Learn all about our advertising lingo.

Ad serving

Ad serving is the process of delivering advertisements to users on websites, apps, or other digital platforms. It involves selecting, managing, and displaying ads based on various factors, such as targeting criteria, ad placements, and campaign objectives.

Ad serving is facilitated by ad servers, which are specialized technology platforms designed to handle the complex logistics of digital advertising. Ad servers can be owned and operated by publishers (first-party ad servers), advertisers (third-party ad servers), or ad networks and exchanges.

AOOH (audio out-of-home) advertising

AOOH refers to the delivery of audio advertising content in public spaces (i.e. outside of the home).

These audio ads are broadcasted in locations like retail stores, airports, hotels, and restaurants. Their purpose is to provide a unique audio experience that engages the audience, creates brand awareness, or promotes a product or service.

Audience measurement

Audience measurement is the process of collecting and analyzing data regarding the size, demographics, and behaviours of a given media audience.

This information helps advertisers and content creators understand the reach and impact of their content, as well as to make informed decisions about advertising placement and content strategies.


Dayparting is an ad scheduling strategy that targets specific moments or times of day when an advertisement is most likely to be effective. When it comes to digital media, advertisers can divide the day into morning, midday, afternoon, and evening, or get even more targeted with specific hours, minutes, holidays, or events.

For example, a skincare brand may choose to run a campaign specifically for Mother’s Day, and a breakfast bar company may run an advertisement that only plays between the hours of 8AM and 10AM.

Direct IO

Direct IO, or Direct Insertion Order, is a traditional method of buying digital advertising inventory through direct agreements between advertisers (or their agencies) and publishers.

An insertion order (IO) is a formal, written contract that outlines the details of the ad campaign, including ad placements, pricing, targeting, and campaign duration. Advertisers and publishers negotiate the terms of the campaign, and once both parties agree, they sign the insertion order. This method is more manual compared to programmatic advertising, as it often involves direct communication between the involved parties.

DOOH (digital out-of-home) advertising

DOOH is a form of advertising that uses digital displays and screens in public or outdoor spaces to reach consumers outside their homes.

DOOH is a modern evolution of traditional OOH advertising, which includes billboards, transit ads, and posters. The key difference is that these formats use digital technology, such as LED or LCD screens, to display dynamic, interactive, and engaging content.

Programmatic advertising

Programmatic advertising refers to the automated process of buying and selling digital advertising space using technology platforms and data-driven algorithms.

In programmatic advertising, advertisers and publishers use Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs) to facilitate the ad buying process. Advertisers can set their target audience, budget, and campaign goals, while the programmatic technology analyzes available ad inventory and user data to determine the best ad placements in real time.

Radio commercials

Radio commercials are advertisements that are broadcasted on radio stations. These commercials are typically brief and often locally targeted, with the goal of promoting a product, service, or idea.

This advertising channel is very different from retail-based digital audio. While audiences are usually exposed to radio advertisements in the car or another public space, in-store audio ads are contextual: they are designed to engage shoppers who are actively browsing in-store for the exact products being advertised.

For example, a radio ad might advertise a local restaurant opening to someone who’s driving to work. An in-store audio ad might promote a specific cereal brand to someone who’s shopping for groceries. And Stingray does both!

Retail media network

A retail media network is a type of advertising network that connects multiple retailers and their many locations, enabling digital advertising within their online and brick-and-mortar stores. These retail environments can include grocery stores, pharmacies, and big box stores.

Retail media networks are typically powered by digital platforms that allow advertisers to place targeted ads within the retail environment, reaching qualified consumers who are actively shopping or searching for products.