Adtech and programmatic advertising—glossary
Adtech and programmatic advertising—glossary

The following TMT practice note provides comprehensive and up to date legal information covering:

  • Adtech and programmatic advertising—glossary
  • Ad
  • Ad campaign
  • Ad exchange
  • Ad fraud
  • Ad inventory
  • Ad networks
  • Ad request
  • Ad serving
  • Ad slot
  • More...

This Practice Note provides a glossary of terms frequently used in the context of adtech and programmatic advertising.

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Ad is an abbreviation for advertisement. Advertisements are used to promote products or brands in order to increase brand awareness, brand engagement and/or sales. The actual ad displayed on a website is referred to as the creative.

Ad campaign

An ad campaign (advertising campaign) is a series of ads that share the same message and are intended to achieve the same goal. When creating an ad campaign, advertisers will consider budgets, target audiences, what advertising channels will be used, what objectives the ad campaign is intended to achieve and how these will be measured, among other things.

Ad exchange

An ad exchange is a piece of technology used to buy and sell ad inventory. It connects publishers, advertisers and ad networks and facilitates auction-based programmatic transactions. In some cases, supply-side platforms (see below) and ad exchanges are referred to interchangeably.

Ad fraud

Ad fraud is ‘the creation of illegitimate, non-human traffic (bots) to deliberately attempt to extract money from advertising budgets’, including by fraudulently creating

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