Marketing Terms and Abbreviations

Browse the most common terms and abbreviations in marketing.

Terms and abbreviations in programmatic buying

DSP
Demand-side platform, a purchasing platform such as Adform, DoubleClick Bid Manager or MediaMath. The publisher's advertising inventory is bought directly through DSPs, and the buyer is typically a media agency or the advertiser itself.

You may use all of the most common DSPs to buy advertising from Sanoma.

SSP
Supply-side platform, a selling platform. Publishers use their own selling platforms to offer their advertising inventory for sale. Supply-side platforms are integrated into the DSPs of buyers.

Sanoma’s SSP is AppNexus for Display and FreeWheel for Video.

DMP
Data Management Platform, a databank for organizing and storing data that can be used to target advertising, among other purposes. DMPs also allow you to buy and sell visitor segments regardless of the media environment.

Read more about Sanoma's data segments

RTB
Real-time bidding. RTB allows ad impressions to be auctioned in real time within milliseconds.

All of Sanoma’s programmatic solutions are based on real-time bidding.

eCPM
Effective cost per mille, or one thousand impressions. Ad impressions are sold according to CPM rates. The formula for calculating eCPM is advertising costs / ad impressions * 1000.

Viewability
Ad viewability; the iAB definition for viewability is that 50% of the ad must be in view for one second on the user’s screen. In terms of larger ad forms, the standard is 30% and 1 second.

Sanoma aims to make advertising as viewable as possible for the consumer while keeping a good user experience in mind.

vCPM
Cost per thousand viewable ad impressions served. The formula for calculating vCPM is advertising costs / viewable impressions * 1000.

First-party data
Own data that can be utilized to target advertising. The data can be e.g. the customer’s data collected from a website or a CRM system.

Second-party data
The partner’s data, such as the data of the media. When creating campaigns, the buyer can utilize the data of the media by e.g. cross-targeting with its own data or utilizing the data in prospecting.

Third-party data
Buyers may also utilize the targeting options of third-party data providers in campaign targeting even when they are not directly linked to the customer or the media. The media can also serve as a third-party data provider through a DMP, in which case the media sells only data regardless of the media environment. 

PMP
Private Marketplace. Several media offer their ad inventory in a closed marketplace where they have better control over e.g. the buyers and advertisers using the inventory. In a private marketplace, inventory is sold using deals.

The majority of Sanoma's solutions can be sold in a PMP.

Deal
Deals are packages used in a closed marketplace which the publisher has created from its own inventory. A deal allows the buyer to buy the publisher's network. A deal includes a definition of the bought inventory and the buyer for whom the deal is created. In addition, a deal may include e.g. data and other targeting. Each deal has its own unique ID.

A price may also be set in a deal, but Sanoma’s deal structure is typically somewhat different. Read more about our pricing.

The majority of Sanoma's inventory is bought using deals.

Deal ID
A numerical code that matches the seller of the media coverage to the buyer. Each deal has its own unique Deal ID, and it is linked to the Seat ID in the DSP. The Deal ID may be e.g. customer-, solution- or agency-specific.

OpenRTB
Open marketplace. A marketplace open to all advertisers for buying inventory without a Deal ID.

Sanoma’s ad inventory may also be bought via OpenRTB. However, the network is only open to our approved partners.

Ecosystem of Programmatic Buying
Programmatic advertising primarily involves two parties: a supply side and a demand side. When a consumer navigates to the publisher's website, the supply side sends an invite to the demand side to bid in an auction. The DSP responds with a bid if the buyer's campaign configurations match the offered impression. If there are other bids for the impression, an auction will be held in the SSP where the highest bidder will win the impression and pay the second-highest price.