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Glossary

  • Ad Exchange

    An Ad Exchange is a technology platform for advertisers, publishers, and ad networks that enable buying and selling online ad inventory. The platform provides inventory for the advertisers, and a sales channel for publishers and Ad Networks. 

  • Ad Network

    Ad Network provides an outsourced sales capability for publishers, and means to aggregate inventory and audiences from numerous sources in a single buying opportunity for media buyers.

  • Ad Server

    An ad server is a web server used to decide which advertisement is shown to the user. It holds data surrounding advertisements, scheduling and number of impressions served for a specific campaign.

  • Ad Serving and Tracking Data Segment Builder

    Tool that allows using raw transactions (all data fields available in Master Data) together with logical (AND, OR, AND NOT) and comparison operators (Numeric, String, RegExp) to build audiences.

  • Affinity

    The percentage of similarity between an affinity category and the audience. The percentage is based on the number of times that people who match the audience also match the affinity category. The formula is: The Number of People who Match Both the Audience AND the Affinity Category ÷ the Number of People who Match the Audience.

  • Agency (Advertising Agency, Media Agency)

    Service based business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is generally independent from the client (it may be an internal department or even an internal agency) and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients.

  • API
    API

    An application programming interface, or API, allows an application program to communicate with the operating system of another system.

    It’s the set of predefined commands, functions, and protocols that programmers use to interact with (and build on) another system. It is an essential part of the data-driven marketing world.

  • Attribute

    The age, gender, and location (time zones, states, or designated market areas) associated with an audience.

  • Attribution Modelling

    If someone saw a banner, a Tweet, a TV ad, and a magazine ad, how can you tell what led to their decision to buy?

    The basic aim of attribution modeling is to figure out which marketing actions or channels contributed most to a certain customer action. It’s about using analytics to give credit where credit is due, and knowing how much credit is due. This gives you the data you need to optimize everything from budget allocations to messaging to campaign strategies.

  • Audience

    A group of Internet visitors who share the same categories, behaviors and attributes (age, gender, and geographic location).

  • Audience Enrichment

    Audiences visiting your site may have exhibited certain behaviors or performed certain actions on other sites. These insights will not be available in your 1st party data. Audience enrichment increases the reach of audiences belonging to a demographic or exhibiting a certain behavior by purchasing these additional insights from a 3rd party supplier. 

  • Audience Extension

    Audience Extension is a process that takes original UUIDs (unique user identifier) from the segment, build behavioral model for it (in other words – describes behavior that is common for all these UUIDs) and then scans all profiled Adform UUIDs. Audience extension expands your target audience through the usage of special algorithm that collect additional uniques or similar audiences from an outside source, in order to increase the reach (size) of a particular campaign.

  • Audience Profile Report (APR)

    The Audience Profile Report provides a comprehensive profile of an audience related to demographics, behaviors, actions and media, using insights from third-party data available. 

  • Audience Report

    Audience Report is a type of report that includes the following data: date, category / segment, extended, total, uniques (could be grouped by date and domain).

  • Audience Targeting

    Serving ads to a specific predefined audience based on behavioral attributes (see Behavioral Targeting), demographics, interests, or any other category. 

  • Available Impression

    A creative that is available for delivery to online consumers of web media. An impression is sometimes referred to as an "opportunity".