De-duplication is the process of attributing a sale to one online marketing channel on predefined conditions, these conditions will decide which tracking tag is shown at the confirmation of sale page.

Viewthrough rate (VTR aka VCR-Video Completion Rate) measures the number of post-impression response or viewthrough from display media impressions viewed during and following an online advertising campaign. Such post-exposure behavior can be expressed in site visits, on-site events, conversions occurring at one or more Web sites or potentially offline:

DoubleClick for Publishers (DFP) Small Business is a free hosted ad serving solution that helps you manage your growing online advertising business.

A Sell-Side Platform (SSP) is a technology platform with the single mission of enabling publishers to manage their ad impression inventory and maximize revenue from digital media. As such they offer an efficient, automated and secure way to tap into the different sources of advertising income that are available, and provide insight into the various revenue streams and audiences. Many of the larger web publishers of the world use a Sell Side Platform to automate and optimize the selling of their online media space.

With a self-serve provider, you manage your campaign in its entirety. You are responsible for creating your banner ads, choosing the appropriate spend, and optimizing that spend across the various networks your ads may appear on. While a full-service provider will require a higher minimum, it isn t for naught. A truly full-service provider will manage your account for you and will provide you with access to reports and analytics. You should be able to trust that you re receiving the optimal return on your spend.

Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns.