IAB Terms and Acronyms ; Questions and
Answers
Holding Companies Answer-A "Parent" Company that owns Numerous
agencies, and sometimes ad tech companies
Examples: Interpublic Group (IPG), Omnicom, WPP, Publicis
Agencies Answer-A company that provides advertising and marketing
services to brand marketers; offer a range of services from creative to media or a
combination; can be independent or held.
Examples (of both); Mindshare (WPP), OMD (Omnicom), Leo Burnett (Publicis),
Universal McCann (IPG), AKQA (Independent)
Brands Answer-The Marketer, or end user of advertising.
Examples: Coke, Proctor & Gamble, GM, Diageo, Kraft, Delta Airlines, Netflix,
Starbucks, Johnson & Johnson
, IAB Terms and Acronyms ; Questions and
Answers
Publishers Answer-Entity that creates and owns content; could be
anything that has ad inventory - includes websites, blogs and even apps.
Examples: WSJ, NYT, Weather.com, Buzzfeed, Amazon, Candy Crush, Facebook
Trading Desk Answer-Centralized Management Platform, specializing in
programmatic audience buying; used by agencies, owned at the holding
company level; They are layered on top of DSP(s)
Examples: Xaxis (WPP), Vivaki/Audience on Demand or "AoD" (Publicis), Accuen
(Omnicom), Cadreon/Magna (IPG), Varick (MDC), Affiperf (Havas)
Portals Answer-Destination sites that provide WWW search, email and
content (owned or aggregated)
, IAB Terms and Acronyms ; Questions and
Answers
Examples: Google, AOL, Yahoo, Bing
Networks Answer-Provide an outsourced sales capability for publishers
and a means to aggregate inventory and audiences from numerous sources in a
single buying opportunity for media buyers; includes technologies to enhance
buys including unique targeting capabilities, creative generation, and
optimization.
Examples: (1-Display) Collective, Undertone: (2-Mobile) MillenialMedia,
Admob, TapJoy, JumpTap; (3-Video) Videologoy, Tremor, BrightRoll, YuMe
Exchanges Answer-A sales channel between pubs and networks,
aggregating inventory via a platform that facilitates automated acution-based
pricing and Real Time Bidding (RTB = The open Exchange)
, IAB Terms and Acronyms ; Questions and
Answers
Examples: (1-Display) DoubleClick, RightMedia, OpenX, Facebook Exchange; (2-
Video) AdapTV, SpotXchange; (3-Mobile) MoPub, Appnexus
Demand Side Platforms (DSP) Answer-Tech interface that provides
centralized and aggregated programmatic media buying from multiple sources
including publishers, ad exchanges and ad networks.
Examples: Turn, MediaMath, AppNexus, DataXu, The Trade Desk
Supply Side Platforms (SSP) Answer-Tech used by publishers to
programmatically sell inventory, optimize pricing/yield audience for a pool of
potential advertisers.
Examples: AppNexus, AdMeld, Pubmatic, Rubicon
