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.
Home page takeover
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.
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.
An individual ad. Ad items have a variety of forms, including text, images, and video.
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.
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.
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.
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.
This is simply a unit for the number of times an ad was clicked in a given period.
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.
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.
CPC stands for Cost Per Click. It's the industry term for the price of one click on an ad.
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.
The displayed part of an ad item, such as text, an image, or a video.
CTR stands for Click-Through Ratio, or the ratio of impressions to clicks in a given period.
For more information, read Statistics in AdButler.
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.
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.
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.
The number of times a user has viewed an advertisement in a zone within a given period.
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.
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.
The details and statistics related to a zone assignment.
For more information, read How to Assign Campaigns to Zones or Channels.
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.
The duration of an ad campaign, indicated by start and end dates.
The industry term for the act of displaying an ad on a website.
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.
A method of serving ads to or excluding ads from a group of audiences based on parameters such as keywords, geography, or device.
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.
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.
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.