Glossary

You can use the DoubleClick for Publishers glossary to learn more about frequently used terms or features. Press Ctrl + F (Command ⌘ + F, for Mac) to find terms on this page. To browse, you can either scroll or click the buttons to skip ahead.
A through C D through H I through O P through R S through Z

Ad request

An ad request is sent by client-side code (such as GPT on a webpage) to an ad server. An ad request typically is transmitted to the server in the form of an HTTP or HTTPS request. The request is the first step of ad serving.

Learn more


Ad serving

The process by which DFP chooses the best ads to serve to an ad request, and then returns the corresponding creative code.

Learn more


Ad source

The network or entity from which advertising content is consumed by a given inventory unit. Multiple sources may compete for display in a single unit (for example, AdSense or AdX as backfill challengers).

Learn more


Ad tag

HTML tags or JavaScript code generated and then included in the webpage or app source where the ads should be displayed.

Learn more


Ad unit

Discrete spaces on your site for ads. You can define an ad unit on your site with a name, description, and dimensions.

Learn more


AdID

The mobile advertising ID for Android. Mobile advertising IDs allow developers and marketers to track activity for advertising purposes.

Learn more


AdSense

A Google service that can help you display relevant, unobtrusive Google ads on your website's content pages and earn money. (Visit the Google AdSense Help Center to learn more.)



AdSense (line item type)

Line item type used to target AdSense ad units to specific inventory and audiences.

Learn more


Anchor ad

An ad that stays fixed at the bottom of the user’s screen, even as the user scrolls up or down on the page. Swiping would let the user dismiss the ad in a mobile-friendly manner.



Aspect ratio

Ratio of width to height for a video or image.



Asset

The art work or file associated with a creative object.



Asynchronous code

Code that is split up into smaller pieces. Execution of the various pieces of code may "pause" or "wait" between each piece, allowing for other processing (such as rendering of other ads or page content) to be performed during the pauses.

Learn more


Atlas

The name of Facebook’s online advertising solution.

Learn more


Audience Extension

Allows a publisher to buy ad impressions (targeted to the publisher's own visitors) from other web or app properties.

Learn more


Availability forecast

Predicts the availability of inventory. Availability forecast is used in two ways: during the sales process to estimate how much inventory is available for sale; and when an ad is booked to verify that enough inventory is available for the ad. Forecasts consider impressions that have been reserved for other line items.

Learn more


Backfill

A pool of ads that is used when all reserved ads have served and you still want to monetize an ad placement. Also see Non-guaranteed.

Learn more


Beacon

A small (one pixel by one pixel) image displayed on a website or within other content. It forces the browser to make a request to another server so that server can read or write its own cookie (or otherwise track the web request). This allows you to record the basic actions of the user who is accessing the content.



Booked inventory

Includes "reserved" and "remnant" inventory that has been entered into the system.

Learn more


Bulk line items

Line item type used to fill unsold inventory. Bulk line items have delivery goals and deliver evenly by default.

Learn more


Bumper

A short video ad that plays before or after an ad slot during video content; usually the bumper is a house ad or a promotion of the video content.

Learn more


Cachebuster macro

A placeholder replaced by DFP during ad rendering with a random number to prevent browser caching. DFP will often use a cachebuster macro when redirecting to a third party for an image.

Learn more


Channel

Groupings of domains/URLs for reporting purposes.

Learn more


Click macro

A small piece of code that allows you to track clicks (within DFP) for your third-party creatives.

Learn more


Clicktag

A Flash command used to code click-through URLs in standard Flash creatives.

Learn more


Code

The "program or script" supplied by the advertiser that is used to generate (i.e., rich media) an ad.

Learn more


Company

An advertiser, agency, or organization that buys ad space and supplies the creatives for line items. Each order is associated with a company, and you can invite company contacts to view reports about their campaigns. (Learn how to add a company profile.)



Content bundle

Targetable groups of videos that you can assemble based on filters or by selecting individual videos, or both. Bundles are automatically updated as new metadata that matches their criteria is ingested. For example, you could create a content bundle called "Kittens" based on a combination of metadata and manually-added videos, and then target ads for cat toys to that bundle.

Learn more


Contracted impressions

The number of impressions purchased by an advertiser for a particular ad for the entire duration of a proposal.

Learn more


Contracted rate

For DFP sales management, this is the rate at which an individual line item was sold, or for aggregated line items, the average contracted rate (based on delivery) of all items.

Learn more


Contracted unit

For DFP sales management, this is the number of units (Impressions, Clicks, or Days) purchased by an advertiser for a particular ad for the entire duration of a proposal.

Learn more


A small text file containing a string of characters that is set on your computer when you visit a website. When you visit the website again, the cookie helps that site recognize your browser. Cookies may store user preferences and other information. DoubleClick cookies contain no personally identifiable information.

Learn more


Correlator value

A value passed in ad requests, handled automatically by the GPT libraries and the GMA/IMA SDKs. The correlator is common to all ads on a page, but unique across page views. Ad requests with the same correlator value received close together in time are considered a single Page View for serving purposes.

Learn more


Creative

A code snippet, file or link that generates an ad. (The terms creative and ad may be used interchangeably.) DFP supports a variety of creative types, including Third party, Image, DoubleClick tag, and DoubleClick Rich Media.

Learn more


Creative assignment

Type of assignment used to specify characteristics of how the creative is served, such as the click-through URL, the position of the creative in a sequential rotation, and so on.

Learn more


Creative association

The assignment of one or more creatives to a line item.

Learn more


Creative code

HTML or JavaScript code used for third-party or custom creatives which tells the browser how to render or generate the creative.

Learn more


Creative rotation

The technique by which multiple creatives assigned to a line item are displayed, either evenly, weighted, sequential, or optimized.

Learn more


Creative wrapper

Snippet of code that wraps around a creative when it is served. When DFP serves a creative to an ad unit with (a) creative wrapper label(s) applied, it also inserts the creative wrappers into the code that is delivered to the webpage. You can use creative wrappers to implement third-party tracking software or for any other purpose.

Learn more


Back to top

Daisy chaining

Process whereby a creative is required to call to multiple third-party ad servers.

Learn more


Dayparting

Configuring day and time targeting settings for line items. The process of dividing the day into different parts in order to run ads only during specific times.

Learn more


Default ad impressions

A gray GIF system default ad (an “unfilled impression") will serve to inventory where no line items are targeted and the user will see a blank ad slot.

Learn more


Delivery

The process of DFP showing ads.

Learn more


Delivery goal

The amount of impressions or clicks that a line item is contracted to deliver.

Learn more


Delivery priority

The priority level at which a line item is set to deliver. This can range from higher priorities (sponsorship and standard) to lower priorities (house).

Learn more


Delivery progress bar

A graphic in the UI that indicates whether or not a line item is on target to achieve its goal.

Learn more


Delivery rate

The rate at which a line item is being delivered to users.

Learn more


Density-independent pixels (dp)

Screen size is usually expressed in density-independent pixels, or dp. Here's a simple formula to convert screen pixels (px) to density pixels (dp):

dp = px * (160 / dpi)

Dots per inch (dpi) are pixels within an inch of the screen.

Learn more


DMA

Designated Market Area. DMAs expose a specific regional market group to the same content or ads. They frequently cover one metropolitan area, in some cases grouping together multiple smaller cities. Many DMAs are available for targeting within DFP.

Learn more


Dynamic allocation

A network-level mechanism designed to maximize your remnant and Ad Exchange revenue without compromising reservations. Both remnant and Ad Exchange line items are given a chance to serve if Ad Exchange/AdSense is eligible for the request (using line item targeting for Ad Exchange/AdSense or ad unit monetization for AdSense).

Learn more


Engaged view

In the context of skippable ads: you have the ability to traffic reserve, CPM-based video ads that can be skipped or exited after a certain duration has elapsed. The "Skip" button appears after 5 seconds. If viewed to completion or for 30 seconds, whichever comes first, an "Engaged view" is counted in reporting.

Learn more


Even rotation

A type of rotation of creatives, where all creatives in a line item are delivered in an approximately even proportion.

Learn more


Evenly

With true even delivery, an ad is shown at a constant rate throughout the campaign duration. If an ad needs to appear on a website or app several thousand times over a week (for example, 7000 times over a week) with a true even delivery, it would serve 1000 impressions of the ad each day. In contrast, frontloading of the ad campaign serves more impressions during the start of the campaign, and the serving rate gradually decreases as the ad approaches its serving goals.

Learn more


Exclusion label

A label that you can apply to a line item which prevents it from being delivered along with other line items that have the same label. For example, if you're doing business with both Airline X and Airline Y, you can apply the exclusion label 'airline' to their line items, which will prevent Airline X's line items from being shown on the same webpage at the same time as Airline Y's.

Learn more


Fallback

In the context of creatives, a creative that is shown if a user's browser lacks the technology (for example, Flash) to display the intended creative. A fallback is a backup item that is called upon when the intended item does not function as planned.

Learn more


Fallback creative

The creative that appears if a user is unable to view Flash.

Learn more


A cookie that's set by the domain the user is visiting instead of by a different, third-party domain.

Learn more


Flight

For DFP sales management, flighting allows you to create multiple proposal line items based on an original line item, using all the same settings and targeting of the original line item and distributing contracted volume or delivery goal and budget across the new line items.

Learn more


Flight dates

The date range for an ad campaign to run.

Learn more


Floating

A type of ad that floats on top of a page’s content. A floating ad can move with content as a user scrolls, or maintain a locked position on a page as a user scrolls.

Learn more


Forecast adjustment

An adjustment made to the anticipated traffic to your website or app. DFP currently uses 28 days of prior traffic for forecasting. If parts of your website or app have traffic patterns that aren't captured in the default 28-day sample (because new content was created or you have traffic spikes during events that recur more than 28 days apart), you can apply a fixed or historic forecast adjustment to better reflect your traffic patterns.

Learn more


Forecasting

The process of estimating how much ad inventory a website or app will have in the future.

Learn more


Free-form-targeting

Targeting option that you can use if you don't want to define values in advance, or if you need to define more than 50,000 key-value pairs.

With free-form targeting, you can have thousands of possible targeting values, because there's no need to define each value ahead of time. When you need to target a specific value, you can simply enter that targeting value into your line item.

Once you target a line item to a free-form targeting value, the value will be saved and you'll be able to select it from a list the next time you target a line item to that key.

Learn more


Frequency capping

Helps to limit how often an ad from a line item is served to the same user in a specific period of time. Supported time ranges are minutes, hours, days, weeks, or months, and multiple capping rules may be applied. For example, you can set a frequency cap limiting the same user to one impression per day and three impressions per week.

Learn more


Frontloaded

If an ad needs to appear on a website or app several thousand times over a week (for example, 7000 times per week) and the "Frontloaded" delivery option is selected, the platform will try to serve 25% extra ad impressions at the start of the week (1250 impressions) and continue to serve more than necessary until later in the week when delivery will tail off until all 7000 impressions have been served.

Learn more


Google Publisher Console

Provides troubleshooting tips and information about ad performance to DFP publishers, overlaid directly onto their website or app. It’s another way for publishers to retrieve information and take action on their Google ads as they browse their site.

Learn more


Google Publisher Tag (GPT)

A specific type of ad tag that uses a Google-provided JavaScript library to define and configure an ad request made to DFP.

Learn more


Google Publisher Toolbar

A Chrome extension that provides in-site ad overlays and details about the ad request, ad unit, order, line item, and creative. This tool is extremely useful for debugging ad delivery and tagging issues.

Learn more


Grace period

An extension, in days, of a line item's end date. The line item will continue delivering until it reaches its goal or the end of its grace period, whichever comes first.

Learn more


Guaranteed

Line items that are contractually obligated to deliver a requested number of impressions. DFP ensures these items deliver in full through reserving inventory for the line item. Contrast this with Non-guaranteed line items, which are used to fill "leftover" or remnant impressions.

Guaranteed line items include: Sponsorship and Standard.



Hosted creative

Creative image or Flash files you can upload to Google for free. Google will then manage these files and serve them directly to your site visitors.

Learn more


House ad

A line item type typically used for ads that promote products and services chosen by you.

Learn more


Back to top

Identifier

A value assigned to a particular user or device and is used to assist in ad serving functionality. The identifier contains no personally identifiable Information, can be reset by the user at any time, and respects user options to limit or opt out of ad tracking. Identifiers are used for audience list targeting, frequency capping, and sequential creative rotation.

Examples of identifiers are cookies (used on web and mobile web), mobile advertising IDs (used within mobile apps), and publisher provided identifiers (PPID, used for cross-screen serving). Users always have the option of opting out of any identifier used by Google.



IDFA

The mobile advertising ID for Apple. Mobile advertising IDs allow developers and marketers to track activity for advertising purposes. Learn more.

Learn more


IM expanding

An In-Page asset and an Overlay creative that expands onto the user's desktop. This creative type is used in instant messaging (IM) applications.



In-display

An ad format where an ad is displayed somewhere on the same page as a video that a user is watching.



In-stream

Video in-stream ads are commercials that appear before, during, and after online videos.

Learn more


Inflated page views

Each webpage should only register one pageview but when Analytics tracking code is present within a framed page as well as the framing page, Analytics is likely to register two pageviews for that visit. This causes a pageview count that is higher than it should be.

Learn more


Insertion order

An order form for the placement of an advertising request. For example, publishers who want to run a rich media publisher-paid campaign must sign an insertion order provided by a DoubleClick representative.



Interstitial

Full-screen mobile app ads that display before or after an event (app launch, video pre-roll) or user action (game level load).

Learn more


Inventory forecast

A feature that is used to estimate how much ad inventory will be available in the future.

Learn more


Inventory hierarchy

The relationship between different types of inventory. Premium customers can have more than one level of inventory. They can have parent ad units which themselves have child ad units.

Learn more


Inventory level

One level of an inventory hierarchy (top-level ad unit, lower-level ad unit, etc.).

Learn more


Inventory structure

The structure in which an inventory hierarchy is organized.

Learn more


Inventory unit

Individual units of inventory that are organized into a hierarchy.

Learn more


Jackpotting

Process where the same creative serves to multiple ad units on the same page at the same time. The DoubleClick for Publishers ad server tries to ensure that this does not happen.

Learn more


Key

In custom targeting, the first part of a key-value pair (key=value). For example, in the key-value pair car=X, car is the key and X is the value. Keys can have multiple values assigned to them.

Learn more


Key-value pair

A set of two linked data items, known as the key and the value. The format of a key-value pair is key=value.

Learn more


Lift

In the context of yield management, this is the percentage by which an ad was optimized. It is calculated by finding the percentage difference between the optimized group and the control group.

Learn more


Line item

An advertiser's commitment to purchase a specific number of ad impressions (CPM), user clicks (CPC), or time (CPD), on certain dates at a specified price. A line item specifies where an advertiser's ads will appear, and may specify when an ad may be shown.

Learn more


Line item discount

The percentage or dollar amount by which you can reduce a line item's cost. In general, this field simply serves as a reminder that the advertiser received a discount. Discounting doesn't affect a line item's priority based on cost or value CPM. Also, discounts aren't reflected in reporting.



Lower-level ad unit

Any ad unit that is not at the highest level in a multi-level ad unit hierarchy. Can also be called "child" or "descendant" depending on context.

Learn more


Master

The primary ad in a roadblock, which allows for the synchronization of ads on the same webpage or app.

Learn more


Metro

Targeting type that stands for Metropolitan area.

Learn more


Network

  1. The top-level business relationship, such as a network of websites or an ad network.
  2. A remnant line item type used in DFP to serve ads to a specific percentage of your remnant traffic.

Learn more


Non-guaranteed

Line items that are most commonly used to fill your site's unsold inventory if not contractually obligated to deliver a requested number of impressions to other Guaranteed line items.

Non-guaranteed line items include: Network, Bulk, Price Priority, House, AdSense, and Ad Exchange.



Noscript block

A block of code used as an alternative when a user blocks JavaScript in their browser or when their browser can't support client-side scripting. Same as noscript code.

Learn more


Noscript code

A block of code used an alternative when a user blocks JavaScript in their browser or when their browser can't support client-side scripting. Same as noscript block.

Learn more


Optimized creative rotation

An option where DFP gives roughly 75% of the impressions to the creative with the highest click-through rate, and the remaining 25% to the other creatives (to validate that the previously chosen "best" creative still has the highest click-through rate).

Learn more


Order

An agreement between an interactive advertising seller and a buyer that specifies the details of an advertising campaign. Orders contain one or more line items.

Learn more


Out-of-page

A creative that is displayed outside of a webpage or app (for example, pop-ups and pop-unders).

Learn more


Overbook

To book an ad (or multiple ads) for a greater number of impressions or clicks than are forecasted to be available. In most cases, this leads to underdelivery of one or more ads.

Learn more


Back to top

Page awareness

The process where DoubleClick for Publishers records which impressions occurred together when a page is viewed, when you run a forecast on roadblock ads.

Learn more


Page view

A common concept across the web, representing a particular user loading and viewing a webpage one time. In DFP ad serving, all ad requests corresponding to a page view are considered together because the behavior of any one of these ads affects what else might be eligible to serve. For example, an Exclusion Label prevents two ads with the same label from serving in the same Page View.



Parent

The upper level in a hierarchical system, such as DFP's ad unit structure. The lower level is known as the child.



Parent inventory unit

The upper level of an inventory hierarchy. Every ad unit you define in your network has a parent inventory unit based on where you create the ad unit in the inventory hierarchy.

Learn more


Peel down

A creative that shows a glimpse of your ad in the corner of a webpage. When the user interacts, the rest of the ad peels down to reveal the full message.

Learn more


Personally Identifiable Information (PII)

Any information that could be used to identify a specific user, such as an email address or a phone number. In the interests of protecting end-user privacy, Google ads product policies mandate that publishers must not pass any data to Google that Google could use or recognize as personally identifiable information.

Learn more


Placement

A collection of one or more ad units that can be targeted as a group. You can add inventory units to a placement to simplify the targeting of ads.

Learn more


Pod

For video ads, this is a dynamic grouping of ads next to each other.

Learn more


Podding

For video ads, this is the process of grouping ads dynamically.

Learn more


Product

For DFP sales management, this is a template for a line item that contains inventory, cost information, and targeting criteria.

Learn more


Programmatic

Automated, machine-based selections for purchasing display advertising.



Proposal

For DFP Sales Management, this is a negotiable set of line items or inventory.

Learn more


Push-down

A type of expanding ad that pushes down the content of a webpage when the creative expands, moving the site out of the way to display the ad. Sometimes written as "push down".

Learn more


Rate adjustment

For DFP sales management, this consists of a boolean matching function and a single adjustment/feature within an adjustment group.

Learn more


Rate book

For DFP sales management, this is the reference containing rate card information. Describes what you can sell, prices, approvals, etc., for all of your inventory.

Learn more


Rate card

For DFP sales management, this is the document detailing prices for various ad placement options. Essentially a price list. In the case of online ad serving, this list is highly dynamic. It contains a base rate and a list of one or more adjustments. Applies any relevant adjustments to a line item to calculate a rate for that item.

Learn more


Rate card cost

For DFP sales management, this is the price an advertiser will pay for impressions delivered through the line item (CPM) or clicks resulting from those impressions (CPC). You can set the rate card cost in the line item of an order or the ad product.

Learn more


Real-time bidder

A server-to-server integration option for network buyers that allows networks to evaluate and bid on each available impression.

Learn more


Reconciliation

The process of determining which values to use for billing. These values are often impressions but could potentially be other billable values such as clicks or days.

Learn more


Redirect creative

Creative you use to track image or Flash ads that aren't hosted and served by Google. Redirect creatives are commonly used for ads from a third-party network or affiliate provider.

Learn more


Release

Releasing inventory is the opposite of reserving it. When inventory is released, the reservation is "canceled", and the inventory is freed up for DFP forecasting and future ad booking. Inventory cannot be released without first being reserved.

Learn more


Remnant ad

Line item type most commonly used to fill your site's unsold inventory if not contractually obligated to deliver a requested number of impressions. Also see Non-guaranteed.

Learn more


Remnant inventory

Unsold inventory that is not contractually obligated to deliver a requested number of impressions.

Learn more


Render

To generate a creative on a user's browser.



Reserve

When guaranteed (non-remnant) line items are booked in DFP, DFP "reserves" the inventory for this line item. This inventory reservation means that the impressions are considered to be "blocked off" for other ads running at a lower priority. DFP forecasting accounts for inventory reservations when calculating future impression availability.

Learn more


Rich media creative

An ad containing animation, sound, video, or interactive features. Rich media creatives can be used either on their own or in combination with technologies such as streaming media and sound.

Learn more


Roadblock

Several creatives being served from a line item together on the same webpage. Roadblocking blocks off the ad slots on a page and fills them with creatives from one line item.

Learn more


Rollover

For DFP sales management, this is the cumulative carryover of an amount from one billing cycle to the next billing cycle. Same concept as rollover minutes on a cell-phone plan. If the entire allocated amount is not spent during a billing cycle, the remaining amount is added to next cycle's cap. Distinct from the alternative concept of “rollover” as a synonym of “mouseover”.

Learn more


Run-of-network

An ad scheduled to run across an entire network of sites, except explicitly targeted sites, according to available inventory.

Learn more


Back to top

Sell-through

The percentage of available traffic that has been reserved for standard or sponsorship line items.

Learn more


Session ad rules

Unlike standard ad rules, session ad rules are frequency-based and apply across multiple video streams. They control how long a visitor can watch content across streams before an ad shows, and how many ads that visitor sees. Like standard ad rules, session ad rules control the type of ad formats that appear and what the source of the ads should be.

Learn more


Single-request mode

A GPT mode where tags call all ads once in the header, instead of requesting each ad separately inline with the ad slot. This is also sometimes called "Single Request Architecture" or SRA.

Learn more


Start index

A pagination mechanism used with the max-results parameter for situations when totalResults exceeds 1000 and you want to retrieve items indexed at 1001 and beyond.



Sticky ad

See Anchor ad.



Targeting criteria

Key values that specify data like content information and an audience for the video, for example, age: 16-65; geo: US UK FR.

Learn more


Targeting key

Each targeting key represents a category to which a line item is targeted, where a "category" is represented by a value assigned to the key. Consider a targeting key of "color", where allowable values are "red" and "blue". In this case, "color = red" represents a key/value pair that can be passed in the ad request and used for targeting an ad in DFP.

Learn more


Targeting picker

Also known as a targeting selector or widget, this is the area on the DFP Line item details page where you can select various targeting criteria for the line item.

Learn more


Targeting value

A value passed for a specific targeting key, which can be used in line item targeting. For example, the value in the key-value pair for "color = red" is "red".

Learn more


Tear sheet

One or more screenshots of webpages or apps showing specific ads, for the purpose of proving to the advertiser that they ran in the way that the advertiser wanted.



Top-level ad unit

The highest-level ad unit in a hierarchy that consists of multi-level ad units. Can also be called "parent" or "upper-level" ad unit depending on context. Don't use "first-level".

Learn more


Trafficker

Someone who works at a publisher and configures the ads to run in the ad server.

Learn more


Trafficking

The process of creating orders and ads, controlling ad delivery, and targeting ads and keywords.



Unfilled impression

An ad request that didn't return an ad. An unfilled impression means that no ad was eligible to serve. This can be avoided by having some widely targeted (run of network) ads like house ads or AdSense/Ad Exchange always running in your network.

All unfilled impressions are billed at the CPM rate for unfilled Impressions. For more information on your CPM rates, contact your DoubleClick Mobile account manager.

Learn more


Uplift fee

A fee that is paid for the increased value of Rich Media over standard ad serving.

Learn more


Value CPM

Determines the price at which the line item competes with other line items.

Learn more


VAST

A video format designed to standardize communication between video players and servers, facilitating traffic across all kinds of publishing platforms. Acronym for Video Ad Serving Template.

Learn more


Video ad tag

Contains all the information required for a video ad request, including information about the master video ad and, if applicable, its companion ads. A master video tag is a URL used by the video player to retrieve the video ad and a companion tag is JavaScript in the webpage that indicates where the companion ads should show.

Learn more


Waterfall

For video ads, a waterfall involves having a hierarchy of ads ready to serve. If the first one doesn't serve, the second one will; if the second doesn't serve, the third one will, etc. This is commonly referred to as a fallback.

Learn more


Weight

For line items, the portion, as a percentage, that you want a sponsorship line item to serve. For creatives, the portion, as a percentage, that you want a particular creative to serve within a creative rotation.

Learn more


Weighted rotation

A type of creative rotation. Each creative will rotate based on the frequency that you specify.

Learn more


Yield

Revenue and impression data for both direct sales (standard and sponsorship) and house or remnant inventory.

Learn more


Back to top

Was this article helpful?