Third Party Vendor and Technology Definitions
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Data Management Platform
Any technology or service that enables advertisers to match, manage and upload cookie lists for the purposes of ad serving, targeting and analytics.
Demand-Side Platform (
DSP)
A technology provider that allows marketers to buy inventory across multiple platforms or exchanges. DSPs often include custom optimization, audience targeting, real-time bidding and other services.
Ad Server for Advertisers / Agencies
Technology for advertisers that delivers and tracks ads independently of the web site where the ad is being displayed.
Ad Server for Ad Networks / Ad Exchanges
Ad serving technology of a marketplace connecting advertisers to ad networks and data aggregators, often facilitating multiple connections and bidding processes.
Rich Media Vendor
Provider of technology to create and serve dynamic rich media ad formats
Rich Media Vendor / VAST In-Stream Ad Server
Provider of technology to create and serve VAST format ads.
Research Vendor (Analytics)
Compiles advertiser data and creates an attribution model. Does not buy or sell data. All data is advertiser's proprietary data (does not share data across clients). Only used for reporting purposes and/or retargeting and dynamically updating creatives. Cannot collect data upon ad impression for subsequent targeting purposes.
Research Vendor (Brand-Lift Study Exposure-Tracking Pixels)
Collects data for market research purposes. No ads are served or targeted based on this data.
Verification Service
Certifies or classifies web pages in an effort to prevent advertisers' campaigns from running on unsavory or blocked content, and/or protects advertisers from having other companies run their ads incorrectly.
In-Ads Advertising Option Icon Vendor
Technology provider delivering information and transparency to consumers on how third-party companies gather and use their data.
Banner
Static image banner.
Expandable Banner
Creatives whose dimensions expand when a user interacts with them.
Standard Image
Standard static image.
Instream Wrapper
Allows buyers to insert an additional redirect to their own server within the video snippet, for reporting and other purposes.
Tracking Pixel and Impression/View-Through Tracking
Tracking Pixel and Brand Lift Exposure
Format for investigating advertiser markets. Learn about tracking pixels
.
See "Research Vendor (Brand-Lift Study Exposure-Tracking Pixels)" above.
Tracking Pixel and Verification
Brand Lift, In-unit Invitation Banner
Banner format that invites users to participate in a survey.
See "Research Vendor (Brand-Lift Study Exposure-Tracking Pixels)" above.
Brand Lift, In-unit Invitation Layer
Special format that invites users to participate in a survey.
See "Research Vendor (Brand-Lift Study Exposure-Tracking Pixels)" above.
Brand Lift, In-unit Survey Banner
Banner format that prompts users to participate in a survey.
See "Research Vendor (Brand-Lift Study Exposure-Tracking Pixels)" above.
Tracking Pixel and Audience Composition
Tracking Pixel and Reach Frequency
Advertising option icon
See "In-Ads Advertising Option Icon Vendor" above.
Except as otherwise noted, the content of this page is licensed under the Creative Commons Attribution 4.0 License
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Last updated 2023-12-05 UTC.
[[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],["Last updated 2023-12-05 UTC."],[[["\u003cp\u003eThis page defines vendors and formats commonly encountered in online advertising.\u003c/p\u003e\n"],["\u003cp\u003eVendors include those involved in data management, demand, ad serving, rich media, research, verification, and providing advertising options.\u003c/p\u003e\n"],["\u003cp\u003eFormats encompass various display ads (banners, expandable banners, standard images), video ads (instream wrappers, VAST instream), HTML5 ads, and tracking pixels for different purposes.\u003c/p\u003e\n"],["\u003cp\u003eTracking pixels are used for verification, brand lift studies, audience composition, and reach/frequency analysis.\u003c/p\u003e\n"],["\u003cp\u003eSeveral vendor and format definitions include links to further resources and specifications for detailed information.\u003c/p\u003e\n"]]],["The content defines various advertising technology vendors and ad formats. Vendors include Data Management Platforms for managing cookie lists, Demand-Side Platforms for buying ad inventory, and Ad Servers for delivering and tracking ads. Rich Media Vendors create dynamic ad formats, while Research Vendors compile advertiser data for reporting and retargeting. Verification Services certify web pages, and In-Ads Advertising Option Icon Vendors provide data transparency. Ad formats range from static banners and expandable banners to VAST in-stream video and various tracking pixels.\n"],null,["# Third Party Vendor and Technology Definitions\n\n| Vendor definitions ------------------ ||\n|-------------------------------------------------------------|-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|\n| Data Management Platform | Any technology or service that enables advertisers to match, manage and upload cookie lists for the purposes of ad serving, targeting and analytics. |\n| Demand-Side Platform ( DSP) | A technology provider that allows marketers to buy inventory across multiple platforms or exchanges. DSPs often include custom optimization, audience targeting, real-time bidding and other services. |\n| Ad Server for Advertisers / Agencies | Technology for advertisers that delivers and tracks ads independently of the web site where the ad is being displayed. |\n| Ad Server for Ad Networks / Ad Exchanges | Ad serving technology of a marketplace connecting advertisers to ad networks and data aggregators, often facilitating multiple connections and bidding processes. |\n| Rich Media Vendor | Provider of technology to create and serve dynamic rich media ad formats |\n| Rich Media Vendor / VAST In-Stream Ad Server | Provider of technology to create and serve VAST format ads. |\n| Research Vendor (Analytics) | Compiles advertiser data and creates an attribution model. Does not buy or sell data. All data is advertiser's proprietary data (does not share data across clients). Only used for reporting purposes and/or retargeting and dynamically updating creatives. Cannot collect data upon ad impression for subsequent targeting purposes. |\n| Research Vendor (Brand-Lift Study Exposure-Tracking Pixels) | Collects data for market research purposes. No ads are served or targeted based on this data. |\n| Verification Service | Certifies or classifies web pages in an effort to prevent advertisers' campaigns from running on unsavory or blocked content, and/or protects advertisers from having other companies run their ads incorrectly. |\n| In-Ads Advertising Option Icon Vendor | Technology provider delivering information and transparency to consumers on how third-party companies gather and use their data. |\n\n| Format definitions ------------------ ||\n|-----------------------------------------------------|-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------|\n| Banner | Static image banner. |\n| Expandable Banner | Creatives whose dimensions expand when a user interacts with them. |\n| Standard Image | Standard static image. |\n| Instream Wrapper | Allows buyers to insert an additional redirect to their own server within the video snippet, for reporting and other purposes. |\n| VAST Instream | VAST Instream: Format for serving in-stream video ads via the [VAST specification](http://www.iab.net/guidelines/508676/digitalvideo/vsuite/vast/vast_copy). |\n| HTML5 | Learn about serving [HTML5 in the Ad Exchange](https://support.google.com/adxbuyer/answer/3338375) |\n| Tracking Pixel and Impression/View-Through Tracking | Format for tracking ad delivery and landing page. [Learn about tracking pixels](https://support.google.com/dfp_premium/answer/1347585). See \"Verification Service\" above. |\n| Tracking Pixel and Brand Lift Exposure | Format for investigating advertiser markets. [Learn about tracking pixels](https://support.google.com/dfp_premium/answer/1347585). See \"Research Vendor (Brand-Lift Study Exposure-Tracking Pixels)\" above. |\n| Tracking Pixel and Verification | Format for confirming delivery of ads. [Learn about tracking pixels](https://support.google.com/dfp_premium/answer/1347585). See \"Verification Service\" above. |\n| Brand Lift, In-unit Invitation Banner | Banner format that invites users to participate in a survey. See \"Research Vendor (Brand-Lift Study Exposure-Tracking Pixels)\" above. |\n| Brand Lift, In-unit Invitation Layer | Special format that invites users to participate in a survey. See \"Research Vendor (Brand-Lift Study Exposure-Tracking Pixels)\" above. |\n| Brand Lift, In-unit Survey Banner | Banner format that prompts users to participate in a survey. See \"Research Vendor (Brand-Lift Study Exposure-Tracking Pixels)\" above. |\n| Tracking Pixel and Audience Composition | Format for researching advertiser audience. [Learn about tracking pixels](https://support.google.com/dfp_premium/answer/1347585). See \"Research Vendor (Analytics)\" above. |\n| Tracking Pixel and Reach Frequency | Format for researching advertiser audience and reach. [Learn about tracking pixels](https://support.google.com/dfp_premium/answer/1347585). See \"Research Vendor (Analytics)\" above. |\n| Advertising option icon | See \"In-Ads Advertising Option Icon Vendor\" above. |\n| Interstitial | Learn about [Interstital ads](/authorized-buyers/rtb/interstitial-ads) |\n| Mobile Video | Learn about [Mobile formats](https://support.google.com/adxbuyer/answer/2813614) |"]]
