MadTech Glossary – November ’23
The MadTech (Marketing and Advertising Tech) world is ever-booming. With every second gone, millions are using its applications, and thousands are being introduced to it. To understand this world, one needs to be aware of the various terminologies, and since Oxford hasn’t stepped up, we have taken it upon ourselves.
The MadTech Glossary is comprised of the vocabulary to know better the many wheels of marketing and advertising tech. Read and learn about ten terms every month to pioneer a deep understanding of essential MadTech concepts.
1. Ad pod
A grouping of consecutive advertisements within a media stream, often in digital content, designed to be delivered together. Ad pods enhance viewer experience by managing the frequency and format of ads presented during a session.
2. Consent-management platform (CMP)
A tool ensuring legal compliance by managing user consent for data processing. CMPs are crucial for adhering to privacy regulations, allowing users to control and grant permission for data usage.
3. Conversion pixel
A small, transparent image embedded on a webpage to track user actions. It helps measure the success of online advertising campaigns by recording conversions, such as purchases or sign-ups, providing valuable data for analysis.
4. Deduplication
The process of eliminating duplicate entries or data, ensuring that only unique instances are considered. In advertising, deduplication prevents the same user from being counted multiple times, providing accurate metrics and preventing overestimation.
5. Frequency capping
A restriction on the number of times a particular ad is shown to a user within a specified time frame. This practice avoids overexposure, ensuring that viewers receive a diverse range of ads and maintaining a positive user experience.
6. Insertion Order (IO)
A formal contract specifying details of an advertising campaign between an advertiser and a publisher. The IO outlines key parameters like ad placement, timing, and pricing, serving as a foundational document for successful campaign execution.
7. Remnant inventory
Unsold or leftover advertising space or impressions. Advertisers may access remnant inventory at a lower cost, enabling them to reach audiences in less premium positions on websites or within media content.
8. Traffic shaping
The strategic control and management of network traffic to optimize performance. In advertising, traffic shaping may involve regulating the flow of ad impressions to prevent bottlenecks or ensure a balanced distribution across platforms.
9. VPAID (Video Player Ad Interface Definition)
A standard protocol enabling communication between video players and ad units. VPAID enhances interactivity, allowing advertisers to create engaging video ad experiences with features like clickable overlays, interactive elements, and measurement capabilities.
10. Yield rate
The percentage of revenue generated relative to the total potential revenue. In advertising, the yield rate indicates the efficiency of monetizing available ad inventory, reflecting the success of a publisher in maximizing income from its digital assets.
