A comprehensive A-Z reference for advertising technology terminology. Covering programmatic advertising, supply chain standards, publisher monetization, CTV, identity and privacy, and key metrics. Updated for 2026.
80 terms across 21 letter sections. Click any letter above to jump to that section.
Above the fold refers to the portion of a webpage visible without scrolling. Ad placements above the fold typically have higher viewability rates and command higher CPMs. The term originates from newspaper publishing, where the most important stories appeared above the physical fold.
An ad exchange is a digital marketplace where publishers and advertisers trade advertising inventory in real time. It functions as an intermediary between SSPs (representing publishers) and DSPs (representing advertisers). Major ad exchanges include Google Ad Exchange (AdX), OpenX, and Xandr.
Red Volcano Insight: Red Volcano maps which ad exchanges each publisher connects to through their ads.txt and header bidding configurations.
Ad fraud encompasses schemes that generate illegitimate ad impressions, clicks, or conversions to steal advertising budgets. Common types include bot traffic, domain spoofing, pixel stuffing, and ad stacking. The industry loses an estimated $65+ billion annually to ad fraud. Standards like ads.txt help combat certain fraud types.
Red Volcano Insight: Red Volcano's ads.txt monitoring helps buyers verify authorized sellers, a key defense against domain spoofing fraud.
Ad mediation is a technology layer that manages multiple ad networks and demand sources for a publisher, optimizing which source gets to fill each impression. It is most common in mobile app advertising, where mediation platforms like AppLovin MAX, ironSource, and AdMob Mediation orchestrate demand.
An ad network aggregates ad inventory from multiple publishers and sells it to advertisers, acting as an intermediary. Ad networks curate inventory by type, audience, or quality tier. While ad exchanges and SSPs have taken over much of this role, ad networks remain important, especially in mobile and niche verticals.
Red Volcano Insight: Red Volcano tracks ad network adoption and relationships across the publisher ecosystem.
An ad placement refers to the specific location on a webpage or app where an ad unit appears. Placement affects both viewability and CPM -- above-the-fold placements typically command higher prices. Publishers optimize placements to balance user experience with ad revenue.
An ad server is technology that stores, delivers, and tracks digital advertisements. Publisher-side ad servers (like Google Ad Manager) manage inventory and decide which ad to show, while advertiser-side ad servers track campaign delivery and performance. Ad servers are the backbone infrastructure of digital advertising.
Red Volcano Insight: Red Volcano tracks ad server adoption across the publisher ecosystem, including market share data for all major platforms.
An ad unit is a specific container or placement on a publisher's page where an ad can be displayed. Ad units are defined by size (e.g., 300x250, 728x90), type (display, video, native), and position. Publishers configure ad units in their ad server and assign them to placements across their site.
Addressable TV enables different ads to be served to different households watching the same program. It combines the broad reach of television with the targeting precision of digital advertising. Addressable TV can work across linear, CTV, and OTT environments.
ads.txt is an IAB Tech Lab standard that lets publishers declare which companies are authorized to sell their digital ad inventory. It is a simple text file hosted at the root of a publisher's domain (e.g., example.com/ads.txt) listing each authorized seller. ads.txt combats domain spoofing and unauthorized reselling.
Red Volcano Insight: Red Volcano maintains the industry's most comprehensive ads.txt dataset, crawling and parsing ads.txt files from 32M+ publishers weekly.
Amazon Publisher Services is Amazon's suite of tools for publishers, including Transparent Ad Marketplace (TAM) and Unified Ad Marketplace (UAM). APS gives publishers access to Amazon's demand and unique shopper data. It operates as a server-side header bidding solution.
Red Volcano Insight: Red Volcano tracks Amazon Publisher Services adoption across publisher websites.
app-ads.txt is the mobile app equivalent of ads.txt. Since apps do not have web domains, the app-ads.txt file is hosted on the developer's website domain listed in the app store. It authorizes which ad networks and exchanges can sell the app's ad inventory.
Red Volcano Insight: Red Volcano tracks app-ads.txt adoption across hundreds of thousands of mobile apps and their developer domains.
Average Revenue Per User measures the revenue generated per user over a specific period. ARPU is a key metric for publishers, apps, and CTV platforms to understand monetization efficiency and compare performance across segments, geographies, or time periods.
Authorized Digital Sellers is the broader initiative by IAB Tech Lab encompassing ads.txt, app-ads.txt, sellers.json, and the SupplyChain object. Together these standards create transparency in the programmatic supply chain, helping buyers verify they are purchasing legitimate inventory from authorized sellers.
Red Volcano Insight: Red Volcano provides the most complete view of the Authorized Digital Sellers ecosystem across web, app, and CTV.
AVOD is a streaming model where content is free to viewers and monetized through advertising. Examples include Tubi, Pluto TV, and the ad-supported tiers of Peacock and Hulu. AVOD has grown rapidly as consumers resist subscription fatigue and advertisers seek CTV scale.
Red Volcano Insight: Red Volcano tracks AVOD publishers and their programmatic advertising stack across web and CTV platforms.
A banner ad is a rectangular display ad embedded on a webpage. Common sizes include the medium rectangle (300x250), leaderboard (728x90), and skyscraper (160x600). While banner ads are the oldest form of digital advertising, they remain the most widely used format across the web.
Below the fold refers to the portion of a webpage that requires scrolling to see. While below-the-fold ads have lower viewability on average, sticky ads and lazy-loaded placements have improved their performance significantly. BTF inventory is typically priced lower than ATF.
A bid request is a message sent from an SSP or ad exchange to DSPs containing information about an available impression, including the publisher, ad size, user data (where available), and floor price. DSPs evaluate bid requests against their campaign criteria and respond with a bid or pass.
A bid response is the DSP's reply to a bid request, containing the bid price and the ad creative to be served if the bid wins. Bid responses must be returned within strict time limits (typically 50-100 milliseconds). DSPs may also return a no-bid response if the impression does not match campaign criteria.
Bounce rate is the percentage of single-page sessions where the user left without interacting further. A high bounce rate may indicate poor content relevance, slow load times, or a mismatch between ad creative and landing page. Typical bounce rates range from 26% to 70% depending on the site type.
Brand safety refers to practices and technologies that ensure advertisements do not appear alongside inappropriate, harmful, or controversial content. Advertisers use pre-bid filtering, blocklists, and third-party verification (IAS, DoubleVerify, MOAT) to protect their brand reputation.
Need supply-side intelligence? Red Volcano tracks 32M+ publishers with weekly-updated ads.txt and technology data.
Book a Demo →CCPA is a data privacy law that gives California residents the right to know what personal data is collected, the right to delete it, and the right to opt out of its sale. CCPA and its successor CPRA have significantly influenced the U.S. privacy landscape and serve as a model for other state-level privacy legislation.
Connected TV refers to any television that can be connected to the internet and access content beyond traditional cable or broadcast. This includes smart TVs, streaming devices (Roku, Fire TV, Apple TV), and gaming consoles. CTV has become a major channel for programmatic advertising, combining the impact of TV with digital targeting and measurement.
Red Volcano Insight: Red Volcano tracks CTV apps and their advertising technology relationships across all major platforms.
A Consent Management Platform is a tool that helps publishers collect, store, and manage user consent for data processing in compliance with GDPR, CCPA, and other privacy regulations. CMPs display consent banners or dialogs and integrate with the IAB Transparency & Consent Framework (TCF) to signal consent to advertisers.
Red Volcano Insight: Red Volcano detects CMP adoption across publisher websites, tracking which platforms (OneTrust, Cookiebot, Quantcast Choice, etc.) are most widely deployed.
Contextual targeting places ads based on the content of the page rather than the user's identity or behavior. It analyzes page text, images, and metadata to determine topic relevance. As privacy regulations tighten and cookies are deprecated, contextual targeting is experiencing a major renaissance as a privacy-safe alternative to behavioral targeting.
Cost Per Action (also Cost Per Acquisition) is a pricing model where the advertiser pays only when a specific action is completed, such as a purchase, sign-up, or download. CPA puts the most risk on the publisher or ad network and is common in affiliate marketing and performance advertising.
Cost Per Click is a pricing model where the advertiser pays each time a user clicks on their ad. CPC is widely used in search advertising (Google Ads, Bing Ads) and performance-focused display campaigns. It shifts the risk from buyer to seller compared to CPM pricing.
Cost Per Mille is the price an advertiser pays for one thousand ad impressions. CPM is the most common pricing model in programmatic advertising, especially for brand awareness campaigns. Typical display CPMs range from $0.50 to $5.00, while video and premium placements can command $15 or more.
Click-Through Rate is the percentage of impressions that result in a click. It is calculated as clicks divided by impressions, multiplied by 100. Average display CTRs are typically 0.05% to 0.10%, while search ads average 1.5% to 3%. CTR is a key indicator of ad relevance and creative effectiveness.
Daily Active Users is the count of unique users who engage with a website, app, or platform in a single day. DAU is a primary engagement metric for apps, games, and social platforms. The DAU/MAU ratio (stickiness) indicates how often monthly users return daily.
Demand Path Optimization is the publisher-side counterpart to SPO. Publishers analyze which demand paths (SSPs, exchanges, header bidding partners) deliver the best combination of revenue, fill rate, and latency, then optimize their monetization stack accordingly.
Red Volcano Insight: Red Volcano data enables publishers and SSPs to understand demand path efficiency across the ecosystem.
A Data Management Platform collects, organizes, and activates audience data from multiple sources including first-party, second-party, and third-party data. DMPs help advertisers and publishers create audience segments for targeting. With the deprecation of third-party cookies, the role of traditional DMPs is evolving toward first-party data strategies.
A Demand-Side Platform is software used by advertisers and agencies to purchase digital ad inventory programmatically. DSPs connect to multiple ad exchanges and SSPs simultaneously, allowing buyers to bid on impressions across many publishers from a single interface. They use data and algorithms to optimize bidding strategies and targeting.
Red Volcano Insight: Red Volcano's data helps DSPs identify new publisher supply sources and verify seller authorization via ads.txt.
Effective CPM normalizes revenue across different pricing models (CPM, CPC, CPA) into a single per-thousand-impressions metric. It is calculated as (total earnings / total impressions) x 1000. eCPM allows publishers to compare the performance of different demand sources on an apples-to-apples basis.
FAST channels are linear-style streaming channels that are free to viewers and supported by advertising. Unlike AVOD, which is on-demand, FAST mimics the lean-back experience of traditional TV with programmed schedules. Pluto TV, Samsung TV Plus, and The Roku Channel are leading FAST platforms.
Fill rate is the percentage of ad requests that are successfully filled with an ad. A 100% fill rate means every ad request returned a paid ad. Publishers typically target fill rates above 80%, using strategies like waterfall mediation, header bidding, and fallback networks to maximize fill.
Red Volcano Insight: Red Volcano data shows how many SSP and ad network partnerships each publisher maintains, which directly impacts fill rate.
First-party data is information collected directly by a publisher or advertiser from their own audience through their own properties. This includes registration data, on-site behavior, purchase history, and CRM data. As third-party cookies are deprecated, first-party data has become the most valuable data asset in digital advertising.
FLEDGE, now called the Protected Audiences API, is a Privacy Sandbox proposal for remarketing and custom audience targeting without third-party cookies. It moves the ad auction into the browser itself, where interest groups are stored locally and bidding occurs on-device, preventing cross-site tracking while enabling audience-based advertising.
A floor price is the minimum CPM a publisher will accept for their ad inventory. Setting floors too high reduces fill rate; too low leaves revenue on the table. Dynamic floor pricing uses algorithms to adjust floors based on historical bid data, time of day, and other signals.
GDPR is the European Union's comprehensive data privacy regulation that went into effect in May 2018. It governs how personal data of EU residents is collected, stored, and used. GDPR requires explicit consent for data processing, grants users the right to access and delete their data, and imposes fines of up to 4% of global revenue for violations.
Google Ad Manager (formerly DoubleClick for Publishers) is the dominant publisher-side ad server. It manages ad inventory, runs auctions (including Google Ad Exchange), and serves ads. GAM handles direct campaigns, programmatic deals, and open auction demand in a unified platform.
Red Volcano Insight: Red Volcano tracks Google Ad Manager adoption across the publisher ecosystem, alongside 2,000+ other technologies.
Need supply-side intelligence? Red Volcano tracks 32M+ publishers with weekly-updated ads.txt and technology data.
Book a Demo →Header bidding is a programmatic technique where publishers offer inventory to multiple ad exchanges simultaneously before calling their primary ad server. This creates a fairer auction that typically increases publisher revenue by 20-50% compared to the traditional waterfall approach. Prebid.js is the most popular open-source header bidding wrapper.
Red Volcano Insight: Red Volcano detects and tracks header bidding adoption and partner configurations across all 32M+ publishers in the dataset.
An impression is counted each time an ad is fetched and displayed to a user. It is the fundamental unit of measurement in digital advertising. Impressions can be measured differently depending on the standard used -- the IAB distinguishes between served impressions (ad delivered) and viewable impressions (ad actually seen by the user).
Infinite scroll is a web design pattern where new content and ads load continuously as the user scrolls down the page. It increases pageviews and ad impressions per session but requires careful implementation to maintain ad viewability and avoid latency issues.
Instream video ads play within a video player, before (pre-roll), during (mid-roll), or after (post-roll) video content. They offer high viewability and engagement because the user is already watching video. Pre-roll is the most common format, and VAST/VPAID are the technical standards.
An interstitial ad is a full-screen ad that covers the entire interface of the host application or website. They typically appear at natural transition points, such as between pages or during app loading screens. Interstitials have high viewability and engagement but must comply with Google's guidelines to avoid SEO penalties.
Lazy loading is a technique where ad units are only loaded when they are about to enter the user's viewport. This improves page load speed, reduces wasted impressions, and increases viewability rates. Most modern publisher sites implement lazy loading for below-the-fold ad units.
Linear TV is traditional broadcast or cable television where content is viewed on a set schedule determined by the network. It is the opposite of on-demand viewing. Despite the rise of streaming, linear TV still commands significant advertising budgets, particularly for live sports and news.
Monthly Active Users counts unique users over a 30-day period. MAU is the standard top-line audience metric for digital platforms and is used to size advertising opportunities, set pricing tiers, and benchmark growth. It is commonly reported alongside DAU for engagement analysis.
Native advertising matches the form, feel, and function of the content in which it appears. Unlike banner ads, native ads are designed to look like editorial content, recommendation widgets, or in-feed social posts. They typically achieve higher engagement rates than traditional display ads.
Red Volcano Insight: Red Volcano detects native ad technology implementations across publisher sites, including Outbrain, Taboola, and others.
An open auction (also called open exchange or open marketplace) is an RTB auction where any eligible buyer can bid on available inventory. It offers the widest reach but less control than PMPs or Programmatic Direct. Open auctions remain the largest segment of programmatic spending.
OpenRTB is the open standard protocol maintained by IAB Tech Lab that defines how bid requests and bid responses are communicated between SSPs and DSPs. It standardizes the fields and formats used in programmatic auctions, enabling interoperability across the ecosystem. The current version is OpenRTB 2.6.
Over-the-Top refers to content delivered via the internet directly to viewers, bypassing traditional cable or satellite TV distribution. OTT encompasses streaming services like Netflix, Hulu, and Peacock. While often used interchangeably with CTV, OTT refers to the content delivery method, while CTV refers to the device.
Outstream video ads play within non-video content, typically appearing in-article or in-feed. They do not require existing video content from the publisher, making video monetization accessible to text-based publishers. Outstream units usually autoplay when in view and pause when scrolled away.
A pageview is recorded each time a page is loaded or reloaded in a browser. It is a fundamental web analytics metric that directly correlates with ad inventory volume -- more pageviews means more available impressions. Publishers track pageviews alongside unique visitors and sessions to understand audience scale.
Red Volcano Insight: Red Volcano incorporates traffic estimates for publishers, helping supply-side platforms gauge inventory volume.
A Private Marketplace is an invitation-only RTB auction where select advertisers bid on premium publisher inventory. PMPs offer publishers more control over who buys their inventory and at what price, while giving advertisers access to premium placements not available in the open exchange.
Prebid.js is the leading open-source header bidding wrapper library. It manages the auction process in the browser, calling multiple demand partners simultaneously and passing the winning bid to the publisher's ad server. Prebid.js supports display, video, and native ad formats and is used by a majority of header bidding publishers.
Red Volcano Insight: Red Volcano detects Prebid.js implementations and tracks which bidder adapters each publisher uses.
Privacy Sandbox is Google's initiative to develop privacy-preserving alternatives to third-party cookies and cross-site tracking in Chrome. It includes proposals like Topics API, Protected Audiences (FLEDGE), Attribution Reporting, and CHIPS. The initiative aims to balance user privacy with the advertising industry's need for measurement and targeting.
Programmatic advertising is the automated buying and selling of digital ad inventory using software and algorithms rather than manual negotiations. It encompasses RTB, programmatic direct, and private marketplaces. Programmatic now accounts for over 90% of digital display advertising spending.
Programmatic Direct (also called Programmatic Guaranteed) is a method of buying ad inventory at a fixed price through automated systems, bypassing the auction. It combines the efficiency of programmatic technology with the certainty of direct deals. Buyers get guaranteed impressions at a negotiated price, and publishers get predictable revenue.
In digital advertising, a publisher is any entity that creates content and offers ad space to monetize that content. Publishers range from large media companies (e.g., CNN, ESPN) to independent blogs and apps. They use SSPs, ad networks, and direct sales to sell their ad inventory.
Red Volcano Insight: Red Volcano tracks 32M+ publisher websites globally, providing the most comprehensive supply-side dataset in AdTech.
Need supply-side intelligence? Red Volcano tracks 32M+ publishers with weekly-updated ads.txt and technology data.
Book a Demo →Rich media ads use advanced features like video, audio, expandable elements, or interactive components to engage users beyond standard static banners. They typically achieve higher engagement rates but require more complex ad serving infrastructure and higher bandwidth.
Revenue Per Mille measures publisher revenue per thousand pageviews (as opposed to per thousand impressions). It is calculated as (estimated earnings / pageviews) x 1000. RPM gives publishers a more holistic view of monetization performance because it accounts for multiple ad units per page and varying fill rates.
Real-Time Bidding is an auction-based mechanism where ad impressions are bought and sold individually in real time, typically in under 100 milliseconds. When a user loads a webpage or app, an auction occurs on an ad exchange, and the highest bidder's ad is displayed. RTB powers the majority of open programmatic display, video, and mobile advertising.
Red Volcano Insight: Red Volcano tracks the SSP and ad exchange relationships that power RTB across 32M+ publishers.
sellers.json is a companion standard to ads.txt that works from the sell-side intermediary's perspective. Ad exchanges and SSPs publish a sellers.json file listing all entities that sell through their platform. Together with ads.txt and the SupplyChain object, sellers.json creates a complete picture of the supply chain.
Red Volcano Insight: Red Volcano indexes sellers.json files from all major SSPs and ad exchanges, enabling full supply chain mapping.
A session is a group of user interactions with a website that takes place within a given time frame. A single session can contain multiple pageviews, events, and transactions. Sessions end after 30 minutes of inactivity (by default in Google Analytics). Session depth and duration are key engagement metrics.
A Supply-Side Platform is technology used by publishers to manage, sell, and optimize their advertising inventory programmatically. SSPs connect publishers to multiple ad exchanges and DSPs, running auctions to maximize revenue for each impression. Major SSPs include Google Ad Manager, PubMatic, Magnite, and Index Exchange.
Red Volcano Insight: Red Volcano is purpose-built for the supply side, tracking SSP penetration across 32M+ publisher websites.
The Supply Chain Object (schain) is an OpenRTB extension that creates a record of all parties involved in a specific bid request as it passes through the supply chain. Each node in the chain adds its information, creating an auditable path from publisher to exchange. It works alongside ads.txt and sellers.json.
Supply Path Optimization is the practice of DSPs and advertisers choosing the most efficient and transparent paths to publisher inventory. SPO reduces intermediary fees, duplicate bid requests, and auction complexity. Buyers analyze supply chain data to determine which SSPs provide the best combination of quality, price, and transparency.
Red Volcano Insight: Red Volcano's supply chain data powers SPO decisions by mapping every path from publisher to exchange.
SVOD is a streaming model where viewers pay a recurring subscription fee for ad-free (or reduced-ad) access to content. Netflix, Disney+, and HBO Max are flagship SVOD services. Many SVOD platforms have introduced ad-supported tiers, blurring the line between SVOD and AVOD.
A third-party cookie is a tracking cookie set by a domain other than the one the user is visiting. They have been the primary mechanism for cross-site tracking, audience targeting, and attribution in digital advertising. Chrome's planned deprecation of third-party cookies (following Safari and Firefox) is reshaping the entire ad industry.
Time on site (or session duration) measures the average length of a user's visit. It is an indicator of content engagement and is used by advertisers to assess inventory quality. Longer sessions generally correlate with more ad impressions and higher overall publisher revenue.
Topics API is part of Google's Privacy Sandbox initiative, designed as a privacy-preserving replacement for third-party cookies. The browser determines a handful of topics (e.g., 'Fitness,' 'Travel') based on the user's recent browsing, and shares a limited subset with advertisers. It aims to enable interest-based advertising without cross-site tracking.
Universal ID solutions are industry initiatives to create persistent, privacy-compliant identifiers that work across websites and apps without third-party cookies. Examples include Unified ID 2.0 (The Trade Desk), LiveRamp's RampID, and ID5. These solutions typically rely on first-party data signals like email addresses, with user consent.
VAST is an IAB standard XML-based script that structures the communication between a video player and an ad server. It defines how a video ad should be served, including the media file, tracking URLs, and companion ads. VAST 4.2 is the current version.
Viewability measures whether an ad had the opportunity to be seen by a user. The IAB/MRC standard defines a viewable display impression as one where at least 50% of the ad pixels are in the viewport for at least one continuous second (two seconds for video). Industry viewability benchmarks average around 50-70%.
VPAID is a standard that enables interactive video ad experiences by establishing a common interface between video players and ad units. It allows for rich interactive features but has been associated with latency and security concerns. The industry has been moving toward SIMID as a replacement.
The waterfall (or daisy chain) is a sequential method of selling ad inventory where the publisher's ad server calls demand sources one at a time in a priority order. If the first source cannot fill, the request passes to the next. Waterfalls are being replaced by header bidding because they leave revenue on the table by not allowing all bidders to compete simultaneously.
Win rate is the percentage of bids placed by a DSP or bidder that result in winning the auction. A low win rate may indicate the bidder is not competitive on price or is being filtered by the publisher. Win rates vary significantly by inventory type and competition level.
Yield management in ad tech is the process of optimizing revenue from a publisher's ad inventory by adjusting pricing, demand partner priority, and auction mechanics. It involves balancing fill rate, CPM, and user experience to maximize total revenue per session.
Need supply-side intelligence? Red Volcano tracks 32M+ publishers with weekly-updated ads.txt and technology data.
Book a Demo →Programmatic advertising is the automated buying and selling of digital ad inventory using technology and algorithms. It includes real-time bidding (RTB), private marketplaces (PMPs), and programmatic direct deals. Over 90% of digital display ads are now bought programmatically.
An SSP (Supply-Side Platform) helps publishers sell their ad inventory, while a DSP (Demand-Side Platform) helps advertisers buy ad inventory. SSPs represent the sell side, DSPs the buy side. They connect via ad exchanges where auctions occur.
Header bidding is a technique where publishers offer ad inventory to multiple exchanges simultaneously before their ad server makes a decision. It replaced the sequential waterfall model, increasing publisher revenue by 20-50% by creating fairer competition among buyers.
ads.txt (Authorized Digital Sellers) is an IAB standard that lets publishers declare which companies are authorized to sell their inventory. It combats domain spoofing and unauthorized reselling. Buyers should only purchase inventory from sellers listed in a publisher's ads.txt file.
CPM stands for Cost Per Mille (mille meaning thousand in Latin). It is the price an advertiser pays for 1,000 ad impressions. CPM is the most common pricing model in programmatic advertising and is used to compare costs across different inventory sources.
CTV advertising delivers ads on internet-connected televisions, including smart TVs and streaming devices like Roku and Fire TV. It combines the impact of traditional TV advertising with digital targeting, measurement, and programmatic buying capabilities.
CTV (Connected TV) refers to the device -- any TV connected to the internet. OTT (Over-the-Top) refers to the content delivery method -- streaming content over the internet, bypassing traditional cable. OTT content is viewed on CTV devices, but also on phones and laptops.
Google's Privacy Sandbox is replacing third-party cookies in Chrome with privacy-preserving APIs like Topics (interest-based targeting) and Protected Audiences (remarketing). It aims to maintain advertising effectiveness while preventing cross-site user tracking.
Supply path optimization is when buyers (DSPs and advertisers) choose the most efficient, transparent paths to publisher inventory. SPO reduces intermediary fees and duplicate bid requests, improving both cost efficiency and supply chain transparency.
AVOD (Ad-Supported Video on Demand) is free for viewers and monetized by ads (e.g., Tubi, Pluto TV). SVOD (Subscription Video on Demand) charges a subscription fee (e.g., Netflix, Disney+). Many platforms now offer hybrid models with both ad-supported and ad-free tiers.
Red Volcano tracks 32M+ publishers, 2,000+ ad technologies, and comprehensive ads.txt/sellers.json data. See the programmatic ecosystem in action.