Glossary

Account/Parent Creative — a creative stored in the creative’s library, editing a parent creative affects all subsequent “child” creatives being utilized in any campaign

Ad Campaign / Campaign — a set of advertisements that typically revolve around a singular idea

Ad Type — unit size of an ad that will be displayed

Ad Zone — are regions on the webpage that display ads

Banner — a rectangular graphic display that stretches across the top, bottom, or sides of a webpage

Batch/Bulk Edit — group editing, typically for similar items

Bid — (in CPM) the amount of money an Advertiser is willing to pay on an Advertisement

Blacklist — where an Advertiser wants to exclude their advertising from

Campaign ID# — identifying number assigned to an ad campaign

Carrier — mobile service provider that provides cellular connectivity

Clicks — a metric that counts the number of times visitors have clicked on an Advertisement

CPM — cost per thousand impressions

Creative — an uploaded banner or video intended to occupy an ad zone

Creatives Library — where all uploaded creatives are stored

Creative ID# — identifying number assigned to a creative

CTR — click-through rate

Daily Budget or Daily Cap — a limit of funds for a campaign reset at the beginning of each day

Day Parting / Scheduling — targeting specific hours/days to run a campaign

Frequency Capping — a limit on the number of impressions per visitor in a given time period

Global Budget — overseeing daily budget for all campaigns, reset at the beginning of each day

Impression — a singular view of an advertisement by a visitor

Labels — used to group types of campaigns together for organizational benefit

Lander / Landing Link — a web page that a visitor "lands" on after clicking on an ad

Macros — special strings which allow a user to perform certain functions

Native Ad — provides the Publisher with more information to better display Creatives as a part of their website layout and content - they can selectively choose to display the title and/or brand

Placements — where an ad will appear on the webpage, specify by building a white/black list

RTB Platform — “Real Time Bidding” platforms consist of buying/selling digital ads in real time

Scheduling — specific hours/days which a campaign will receive traffic

Spend — funds spent through a campaign

Targeting — exposure to a more specific audience

UTC — Coordinated Universal Time (UTC) is the timezone the system operates and reports data

VAST Tag Link — a script which allows ad servers to communicate with video players

Visitor / Unique Visitor — an individual who views the webpage or mobile site

Weight — how often a Creative will be in rotation, or how much traffic is routed to a Creative

Whitelist — where an Advertiser wants their ad campaign to exclusively run