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Online Advertising and Ad Tech Glossary

The AppNexus Online Xandr Online Advertising and Ad Tech Glossary provides definitions of common and important terms relating to online advertising, ad tech, and ad trading. 

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ad server
ad server
ad server 
The computer or group of computers responsible for actually serving creatives to websites, or for making decisions about what ads will serve. An ad server may also track clicks on ads and other data. Major publishers, networks, and advertisers sometimes have one or more of their own ad servers. For example, AppNexus Xandr offers several types of ad servers, each with different capabilities and features. 

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API
API
API
An API, or application programming interface, is a programming method used to interact with software, applications, or tools. APIs provide a simplified querying language that allows consumers or developers to access underlying databases and hardware without disrupting stability or reliability, and without knowledge of underlying programming languages. They may be based on a variety of programming languages and models, but the types of APIs used by consumers to interact with Web-based software or apps are often known as SOAP or REST services, which consist of a set of specifications for remote calls that enable consumers to interact with data and systems without the risk of disrupting their function. For example, AppNexus Xandr uses a RESTful API to facilitate interaction with its Web-based software. 

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bidder
bidder
bidder
A bidder is a piece of technology that uses proprietary code and algorithms to analyze bid requests and respond with bids and creatives in real-time auctions. For example, AppNexus Xandr hosts a bidder that represents AppNexus Console Xandr UI clients’ buy-side settings.

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mediation
mediation
mediation
The process of sending bid requests to ad buyers outside of the AppNexus Xandr exchange via a client or server side redirection, with passbacks in case the buyer doesn’t fill the impression. Mediation enables access to additional ad networks to maximize fill rates. There are two main categories of mediation: web mediation and mobile mediation

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query string 
A way to pass data to a web application as part of a URL. For example, at AppNexus Xandr a buyer can target ads based on the information in the querystring. The query string comes after a "?" in the URL, for example:

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rotating creative
rotating creative
rotating creative
When a single ad tag is set to send one of several different creatives. Brand and other guidelines for creative acceptance may set limits on how much creatives may vary when associated to a single tag. For example, AppNexus Xandr bans a single tag from showing ads for multiple brands. See also dynamic creative

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third-party cookies
third-party cookies
third-party cookies
Cookies with a different domain than the website a user is currently on. For example, if you visit www.mysite.com, an AppNexus Xandr cookie with the domain ib.appnexus.com would be a third-party cookie. See also first-party cookies.

timestamp
The date and time that a specific event – such as a click or conversion – occurred. Useful in reporting functions and attribution. For example, at AppNexusXandr, the timestamp format is YYYY-MM-DD HH:MM:SS. In this format, 12:15 PM on New Year's Day 2015 would be 2015-01-01 12:15:00. 

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user ID mapping
user ID mapping
user ID mapping
Each buyer and seller may assign their own different IDs to a user. Without knowing that Seller S's user ABC is the same as Buyer B's user 1234, it is impossible for B to value an impression from S. To allow for attribution and valuation, different parties must synchronize their IDs by mapping one ID to another. For example, AppNexus Xandr assigns every user it sees a unique ID that's stored in the user's browser cookie. The AppNexus Xandr member or bidder maps the AppNexus Xandr ID to their internal user ID with the AppNexus Xandr User ID Mapping Service. Also known as user ID synching.

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