Above the Fold
The portion of a webpage visible without scrolling. Ad placements above the fold typically attract higher viewability and command premium pricing. Below the fold refers to content only seen after scrolling down.
Attention Metrics
Emerging measures of how actively a user engages with an ad, going beyond viewability to incorporate signals such as eye-tracking, scroll behaviour, cursor movement, and interaction data. Attention measurement is increasingly used alongside or instead of viewability as a proxy for ad effectiveness.
Click-Through Rate (CTR)
The proportion of impressions that result in a click. Calculated as clicks divided by impressions. A higher CTR suggests stronger user interest or relevance, though CTR alone is not a reliable measure of campaign effectiveness.
Click-Through vs View-Through
A click-through conversion occurs when a user clicks an ad and then converts. A view-through conversion occurs when a user sees an ad but does not click, yet later converts through another channel. The distinction matters significantly for attribution modelling and measuring brand and awareness campaigns.
Cost Per Acquisition (CPA)
The total cost of acquiring one desired customer action, such as a purchase, sign-up, or download. Calculated as total spend divided by total conversions.
Cost Per Click (CPC)
The average amount paid for each click on an ad. Useful for assessing the cost-efficiency of performance campaigns.
Cost Per Mille (CPM)
Cost for every thousand impressions served. A common pricing model for display, video, and awareness-focused campaigns.
Frequency Capping
A limit placed on how many times a single user sees a particular ad within a defined time period. Frequency capping protects user experience and prevents wasted spend on over-exposed audiences.
Impressions
The number of times an ad is served to a user’s screen. An impression is counted each time an ad loads, regardless of whether the user actively views or engages with it.
KPI (Key Performance Indicator)
A measurable target used to evaluate the success of a campaign or business objective. In digital advertising, common KPIs include reach, click-through rate, cost per acquisition, return on ad spend, and viewability. KPIs should be agreed between advertiser and agency before a campaign launches.
Reach
The total number of unique users who have been exposed to an ad or campaign within a given time period. Reach and frequency are the two fundamental planning metrics for brand campaigns.
Reach and Frequency
The two core planning metrics for brand advertising. Reach measures how many unique people see an ad; frequency measures how many times each person sees it. Balancing the two is central to effective media planning.
Return on Ad Spend (ROAS)
The revenue generated for every dollar spent on advertising. Calculated as total revenue attributed to advertising divided by total ad spend.
Share of Voice (SOV)
A brand’s share of total advertising activity within a category or market, typically measured as a percentage of total impressions or spend. SOV is used as a competitive benchmark and is correlated with market share growth over time.
Share of Search
An emerging proxy metric for brand health, measured as a brand’s proportion of total search queries within its category. Share of search has shown strong correlation with market share and is increasingly used as a leading indicator of brand momentum.
View-Through Rate (VTR)
The percentage of video ads watched to completion. Also referred to as completion rate. A key metric for measuring the effectiveness of video advertising.
Viewable Impressions
An impression that meets the MRC (Media Rating Council) standard for viewability: at least 50% of the ad’s pixels in view for a minimum of one continuous second for display ads, and two continuous seconds for video ads. Viewable impressions are considered a more reliable measure of ad exposure than served impressions.
Clicks
Total user clicks on your ads. Key for gauging user interaction with your content.
Comparing different versions of emails (subject lines, content, layout) to determine which performs better can help refine future campaigns for better results.Bounce Rate
The percentage of emails that couldn't be delivered to the recipient's inbox due to various reasons like invalid email addresses or full mailboxes.
Click-Through Rate (CTR)
The percentage of recipients who clicked on at least one link within the email. It measures the engagement level and relevance of the content.
Conversion Rate
The percentage of recipients who completed the desired action (e.g., made a purchase, signed up for a service) after clicking on a link in the email.
Customer Lifetime Value (CLV)
Analyzing how email campaigns affect the long-term value of customers can help in understanding the impact beyond immediate conversions.
Device and Platform Analytics
Understanding which devices (mobile, desktop) and email clients subscribers use to interact with your emails provides insights for optimizing email design and formatting.
Engagement Over Time
Tracking engagement metrics over time helps understand trends, peak engagement periods, and the effectiveness of ongoing campaigns or changes made.
Forward/Share Rate
The percentage of recipients who forwarded or shared the email content with others. It indicates the level of engagement and relevance of the content.
List Growth Rate
The rate at which your email list is growing over a specific period. It helps measure the success of your efforts in attracting new subscribers.
Open Rate
The percentage of recipients who opened the email. It indicates the effectiveness of subject lines, sender reputation, and timing.
Revenue Attribution
Tracking how much revenue is directly attributed to email marketing efforts. This metric demonstrates the financial impact of your email campaigns.
Unsubscribe Rate
The percentage of recipients who opted out of receiving future emails from your campaign.
Industry Terms
Ad Creative / Creative
The visual and copy elements that make up an advertisement. Creative can include static images, video, animation, audio, and interactive formats. Strong creative is consistently identified as the single largest driver of advertising effectiveness.
AdCOM (Advertising Common Object Model)
A shared data standard developed by IAB Tech Lab that ensures buyers and sellers describe ad products, audiences, and inventory in a consistent, machine-readable way. AdCOM underpins OpenRTB and OpenDirect transactions, enabling systems to communicate using the same definitions.
Ad Exchange
A technology platform that facilitates the buying and selling of ad inventory from multiple publishers and ad networks in real time. Prices are determined through programmatic auctions.
Ad Fraud / Invalid Traffic (IVT)
Any advertising activity that generates impressions, clicks, or conversions that are not from genuine human users. Ad fraud includes bot traffic, click farms, and domain spoofing. IAB Tech Lab classifies invalid traffic as either General Invalid Traffic (GIVT) or Sophisticated Invalid Traffic (SIVT).
Ad Inventory
The total amount of ad space a publisher has available to sell to advertisers across their properties.
Ad Server
The technology platform used by publishers and advertisers to manage, deliver, and track digital advertising. Ad servers determine which ad is shown to which user, record delivery data, and enable reporting. Examples include Google Ad Manager (publisher side) and Campaign Manager (advertiser side).
Ad Tag
A snippet of code placed on a webpage or in an app that calls an ad server to retrieve and display an ad. Ad tags are the mechanism through which ad delivery is initiated and tracked.
Ad Verification
The process of confirming that an ad was delivered correctly - to the right audience, in a brand-safe environment, and without fraud. Ad verification is typically provided by independent third parties such as DoubleVerify and Integral Ad Science (IAS).
Addressability
The ability of advertisers to reach specific, identifiable audiences with relevant advertising. Addressability has become a central industry challenge as third-party cookies are deprecated and privacy regulations tighten, driving investment in alternative identity solutions and first-party data strategies.
Agentic AI
AI systems capable of taking autonomous actions on behalf of a user, making decisions and completing tasks within defined parameters without requiring human input at each step. In advertising, agentic AI is beginning to automate media planning, deal negotiation, and campaign management.
AI Agent
A piece of software that acts autonomously to complete tasks. In digital advertising, buyer agents and seller agents can find each other, negotiate deals, and book campaigns without manual intervention at each step. See also: AAMP.
AI Slop
Informal but increasingly used industry term for low-quality, AI-generated content produced at scale, often appearing on Made for Advertising (MFA) sites. AI slop represents a growing brand safety and ad fraud concern.
AAMP (Automated Advertising Management Protocol)
IAB Tech Lab’s open framework for enabling AI agents to plan, negotiate, and transact digital advertising deals autonomously. AAMP 2.0 introduced working Buyer Agent and Seller Agent SDKs that can negotiate with each other using existing industry standards such as OpenDirect and OpenRTB.
Audience Segments
Groups of users defined by shared characteristics such as demographics, interests, behaviours, or purchase intent. Audience segments are used to target advertising to the most relevant users.
Behavioural Targeting
Targeting based on a user’s past online behaviour, such as websites visited, content consumed, or purchases made. Behavioural targeting relies on user-level data signals and is increasingly constrained by cookie deprecation and privacy regulation. Contrast with contextual targeting.
Bidstream
The flow of real-time data that passes through the programmatic ecosystem each time an ad impression becomes available for auction. The bidstream carries information about the user, the page, the device, and the available inventory, enabling DSPs to evaluate and bid on impressions in milliseconds.
Brand Safety
Measures taken to ensure advertising does not appear alongside content that could damage an advertiser’s reputation, such as violent, illegal, or extremist material. Brand safety is typically managed through content category blocking and ad verification tools.
Brand Suitability
A more nuanced evolution of brand safety that accounts for the specific values, risk tolerance, and audience sensitivities of individual brands, rather than applying blanket content blocks. A news publisher might be brand-safe but not brand-suitable for all advertisers.
Contextual Targeting
Targeting based on the content of the page or environment in which an ad appears, rather than user identity signals. Contextual targeting has grown in importance as third-party cookies are phased out, as it does not rely on tracking individual users.
Customer Data Platform (CDP)
Software that collects and unifies first-party customer data from multiple sources (website, app, CRM, transactions) into a single customer profile. CDPs are used by brands to activate their own data for targeting and personalisation. Distinct from a DMP, which typically uses third-party data.
Data Clean Room
A secure, privacy-compliant environment where two or more parties can share and analyse data without either party exposing raw user-level data to the other. Clean rooms are increasingly used for audience matching, measurement, and attribution between advertisers and publishers or platforms.
Data Management Platform (DMP)
A system that collects and manages audience data for targeting purposes. DMPs have historically relied heavily on third-party cookie data and are in structural decline as cookies deprecate and brands shift to first-party data strategies and CDPs.
Note: DMPs built on third-party cookie data are becoming less effective as browsers phase out cookie support. Many organisations are transitioning to CDPs and clean room solutions.
Deal ID
A unique identifier assigned to a private marketplace (PMP) deal between a specific buyer and seller. The Deal ID allows both parties’ systems to recognise and execute the agreed terms programmatically.
Deals API
A standardised IAB Tech Lab interface that allows buying and selling systems to exchange deal information programmatically, without manual data entry. The Deals API is used in AAMP 2.0 to enable automated deal management between buyer and seller agents.
Demand Path Optimisation (DPO)
The publisher-side equivalent of SPO. The practice of publishers evaluating and streamlining the demand sources they work with to improve yield, reduce latency, and improve supply chain transparency.
Demand-Side Platform (DSP)
Software used by advertisers and agencies to buy digital advertising programmatically across multiple exchanges and inventory sources through a single interface. Examples include DV360, The Trade Desk, and Xandr.
First-Party Data
Data collected directly by an organisation from its own audience or customers through owned channels such as websites, apps, CRM systems, and subscriptions. First-party data is considered the most accurate and privacy-compliant form of audience data.
GIVT / SIVT
General Invalid Traffic (GIVT) refers to traffic from known non-human sources such as data centre bots and crawlers. Sophisticated Invalid Traffic (SIVT) refers to more complex fraudulent activity designed to mimic human behaviour, such as hidden ads, hijacked devices, and falsified ad requests. Both are defined and measured against IAB Tech Lab standards.
Header Bidding
A programmatic technique that allows publishers to offer their ad inventory to multiple demand sources simultaneously before their primary ad server makes a decision. Header bidding increases competition for inventory and typically improves publisher yield compared to waterfall setups.
IAB Tech Lab
The global technical standards body for the digital advertising industry, operating under the IAB umbrella. IAB Tech Lab develops and maintains open standards including OpenRTB, OpenDirect, sellers.json, Prebid, and AAMP. IAB New Zealand is the local industry body for New Zealand.
Identity Resolution
The process of connecting user data across devices, channels, and touchpoints to build a unified audience profile, without necessarily relying on third-party cookies. Identity resolution is central to addressability in a privacy-first environment.
Insertion Order (IO)
The contractual document that formalises a direct advertising agreement between a buyer and a seller, specifying inventory, pricing, dates, and terms. IOs underpin both traditional direct deals and programmatic guaranteed campaigns.
JICIMS (Joint Industry Committee for Internet Measurement Standards)
New Zealand’s joint industry body responsible for establishing and maintaining the currency for digital audience measurement. JICIMS brings together publishers, agencies, and advertisers to agree on measurement standards for the New Zealand market.
Lookalike Audiences
Retail Media
Advertising sold by retailers using their own first-party shopper data to target audiences on their owned platforms (websites, apps, in-store screens) or across the open web. Retail media is one of the fastest-growing segments of digital advertising globally.
Commerce Media
The broader ecosystem of advertising connected to purchase intent and transaction data, of which retail media is a subset. Commerce media encompasses any advertising that leverages buying signals and commerce data to drive measurable outcomes.
SDK (Software Development Kit)
A set of tools, code libraries, and documentation that developers use to build software that integrates with a particular platform or standard. IAB Tech Lab’s AAMP 2.0 is distributed as Buyer Agent and Seller Agent SDKs.
Second-Party Data
Another organisation’s first-party data acquired directly through a partnership or data-sharing agreement. Second-party data is more trustworthy than third-party data because its source and collection method are known.
Sellers.json
An IAB Tech Lab transparency standard that allows buyers to verify the legitimacy of sellers and resellers in the programmatic supply chain by publishing a publicly accessible file listing authorised sellers of a publisher’s inventory.
Supply Path Optimisation (SPO)
The practice of buyers reducing the number of intermediaries in their programmatic supply chain to improve cost efficiency, transparency, and data quality. SPO typically involves buyers establishing preferred paths to publisher inventory, reducing fees and improving signal fidelity.
Supply-Side Platform (SSP)
Technology used by publishers to manage, package, and sell their advertising inventory programmatically across multiple demand sources. SSPs connect publishers to DSPs, ad exchanges, and direct buyers. Examples include Magnite, PubMatic, and Index Exchange.
Supply Chain Transparency (schain)
An OpenRTB mechanism that records all the intermediaries involved in a programmatic transaction, allowing buyers to see the full path from their DSP to the publisher’s inventory. Schain helps identify unauthorised reselling and improve supply chain trust.
Third-Party Data
Data collected by an entity that has no direct relationship with the user, typically aggregated from multiple sources and purchased from data brokers or providers. Third-party data is generally considered less reliable than first- or second-party data and is increasingly constrained by cookie deprecation and privacy regulation.
Trafficking
The operational process of setting up, uploading, and managing ad creative and tracking within an ad server to ensure campaigns deliver correctly. Trafficking is a core function of ad operations teams.
Universal ID / Identity Solution
A privacy-compliant alternative to third-party cookies for recognising and targeting users across the open web. Universal IDs are typically based on hashed email addresses or other consented identifiers. Examples include Unified ID 2.0, ID5, and RampID.
Walled Garden
A closed digital ecosystem operated by a major platform such as Google, Meta, or Amazon, where the platform controls access to its audience data, inventory, and measurement. Walled gardens do not share user-level data with external parties, creating measurement challenges for advertisers trying to understand cross-platform reach and frequency.
Zero-Party Data
Data that a consumer intentionally and proactively shares with a brand, such as stated preferences, purchase intentions, or personal context provided through surveys, preference centres, or interactive content. Zero-party data is considered the highest-quality and most consent-safe form of audience data.
Privacy & Identity Terms
Consent
A user’s informed agreement to the collection and use of their personal data for specified purposes, including advertising targeting. Valid consent under privacy regulations such as GDPR must be freely given, specific, informed, and unambiguous.
Consent Management Platform (CMP)
Software that manages the collection, storage, and communication of user consent preferences for data collection and advertising. CMPs present users with cookie notices and preference controls, and pass consent signals to advertising technology systems.
Cookie
A small file stored in a user’s browser that records information about their activity on a website. First-party cookies are set by the website being visited; third-party cookies are set by external parties and used to track users across multiple sites.
Cookie Deprecation
The phase-out of third-party tracking cookies by major browsers, led by Safari and Firefox and underway in Chrome. Cookie deprecation requires the industry to develop alternative approaches to audience targeting, frequency management, and measurement that do not rely on cross-site tracking.
Privacy Sandbox
Google’s initiative to develop privacy-preserving alternatives to third-party cookies within the Chrome browser. Privacy Sandbox proposes browser-based APIs that enable interest-based advertising and measurement without exposing individual user data to external parties.
Universal ID / Identity Solution
See Industry Terms. A privacy-compliant alternative to third-party cookies, typically based on hashed consented identifiers such as email addresses.
Measurement & Attribution Terms
Attribution
The process of assigning credit for a conversion or outcome to one or more advertising touchpoints in a customer’s journey. Attribution models range from simple (last-click) to sophisticated (data-driven, algorithmic).
Cross-Media Measurement
The ability to measure and deduplicate reach and frequency across different media channels - including linear TV, streaming, digital display, audio, and out-of-home - to understand total campaign delivery and avoid over-exposure.
GRP / TRP (Gross Rating Points / Target Rating Points)
Traditional broadcast television planning currency now being applied to digital and cross-media measurement. One GRP equals 1% of the total population reached once. TRPs apply the same calculation to a specific target audience. GRPs are increasingly used in cross-media planning to provide a common currency across TV and digital.
Incrementality
The measurable uplift in outcomes - such as sales, website visits, or sign-ups - directly caused by advertising exposure, over and above what would have occurred without it. Incrementality testing uses control and exposed groups to isolate the true causal effect of advertising.
JICIMS
See Industry Terms. New Zealand’s joint industry measurement body.
Media Mix Modelling (MMM)
A statistical methodology that measures the contribution of different marketing and media channels to business outcomes such as sales or revenue, using aggregated data rather than user-level tracking. MMM does not require cookies or individual user data, making it increasingly relevant in a privacy-first environment.
MRC (Media Rating Council)
See Industry Terms. The accreditation body for audience measurement standards.
Multi-Touch Attribution (MTA)
A measurement approach that assigns fractional credit for a conversion to multiple advertising touchpoints across a customer’s journey, rather than crediting only the last interaction. MTA models include linear, time-decay, and data-driven approaches.
Panel-Based Measurement
Audience measurement derived from a statistically representative sample of users whose media consumption is tracked. Panel-based measurement is used by organisations such as Nielsen to estimate total audience size and behaviour across the broader population.
Unified Measurement
An emerging approach that combines multiple measurement methodologies - including MMM, MTA, incrementality testing, and panel data - to produce a more complete and accurate picture of advertising effectiveness than any single method can provide alone.
Publisher Side Metric Terms
eCPM (Effective Cost Per Mille)
The effective revenue earned per thousand impressions across all demand sources, regardless of how the inventory was sold. eCPM is used by publishers to compare the performance of different demand channels and pricing models on a like-for-like basis.
Fill Rate
The ratio of ad impressions delivered against the total number of ad requests made. A fill rate below 100% indicates that some ad requests went unfilled, representing lost revenue opportunity.
Floor Price / Dynamic Floor
The minimum CPM a publisher will accept for an impression in a programmatic auction. Static floors set a fixed minimum; dynamic floors use data signals (audience quality, content category, time of day) to adjust the minimum price in real time to maximise yield.
rCPM (Real Cost Per Mille)
The average price of 1,000 ad requests, including unfilled impressions. rCPM reflects the true yield across all available inventory and is a more conservative measure than eCPM.
Sell-Through Rate (STR)
The percentage of available ad impressions that were actually sold, compared to total available supply. A high STR indicates strong demand for a publisher’s inventory.
Time Spent
A measure of how long users engage with publisher content. Time spent is increasingly used as a proxy for audience quality and attention, and is correlated with higher advertising effectiveness.
Viewability
The measurement of how visible an ad is to a user. The MRC standard for display viewability is at least 50% of pixels in view for one continuous second; for video, two continuous seconds. Viewability is a minimum threshold, not a guarantee of attention.
Yield
The total revenue a publisher generates from their available advertising inventory. Yield optimisation involves maximising revenue through pricing strategies, demand source management, and deal structures.
Formats & Channels Terms
Audio Advertising
Advertising served within streaming audio content, including music streaming services and podcast platforms. Audio advertising is a growing channel as podcast and streaming audio consumption increases.
AVOD / SVOD / BVOD / FAST
The four primary streaming video models. AVOD (Advertising Video on Demand) is ad-supported streaming such as YouTube. SVOD (Subscription Video on Demand) is subscription-based with no ads, such as Netflix standard tier. BVOD (Broadcaster Video on Demand) is ad-supported streaming from traditional broadcasters such as TVNZ+ and ThreeNow. FAST (Free Ad-Supported Streaming TV) is free linear streaming channels funded by advertising.
Connected TV (CTV)
Streaming video content delivered over the internet and watched on television screens, via smart TVs or connected devices such as Apple TV, Chromecast, or gaming consoles. CTV advertising is a fast-growing channel as audiences shift from linear broadcast to streaming.
Co-viewing
The phenomenon of multiple people watching the same connected TV or streaming screen simultaneously. Co-viewing is a significant measurement challenge for CTV advertising, as impression data typically captures only the registered account rather than all viewers in the room.
Digital Out-of-Home (DOOH)
Digitally served advertising displayed on screens in public environments, including roadside billboards, transit advertising, retail screens, and airport displays. DOOH can be bought programmatically and targeted using location and audience data.
Display Advertising
Visual advertising served across websites and apps, typically in standardised banner or rich media formats. Display advertising is bought through direct deals or programmatically via DSPs and ad exchanges.
Native Advertising
Paid advertising designed to match the form, function, and editorial style of the surrounding content environment. Native ads are integrated into the user experience rather than appearing as distinct ad placements.
Retail Media Networks
Advertising platforms operated by retailers that use their own first-party shopper data and owned inventory (websites, apps, in-store screens, emails) to offer targeted advertising to brands. Examples globally include Amazon Advertising, Walmart Connect, and Woolworths Everyday Market.
Video Advertising
Advertising served within or alongside video content, in formats including pre-roll (before content), mid-roll (during content), post-roll (after content), and outstream (within editorial pages, independent of video content). Video is consistently the highest-performing digital ad format for brand metrics.
Backlink Profile
Evaluating the quantity and quality of external websites linking to your site. Quality backlinks are a crucial ranking factor, so ensuring you have trusted domain links is important to the ranking structure.
Bounce Rate
The percentage of visitors who navigate away from your site after viewing only one page. High bounce rates may indicate issues with relevance or user experience.
Click-Through Rate (CTR)
The percentage of users who click on your website's link in search results compared to the total number of users who saw the link (impressions).
Crawl Errors
Identifying issues encountered by search engine bots while crawling your site, such as broken links, server errors, or pages not found (404 errors).
Domain Authority/Page Authority
Metrics that indicate the strength of a domain or specific page in terms of search engine rankings.
Indexation Status
The number of pages from your site that have been indexed by search engines. Monitoring this helps ensure important pages are crawled and indexed.
Keyword Rankings
Monitoring the positions of your website's pages for specific keywords/phrases in search engine results pages (SERPs).
Local SEO Metrics
For businesses targeting local audiences, metrics like local search rankings, citations, images of your businesses and Google My Business insights are vital.
Mobile Responsiveness
Ensuring your website is mobile-friendly, as search engines prioritize mobile-responsive sites for rankings, especially in mobile searches.
Organic Traffic
The number of visitors that arrive at your site through unpaid (organic) search results on search engines like Google, Bing, etc.
Page Load Speed
The time it takes for your web pages to load. Fast-loading pages tend to rank better in search engines and improve user experience.
User Engagement Metrics
Time spent on page, pages per session, and other engagement metrics help search engines gauge the relevance and quality of your content.
Click-Through Rate (CTR)
The percentage of users who clicked on a link in your post out of the total number of users who saw it. It measures the effectiveness of your call-to-action.
Comments and Replies
The number of comments and replies on your posts. It reflects user interaction and engagement with your content.
Engagement Rate
The percentage of users who interacted with your content (likes, comments, shares, clicks) out of the total number of people who saw it. It measures the level of interaction and interest generated.
Follower Growth Rate
The rate at which your social media followers are increasing over a specific period. It helps gauge the success of your efforts in attracting new followers.
Impressions
The total number of times your content has been displayed. It reflects how frequently your content is being viewed, regardless of whether it's from the same user.
Influencer Performance
For influencer marketing campaigns, tracking metrics like engagement rates, follower growth, and conversions attributed to influencers helps measure their impact on your campaigns.
Reach
The total number of unique users who have seen your content. It indicates the potential audience size your content has reached.
Sentiment Analysis
Analyzing the sentiment of comments or mentions (positive, negative, neutral) can provide insights into how your audience perceives your brand or campaign.
Share/Retweet Rate
The number of times your content is shared or retweeted by users. It indicates the level of engagement and the potential for your content to reach a wider audience.
Social Media Ad Metrics
Metrics specific to paid advertising, including cost per click (CPC), cost per acquisition (CPA), return on ad spend (ROAS), etc., help evaluate the performance and efficiency of paid campaigns.
Social Media Referral Traffic
The amount of website traffic generated from social media platforms. It helps measure the effectiveness of your social media in driving users to your website.
Video Metrics
For video content, tracking metrics such as views, watch time, completion rates, and engagement within the video (likes, comments) provides insights into video performance.
Agentic Advertising Terms
AAMP (Automated Advertising Management Protocol)
IAB Tech Lab’s open framework enabling AI agents to plan, negotiate, and transact digital advertising autonomously. AAMP 2.0 introduced working Buyer Agent and Seller Agent SDKs built on existing standards including OpenRTB and OpenDirect.
Agentic Audiences
A specification, donated to IAB Tech Lab by LiveRamp, that standardises how audience data expressed as vector embeddings can be used in agentic advertising transactions and signalled within the programmatic bidstream via OpenRTB.
Buyer Agent
An AI agent that acts autonomously on behalf of an advertiser or media agency. Buyer agents can ingest campaign briefs, research available inventory, build media plans, negotiate deals with seller agents, and book campaigns without manual intervention at each step.
MCP (Model Context Protocol)
A standard that allows AI models to connect with and use external tools and data sources. MCP is used in AAMP 2.0 as one of the API interfaces through which buyer and seller agents interact with external systems.
Seller Agent
An AI agent that acts autonomously on behalf of a publisher. Seller agents can present dynamic media kits, respond to buyer agent enquiries, negotiate deal terms, confirm bookings, and manage the full deal lifecycle without requiring manual intervention from a publisher sales team.
Vector Embedding
A mathematical representation of content - such as an audience segment, webpage, or creative - expressed as a series of numbers. Vector embeddings allow AI systems to compare and match similar content at scale, enabling more sophisticated audience targeting in agentic advertising frameworks.
Agent Registry
A directory maintained by IAB Tech Lab where buyer and seller agents register their capabilities, inventory, and identity, enabling automated discovery between agents without manual introductions.
GEO (Generalised Engagement Optimisation)
An emerging discipline focused on optimising content and advertising for AI-powered search and discovery experiences, where AI models rather than human users surface and summarise content. GEO is evolving from traditional Search Engine Optimisation (SEO) as AI-generated search results change how audiences find and consume information.
Website Metrics Terms
Average Session Duration
The average time users spend on your site per visit. Longer durations often indicate engagement.
Bounce Rate
The percentage of visitors who leave your site after viewing only one page. A high bounce rate might indicate issues with content or user experience.
Click-Through Rate (CTR)
For elements like banners, buttons, or links, measuring the percentage of users who click on them compared to the total who saw them.
Conversion Rate
The percentage of visitors who complete a desired action (e.g., make a purchase, fill out a form). It's a key metric for measuring campaign success.
Device and Browser Metrics
Understanding which devices (mobile, desktop) and browsers visitors use can inform optimisation strategies for better compatibility.
Engagement Metrics
Metrics like scroll depth, time spent on specific pages, or interaction with multimedia content (videos, infographics) provide insights into user behavior.
Exit Pages
Pages from which users most frequently leave your website. Helps identify potential issues or areas for improvement.
Goal Completions
Tracking specific actions or milestones defined as goals (e.g., signing up for a newsletter, downloading a guide).
Journey Completion Rate
Measuring the web or app journey for completion to desired action. Analysing the drop out zones and optimising behaviour to ensure completion of the journey happens.
Page Load Time
The time it takes for your web pages to load. Faster load times generally lead to better user experience and higher engagement.
Return on Investment (ROI)
For e-commerce sites, tracking revenue generated against the cost of marketing efforts to measure the effectiveness of campaigns.
Traffic Metrics
Visits/Sessions
The total number of times users visit your website within a specific period.
Unique Visitors
The count of individual users who visited your website, indicating the size of your audience.
Pageviews
The total number of pages viewed by visitors, indicating user engagement with your content.
Traffic Sources
Referral Traffic
The websites or platforms that direct users to your site.
Organic Traffic
Visitors coming from search engines.
Direct Traffic
Users who directly typed your website URL or used bookmarks to access your site.
Paid Traffic
Visitors driven by paid advertising campaigns.
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