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DMP Glossary

December 8, 2017

In the ever-changing world of all things MarTech, it can be confusing to keep up with all of the current terms. To help cut through the jargon, Lotame has created a DMP Glossary for an easy-to-use guide to understanding all of the current advertising and programmatic abbreviations that exist within today’s digital ecosystem. Download the PDF to get ALL definitions.

Data Management Platform (DMP)  A platform for collecting, organizing, and managing data, which enables the creation of custom audiences based on first- and third party data. DMPs are used to target campaigns to these audiences, deliver reporting, and gain insight about the audiences of specific websites/ creative/email/media.
Audience Targeting  Serving ads to a specific predefined audience based on behavioral attributes (see “behavioral targeting”) demographics, interests, or any other category.
Behavior Specific data points collected from a website based on a user’s interactions with the site.
Buy-Side/Sell-Side  The “buy-side” refers to marketers or brands who “buy” advertising space to promote their products and services. The other side of this equation is the “sell-side” which refers to publishers or media companies who sell advertising space to advertisers on their websites or other properties.
Click-Through Rate Metric for measuring how many users clicked on an ad. The CTR is obtained by dividing the number of users who clicked on an advertisement by the number of times the advertisement was delivered (impressions). For example, if your advertisement was delivered 100 times and 1 person clicked on it, the CTR would be: (1 click) ÷ (100 impressions) = 0.01 = 1% CTR.
Client Success Manager A member of the Lotame team who can ensure clients have all they need to effectively utilize their DMP.
Conversion Prospect completing an action and/or becoming a customer. Leads become customers through the process of conversion.
Cross-Device Cross-device refers to technology which enables tracking of users across multiple devices, such as smartphones, television sets, smart TVs, and personal computers so that a consumer can be targeted across multiple screens. This concept is especially useful for advertisers and publishers.
Data Exchange Marketplace allowing publishers to sell aggregated anonymized audience data to advertisers, agencies, and networks. Similar to an Ad Exchange, a Data Exchange can allow access to the open market or to defined partners.
Demand Side Platform A platform that allows digital advertisers to buy display impressions across multiple ad exchanges through one interface using RTB.
First-Party Data Data collected from web publishers and marketers via their own websites and other digital assets.
Second-Party Data Second-party data refers to another company’s first-party data that you purchase directly from the source, rather than through a data exchange. Two companies set the terms of sale or exchange to share specific data points.
 Third-Party Data Data obtained from an outside “third-party” source, which is not otherwise available on your own first-party media.
PII Personally Identifiable Information, including names, email addresses, phone numbers, and home addresses. Lotame does not collect PII from any user.
 Retargeting A form of audience targeting where first- and third-party cookies are used to determine a consumer’s previous interest with a site’s offering. Retargeting allows advertisers to reposition ads in front of that consumer on sites other than their own, in an effort to get the consumer to return to their own site and continue the relationship. Retargeting is considered to be the most basic form of Behavioral Targeting available.
 Viewability Online advertising metric that aims to track only impressions that can actually be seen by users. For example, if an ad is loaded at the bottom of a webpage but a user doesn’t scroll down far enough to see it, that impression would not be deemed viewable.

Download the Lotame DMP Glossary to learn more! 

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