- A2A
- Agent-to-agent: a transport that lets two agents exchange messages directly.
- adagents.json
- A file on a publisher’s website listing the selling agents allowed to sell its inventory.
- AdCP
- Ad Context Protocol: the open standard buying and selling agents use to talk to each other.
- brand.json
- A file describing an advertiser’s identity, read by sellers.
- Brief
- What a buyer wants: markets, flight, formats, budget, audiences by content, exclusions.
- Buying agent
- Software that acts for an advertiser or agency. Skopa is Oderra’s buying agent.
- CPA
- Cost per action: paid when a defined event happens.
- CPC
- Cost per click.
- CPCV
- Cost per completed view, for video and audio.
- CPM
- Cost per thousand impressions.
- CPP
- Cost per point: paid per rating point of a target audience.
- CPV
- Cost per view.
- DAAST
- Digital Audio Ad Serving Template: the standard for audio ads.
- DOOH
- Digital out-of-home: screens in public places.
- FAST
- Free ad-supported streaming TV channels.
- Flat fee
- One price for a placement or a period, whatever the volume.
- Flight
- The dates a campaign runs.
- Floor price
- The lowest price a seller accepts. A selling agent never proposes below it.
- Make-good
- Extra delivery proposed by the seller to close a shortfall.
- MCP
- Model Context Protocol: lets assistants and tools call an agent directly.
- Pacing
- How delivery is progressing against the plan over time.
- Plan
- The lines a buyer and a seller agree on: channel, placement, flight, volume, price.
- Product
- A packaged piece of inventory a seller offers: properties, formats, pricing, availability.
- Property
- Something that carries ads: an app, a channel, a site, a podcast, a screen.
- Selling agent
- Software that acts for a publisher or media owner. Fanera is Oderra’s selling agent.
- Shared record
- The confirmed plan and its delivery, read by both sides.
- Shortfall
- Delivery below plan. Shown first, with a proposed make-good.
- VAST
- Video Ad Serving Template: the standard for video ads.
- vCPM
- Cost per thousand viewable impressions.