Typically served as javascript through a website’s ad server, an ad tag allows a website to communicate with an ad partner and serve an appropriate ad

You will often here this word used to refer to the actual images the advertising display

 Placing ad partners ad tags in order (usually by CPM rate, highest to lowest) so they have the option of serving an ad or ‘defaulting’ to the next partner in line.

A buy side platform that allows buyers of digital ad inventory to easily and more directly connect with sellers in a programmatic and real time environment

 (The Interactive Advertising Bureau

When an ad partner chooses to pass on the opportunity to capture or serve an ad impression they ‘default’ the opportunity to serve an ad. The tag that’s called during that default process is referred to as a passback tag.

 – A partnership between a publisher and ad provider where profits from ad serving are split as per the terms of the agreement. Before the rise of programmatic and RTB these agreements were closer to 50/50, but with the rise of programmatic buying that split has increased in the publishers favor. For example, Google’s Ad Exchange offers a 80/20 rev [..]

Request for Proposal

 Impression based, real time ad inventory sales method. This is a technology that allows thousands of buyers to bid on a single website impression based on bidding algorithms.

(Supply Side Platform)