> For the complete documentation index, see [llms.txt](https://docs.exads.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.exads.com/general/glossary.md).

# Glossary

## Ad Format <a href="#a-d-format" id="a-d-format"></a>

The specifications of the advertisement displayed on the website. For more information about the available ad formats, see the [Ad Formats](/general/ad-formats.md) page.

## Ad Network <a href="#a-d-network" id="a-d-network"></a>

The business that operates an Ad Server, connecting Advertisers who buy traffic with Publishers who sell it, and setting the pricing and rules that apply across every account on it.

## Ad Requests

Requests made to the Ad Server for an ad to be displayed.

## Ad Requests RPM <a href="#a-d-requests-rpm" id="a-d-requests-rpm"></a>

The revenue generated per 1000 Ad Requests.

## Ad Server

The platform that receives Ad Requests, selects which ad to serve, delivers it to the Publisher's website, and records the resulting traffic.

## Ad Serving Platform <a href="#a-d-serving-platform" id="a-d-serving-platform"></a>

The complete product that an Ad Network runs: the Ad Server, the Admin Panel, and the supporting services such as billing, payments, reporting and account management.

## Ad Zone <a href="#a-d-zone" id="a-d-zone"></a>

A script that is created in the Admin Panel to display ads on a website. The script is added to the website source code in order to show these ads.

## Admin Panel (AP) <a href="#administration-or-admin-panel-ap" id="administration-or-admin-panel-ap"></a>

The interface where Network Admin Users run the ad network, and Advertisers and Publishers buy and sell traffic.

## Advertiser <a href="#a-dvertiser" id="a-dvertiser"></a>

A customer of an Ad Network who creates the Advertising Material and authorizes the Ad Network, as their intermediary, to include it on Publishers' websites.

## Advertising Budget <a href="#a-dvertising-budget" id="a-dvertising-budget"></a>

The amount of money that an Advertiser sets aside for an advertising campaign.

## Advertising Campaign <a href="#a-dvertising-campaign" id="a-dvertising-campaign"></a>

The configuration of an advertisement with all its parameters such as Ad link, link text, CPC, duration, keywords, countries, etc.

## Application Programming Interface (API) <a href="#application-programming-interface-api" id="application-programming-interface-api"></a>

A set of routines, protocols and tools that allows a developer to request data from and post to external servers using their own software.

## Bid <a href="#bid" id="bid"></a>

The amount that an Advertiser is willing to pay for each click, thousand impressions, view or action.

## Category <a href="#category" id="category"></a>

Classifications that Publishers can use to categorize their inventory and therefore improve targeting. They can also be used by Advertisers to ensure that their ad campaigns are seen by the most appropriate audience.

## Click Through Rate (CTR) <a href="#click-through-rate-ctr" id="click-through-rate-ctr"></a>

The percentage of clicks based on the amount of impressions sent by an advertisement.

## Conversion Rate <a href="#conversion-rate" id="conversion-rate"></a>

The percentage of clicks on an advertisement that result in a conversion, such as a sale or a request for more information.

## Cost Per Action (CPA) <a href="#cost-per-action-cpa" id="cost-per-action-cpa"></a>

Paying for a specific action (usually a conversion) made by the user after being redirected by the ad. CPA can also be separated into different subcategories:

* Cost per Sale (CPS): Advertiser pays only when a user makes a purchase on the Advertiser's website or adds their credit card details to sign up for a paid subscription.
* Cost per Lead (CPL): Advertiser pays for every email address or user sign up on the website.
* Cost per Install (CPI): Advertiser pays for every app download or extension install.

## Cost Per Click (CPC) <a href="#cost-per-click-cpc" id="cost-per-click-cpc"></a>

The cost or cost-equivalent paid per click-through to an Advertiser's website.

## Cost Per Mille (CPM) <a href="#cost-per-mille-cpm" id="cost-per-mille-cpm"></a>

The amount an Advertiser pays for one thousand advertisement impressions, regardless of the consumer's subsequent actions.

## Cost Per View (CPV) <a href="#cost-per-view-cpv" id="cost-per-view-cpv"></a>

The amount an Advertiser pays for each view of an ad. This model is suitable for campaigns that have a very high CTR but a low View Ratio.

## Creatives <a href="#creatives" id="creatives"></a>

The text, graphics, logos, designs, trademarks and copyrights for any type of advertising including, but not limited to banners, text ads, pop-ups and pop-unders created by an Advertiser.

## Effective Cost Per Action (eCPA) <a href="#effective-cost-per-action-ecpa" id="effective-cost-per-action-ecpa"></a>

A business goal set up by the Advertiser (which can be a sale or a lead) to determine how much they spent to reach that specific goal.

## Effective Cost Per Mille (eCPM) <a href="#cost-per-mille-ecpm" id="cost-per-mille-ecpm"></a>

The effectiveness of an advertising campaign expressed per thousand impressions, regardless of the pricing model used (CPC, CPM or CPA).

## Fill Rate <a href="#fill-rate" id="fill-rate"></a>

The percentage of Ad Requests that the Ad Server filled with an ad.

## Frequency Capping <a href="#frequency-capping" id="frequency-capping"></a>

Restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.

## Geo-Targeting <a href="#geo-targeting" id="geo-targeting"></a>

An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.

## Impressions <a href="#impressions" id="impressions"></a>

The number of times advertising material is served to a person visiting a Publisher's website.

## Keywords <a href="#keywords" id="keywords"></a>

Search terms or phrases targeted by the advertising campaign.

## Landing Page <a href="#landing-page" id="landing-page"></a>

The specific web page that a visitor ultimately reaches after clicking an advertisement. Often, this page is optimized for a specific keyword term or phrase.

## Linking Text <a href="#linking-text" id="linking-text"></a>

The text that is contained within a link.

## Network Admin Users <a href="#network-administrator" id="network-administrator"></a>

The people who run an Ad Network: they configure the ad server, manage the Advertiser and Publisher accounts on it, and set network-level defaults. Each is assigned one role - Account Manager, Administrator, Agent, Compliance or Finance - which determines what they can view and edit.

## NTV Ad <a href="#ntv-a-d" id="ntv-a-d"></a>

Acronym of Next To Video. It concerns specific ad spots located near a video player.

## Offer <a href="#offer" id="offer"></a>

The product or landing page being promoted by the Advertiser.

## Pixel Tag <a href="#pixel-tag" id="pixel-tag"></a>

A 1x1 transparent image placed on a page. Loading it sends a request to the Ad Server, which records the event. A Pixel Tag is the browser-side alternative to S2S tracking with a Postback URL.

## Pop-under <a href="#pop-under" id="pop-under"></a>

A full page ad displayed behind the page visited by the user and visible when they close the page they were viewing.

## Pop-up <a href="#pop-up" id="pop-up"></a>

An ad displayed on top of the page visited by the user.

## Positive and Negative Retargeting <a href="#positive-and-negative-retargeting" id="positive-and-negative-retargeting"></a>

Targeting (positive) or excluding (negative) users who have reached specific steps of a website.

## Postback URL <a href="#postback-url" id="postback-url"></a>

A URL that notifies the Ad Server whenever there is a conversion on a campaign, so that conversion details appear both in the tracking solution and in the Admin Panel. Postback URLs are essential for S2S tracking.

## Publisher <a href="#publisher" id="publisher"></a>

A customer of an Ad Network responsible for distributing online Advertising Material on their websites.

## Real Time Bidding (RTB) <a href="#real-time-bidding-rtb" id="real-time-bidding-rtb"></a>

A system where impressions and clicks are sold via programmatic auction. Traffic is sold per impression/click and delivery is instant. RTB connects Supply-Side Platforms (SSPs) with Demand-Side Platforms (DSPs).

## Remarketing/Retargeting <a href="#remarketingretargeting" id="remarketingretargeting"></a>

A feature that allows Advertisers to target or exclude users that have been identified through S2S or pixel tracking.

## Return on Investment (ROI) <a href="#return-on-investment-roi" id="return-on-investment-roi"></a>

The net benefit obtained by a campaign (or a set of campaigns) after calculating all the costs it entailed.

## Run of Network (RON) <a href="#run-of-network-ron" id="run-of-network-ron"></a>

RON Networks include those ad zones that are not **Premium** or **Members Area**.

## Search Engine Optimization (SEO) <a href="#search-engine-optimization-seo" id="search-engine-optimization-seo"></a>

The study and development of strategies required to improve the ranking of a page or a website in search engine results (like Google or Bing).

## Secure Sockets Layer (SSL) Certificate <a href="#secure-sockets-layer-ssl-certificate" id="secure-sockets-layer-ssl-certificate"></a>

A digital key that allows a secure connection to a website. SSL is a requirement for campaigns running on HTML/iframes. It also plays a small role in SEO.

## Smart CPM <a href="#smart-cpm" id="smart-cpm"></a>

A pricing model where the Advertiser sets a maximum bid. The Ad Server then charges the lowest price needed to win the best position in the rotation, up to that maximum. The price depends on the minimum price for the Geo and device targeted, and on the highest CPM running on that target.

## Tracking URL <a href="#tracking-url" id="tracking-url"></a>

A URL that tracks all the information (device, country, etc.) of the user that comes from an advertisement. Tracking URLs are always empty (they display no content) and simply redirect the user to the offer or to a pre-lander.

## Traffic <a href="#traffic" id="traffic"></a>

The flow of data sent and received by visitors to a website. Traffic is divided into Clicks, Impressions and Video Views.

* **Click**: a click on an advertisement, which generates a new tab with the advertiser's URL.
* **Impression**: a request for an advertisement from the publisher's website. An impression is counted regardless of whether the advertisement is displayed on the website or not.
* **Video view**: a video view is counted when the user reaches 10 seconds of the ad, or finishes it, whichever comes first.

## Uniform Resource Locator (URL) <a href="#universal-resource-locator-url" id="universal-resource-locator-url"></a>

A character string that specifies where a known resource is available on the Internet. In other words, the address of a web page.

## Variation <a href="#variation" id="variation"></a>

The combination of a creative and a landing page/Advertiser URL in a specific campaign. [Traffic distribution](/advertisers/campaigns/creating-a-campaign/step-2-ads.md#selecting-a-distribution-algorithm) across the variations can be set within the campaign.

## Video Ad Serving Template (VAST) <a href="#video-a-d-serving-template-vast" id="video-a-d-serving-template-vast"></a>

An advertising structure for video players. VAST is used by many HTML5 video players to serve video advertisements.

## Video Impressions <a href="#video-impressions" id="video-impressions"></a>

Usually triggered when the user hits play on the video and starts seeing the ad.

## Video View <a href="#video-view" id="video-view"></a>

Triggered when user reaches 10 seconds of the ad or fully finished seeing it, whichever comes first.

## Views Ratio <a href="#views-ratio" id="views-ratio"></a>

The percentage of video views against the number of video impressions. See **Video View** for when a view is counted.<br>


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