Term | Definition |
Impression | A single display of an ad to a user. |
Campaign | A set of organized line items aimed at achieving marketing objectives. |
Line Item | A segment within a campaign detailing targeting and budget. |
Product | A preset curated list of publishers to run ads on. |
Channel | The medium (web, mobile, TV, etc.) through which ads are delivered. |
Device | The hardware (desktop, mobile, tablet, TV) used to view ads. |
Publisher | An owner of a site or app that displays ads. |
Advertiser | A person or company purchasing ad space for promotion. |
Agency | A firm managing advertising campaigns for clients. |
Admin | A system administrator overseeing platform settings and operations. |
Client | A customer receiving advertising services. |
Pixel | A piece of code that tracks user behavior on websites. |
Retargeting | Ads targeted at users who previously engaged with a brand. |
CTV | Connected TV – ads delivered via internet-connected television devices. |
OTT | Over-The-Top – streaming services delivering video content over the internet. |
OLV | Online Video – video advertisements shown on the internet. |
Display | Visual advertisements on web pages or apps. |
Audio | Advertisements delivered through sound, like in podcasts or music streams. |
DOOH | Digital Out Of Home – digital ads displayed in public spaces. |
Creative | The design and content used in an advertisement. |
Video VAST | A standardized template for serving video ads. |
Trackers | Tools or codes used to measure ad performance and user actions. |
SSP | Supply-Side Platform – helps publishers sell ad space programmatically. |
Ad Exchange | A marketplace connecting buyers and sellers of ad inventory. |
DSP | Demand-Side Platform – allows advertisers to buy ads programmatically. |
Pacing | Controlling the rate at which ads are delivered over time. |
Frequency | The number of times a single user sees an ad. |
Pacing Behaviour | The strategy for timing an ad’s delivery. |
Catchup Behaviour | Methods to speed up delivery if falling behind schedule. |
Daily Impression Cap | A limit on the number of ad views per day. |
Pacing Status | The current state of how a campaign is pacing against its goals. |
Under Pacing | Delivering ads slower than the planned schedule. |
Risk Pacing | Potential issues related to over- or under-delivery of ads. |
On Target | Delivering ads as planned without deviations. |
Over Pacing | Delivering ads faster than the planned schedule. |
Pacing to % | Adjusting delivery pace to meet a specific percentage target. |
Pacing to | Modifying the speed of delivery to reach a set goal or volume. |
Booked | Ad placements that have been reserved or confirmed. |
Delivered | Ads that have successfully been shown to users. |
Campaign Status | The current operational condition of a campaign. |
Active | Campaign is currently running and delivering ads. |
Inactive | Campaign is not running or serving ads at the moment. |
Draft | A campaign setup that is not yet finalized or launched. |
Audience | The specific group of people targeted by an ad. |
Daypart | A specific time segment during the day for ad delivery. |
Click Window | The period after an ad click during which a conversion is tracked. |
View Window | The time frame after an ad view when conversion actions are tracked. |