Glossary

Here you will find terms and terminology used in the Platform.

Platform term	Definition
Account	An account is the name and password used to login. Name and password is administrated by each user. There are two types of user accounts, Direct Advertiser account and Agency accounts.
Ad	An advertisement is the promotion of a Product, brand or service to viewers. The goal of an ad is to attract interest, engagement and sales.
Ad-slot	The space on a web page where an ad loads. A web page or app can contain one or several Ad-slots. An ad-slot has one or several preset Sizes.
Add-on price	An add-on price can be added for the Targeting options you select. You can identify which options have an added price through a green icon or a dollar sign icon (depending on the Platform version) located next to the Targeting feature.
Advertiser	Advertisers are users who have access to The Platform and can book Campaigns. Direct Advertisers create Campaigns for oneself.
Agency	Agency is a company who creates Campaigns on behalf of their Clients.
Agency Client	Advertisers linked to an Agency. Clients are administrated by the Agency. Clients are not users of the platform.
Agency Commission	Percentage of revenue given to Agencies. Commission levels are set in the platform by the Publisher.
Amount	There are two Amounts in the platform: Budgeted Amount The amount an Advertiser enters when creating a Campaign. The amount is entered in either monetary amount or Impressions. Delivered Amount Delivered amount for digital Campaigns are calculated from delivered Impressions, Price Model and Price.
Audience	Your audience are the users who see and interact with your ads. Audience Targeting is a technique you can use to target specific audiences by the user's demographics, past behaviors, interests, income and preferences.
Budget	Maximum amount you as the Advertiser wants to spend on a Campaign. Budget is entered in monetary amount in your selected currency or entered in impressions or clicks.
Budget model	Pre-pay and Subscription are Budget models.
Campaign	An advertising Campaign. A Campaign has a Budget, Start date, Targeting and one or several Creatives. A Campaign’s Type, Placement and Targeting decides where and to whom the advertisement will be shown.
Campaign Type	The type of media where the Campaign will run. For example Digital Ad, Radio Spot, TV Spot, Print Ad, Social Post, In App, Video, etc.
Click	When someone clicks your ad.
CPC	Cost-Per-Click
CPD	Cost-Per-Day
CPM	Cost per thousand, (Cost-Per-Mille), a term for the price of 1,000 ad impressions. If an ad placement on a website has a price $2.00 CPM, it means an Advertiser will pay $2.00 for every 1,000 ad impressions.
CTR	Click Through Rate. Number of times your ad has been clicked divided by the number of times the ad has been shown. For example, the ad was shown 10000 times, and clicked 45 times: 45/10000 = 0.45 % CTR.
Creative	The ad shown. It can be a static image, a combination of images and text or a video. Image, Native Ads, Video, Radio Spot, Social post ads and Third Party Script are some examples of Creatives.
Destination URL	Most Creatives shown on digital media has a Destination URL. The page which is opened when someone clicks your ad.
Geographical Targeting	Also now as Geo-Targeting, lets you target your ads to audiences located in specific geographical locations. Create Campaign > Geographical Targeting
Impression Budget	Based on Budget and Price. How many impressions which are expected to deliver for a Campaign.
Impressions	Number of times an ad has been delivered on any device.
KPI	Key Performance Indicators, how the Campaign performance is measured. For example CTR.
Landing page	The first page of the platform. Describes the platform. Shown to all visitors before login and sign-up.
Native Ads	Ads that match the look, feel and function of the media format in which they appear. Native ads are often a combination of text and images.
Notifications	Automatic email notifications sent from the platform.
Placement	The ad-slots where ads will be shown. A placement is most often defined with a Size, a Price, audience Targeting and delivery options.
Pre-pay	Pre-pay is to settle payment for a Campaign before the Campaign has started. The payment can be settled either with a direct card payment at checkout, or as an invoice payment handled outside of the platform.
Price	Price in selected Price Model, set on Product level.
Price Model	When you purchase a Campaign you see the price given in one of several price models. The price model is related to the goal of your Campaign. Prices are calculated using these price models: CPM (Cost-Per-Mille) Price per 1000 impressions. Select this when you want to reach as many as possible. As you are creating your Campaign the availability is checked continuously. You pay for delivered impressions. CPC (Cost-Per-Click) Price per click. CPD (Cost-Per-Day) You buy all or a percentage of the available impressions for a limited time, usually a couple of days.
Product	Preset combinations of Placement, Campaign type, Price, Targeting and available Creatives.
Product filters	When you create a Campaign you are guided through options such as Price models, Ad types, Campaign goals and Placements. Your selections serves as filters to select the right Product for the Campaign you are creating.
Promo code	A promo code is a code you enter to get a discount. On checkout it gives you a discount on the current Order.
Publisher	The Publisher who is licensed to use the platform for delivering ad Campaigns and promotions on their ad network(s).
reCAPTCHA	A method to determine whether the visitor is human or not, for example a robot. When you sign-up to a platform, the CAPTCHA will give you one or more of the following three experiences: No interruption if a low “risk score” is returned. If a risk score is triggered, an “I’m not a robot” checkbox If a higher risk score is triggered, images where the visitor is advised to mark all images that follow a common theme.
Size	Width x height dimensions for an Ad-slot. For digital Campaigns, the ad-slot is measured in pixels. For print Campaigns sizes are measured in mm or inches.
Targeting	Targeting is an online advertisement technique that refers to the targeted placement of ads. The platform can deliver tailor-made ads based on the user's demographics, past behaviors and preferences. By using Targeting, you can unlock these features and increase visibility and user interaction with your ad.
The Platform	The platform you use to create, pay, monitor and administrate your Campaigns.
Third Party Script	A technique to serve your ad from other ad management systems.