Web beacon - What is beacon or What is Pixel?

A web beacon, also known as a web bug, 1 by 1 GIF, invisible GIF, and tracking pixel, is a tiny image referenced by a line of HTML or a block of JavaScript code embedded into a web site or third party ad server to track activity.

The image used is generally a single pixel that is delivered to the web browser with HTML instructions that keep it from affecting the web site layout. The web beacon will typically include user information like cookies on the HTTP headers, and web site information on the query string.

Web beacons are used to collect data for web site and ad delivery analytics, and also specific events such as a registration or conversion:

·           Ad Creative Pixel - A web beacon embedded in an ad tag which calls a web server for the purpose of tracking that a user has viewed a particular ad.

·           Conversion Pixel -  A web beacon that transmits to a third-party server that a user has successfully completed a process such as purchase or registration.

·           Piggyback Pixel – A web beacon that embeds additional web beacons not directly placed on the publisher page.

·          Secure Pixel - A web beacon that is delivered over HTTPS.

What is an Advertisement?

A commercial message targeted to an advertiser’s customer or prospect.

E-mail Bounce or Bounce in online advertisnment

An e-mail that cannot be delivered to the mailbox provider and is sent back to the e-mail Service Provider that sent it. A bounce is classified as either “hard” or “soft.” Hard bounces are the failed delivery of e-mail due to a permanent reason, such as a non-existent address. Soft bounces are the failed delivery of e-mail due to a temporary issue, such as a full inbox or an unavailable ISP server.

Ref #IAB

Demand side platform - What is DSP?

A demand side platform (DSP), also called buy side optimizer and buy side platform is a technology platform that provides centralized and aggregated media buying from multiple sources including ad exchanges, ad networks and sell side platforms, often leveraging real time bidding capabilities of these sources.

Ref : #IAB

RTB - What is RTB?

The RTB acronym indicates a real-time system for either bidding on or buying ad inventory. The initial RTB ecosystems evolved from the efforts of DSPs to create a more efficient exchange of inventory. Due to these roots, RTB ecosystems put significant emphasis on user information (demographic and behavioral data, for example), while discounting the situation information (the publisher and context).

Ref : #IAB