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Glossary

A

Advertiser

In AdRation, the advertiser is the person or company who provides the creative to be served as an ad. Advertisers can log in to view reports.

Ad Code

A block of HTML and JavaScript that makes a call to AdRation's servers and loads an ad. Generated per site from the web interface in the Inventory tab.

B

Booking

The dollar amount that has been agreed upon (by advertiser and publisher) in order to serve an ad campaign.

C

Campaign

A collection of an advertiser’s ads, which is made up of one or more flights. Typically the flights in a campaign have a common theme, such as product or promotion.

Channel

Site(s) with similar content that share the same publisher payout settings. Every account has a default channel named "All Sites" that consists of the entire network.

Click Through Rate (CTR)

The number of clicks an ad receives, divided by the number of times it was displayed.

CPA

Cost Per Action, an advertising model where advertisers pay publishers only when an action (typically a purchase, a form submission) is completed in association with a user having seen an ad. An action is tracked by the use of a pixel on the advertiser’s site.

CPC

Cost Per Click, an advertising model where advertisers pay publishers only when an ad is clicked (not merely seen).

CPM

Cost Per Thousand impressions (ad views).

Creative

A file or code supplied by an advertiser that is served as the ad on a site. AdRation can serve image files, Flash, JavaScript, HTML tags, and raw data.

E

eCPM

Effective Cost Per Thousand. A measure of revenue earned by a publisher. eCPM = earnings / (paid impressions * 1000)

F

Fill Rate

The percentage of impressions served from non-remnant campaigns.

Flight

A collection of rules for one or more creatives that determine how an ad is served. These include impression goals, tracking methods, dates to run, and targeting.

Forecasting

A report that uses ad serving trends to predict future impressions. Available with the Sales Management extension.

G

Geo-Targeting

Targeting options based on the physical location of the site visitor.

I

Impressions (IMP)

An ad request that results in an ad being displayed on a page. Impressions are tracked and reported in AdRation.

Inventory

The section of the web interface that lets you manage sites and channels and generate ad code.

K

Keyword/User Targeting

Ways of targeting a flight by keywords or browser type.

M

Management API

A RESTful API for uploading creatives, creating campaigns/flights, and pulling reports. Replicates the functions of the web interface (except for generating ad code). Documentation is hosted.

Metro/DMA code

A number that identifies certain regions and metropolitan areas for marketing purposes.

N

Native Ads API

A RESTful API for delivering ad contents. By placing a request to the Native Ads API, AdRation makes an ad decision and returns a creative in JSON format. Replicates the function of the ad code in the web interface.

P

Priorities

A setting to serve a flight faster or slower relative to other flights.

R

Remnant/Remainder

A campaign that runs all the time to serve any impressions left over after premium campaigns. A remnant campaign is often comprised of house ads or tags from an exchange like AdSense.

S

Site/Zone Targeting

Including or excluding a flight to a section of a site (zone) or an entire site.

Sites

The website(s) where ad(s) will display.

Status

A progress indicator for a campaign, flight, or creative.

Z

Zones

Sections of a site. When zones are set up, you can target ads to them and AdRation will track the zone's impressions.