Marketing Glossary

What is Data Governance? Data governance is a framework (or guide book) that establishes rules by which an organization or company uses its data or the data of individuals to ensure that the correct data is informing high-value business functions. Data governance is important because it ensures that data is used properly, efficiently, and safely. Data governance guarantees the security of information, helping to improve its reliability, quality and protection. Data governance is top-of-mind for GroundTruth’s initiatives. Check out why GroundTruth is one of the most-trusted adtech companies due to our MRC Accreditation.

What is a Demand-Side Platform (DSP)? A demand-side platform (DSP) is software that allows advertisers to buy digital ad inventory automatically across multiple publishers, ad exchanges, and networks from a single interface. DSP meaning, in practical terms, is straightforward: instead of negotiating placements one publisher at a time, advertisers set their audience parameters, budget, and creative assets, and the platform handles bidding in real time. DSP platform advertising sits at the heart of the modern programmatic ecosystem. When a user loads a webpage or opens an app, the DSP evaluates the impression against the advertiser’s targeting criteria and submits a bid within milliseconds. If the bid wins, the ad is served. This process, called real-time bidding (RTB), happens entirely in the background and at a scale no manual media buyer could replicate. The GroundTruth Ads Manager, our Self Service Advertising Platform, is the only omnichannel ads solution built to drive performance. Businesses can use Ads Manager to deliver the accuracy and precision of GroundTruth location-advertising products in an easy-to-use self-serve ecosystem. How Does Demand-Side Platform Advertising Work? Understanding the meaning of demand-side platform advertising requires understanding the broader programmatic supply chain. A DSP does not operate in isolation. It connects to the following: Ad exchanges: Open marketplaces where publishers make inventory available for auction. The DSP connects to multiple exchanges simultaneously, giving advertisers access to inventory across thousands of sites and apps. Supply-side platforms (SSPs): Publishers use SSPs to manage and sell their available inventory. The DSP communicates with SSPs in real time to evaluate and bid on impressions that match the campaign’s audience criteria. Data management platforms (DMPs) and first-party data: DSPs use audience data to decide which impressions to bid on. This can include third-party behavioral segments, demographic data, or an advertiser’s own first-party data matched to available…

What are Designated Market Areas (DMA)? A designated market area (DMA), also referred to as a media market, is a region of the United States that is used to define television and radio markets. There are 210 DMAs covering the whole United States and are usually defined based on metropolitan areas, with suburbs often being combined within. DMAs are determined by the Nielsen Company and impact the cost of advertising in a specific area. The more viewers in a particular DMA, the more an advertisement will cost. This is why a television ad in New York City costs more than an ad in Montgomery, Alabama. When evaluating your marketing mix it is important to understand the DMAs you are targeting and weigh the potential opportunities and costs. Learn more about DMAs and how we use these for location-based targeting at GroundTruth. Discover the power of DMAs for location-based marketing at your fingertips. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

What are Digital Display Ads? Digital display advertising is a form of online marketing where visual ads are shown across websites, mobile apps, and connected devices. These ads can include images, video, animation, and interactive elements designed to capture attention and drive user action. Unlike search ads, which appear based on user queries, digital display ads are delivered to targeted audiences as they browse content online. At a high level, digital display advertising allows brands to reach users across a wide network of publishers and platforms. Ads are typically clickable and direct users to landing pages, product pages, or other conversion-focused destinations. This makes digital display marketing a key channel for both brand awareness and performance-driven campaigns. How Digital Display Advertising Works Digital display marketing operates through a network of advertisers, publishers, and ad technology platforms. Advertisers create the ad creative and define their targeting strategy, while publishers provide the space where ads are shown. There are several ways digital display ads are purchased and delivered: Direct buys: Advertisers purchase ad placements directly from a publisher. Ad networks: Inventory is bundled across multiple sites to increase reach. Programmatic advertising: Ads are bought and placed automatically through real-time bidding platforms. This ecosystem allows advertisers to target audiences based on location, behavior, interests, and other signals, making digital display advertising both scalable and precise. Common Digital Display Ad Formats There are several common formats used in digital display ads, each designed to support different campaign objectives. These include: Banner ads: Standard image-based ads placed across websites and apps Native ads: Ads that match the look and feel of surrounding content Video ads: Short-form video units used for storytelling and engagement Rich media ads: Interactive formats with motion or expandable elements Interstitial ads: Full-screen ads that appear between content transitions If you want…