Glossary of Terms

When you first start working with AdButler, and online advertising in general, there are some common terms that are handy to know. Here's an overview of basics.

Accupixel The Accupixel is a piece of technology that double checks an impression to make sure it's genuine by loading after the ad item. You can turn it on in your settings.
Advertiser An Advertiser is generally a company that provides ads. Advertisers in AdButler allows you to create campaigns and record all statistics in one spot.
Ad Item Ad items are the individual ads that are displayed. It is a general term that can refer to image ad items, VAST ad items, text ad items, and everything inbetween.
Campaign A Campaign is a collection of ad items that can be assigned together to a zone or channel. They share a schedule and are treated as one placement.
Conversion Conversions are a unit representing the goal of your campaign. When you use AdButler's conversion tags, you are counting how many times your goal was achieved, such as a checkout.
CPM CPM stands for Cost Per Mille and is measurement of how much one-thousand impressions are worth. In AdButler, a CPM rate is set on the assignment page for a placement.
CPC CPC stands for Cost Per Click and is used to record a monetary value for each click.
CPA CPA stands for Cost Per Action and is allows you to tie a monetary value to each conversion recorded for that placement.
CTR The CTR of a placement is its Click-Through Ratio, or how many impressions per clicks are recorded.
Clicks A metric of how many times an ad has been clicked on.
Creative The display portion of an ad item. Can be an image, code, video, survey, etc.
Default Ad A ad item that will show when no other placement can. Usually set as some sort of house ad item.
Backfill Backfill is the reserve of ad items used when no other placement can display. Similar to a default ad, backfill generally comes from a programmatic source.
Home Page Takeover A home page takeover is a technique used by advertisers to crowd out any competition from one of the most viewed pages on a specific web site. The implementation involves giving a 100% share of real estate to an advertiser on the home page of a site, resulting in no other ads being seen. You can implement this technique via AdButler's roadblocks.
Impressions The metric which represents the number of times a user has viewed an advertisement served on your website.
Media Library The media library is where you can upload your images, .zips, or other creatives to our servers to be used with your AdButler account and ad items.
Publisher An organization, entity or individual that supplies web content or search content and places the advertising zones for consumption and viewing by users.
Ad Request A call sent by a zone tag to AdButler's server asking for an ad to display. This happens whenever a zone tag is loaded; either on page load, script event or a result of a user-initiated action.
Serving A term used to describe the action of displaying an advertisement on a website.
Static Weight The static weight of an ad item or campaign indicates how often it should serve relative to other ad items or campaigns. For example, if ad item A has a weight of 2, and ad item B has a weight of 1, this means that A will serve twice as often as B.
Tracking Pixel A tracking pixel is a piece of code that makes a call for a small, 1x1 transparent image located on a third-party' server. By doing this, another service is able to track impressions. Tracking Pixels are used to compliment AdButler's built-in tracking, and are provided by another service.
Zone A unique location with a defined size (WxH) on a website where ads are served.
Zone Tag A Zone Tag is the code from your zone page that, when placed in the HTML of your website, will call an ad to be returned.
Macro a simplified block of code that is read by AdButler and replaced with additional content to perform specific functions.
Channel A grouping of zones that exist across one or more publishers, related by content or zone type. Simplifies the creation of assignments across multiple zones at once.
Schedule The date-range used to determine how long an ad campaign will serve for.
Header Bidding A programmatic technique that allows a group of advertising sources to bid on a publishers inventory.
Targeting A way of directing ads to specific audiences based on unique identifiers, such as location, device or operating system.
Placement The specific details and statistics related to an assignment.

Can't find what you're looking for?

Send us an email

Visit the blog

For more ad serving tips, industry news and AdButler insights.