Performance Terms Glossary
Whitelist
A whitelist is a list of domains or IP addresses on which a campaign is allowed to serve impressions.
Weighted Actions
Weighted actions allow you to adjust the value of different types of conversions. Full Force Ads defaults to counting clickthrough and viewthrough conversions—both online and offline—equally. However, if you decide to count one less than the other, ...
Viewthrough Conversion
A viewthrough conversion occurs when a user receives an ad and converts without clicking on the creative. Examples of conversions include navigating to certain pages of a website, making online purchases, or filling out online forms. In addition to ...
Viewability
Viewability metrics indicate how likely an ad is “in view.” A display ad is “in view” if at least 50% of the creative is visible for one continuous second, while a video ad is “in view” if at least 100% of the creative is visible for 2 continuous ...
Video Start Event
A video start event occurs when a video creative loads and begins its playback.
Video Completion Rate
This is the ratio of video start events to video completion events.
Video Completion Event
A video completion event occurs when a video creative plays all the way to its end at a normal speed.
Video Ad
This traditional ad serves a video rather than an image. It appears within video content.
VAST
VAST stands for “Video Ad Serving Template.” It is a formal outline for creating video ad tags. Find more information about this template on the IAB website.
Unstructured Data
This is unlabeled and unpackaged data in its raw form. Unstructured data comprises almost all of the data produced in the digital realm, including emails, tweets, webpages and their metadata, video and audio files, and electronic documents. Full ...
UI
UI stands for “user interface.” Full Force Ads' UI, a web-based app, allows users to build, manage, and analyze programmatic campaigns.
Third Quartile
This is the first 75% of a video ad’s total duration.
Third-Party Segment
This audience segment is purchased from a third-party data provider. It is important to be aware of your limitations when using these audience segments. Rarely will you have insights into the recency of a segment and why a user was added to it, ...
Targeting Tactic
A targeting tactic is a campaign type that targets users based on certain behaviors. Full Force Ads' targeting tactics include Search Retargeting, Keyword Contextual, Category Contextual, Site Retargeting, Geo-Optimized, Geo-Fencing, Event Targeting, ...
Target Fence
This virtual boundary drawn on a map captures users at a specific location and retargets them at a later time. Full Force Ads' Geo-Fences enable you to create custom shapes and sizes with pinpoint precision.
Tag Management
This system streamlines the process of placing tags and creating rules for capturing audiences. Full Force Ads' Tag Management system allows you to place a single tag on every appropriate webpage and then manage the rules and logic on the backend in ...
Tag
Tags are snippets of HTML code that enable Full Force Ads to record user visits to a website. Tags add users to specific audiences based on the URL(s) the users view.
SSP
SSP stands for “supply side platform.” SSPs aggregate publishers’ available inventory to automate the managing and selling of ad space. DSPs purchase this inventory via exchanges.
Site Retargeting
This campaign retargets users who visit a designated webpage. Targeting these users keeps your advertiser top-of-mind and increases the chance for conversions.
Site Conversion
This action occurs when a user receives an ad and visits the area where a conversion pixel is placed, causing it to fire. The pixel could be placed on a specific webpage, such as the “Thank You” page a user sees after completing a purchase, or it ...
Short-Form
This video content is less than eight minutes in length.
Second-Price Auction
In this type of auction, bidders submit bids without knowing those of the other players in the auction. The highest bidder wins the advertising inventory but only pays $0.01 above the second-highest bid. For example, if Full Force Ads bids $10 on an ...
Search Retargeting
This campaign retargets users based on the keyword searches they perform across the web. Full Force Ads' variable recency enables you to retarget these users instantly or up to one month following a search, and Full Force Ads' keyword-level bidding, ...
RTB
TB stands for “real-time bidding.” With real-time bidding, campaigns bid for advertising inventory in real-time, meaning the auctions happen in a matter of milliseconds.
Retargeting Audience:
A tag captures this group of users when they visit designated webpages. This enables a Site Retargeting campaign to later serve ads to these users.
Retargeting
Retargeting collects data about a user’s online or offline activity to later deliver an ad based on that activity.
Recency
Recency is the timeframe during which users can be retargeted after they search for a keyword, read a keyword contextual term, or visit a target fence. Full Force Ads offers variable recency that ranges from “instant” to “one month,” allowing you to ...
Programmatic Advertising
This is the automated process of buying and selling digital advertising space.
Probabilistic Matching
This method of cross-device matching pairs users based on the behavior of devices, including websites visited, keywords searched, and shared location information. This method has an accuracy of 96%. (Please also see “Cross-Device Matching” and ...
PMP
PMP stands for “private marketplace.” With this, individual publishers set up invite-only auctions to make their ad inventory available to a select group of advertisers. To participate in this private auction, you must be approved by the publisher ...
Pixel / Tag
Pixels are specific points in a graphic image. There are two types – soft pixels and hard pixels. A soft pixel takes the form of a script tag (<script>) and can be placed within an HTML document. Preferably, a soft pixel is placed in the heading of ...
Page Context
This is a classification of a webpage that is used to serve ads within a Category Contextual campaign. Example page contexts include Career Planning, Weather, Baseball, Fashion, and Fine Art.
Pacing
Pacing refers to the rate at which a campaign spends money on bids throughout the day. With auto-pacing, the campaign tries to serve impressions evenly throughout the day. Full Force Ads' pacing differs from the traditional budget pacing of a ...
OTT/CTV
OTT stands for Over-The-Top, and CTV stands for Connected TV. OTT/CTV is a format of video advertising that appears on streaming content. OTT/CTV campaigns run on both large screen and small screen devices. Large screen campaigns run on smart TVs or ...
OTT/CTV
OTT stands for Over-The-Top, and CTV stands for Connected TV. OTT/CTV is a format of video advertising that appears on streaming content. OTT/CTV campaigns run on both large screen and small screen devices. Large screen campaigns run on smart TVs or ...
Optimization
This is an adjustment made to the campaign to improve its performance and/or delivery.
OBA Compliance
OBA stands for “online behavioral advertising.” OBA compliance requires that ads include privacy policies and allow users to opt-out of receiving additional ads.
Native Ad
This is a responsive ad unit built in real-time to match a publisher’s content and design. Native creatives use elements such as images, title text, body text, call-to-action text, and destination URLs to create ads that look and feel like natural ...
Midpoint
This is the first 50% of a video ad’s total duration.
Media Cost
This is the cost of the ad space.
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