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Current (2016) Tag Categories

Ad Exchange
An auction-based marketplace connecting advertisers buying ad space with publishers selling ad inventory. Exchange platforms typically enable advertisers to work with data aggregators to target their ads.

Ad Network
Seller of aggregated publisher ad inventory from many websites. Many ad networks use proprietary technology and partner with data aggregators to target ads.

Ad Server
Technology that delivers advertisements to websites and monitors progress and performance of ad campaigns.

Ad Verification
Technology used by advertisers to ensure their ads run on approved sites only and not adjacent to unsavory or blocked content.

Advertiser
Company sponsoring advertisements that is ultimately responsible for the message delivered to the consumer.

Agency
Provider of creative and/or media buying services (both audience and data) for advertisers.

Analytics Provider
Provider of platform technology enabling data aggregation, analysis and report creation to assess marketing effectiveness and/or business performance.

Business Intelligence
Provider or platform offering multi-sourced data analysis for operational/investment growth.

Content Management/SaaS
Platform or technology providing Software-as-a-Service, cloud hosting, data storage and/or content management capabilities; including CDNs, website builders and content streaming resources.

Creative/Ad Format Technology
Provider of technology or services that enable advertisers to create specialized advertising messages that typically offer increased features and interactivity.

Data Aggregator/Supplier
Collects data from a range of online and sometimes offline sources and provides data to advertisers directly or via exchange.

Data Management Platform
Provider of technology to manage collection, storage, protection, segmentation and use of online data. DMPs are also used to manage users' privacy preferences.

Demand Side Platform
Technology provider that enables advertisers to buy ad inventory from multiple ad exchanges utilizing multiple data suppliers and auction-based bidding.

Marketing Solutions
Provider of a suite of solutions concerning marketing integration and targeted campaign analytics or discrete methods to segment and expand consumer bases.

Optimizer
Provider of analytics technology and services enabling advertisers and publishers to optimize advertising campaigns and/or websites against a multitude of performance metrics.

Research Provider
Technology provider or service that collects and analyzes ad campaign and/or website data to inform marketing strategy.

Retargeter
Technology provider enabling advertisers to target an advertisement to a user that has visited their website or interacted with a different advertisement in the past.

Supply Side Platform
Technology provider that helps publishers sell ad space through multiple networks and/or exchanges and optimize ad revenue.

Tag Manager
A monitoring solution that allows companies to independently manage tags (codes used to deliver content or an ad to a specific webpage), for purposes of consistency and efficiency.

Website Optimization
Service or platform providing solutions toward SEO/SEM or website performance, including B2B personalization and search platforms.

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