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• Target group, traffic, branding, etc.
• Banner sizes, ads placement, pages to display the ads on.
• The pricing model (CPM, CPC, etc.) and payment terms.

Further reading:

• The AdTech Book by Clearcode: Chapter 03. The History Of Digital Advertising Technology
• The AdTech Book by Clearcode: Chapter 06. Ad Serving
• The AdTech Book by Clearcode: Chapter 09. Media-Buying Methods

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There are a number of potential reasons why an ad impression may be served, but the ad may not be viewable.

The ad may not be viewable because of a number of reasons, e.g.:

• The user leaves the page immediately before the ad view can be counted.
• The user sees less than 50% of the ad.
• The user uses ad-blockers.
• The page is visited by a bot.
• The user uses a browser that doesn’t serve ads.
• The user opens the page on a device that doesn’t enable ads.

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Inventory can be categorized as premium, remnant, and long-tail.

Premium inventory: This category contains the most-valuable ad inventory, typically from recognizable publishers, high-traffic pages, and highly visible areas of a webpage.

Remnant inventory: This category contains the inventory that wasn’t sold directly to advertisers through direct deals and other primary inventory-monetization channels. Remnant inventory is typically sold for less than the publisher’s standard price.

Long-tail inventory: This category contains ad inventory on low-traffic sites and blogs. The main ad exchange for long-tail inventory is Google AdSense, but publishers who seek better monetization alternatives to AdSense join affiliate programs and other ad networks.

Further reading:

• The AdTech Book by Clearcode: Chapter 02. Advertising Basics

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Ad space and ad slot are often seen as synonyms, but they are not.

To illustrate it, think about a billboard. The grounded metal construction and the frame would be the ad slot and the white section inside the frame where the ads are placed would be the ad space.

Further reading:

• The AdTech Book by Clearcode: Chapter 02. Advertising Basics

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To load an ad on a webpage, the ad slot contains an ad tag that communicates with the ad server and decides which creatives are shown.

The publisher places ad slots in certain parts of a webpage where they’d like to display ads.

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Universal IDs are created using IDs stored in cookies, typically first-party cookies, and device IDs from smartphones, tablets, and other devices.

Some universal IDs operate within one environment, such as web browsers, while others aim to identify users across different environments, such web browsers and mobile devices. For the latter, device graphs are used to match together the IDs generated in web browsers with the ones generated in other devices, e.g. mobile IDs in smartphones.

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It’s used to optimize or guarantee performance, and improve latency.

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AdOps work on both the advertiser and publisher side and use advertising technology (AdTech) platforms to manage campaigns.

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