Glossary
Curated OLV and CTV supply, explained.
Plain-English definitions of the terms buyers, agencies and curators use every day, from deal IDs to unverifiable supply.
A
ads.txt
- A public file on a publisher's website that lists the companies authorised to sell its inventory, and whether each one sells directly or as a reseller.
- Why it matters: It's the publisher's own declaration, which is why buyers use it to check whether a seller should be selling that site at all.
- Related:app-ads.txtsellers.jsonAuthorised seller
B
Bundle ID
Also called: App bundle
- The unique identifier of a mobile or CTV app, used in programmatic advertising to say which app an impression came from.
- Related:CTVapp-ads.txt
C
CTV
Also called: Connected TV
- Connected TV: video ads delivered through apps and channels on internet-connected television screens, such as smart TVs, streaming sticks and games consoles.
- Why it matters: CTV is often harder to verify than web video, because apps and channels are identified differently and declared less consistently.
- Related:Bundle IDapp-ads.txt
Curated deal
Also called: Curated supply, Curated marketplace
- A package of programmatic inventory assembled by a curator, SSP or agency and sold to buyers through a deal ID. Curation groups supply by quality, audience or context so buyers don't have to build it themselves.
- Why it matters: Curated deals now carry most programmatic spend, so the quality of the supply inside them matters more than ever.
- Related:PMPDeal IDCurator
Curator
- A company that selects and packages programmatic supply into curated deals for buyers, often adding data, quality controls or a specific media focus.
- Related:Curated deal
D
Deal ID
- The identifier that links a buyer's campaign to a specific deal on an SSP. It's how curated and private-marketplace inventory is targeted and reported.
- Related:PMPSSP
DSP
Also called: Demand-side platform
- A demand-side platform: the technology advertisers and agencies use to buy programmatic inventory across many SSPs.
- Related:SSP
I
Instream video
- A video ad that plays inside a video player, before, during or after the video content the viewer chose to watch.
- Related:Outstream videoOLV
M
Money at risk
- Spend with hard evidence of a problem, such as an unauthorised seller, a format that didn't match what was sold, or a price gap for the same inventory. Each dollar is counted once, and unverifiable spend is reported separately.
- Related:Unauthorised sellerPrice gapUnverifiable supply
O
OLV
Also called: Online video
- Online video advertising that runs on websites and in apps, as opposed to on a television screen. It includes instream and outstream formats.
- Related:Instream videoOutstream videoCTV
Outstream video
- A video ad that plays outside a content video player, for example between paragraphs of an article or in a feed.
- Related:Instream videoOLV
P
Path Score
- The Odyns™ integrity score for a domain, from 0 to 100. It's only issued where there is enough evidence to support it; otherwise the domain is marked unrated.
- Related:Money at risk
PMP
Also called: Private marketplace
- A private marketplace: an invitation-only auction where selected buyers bid on specific inventory through a deal ID, usually at a floor price agreed in advance.
- Related:Deal IDCurated deal
Price gap
- A difference in price for comparable inventory from the same publisher, bought through different supply paths or seller seats at the same time.
- Related:Supply pathMoney at risk
R
S
Seller seat
Also called: Seller account, Seller ID
- The account a seller uses on an SSP to offer inventory. One publisher can be sold through several seller seats, each with its own ID.
- Related:sellers.jsonSupply path
sellers.json
- A public file published by an SSP or exchange that lists the seller accounts on its platform and identifies the business behind each one.
- Why it matters: Together with ads.txt, it lets a buyer check both sides of a supply path: who the publisher authorised, and who the platform says it is paying.
- Related:ads.txtSeller seatSupplyChain object
SSP
Also called: Supply-side platform
- A supply-side platform: the technology publishers and sellers use to make their ad inventory available to buyers through auctions and deals.
- Related:DSPSupply path
Supply path
Also called: Supply route
- The route an impression takes from the publisher to the buyer: the SSP, the seller account and any resellers in between. The same inventory can reach one deal through several supply paths at different prices.
- Related:Supply path optimisationSeller seatPrice gap
Supply path optimisation
Also called: SPO
- The practice of buying the same inventory through fewer, cleaner and better-value supply paths, cutting out unnecessary resellers and fees.
- Related:Supply pathPrice gap
SupplyChain object
Also called: schain
- Information passed with a bid request that lists every company that handled the impression on its way to the buyer. It's how multi-step reselling can be traced.
- Related:sellers.jsonSupply path
U
Unverifiable supply
- Supply that can't be confirmed as authorised or unauthorised, usually because the publisher's declaration is missing, unreadable or doesn't cover that app or channel. Honest audits report it separately rather than counting it as clean or as fraud.
- Related:Authorised sellerCTV
See these terms in your own deals.
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