A special edition of The B2B Stack. Not the Friday briefing.
Most adtech glossaries are written by vendors trying to make their product sound clever, or by SEO content farms paraphrasing the IAB. Neither group has bought a deal ID in anger, reconciled a curated marketplace against the publisher ad server it claimed to deliver, or sat in front of a CFO explaining why the take rate looks the way it does.
This one is written from that desk.
115 terms across nine clusters, plus a benchmarks coda with operating numbers from the work: typical CPMs by channel, realistic match rates by environment, the working media percentage you should actually be hitting, the supply-path hop counts that explain where your money has gone, the frequency caps that keep B2B presence on the right side of harassment. Roughly forty minutes if you read it through. Ten seconds if you …
