Performance Terms Glossary
Lookalike Keywords
By analyzing patterns and profiles of site visitors, Full Force Ads may discover keyword commonalities across users. When a large enough percentage of visitors use the same keywords, these terms can be added to a “lookalike” Search Retargeting ...
Long-Form
This video content is more than eight minutes in length.
Keyword Contextual
This campaign retargets users based on keywords within the webpages they read. To enter a keyword contextual term in Full Force Ads' UI, simply place an exclamation point in front of the word(s). For example, if you want to implement “new luxury ...
IP Range
An IP range is a group of IP addresses. Use IP ranges to whitelist or blacklist specific IP addresses.
IP Address
An IP address is a numerical label assigned to each device connected to a computer network. It uses the Internet Protocol for communication.
Inventory
Inventory is the mix of webpages and apps where ads serve.
Interstitial
Interstitial ads are full-screen ads that cover the interface of their host application, primarily on mobile or tablet devices. These ads typically display at natural transition points in the flow of an app, such as between levels in a game.
In-Banner Video
This video ad serves within a display creative placement.
Impression Cap
This restricts the number of impressions a campaign can serve on a daily, monthly, or total basis.
Impression
An impression occurs when an ad is displayed on a screen. Essentially, impressions represent the number of times an ad is served and displayed, regardless of whether it was clicked or not.
HTML5 Ad
HTML5 ads store content within a zipped file without referencing any outside sources. These ads include the HTML code along with the files that the code internally references. The additional files could consist of .CSS, .JS, .HTML, .GIF, .PNG, .JPG, ...
HTML Ad
This ad uses HTML code to display ads hosted on third-party ad servers. Provided as an “ad tag,” the code pulls the creative from the outside source into the UI.
Geo-Target
This is the geographical location a campaign targets. It can be a country, state, city, zip code, or DMA.
Geo-Optimized
Previously referred to as a “run of network” campaign, this campaign only features a broad geo-target.
Geo-Fence Conversion
This action occurs when a user receives an ad and visits the campaign’s Conversion Zone. Geo-Fence conversions demonstrate a campaign’s impact in driving users to a physical location.
Geo-Fencing
This campaign retargets users based on the target fences they visit. Full Force Ads' variable recency enables you to retarget these users instantly or up to one month following the visit to the target fence. Layer Conversion Zones to this campaign to ...
Full Episode Player
This video content involves schedule-free viewing of full-length shows that usually last at least 20 minutes.
Frequency Cap
Frequency caps limit the number of impressions served to a user over a 24-hour period. The most stringent frequency cap is 1 impression per 24 hours, though a campaign does not need to implement a frequency cap.
First Quartile
This is the first 25% of a video ad’s total duration.
Exchange
An ad exchange facilitates the buying and selling of media advertising inventory from multiple ad networks. Real-time bidding determines the prices for the inventory.
Event Targeting
Event Targeting allows you to create audiences of users who visit a location during a specified time period and retarget them with ads for up to 30 days. Event Targeting makes it easy to reach a custom, unique audience of users attending specific ...
Event Flight
With Event Targeting, this is the period of time during which the Event Fence will capture users.
Event Fence
With Event Targeting, this is the Geo-Fence specified for a targeted event.
Dynamic Creative Feed
A feed is a list of possible creative elements that can be placed in a dynamic ad when it is displayed. Example elements include image links, titles, descriptions, prices, conditions, and URLs.
Dynamic Creative
This personalized ad serves in real-time to specific users. Unlike normal creatives, dynamic creatives do not display the same content for every user. Instead, the creative varies based on users’ locations, products they previously browsed on a ...
DSP
DSP stands for “demand side platform.” DSPs like Full Force Ads bid for and purchase advertising inventory on behalf of advertisers via exchanges.
DMP
DMP stands for “data management platform.” The platform houses data. Our proprietary DMP manages both online and offline data in the same audience profile. (Please also see “Unstructured Data.”)
DMA
DMA stands for “designated market area.” Campaigns target these metropolitan regions to reach large groups of users in similar geographic areas.
Display Ad
This traditional ad serves an animated or static image rather than a video.
Deterministic Matching
This method of cross-device matching pairs users’ devices based on login information. For example, if a user logs into a website on a mobile device and then logs into the same website on a desktop device, it is easy to determine that both devices ...
Deal
A deal is the price of an ad placement determined between a publisher and an advertiser during the negotiation of a private marketplace. (Please also see “PMP.”)
Dayparting
This feature dictates the time of day ads serve. For example, use dayparting to enable a campaign to serve ads all day Monday – Saturday but only from 8 a.m. – 8 p.m. on Sunday.
CTR
CTR stands for “clickthrough rate.” Calculate this metric by dividing the number of clicks a campaign receives by the number of impressions the campaign serves. (Please also see “Campaign Goal.”)
Cross-Device Matching
This links together multiple devices that belong to the same user. With cross-device matching, Full Force Ads can see that Smartphone Y and Laptop Z both belong to User A. (Please also see “Deterministic Matching” and “Probabilistic Matching.”)
Creative Flight
Creative flights allow you to schedule when ads run. This is ideal when you have several different ads and need to serve them at different times throughout the campaign. For example, you may need one set of creatives to serve April 1 – April 10 and ...
Conversion Zone/Conversion Fence
This is the location you want users to visit after receiving an ad. When a Conversion Zone is drawn, Full Force Ads checks to see if any users who were served an ad later appeared in that fence. Conversion Zones enable you to clearly demonstrate the ...
Companion Ad
This is a normal display ad that is shown beside a video ad.
Combinatorial Bidding
Based on a campaign’s goal, combinatorial bidding analyzes tens of thousands of data factors in real-time to determine the best impressions on which to bid. Also referred to as “decile bidding,” combinatorial bidding scores users on a scale of one to ...
CPM
CPM stands for “cost per mille,” which refers to the cost per 1,000 impressions. Calculate this metric by taking the campaign’s spend, dividing it by the number of impressions it served, and then multiplying that number by 1,000.
CPC
CPC stands for “cost per click.” Calculate this metric by dividing the total campaign spend by the number of clicks the campaign receives.
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