Evidence ledger
In practice, for a UK buyer
The paragraph above is the neutral answer. This is the part a vendor glossary leaves out.
The reason this site can publish a supply matrix that is falsifiable rather than a logo wall. Its governing sentence is worth quoting: a mocked HTTP test proves a client was built, not that a vendor accepted the request, spent money, or returned real delivery. Of twenty-five registered connectors, eighteen are client-built, six are stubs that make no vendor call at all, and one has had read-only calls accepted by a live vendor. Nothing has reached spend-tested or report-verified, and a continuous-integration check keeps those two counts at zero until something genuinely earns them.
Goes deeper: All 25 rails, graded
What this one connects to
Most confusion in media buying comes from two adjacent terms being used interchangeably, so these are the neighbours worth reading next.
Evidence provenance
A label attached to a number recording how it was produced — reported by the seller, observed on your own property, estimated by a model, or established by a powered experiment — so its strength travels with it.
Insertion order (IO)
A contractual document committing an advertiser to buy specified advertising from a specified seller at agreed terms. The mechanism by which media that is not bought programmatically is bought instead.
Programmatic advertising
Buying advertising through automated systems that decide, impression by impression, whether to bid and how much to pay for it. It describes the transaction mechanism rather than a channel: CTV, audio, DOOH and display can all be bought programmatically.
More on adbuymcp's own vocabulary
Six terms we either invented or use more strictly than the category does. Defined here so nobody has to guess.
45 minutes. Bring a real brief and we compile it live. You describe one audience and watch it compile into seven targeting specifications, each with the score for how much of the definition survived.
Talk it through