Glossary: D is for…


Welcome to our glossary of online advertising terms!

Find out more about online advertising terms that start with the letter D.

 


Daisy-Chaining

Daisy-Chaining in online advertising is the process of passing Ad Calls from one Ad Network to another via the use of defaults. The order in which the Ad Networks are used is often referred to as “The Waterfall” as in “that network is doing well, so we should move them up in the waterfall”.

 


DART for Publishers

DART for Publishers (or DFP) is Google’s Ad Server. There is a version for large Ad Networks, as well as a free version (DFP small business) for small sites.

 


De-Dupe

De-duping results (or the de-duplication of results) is a process that occurs to the results of CPA campaigns, and means ensuring that two different companies don’t both get paid for the same sale.

For example if a user sees an ad on two different sites before buying the product advertised, then that sale has to be de-duped. This is because (assuming the advertiser is paying on PI Conversions) theoretically both sites have earned a CPA payout on that sale. Advertising Agencies therefore have to de-dupe the data to ensure that only the last site a user saw the ad on gets paid.

 


De-duplication 

The de-duplication of results (or de-duping results) is a process that occurs to the results of CPA campaigns, and means ensuring that two different companies don’t both get paid for the same sale.

For example if a user sees an ad on two different sites before buying the product advertised, then that sale has to be de-duped. This is because (assuming the advertiser is paying on PI Conversions) theoretically both sites have earned a CPA payout on that sale. Advertising Agencies therefore have to de-dupe the data to ensure that only the last site a user saw the ad on gets paid.

 


Default Ad 

A Default Ad is an ad which shows when no-other ad is available from an Ad Server due to targeting restrictions, or even just because no ads are available. They are commonly used for House Ads, Remnant Network code, or PSAs.

 


Demand Side Platform 

A Demand Side Platform (or DSP) is a type of RTB Ad Network in which Ad Agencies input how much they want to pay for an Ad Campaign, and then publishers come and bid to get the business.

 


Device Targeting

Device targeting is the process of making ads deliver on a specific types of computer – be it mobile, desktop or tablet.

 


DFP

DFP stands for DART for Publishers and is Google’s Ad Server. There is a version for large Ad Networks, as well as a free version (DFP small business) for small sites.

 


Display Advertising 

The generic term used to describe image based online advertising such as the use of 160x600s, 300x250s and 728x90s. Also known as Banner Advertising. This is a term taken from print advertising.

 


Downweight

Downweight is a term used when optimising ads. It means reducing an ads appearance on badly performing placements so as to improve the overall performance of a campaign.

 


DSP 

A Demand Side Platform (or DSP) is a type of RTB Ad Network in which Ad Agencies input how much they want to pay for an Ad Campaign, and then publishers come and bid to get the business.

 



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