Topics
Browse ad-tech topics by area. Each topic has a definition and the latest news.
Core AdTech Infrastructure
DSP (Demand-Side Platform)
A system that lets advertisers and agencies buy ad impressions across many exchanges and data sources through one interface, using automated bidding.
SSP (Supply-Side Platform)
A programmatic platform publishers use to automate selling their ad impressions to many buyers at once.
Ad Exchange
A digital marketplace where ad impressions are bought and sold in real-time auctions between buyers and sellers.
Programmatic Advertising
The automated buying and selling of digital advertising using software and real-time data instead of manual negotiation.
Header Bidding
A technique that lets publishers offer inventory to several demand sources simultaneously before calling their ad server, increasing competition.
The Trade Desk
A leading independent demand-side platform and the steward behind the Unified ID 2.0 identity framework.
Privacy & Identity
Digital Identity
Methods for recognizing users and households across sites and devices for targeting and measurement, increasingly without third-party cookies.
UID2 (Unified ID 2.0)
An open-source identity framework that uses hashed, encrypted email addresses as a cookieless identifier.
LiveRamp
An enterprise data connectivity and identity resolution platform powering cookieless targeting with RampID.
Third-Party Cookies
Browser identifiers set by domains other than the visited site, historically used for cross-site tracking and now being restricted.
Privacy & Regulation
Laws, platform policies and industry standards governing how advertising data is collected, consented to and used.
Apple & iOS Privacy
Apple platform changes such as App Tracking Transparency and iOS releases that reshape mobile ad tracking and attribution.
Channels
CTV (Connected TV)
Advertising delivered to internet-connected televisions and streaming devices, often bought programmatically.
Retail Media
Advertising sold by retailers on their own sites, apps and partner networks, powered by first-party shopper data.
Mobile & In-App Advertising
Ads served inside mobile apps and mobile web, including app-install campaigns and in-app programmatic exchanges.
Measurement & Attribution
Tools and methods for verifying ad delivery and quantifying its impact on outcomes such as sales and conversions.