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The Resource Center / Ad Blocking

Ad Blocking Glossary

There are many terms that are used in discussions about ad blocking. This glossary was gathered from recognized industry sources including the IAB and The Digital Marketing Glossary (visit their site for additional terminology and definitions).


Ad Blocker

A technology that consumers use to prevent the download and/or display of advertising on the web. Importantly, this technology typically prevents 3rd party calls to servers most often used for tracking.

Ad Servers

Software used by publishers, ad networks, and agencies that enables ad campaign management and distribution across multiple websites. Ad servers also provide campaign statistics.

Ad Supported

The most common way to monetize media is by selling advertising.


Browser Extensions

A program or plug-in that extends the functionality of a web browser.


Do Not Track

An option in a web browser that allows users to signal a preference to not be tracked by third parties out of context (across multiple, unaffiliated sites) including by advertising networks, social platforms and other advertising technologies.


First Party Data

Data collected by publishers, advertisers or retailers who have a direct relationship with their customers in the context of their brand or company. This data is used to communicate or refine their offering to their customers.


Load Time

The amount of time it takes for a webpage to load in a browser window, and a major factor in many consumers’ decisions to install ad blocking technology.


Native Ad

An advertisement that is designed to match the form and function of the platform or medium it appears on. While this type of advertisement has been popularized by digital media, it is not unique to the digital realm.


Programmatic Buying

The buying and selling of digital advertising through ad exchanges and real-time bidding.



A display advertising technique that targets consumers on the web based on their prior searches and behavior.



A java script or HTML code that is placed on a web page anywhere an ad appears. When the user visits a website, the browser sends an ad tag to the ad server. This ad tag contains information about the user and the ad placement. The ad server then identifies the best ad for this ad tag, logs an impression, and sends the ad to the ad tag to display on the page.


The practice of advertisers using data (demographics, prior browsing or buying behavior, psychographics) to reach (target) specific consumer audiences with their ads.

Third Party Data

Data collected about individuals’ various web site visits and transactions by vendors or other intermediaries who are not evident in the context of an experience and do not have a direct relationship with these customers. This data is sold or licensed to use for marketing.


Web Browser

A software application that retrieves and presents information for internet users.


In the ad blocking context, this refers to sites that are allowed to serve ads to users despite the presence of ad blockers.