Centro List of Common Terms

Name Definition
Actual Start Date First day Centro Platform receives delivery greater than zero for any delivery metric within the contracted flight range.

.csv or CSV

Comma-separated values or character-separated values in plain text format

1st Party Data Management

Information or content (data) in a company and/or site

1st party data management is the manipulation of the content.

1x1 Tracking Pixel

1x1 pixel of a transparent image inserted code in a creative

Usually a portable network graphic (png) or graphics interchange format (gif) image

Image appends to web content to track impressions or clicks.

3rd Party Ad Server

Third Party Accounts

Third Party Ad Server

Ad server tracks the delivery of the website placements

Centro Platform supports associating directly to third party accounts.

Accept

Final agreement of an insertion order (contract) of a campaign between brand, buyer, and seller

Authorized status of insertion orders

Account Management

Tasks and process relative to users, groups, billing, and permissions

Accounts Receivable (AR)

Request of payment for charges based on the delivery on a campaign

Accounts Receivable Reports are available in Centro Platform including delivery data along with adjustments.

Accounts Receivable Billing

Charges for a specific date range

Accounts Receivable Adjustments

New charges modified from a previous invoice period

Accounts Receivable Adjustment reports display results occur from the previous period.

Accounts Payable (AP)

Planned charges for the delivery of a campaign

Accounts Payable Reports are available in Centro Platform including master purchase order of all vendors along with individual delivery for each vendor.

Accounts Payable Purchase Orders

Charges by ordered line item across the campaign in the accounting system

Accounts Payable Vendor Reports

Charges based on the delivery across the campaign for a vendor verification or reconciliation of the data

Account Team

Centro Platform agency members associated to a campaign, vendor, or property

Also known as the team of people assigned to a campaign.

The Centro Platform account team receives notifications and messages for the campaign in their activity feed.

Activity Feed

Visual display of recent events and/or actions

Centro Platform displays organization and campaign Activity feed.

Also known as Activity, Activity Stream

Actions

Number of actions (billed, contracted, or delivered) within a campaign

Options available for campaigns in Centro Platform

Button on media plan page with selections for Manage, Export to, Download, etc.

Ad

Creative file

Also known as the abbreviation for advertisement

Ad Exchange

Online advertising market for buyers and sellers

Property Type in Centro Platform

Ad Network

Aggregation of ad space from sellers (vendors) matching with the buyers needs

Property Network type in Centro Platform

Ad Server

Computing system delivering and tracking ads independent of the ad displayed on the website (Advertisement technology management)

Note:  Centro Platform currently supports agency ad servers. (i.e. Sizmek, DCM)

Also known as Ad serving

Ad Serving Cost

Total ad serving cost based on the billable or contracted rate and units within the campaign's date range

In Centro Platform in Cost and Units Mode:

Ad Serving Cost = Ad Serving Rate x Est Qty (units) ÷ 1000 [CPM imps Rate Type]

Ad Serving Cost = Ad Serving Rate x Est Qty (units)

Rate Mode:

Ad Serving Cost is user entered.

Centro Platform auto populates the Est. Qty for CPM rate type. Manually, the user enters the Est. Qty for the other rate types for auto calculations. Ad serving is independent from media cost.

Ad Server Rate

Rate charged for ad serving

Ad Serving

Cost associated with hosting and serving ad units

Also known as Ad Server

Note: In Centro Platform, Ad Serving is a specified ad server rate and calculated cost.

Add-on

Additional fees associated to a campaign beyond the media costs

Examples include ad serving, analytics, professional services, etc.

Ad Size

Dimensions of the ad placement (creative) or type in a campaign

Ad Tag

Snippet of a software code inserted in the Web page for tracking purposes

Centro Platform provides ad tags for the delivery of a line item with ad servers.

Also known as placement, beacon, creative, tag, pixel

Addenda

Supplemental information to the Terms and Conditions

Adjustments

Modification of delivery, performance, billing, or payments

Applies to delivery and the associated costs

Note:  Ad servers may automatically adjust delivery information a few days after the first numbers provided each night. Users may also intentionally change the delivery amounts and/or decide to change that pays for the impressions.

Admin

Abbreviation for Administrator

System admins have different security permissions.

Agency permissions are different from Centro Platform system admin access.

Advertiser

Client-direct organization as a buyer or the client of the buyer organization (Refer to Buyer.)

Note:  Client/brand of the buyer organization depends on the different advertisement scenarios.

Also known as Brand

Agency

Entity purchasing from a seller on behalf of a client/brand

(Refer to Buyer.)

Aggregate Delivery (Gross)

Delivery and total client/brand costs  (appears as a row for each line item based on the calculation on the filter date)

Also known as Performance Report (Gross)

Aggregate Delivery (Net)

Delivery and vendor media costs (appears as a row for each line item based on the calculation on the filter date)

Also known as Performance Report (Net)

Alerts

Issue with a line item or campaign

Analytics

Mode view used to track impressions, clicks views, and conversions the success of a live campaign and export performance and financial results

Centro Platform Analytics displays the campaign performance.

Approvals/Approve

Final agreement of the line items between the buyer and seller for a media plan

Approved Campaign with client approval (Filter status in Centro Platform)
Archived

Campaign did not go live (Filter status in Centro Platform)

Audience

Target demographics based on the brand

Audio

Creative Format type for an ad placement

Audio Streaming Platform

Playing compressed audio content immediately

Property Website type in Centro Platform

AV

Added Value

Free placement inventory that lowers the eCPM based on the proposal.

Types:  Imps

Centro Platform plans Added Value Units (imps) under the Units column.

Available

Quantity of units ready for use

Also known as Available Units

Billing Download

Report output with the invoice details (i.e. delivery report, update rounding) in Centro Platform.

Accounts Receivable and Accounts Payable downloads reports based on reporting period and type under the Billing tab.

Billing Information

Contact details associated to the accounting receivable and payable

E.g. Separate billing address from organization's address

Billing Reconciliation

Synchronization or correction of differences of the invoice details

Blended CPM

Average of Cost Per Thousand Impressions across sections

Brand

Entity or organization owner of goods, services, or range of products that represents the company

Also known as Client, Advertiser

Brand Awareness

Campaign objective by improving the client's recognition and identity

Research information impacting the advertising on a client/brand

Brand Lift

Attempt to increase the brand identity (i.e. image)

Budget

Total amount allocated for a campaign

Buy Authorization

Approval from the brand allowing an agency to purchase placements from sellers (vendors)

Also know as Media Buy Authorization (MBA)

Note:  Centro Platform allows direct upload of the authorization as an attachment.

Buyer

Organization interested in spending money on ads by reaching product or marketing objectives

E.g. Agency, Agency Contact, Agency User, Contact, User Advertiser, Individual

Campaign

Collection of details and line items achieving a particular marketing objective stored under a single Initiative

Details include budget and duration along with objective, key performance indicator, and goals.

Also known as media plan and proposals

Campaign ID

Unique identification number for an organization using letters and/or numbers for a campaign (collection of line items)

Campaign Name

Title of the campaign (line item(s) or package)

Campaign Optimization

Advertisement improvements around a campaign (line item information)

Revisions created during a live campaign for performance improvements

Campaign Performance

Status of the line items running in a live campaign

Campaign Summary

Description of the overall line item information

Centro Provided

Vendors, Properties, and Contacts available to account team members in Centro Platform

Created by system admin for all users

Channel

Band of similar content

Click-only conversions

Count of ad clicks

Click Rate

Percentage (%) of impressions selected (clicked) by a user via a website

Click Rate = Number of Clicks ÷ Number of Impressions

Calculated by dividing the number of clicks by the number of impressions

Clicks

Number of clicks (billable, contracted, delivered) of a website within the campaign's date range

Billable is the total number of clicks for payment and accounting of the campaign.

Centro Platform displays the Cost per Click (dollar amount).

Click Rate = Number of Clicks ÷ Number of Impressions

Click through

(Click-through, Clickthrough, Click thru)

Number of user selections (clicks) on a banner or ad automatically redirecting to the Web page

Click through Conversions

Conversions occur after the user clicks a placement launching the ad

Click Through Conversion Rate = Click Conversions (Delivered) ÷ Clicks (Delivered)

Client

Entity or organization requesting, hiring, and paying an agency promoting the content on their behalf of a digital campaign

Also known as Brand, Agency, Organization

Client Approval

Entity confirmation of the campaign and payment

Collaborators

Centro Platform vendor members associated to a campaign

Also known as the team of people assigned to a campaign.

The vendor Collaborators receive notifications and messages for the campaign in their activity feed.

comScore

Internet analytics company providing data to agencies and publishers

Centro Platform integrates with comScore supporting unique visitor and page view quantities. Centro Platform retrieves the quantities for the web browser desktop.

Completed Campaigns finished through the end date (Filter status in Centro Platform)

Consumer

Person exposed to an ad.

Also known as audience, customer, viewer, target, and user

Contact(s)

Person representing an entity or associating with an agency and a vendor

Detailed information about the person representing an entity (i.e. organization, agency, etc.)

E.g. Agency, Agency User, Vendor Contact, Vendor User, Buyer, Vendor, User

Contextual Targeting

Form of advertising focus based on a primary group of people aimed with a similar appeal on websites.

Also known as Semantic Targeting

Contract

Approved agreement between parties including quantity, fees, dates, etc.

Also known as Insertion Order (IO)

Contracted

Campaigns with accepted insertion orders (Filter status in Centro Platform)

Campaign plan details under the agreed insertion order

Also known as Ordered, Accepted IO

Contracted Cost

Total amount charged based on the insertion order

Note:  Flat rate is a single unit vs. the number of impressions. Billable is the total number of impressions. (CPM divided by 1000 (CPM/1000) for payment and accounting.)

Contracted Budget (Net)

Formal agreement with the price goal for media costs based on the insertion order

Contracted Budget (Net) = Rate (Net) x Ordered Units ÷ 1000

Flat (Flat imps, Flat views, etc.): Contract Budget (Net) is not tied to the Ordered Units.

Added Value: Contracted Budget (Net) is always 0.

All other cost types:Contracted Budget (Net) = Rate (Net) x Ordered Units

Contracted Budget (Gross)

Formal agreement with the price goal for media, ad serving, etc. based on the insertion order

Conversions

Occurs when a click on an ad leads to immediate valuable behavior/action (i.e. purchase, sign up, page view)

Conversion time is the length allowed to impact a consumer (i.e. click or view through)

Total conversions rate represents the percentage of visitor taking deliverable action in a reporting period.

Note: Based on the lookback window, the click or impression may have been delivered the previous day.

Cookie

Piece of data information stored on a Web browser identifying the user's activity, visits, and sessions.

Also known as Cookie Data

Corporate

Contact Type in Centro Platform

Contacts described as Corporate type have the ability to sell all properties under the vendor.

Cost(s)

Value or price of advertising products and services

Cost Types:  Net and Gross

(Total client value or price of advertising products and services based on the insertion order)

Gross Cost = Net Cost + Gain or Loss + Ad Serving Cost

For dynamic rate type: Gross Cost = ((Net Ad Serving ÷ 1 - Ad Serving Margin) + Net Media Spend ÷ 1-Margin)) Note: The Gross Spend value is capped at the Contracted Cost.

Net Cost = Net Rate X Ordered Units

Net Cost = Net Rate X Ordered Units ÷ 1000 [CPM imps Rate Type]

AV Rate Type: Net Cost is $0.00 since the rate is zero (0).

CPA

Cost Per Action (or Activity)

Value or price of advertising based on the action

1 Action  = 1 Impression

CPA = Total Spend ÷ Total Actions (conversions)

(Actions = Downloads, Install, Calls, Views, etc)

E.g. Cost per Download (CPD), Cost per Install (CPI), Cost per Call (CPC)

eCPA = Effective cost per action (conversion) based on spent budget

eCPA = Total Spend (Billable) ÷ Delivered Actions

CPA Click Conversions - Actual delivered click action conversions

CPA Click Conversions = Total Spend ÷ Total Click Actions (conversions)

Cost per Action View Conversions - Actual delivered view action conversions

CPA View Conversions = Total Spend ÷ Total View Actions (conversions)

CPC

Cost Per Click

Value or price of advertising based on the number of clicks received.

eCPC = Effective cost per click based on spent budget

eCPC = Total Spend (Billable) ÷Delivered Clicks

Cost per Call

Charge for every successful phone call

CPCV

Cost Per Completed View

Value or price of full transmitted content

eCPCV=Effective cost per completed view based on spent budget

eCPCV = Total Spend (Delivered) ÷ Total Completed Views

CPL

Cost per Lead

Pricing model for online advertising

Also known as Online Lead Generation

CPM

Cost-Per-Thousand (Roman numeral "M" is the representation of 1000 Impressions) - Value or price of impressions (ad on a Web browser)

Common industry standard for pricing model in buying ads in multiple mediums

Also known as Cost per Impression (CPI)

Note:  CPM is the estimate you order on a click, not a specified number. The net costs have a 1000 click capacity. When the campaign has 1100 clicks, the ad serving is not capped. 

eCPM – Effective cost of placements on a proposal (includes "added value") inventory based on spent budget

eCPM = (Billable Spend ÷ Delivered Imps) *1000

Note:  eCPM is typically confirmed with the client before the start of a campaign.

CPV

Cost Per Video

Value or price of started/watched content

eCPV – Effective cost per view based on spent budget

eCPV = Total Spend (Billable) ÷ Total Views

CPVI

Cost Per Video Install

Value or price of downloaded content

eCPVI – Effective cost per 1000 viewable impressions based on spent budget

CPM and CPVI:

eCPVI = (Total Spend (Billable) ÷ Delivered Viewable Imps) x 1000

Creative

Graphical ad placement

Creative Optimization

Method of testing or predicting the effectiveness of a creative for a specific ad placement

Cross Device User Identification

User's unique number across multiple devices (tablets, cell phones)

CTD

Campaign To Date

CTR

Click Through Rate - - Ratio of the views vs actual clicks

Percentage of user tracking reports to the ad server activity

CTR=Number of Clicks ÷ Number of Imps

Daily Delivery Download

All delivery data (placement and applicable fields) separate by ad and day (appears as a line time by day, packages have separate lines for each placement) 

In Analytics mode, the date range may be in the future (retrieving data form the day before) and change to the last update.

Dashboard

Index of campaign associated to a account team members and collaborators (default page) in Centro Platform

Note:  The Dashboard displays different information based on the user type.

Data Through

Latest information from the ad server received from Centro Platform

Also known as data thru

Date Filter

Start Date - Beginning date (first day) and time of the live line item/campaign

End Date – Concluding date (last day) and time of the line item/campaign

Specified Dates - Specific range of days by selecting the date picker or entering the month, day, and year (MM/DD/YY)

Note:  Centro Platform automatically adjusts the calculations per the date changes.

DCPM

Dynamic CPM

Dynamic Cost-Per-Thousand (Roman numeral "M" is the representation of 1000 Impressions)

Variable value or price of impressions (ad on a Web browser) with total cost based on the quantity

Impressions = Gross Cost ÷ Gross Rate

DCM

DoubleClick

Google's DoubleClick Campaign Manager - advertisement technology management (ad server)

Offers data delivery integration with the campaign plan

DCPC

Dynamic CPC

Dynamic Cost Per Click

Variable value or price of advertising based on the number of clicks received.

Clicks = Gross Cost ÷ Gross Rate

Delete

Disable/deactivates an account and does not associate with the campaign data, etc. 

Also known as Remove

Note:  Data in Centro Platform is archived and can be re-enabled, if needed.

Delivery

Reported impressions, clicks, etc. for line items on a live campaign

Delivery percentage - Number of delivered units per the contracted amount

Delivery % = Billable Units ÷ Contracted units

Details

Information about the advertisement, campaign, and media plan being purchased

Digital Out of Home

Digital advertising reaching consumers outside the home

Dynamic media distributed across place-based network in venues allowing consumer engagement

Property/Network type in Centro Platform

Dimensions

Size of and ad by pixel displayed on a website

E.g. Standard sizes:

Banner:  728 x 90

Big Box 300 x 250

Square 250 x 250

Directory

Collection of information about sellers (Vendors, Properties, Contacts, etc.) available to buyers

In Centro Platform, the Directory is a single location of vendors including details, properties, contacts, terms & conditions, and payment information.

Directory Curator

Manages Vendor, Property, and Contact records in Centro Platform

Records created by a system administrator are Centro Provided.

Display

Creative format type for an ad placement

DMA

Designated Market Area

Database of geographic areas in the United States measured The Nielsen Company for research purposes.

Display Network

Group of websites (1 million+), videos, and apps with ads

Property Network type in Centro Platform

Download

Downloadable exports of performance summary of delivery information for the line items on the campaign in the data range

Centro Platform provide Delivery Download campaign reports.

Drive Downloads

Campaign objective by increasing website downloads

Drive In-Store Traffic

Campaign objective by increasing foot traffic at a location

Drive Online Sales

Campaign objective by improving the volume of website orders

Drive Phone Calls

Campaign objective by increasing the direct call to the brand

Drive Site Traffic

Campaign objective by increasing website visitors

DSP

Demand Side Platform

Advertising option for buyers in purchasing inventory off exchanges while integrating audience data via Real Time Bidding (RTB)

Most commonly used by buyers and agencies for display, video, mobile, and search ads

Property Type in Centro Platform

Duration

Campaign length of time from beginning to end

Dwell

Time a user first visits and exits an impression

Dwell Time:  Length (engagement) of time on an impression

Dwell Rate:  Number of ad visits / Number of served impressions

Dwell Score = Time on an Ad X Rate of Engagement

Dynamic Ad Insertion

Ad placement on a Web page in real-time by the user’s request

Allows multiple placements rotated through ad space(s) by availability

Dynamic Creative Optimization (DCO)

Custom ads using various images, text, and colors based on the campaign targets

Dynamic Pricing

Variable purchase price vs a pre-determined fixed cost

Price is determined via a real-time bidding/auction using negotiation based on multiple criteria.

In Centro Platform, dynamic pricing is a rate type. Dynamic rate type is an option in media planning.

Also known as real-time bidding (RTB)

Edit

Edit link/icon allowing modifications to fields in Centro Platform

Eligible Impressions

Impressions with a supported creative format and tag type sent from the ad server

Eligible impressions (delivered) - Number of actual delivered impressions with a supported creative format and tag type sent from the ad server

Engagement

Measuring the meaningful interactions between the consumer and the brand

Entity

Individual, organization, or company

Expansion Rate

Quantity or frequency of expandable banners

Expansions

Number of panel expansions (expandable banners) including user and auto-initiated

Exports

Report or summary output of data

Fixed

Specific rate amount

Flash

Adobe's vector-based rich media file format displaying interactive animations on a Web page

Flat Rate

Pricing structure charging a single fixed cost, regardless of delivery

(Rate does not change with usage or time)

Types:  Imps, Views, and Cmpl Views

Flight

Multiple line items running a specific lengths of time on a campaign

Centro Platform indicates a flight (FLT) on a campaign.

Flighted Placement

FLT indicated the multiple flights in Centro Platform.

Focus On/Off

Selection of data points in viewing information within the Planning or Analytics grid in Centro Platform

Format

Ad configuration type of media creative - Display, Video, Audio, Text, Interstitial

Gain/Loss

Total profit (or expense) spent on a line item

Gain/Loss = Gross Cost - Net Cost - Ad Serving Cost

Gain = Value is greater (>)than or equal (=) to 0. (positive value)

Loss = Value is less (<) than 0. (negative value)

Geographic Targeting

Primary group of people in a specific location usually an advertising campaign aimed at the appeal

Also known as Geo-target

Global

Information or areas available to all users

Goal

Client/brand objective and the reason of the investment in a campaign

Gross

Total amount of media, ad serving, and margin costs

Gross Cost

Total amount (price) including media, ad serving, margin, etc. fees to an agency

Also known as Client Contracted Amount, Client Cost

In Centro Platform, in Units Mode:

Gross Cost = Net Cost + Gain or Loss + Ad Serving Cost

For dynamic rate type: Gross Cost = ((Net Ad Serving ÷ 1 - Ad Serving Margin) + Net Media Spend ÷ 1-Margin)) Note: The Gross Spend value is capped at the Contracted Cost.

Total client value or price of advertising products and services based on the insertion order

Gross Rate

Total rates the client/brand pays for the campaign including media, ad serving, and margin

In Centro Platform:

Cost Mode: Gross Rate = (Net Rate + Ad Serving Rate) ÷ (1-margin %)

Units Mode: Gross Rate = Gross Cost ÷ Ordered Units

Gross Rate = Gross Cost ÷ Ordered Units x 1000 [Dynamic or CPM imps Rate Type in Units Mode]

When the rate type is Dynamic or CPM (imps), Gross Rate = Gross Cost ÷ Ordered Units x 1000

For Flat rate type, the gross rate is not applicable. The payment is flat and based on serving the first impression for a line item.

For AV rate type, the net rate is always zero (0). The gross rate is based on the ad serving costs.

Gross Spend

Aggregated at the line item of the total gross spend

Gross Spend = Ad Serving + (Net Media Spend ÷1-Margin)

Gross Spend without Media Spend = ((Ad Serving Spend) ÷ (1- Margin %))

Gross Spend without Ad Serving Spend = ((Media Spend) ÷ (1 - Margin %))

Dynamic: Gross Spend = Ad Serving + (Media Spend ÷1-Margin)

GRPs

Gross Rating Points

GRP=Reach X Frequency

Aggregate total (sum) of ratings

Guaranteed

Fixed buying method

Automated Guaranteed - Self-regulated purchase

Negotiated Guaranteed - Settle purchase

History

List of activities and changes of Vendors, Properties, and Campaigns in Centro Platform

E.g., Contact added to account team.

Homepage Takeover Brand ad has 100% share of voice on a property's homepage

IAB

Interactive Advertising Bureau

Dedicated to the growth of the interactive advertising marketplace

Sets guidelines and best practices for online advertising (www.iab.net).

ID

Unique identification using letters and/or numbers for an entity

E.g. Campaign ID

Impression

Online ad displayed and viewed by a visitor or on a Web page (billable, contracted, delivered)

Number of impressions of an ad is determined by the number of times the page is displayed and viewed (usually based on a specific duration)

Eligible: Impressions sent to the ad server

Measurable: Impressions delivered to the page and viewed (affects the in view rate)

Also known as imps

Impressions = Gross Cost ÷ Gross Rate

Imps

Abbreviation for number of impressions on the media plan (Refer to Impression.)

In-Store Traffic

Data retrieved directly from the brand's location about the number of visitors

In-Store Uplift

Improvement and increase of store business at a specific location

In-Target Impression Percentage

Tracks the number of viewable impression per total count

Note: Rates may vary if the impressions are viewed.

In View Rate

Percentage of the number of displaying the ad on the site

Number of impressions where viewability was measurable

In View Rate = Viewable Impressions ÷ Measurable Impressions

Also known as In-View, In-view

Increased Market Share

Campaign object by analyzing the sales of a brand and competition along recommending KPI fit

Initiative

Campaign details of a marketing strategy including brand, budget, duration, and performance in Centro Platform

Encompasses similar efforts by the preceding client for the respective brand

Include analysis and track progress across the campaign duration

Initiative Details

Specifics of the campaign in Centro Platform including the following:

Name, Brand, Verticals, Start/End Dates, Budget information

Insights Feature in Centro Platform to build custom reports

Interactions

Number of expanded or engaged impressions (delivered)

1 expansion = 1 impression

Interaction Rate = Total Interactions ÷ Measurable Impressions

Interaction Time: Number of days in a specific date range

Interstitial

Online ad between websites

Creative format type for an ad placement

Also known as Transition Ad, Intermercial Ad, Splash page

Inventory

Number of units (advertising space) available on website

Total Inventory (units):  Number of impression available at a specified time

Contracted Inventory (units):  Number of impressions purchased

Inventory (units) Availability:  Number of impressions available for purchase

Type in Centro Platform:  Rate Type, Quantity, Available, Total, SOV

Also known as Inventory Catalog(s), units

IO

Insertion Order

Purchase order between a seller (vendor) of interactive advertising and a buyer (agency)

Also known as Contract

IPTV

Internet Protocol Television

ISP

Internet Service Provider

Company provides access to the internet via a phone line, cable, fiber optics, or satellite.

KPI

Key Performance Indicator

Measurement or metric of the marketing advertisement strategy

Landing Page

Website displaying the ad impression

Line Item

Overall details (goals and strategy), process, purchase, and delivery of an ad

Line item captures the media details being purchased along with the buy method. After line item approval, Centro Platform measures performance and contract fulfillment. Line items also allow modifications throughout the campaign.

Targeting parameters and budget that apples to multiple sites, domains, and/or placements for Centro Platform DSP

Also known as tactic, placement, package, segment, campaign, plan

Link

Link icon indicates mapped delivery in Centro Platform.

Live Campaign status from the start and end dates (Filter status in Centro Platform)

Lookalike Modeling

Targeting new customers similar to existing brands

Lookback Window

Time after viewing or clicking on an ad and the user performs a completed action

Note: The completed action is required to count as a conversion.

Manual closes

Number of times an out-of-banner ads concluded by a user

Mapping

Associating delivery information to the sources

Ad server delivery data of all placements allowing break down by units (E.g. placement size)

Margin

Variable upcharge usually by percentage (%) of normal cost

Total Margin % = (Total Gross Cost – Total Net Cost – Total Ad Serving Cost) ÷ (Total Gross Cost)

Cost and Units Mode: Margin Cost = ((Net Cost + Ad Serving Cost) x Margin %) ÷ (1 – Margin %)

Rate Mode: Margin Cost= (Gross Rate - (Net Rate + Ad Serving Rate)) ÷ (Gross Rate)

Also known as Margin Rate or Cost

Margin Cost

Billable upcharge amount to the client

Margin Cost = ((Net Cost + Ad Serving Cost)* Margin %) (1 – Margin %)

Market

Area or location of the target audience

Demographics by location

Master Payment Export

Report in a single file including all payment information for all vendors of the agency for a specific period of time

Measurable Impressions

Successful impression delivery with an ad tag

Successful impression confirms the media delivery to the page and contains viewability information.

Media Brief

Outline of initial marketing objectives from brand

(Refer to RFP.)

Media Buy

Proposed purchase for ad placements

Also known as Proposal

Media Plan

Proposal including properties, vendors, and line items for meeting the campaign objectives

Media plan allows research, negotiation, and proposals to the buyer (agency or seller)

Also known as campaign plan and versions

Media Plan (Net)

Downloadable export in *.csv format including the line items, media costs, etc. from a campaign in Centro Platform

Media Plan (Gross)

Downloadable export of *.csv format including line items, ad server, margin, etc. from a campaign in Centro Platform

Media Rate

Amount (price) charged for placement cost prior to additional fees (e.g. ad server)

Also known as Net Rate

Media Type

Content description of a Property detail

Offline Property: Alternative, Business Journal, Campus, Magazine, Newspaper, Radio, Specialty, Television

Merge

Saving changes and updates of the line items in Centro Platform within a proposal update

Clicking the Merge button in Centro Platform saves (and accepts) the received updates along with any changes completed.

Messages

Communication center between collaborators in Centro Platform

Also, a visual icon on the Centro Platform

Minimum Spends

Restricted amount to pay for a specific duration

Mobile

Platform type for an ad placement

Mobile Network

Wireless network distributed over an area using a cellular site or base station

Third party network using text, graphics, or animated advertising on mobile websites and applications

Property Network type in Centro Platform

Mode

Campaign phases in Centro Platform displaying details and line items

-Overview

-Analytics

Line Item options for planning and revisions:

-View

-Edit

-Proposals

More Metrics

Information measurements calculated for live campaigns

Centro Platform displays filtered results under the More Metrics button. Filters include Conversions, Interactions, Video, and Viewability.

Also known as Additional Metrics, Metrics

Needs Trafficking

Status of line item traffic during a live campaign in Centro Platform

Negotiations

Process from initial proposal to the vendor to the final contracted campaign Negotiations in Centro Platform include communication and media plan proposals in creating the final campaign.

Net

Amount charged to an agency (in behalf of a brand) for media placement

Also known as media

Net Cost

Net cost (amount) of media, also known as media cost, agreed upon in insertion order

Also known as Media Contracted Amount, Media Cost

In Centro Platform, Cost, Units, and Rates Mode:

Net Cost = Net Rate X Ordered Units

Net Cost = Net Rate X Ordered Units ÷ 1000 [CPM imps Rate Type]

AV Rate Type: Net Cost is $0.00 since the rate is zero (0).

Net Rate

Amount (price) charged for placement cost prior to additional fees (i.e. ad server)

In Centro Platform, Cost and Units Mode:

For Flat rate type, the gross rate is not applicable.  The payment is flat and based on serving the first impression for a line item.

For AV rate type, the net rate is always zero (0). The gross rate is based on the ad serving costs.

Net CPM Rate -  Net rate (amount) charged for placements per thousand (Contracted)

NetSuite

Cloud-based business management software service

Network

Connected organizations and companies with associated channels

Property type in Centro Platform - Organization that pre-purchased ad inventory from a specific group and selling as a single source

Network includes associated brands and buyers creating a specific group of vendors. The network with the collection of vendors purchases a percentage of ad space and sells the inventory.

New Product Launch

Campaign objective of an arrival of new content or service

Arrival of the new product analyzes a number of possible KPIs including increasing the brand awareness

Notifications

Campaign event updates within Centro Platform

Displays the quantity and summary of the new update Notifications on the Centro Platform toolbar

Objectives

KPI Campaign goals including strategy, budget, duration, and target

In Centro Platform, the objectives and KPIs represent as part of the campaign goals.

(Refer to Goal.)

Offerings

Products, content, and services for payment

Offline property

Property (inventory space) not online

Onboarding

Introduction training including new or modified information

Other

Platform type for an ad placement excluding tablet, mobile, web browser

OPA

Online Publishers Association

Trade association representing a segment of online publishers (www.online-publishers.org)

Ordered

Units scheduled for purchasing based on the insertion order

Ordered Units Rate Type = CPM (or CPVI) ÷ Ordered Imps

Open Auction

Buying method

E.g. AdWords, Facebook

Out Clause

Clause in an underwriting agreement allows cancellation for specified reasons without penalty.

Overrun

Excessive ads

Pacing

Speed of the ordered unit delivery relative to time and budget with a goal at 100%

Represented by percentage (%)

Pacing in Centro Platform:

Pacing (Contracted Units) - Number of contracted units contracted in a campaign's date range

Pacing (Gross Cost) - Gross amount spent based on the number of units delivered in a campaign's date range

Pacing % (Gross) = Total Spend (Gross) ÷ Target Spend

Pacing % (Net) = Total Spend (Net) ÷ Target Spend

Flat Rate or Added Value:

Pacing % = Delivered Billable Units ÷ (Contracted Units x Progress)

Progress = the lesser of 1.0 or (Days since date of first in-flight delivery ÷ (Contracted end date – date of first in-flight delivery))

Over pacing: Delivering more than what is purchased before the end date. (Delivery is too fast.) An over pacing alert appears >110%.

Pacing >110% = Net Cost X ((1-pace) X -1)

Under pacing: Delivery is too slow. Delivering less than what is purchased before the end date. (Delivery is too slow and may be an estimated loss.) An under pacing alert appears <90%.

Pacing <90% =Net Cost X ((1-pace) X -1)

Package

Line Item with multiple ad placements with different sizes

Page View

Pageviews

Number of a user's browser requests and downloads a website

Parent Company

Highest level of organization hierarchy with child subsidiaries

Parent companies own multiple organizations and oversee their operations including the selling of the ad inventory.

Vendor Type in Centro Platform - Highest level of an organization hierarchy with companies underneath selling ad inventory

Payee

Organization receiving (payment) money for purchases

Payment Terms

Refer to Addenda along with Terms and Conditions.

Performance

Status of the delivery for a live campaign in relationship to the target objective and goal

Pending

Status of an insertion order submitted to a vendor with buyer waiting for a response

Performance pricing

Advertising model based on paying a set of agreed upon goal criteria (E.g. CPA, CPC, CPL)

Pixel

Picture (image) element (single illuminated dot) on a website tracking the user location and ad delivery analytics

The metric used to indicate the size of Internet ads.

Also known as Tags or Beacons

Placement

Online advertisement space

Also known as line item name, Line Item, Ad, package, creative, segment

Plan

Tool defining and creating the proposals and line items for meeting the campaign details along with negotiation, purchasing, and tracking across the buying methods

Refer to Media Plan.

Planning

Mode in Centro Platform for creating and proposing campaign and line items

Campaigns in development (Initial media plan, RFP, and proposal updates) (Filter status in Centro Platform)

Platform

Property digital ad type (Mobile, Tablet, Web Browser, Other)

Also known as Ad Class

Portal

Website starting point for a user's session

POV

Point of View

PPC

Pay per Call

Profile

Vendor information including organization's details and contacts

Progress

Duration of the campaign from actual start date to date

In Centro Platform:

Actual Start Date = Day Centro Platform receives delivery greater than zero for any delivery metric within the contracted flight range

Progress = the lesser of 1.0 or (Days since date of first in-flight delivery ÷ (Contracted end date – date of first in-flight delivery))

Programmatic Buyers

Purchases of guaranteed ad using a fixed rate

Programmatic Direct

Guaranteed advertising buy with fixed rates

Programmatic RTB

Guaranteed advertising using real-time bidding

Proj Balance

Projected Balance

Future estimate or prediction of the planned purchasing goals after IO acceptance

In Centro Platform:

Projected Balance = Contracted Cost X - (1 - Pacing)

The proj balance total appears on the Dashboard under Budget and campaign Analytics mode under Billing.

Over spending: Pacing is greater than 100%.

Under spending: Pacing is less than 100%.

Property

Generic term for inventory (advertising space) available for sale (i.e. website, network)

In Centro Platform, the property is also known as the site name.

Property associates with a Vendor.

Also known as Site, Publisher

Property Type

Ad inventory in Centro Platform include Website, Network, DSP, or Ad Exchange. Selecting the Property Type provides a Subproperty. The subproperty Type provides more specified types for Website and Network. (E.g. Property Type: Website, Website Type: Web Publisher)

Proposal

Suggested set of media plans (line item/placements) between buyer and seller for a campaign in Centro Platform

Also known as Media Buy, media plan, Update, proposal update

Publisher

Seller and owner of a propert(ies)

Also known as: Website, Seller, Vendor, Site

Publisher Property

Inventory (units) on a website

Rate card

List of advertising prices and products and packages offered by a company

Rate Type

Cost method purchasing impressions, clicks, and actions

KPI examples include CPM, CPC, CPA, CPVI, Flat imps, AV Imps, etc.

Rate(s)

Cost measurement by quantity of frequency (i.e. eCPM)

Effective Rate:  Comparing the same cost model between ads, placements, sites, or campaigns, relative to performance between them, comparing different cost models influence decisions for future campaigns.

Rates are not rounded and specified up to 8 decimal points. Centro Platform will only display the first 4 decimal points.

Reach

Campaign objective by increasing the number of new consumers

Measured by the total number of unique visitors on a website over a time period

Reject/Rejected

Status of an insertion order refused by the vendor

Remaining

Number of requests (RFPs, IOs, and revisions) to a vendor on the Centro Platform Dashboard

Remnant

Available impressions from a seller

Remnant inventory refers to the leftover placements currently unable to sell.

This inventory is usually uncommon content or  "below the fold" on the page. The remnant inventory may be sold blindly and in bundles for discounted price on ad exchanges.

Rep Firm

Vendor Type in Centro Platform - Organization selling ad inventory in behalf of a parent company

The rep firm does not pre-purchase or own inventory.

Retargeting

Modification or re-focus of primary audience

Revenue

Total income received by sales activities (i.e. View or Click through Revenue)

Calculated per Floodlight activities

Revisions

Contract or insertion order (IO) changes impacting the original line items on an approved plan.

Revised IOs withdraw an existing insertion order.

RFP

Request For Proposal

Communication between the buyer and seller about the campaign goals, target, and budget

Invitation to the seller/vendor from a buyer/agency requesting a campaign proposal

Also known as Media Brief, RFA (Request for Approval)

Rich Media

Type of website advertising using technology (i.e. HTML, Adobe Flash)

Roadblock

Premium 100% share-of-voice rotation typically for one day or one week

Purchase of all available ad space for a duration

ROAS

Return on Ad Spend

Ratio of revenue generated to the amount spent on advertising

ROAS = Total Revenue ÷ Total Net Cost

ROI

Return On Investment

Profit by percentage of advertising costs

ROI = (Total Revenue – Total Net Cost ÷ Total Net Cost

RON

Run of Network

Ad scheduled running across network sites

ROS

Run of Sites

Ad scheduled running across site (all sections)

Rotate

Scheduling ads with banners rotating on a page at refreshing or reloading

Rounding

Export data rounds to the next penny for total amount

Rates are not rounded and specified up to 8 decimal points in Centro Platform.

RTB

Real Time Bidding

Automated system of buying an impression on a live auction

Also known as dynamic pricing

SaaS

Software-as-a-Service

Search Engine

Program seeking and identifying websites based on keywords or characters

Property Website type in Centro Platform

Seller

Entity selling (exchange for money) the inventory on the property (content and services) and receiving payment through various channels

(E.g. External Publisher, Vendor, Site)

SEM

Search Engine Marketing

Form of marketing that seeks website promotions by increasing the visibility in the search engine result pages

Service

Analytics or ad serving entity type including contact information, ad platforms, and formats

Site

Location or Web page of the advertisement

(Refer to Seller.)

Site-direct

Direct advertising on a Web page

Site-direct ad inventory is purchased directly for the specific website.

Vendor Type in Centro Platform - Organization with a single website selling direct ad inventory through a sales staff

Sizes

Dimensions of ad placement (pixel)

Width X Height (WxH)

Sizmek

Open advertisement management (ad server) by Sizmek Inc.

Social Media Network

Type of electronic communication by sharing information, ideas, personal messages, and miscellaneous content using websites

Operating system leveraging the power of social connectivity in distributing applications

Property Website type in Centro Platform

SOV

Share of Voice

Percentage (%) of traffic in a particular area of the site for the brand's ads

In Centro Platform under Units column:

SOV = Available Units ÷ Ordered Units

Spend

Total client amount charged for the billed units to date

Total Spend = Billable Units X Net Rate ÷1000 [CPM or CPVI]

Total Spend = Billable Units X Net Rate [CPC, CPCV, or CPA]

Total Gross Spend = Billable Units X Gross Rate

Total Spend = Contracted Amt [Flat]

Total Spend = 0 (zero) [AV]

Net Spend is also known as media spend. Net amount of billed media, also known as media cost or spend. Billable is the total dollar amount for payment and accounting with a campaign's date range.

Net Spend = Net Rate X Billable Units ÷ 1000 (CPM or CPVI)

Net Spend = Net Rate X Billable Units (CPC, CPCV, CPA)

Net Spend = Contracted Amount (Flat)

Gross Spend = Ad Serving + (Net Media Spend ÷1-Margin)

Gross Spend without Media Spend = ((Ad Serving Spend) ÷ (1- Margin %))

Gross Spend without Ad Serving Spend = ((Media Spend) ÷ (1 - Margin %))

Dynamic: Gross Spend = Ad Serving + (Media Spend ÷1-Margin)

Gross Ad Serving Spend = (Total Ad Serving Cost ÷ Ordered Units) X Billable Units

Net Ad Serving Spend = Delivered Imps X Net Ad Serving Rate

Target Spend = Contracted Spend X Progress

Spider

Program automatically fetches Web pages

Results feed pages to search engines.

Sponsorship

Sponsorship represents custom content and/or experiences created for a buyer

(May include ad unit)

SSP

Supply Side Platform

Automated yield management (selling) platform using algorithms in finding the highest bid for an available impression

Status

Condition or stage of a campaign in Centro Platform

Planning, Approved (Accepted), Live, Completed, or Archived.

Sunset

Deprecated or deactivated of an entity

Sunset process

Workflow of deactivating or removal of an item

E.g. Change in ownership when an organization buys another

Sustaining Media

Continuous advertising after the initial launch

System Admin

Centro Platform administrator with full security permissions

Tablet

Platform type for an ad placement

Tag

Coded pixel tracking the user's website visits

Retrieval of the code and displays the ad unit from a remote location

Tag Type Centro Platform integrated tag types: ad tag, tracking pixel, VAST ad tag, VAST tracking

Target

Primary audience in an advertising campaign aimed at a specific appeal

Target Audience or

Targeting

Focus on a specific audience of a demographic

Target Spend

Target Spend = Contracted Spend X Progress

Tax ID

Unique identification number for Internal Revenue Service (IRS) purposes

Terms & Conditions (T&C or Ts&Cs)

Details of the contract accompanying an Insertion Order between the buyer and seller

Refer to IAB for voluntary guidelines for standard terms & conditions for Internet advertising for media buys.

Text

Creative format type for an ad placement

Third Party Accounts

Refer to 3rd Party Ad Server.

Total

Comprehensive amount charged for media placement and additional fees (e.g. ad serving, margin, etc.)

Note:

-Planning totals are an estimate.

-Analytics totals are actual quantities.

-Package totals describe the performance.

Total Conversions

Total Conv

Conversions after an impression delivered to the user's browser independent whether or not the user clicks the ad (usually for a specific duration)

Total Spend

Comprehensive amount of purchases on the campaign based on billable delivery

Total Net Spend (also known as Media Spend):

Total Spend = Billable Units X Net Rate ÷1000 [CPM or CPVI]

Total Spend = Billable Units X Net Rate [CPC, CPCV, or CPA]

Total Gross Spend = Billable Units X Gross Rate

Total Spend = Contracted Amt [Flat]

Total Spend = 0 (zero) [AV]

Tracking Pixel

Embedded code (pixel) following (tracking) impressions

Centro Platform provides tracking pixels the delivery information of a line item.

Traffic

Data flow over a network on a website

Delivery unit transmitted to the ad server

Centro Platform supports trafficking and provides exporting the campaign details to ad servers by line item and placement data.

Trafficked

Status the line item traffic started in Centro Platform

Traffickers

Representatives monitoring line item traffic

Needs Trafficking

Status of line item traffic not started in Centro Platform

Type

Property classification in Centro Platform - Website, Network, DSP, or Ad Exchange

Vendor classification in Centro Platform - Site-direct, Parent Company, Network, or Rep Firm

Also known as Media Type

Unique Visitor

Unique individual accessing a site regardless the number of times during a specified time

Also known as Unique User

Units

Online advertising space as ordered, estimated, or contracted quantities

Units are billable, contracted, or delivered based on the status of the campaign insertion order in Centro Platform.

Referenced as Available, Ordered, etc. in terms of inventory in Centro Platform

Also known as Ad Units, clicks, impressions, views, actions, ordered units, inventory

In Centro Platform:

Cost Mode: Units = Gross Cost ÷ Net Rate x (1+(Margin% ÷ (1-Margin%)) + Ad Serving Rate)

Units = Gross Cost ÷ (Net Rate + Ad Serving Rate) X (1+(Margin% ÷ (1-Margin%)) + Ad Serving Rate) x 1000) [For CPM imps]

Units = Gross Cost ÷ Net Rate x (1+(Margin% ÷ (1-Margin%)) + Ad Serving Rate)

Estimated Units = Cost ÷ Estimated Rate

Estimated Imps or Clicks = Budget ÷Estimated Rate

Universal

Global or industry standard or reference

Universe

Total population of audience being measured

Unordered

Inventory (units) available for purchase

Unspent

Inventory (units) not purchased (amount) in a campaign (to date) based on the billable delivery

Unspent (Net) =Contracted (Net) - Total Spend (Net)

Unspent (Gross) = Contracted (Gross) - Total Spend (Gross)

Flat Rate in-flight with delivery for billable unit: Total Unspent (Net) = 0

Flat Rate in-flight with no delivery for the billable unit: Total Unspent (Net) = Contracted (Net) Amount

User

Contact person

Contact Type of Role in Centro Platform – user (agency contact or vendor)

Contact information in Centro Platform is under User Settings.

Also known as account member, account user, account team member (agency), collaborator (vendor)

UUID

Universally Unique Identifier

VAST

Video Ad Serving Template

Centro Platform displays VAST ad tag and VAST tracking (Sizmek only).

Vendor

Entity or organization selling and offering products, content, and services for payment

In a vendor and property relationship, a vendor sells the properties.

(Refer to Seller.)

Vendor Delivery Report

Summary of individual delivery reports for each vendor a specified period of time

Vendor Directory

Catalog of sellers (Vendors/Properties) with contact information

Vendor Negotiation

Proposals between the buyer and seller

Vendor Performance

Report of an individual campaign report in Centro Platform.

Vendor Performance alerts are available in campaign analytics.

Vendor Type Entity or organization selling ad inventory by type - Parent Company, Network, Rep Firm & Site Direct.

Verification

Third party confirmation of a specific target research

Vertical

Market or category type for a vendor/property and brand

Note: Verticals are based on Google's sellers.

Brand sub vertical is an available level lower classification with more specifics.

Vid Comp

Vid Cmpl

Video Completions

Number of impressions for a video played to the endpoint

Videos Completed Rate = Videos Completed ÷ Measurable Impressions

Note:  Restarting and skipping does not count. Viewers must watch the complete message.

Vid Starts

Video Starts (Started)

1 video play = 1 impression (Number of started videos (delivered))

Number of impressions for a played video clip

Video Started Rate = Video Started ÷ Measurable Impressions

Video

Creative Format type for an ad placement

Video Network

Third party publishing video content on mobile websites and applications

Property Network type in Centro Platform

Video Streaming Platform

Playing compressed video content immediately

Property Website type in Centro Platform

View

Details of a campaign based on Gross or Net rate

View through Conversions

(View-through Conversion)

Conversions after Viewable Impression were delivered to the user's browser.

Note:  When a user clicks an ad, any conversions are Click through Conversions. They are not View through Conversions. (Conversions are not double counted.)

Videos Completed Rate = Videos Completed ÷ Measurable Impressions

Views Number of views selected by the user

Viewability

Tracking the impressions seen by users

Viewable Impressions

Impressions visible to end users (contracted or delivered)

An impression is viewable if more than 50% of the creative is visible on the screen (above the fold) for more than 1 second for display ads or 2 seconds for video ads.

Visitor

Individual or browser that accesses a website

I.e. Unique Visitors

Visualizations

Viewable representation of data

Vwble imps

Viewable Impressions

WAP display ad

Wireless Application Protocol display advertisement

Web browser

Platform type for an ad placement

Also known as Desktop

Web Publisher

Software program or application for creating Web pages

Property Website type in Centro Platform

Website

Property browser page (site)

Property type in Centro Platform

Withdrawn

Status of an Insertion Order (IO)

An IO with a withdrawn status is replaced by a revised (new) IO.

Workflow

Step-by-step progression or framework of purchasing online advertising

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