Glossary

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access controls

DSP uses role-based access controls to grant privileges to a user account.

account

See seat, user account.

AdChoices

The AdChoices CLEAR Ad Notice provides consumers with information about how personal data is collected and used in advertising. You can optionally enable the Ad Choices notification in display ads. The notice is on or near the ad.

ad exchange

See exchange.

ad format

In DSP, the ad format property specifies the format of the image or video creative.

DSP supports two ad formats for image creatives ( the display ad format and native ad format) and two ad formats for video creatives (the JS ad format and Flash ad format)

Ad Operations role

An account type that grants privileges which enable users to manage campaigns, ad serving, targeting, and reporting. See role. User accounts assigned the Ad Operations role or Advertiser Manager role can manage advertisers.

Ad Serving cost type

A variable cost type that enables an advertiser to track expenses associated with the third-party storage, tracking, and delivery of assets including per-impression charges and fees.. See margin management.

ad spend

Tracks the cost of a campaign or line. Ad spend is used to calculate the ROAS metric (return on ad spend).

ad verification

See viewability vendor.

Ad Verification cost type

A variable cost type you can use to track expenses associated with the measurement and verification of target delivery. See margin management.

advertiser

An advertiser is a business object that represents a direct advertiser in the DSP. Every advertiser belongs to an advertiser group within a seat.

advertiser bid

See maximum CPM price.

advertiser cost

In margin management calculations, the advertiser cost is calculated using the formula (Seat Cost + CPM Fees)/(1 - Margin%) if the Total Budget margin type is used and the formula (Seat Cost * (1 + Margin%)) + CPM Fees(Advertiser_Bid - CPM Fees)/(1 + Margin%) if the Buyer Cost margin type is used.

advertiser spend

In margin management, the advertiser spend is calculated using the formula Inventory cost * (1 + Total fee %) + Sum of CPM fees ]/ (1- Margin%) if the Total Budget margin type is used and using the formula Inventory cost * (1 + Total fee %)  *  (1+ Margin%) + Sum of CPM Fees if the Buyer Cost margin type is used.

advertiser group

An advertiser group is a business object that represents a collection of advertisers that are categorized by vertical, region, or another useful category within a seat. Advertiser groups enable you to set up advertiser group-specific deals and filter report data by advertiser group.

Advertiser Manager role

The Advertiser Manager role is an account type that grants privileges to users. A user account assigned the Advertiser Manager role may view and edit advertiser and campaign details. See role.

The Advertiser Manager role is almost identical to the Ad Operations role. The sole difference is that users assigned the Ad Operations role cannot create new advertisers in a seat.

Advertiser Report role

See role.

agency trading desk

See ATD.

ahead pacing

Ahead pacing is a pacing mode that enables advertisers to over-pace a line’s budget so that the line can exceed its daily budget and front-load line delivery (i.e. increase impressions) early in its flight. For example, to align with a product launch or other marketing activities.

Advertisers view

In the DSP client, the Advertisers view is a UI that enables users with the appropriate privileges to manage advertisers.

app list

An app list (a.k.a. mobile app list) is a list of mobile app names or app URLs to include or exclude. May be defined at the advertiser-level or seat-level.

ASAP pacing

ASAP pacing is a pacing mode that enables advertisers to ensure that a line bids on every ad placement that matches the its targeting criteria.

ATD

An agency trading desk. An ad agency that manages multiple advertisers and executes digital media campaigns and lines on their behalf.

audience

An audience is a collection of consumers with similar interests, habits, or online and offline behaviors. The Audience Builder enables you to build audiences that are most responsive to your campaigns, are most likely to convert, or are otherwise advantageous. Audience Builder supports four audience types: custom audience, Yahoo audience, lookalike audience, and composite audience.

audience type

DSP supports four audience types: custom audiences, Yahoo audiences, lookalike audiences, and composite audiences.

Audience Builder

Audience Builder is a powerful tool for driving campaign performance. You have the ability to use your own first-party data assets, proprietary Yahoo products, as well as third-party data from all major data management platforms (DMPs).

Audience Measurment cost type

A variable cost type that enables an advertiser to track expenses associated with the identification and measurement of delivery to specific audiences, segments, or devices. See margin management.

Audiences view

In the DSP client, the Audiences view is a UI that enables users with the appropriate privileges to manage audiences.

AVOC viewability standard

Stands for Audible and Visible on Complete. The AVOC viewability standard is a proprietary metric developed by Moat that specifies the percentage of video ad impressions that play to completion in which the ad was both visible and audible on completion.

The AVOC rate is used to measure viewability and audibility in two goal types: Maximize AVOC goals and AVOC Rate goals.

AVOC Rate goal

An AVOC Rate goal is optimized towards maximizing the number of impressions that are viewable and audible on completion as defined by Moat AVOC standards during its flight.

An AVOC Rate goal is defined by a target AVOC rate (the percentage of impressions that meet AVOC standards) and a maximum CPM price (the maximum cost per one thousand impressions).

beacon

See Dot tag.

bidder

The DSP bidder is an algorithm that uses machine learning to analyze consumer, advertiser, and publisher data and respond with optimized bids and creatives in real-time. The bidder leverages data, machine-learning models, and campaign line-level configurations to optimize advertiser bidding.

bidding process

DSP follows a bidding process to determine whether to place a bid, and how much to bid on a given ad placement. Part of the bidding process includes a prediction engine that predicts user response rates. When you set up an ad for bidding, DSP follows a process for maximizing an ad’s chances of achieving advertiser goals. The goal is to bid for ad spaces that keep to an advertiser’s budget, serve qualified content to the most appropriate users, and maximize ROI.

bid optimization

Bid optimization is the process of applying targeting and bidding rules to ad calls and using those rules and machine learning to ensure that the bidder submits the best bids to the real-time auction. This is an automated process that ensures that advertisers only bid on inventory that is within budget, appropriate to their goals, and serves qualified content to appropriate users.

bid policy

In optimized bidding, the bid policy defines the rules that the bidder will use during the real-time auction to determine the amount the line bids for ad placements.

The bid policy is determined by the line’s goal type. DSP supports two broad types of bid policies that specify rules for cost-based goals and viewability-based goals.

bid price

In dynamic bidding, the bidder calculates a bid price for an ad placement based on the anticipated user response rate and the line’s goal target.

The bid price estimates the value of an ad placement to a line based on the line’s objective. Consequently, the formula used to calculate the bid price is specific to the cost-based goal type:

Goal Type Bid Price Formula
CPC Bid Price = Target CPC x CTR x 1000
CPA Bid Price = Target CPA x CNVR x 1000
CPCV Bid Price = Target CPCV x CR x 1000
VCPM Bid Price = Target VCPM x Viewability %
ROAS Bid Price =  Conversion Value / Target ROAS

During real-time bidding, the bid price is calculated in real-time for all cost-based goal types: CPC, CPA, VCPM, and ROAS. Compare with maximum CPM price.

bid shading

In real-time auctions, bid shading (a.k.a. bid shaving) is the practice of bidding slightly below the estimated worth of the impression. The DSP shades bids to ensure that an advertiser does not overpay for impressions.

billing method

The billing method is a line-level configuration that specifies ad pricing model. The ad pricing model determines how the platform calculates the cost of a line. Supported billing methods include: oCPM, fixed CPM, fixed CPC, and CPCV.

The platform calculates the amount advertisers are billed based on line delivery using the specified billing method. The billing model also defines the line’s bidding strategy (the method the platform uses to calculate the bid price) and constrains the goal types available to define line objectives.

blacklists

Ads cannot serve on the apps or sites on the list.

Brand Safety cost type

A variable cost type that enables an advertiser to to track expenses associated with inventory quality, brand safety, and fraud avoidance. See also margin management.

DSP API

The DSP provides programmatic access to advertiser campaigns.

DSP client

The DSP client consists of seven views: the Dashboard view, Advertisers view, Exchanges view, Audiences view, Insights view, Planner view, and DSP Prime view.

campaign

An advertising goal that defines a strategy for delivering ads within a specified flight range. A campaign is typically defined by a start date, end date, total budget, daily budget, frequency capping method, campaign manager, and a campaign target KPI that measures campaign effectiveness. Every campaign belongs to an advertiser and encompasses one or more lines.

campaign manager

A campaign manager is a user that is assigned responsibility for a campaign.

Campaign report

Provides a high level overview of a campaign’s delivery, clicks, and conversions as well as:

  • Performance trending. How the line is doing over the reporting period.
  • The number of impressions, clicks, conversions, or completion rates across demographics (age and gender).
  • Cross-device conversions. How conversions are distributed across phones, tablets, and desktop devices.
  • Delivery % (shown in terms of the number of impressions or the ad spend).
  • The number of clicks, conversions, or video completions that occurred on weekdays, weeknights, weekend days, and weekend nights.
  • The extent to which your display campaign has influenced users to search for your brand.
  • The number of impressions the average user sees.

campaign target KPI

The campaign target KPI specifies the metric used to measure campaign performance. Campaign performance may be measured using the following KPIs: CTR, CPC, CPA, CPCV, VCPM, and ROAS.

click

A click occurs whenever a consumer responds to an impression by clicking an ad.

click-through rate

See CTR.

CNVR

The conversion rate. A metric that measures the conversion rate per one thousand impressions: CNVR = conversions/1000. CNVR is a factor in the calculation of the bid price of CPA lines.

Completion goal

A goal type supported for video lines.

completion rate

See CR.

Completion Rate Threshold goal

A Completion Rate Threshold goal is optimized towards maximizing the number of completed impressions that the line receives during the flight.

A Completion Rate Threshold goal is defined by a completion threshold (the target completed view rate) and a maximum CPM price (the maximum cost per one thousand impressions).

composite audience

A composite audience is an audience type that consists of a variety of first-party, custom, Yahoo, and third-party data. See also audience, Yahoo audience.

comScore

A third-party data verification vendor.

consumer

A consumer is an end-user that is associated with a browser that is served impressions. The DSP collects consumer data and stores information about consumers in the profile server.

contextual

Every contextual is defined by a taxonomy type that specifies the contextual categories that define the contextual. DSP supports the following taxonomy types: DoubleVerify Brand Safety, IAB Contextual, Peer39 Brand Safety, Peer39 Brand Safety, Peer39 Page Language, Peer39 Page Quality.

contextual targeting

Contextual targeting enables you serve ads based on specified characteristics of a web page’s content, as determined at the time of the ad call. A contextually targeted creative may increase the ad’s relevancy to the user and, often, its value.

conversion

A conversion occurs whenever a consumer responds to an impression with an action that is defined by a conversion rule.

conversion category

A conversion category is an end-user action (such as viewing content, initiating checkout, making a purchase) that the advertiser wishes to track and quantify. Every conversion rule is defined by a conversion category, conversion value, rule type, and destination condition.

A high conversion rate depends on several factors, all of which must be satisfactory to yield the desired results — the interest level of the visitor, the attractiveness of the offer, and the ease of the process.

The interest level of the visitor is maximized by matching the right visitor, the right place, and the right time.

The attractiveness of the offer includes the value proposition and how well it is presented. It is worth noting that small, impulse items typically have a higher conversion rate than large, shopping items.

The visitor’s ease of completing the desired action is dependent on site usability which includes intuitive navigation and fast loading pages.

conversion rule

A conversion rule is a campaign-level configuration (Dot rule) that enables the tracking of a conversion: an event in which a consumer responds to an impression by performing a specified action. The conversion rule is defined by a conversion category, conversion value, rule type, and destination condition.

When you create conversion rules, you can set different conversion amounts for each rule. When you link a conversion rule to a line, DSP will automatically calculate the return on ad spend (ROAS): Conversion Value / Advertiser Spending

conversion rule audience

A conversion rule audience is a custom audience that is defined by a conversion rule.

A conversion rule audience is built from Dot tags you create on the on the Pixels page. Before you set up conversion rules for your audience, create the Dot tags on which the audience will be built.

conversion value

The conversion value specifies the average value of a particular conversion category to the business. The specified conversion value is used to compute the return on ad spend (ROAS): Conversion Value / Advertiser Spending The conversion value is also a factor in the calculation of the bid price of ROAS lines.

cost-based goal

A cost-based goal is an oCPM goal that bids on ad placements opportunities based on a bid policy that weighs three variables: the predicted worth of the ad placement, a maximum CPM price that is specified by the line goal, and a bid price that is calculated based on the line’s goal target.

CPA

The cost per action (also known as cost per acquisition, revenue CPA, cost CPA). A metric that measures the average cost per conversion recorded: CPA = Ad Spend / Conversions.

CPA goal

An instance of the CPA goal type. A CPA goal is defined by a goal target (the average cost per conversion the advertiser is willing to pay), maximum CPM price (the maximum cost per thousand impressions the advertiser is willing to pay), a goal mode (hard goal or soft goal), and at least one conversion rule that specifies the conversion event that is the basis for line performance and billing.

A line defined by a CPA goal is optimized to bid on ad placements that are more likely to produce desirable conversion events as specified in one or more conversion rules.

CPC

The cost per click. A metric that measures the cost per click, the average cost per recorded click: CPC = Ad Spend / Click.

Also, a payment model in which advertisers pay each time a user clicks an ad placement.

CPC goal

A CPC goal is optimized towards maximizing the number of clicks that the line receives during its flight.

A CPC goal is defined by a target CPC (the cost per click), a maximum CPM price (the maximum cost per one thousand impressions), and a goal mode (hard or soft).

CPCV

The cost per completed view, a KPI used to measure video line performance.

CPCV goal

A CPCV goal is optimized towards maximizing the number of completed views that a video line receives during its flight. CPCV goals can be defined for video line using CPCV billing.

CPCV billing

CPCV billing is a billing method that can be specified for video lines. With CPCV billing, the platform charges advertisers for completed video view only. For example, if a user watches your two-minute video for the full two minutes, that impression is counted as a completed view. If a different user watches the video for 45 seconds, that impression is not considered a completed view and you are not charged.

One of four supported billing methods. Compare with fixed-CPC billing, fixed-CPM billing, and oCPM billing.

CPM

The cost per mille, meaning the cost per one thousand impressions. A metric that measures the cost per one thousand impressions: CPM = Ad Spend / (Impressions / 1000).

Also, a payment model that is based on a fixed rate for the impressions served rather than on a performance-based pricing. See fixed-CPM billing. Compare with oCPM billing.

CPM price

The CPM price is a goal property that specifies the amount that the advertiser will pay per one thousand impressions. The CPM Price property is specified if the amount paid per thousand impressions is static and cannot be adjusted by the goal. Compare with Max CPM Price.

CR

The completion rate, a metric that measures the ratio of completed videos to video starts. The platform calculates the predicted CR of an ad and uses this user response rate prediction to determine an appropriate bid price for lines using CPCV goals.

creative

A creative is an image or video file that serves as a building block for ad assembly. When linked to a line, a creative is considered an ad ready to be served on a web page.

A creative may be defined by its name, creative type, ad format, ad size, an optional creative category, click through URL, landing page URL, and one or more additional tracking URLs. See image creative, video creative.

Cross-Device report

Provides insights about cross-device conversions. Find out how conversions are distributed across phones, tablets, and desktop devices. Find out if the distribution of conversions across different devices aligns with your current ad spend.

CTR

The click-through rate, a metric that measures the average number of clicks generated per ad impression: CTR = Clicks / Impressions. The platform calculates the predicted CTR of an ad and uses this user response rate prediction to determine an appropriate bid price for lines using CPC goals.

CTR goal

A goal type supported for video lines. A CTR goal is defined by a CPM price.

custom audience

A custom audience is an audience type that is defined by an iOS or Android device ID, an email address, or conversion rule.

DEF

daily budget

A daily budget specifies the funds available to a campaign or line per day. Depending on its daily budget type, a line’s daily budget may be auto-allocated or user-defined.

  • A campaign’s daily budget defines the funds available to the campaign’s lines per day. If a campaign has multiple lines, the sum of the daily budgets of those lines cannot exceed the campaign’s daily budget.
  • A line’s daily budget specifies the funds available to a single line per day. The line’s daily budget may be constrained by campaign-level budget settings (total budget, daily budget) and the line-level budget settings (total budget). If multiple lines are defined, the sum of the daily budgets of those lines cannot exceed the campaign’s daily budget. See daily budget type, line pacing.

daily budget type

The daily budget type specifies how the daily budget of a campaign or line is calculated.

Three campaign-level daily budget types are supported:

  • No Daily Budget: Campaign-level daily budget caps are optional. If no daily budget is specified, line-level daily budgets “roll up” to define the campaign’s daily budget.
  • Specified Amount: The daily budget available to the campaign lines is user-defined.
  • Auto-Allocated: The campaign’s total budget is distributed evenly across the campaign: Daily Budget = Total Budget/Flight Duration. Daily budget caps should not be auto-allocated if the total budget is unlimited or if the end date of the campaign is unspecified.

Two line-level daily budgets types are supported:

  • Specified Amount: The line’s daily budget is user-defined.
  • Auto-Allocated: The line’s total budget is distributed evenly across the line’s flight: Daily Budget = Total Budget/Flight Duration.

Dashboard view

In the DSP client, the Dashboard view is a customizable user interface that displays high-level information about a user’s starred and assigned campaigns. The Dashboard displays high-level information about their campaigns including campaign status, pacing, and performance data.

data provider

To verify that your video campaign delivers impressions to the demographics you target, DSP provides measurement by both Yahoo and third-party measurement providers. You can select one of these third-party audience measurement providers as the source of data for your video campaign.

DSP supports the following data providers: Yahoo data provider, DoubleVerify, IAB, IAS, Peer39

data verification vendor

A data verification vendor is a party that provides independent data verification services (that is, demographic targeting verification) for video lines. All video lines use data verification vendor specified at the campaign level.

DSP supports three data verification vendor integrations: Yahoo data verification vendor, comScore, and Nielsen.

day parting

In DSP, day parting is the practice of scheduling ad placements at specific times of the day or on specific days of the week to more effectively target specific audiences. Day parting schedules are always based on the consumer’s time zone (that is, the time zone of the browser that is served the impression).

deal

A deal is a set of terms reflecting an agreement between an exchange and an advertiser that is executed programmatically via a deal ID. The DSP supports two types of deals: shared deal and spot buy deal.

A deal may be restricted to a subset of advertiser groups or advertisers.

Deals are negotiated offline between the publisher and advertiser networks. The network administrator can set up and share deals with advertiser groups or advertisers. The advertiser must then target the exchange with or without the deal ID.

device ID audience

A device ID audience is based on a list of Apple (IDFA) or Google (GAIDs) IDs that you upload to DSP and use for line targeting.

display ad format

The display ad format is one of the two supported ad formats for image creatives. Display ads may be hosted by the DSP or a third-party server and are defined by a creative name, ad type (banner or rich media), ad size, click through URL or landing page URL, and one or more additional tracking URLs. Compare with native ad format, image creative.

display line

Jargon. A line that is assigned an image creative of the display ad format. See line.

DMA

A Designated Market Area (DMA) is a geographic area that represents a specific television market.

Dot rule

In DSP, a Dot rule is a code snippet that facilitates conversion tracking and retargeting. Dot rules can record many different types of conversion or retargeting events.

All Dot rules are based on Yahoo’s cross-platform tracking pixel, the Dot tag. DSP supports two kinds of Dot rules: conversion rules and retargeting rules. See conversion rule, retargeting rule.

Dot tag

The Dot tag is a standard code snippet that when placed on an advertiser’s web page can be used to send site interaction information about the advertiser’s users to Yahoo. This information can then be used by Yahoo to track conversions, retarget users in real time or collect user data for custom audience creation. As a convenience, the Yahoo tag can also support inclusion of third-party pixels.

DoubleVerify

A data provider.

DoubleVerify Brand Safety

DoubleVerify Brand Safety is a taxonomy type used to specify contextuals.

A DoubleVerify contextual is for brand safety. Exclude DoubleVerify contextual categories that may be a brand safety concern or violate policies. See contextual.

dynamic bidding

The DSP supports a form of bid optimization that uses proprietary data and machine learning to evaluate the value of an ad impression and dynamically adjust the bid based on probability that the ad placement will enable the line to achieve its goals. To enable dynamic bidding, you must specify a goal type for a line.

eCPM

The effective cost per mille, meaning the effective cost per one thousand impressions. eCPM is a comparative metric that enables advertisers to assess line performance. eCPM measures the effective cost of an ad per one thousand ad impressions: eCPM = (ad spend/ad impressions) x 1000. Compare with CPM.

even pacing

Even pacing is a pacing mode that enables advertisers to ensure that a line’s budget is distributed evenly across its duration.

exchange

An exchange is a seller that is integrated with DSP via the OpenRTB API.

The supply partners with whom DSP has an established RTB integration.Their supply is available for media buying.

Every exchange is identified by a unique exchange ID.

Exchanges view

A view in the DSP client that enables users with the appropriate privileges to manage exchanges.

filtered pacing

The filtered pacing metric displays pacing within a range of dates and is calculated as follows:

Filtered Pacing = (Spend in Filtered Days / (Required Budget / Remaining Days)) * 100

where:

  • Spend in Filtered Days = amount spent during the filtered timeframe
  • Required Budget = amount budgeted from the start of the filter to the end of the flight
  • Remaining Days = number of days between the start of the filter to the end of the flight

final advertiser bid

In margin management calculations, the final advertiser bid is calculated using the formula [Bid * (1 - Margin%) - Sum of CPM Fees] /(1 + Total Fee %) if the Total Budget margin type is used and the formula [Advertiser Bid - Sum of CPM Fees ]  /  (1 + Margin%) / (1 + Total Fee %) if the Buyer Cost margin type is used.

fixed-CPC billing

One of four supported billing methods. Compare with CPCV billing, fixed-CPM billing and oCPM billing.

fixed-CPM bidding

In fixed CPM bidding the advertiser pays for impressions rather than the performance-based oCPM billing model. Fixed CPM bidding is used when no goal type is specified for a line. Compare with dynamic bidding.

fixed-CPM billing

One of four supported billing methods. Compare with CPCV billing, fixed-CPC billing, and oCPM billing.

Flash ad format

The Flash ad format is one of the two supported ad formats for video creatives.

forecast horizon

A forecast horizon is a discrete time period that defines the temporal scope of Forecaster projections. A forecast is always prepared for a specific forecast horizon: the forecast predicts line delivery and line reach during that time period.

Forecaster

The Forecaster is a dynamic charting tool that predicts line delivery and line reach in real-time based on a line’s bidding strategy, maximum bid, the ad sizes served, and forecast horizon.

flight range

In DSP, the flight range of a line or campaign is defined by its start and end dates.

frequency cap

A frequency cap specifies the maximum frequency with an ad is served to the same browser. In DSP, frequency caps may be specified on a line-by-line basis or globally across all lines in a campaign depending on the frequency capping method.

frequency capping method

A campaign may be defined by a frequency capping method that determines how frequency capping is implemented in that campaign.

  • Line Level Only. Frequency capping is set for each line in the campaign.
  • Global Level. Frequency capping is shared across all lines in the campaign (to reduce overexposure in case of audience overlap across lines).

GHI

goal

A goal identifies the performance objective of a line. Bid optimization targets ad placement opportunities deemed likely to meet a line’s performance objectives as defined by its goal.

A goal may be a soft goal or a hard goal. A soft goal prioritizes line delivery the primary objective of the line and line performance as a secondary objective. A hard goal prioritizes line performance as the primary object of a line and line delivery as a secondary objective.

The goal not only specifies the line’s performance objectives (as represented by the line’s goal target), it also specifies the metric (KPI) that the platform uses to measure line performance.

Depending on its goal type, a goal may be defined by many different properties.

goal mode

Many oCPM line goals may be defined as either hard goals or soft goals. The goal’s mode specifies whether the line prioritizes line performance or line delivery.

goal target

A goal target specifies a KPI threshold that represents the goal’s objective. For example, the objective of a CPM goal is specified as the line’s target CPM.

goal type

Every line goal is defined by its goal type. The goal type determines the line’s objective and the bid strategy that the platform uses to achieve that objective.

Line goal types are constrained by the line’s billing method (oCPM, Fixed CPM, Fixed CPC, CPCV) and media type (display or video).

GroupM viewability standard

The GroupM viewability standard specifies that a video ad must be audible and in the viewable portion of the consumer’s browser for half its duration to register a viewable impression. The GroupM viewability standard is supported for video lines on a limited basis.

hard goal

A hard optimization goal prioritizes line performance as the primary objective of a line and line delivery as a secondary objective. In other words, the goal target is treated as a hard threshold.

A hard goal prioritizes achieving a specific performance threshold, which takes precedence over line delivery. If the specific performance goal is achieved, the line item will try to spend as much budget as possible. Performance on hard goal is optimized to be as close as possible to the set goal amount.

Cost-based oCPM goals may be specified as either hard goals or soft goals. The line’s goal mode setting enables the advertiser to specify whether the goal is a hard or soft goal. Compare with soft goal.

IAB Contextual

A contextual taxonomy type.

IAB contextuals include both brand safety and user interest categories. IAB classifies sites based on the publisher’s self-categorization. See contextual.

IAB/MRC viewability standard

The IAB/MRC viewability standard is supported for video lines.

The IAB/MRC viewability standard specifies that 50% of the video ad pixels must be active and in the viewable portion of the consumer’s browser for two consecutive seconds to register a viewable impression. See also, viewability standard, viewable impression.

image creative

An image creative is one of two ad types supported by DSP. An image creative supports two ad formats: display ads and native ads. See display ad format and native ad format.

impression

An impression (a.k.a. ad impression) occurs whenever an ad is loaded and displayed in a web page. An impression is registered whenever the web server responds to a page request from a consumer’s browser.Digital advertising is usually bought and sold in terms of cost per thousand impressions (CPM).

Although an impression is meant to measure the number of times a consumer is presented with the opportunity to view an ad (an ad opportunity), an impression does not guarantee that the ad was viewed by the consumer. Compare with viewable impression.

inventory

Inventory (a.k.a. as ad inventory) refers to the quantity of ad placement opportunities available on a web site during a period of time.

JKL

JS ad format

The JS (JavaScript) ad format is one of the two supported ad formats for video creatives.

KPI

The key performance indicator. A metric used to measure the performance of a line or campaign. See campaign target KPI.

lifetime pacing

Lifetime pacing is a campaign- and line-level metric that measures the pacing performance of campaign or line across its duration. Filtered pacing metrics are displayed in both line and campaign dashboards.

The lifetime pacing metric measures how well the campaign or line has delivered its budget across its duration: Lifetime Pacing = (Total Spend) / (Daily Budget * Number of Days ). Compare with filtered pacing.

line

A line (also known as line item) is a part of a campaign that specifies a unique targeting strategy. Every line belongs to a campaign and inherits configurations from its parent campaign. Other configurations may be specified at the line-level. A line item is defined by one or more ads, a flight date, budget & pricing settings, pacing, bidding, & goal settings, and targeting parameters. See also display line, video line.

line delivery

In DSP, line delivery is a metric that measures the rate at which a line wins real-time auctions and delivers ad impressions. Line pacing is a indicator of daily line delivery.

line delivery optimization

Line delivery measures the number of ad impressions served by a line item. Compare with line performance, line reach.

line insight

Line insights provide performance and delivery data about a line. DSP derives the line insights from the impressions, clicks, and conversions it calculates for the line’s ads, and reports the data in real time. Impressions, clicks, and conversions appear in reporting less than 20 seconds after they occur.

line insights report

A big picture view of how the line is performing overall against ad spend. How audiences are performing against ad spend, and which audiences are performing best. How exchanges are performing against ad spend, and the exchanges on which ads are performing best. How individual sites are performing against ad spend, and the sites on which ads are performing best.

line targeting

You can set up lines in your campaigns to target exchanges, deals, locations, demographics, ad positions, frequency, audiences, devices, days of the week, apps, URLs, page relevancy, mobile carriers, and languages.

line performance

A measurement of a line’s ability to deliver on its goals.

MNO

margin

A margin is the amount that an agency/ATD assesses to execute a buy ad placements on behalf of a client. The margin is calculated as either a percentage of the line’s total budget or as a percentage to the line’s media spend depending on the line’s margin type. A campaign must maintain a certain margin percentage to ensure that the ATD is not losing money.

In margin management, the margin is calculated using the formula Margin % * Advertiser Spend if the Total Budget margin type is used and using the formula Margin % * Seat Cost if the Buyer Cost margin type is used.

margin management

DSP margin management tools enables an agency/ATD to efficiently manage and track expenses (variable CPM costs) incurred on a line-by-line basis. Margin management enable advertisers to automatically track a variety of costs associated with running digital media campaigns including technology fees, third-party data tracking, media costs, etc.

margin percentage

The margin percentage is equal to (Total Gross Profit/Total Revenue) * 100.

margin type

The margin type specifies the method that the platform uses to calculate the line’s margin. Two options are supported: buyer cost and total budget.

max CPM price

See maximum CPM price.

maximum CPM price

The maximum CPM price (also known as Max CPM Price) is a goal property that specifies the maximum amount that the advertiser is willing to pay per thousand impressions. The CPM price is dynamic and can be adjusted by the goal.

During real-time bidding, the bidder compares the specified maximum CPM price with the calculated bid price to determine the amount to bid on an ad placement. Compare with bid price, CPM price.

Maximize AVOC goal

A video line AVOC goal type.

Maximize Completion goal

A maximize completion goal optimizes towards completed views. Compare with CPCV goal.

Maximize CTR goal

A video line goal type.

Maximize Viewability goal

A video line goal type.

A Maximize Viewability goal is defined by a CPM price and a viewability standard (by default, IAB/MRC)).

Media Rating Council

The Media Rating Council (MRC) is an independent association that manages the accreditation of media rating research and measurement services. The MRC specifies industry measurement guidelines and conducts audits of measurement services to ensure that measurement services are valid, reliable, and effective. See MRC viewability standard.

Minimize eCPM goal type

The Minimize eCPM goal type is a viewability-based goal that can be used to define display lines and video lines using oCPM billing.

A Minimize eCPM goal is defined by a maximum CPM price (the maximum cost per one thousand impressions) and a viewability rate threshold, a targeting parameter that specifies the minimum viewability rate for the website to be targeted by a line.

Moat

Moat is a leading third-party vendor that independently measures the viewability of impressions. A viewable video impression requires that 50% of video ad pixels are active and in the viewable portion of the consumer’s browser for two consecutive seconds.

The DSP supports “always on” Moat integration for the measurement of the viewability of video impressions and soft optimization goals. See also viewability.

MRC viewability standard

The MRC viewability standard for display and video ads is the industry standard:

  • Display: At least 50% of the display ad’s pixels must be in view for at least one second.
  • Video: At least 50% of the video ad’s pixels must be in view for at least two seconds.

Ads that meet the viewability standard are viewable impressions.

native ad format

The native ad format is one of the two supported ad formats for image creatives. See image creative.

Nielsen

A third-party data verification vendor.

None goal type

The None goal type specifies fixed-CPM bidding for a line on all inventory.

oCPM

The optimized cost per mille, meaning the optimized cost per thousand impressions.

oCPM billing

oCPM is a margin-plus billing model that enables dynamic bidding optimization towards campaign objectives. The advertiser is billed a specified percentage over the cost oCPM. Compare with fixed-CPM billing and fixed-CPC billing.

oCPM line

An oCPM line is a display or video line that uses an oCPM ad pricing model and goal-based bid optimization.

Other cost type

A variable cost type that enables an advertiser to manage and track miscellaneous expenses. See also margin management.

PQR

pacing

Even or ASAP. By default, the system will pace spending of your budget evenly across the flight of your line. See also intra-day pacing.

Campaign pacing data displayed in the Dashboard includes Yesterday, Monthly Lifetime, Spend Budget, Daily Needed, and Days Left.

partner

A partner is a buyer/advertiser or seller/exchange is a party that uses the DSP to buy or sell user impressions. A buyer is also known as a demand partner. A seller is also known as a supply partner.

Peer39

A data provider.

Peer39 Brand Safety

A contextual taxonomy type. See contextual.

Peer39 Page Language

A contextual taxonomy type. See contextual.

Peer39 Page Quality

A contextual taxonomy type. See contextual.

pixel

See Dot tag.

pixel fires report

For each conversion or retargeting rule, find the number of pixel fires per day for a single advertiser or across advertisers. Compare and contrast the number of pixel fires across multiple pixels for the same advertiser. View performance across advertisers for a particular day.

Planner view

In the DSP client, the Planner view is a UI that enables users with the appropriate privileges to view forecasts of line performance.

platform bid

In margin management calculations, the platform bid is calculated using the formula Seat Bid / (1 + Total_Fee%).

privilege

A privilege is the ability to perform certain actions within the DSP client. DSP uses a role-based access controls. A user is conferred privileges based on their role.

profile server

In DSP, the profile server is service that facilitates user mapping and the storage of proprietary consumer data.

publisher

See exchange.

Publisher Ops role

The Publisher Ops role is an account type that enables a user to oversee supply relationships and pricing, and to manage private marketplace deals. See role.

The Publisher Ops role grants a user account the following privileges:

  • Access the Exchanges view
  • Edit exchanges
  • Access the Insights view and run reports

qualified bid

A qualified bid is a bid that has won the platform’s internal auction and qualified to bid on an ad placement opportunity in an external auction.

reach

Reach (also known as line reach measures the number of unique consumers served impressions by a line item. Compare with line delivery.

Report Builder

Create a granular report on any aspect of a campaign, line, ad, audience, bidding strategy or demographic. Get statistics across multiple campaigns, lines, ads, audiences, targeting strategies or demographics. Create report templates you can use over and over, or modify as needed.

retargeting rule

A retargeting rule is a campaign-level configuration (Dot rule) that enables a campaign to serve additional ad content to consumers that visit a specified page.

Retargeting rules are defined by a rule name, rule type, and destination condition.

ROAS

An acronym for return on ad spend, a KPI that measures the efficacy of a campaign as the ratio of ad revenue to ad spend.

When you create conversion rules, you can set different conversion values for each rule. When you link a conversion rule to a line, DSP will automatically calculate the return on ad spend.

ROAS goal type

A goal type that measures the rate of return on ad spend: Conversion Value / Advertiser Spending

role

A role is an account type that specifies a set of access rights and privileges. A user account can be assigned one or more roles within a seat and is granted all of the privileges of those roles.

DSP supports the following roles: Ad Operations role, Advertiser Manager role, Advertiser Report role, Publisher Ops role, Seat Read Only role, and User Ops role.

rule

See Dot rule.

STUV

seat

In DSP, a seat is a licensed DSP account that is held by an ad agency, trading desk, or direct advertiser. The seat is defined by its ID number, name, booking country, and seat type (Managed or Self Serve).

Self-serve seats can directly manage advertisers in the DSP client or programmatically using the DSP API. Managed seats depend on their Yahoo account managers to conduct their campaigns.

The seat is the top level business object in the DSP. A seat is defined by one or more advertiser groups and one or more user accounts.

https://s.yimg.com/oo/cms/products/dsp/images/glo-seat_2880015f3.png

seat bid

In margin management calculations, the seat bid price is calculated using the formula Advertiser_Bid * (1 - Margin%) - CPM Fees if the Total Budget margin type is used and the forumla (Advertiser_Bid - CPM Fees)/(1 + Margin%) if the Buyer Cost margin type is used.

seat cost

In margin management calculations, the seat cost is calculated using the formula Platform Cost * (1 + Total_Fee%).

Seat Ops role

The Seat Ops role is an account type that enables a user account to manage a seat. The Seat Ops role enables a user to manage billing and contract details. See role.

The Seat Ops role grants a user the following privileges: Manage seat, Edit site lists

Seat Read Only role

The Seat Read Only role is an account type that enables a user account to view (but not manage) all campaigns within a seat and to run reports. See role.

shared deal

For these deals, publishers offer supply on an exchange to all interested buyers. If an advertiser line targets a shared deal and wins, then the winning shared deal ID is captured for deal ID reporting.

site list

A list of URLs to include or exclude. May be defined at the advertiser-level or seat-level.

soft goal

A soft optimization goal prioritizes line delivery as the primary objective of a line and line performance as a secondary objective. In other words, the goal target is treated as a soft threshold.

Maximize goals are generally soft optimization goals, where line performance is measured in terms of viewability as defined by Moat for video lines and Yahoo for display lines.

If the line’s entire budget can be delivered, the line will then maximize line performance. Delivery on soft optimization goals depends on the availability of supply that satisfies the line targeting criteria.

Cost-based oCPM goals may be specified as either hard goals or soft goals. The line’s goal mode setting enables the advertiser to specify whether the goal is a hard or soft goal. Compare with hard goal.

spot buy deal

For these deals, publishers offer supply to a single buyer, or a limited number of specific buyers. If an advertiser line targets a spot buy deal and wins, then the winning spot buy deal ID is captured for deal ID reporting.

targeting

In DSP, line-level targeting enables advertisers to identify and target audiences based on a variety of demographic data. Lines can be targeted for specific exchanges or deals, locations, demographics, ad positions, frequency, audiences, devices, days of the week, apps, sites, page relevancy, mobile carriers, and languages.

taxonomy type

Every contextual is defined by a taxonomy type that specifies the available contextual categories. DSP supports the following taxonomy types: DoubleVerify Brand Safety, IAB Contextual, Peer39 Brand Safety, Peer39 Page Language, Peer39 Page Quality.

tech fee

In margin management, the tech fee is calculated using the formula Inventory Cost * Tech Fee %.

third-party data fee

In margin management, the third-party data fee is calculated using the formula Inventory Cost * third-party Data Fee %.

total budget

A total budget defines the funds available to a campaign or a line for the duration of its flight.

  • A campaign’s total budget specifies the funds available for the duration of the campaign. This campaign-level budget cap is optional. If a campaign is specified as an evergreen campaign with an unlimited budget, line-level budget settings “roll up” to define the campaign’s total budget.
  • A line’s total budget specifies the funds available to the line during its flight. The total budget of a line is constrained by the campaign’s total budget (if defined). If a campaign has multiple lines, the sum of the total budgets of those lines cannot exceed the campaign’s total budget.

under-pacing

A line that fails to spend its daily budget and deliver impressions as expected is said to be under-pacing. Under-pacing is an indicator that a line may require line delivery optimization.

unique converters

The number of converters who are unique users.

unique click through converters

The number of click through convertsers who are unique user.

unique view through converters

The number of view through converters who are unique users.

user account

In DSP, a user account (or user) is a person who may potentially access, view, and configure settings within one or all advertiser groups in a seat.

A user account is defined by a first and last name, UI access rights, API access rights, an email address, a time zone, and one or more roles. All access rights and privileges are conferred to users based on role-based access controls. A user may be assigned one or more roles and has all of the privileges and access rights that come with that role.

A user account may be assigned to one or more advertiser groups. The user may access every advertiser within their assigned advertiser groups and perform all task granted to their role.

user

Within the context of ad serving, the term “user” is sometimes used as a synonym for a consumer, i.e. a unique browser or a device (mobile phone or tablet) that is displayed impressions. See unique cookie.

user group

A user group is a collection of DSP users (cf. user account).

The user group business object is a tool that facilitates the creation of A/B testing. A user group may consist of one or more subgroups that share a percentage of the total traffic.

User Ops role

The User Ops role is an account type that enables a user account to create and edit user accounts within a seat. See role.

The User Ops role grants a user account the following privileges: Create users, Edit users

user response rate

The user response rate is a prediction of line performance (observed impressions, clicks, conversions, etc.) based on consumer, advertiser, and publisher data that represents the probability that an ad placement will deliver desirable response.

During bid optimization, the bidder analyzes what is known about consumer behavior, ad performance, and inventory quality to define the amount the line will bid on an ad placement.

variable cost

A variable cost (a.k.a variable CPM cost) is a line-level business object that enables you to better manage and track external costs that affect the profitability of campaigns. A variable cost is defined by its cost type, its name, and a CPM amount (the amount paid per thousand impressions.) Up to six different variable costs can be defined for each line; one for each cost type. Variable cost types include ad serving costs, ad verification costs, audience measurement costs, brand safety costs, viewability costs, and other costs.

VCPM

The viewable CPM, a metric that measures line performance in terms of viewable impressions per thousand impressions.

VCPM goal

A viewable CPM goal is optimized to maximize the number of viewable impressions that the line receives during its flight.

very first conversion

Includes only the first conversion attributed to an event and ignores any subsequent conversions that map to the same event.

video creative

A video creative is one of two ad types supported by DSP. A video creative supports two ad formats: JS and Flash.

video line

A video line is a line item that bids on video ad placements. Compare with display line.

viewability

The MRC has established the industry standard for viewability in display and video ads. In addition to the IAB/MRC viewability standard, the DSP supports multiple viewability standards for display and video lines.

viewability-based goal

The DSP supports distinct viewability-based goals for display lines and video lines:

  • Two viewability-based goal type are supported for display lines: Max Viewability and Minimize eCPM.
  • Seven viewability-based goal types are supported for video lines: AVOC Rate, Completion Rate Threshold, Minimize eCPM, Maximize Completion, Maximize CTR, Maximize AVOC, and Maximize Viewability.

Viewability cost type

A variable cost type that enables an advertiser to track expenses associated with the measurement and verification of ad viewability. See also margin management.

viewability rate

The ratio of viewable impressions to impressions. See VR.

viewability rate threshold

A viewability rate threshold is a targeting parameter (cf. targeting) that specifies the minimum viewability rate for ads served a website for that website to be targeted by a line.

The platform treats the viewability rate threshold as either a soft viewability goal or hard viewability goal depending on whether a line-level goal is configured.

  • If no goal is defined, the viewability rate threshold is treated as a soft goal: the specified viewability rate threshold is an average that the line must meet.
  • If a goal is defined, the viewability rate threshold is treated as a hard goal: the line will not bid on inventory that does not meet the specified threshold.

viewability standard

A viewability standard is a specification that defines the minimum requirements that must be met for an ad impression to qualify as a viewable impression.

The BrightRoll supports several different viewability standards for display and video lines:

viewability vendor

A viewability vendor is a third-party organization that measures and verifies the viewability of ads.

Viewability vendors are accredited by the Media Rating Council (MRC). Viewability vendors include comScore, DoubleVerify, Yahoo, and Integral AdScience, and Moat.

viewable impression

A viewable impression is an advertising metric that measures display or video ad impressions that are viewable (cf. viewability) to a consumer.

An ad is deemed to be a viewable impression if it meets the standards specified by a viewability standard. Distinct viewability standards are used for display ad and video ads. The IAB/MRC viewability standard for display and video ads is the industry standard:

VR

The viewability rate, a KPI that measures the ratio of viewable impressions to impressions.

The VR metric is important in the calculation of bids for VCPM lines. The platform calculates the anticipated VR of an ad placement opportunity and uses this user response rate prediction to determine an appropriate bid price for lines using VCPM goals.

WXYZ

Yahoo Data audience

A Yahoo Data audience is an audience built using predefined segments that Yahoo configures and packages. See audience.

Yahoo data provider

A data provider.

Yahoo data verification vendor

A data verification vendor.

whitelists

Ads can serve on the apps or sites on the list.

win rate

The win rate is a line-level metric that measures the percentage of auctions won over the number of auctions: Win Rate = Impressions Won / Qualified Bids.