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 rendering

The process of generating a creative on a user's browser.


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 and AdX as backfill challengers).


Adjustment group

It is a list of 0 or more rate adjustments and a type (for example, CPC and CPM), allowing you to create more complex rate schemes. Determines which rate adjustments apply to a line item; the adjustment with the highest value will be selected.


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 so that it can be processed more quickly than if it were processed as a whole.

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Atlas

The name of Microsoft's online advertising solution.

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Audience Extension

Feature within DoubleClick for Publishers (DFP) designed to generate more premium revenue for publishers by providing advertisers with the ability to track their unique audience and keep contacting them with advertisements across the web.

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Availability Forecast

A feature that is used to project 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 to the ad.

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Backfill

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

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Beacon

A small (one pixel by one pixel) image displayed on a website or within other content that forces the browser to call another system so that the system can read or write its own cookie. This allows basic actions of the user who is accessing the content to be recorded.

Booked inventory

It includes "reserved", "non-reserved" and "remnant" inventory that has been entered into the system.

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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.

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Bulk line items

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

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Cachebuster macro

A set of instructions used to circumvent a browser's cache. AdManager will often use a cachebuster macro when redirecting to a third party for an image.

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Change order

Changes to an existing campaign in DoubleClick can be secured through a change order (CO), a change order is work that is added to or deleted from the original scope of work of a contract.

Channel

Groupings of domains/URLs for reporting purposes.

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Click macro

A small piece of code that allows you to track clicks on your third-party creatives.

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Clicktag

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

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Code

The "program or script" supplied by the advertiser that is used to generate (i.e. rich media) a line item

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Content bundle

Content bundles are 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.

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Contracted impressions

For DFP Sales Management, this is the number of impressions purchased by an advertiser for a particular ad for the entire duration of a proposal.

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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.

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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.

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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.

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Creative association

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

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Creative code

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

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Creative rotation

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

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Creative wrapper

Snippet of code that wraps around a creative when it is served. When DFP serves a creative to the ad unit, 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.

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Daisy chaining

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

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Dayparting

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

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Delivery

The process of DFP showing ads.

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Delivery bar

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

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Delivery goal

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

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Delivery indicator

The current status of impressions, clicks, CTR, and progress shown on the line item page.

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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).

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Delivery rate

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

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DMA

Designated Market Area. Region where the population can receive the same Internet content.

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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.

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Even rotation

A type of rotation of creatives, where all creatives in a line item are delivered in a regular pattern.

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Evenly

If an ad needs to appear on a website several thousand times over a week (for example, 7000 times over a week) and the delivery option selected is "evenly", it should serve 1000 impressions of the ad each day. There are two delivery options: evenly and frontloaded.

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Exclusion label

A label that you can apply to a line item which prevents the line item 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 web page at the same time as Airline Y's.

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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.

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Fallback creative

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

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

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Flight dates

The date range for an ad campaign to run.

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Flight period

The date range during which an ad campaign should run.

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Floating

A type of ad which 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.

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Forecast adjustment

An adjustment made to the anticipated traffic to your website. DoubleClick for Publishers currently uses 28 days of prior traffic for forecasting. If parts of your website have traffic patterns that aren't captured in the default 28-day sample (because new content was created or because 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.

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Forecasting

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

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Frequency capping

Feature that helps to limit how often an ad from a line item is served to the same user, specify the number of impressions that will be delivered to a single user in a specific period of time, specify time ranges in minutes, hours, days, weeks, or months and apply multiple rules. For example, you can set a frequency cap limiting the same user to one impression per day and three impressions per week.

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Frontloaded

If an ad needs to appear on a website 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, probably to less than 1000 per day until all 7000 impressions have been served. There are two delivery options: frontloaded and evenly.

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Google Publisher Console

The Google Publisher Console provides troubleshooting tips and information about ad performance to DFP publishers, overlaid directly onto their website. An alternative way for publishers to retrieve information and take action on their Google ads as they browse their site.

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Google Publisher Tag

A specific type of ad tag. Ad tags are HTML tags generated and sent to the sites in a campaign. Unique tags are generated for each placement in a campaign.

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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.

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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.

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House ad

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

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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 which a user is watching.

In-stream

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

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Inflated page views

Each web page 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.

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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.

Inventory forecast

A feature that is used to estimate the availability of inventory.

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Inventory forecasting

The process of obtaining an estimate of how much ad inventory will be available in the future.

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Inventory hierarchy

The relation 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.

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Inventory level

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

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Inventory structure

The structure in which an inventory hierarchy is organized.

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Inventory unit

Individual units of inventory that are organized into a hierarchy.

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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.

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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.

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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.

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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.

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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.

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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.

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Master

The primary ad in a roadblock, which allows for the synchronization of ads on the same web page.

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Metro

Targeting type that stands for Metropolitan area.

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Network

The top level business relationship. A network of websites, an ad network.

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Noscript block

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

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Noscript code

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

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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.

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Order

An agreement between an interactive advertising seller and a buyer that specifies the details of an advertising campaign.

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Out-of-page

A creative that is displayed outside of a web page (for example, pop-ups and pop-unders).

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Overbook

To book an ad for a greater number of impressions or clicks than are forecasted to be available.

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Page awareness

Page awareness is the process whereby DoubleClick for Publishers records which impressions occurred together when a page is viewed, when you run a forecast on roadblock ads.

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Parent

The upper level in a hierarchical system. The lower level is known as the child.


Parent inventory unit

The top level of an inventory hierarchy.

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Peel down

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

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Pod

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

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Podding

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

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Product

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


Programmatic

Automated, machine-based selections for purchasing display advertising.


Proposal

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

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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".

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Rate adjustment

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

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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.

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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.

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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.

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Real-time bidder

Real-time bidder is a server-to-server integration option for network buyers that allows networks to evaluate and bid on each available impression.

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Reconciliation

Reconciliation is 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.

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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.

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Release

For DFP Sales Management, this means to make ad space/inventory available on an ad network or website.

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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.

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Remnant inventory

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

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Render

To generate a creative on a user's browser.


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.

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Rollover

For DFP Sales Management, this is the accumulative 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”.

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Run-of-network

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

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Sell-through

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

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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.

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Single-request mode

A mode where tags call all ads once in the header, rather than requesting each ad separately inline with the ad slot.

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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

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.

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Targeting key

A category to which a line item is targeted. For example, the key in the key-value pair for size (sz = width x height) is 'sz'.

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Targeting value

An item to which a line item is targeted. For example, the value in the key-value pair for size (sz = width x height) is 'width x height'.

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Targeting picker

Also known as a targeting selector or widget, this is the area on the 'Line items' screen where you can select various targeting criteria.

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Tear sheet

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

Tear sheeting

The process where a publisher takes one or more screenshots of web pages 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".

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Trafficker

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

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Trafficking

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


Uplift fee

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

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Value CPM

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

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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.

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Video ad tag

A 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.

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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.

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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.

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Weighted rotation

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

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Yield

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

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