Glossaryprogrammatic advertisingad technology

Pixel

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A pixel is a small piece of JavaScript code — or literally a 1×1 transparent image — embedded in a web page, typically in the footer. The term is used interchangeably with "tracking pixel" or "conversion pixel" depending on its purpose.

When a page loads and the pixel fires, a cookie is set in the user's browser. That cookie enables advertisers to collect behavioural data about site visitors, attribute conversions back to specific ad exposures, and build audience segments for ad-retargeting campaigns.

Ad Call
Also 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…
Ad Targeting
The 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…
Ad Exchange
An 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…
Ad Network
An 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…