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Programmatic advertising is a word jumble of often-confusing terms and uncertain definitions. Perhaps you’ve found yourself nodding along in a meeting, too afraid to ask “What’s that mean?” The space, which at the most basic level concerns how digital ads flow online, is constantly evolving. What was programmatic yesterday is not the programmatic of today or tomorrow. Here’s a look at the terms and practices that are essential to know as a digital marketer on the way to 2020.

Attribution. Determining which part of a marketing campaign had the greatest effect on the consumer. If someone buys a car, attribution helps the automaker understand when the person made the decision. Was it prompted by a Facebook video, or an ad served after a Google search? A related term is last-click attribution, which often gives credit for a purchase to the last ad that a person saw beforehand. But brands are looking to understand the impact of all ads in a sequence in order to know where best to spend their money.

Audience. A group of people identified by a brand for ad targeting purposes. Facebook and Twitter, as examples, offer Custom Audiences and Tailored Audiences, respectively. To reach them, brands provide email addresses of consumers they want to target on those platforms. Some audiences are also known as “segments,” groups of people that share the same characteristics or took the same online actions.

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