- Ad exchange – an ad partner that serves as a broker between a publisher and an advertiser. Ad exchanges use RTB technology to sell a publisher’s inventory in an auction-like manner. Typically, you can set a price floor within an ad exchange and you’ll receive a higher rate due to the auctioning process.
- Ad network – an ad partner that serves as a middle man between a publisher and an advertiser. Typically, ad networks provide you with a static rate for your inventory that rarely fluctuates.
- Auction Price Floor – This is the same idea as a standard price floor but in an auction or programmatic environment the floor serves as a minimum but can be exceeded by higher bidding. For example if you set your price floor at $1 you can still receives bids at $1.25 but not $.75.
- Creative – You will often here this word used to refer to the actual images the advertising display