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Ad server

A technology interface connected to a database that stores ads and delivers them to publishers’ platforms (websites, video/audio players, etc.).

Addressable television advertising

Technology that enables different versions of advertising creative to be delivered at household level, usually enabled by set-top boxes with decisioning informed by multiple data sources. Addressable advertising has been introduced by several television providers in the US and by Sky (AdSmart) in the UK, for example.

Anti-ad blocking solution

Anti-ad blocking solutions circumvent ad blockers by delivering advertising through mechanisms that do not allow ad blockers to have any effect. This is typically done either by deploying server-side ad insertion (SSAI), also known as ad stitching, or through the use of video player plug-ins or SDKs.


Application Programming Interface. A set of routines, protocols and tools for building software applications.


Agency Trading Desk. A department or subsidiary of an advertising or media agency that is responsible for manag¬ing digital advertising buying on behalf of agency clients.


Also known as an HTTP cookie, web cookie, or browser cookie, a cookie is a string of code sent from a web server to a user’s browser that the browser is expected to send back to the web server in subsequent interactions. In online advertising, cookies generally store a unique identifier and may contain information such as a history of recently viewed ads (for frequency capping), when the cookie was created (to discover short duration identities) and other simple attributes.


Cost Per Mille/Thousand. Indicates the cost of buying one thousand ad impressions/contacts. Often used to compare the prices of different media and publishers.


Customer Relationship Management. A system for managing a company’s interactions with current and future customers.


Dynamic Ad Insertion. A technology solution that enables video publishers to change the advertising content that is inserted into either linear or on-demand streams. DAI allows more precise targeting at the individual user or household levels.


Data Management Platform. A technology interface that collects, sorts and houses information (for example web browsing behaviour, customer purchases, demographic data, etc.). DMPs allow audience segments to be identified and advertising transactions to be executed.


Demand-Side Platform. A technology interface that enables centralised and aggregated media buying from multiple sources, including ad exchanges, ad networks and supply-side platforms, often leveraging the real-time bidding capabilities of these sources.

First, second and third-party data

First-party data is information that has been collected and is owned by an advertiser or publisher. Second-party data is first-party data that has been acquired under a negotiated deal of some form. Third-party data is aggregated and packaged data that is available for purchase.


Internet Protocol Television. A television delivery system that uses the Internet to provide linear broadcast television, time-shifted viewing, VOD and other forms of information.


Online Behavioural Advertising. Advertising that is targeted to specific individuals using data collected over time and across multiple Internet domains, based on the user’s preferences or interest inferred from their online viewing behaviour.


Over-The-Top. Services accessible over the Internet via specific applications (via PC browsers, mobile apps, Smart TVs, games consoles or through hybrid boxes). OTT television services may be offered by broadcasters or other companies.


Personally Identifiable Information. A term used in US privacy law to identify information that can be used to identify, contact or locate a single person, or to identify an individual in context.

Private vs. Open Marketplaces

Private marketplaces restrict the trading environment to a pre-selected list of approved buyers. Open marketplaces are available to all buyers, and they are therefore a typical component of RTB platforms.

Programmatic advertising

Data-driven, automated planning and placement of advertising defined by pre-set demand and supply algorithms, which uses real-time evaluation of the pre-set conditions on which each individual impression or piece of advertising inventory that has been introduced into an ad exchange ecosystem could be traded.

Programmatic direct

Similar to a traditional direct sales transaction, differing only in that the transaction and delivery are automated. Some planning or adjustments of the initial media plan could be automated as well. The deal is negotiated directly between buyer and seller, and the inventory and pricing are guaranteed.


Real-Time Bidding. A real-time system for either bidding on (auction-based pricing) or buying (fixed price) online advertising inventory through an open exchange.


Software development kit, a programming package that enables a programmer to develop applications for a specific platform. Typically an SDK includes one or more APIs, programming tools and documentation.


Supply-Side Platform. Also referred to as Sell-Side Platform. A technology interface that provides outsourced media selling and ad network management services for publishers. The inventory managed by a SSP is usually purchased by aggregate buyers, either Demand-Side Platforms (DSPs) or ad networks.


Set-Top Box. A device that provides access to television, radio and other content (via digital terrestrial, satellite, cable or IPTV) and provides an output to a television screen or other piece of equipment.


Video On Demand. A system for watching films or TV programmes on Internet-enabled devices (including television screens) at any time. It may be funded by advertising (A-VOD), subscriptions (S-VOD), one-off payments (T-VOD) or subsidies (most commonly offered by public service broadcasters).

About us

The reference centre for audiovisual advertising sales houses


egta is the Brussels-based trade association of television and radio sales houses that market the advertising space of both public and private broadcasters across Europe and beyond.

Contact us


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1050 Brussels (Belgium)
Tel.: + 32 2 290 31 31
Fax: + 32 2 290 31 39