Header Bidding

Header bidding allows publishers...

SSP

Supply-side platforms help publishers...

DSP

Demand-side platforms let advertisers...

Prebid.js

Open source header bidding wrapper

OpenRTB

Protocol for RTB requests/responses

Ad Exchange

Marketplace where publishers & advertisers trade

Impression

One ad display to a user

Click-through

When a user clicks an ad

Fill Rate

Ratio of filled ad requests

CPM

Cost per thousand impressions