{"id":117119,"date":"2016-11-29T00:00:00","date_gmt":"2016-11-28T23:00:00","guid":{"rendered":"https:\/\/www.mdirector.com\/2017\/01\/12\/the-30-magic-words-of-programmatic-buying\/"},"modified":"2022-04-19T13:36:27","modified_gmt":"2022-04-19T11:36:27","slug":"30-magic-words-programmatic-buying","status":"publish","type":"post","link":"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/","title":{"rendered":"The 30 Magic words of Programmatic buying"},"content":{"rendered":"<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div><div class=\"su-youtube su-u-responsive-media-yes\"><iframe width=\"700\" height=\"440\" src=\"https:\/\/www.youtube.com\/embed\/86qHw2w0rPc?autohide=2&amp;autoplay=0&amp;mute=0&amp;controls=1&amp;fs=1&amp;loop=0&amp;modestbranding=0&amp;rel=1&amp;showinfo=1&amp;theme=dark&amp;wmode=&amp;playsinline=0\" frameborder=\"0\" allowfullscreen allow=\"autoplay; encrypted-media; picture-in-picture\" title=\"\"><\/iframe><\/div>\n<p>Do you know the essential programmatic buying terms? An innumerable number of concepts exist for defining the various aspects of the digital marketing sector, from something basic like the target of the online marketing campaign to terms like CLV, which are hard to define.<\/p>\n<p>So you could create a dictionary not only of programmatic buying terms but also terms for other areas of digital marketing that, if you can master, will help you increase sales.<\/p>\n<p>Do you need some help? Here\u2019s a little something to help refresh your memory. These are the <strong>30 terms of programmatic buying as used in the Programmatic buying white paper by IAB Spain that will turn you into an expert<\/strong> in this area.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">TABLE OF CONTENTS<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#1-_RTB\" >1.- RTB<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#2-_Banner\" >2.- Banner<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#3-_CPM\" >3.- CPM<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#4-_Bidding\" >4.- Bidding<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#5-_Ad_Exchange\" >5.- Ad Exchange<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#6-_Inventory\" >6.- Inventory<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#7-_CPA\" >7.- CPA<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#8-_Target\" >8.- Target<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#9-_Display\" >9.- Display<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#10-_Open_exchange\" >10.- Open exchange<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#11-_1st_Party_data\" >11.- 1st Party data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#12-_2nd_Party_data\" >12.- 2nd Party data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#13-_3rd_Party_data\" >13.- 3rd Party data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#14-_Trading_desk\" >14.- Trading desk<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#15-_Private_marketplace\" >15.- Private marketplace<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#16-_Impressions\" >16.- Impressions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#17-_CPC\" >17.- CPC<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#18-_DSP_Platform\" >18.- DSP Platform<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#19-_CLV_%E2%80%93_Customer_lifetime_value\" >19.- CLV \u2013 Customer lifetime value<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#20-_CRM\" >20.- CRM<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#21-_Ad_Server\" >21.- Ad Server<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#22_SSP_Platform\" >22. SSP Platform<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#23-_DMP_Platform\" >23.- DMP Platform<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#24-_Big_Data\" >24.- Big Data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#25-_Digital_Support\" >25.- Digital Support<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#26-_Retargeting\" >26.- Retargeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#27-_Cookies\" >27.- Cookies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#28-_CTR\" >28.- CTR<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#29_Preferential_Access\" >29. Preferential Access<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#30_Data_providers\" >30. Data providers<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1-_RTB\"><\/span>1.- RTB<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><link rel=\"preload\" as=\"image\" href=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/programmatic-buying-terms-rtb.png\" imagesizes=\"(max-width: 1100px) 100vw, 1100px\" \/><img decoding=\"async\" class=\"aligncenter size-full wp-image-28073\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/programmatic-buying-terms-rtb.png\" alt=\"Programmatic buying terms: RTB\" \/><\/p>\n<p>Real Time Bidding (RTB) is a system that refers to the practice of bidding on ad inventory in a continuous and instantaneous auction. Advertisers bid on each impression in each available advertising space on a website. The RTB system, which is <strong>one of the pillars of the programmatic buying<\/strong>, goes beyond the traditional digital display advertising based on the CPM model.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2-_Banner\"><\/span>2.- Banner<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A banner is a space on websites or social networks that is set up to show advertising. Banners can be of various sizes and normally incorporate sounds, animations and even video. IAB has introduced a classification system for the different <a href=\"http:\/\/designerstoolbox.com\/designresources\/banners\/\" target=\"_blank\" rel=\"noopener\">banner formats<\/a>. By clicking on them, you will usually be taken to the website or <a href=\"https:\/\/www.mdirector.com\/en\/landing\/\" target=\"_blank\" rel=\"noopener\">landing page<\/a> of the company being advertised.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3-_CPM\"><\/span>3.- CPM<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Cost per thousand impressions. It is the advertising pricing model based on the cost per thousand impressions generated by an advertisement.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4-_Bidding\"><\/span>4.- Bidding<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Bidding is a process where multiple advertisers compete for the same Ad slot on a website. The Ad space will be given to the advertiser who generates the most profit for the website.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"5-_Ad_Exchange\"><\/span>5.- Ad Exchange<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-28078\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/infographic-that-explains-what-programmatic-buying-is.png\" alt=\"Infographic that explains what programmatic buying is.\" \/><\/p>\n<p>This is one of the most important terms of programmatic buying; it is the place where supply and demand are combined for commercial transactions. Ad exchange is an online platform that connects the advertiser and the publisher. The publishers offer and manage their advertising spaces and the advertisers create and manage their campaigns.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"6-_Inventory\"><\/span>6.- Inventory<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Normally, a company\u00b4s inventory is made up of its raw materials, products in production, the supplies it uses in its operations and the finished products. However, Advertising inventory as a programmatic buying term is the total number of impressions that a publisher can sell in any section of a website or throughout the whole website.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"7-_CPA\"><\/span>7.- CPA<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>CPA stands for Cost per acquisition. It is the purchasing model that goes beyond the click because it requires a certain interaction on the part of the user when they reach the advertiser\u2019s landing page. The kind of action can be summed up as a subscription, a download, or the purchase of a product as well as a number of other possible actions. This way the advertiser only pays when that action has been executed.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"8-_Target\"><\/span>8.- Target<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This is the target audience. They are very important for a company or a brand because they indicate where and to whom the product or service on offer should be directed. It is the target audience that will be the future consumers of your brand hence the importance of identifying them properly.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"9-_Display\"><\/span>9.- Display<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The operation of traditional advertising is based on the acquisition of certain spaces in different media outlets for a specific period of time. In the digital environment technology enables this process to be both automatic and measurable.<\/p>\n<p>For this, you have two types of online advertising: Search ads (SEM) and <strong>display advertising, a format that is based on displaying adverts, normally banners, in different areas of a webpage<\/strong>. In display advertising the impressions are contracted and the usual measurement system is the CPM, which is another of the important programmatic buying terms that we have already covered in this post.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"10-_Open_exchange\"><\/span>10.- Open exchange<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-28083\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/open-exchange-1.png\" alt=\"Programmatic buying terms: Open exchange\" \/><\/p>\n<p>Is an Ad exchange that allows the advertisers and buyers take part in it without restrictions. The auction is open to anyone who wishes to participate.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"11-_1st_Party_data\"><\/span>11.- 1st Party data<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This is data collected directly from the advertiser\u00b4s own sources. These include the data collected from channels such as their own website (navigation, viewed pages), their display actions (clicks, impressions..), Social Networks (likes, fans), mobile, emailing or CRM.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"12-_2nd_Party_data\"><\/span>12.- 2nd Party data<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>It is the collection of one company\u00b4s 1st Party data by another separate company. This data or second-hand information is usually traded between trusted and relevant partners who are connected. This is used to compliment the company\u00b4s existing 1st party data.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"13-_3rd_Party_data\"><\/span>13.- 3rd Party data<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Unlike 1st party data, advertisers receive this data from external sources. In fact data providers usually provide it. The data can be varied by age, gender, interest, location, etc.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"14-_Trading_desk\"><\/span>14.- Trading desk<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Refers to the existing connection between the agencies and direct advertisers through multiple Ad exchanges. It is the technical team made up of people who optimize the programmatic buying of their different advertisers by connecting with multiple DSPs. They can be part of a media agency or be independent companies.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"15-_Private_marketplace\"><\/span>15.- Private marketplace<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-28088 size-full\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/programmatic-transaction-types.png\" alt=\"Programmatic buying terms: Transaction\" width=\"1413\" height=\"645\" \/><\/p>\n<p>These are the Ad exchanges that are restricted or limited to only a few publishers and advertisers. This way they offer stricter control over supply and demand.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"16-_Impressions\"><\/span>16.- Impressions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The number of times or the frequency in which an ad has been shown in a search engine or website. The ads that are based on payment for impressions use the CPM system, cost per thousand impressions.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"17-_CPC\"><\/span>17.- CPC<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Cost per click. The rate that specifies how much is paid for each click on an Ad. It is a technique for buying advertising in which you pay based on the number of clicks an Ad receives. In fact, you don\u2019t count the views or the impressions of the Ad.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"18-_DSP_Platform\"><\/span>18.- DSP Platform<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The acronym DSP stands for Demand Side Platform. This bidding technology allows the advertisers and\/or media agencies to buy inventory from different Ad exchanges. The bids are made based on audience data, in this case, impression to impression.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"19-_CLV_%E2%80%93_Customer_lifetime_value\"><\/span>19.- CLV \u2013 Customer lifetime value<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The customer lifetime value or the value of the client\u00b4s life is data that allows the company to know what they can spend on marketing to acquire a new client. It is the estimated value that a client can have for a brand based on the entire future relationship with the customer.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"20-_CRM\"><\/span>20.- CRM<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The acronym stands for Customer Relationship Management. It is a strategy and software for organizing and synchronizing sales, as well as the marketing processes, customer service and technical support. This way, CRM encompasses customer support, marketing campaign management and also sales team management.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"21-_Ad_Server\"><\/span>21.- Ad Server<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-28093 size-full\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/adserver-1.png\" alt=\"Programmatic buying terms: Adserver\" width=\"739\" height=\"579\" \/><\/p>\n<p>Within the essential terms for programmatic buying you will find the Ad server or Advertising server. The objective of this platform is to send the ads to thousands of advertising spaces.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"22_SSP_Platform\"><\/span>22. SSP Platform<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The acronym stands for Supply Side Platform. It is a technological platform that allows media and advertising networks to optimize the performance of their inventory automatically, helping them to access multiple sources or aggregators of demand that exist, Ad exchanges, DSPs, Agency trading desks, in an automated way.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"23-_DMP_Platform\"><\/span>23.- DMP Platform<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Also known as Data Management Platform. These platforms collect, integrate and manage large quantities of both structured and unstructured data. In fact, they are able to collect audience data from any source.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"24-_Big_Data\"><\/span>24.- Big Data<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-28098\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/programmatic-buying-terms-big-data.png\" alt=\"Programmatic buying terms: Big Data\" \/><\/p>\n<p>Among the terms of programmatic buying, Big Data is one that defines the enormous and growing amount of data that the digital world creates and the way it is turned into knowledge. Thanks to this data many brands extract analytics to help them make decisions in real time.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"25-_Digital_Support\"><\/span>25.- Digital Support<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Digital Support is an online communication channel. The Digital Ecosystem has given rise to numerous channels and websites where to run campaigns. They can be, email marketing, Landing pages, SMS marketing, Retargeting, Social Networks or Blogs to name a few.<\/p>\n<p>In regards to the Programmatic buying these are the different web pages where ads can be placed.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"26-_Retargeting\"><\/span>26.- Retargeting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/www.mdirector.com\/en\/crm-display-retargeting\/\" target=\"_blank\" rel=\"noopener\">Retargeting<\/a> is an online advertising model that targets people who have showed an interest in a particular ecommerce, product or service while on the Internet and send them information related to those products while they continue to surf other areas of the web. At a technical level, in order to create a retargeting campaign web pages have to place a code, which allows them to be traced.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"27-_Cookies\"><\/span>27.- Cookies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-28103\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/cookies.png\" alt=\"Terms of programmatic buying: Cookies\" \/><\/p>\n<p>A cookie is a small text file containing information that is placed in the web browser of the user with the purpose of identifying the user\u00b4s behaviour during visits or sessions. It is essential for retargeting campaigns.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"28-_CTR\"><\/span>28.- CTR<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The Click-Through Rate (CTR) or proportion of clicks shows the frequency with which users who see an online marketing action, click on the links that appear. To get the percentage of clicks, divide the number of clicks on a link by the number of impressions of the Ad, banner or email.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"29_Preferential_Access\"><\/span>29. Preferential Access<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-28108\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/programmatic-buying-terms-preferential-access.png\" alt=\"Programmatic buying terms: Preferential Access\" \/><\/p>\n<p>It resembles private bidding because it takes place in the ad exchange environment but with the exception that there is no bidding and only a relationship is established between the publisher and the buyer.<\/p>\n<p>This way, a price is pre negotiated and everything happens in a clear and transparent way. You could say that the practise is very similar to direct sales but without booking inventory which takes place in the ad exchange environment<br \/>\nThe buyer can decide whether to buy the inventory that the publisher makes available or not.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"30_Data_providers\"><\/span>30. Data providers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>They are collectors, aggregators, and data processors with the capacity to direct the information to the brands so that they can carry out their media actions in both branding and performance.<br \/>\nKnowing and understanding these 30 terms of programmatic buying will give you the opportunity to improve your own programmatic campaigns, however, it is equally important to also put them into practice. The <a href=\"https:\/\/www.mdirector.com\/en\/crm-display-retargeting\/?origin=WEB_blog_EN_30_words_programmatic_buying\" target=\"_blank\" rel=\"noopener\">\u201cself-service\u201d tool available in MDirector allows you to integrate your e-mail marketing campaigns, real time bidding on display and sms.<\/a><\/p>\n<p>With CRM Retargeting you can add a cookie to every user in your database in order to communicate with them while they surf the different areas of the web.\u00a0<a href=\"https:\/\/www.mdirector.com\/en\/crm-display-retargeting\/?origin=WEB_blog_EN_30_words_programmatic_buying\" target=\"_blank\" rel=\"noopener\">Do you want to know how CRM Display Retargeting works?<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Do you know the essential programmatic buying terms? An innumerable number of concepts exist for defining the various aspects of the digital marketing sector, from something basic like the target of the online marketing campaign [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":32964,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","rating_form_position":"","rating_results_position":"","mr_structured_data_type":"","footnotes":""},"categories":[1903],"tags":[],"class_list":["post-117119","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The 30 Magic words of Programmatic buying<\/title>\n<meta name=\"description\" content=\"Do you know the essential programmatic buying terms? An innumerable number of concepts exist for defining the various aspects of the digital marketing\" \/>\n<meta name=\"robots\" content=\"index, follow\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The 30 Magic words of Programmatic buying\" \/>\n<meta property=\"og:description\" content=\"Do you know the essential programmatic buying terms? An innumerable number of concepts exist for defining the various aspects of the digital marketing\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/\" \/>\n<meta property=\"og:site_name\" content=\"MDirector\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/MDirector.es\" \/>\n<meta property=\"article:published_time\" content=\"2016-11-28T23:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-04-19T11:36:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/cookies-cabecera.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"653\" \/>\n\t<meta property=\"og:image:height\" content=\"493\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"NewsMDirector\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@emailMDirector\" \/>\n<meta name=\"twitter:site\" content=\"@emailMDirector\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"NewsMDirector\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/\"},\"author\":{\"name\":\"NewsMDirector\",\"@id\":\"https:\/\/www.mdirector.com\/en\/#\/schema\/person\/d91d62ca88afe0ab43d79d7fadc367b5\"},\"headline\":\"The 30 Magic words of Programmatic buying\",\"datePublished\":\"2016-11-28T23:00:00+00:00\",\"dateModified\":\"2022-04-19T11:36:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/\"},\"wordCount\":1753,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.mdirector.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/cookies-cabecera.jpg\",\"articleSection\":[\"Digital Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/\",\"url\":\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/\",\"name\":\"The 30 Magic words of Programmatic buying\",\"isPartOf\":{\"@id\":\"https:\/\/www.mdirector.com\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.mdirector.com\/en\/blog\/30-magic-words-programmatic-buying\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/cookies-cabecera.jpg\",\"datePublished\":\"2016-11-28T23:00:00+00:00\",\"dateModified\":\"2022-04-19T11:36:27+00:00\",\"description\":\"Do you know the essential programmatic buying terms? 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