Programmatic Advertising Terms
& Acronyms Glossary

Programmatic Ad Terms

There is a TON of jargon in the programmatic advertising world. We’ve compiled this advertising glossary because sometimes you just need to know what a word (or acronym) means without digging around the internet.


A term coined by economist Herbert Simon in 1957, combining the words satisfy and suffice to describe a decision-making process in which an individual makes a choice that is satisfactory rather than optimal. Widely used in many disciplines including computer science, behavioral science, philosophy, and economic research in decision-making, game theory, optimization and utility management. The waterfall approach for advertising auctions is a perfect example of satisficing.

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