Programmatic advertising is dense with acronyms, and your advertisers won't all know them.
An AdTech Glossary is maintained with plain-language explanations of the terms that come up most: DSP, SSP, RTB, QPS, CPM, CPC, CPA, tracking and fraud terminology.
A few that cause the most confusion
- DSP vs SSP — a DSP buys inventory on behalf of advertisers; an SSP sells it on behalf of publishers. Your platform is the DSP.
- QPS — queries per second, the rate of bid requests. There's no QPS cap on subscription plans. See How supply works: SSPs, exchanges and QPS.
- CPM vs CPC — cost per thousand impressions vs cost per click. Which applies depends on the format. See Ad formats and creative specs.
- Pre-bid vs post-bid — pre-bid filtering refuses traffic before money is committed; post-bid analysis reviews what was already bought. Both are used. See How AI-powered fraud detection works.
Tip for operators: you can point your own advertisers at these definitions in your support replies, but if you'd rather keep them entirely inside your brand, the same explanations are yours to reproduce in your own help content.
Sep 7, 2026