CMDC Media Digest, 2015-2016

TERM MEDIA DEFINITION TERM MEDIA DEFINITION UGC USER GENERATED CONTENT Digital UGC stands for user generated content an industry term that refers to all forms of usercreated materials such as blog posts reviews podcasts videos comments and more UNIQUE COOKIE Digital A count of unique identifiers that represents unduplicated instances of internet activity generally visits to internet content or advertising during a measurement period VAST Digital The digital video ad serving template VAST provides a standardized method for communicating the status of a video ad back to the ad servers in the case where the ad is served from a dynamically selected ad server It is specifically designed for ondemand video player where the ad response is parsed prior to play VAST is applicable to Linear Video Ads such as pre rolls Nonlinear Video Ads such as overlays and Companion ads as defined in the IAB Digital Video Ad Format Guidelines WHITELIST Digital A list of web sites that an Advertiser will permit their ads to be placed on Websites not on this list will not be used to display ads for the Advertiser WIDGET Digital The key difference between a widget and a web application is portability Widgets are applications that can function on any site that accepts external content including social networks blog platforms or personal web pages XML EXTENSIBLE MARKUP LANGUAGE Digital A richer more dynamic successor to HTML utilizing SGML or HTML type tags to structure information XML is used for transferring data and creating applications on the Web See SGML and HTML SSP SELL SIDE PLATFORM Digital A sell side platform SSP also called sell side optimizer inventory aggregator and yield optimizer is a technology platform that provides outsourced media selling and ad network management services for publishers A sell side platform business model resembles that of an ad network in that it aggregates ad impression inventory However a sell side platform serves publishers exclusively and does not provide services for advertisers The inventory managed by the SSP is usually purchased by aggregate buyers either demand side platforms DSPs or ad networks SUPPLY SIDE PLATFORM SELL SIDE PLATFORM SSP Digital An entity which facilitates the sale of a publishers inventory through and ad exchange SSPs offer services such as minimum bid requirements etc TAGGING Digital The process of placing a pixel Beacon on an Advertisers website or search landing pages to tag users as having visited those pages so that they can be eligible for subsequent targeting messaging TAGS BEACONS Digital 1x1 pixel tags on many websites that can track web surfers location and activities online such as a registration or conversion Some are powerful enough to know what a user types on a particular site THIRD PARTY AD SERVER Digital Independent outsourced companies that specialize in managing maintaining serving tracking and analyzing the results of online ad campaigns Total visits should filter robotic activity but can include visits TRADING DESK Digital Online ad traders plugged into a DSP or ad exchange 172 Glossary CANADIAN MEDIA DIRECTORS COUNCIL