Digital advertising concerns advertising on the Internet via websites, apps, online games, etc. More specifically, digital advertising does not include print advertising, radio or TV.

Adtech is the digital advertising ecosystem. This term refers to advertising technologies such as: a DSP, a SSP or an Ad Server, as well as analytics and digital tools used in the context of advertising.


For a user’s perspective, cross-device consists in switching the use between a smartphone, a tablet and a desktop. The principal challenge is to be able to recognize and follow a unique user from one device to the other. This tracking allows to better know the consumer behavior and to adjust marketing and advertising actions to this behavior.

A drive-to-store campaign intends to guide users, thanks to mobile advertising campaigns, to the advertiser’s store.

The capping is a process that limits the display of advertising to an individual user in order to reduce the intrusive feeling of a campaign, through every device.

Brand safety gathers several practices to ensure that an advertisement will not get exposure in an improper context.

The viewability, as part of the advertising ecosystem, consists to know how noticeable is the advertising space (or an ad) on the web page where it appears. The viewability is an important issue in the advertising ecosystem because it naturally impacts the campaign effectiveness.

Creative formats

An interstitial ad is an advertising format which appears in full screen before a web page or an app is loaded on a mobile universe. The user may choose to view and click on the ad or to skip by closing the ad with a button.

An expand banner is an expandable advertising banner on a web page. It usually appears and expands when users click on an ad banner.

Rich Media is a category of creative ad formats, which includes all formats involving interactions and animated elements, such as product carousels or animated elements created with HTML5.

The Dynamic Creative Optimization (DCO) is a dynamic and personalized advertising format which adjusts in real-time to the user context (geolocation, weather or season…).


Declarative data are the data declared by a person, after having communicated their consent. For example, while browsing on an e-commerce website, a subscription may be required. When someone creates their client account, they willingly register their gender or age. These data are therefore declaratives.

This method aims to identify a person through all devices thanks to their unique login or ID. The deterministic approach allows to optimise the advertising targeting and create several diffusion scenarios.

This approach relies on the creation of a probabilistic model made to recognize an user through its devices. Thanks to data coming from several sources, in particular programmatic, the algorithm extrapolates them in order to identify users through their devices with the highest probability.

A log-level data are data issued from a log-level universe, a digital space in which every user has to be connected in order to explore it, for example some e-commerce websites. Adot exploits the log-level data of Veepee, which allows us to target audiences according to several criteria such as their gender, age or spending habits.

A Device ID is a unique number associated with a mobile device (smartphone and tablet). According to the operating system, the device ID is named Google ID for Android and IDFA for IOS.

Socio-demographic data gather identification criteria such as gender, age or AB.

The Data-Management Platform centralizes data coming from several sources (1st and 3rd party data, etc.). These data are analyzed in order to enhance the user knowledge. This expertise allows marketers to build segmentation and optimize the campaign according to the targeted audience.


Insights gather all of the learnings generated about a specific audience that are exposed through studies and on post-campaign reports.


The user consents when he is clearly demonstrating his willingness to share his data with a website or an app.

GDPR is the General Data Protection Regulation, this European regulation is the reference text about personal data protection.

The opt-in occurs when a person has to give their explicit consent before being exposed to targeted advertising.


A Demand-Side Platform is a technology platform that allows the online sale of advertising space in an automated way and in real-time. This platform uses a quick and efficient algorithmic system and, depending on the relevance of the target and the advertising space’s price, deals with an SSP (Supply-Side-Platform) in order to display media campaigns in the right inventory.

A Supply-Side-Platform is a technology platform that improves the online sale of advertising space in real time for publishers. A SSP connects publishers, who want to sell their inventory, to programmatic players who would like to buy an advertising space in this inventory in order to promote their media campaign.

Programmatic data arise from the winning bidding, they gather media navigation patterns, key words of navigated web pages and media interests.