The Bot Baseline Fraud in Digital Advertising

Appendix AGlossary of Terms (Continued)Click FarmA type of ad fraud, in which a large group of humanworkers (in one or multiple locations) is minimally paidor otherwise incentivized to view and/or click on adson behalf of a third party that economically benefitsfrom those human workers’ illegitimate consumptionof those adsDecisionThe deterministic, evidence-based identification of aparticular impression, page view, or other type of onlineevent, either legitimate or the result of ad fraudDomainA unique name that identifies and can be used to accessan Internet resource such as a websiteDomain BlacklistingUsing lists of known bad domains to prevent the servingof ads to those domainsDomain DetectionDetermining the domain on which an ad was actuallydisplayed, as opposed to the domain which an ad servermay reportDSP (Demand-Side Platform)A platform that allows advertisers or their agencies tomanage multiple exchange accounts and bid across thoseaccountsEngagementA metric (often defined with great specificity) thatprovides a qualitative evaluation of a user’s interactionwith a given ad or web pageExchangeA technology platform that facilitates the buying andselling of ads and related data from multiple sources suchas publishers and networks of publishersHREF DomainThe full domain path representing the location where aparticular impression, page view, or other online eventoccurred; often forms part of ad serving reportsHuman ImpressionAn impression legitimately served to a real human notintentionally or unintentionally engaged in any form ofad fraudHuman TrafficLegitimate website or other online traffic and/or adconsumption driven by real humansImpressionA particular instance of the delivery of a particular onlinead. The basic economic unit of online advertising, generallyas recorded by ad servers for the purposes of billingadvertisers or their agenciesIncentivized Human ImpressionAn impression served to a human who is paid or otherwiseincentivizedIP (IP Address)A unique numerical address corresponding to a particulardevice or set of devices connected to the InternetIP GeolocationDetermining the approximate physical location of a deviceconnected to the Internet at a given point in time by usinginformation associated with or deduced from that device’sIP addressIP BlacklistingUsing lists of known bad IPs to prevent the serving of adsto those IPsLong TailWebsites with relatively low traffic that may offer valueto advertisers due to their appeal to specific or nicheaudiences of usersMake-GoodCredit given to an advertiser or their agency (or the use ofthat credit) to compensate for an error in the composition,placement, or delivery of an ad53