PERIODIC TABLE OF
PROGRAMMATIC
Targeting and optimization elements
1
Pu
Publisher
  • A publisher can be an app, website or OOH space, that offers advertising space to advertisers so they can show ads to its audience.
2
Rh
Reach
  • Optimize frequency and CPM to reach the maximum number of unique users
3
X
Exchange
  • A technology platform that facilitates real-time buying and selling of ad impressions programmatically.
4
Ap
In-App
  • Inventory available inside mobile apps.
5
Us
Auto Shopper
  • Audiences in-market for vehicle.
6
Ut
Auto Shopper Type
  • Audiences grouped by in-market car type.
7
Ar
Architecture
  • Audiences interested in architecture.
8
Ac
Arts and Culture
  • Audiences interested in Art and Culture.
9
Am
Automobiles
  • Audiences interested on automobile related content.
10
Cl
Clicks
  • Optimize CTR to maxmize the number of clicks on the defined budget
11
Ch
Channel
  • A Channel is commonly used by Ad Networks to define a set of publishers grouped by category, affinity or geo-location
12
W
Web
  • Inventory available on web browsers, be it on mobile or desktop.
13
Re
Real Estate
  • In-Market for Real Estate.
14
Ob
Online Buyer
  • Audiences who have bought online in the past
15
Ce
Celebrations
  • Audiences interested in religious or social celebrations.
16
St
Sports
  • Audiences interested in sports related content.
17
En
Education
  • Audiences interested in contented related to Education.
18
Ld
Leads
  • Optimize Conversion Rates to maximize the number of leads acquired
19
O
Open Marketplace
  • The Open Marketplace is all the inventory available programmatically without the need to a special deal.
20
W
Web
  • Inventory available on web browsers, be it on mobile or desktop.
21
Dk
Desktop
  • Advertising delivered to users con desktop and laptop computers.
22
Cd
Campaign Dates
  • Dates when the campaign is live.
23
Bd
Bid
  • Max Bid for impressions.
24
Ct
Country
  • Country where the ad was delivered or targted.
25
Rg
Region
  • DSP defined region inside a territory
26
V
Video
  • Video ad format delivered to the user on in-stream or outstream placements.
27
Df
First Party Data
  • Any data gathered and owned by a company. First party data might include names, addresses, email addresses, or behavioral data gathered by the company.
28
Ds
Second Party Data
  • Data purchased directly from the company that owns it.
29
Dt
Third Party Data
  • Data that can be purchased by advertisers from a data provider and used for targeted advertising. Data providerssell data on demographics, like gender or income, so advertisers can target their outreach to their desired audience.
30
Dw
Downloader
  • Audiences who activaly download music, movies or software.
31
Be
Beauty
  • 2
  • 8
  • 18
  • 3
32
Ho
Home
  • Audiences interested in home decoration, furniture and construction.
33
Hf
Home Family
  • Audiences who live in family homes.
34
Og
Online Games
  • Audiences interested in Online Games.
35
Ly
Lifestyle
  • Audiences interested in content related to Lifestyle.
36
I
Installs
  • Optimize Install Rate to maximize the number of app installs
37
Pm
Premium Marketplace
  • A Premium Marketplace is a private deal defined with inventory of specific publishers commonly not available through the Open Marketplace.
38
Mo
Mobile
  • Advertising delivered to users on mobile devices, specially mobile phones.
39
Tb
Tablet
  • Advertising delivered to users on tablet devices.
40
Fc
Frequency Cap
  • The maximum numbers of impressions a user will receive on a specific amount of time.
41
Dy
Day of Week
  • Day of week where ad was delivered or targeted.
42
Zp
Zip Code
  • Zip Code usually is translated into lat/long coordinates where the ad is targeted or delivered.
43
D
Display
  • Static or dynamic banner ad.
44
Na
Native
  • Ad units that adapt to each publisher editorial layout.
45
Dc
46
Gn
Gender
  • Gender of the targeted audience.
47
Cc
48
Cp
Child Products
  • Baby product shoppers.
49
Hh
Health
  • Health product shoppers.
50
Pt
Pets
  • Audiences in-market for pet health and nutrition products.
51
My
Maternity
  • Audiences interested in maternity issues.
52
Fb
Fashion
  • Audiences interested in Fashion related content.
53
Vw
Video Viewers
  • Audiences who actively watch videos onlines.
54
Vs
Views
  • Optimize video completion rates to maximize the number of reproductions
55
Pp
PMP
  • A Private Deal negotiated between a buyer and seller to access specific inventory not necessarily available through the Open Market. A deal can involve priority negotiation of priority and floor prices.
56
Tv
TV
  • Advertising delivered to users on users on connected TVs.
57
Cx
Contextual
  • Contextual targeting allows advertisers to reach users who are consuming a specific type of content. Contextual Data vendors usually offer keyword or theme base targeting.
58
Pa
Pacing
  • Pace on where the campaign will be delivered. Most of the time options include Even, ASAP or No Cap.
59
Ti
Time of Day
  • Specific hour when when the ad was delivered or targeted.
60
Dm
DMA
  • Designated market area where the population can receive the same (or similar) content.
61
Rm
Rich Media
  • Ad usually built in HTML5 that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content.
62
Au
Audio
  • Audio ads that can be used as pre-roll or mid-roll on audio publishers like music and radio streaming apps and podcasts.
63
Cs
Creative Size
  • Dimensions of the ad unit.
64
Et
Ethnic
  • Ethnic group of the targeted audience.
65
Tm
Tourism
  • Audiences in-market for tourism products.
66
Vg
Video Games
  • Video games buyers.
67
Ot
Other
68
Hl
Healthy Life
  • Audiences interested in nutrition, wellness and healthy life.
69
Tt
Travel
  • Audiences interested in Travel content and publications.
70
B
Business
  • Audiences interested in business and finance content.
71
Or
Other
  • Other interests.
72
Eg
Engagement
  • Optimize engagement rates on rich media ad units
73
Pe
Programmatic Guaranteed
  • Similar to a traditional media buy, in a Programmatic Guaranteed transactions both buyers and sellers agree on a fixed media buy for a specific number of impressions at a specific rate.
74
Oh
Out-of-home
  • Similar to a traditional media buy, in a Programmatic Guaranteed transactions both buyers and sellers agree on a fixed media buy for a specific number of impressions at a specific rate.
75
Vw
Viewability
  • % of impressions that qualify as Viewable according to IAB standards. It can be verified on reporting or targeted using pre-bid filters.
76
Bs
Brand Safety
  • % of impressions that appeared on Brand Safe pages. It can be verified on reporting or targeted using pre-bid brand safety filters.
77
Br
Browser
  • Type of browser where the ad was delivered or targeted.
78
Is
ISP
  • Internet Service Provider used by the user.
79
Li
Lat/Long
  • Geo-location where the ad was delivered or targeted. Geo targeting usually includes a series of datapoints that describies a specific region.
80
Cf
Creative Format
  • Type of ad unit that is served to the users. Such as display banner, video or audio spot.
81
Co
Creative Concept
  • Concept is usually used to group an ad set according to its message or goal.
82
Ed
Education
  • Education level of the targeted audience.
83
Fa
Family Composition
  • Audiences grouped by home members composition.
84
Ms
Marital Status
  • Audiences based on their marital status.
85
La
Language
  • Spoken language from the targeted audience.