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Ad Tech Glossary
User Engagement MetricsProfitability & Revenue MetricsThe Ecosystem: Who Does WhatAuction & Delivery MechanicsDeal Types & Programmatic BuyingPrivacy & AttributionAd FormatsPerformance MetricsCost & Bidding Metrics
DSP (Demand-Side Platform)
Buys ad inventory programmatically on behalf of advertisers.
Examples: The Trade Desk, DV360, Appgrowth, Liftoff, Moloco.
SSP (Supply-Side Platform)
Helps publishers sell their inventory to multiple buyers (DSPs).
Examples: BidMachine, PubMatic, Magnite, Unity Ads.
Ad Exchange
A marketplace connecting DSPs and SSPs for real-time bidding.
Examples: Xandr, OpenX, Index Exchange.
Ad Network
Aggregates inventory from publishers and sells it to buyers.
Examples: Meta Audience Network, Tapjoy, Chartboost.
Mediation Platform
Aggregates inventory from publishers and sells it to buyers.
Examples: Meta Audience Network, Tapjoy, Chartboost.
Ad Server
Delivers creatives and manages campaign logistics.
Examples: Google Ad Manager, Smart AdServer.
MMP (Mobile Measurement Partner)
Tracks installs, post-install events, and attribution.
Examples: AppsFlyer, Adjust, Singular.
CDP (Customer Data Platform)
Centralizes user data for targeting.
Examples: Segment, mParticle.
DMP (Data Management Platform)
Manages audience data for targeting and segmentation.
Examples: Lotame, Oracle BlueKai.
Fraud Detection Tools
Blocks fake clicks, installs, and impressions.
Examples: Protect360, DoubleVerify, IAS.
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