Ad tech glossary
Quick reference for essential digital advertising terminology. From clickTags to DSPs, understand the language of modern ad tech.
Ad server
A platform that stores, delivers, and tracks ad creatives across websites and apps. Ad servers manage trafficking, targeting, frequency capping, and performance reporting.
Backup image
A static fallback image (GIF, JPG, or PNG) displayed when HTML5 cannot render, required by IAB specs. Ensures creatives are visible in all environments and browsers.
ClickTag
A JavaScript variable in HTML5 banner ads that holds the click-through URL, replaced by the ad server at serve time. Essential for tracking clicks and directing users to landing pages.
CMP (Creative Management Platform)
Software for building and managing ad creatives at scale (e.g., Celtra, Bannerflow). CMPs streamline creative production, testing, and distribution across multiple formats and platforms.
DSP (Demand-Side Platform)
A platform that buys ad inventory programmatically on behalf of advertisers. DSPs optimise bidding, targeting, and budgets to reach desired audiences across multiple publishers.
HTML5 creative
A banner ad built with HTML, CSS, and JavaScript, packaged as a ZIP file. HTML5 creatives offer superior interactivity, animation, and targeting compared to static images.
IAB (Interactive Advertising Bureau)
The industry body that sets technical specifications for digital advertising. The IAB publishes standards for creative sizes, file weights, animation limits, and platform compatibility.
Impression
A single instance of an ad being displayed to a user. Impressions are the primary metric for campaign performance and billing (cost per thousand impressions, or CPM).
SSP (Supply-Side Platform)
A platform that helps publishers sell their ad inventory programmatically. SSPs auction inventory to DSPs and manage yield optimisation and ad quality.
Third-party ad server
An independent ad server used by agencies to track campaigns across multiple publishers and DSPs. Third-party servers provide neutral cross-publisher analytics and trafficking capabilities.
Trafficking
The process of setting up and delivering ad campaigns in an ad server. Trafficking includes uploading creatives, defining targeting rules, configuring clickTags, and scheduling campaigns.
ZIP package
The standard delivery format for HTML5 ad creatives, containing index.html and all assets (images, CSS, JavaScript, fonts). ZIP files are compact, portable, and supported by all major ad platforms.
This glossary covers core concepts used throughout Adloom documentation. For platform-specific terms, refer to the relevant ad server or DSP documentation.