Glossary of Terms

Here are some of the most common online advertising terms as well as some of the terms that you'll encounter in the AdButler interface.

Accupixel
Advertiser
Ad item
Ad request
Backfill
Campaign
Channel
Click
Conversion
CPA
CPC
CPM
Creative
CTR
Default ad
Header bidding
Home page takeover
Impression
Macro
Media library
Placement
Publisher
Schedule
Serving
Static weight
Targeting
Tracking pixel
Zone
Zone tag


Accupixel

An optional feature in AdButler that loads tracking pixels after an ad item is loaded. This helps ensure that an impression is genuine. To toggle this feature, click on your Administrator name on the top left corner then click AdButler Settings. Scroll down and look for Enable Accupixel Tracking.

For more information, read Tracking statistics with Accupixel and Server side ad requests (via JSON API).

Advertiser

An entity that provides ads. This is usually a company that wants to promote its product or service. In the AdButler interface, the Advertisers section is where you create and manage campaigns, as well as view ad statistics.

For more information, read How AdButler serves ads, About Advertisers, Archiving Advertisers, AdButler User Accounts, and our Quick-start guide.

Ad Item

An individual ad. Ad items have a variety of forms, including text, images, and video.

For more information, read About Ad Items, Ad item types, and Pausing an Ad item.

Ad request

A call sent by a zone tag to AdButler's server asking for an ad to display. This triggers whenever the zone tag is loaded; either when the page loads, via a script event, or as a result of a user-initiated action.

For more information, read Requests vs. Impressions and VAST Impressions vs. Requests.

Backfill

The reserve ad items that are used when there are no ads that fit the requirements of one or more zones. Similar to a default ad, backfill usually comes from a programmatic source.

For more information, read Setting up Programmatic Demand (Open RTB) and AdButler Open RTB Endpoints.

Campaign

A collection of ad items. Grouping ad items into a campaign makes it much easier to assign them into a zone or a channel all at once. Ad items in a campaign also share a schedule and overall are treated as one placement.

For more information, read About campaigns, Different campaign types, How to Assign Campaigns to Zones or Channels, Pausing a Campaign, and our Quick-start guide.

Channel

A group of zones that exist in one or more publishers. These zones are related either by their content or type, such as an HTML5 zone or a VAST zone. Channels make it easy to assign ad items or campaigns to multiple zones at once.

For more information, read What are Channels?, Creating a channel, and Assign Campaigns to Zones or Channels.

Click

This is simply a unit for the number of times an ad was clicked in a given period.

For more information, read Statistics in AdButler, Click tracking in HTML5/Rich Media banners, Custom Click Parameters, and Using Click Macros with Adobe Edge.

Conversion

A unit representing the goal of your campaign. Viewing and clicking on the ad are not enough; the goal must also be achieved for a conversion to be counted. Say you want people who see your ad to buy your product by clicking on the ad to go to your online store. In that case, a conversion will be counted only when a customer views your ad, clicks on the ad, and makes a purchase. AdButler's conversion tags track conversions.

For more information, read Statistics in AdButler, Basic conversion tracking, Advanced conversion tracking (server-to-server), and Setting up affiliate tracking.

CPA

CPA stands for Cost Per Action. It's the industry term for the price of one action directly resulting from clicking on an ad, such as the viewer buying the advertised product or signing up for the promoted service.

For more information, read Financial settings and About Publishers.

CPC

CPC stands for Cost Per Click. It's the industry term for the price of one click on an ad.

For more information, read Financial settings and About Publishers.

CPM

CPM is short for Cost Per Mille. It's an industry standard for how ad impressions are priced. A CPM price denotes the price for 1,000 impressions. You can set the CPM for a placement in AdButler's assignment page.

For more information, read Financial settings, About Publishers, Serve Method Options, and Managing Portal Inventory.

Creative

The displayed part of an ad item, such as text, an image, or a video.

For more information, read Ad item types and Uploading your ad creative.

CTR

CTR stands for Click-Through Ratio, or the ratio of impressions to clicks in a given period.

For more information, read Statistics in AdButler.

Default ad

The ad item that will show when there's no ad that fits the requirements of a zone. This is usually a programmatic ad or an in-house ad, i.e. one that promotes the publisher itself.

For more information, read Setting a default or house ad.

Header bidding

A programmatic technique that allows a group of advertising sources to bid on a publisher's inventory of zones in real time. The bidding can occur hundreds of times in the brief moment before a web page loads in a viewer's device.

For more information, read Setting up Header Bidding Zones and Setting up Programmatic Demand (OpenRTB).

Home page takeover

An online advertising practice where advertisers obtain all the zones on the most viewed page or pages of a website. This locks out competition and is also used to present a themed set of ads at once. You can implement this technique using AdButler's roadblocks feature.

For more information, read Creating a Roadblock, Roadblock Ads in Email Zones, and Server Side Ad Requests (via JSON API).

Impression

The number of times a user has viewed an advertisement in a zone within a given period.

For more information, read Statistics in AdButler, Requests vs. Impressions, and VAST Impressions vs. Requests.

Macro

A short snippet of code that triggers AdButler to perform a set of functions, such as adding data to creatives, recording viewer information, or tracking ad performance.

For more information, read Basic Macro glossary and Advanced macro glossary.

Media library

In AdButler's interface, the Media library is where you can upload ad creatives such as images and zip files to our servers. This makes it easy to use those creatives repeatedly within ad items that you create in AdButler.

For more information, read Uploading your ad creative.

Placement

The details and statistics related to a zone assignment.

For more information, read How to Assign Campaigns to Zones or Channels.

Publisher

An entity that owns a website or an app that has space (aka zones) for ads. Publishers can own anything from small blogs and apps to major news sites and social media networks.

For more information, read How AdButler serves ads, About Publishers, Archiving Publishers, AdButler User Accounts, and our Quick-start guide.

Schedule

The duration of an ad campaign, indicated by start and end dates.

For more information, read Pacing & Schedule and Shared Schedules.

Serving

The industry term for the act of displaying an ad on a website.

For more information, read How AdButler serves ads, Getting Started, Serve method options, Serving 3rd-Party Ad Tags, and our Quick-start guide.

Static weight

An integer that dictates how often an ad item or campaign should be served relative to other ad items or campaigns that are assigned to the same zone. For example, ad item A has a weight of 2 and ad item B has a weight of 1. If all other settings are the same, ad item A will serve twice as often as ad item B.

For more information, read Pacing & schedule.

Targeting

A method of serving ads to or excluding ads from a group of audiences based on parameters such as keywords, geography, or device.

For more information, read About targeting, Geographic and location targeting, Keyword targeting, Platform & device targeting, Data Keys, and Pacing & Schedule.

Tracking pixel

Tracking pixels are snippets of code that allow advertisers to record how viewers interact with ads. There are three main types of tracking pixels: Impression, Click, and Conversion tracking pixels.

All three types are based on the same technology. When the tracking pixel loads - either through Javascript or an HTML element - the server to which the pixel is connected records an event. Whether that event is an impression, click, or conversion depends on the tracking pixel. A service such as AdButler can then track the recorded statistic.

For more information, read Adding tracking pixels, Basic conversion tracking, and Tracking statistics with Accupixel.

Zone

A location on a website or an app where ads are served. Zones often have a defined area (width x height) that is measured in pixels.

For more information, read About zones, Making a zone responsive, and our Quick-start guide.

Zone tag

A piece of code that is placed in the publisher's website that calls for ads to be displayed in a zone whenever a viewer loads the page.

For more information, read About zone tags, Types of zone tags, Zone Properties, and our Quick-start guide.


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