Advertising - Transaction (buying and selling ads)

A transaction is the buying and selling of advertising inventory (digital,… )

Ads transaction between advertisers and publishers (manually or from ad server) is done on a ad network

To fulfill an order, there is a

• Ad request
• Ad Response

See Ad - Serving (and selection)

• Bid (Bidding)
• Ads - Programmatic

https://developers.google.com/publisher-ads-audits/ - Lighthouse

From https://www.iab.com/wp-content/uploads/2015/06/IAB_Digital_Simplified_Programmatic_Sept_2013.pdf

• Automated Guaranteed,
• Unreserved Fixed Rate,
• Invitation-Only Auctions,
• and Open Auctions