivered to users on users on connected TVs.
57
Cx
Contextual
Contextual targeting allows advertisers to reach users who are consuming a specific type of content. Contextual Data vendors usually offer keyword or theme base targeting.
58
Pa
Pacing
Pace on where the campaign will be delivered. Most of the time options include Even, ASAP or No Cap.
59
Ti
Time of Day
Specific hour when when the ad was delivered or targeted.
60
Dm
DMA
Designated market area where the population can receive the same (or similar) content.
61
Rm
Rich Media
Ad usually built in HTML5 that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content.
62
Au
Audio
Audio ads that can be used as pre-roll or mid-roll on audio publishers like music and radio streaming apps and podcasts.
63
Cs
Creative Size
Dimensions of the ad unit.
64
Et
Ethnic
Ethnic group of the targeted audience.
65
Tm
Tourism
Audiences in-market for tourism products.
66
Vg
Video Games
Video games buyers.
67
Ot
Other
68
Hl
Healthy Life
Audiences interested in nutrition, wellness and healthy life.
69
Tt
Travel
Audiences interested in Travel content and publications.
70
B
Business
Audiences interested in business and finance content.
71
Or
Other
Other interests.
72
Eg
Engagement
Optimize engagement rates on rich media ad units
73
Pe
Programmatic Guaranteed
Similar to a traditional media buy, in a Programmatic Guaranteed transactions both buyers and sellers agree on a fixed media buy for a specific number of impressions at a specific rate.
74
Oh
Out-of-home
Similar to a traditional media buy, in a Programmatic Guaranteed transactions both buyers and sellers agree on a fixed media buy for a specific number of impressions at a specific rate.
75
Vw
Viewability
% of impressions that qualify as Viewable according to IAB standards. It can be verified on reporting or targeted using pre-bid filters.
76
Bs
Brand Safety
% of impressions that appeared on Brand Safe pages. It can be verified on reporting or targeted using pre-bid brand safety filters.
77
Br
Browser
Type of browser where the ad was delivered or targeted.
78
Is
ISP
Internet Service Provider used by the user.
79
Li
Lat/Long
Geo-location where the ad was delivered or targeted. Geo targeting usually includes a series of datapoints that describies a specific region.
80
Cf
Creative Format
Type of ad unit that is served to the users. Such as display banner, video or audio spot.
81
Co
Creative Concept
Concept is usually used to group an ad set according to its message or goal.
