The Exchange Lab - Powered By Proteus


DSP? CPM? DCO? CPA? Don’t Worry, Just Take a Look Below.



Small code placed on a website, unnoticeable to visitors and doesn’t affect performance. When new visitors arrive the pixel drops an anonymous browser cookie. Later, when cookied visitors browse the internet, the cookies inform your retargeting provider when to serve ads, ensuring your ads are served to a relevant audience.

PMP (Private Marketplace)

A closed environment for publishers to sample programmatic – setting a minimum price, access, advertisers, and inventory. This inventory is not otherwise available through an open auction.

Pop-Under Ad

Ad that appears in a separate window beneath an open window. Pop-under ads are concealed until the top window is closed, moved, re-sized or minimized.

Pop-Up Ad

Ad that appears in a separate window on top of content already on-screen. Similar to a daughter window, but without an associated banner.


(Post-roll blues - when you've finished your sandwich and are sad that there's no more left.)

An online video ad placement that appears at the end of an online video. See ‘Pre-roll’ and ‘Mid-roll’.

PPC (Pay-Per-Click)

An advert mail message. See ‘CPC’.


(It's 11 am, you're starving, and lunch time can't come quick enough.)

Form of online video ad placement where the advertisement is played before the content video plays. See ‘Post-roll’ and ‘Mid-roll’.

Programmatic Buying

Programmatic ad buying is the elimination of paper-based manual media buying to an automated process.

Programmatic Direct

Data-driven media buying through a web-based interface. This is the automation of processes involved in buying and selling media, which used to be quite an admin heavy process of order forms and RFPs (requests for proposals).


An individual or organization that prepares, issues and disseminates content for public distribution or sale via one or more media.


(...for the skies...)

1) Unique users that visited the site over the course of the reporting period, expressed as a percent of the universe for the demographic category – also called unduplicated audience; 2) the total number of unique users who will be served a given ad.

Remnant Inventory

Inventory that a publisher is unable to sell directly that is then typically turned over to a third-party to sell.

Responsive Design

A web design process enabling content to re-size, reformat, reshape, and re-position itself in real-time to fit the browsing screen of a user.


Allows online advertisers to target consumers based on their previous interactions with a website. It acts as a ‘reminder’ to site visitors who have not yet purchased. Also referred to as remarketing or behavioral targeting.

RTB (Real-Time Bidding)

Real-time bidding refers to the buying and selling of online ad impressions through real-time auctions that occur in the time it takes a webpage to load. Also known as RTA or Real-Time Advertising.