https://dg2consulting.net/ DG2 Consulting designs AI automation, cloud infrastructure, and ad-tech / mar-tech platforms. We also publish an open archive of 460+ guides, blog posts, glossary entries, and use cases. en Thu, 30 Apr 2026 11:12:16 GMT Next.js — DG2 Consulting https://dg2consulting.net/resources/glossary/click/https://dg2consulting.net/resources/glossary/click/Tue, 28 Apr 2026 16:20:28 GMTA click is an engagement metric that records every instance of a user clicking on an ad. Importantly, a click is counted regardless of whether the user successfully reaches the destination — if the target website is…indexdigital advertising metricsperformance measurementclickclick metricad clicksengagement metricconversion tracking https://dg2consulting.net/resources/glossary/campaign/https://dg2consulting.net/resources/glossary/campaign/Tue, 28 Apr 2026 16:18:25 GMTA campaign is a coordinated set of ideas or a common theme used to market a specific brand or product. In a general marketing context, it encompasses the creative concept, messaging, and channels that work together…indexadvertising terminologycampaign managementonline advertisingcampaignbuying strategytargetingplacement https://dg2consulting.net/resources/glossary/blacklist/https://dg2consulting.net/resources/glossary/blacklist/Tue, 28 Apr 2026 16:17:03 GMTAlso known as: exclusion list A blacklist is a list of publishers or websites that an advertiser does not want to buy ad space on. In programmatic advertising, buyers can supply a blacklist to their demand-side platform…indexprogrammatic advertisingad buyingpublisher managementblacklistwhitelistpublisher exclusionadvertiser control https://dg2consulting.net/resources/glossary/bidding-strategy/https://dg2consulting.net/resources/glossary/bidding-strategy/Tue, 28 Apr 2026 16:16:04 GMTA bidding strategy is the approach a demand-side platform (DSP) uses to determine how its bidder should place bids in a real-time bidding (RTB) auction. It defines the logic — whether rule-based or algorithmic — that…indexprogrammatic advertisingreal-time biddingdemand-side platformsbidding strategyDSPRTB auctionfixed price https://dg2consulting.net/resources/glossary/bidder/https://dg2consulting.net/resources/glossary/bidder/Tue, 28 Apr 2026 16:15:05 GMTA bidder is a core component of a Demand-Side Platform (DSP) responsible for analyzing incoming bid requests and submitting bids within Real-Time Bidding (RTB) auctions. When an ad impression becomes available, the…indexprogrammatic advertisingreal-time biddingdemand-side platformsbidderDSPRTBbid request https://dg2consulting.net/resources/glossary/bid-request/https://dg2consulting.net/resources/glossary/bid-request/Tue, 28 Apr 2026 16:14:15 GMTA bid request is a message sent from a supply-side platform (SSP) or ad exchange to a bidder — typically a component of a demand-side platform (DSP) — signalling that an ad impression is available for auction. Each bid…indexprogrammatic advertisingreal-time biddingad exchangesSSPDSPbid requestad exchange https://dg2consulting.net/resources/glossary/behavioral-targeting/https://dg2consulting.net/resources/glossary/behavioral-targeting/Tue, 28 Apr 2026 16:13:26 GMTAlso known as: online behavioral advertising (OBA) Behavioral targeting is a form of ad targeting that serves ads to users based on behavioural data collected about them. Rather than targeting based solely on the…indexad targetingbehavioral dataonline advertisingbehavioral targetingonline behavioral advertisingOBAaudience segmentation https://dg2consulting.net/resources/glossary/behavioral-data/https://dg2consulting.net/resources/glossary/behavioral-data/Tue, 28 Apr 2026 16:12:31 GMTInformation collected about the online actions of users. Behavioral data typically includes past searches, browsing history, time spent on a website, ads clicked, and other signals generated through interactions with…indexdata collectionuser behavior trackingdigital advertisingbehavioral datauser interactionsbrowsing historytracking https://dg2consulting.net/resources/glossary/beacon/https://dg2consulting.net/resources/glossary/beacon/Tue, 28 Apr 2026 16:12:06 GMTAlso known as: in-store beacon A beacon is a Bluetooth-based device that communicates with nearby mobile phones and tablets. When deployed inside a brick-and-mortar retail store, beacons can push in-store promotions…indexretail marketingmobile technologylocation-based advertisingin-store promotionbluetoothbeaconbluetooth https://dg2consulting.net/resources/usecases/tracker-case-study/https://dg2consulting.net/resources/usecases/tracker-case-study/Tue, 28 Apr 2026 16:11:45 GMTEvery AdTech and MarTech platform is different. Demand-side platforms (DSPs), for example, help advertisers purchase inventory from publishers on an impression-by-impression basis via real-time bidding (RTB). Customer…usecasetracker technologyAdTech platform componentsevent collection and processingMVP development methodologytechnology stack selectionsystem architecturereal-time bidding infrastructure https://dg2consulting.net/resources/usecases/supply-side-platform-case-study/https://dg2consulting.net/resources/usecases/supply-side-platform-case-study/Tue, 28 Apr 2026 16:11:21 GMTSupply-side platforms and ad exchanges operate under extreme time constraints. An RTB auction must complete within 250ms from the moment an ad request is received to the moment a bid response is returned — leaving the…usecasesupply-side platformsad exchangesreal-time biddingmicroservice architecturesystem scalabilitymessage queuingSSP https://dg2consulting.net/resources/glossary/banner-ad/https://dg2consulting.net/resources/glossary/banner-ad/Tue, 28 Apr 2026 16:11:15 GMTAlso known as: display ad A banner ad is a broad term for an image or media-rich display ad served to users on websites. The format encompasses everything from simple static images to animated or interactive creatives,…indexdisplay advertisingad formatsbanner addisplay adimage admedia-rich ad https://dg2consulting.net/resources/glossary/audience-segment/https://dg2consulting.net/resources/glossary/audience-segment/Tue, 28 Apr 2026 16:10:15 GMTAlso known as: user segment, segment An audience segment is a list of user profiles in which individual internet users are grouped together based on shared characteristics. Those characteristics can include behavioural…indexaudience segmentationuser targetingprogrammatic advertisingRTBaudience segmentuser segmentdemographic targeting https://dg2consulting.net/resources/glossary/attribution/https://dg2consulting.net/resources/glossary/attribution/Tue, 28 Apr 2026 16:09:38 GMTAlso known as: conversion attribution Attribution is a method for linking a specific advertisement to a conversion or acquisition — essentially answering the question: which ad (or sequence of ads) deserves credit for a…indexattribution modelsconversion trackingdigital advertisinglast-click attributionlast-view attributionmulti-touch attributionconversion attribution https://dg2consulting.net/resources/usecases/rejoiner/https://dg2consulting.net/resources/usecases/rejoiner/Tue, 28 Apr 2026 16:09:31 GMTAn email retargeting platform founded in 2011 set out to solve one of the most persistent problems in eCommerce: shopping cart abandonment. The platform — built by practitioners who had personally encountered the…usecaseemail marketingcart abandonment recoveryeCommerceplatform optimizationsoftware engineeringMarTechemail retargeting https://dg2consulting.net/resources/glossary/application-programming-interface-api/https://dg2consulting.net/resources/glossary/application-programming-interface-api/Tue, 28 Apr 2026 16:09:05 GMTA set of instructions that allows one system to access features and data from another — whether that's a piece of software, an application, or an external tool. In AdTech, APIs are a foundational layer of how platforms…indexapplication programming interfacesAdTech infrastructuresystem integrationAPIdata integrationplatform integrationsoftware interoperability https://dg2consulting.net/resources/usecases/piwik-pro/https://dg2consulting.net/resources/usecases/piwik-pro/Tue, 28 Apr 2026 16:08:36 GMTPiwik PRO is an analytics suite consisting of an analytics platform, tag manager, customer data platform, and consent manager. Its defining characteristic is a deep commitment to privacy and data security — products are…usecaseanalytics platformsmarketing technologydata privacy and complianceSaaS architecturetag managementintranet analyticssoftware product development https://dg2consulting.net/resources/glossary/analytics-suite/https://dg2consulting.net/resources/glossary/analytics-suite/Tue, 28 Apr 2026 16:07:56 GMTAn analytics suite is a set of fully integrated applications for the collection, measurement, analysis, visualization, and sharing of analytics data. The goal of an analytics suite is to give users at every level of…indexanalytics platformsdata collection and measurementmarketing technology stackcustomer data managementconsent managementglossary definitionanalytics suite https://dg2consulting.net/resources/glossary/advertising-agency/https://dg2consulting.net/resources/glossary/advertising-agency/Tue, 28 Apr 2026 16:07:21 GMTAlso known as: ad agency, digital agency, creative agency A company that provides services associated with creating, planning, and managing advertising campaigns, and may also handle broader forms of promotion and…indexadvertising agenciesmarketing servicesindustry structureagencyadvertisingmarketingcreative services https://dg2consulting.net/resources/glossary/advertiser/https://dg2consulting.net/resources/glossary/advertiser/Tue, 28 Apr 2026 16:05:31 GMTAlso known as: brand advertiser An advertiser is a person or company that pays to display ads to consumers across one or more media channels — including websites, apps, TV, radio, and podcasts. Advertisers sit at the…indexadvertisingadvertising terminologyadvertiserbrand advertiserglossary https://dg2consulting.net/resources/glossary/adtech-platform/https://dg2consulting.net/resources/glossary/adtech-platform/Tue, 28 Apr 2026 16:04:55 GMTAlso known as: advertising-technology platform, technology provider, AdTech vendor Software used to automate the buying, selling, and measurement of online advertising. AdTech platforms sit at the infrastructure layer…indexadtech platformsadvertising technologyprogrammatic advertising infrastructureDSPad serverad networkad exchange https://dg2consulting.net/resources/glossary/ads-txt/https://dg2consulting.net/resources/glossary/ads-txt/Tue, 28 Apr 2026 16:03:29 GMTA text file that publishers place on their web server, configured by site administrators, that acts as a whitelist of authorized selling partners. It specifies exactly which supply-side platforms (SSPs) and ad exchanges…indexad fraud preventioninventory managementprogrammatic advertisingsupply-side platformsads.txtpublisherwhitelist https://dg2consulting.net/resources/glossary/ads-cert/https://dg2consulting.net/resources/glossary/ads-cert/Tue, 28 Apr 2026 16:02:53 GMTAlso known as: Authorized Digital Sellers An IAB-led initiative designed to reduce certain types of ad fraud and arbitrage in programmatic advertising. Ads.cert functions as an upgrade to ads.txt — another IAB project…indexad fraud preventionprogrammatic advertisingsupply chain transparencyIAB standardsads.certads.txtauthorized digital sellers https://dg2consulting.net/resources/glossary/ssp-and-ad-exchange-companies/https://dg2consulting.net/resources/glossary/ssp-and-ad-exchange-companies/Tue, 28 Apr 2026 16:02:46 GMTSince the first digital ad appeared in 1994, the programmatic ecosystem has generated a steady stream of new technology to help publishers monetize their properties. Ad networks came first. Supply-side platforms (SSPs)…indexsupply-side platforms (SSPs)ad exchangesprogrammatic advertisingreal-time bidding (RTB)publisher monetizationdigital advertising technologySSP https://dg2consulting.net/resources/glossary/adops/https://dg2consulting.net/resources/glossary/adops/Tue, 28 Apr 2026 16:01:31 GMTAlso known as: Advertising Operations Advertising operations (AdOps) is a function within a company responsible for setting up, monitoring, and optimizing advertising campaigns. The role sits at the intersection of…indexadvertising operationsad techcampaign managementAdOpsadvertising technologycampaign optimizationadvertiser-side https://dg2consulting.net/resources/glossary/adchoices/https://dg2consulting.net/resources/glossary/adchoices/Tue, 28 Apr 2026 16:00:34 GMTAdChoices is a self-regulatory program managed by the Digital Advertising Alliance (DAA). Its purpose is to give online users meaningful control over how advertising companies collect and use their data for online…indexadvertising transparencydata privacyonline behavioral advertisingAdChoicesDAADigital Advertising Allianceopt-out https://dg2consulting.net/resources/usecases/isoskele/https://dg2consulting.net/resources/usecases/isoskele/Tue, 28 Apr 2026 15:59:54 GMTA French data-marketing services company — operating platforms that help advertisers, agencies, and publishers run targeted and personalized campaigns — set out to build an advanced customer data platform (CDP). The…usecasecustomer data platformproduct scopingMVP developmentMarTechtechnical requirements gatheringrisk managementCDP https://dg2consulting.net/resources/glossary/ad-verification/https://dg2consulting.net/resources/glossary/ad-verification/Tue, 28 Apr 2026 15:59:23 GMTAlso known as: verification services Ad verification is an umbrella term for the processes that allow advertisers to check whether their ads are appearing in the right context, on the right websites, in the right area…indexad verificationquality assurancead techverification servicesverification tagsbeaconsad markup https://dg2consulting.net/resources/glossary/ad-unit/https://dg2consulting.net/resources/glossary/ad-unit/Tue, 28 Apr 2026 15:58:54 GMTAlso known as: ad placement A single unit of ad space available on a publisher's website or mobile app. Ad units represent the discrete slots into which advertisers serve creative — a banner position at the top of a…indexprogrammatic advertisingad inventorypublisher monetizationad placementad spacepublisherwebsite https://dg2consulting.net/resources/usecases/header-bidding-control-center/https://dg2consulting.net/resources/usecases/header-bidding-control-center/Tue, 28 Apr 2026 15:58:20 GMTA Header Bidding Control Center is an all-in-one solution for managing a Prebid.js setup — allowing changes to ad unit configuration, demand partner selection, and Prebid.js version upgrades through a user interface,…usecaseheader biddingPrebid.jsprogrammatic advertisingad operationspublisher technologyAdTech toolsPrebid https://dg2consulting.net/resources/glossary/ad-trafficking-definition/https://dg2consulting.net/resources/glossary/ad-trafficking-definition/Tue, 28 Apr 2026 15:57:56 GMTAd trafficking is the process of setting up, monitoring, and optimizing advertising campaigns within ad servers and/or other AdTech platforms. The term covers the full operational lifecycle of a campaign — from initial…indexad traffickingad operationsad serversAdTech platformsAdOpscampaign managementad serving https://dg2consulting.net/resources/usecases/fattail/https://dg2consulting.net/resources/usecases/fattail/Tue, 28 Apr 2026 15:57:32 GMTA U.S.-based programmatic advertising technology company specializing in direct and deal-based ad transactions set out to build what would be the first supply-side platform designed specifically for deal-based…usecasesupply-side platformsheader biddingprogrammatic advertisingdeal-based transactionsad exchangeprebid adapter developmentreal-time bidding https://dg2consulting.net/resources/glossary/ad-targeting/https://dg2consulting.net/resources/glossary/ad-targeting/Tue, 28 Apr 2026 15:57:01 GMTThe practice of displaying ads to online users based on data known about the user and the website or app they are visiting. Ad targeting encompasses a range of techniques, including behavioural targeting, contextual…indexprogrammatic advertisingad targetingaudience segmentationbehavioral targetingcontextual targetingretargetingdemographic targeting https://dg2consulting.net/resources/glossary/ad-tag/https://dg2consulting.net/resources/glossary/ad-tag/Tue, 28 Apr 2026 15:56:32 GMTA piece of code inserted into an ad slot in order to display an ad. When a web page or mobile app loads, the ad tag requests the necessary information and carries out the processes required to render the creative.…indexad servingad technologyweb developmentad tagHTML tagJavaScript tagiframe tag https://dg2consulting.net/resources/glossary/ad-space-definition/https://dg2consulting.net/resources/glossary/ad-space-definition/Tue, 28 Apr 2026 15:56:13 GMTAd space is the content area within an ad slot where an advertisement is actually displayed. While the terms ad space and ad slot are often used interchangeably, they refer to distinct concepts. The ad slot is the…indexadvertising terminologyad inventorydisplay advertisingad spacead slotadvertising unitsinventory https://dg2consulting.net/resources/glossary/ad-slot-definition/https://dg2consulting.net/resources/glossary/ad-slot-definition/Tue, 28 Apr 2026 15:55:49 GMTAn ad slot is the physical space on a webpage where ads appear. Publishers place ad slots in strategic locations across their site — typically areas where ad visibility and engagement are highest. Each ad slot contains…indexprogrammatic advertisingad servingweb publishingad slotad tagad servercreative delivery https://dg2consulting.net/resources/glossary/ad-server/https://dg2consulting.net/resources/glossary/ad-server/Tue, 28 Apr 2026 15:54:34 GMTA technological platform responsible for deciding which ads to display on a website, serving those ads, and collecting and reporting performance data such as impressions and clicks. Ad servers were among the first…indexad serversadvertising technologypublisher operationsadvertiser operationscampaign measurementad serverfirst-party ad server https://dg2consulting.net/resources/usecases/consent-management-platform-cookie-information/https://dg2consulting.net/resources/usecases/consent-management-platform-cookie-information/Tue, 28 Apr 2026 15:54:29 GMTThis use case examines a scenario common in the privacy-tech space: a Danish company offering consent management services was relying on third-party tools to power the core of its business and decided to build a…usecaseconsent management platformsprivacy technologyMarTech developmentcustom software developmentGDPR compliancedata privacycloud infrastructure https://dg2consulting.net/resources/glossary/ad-pod/https://dg2consulting.net/resources/glossary/ad-pod/Tue, 28 Apr 2026 15:53:59 GMTA sequenced group of ads served within a single video ad placement. Rather than showing one ad at a time, an ad pod bundles multiple creatives together — played back-to-back — in a defined order. This format is common…indexvideo advertisingad inventory managementad podvideo adsplacementad sequencing https://dg2consulting.net/resources/glossary/clearcodes-top-posts-of-2018/https://dg2consulting.net/resources/glossary/clearcodes-top-posts-of-2018/Tue, 28 Apr 2026 15:53:10 GMTWith privacy-centred themes dominating the headlines, 2018 could reasonably be called the year of privacy — and it was a genuinely busy period for the AdTech and MarTech industry. GDPR and broader privacy concerns sent…indexprivacy regulationprogrammatic advertisingad fraudad verificationcookiesdigital out-of-homereal-time bidding https://dg2consulting.net/resources/glossary/ad-network/https://dg2consulting.net/resources/glossary/ad-network/Tue, 28 Apr 2026 15:53:01 GMTAn ad network is a technology platform that acts as a broker between a group of publishers and a group of advertisers, connecting supply and demand across the digital advertising ecosystem. Traditionally, ad networks…indexad networksprogrammatic advertisingad inventorypublisher-advertiser relationshipsremnant inventorypremium inventorypublisher https://dg2consulting.net/resources/glossary/ad-exchange/https://dg2consulting.net/resources/glossary/ad-exchange/Tue, 28 Apr 2026 15:52:31 GMTAn ad exchange is a dynamic technological platform that facilitates the buying and selling of available ad impressions. Advertisers access inventory by placing bids through demand-side platforms (DSPs), while publishers…indexprogrammatic advertisingreal-time biddingad tech infrastructuread exchangeDSPSSPRTB https://dg2consulting.net/resources/glossary/ad-call/https://dg2consulting.net/resources/glossary/ad-call/Tue, 28 Apr 2026 15:51:49 GMTAlso known as: ad request An ad call is a request sent from an ad slot on a web page or app to an AdTech platform — typically an ad exchange or ad server — for the purpose of serving an ad to the user. Ad calls usually…indexprogrammatic advertisingad servingad exchangesreal-time biddingad callad requestad slot https://dg2consulting.net/resources/usecases/adops-reporting-dashboard-case-study/https://dg2consulting.net/resources/usecases/adops-reporting-dashboard-case-study/Tue, 28 Apr 2026 15:51:40 GMTA leading video AdTech company needed a proprietary AdOps reporting dashboard — one that could collect, aggregate, normalize, process, and visualize data flowing out of its ad mediator platform. This article walks…usecaseprogrammatic advertisingad operations reportingdata pipeline and aggregationdashboard design and developmentreal-time metrics visualizationheader biddingad mediation platforms https://dg2consulting.net/resources/glossary/ad-blocking/https://dg2consulting.net/resources/glossary/ad-blocking/Tue, 28 Apr 2026 15:51:20 GMTAlso known as: ad blockers, ad-blocking software Software that prevents advertisements from being displayed to users on websites. The most common approaches include browser plugins — such as Ghostery and Adblock Plus —…indexad blockingbrowser extensionsadvertising technologyuser privacyad blockersbrowser pluginsGhostery https://dg2consulting.net/resources/usecases/ad-measurement-verification-platform/https://dg2consulting.net/resources/usecases/ad-measurement-verification-platform/Tue, 28 Apr 2026 15:50:27 GMTA leading European independent ad-verification and insights platform — founded in 2009 and deeply integrated with demand-side and supply-side technologies — needed a full redesign of its measurement and reporting…usecasead verificationmeasurement platformsprogrammatic advertisingUI/UX designad fraud detectionadtech platform developmentad verification https://dg2consulting.net/resources/glossary/18532/https://dg2consulting.net/resources/glossary/18532/Tue, 28 Apr 2026 15:50:04 GMTAlso known as: ad agency, digital agency, creative agency An advertising agency is an independent, external company that creates, plans, and manages advertising campaigns on behalf of its clients. Beyond core…indexadvertising agenciesmarketing servicescampaign managementadvertising industry structuread agencycreative agencydigital agency https://dg2consulting.net/resources/usecases/ad-management-platform/https://dg2consulting.net/resources/usecases/ad-management-platform/Tue, 28 Apr 2026 15:50:00 GMTPrecise audience targeting has always been one of the harder problems in online advertising. Reaching users at scale is straightforward enough — but reaching users who are actively searching for the exact products or…usecaseprogrammatic advertisingad management platformsaudience targetingbehavioral targetingad techcampaign managementreal-time bidding https://dg2consulting.net/resources/usecases/shomolive/https://dg2consulting.net/resources/usecases/shomolive/Tue, 28 Apr 2026 15:49:49 GMTLive music is a massive industry in almost every corner of the globe, yet the logistics behind it have historically been inefficient for everyone involved. Local bands, solo artists, and DJs traditionally secured gigs…usecaselive music platformevent bookingweb application developmentmarketplace for musicians and venuesuser experience designresponsive web designevent management https://dg2consulting.net/resources/usecases/ad-banker-case-study/https://dg2consulting.net/resources/usecases/ad-banker-case-study/Tue, 28 Apr 2026 15:49:17 GMTA budget control system to help demand-side platforms (DSPs) reduce budget overspend. This article examines a distributed budget management component for real-time bidding — referred to here as a banker — designed to…usecasereal-time biddingdemand-side platformsbudget managementad tech infrastructureimpression trackingDSPRTB