Ad Unit: Unique identifier of an ad placement within Google Ad Manager. It defines where an ad can be displayed.

Slot: Physical container (div or player) where the ad is rendered on the page.

Line Item: Configuration within Google Ad Manager that defines how a campaign is delivered (type, priority, targeting, budget).

GPT (Google Publisher Tag): JavaScript library used to serve Display ads (banners) from Google Ad Manager.

VAST (Video Ad Serving Template): Standard that defines how video ads are delivered via XML.

IMA (Interactive Media Ads SDK): Google library that interprets and plays VAST ads within a player.

RTB (Real-Time Bidding): Real-time auction where multiple advertisers compete to display their ad within milliseconds.

Fill Rate: Percentage of ad requests that receive a valid creative response.

CPM (Cost Per Mille): Cost per thousand impressions. A common metric in programmatic advertising.

House Ads: Publisher-owned creatives used as fallback when no external demand exists.

Remnant:Leftover inventory not filled by higher-priority campaigns.

Sponsorship / Programmatic Guaranteed: Reserved inventory with high priority, typically secured through a prior agreement.

GDPR: European data protection regulation that impacts advertising consent and targeting.

NPA (Non-Personalized Ads): Ad mode used when there is no consent for personalized targeting.

TFCD: Parameter related to child-directed content (Children’s Content compliance).

Preroll: Ad that plays before the main content.

Mid-roll: Ad that plays during the main content.

Post-roll: Ad that plays after the main content ends.

PAL (Publisher Ads Library): Advanced Google library designed for OTT and CTV environments, providing enhanced ad integrity and control.

Nonce: Unique value used to enhance security and prevent fraud in advanced advertising environments.

AdSense: Google's advertising network for publishers. When an ad space on your site hasn't been sold directly, AdSense can fill it with ads from Google's pool of advertisers.

Ad Exchange (AdX): Google's premium programmatic marketplace, where many advertisers bid in real time to show an ad in your space. It is typically available to larger publishers and offers more buyers and more control than AdSense.

Dynamic Allocation: The feature in Google Ad Manager that lets AdSense or Ad Exchange compete in real time against ads you've already booked. An AdSense or AdX ad only wins when it pays more than the booked ad, while guaranteed campaigns still get the impressions they need to meet their goals.

Network Code: The unique number that identifies a publisher's Google Ad Manager account. It is always the first part of an ad unit path, for example the 12345678 in /12345678/homepage/top_banner.

ads.txt: A public text file at the root of a website (e.g., example.com/ads.txt) that lists the companies authorized to sell that site's ad space. Advertisers check this file before buying.

Code Serves: The number of times Google Ad Manager received an ad request from your page and responded to it. It tells you whether the ad tag is actually reaching Ad Manager.

SRA (Single Request Architecture): A Google Publisher Tag setting that requests all the ads on a page in a single call to Ad Manager, instead of sending one request per ad space.