A Jargon Busting Guide to B2B Programmatic Advertising

Inbox Insight

Cost Per Click (CPC) – average cost of user click-through (when user clicks ad). DoubleClick – a Google marketing platform that combines advertising and analytics. Frequency Capping – restricting the number of times a specific user is shown advertising. A ‘Universal frequency cap’ refers to the ability of a DSP to offer a comprehensive frequency cap number for its entire range of inventory, rather than on a per-publisher or per-network basis.

Want to Insert Ads Into Your iPad-Enabled, HTML5 Videos? There’s a Service for That


On the back-end, you can customize settings like device frequency capping (how many times an ad is delivered to a unique device), time restrictions (when an ad should be played), a target impression goal (how many times a video is served), ad placement (pre-, post- or mid-roll) and geo-targeting. There’s also DoubleClick integration for those who use it. A few of mDialog’s features, including CPC and interactive overlays have yet to arrive.

What Is an Ad Network? Definition, Types, and Examples

Martech Advisor

The advertiser’s campaign contains details about the target audience, budget, frequency caps, and much more, whereas, on the side of the publisher, they install the ad-network ad tags on their site. Cost-per-click (CPC). The concept of an ad network was championed by DoubleClick in 1996, and after Google bought DoubleClick in 2007 for $3.1 billion, it became DoubleClick for Publishers (DFP), a premium network of publishers for the tech giant.