Archives Categories Meta

About Us

Symmetriq is an end-to-end SaaS-based Omni Channel Revenue Management Platform for media publishers.

Contact Info

21 Dr. Nair Rd, T-Nagar, Chennai 600017


[email protected]


blog image

Everything you need to know or learn about the Ad Tech industry

  • Advertisement  An audio, visual, or textual form of information (creative), displayed within the app or on the website, the purpose of which is promoting a product/service or company’s brand. The ad is the main tool of advertising process the ultimate aim of which is reaching a potentially interested audience, willing to buy the product


  • Adtech  The term ‘ad tech’ refers to Advertisement Technology, which involves all means of digital advertising methods including digital banners, search ads, etc. It also involves the back-end systems such as analytics, ad servers, marketing platforms, etc which helps target your advertisements to the right audience.


  • Advertiser  An organization or individual is someone who pays for their service or product to be advertised to their target customers.


  • Publisher  An publisher can be an individual or an organization that gets paid for promoting advertiser’s content on a website.


  • Ad Formats – The size and format of the ads that are displayed on publishers’ websites. There are different formats and they each support different types of ads, including text, images, or videos – as well as the number of individual ads displayed.


  • Ad Campaign  An advertising strategy carried out across multiple channels to achieve a specific objective such as brand awareness. The advertisements within the campaign generally contain a single idea or theme.


  • Ad Agency  An ad agency, also known as an advertising agency or creative agency, is a company that specializes in planning, creating, and managing advertisements and often deals with other methods of marketing and promotion.


  • Ad Exchange  An online marketplace where publishers and advertisers trade ad inventory. It is an online platform that involves publishers offering their ad space inventory for sale. For advertisers, it serves as an online marketplace for buying on ad inventory.


  • Ad Impression  The moment of showing an advertisement to the target visitor that takes place when the user visits the publisher’s website and is counted each time the creative is downloaded on the device.


  • First-Party Data  Information that organizations collect about their customers or audience from their own sources. (ie. Website, CRM, etc.)


  • Third-party data  A collection and aggregation of user behaviour data and demographic information collected by data processors, who do not have direct relationships with consumers. Third-party data is sold to advertisers for more focused targeting.


  • Direct Sales  Inventory sold by a publisher directly through their sales team.


  • Media Buying  The purchasing of media space and time for displaying ad creatives. Includes both digital (ie. display), traditional media (ie. TV), Over The Top (OTT)(ie Hulu), Print/Magazine, Radio & Out Of Home (OOH).


  • Ad Operations  The team and process that aid in the sales and delivery of online advertising. Specifically, the process and systems that sell, input, serve, target, and report on digital ad campaigns.


  • Programmatic Advertising  The automated buying and selling of online advertising. In essence, programmatic advertising means that technological platforms replace human negotiations to purchase ads that happen in real-time. 


  • Dynamic Pricing – The practice of publishers dynamically changing the price of their inventory in step with market demand.


  • Ad Network  The entity that works as a traffic aggregator and provides the traffic from the publishers to advertisers, facilitating the selling process of the ad inventory


  • Ad Server  A platform that ensures delivering and storing of digital advertisements, submitting a particular ad to the visitor’s browser or the mobile app.

  • Ad Request – The request made to an ad server to display an advertisement.


  • Ad Slot – Refers to a space in an app that has been reserved for the advertisement.


  • Ad Tag – An ad tag is a piece of HTML or javascript that is placed on the web page to get an ad from the server. 


  • Ad Verification – A system designed for advertisement verification and testing, it confirms that ads are displayed in the right place where they were predefined by advertisers, the system also controls the quality of placement and display.


  • Trading Desk – A service, which centralizes in one interface all the functions necessary for digital ad purchasing.


  • Audience Extension – A process performed with the help of certain tools that help to extend the relevant audience the advertiser wants to target.


  • Click-Through Rate (CTR) – A ratio that shows how often people who view your ad end up clicking it. Further, CTR is calculated by dividing the number of times your ad is shown (impressions) by the number of clicks your ad received.


  • Cost-Per-Thousand (CPM) – The CPM refers to advertising bought on the basis of impressions. In essence, CPM refers to the cost incurred for one thousand impressions.


  • Cost Per Action (CPA) – The average cost of a single conversion (meaning any desired action by a user) during a marketing campaign.


  • Display Advertising – A form of advertising specifically for websites to deliver general adverts and brand messages to site visitors. It includes many different formats containing features such as text, images, Flash, video, and audio.


  • Data Management Platform (DMP) – A centralized system that is used for collecting and analyzing large sets of data coming from different sources. The system collect first, second, and third-party data, allowing businesses to gain invaluable insights into their customers.


  • Yield Management – An approach used in digital advertising aimed at maximizing website publishers’ overall revenue by finding the best possible supply allocation (inventory) to sell to demand-side sources.


  • Demand Side Platform (DSP) – A demand-side platform is a software used by advertisers to buy mobile, search, video, and display ads. These platforms allow for the management of advertising across many real-time bidding networks as opposed to just one like Google Ads or App Nexus etc. 


  • Supply-Side Platform (SSP) – A type of automated software that enables publishers to sell display, video, and mobile ad impressions, in the most cost-effective and convenient manner. An SSP allows publishers to access a large group of interested buyers, which may include ad networks, ad exchanges, and DSPs. 


  • Audience Targeting –The practice of analyzing and planning who will be the most effective audience to see your ad and then targeting them accordingly as part of your brand positioning.


  • Brand Safety – The technology used to prevent ads from appearing in any inappropriate context on a publisher’s site, which might unwittingly cause harm to the brand’s reputation or image.


  • Viewability – The degree by which a digital advertisement has been viewed on-screen by consumers. (The Media Ratings Council (MRC) defines a video ad as viewable only if half of it is visible onscreen for two consecutive seconds at least).


  • Out Of Home Advertising (OOH) – Advertising that focuses on reaching consumers while they are out and about in the public space. 


  • OTT – OTT stands for “Over-The-Top” audio or video content that is delivered over the Internet without users needing to subscribe to a traditional satellite pay-TV or cable service.


  • Native advertising – A form of paid or brand-sponsored advertising that matches the natural form and function of the website on which it appears. 


  • Private Marketplace (PMP) – A private marketplace is where high-quality, reputable publishers offer their ad inventory to a hand-picked group of advertisers. Publishers have more control over the types of buyers, advertisers, and creatives that will be shown on their media properties.


  • Programmatic TV – An automated method to buy and sell ads on TV that is driven by audience-based data. This method allows marketers to rely on audience data instead of the usual show ratings to determine where to place their ads to reach more specific target audiences.


  • Premium Inventory – Ad impression which is in high demand and gives the advertiser the highest possible ROI.


  • Remnant Inventory – A publisher’s non-premium inventory that is typically sold at a discounted rate by a third party.


  • Ad Fraud – Intentionally serving ads that will not be seen by human users. Instead, Automated bots (or robots) cause computers to click on ads, thereby requiring advertisers to pay for a click-through or ad impression, even though it was never seen by humans.


  • eCPM – Effective Cost per Mille (thousand) – The cost of ad inventory based on the impressions that were actually displayed. A mathematical process of calculating a publisher’s CPM from different methods such as CPC. Generally performed by publishers who have buyers using both CPM and CPC. By calculating an eCPM they can better manage yield optimization. The eCPM calculation is: cost/(impressions delivered/1000).


  • Ad Integration The technical process of defining and making available ad slots within a publisher’s site or app


  • Fill Rate – The percentage of ad requests that are filled with ads


  • Frequency Capping – The practice of managing the number of times a user views a specific ad creative.


  • Open RTB – A project started in November 2010 by the IAB to develop an API specification for companies interested in an open protocol for the automated trading of digital media across a broader range of platforms, devices, and advertising solutions.


  • Pre-roll – The streaming of a mobile advertising clip prior to a mobile TV/video clip. The mobile ad is usually 10-15 seconds in length

Leave A Comment