Term

Definition

Account

The name and password used to log in, administrated by each user. There are two types: Direct Advertiser account and Agency accounts.

Ad

The promotion of a product, brand, or service to viewers, aiming to attract interest, engagement, and sales.

Ad-slot

The space on a web page where an ad loads. A page or app can contain multiple ad-slots, each with preset sizes.

Add-on price

Additional cost for selected targeting options, indicated by a green icon.

Advertiser

Users with access to the platform to book campaigns. Direct Advertisers create campaigns for themselves.

Agency

A company that creates campaigns on behalf of their clients.

Agency Client

Advertisers linked to an agency, administrated by the agency. Clients do not use the platform.

Agency Commission

The percentage of revenue given to agencies, set by the publisher in the platform.

Amount

There are two types: Budgeted Amount (entered when creating a campaign) and Delivered Amount (calculated from delivered impressions, price model, and price).

Audience

Users who see and interact with your ads. Audience targeting allows you to target specific demographics, behaviors, interests, income, and preferences.

Budget

The maximum amount an advertiser wants to spend on a campaign, entered in monetary value, impressions, or clicks.

Campaign

An advertising campaign with a budget, start date, targeting, and one or several creatives. The campaign type, placement, and targeting determine where and to whom the ad is shown.

Campaign Type

The type of media where the campaign will run (e.g., Digital Ad, Radio Spot, TV Spot, Print Ad, Social Post, In App, Video).

Click

When someone clicks your ad.

Completions

The number of people who have watched the ad from beginning to end.

CPM

Cost per thousand (Cost-Per-Mille), the price of 1,000 ad impressions.

Creative

The ad shown in various forms (e.g., video, image, native ads, radio spot, social post ads, third-party script).

CTR

Click Through Rate, calculated by dividing the number of clicks by the number of times the ad has been shown (e.g., 45 clicks out of 10,000 views = 0.45% CTR).

Destination URL

The page that opens when someone clicks your ad.

Geographical targeting

Also known as Geo-targeting, allows you to target ads to specific geographical locations.

Impression Budget

Based on budget and price, the expected number of impressions for a campaign.

Impressions

The number of times an ad has been delivered on any device.

KPI

Key Performance Indicators, measures of campaign performance (e.g., CTR).

Landing page

The first page of the platform, describing it and shown to all visitors before login and sign-up.

Notifications

Automatic email notifications sent from the platform.

Pre-pay

Settling payment for a campaign before it starts, either through direct card payment at checkout or via invoice payment handled outside the platform.

Price Model

The pricing structure for campaigns, related to the campaign goal (e.g., CPM for reaching as many people as possible). Prices are calculated using various models.

Product filters

Options such as price models, ad types, and campaign goals that guide you through creating a campaign, serving as filters to select the right product.

Promo code

A code entered to receive a discount on the current order at checkout.

Publisher

The entity licensed to use the platform for delivering ad campaigns and promotions on their ad network(s).

reCAPTCHA

A method to verify if a visitor is human, with varying experiences based on risk score (e.g., no interruption, “I’m not a robot” checkbox, or image selection).

Size

The dimensions of an ad-slot, measured in pixels for digital campaigns and in mm or inches for print campaigns.

Targeting

An online advertisement technique for placing ads based on user demographics, past behaviors, and preferences to increase visibility and interaction.

The Platform

The system used to create, pay for, monitor, and manage campaigns.

VAST

A technique to serve ads from other ad management systems.

VTR

Video Completion Rate, the percentage of people who watch video ads to completion.