Addressable Impressions
Addressable impressions (also known as "smart impressions") are more valuable to the buyer than non-addressable (regular) impressions because they provide more data about the audience via cookies or mobile advertising IDs (MAID) that can be linked to audience data. This significantly improves targeting capabilities, which justifies the higher value. Therefore, smart impressions garner more of the advertising budget, fetching CPM levels that in some cases may be two- to three times higher than those of non-addressable impressions. Addressable impressions require some level of listener identifications, such as a cookie sync with at least one third-party processor (demand partner) or providing an Advertising ID for mobile applications.
Auction Type
The auction type determines the clear price for a winning bid. TAP Programmatic supports "First Price," "Fixed Price" and "Second Price" auctions for a direct deal and "Second Price" auctions for Triton Digital Exchange.
Deal
See Private Auction.
Delivery Method
See Protocol.
Demand Partner
Demand Partner is a DSP from which ads are requested in order to fill available inventory. A DSP represents the buyer, who is an agent for the advertisers. Demand partners are third-party processors. For details about the information send to Demand Partners in a bid request, refer to the Exchange Specification for DSPs in the "Bid Request" section.
DSP
A Demand-Side Platform (DSP) is software that allows an advertiser to buy available inventory from publishers through ad exchanges, and to manage their advertising campaigns.
Evergreen Deal
An evergreen deal is an "always on" deal that allows all buyers within a selected demand partner to bid on a pool of inventory without having to set up specific deals for each seat. This is a convenient way to run "set it and forget it," low- or zero-maintenance arrangements with demand partners who you know and trust. It can also make it easier for the demand partner's advertisers to find your deals.
First Price Auction
In a first price auction (only available in deals), the highest bidder above the floor price wins and pays the amount they bid. If you specify an auction as first price when you create it, you can only set a hard floor; there is no soft floor in a first price auction.
Floor Rule
A floor rule sets the starting point, or lowest acceptable price, in an auction. In some cases, there are two types of floor; hard and soft.
Fixed Price Deal
In a fixed price deal, the buyer has made a deal with the seller to buy at the fixed price that is agreed upon in the deal, if the fixed-price buyer wins the auction.
When the buyer bids on a deal:
In a private marketplace, the buyer can bid any amount that is equal to or more than the fixed deal price to be eligible to win.
In an open marketplace, the buyer can bid any amount that is equal to or more than the open market floor price to be eligible to win.
If the buyer wins the auction:
In a private marketplace, the buyer pays the amount agreed upon in the fixed price deal, regardless of how much they bid in the auction.
In an open marketplace, the buyer pays either the fixed price bid if it is higher than the soft floor (if there is one), or they pay the hard floor price.
Key point to understand: when evaluating open auction bids of the same priority, TAP Programmatic uses the buyer’s fixed price deal price when selecting the auction winner, not their bid amount. The winning bid is the one that provides the highest revenue to the publisher.
Hard Floor
The hard floor is the lowest price that is acceptable in an auction; any bids below the hard floor are rejected.
Market Type
The market type defines the priority of the deal. Preferred deals have first priority, then private deals compete, then the open auction deals compete with open auction bids.
Open Auction
An open auction is the standard marketplace where real-time bidding (RTB) occurs for digital advertising inventory, and is open to all buyers.
OpenRTB
OpenRTB is the API specification that allows for open, industry-standardized, and repeatable Real-time Bidding in automated auctions for the purchase of individual ad impressions. OpenRTB standards exist for all types of advertising inventory; TAP Programmatic and Triton Digital Exchange focus specifically on the digital audio aspects of OpenRTB.
Package
Packages are created by ad networks to package publishers’ inventory and make it available to any TAP Programmatic connected DSP, through deals. See Packages for Publishers and Packages for Ad Networks.
Preferred Deal
A Preferred deal is a private auction deal that you make with a preferred buyer; it has the highest priority, regardless of the bid price (as long as it is above the floor price).
Private Auction
A private auction is restricted to deal buyers with whom you have a private auction deal. Deal buyers get "first look" at your inventory. If no private auction bid is accepted, the inventory goes to open auction.
Programmatic Advertising
Programmatic advertising automates the transactions and processes involved with the purchase and placement of digital advertising on a one-to-one (one ad; one impression) basis.
A "real-time bidding" (RTB) auction system manages transactions between the advertiser (the demand side) and the media or app publisher (the supply side). The advertiser uses a demand-side platform (DSP) to specify the type of advertising inventory (ad spaces) in which they want to place their ads. Publishers use a supply-side platform (SSP) to notify the system when inventory is available, and if they have any restrictions on what kind of ads they will accept. When there is a match between ads from one or more DSPs and inventory from one or more SSPs, real-time bidding determines which ad "wins" the auction for the inventory.
Second Price Auction
In a second price auction, the highest bidder wins but the winner pays the price of the second-highest bidder (when there is a second bidder). If there is a soft floor, then the winner pays the price of the second-highest bidder or the soft floor price (whichever is highest). However, if all bids are below the soft floor price, then first price auction rules apply and the winner pays the bid price.
Soft Floor
In a second-price auction, the soft floor is the effective floor price when there is only one bid; it is equal to or higher than the hard floor.
SSP
A Supply Side Platform (SSP) represents the seller (the publisher) in their efforts to sell their available inventory to advertisers.
Triton Digital Exchange
Triton Digital's audio ad exchange; a marketplace where buyers (advertisers) purchase advertising inventory from a variety of sellers (audio publishers). TAP Programmatic is the intelligent agent that drives your access to the Triton Digital Exchange.