AdTech Guides & Tools
Authoritative reference guides and interactive calculators for programmatic advertising professionals. Updated continuously to reflect the latest industry standards.
Interactive Tools
CPM, CTR, eCPM, ROAS, LTV, Ad Revenue calculators · VAST & OpenRTB validators · Ad Size Guide
Reference Guides
Ad Fraud
What is Ads.txt?
A deep dive into ads.txt: How this IAB standard functions as the primary defense against domain spoofing and ensures supply chain transparency in programmatic advertising.
Read guideWhat is Ad Fraud?
A deep dive into the mechanics of digital ad fraud, exploring how bot traffic, domain spoofing, and injection techniques threaten ROI and how to leverage IAB standards for protection.
Read guideProgrammatic
What is a Private Marketplace (PMP)?
A deep dive into Private Marketplaces (PMPs), exploring how they bridge the gap between programmatic efficiency and premium inventory control for publishers and brands.
Read guideWhat is Programmatic Guaranteed?
Discover how Programmatic Guaranteed provides advertisers with a stable, contract-based pathway to premium inventory while bypassing the volatility of auctions.
Read guideFirst-Price vs Second-Price Auctions
A deep dive into the shift from second-price to first-price auctions, exploring how bid shading, OpenRTB standards, and market transparency have reshaped programmatic advertising.
Read guideWhat is Contextual Targeting?
Discover how contextual targeting is reclaiming its place as the gold standard for programmatic advertising in a privacy-first, cookieless ecosystem.
Read guideWhat is Header Bidding?
A comprehensive guide to header bidding, covering how it works, the trade-offs between client-side and server-side models, and the impact on publisher yield.
Read guideProgrammatic Advertising Glossary: 50 Essential Terms
The programmatic ecosystem operates on a foundation of standardized protocols and rapid technological shifts. Mastering its vocabulary is critical for optimizing spend, negotiating deals, and navigating an increasingly privacy-centric landscape. This comprehensive reference covers 50 essential terms.
Read guideOpenRTB Guide: Understanding the Real-Time Bidding Protocol
A practical guide to the OpenRTB real-time bidding protocol — the bid request and response flow, key objects (imp, banner, video, deal), and the auction mechanics every adtech engineer should know.
Read guideDSP vs SSP: What's the Difference?
A DSP buys ad inventory on behalf of advertisers. An SSP sells that inventory on behalf of publishers. Here's how they work, how they differ, and where they meet in the programmatic auction.
Read guideWhat is an SSP?
A Supply-Side Platform is the publisher's programmatic sales engine — automating inventory auctions, managing floor prices, and orchestrating demand partners at scale.
Read guideWhat is a DSP?
A comprehensive guide to Demand-Side Platforms — what they are, how real-time bidding works, key features, top providers, and practical use cases for modern advertisers.
Read guideIdentity
What is Identity Resolution?
Identity resolution is the critical process of connecting disparate user data points into a single profile. This guide explores the transition from cookies to privacy-first, deterministic identifiers.
Read guideWhat is a CDP?
A deep dive into Customer Data Platforms, explaining how they unify first-party data for personalized marketing and how they differ from legacy DMPs.
Read guideWhat is a DMP?
A deep dive into how Data Management Platforms (DMPs) aggregate audience data, fuel programmatic bidding, and adapt to the evolving cookieless privacy landscape.
Read guideCTV & Video
Connected TV (CTV) Advertising Guide
A comprehensive guide to the CTV advertising landscape, covering the technical nuances of OTT delivery, targeting, measurement standards, and strategic execution.
Read guideHow to Configure OpenRTB 2.6 for CTV: A Step-by-Step Guide with a Real-World Bug Breakdown
Step-by-step setup of OpenRTB 2.6 for CTV: bid request, pod auctions, and validation. A real case with a podidseq error and a working fix for DSPs and SSPs.
Read guide