Glossary

The following are terms or keywords that may be found throughout your dashboard.

Term	Description
Account/Parent Creative	A creative stored in the creatives 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 / Zone Type	The size or format of an ad that will be displayed.
Ad Zone / Zone	Regions on a webpage that display ads.
Creative / Banner	The representation of your ad for example a static/animated image, video, html, or javascript or other.
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.
CPM	The cost per thousand impressions.
Blacklist	A list of sites or zones where an advertiser wants to exclude their ads.
Whitelist	A list of sites or zones where an advertiser wants to include their ads.
ID	A unique numeric identifier.
Carrier	Mobile service provider that offers cellular connectivity.
Clicks	A metric that counts the number of times visitors have clicked on an advertisement.
Creatives Library	Where all uploaded creatives are stored.
CTR	Click-through rate. Calculated as (clicks / impressions) * 100.
Daily Budget / Daily Cap	A daily limit of funds for a campaign, which resets each day.
Day Parting / Scheduling	Targeting specific hours/days to run a campaign.
Frequency Capping	A limit on the number of impressions per user in a given time period.
Global Budget	An overseeing budget for all traffic based campaigns, which resets each day.
Impression	A single 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 that allow a user to perform certain functions.
Native Ad	Provides the publisher with more information to better display creatives as 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 a webpage, specified by building a whitelist or blacklist.
RTB Platform	“Real-Time Bidding” platform that involves buying and selling digital ads in real time.
UTC	Coordinated Universal Time (UTC), the timezone the system operates in and reports data.
VAST Tag	A link that allows ad servers to communicate with video players.
Visitor / Unique Visitor	An individual who views a webpage or mobile site.
Creative Weight	How often a creative will be in rotation or how much traffic is routed to a creative.