An ad or advertisement is an audio, visual or textual form of information (creative), displayed within the app or on the website, the purpose of which is promoting a product, service, or company’s brand. The purpose of ads is to reach a potentially interested audience, willing to buy the product.
- Asset: the art work or file associated with a creative.
- Companion ads: ads served along with linear or non-linear ads in the form of text, static image display ads, rich media, or skins that wrap around the video experience.
- Creative: an advertising unit created by an ad designer, in accordance with publisher specifications and guidelines, for the purpose of communicating a marketing message to that publisher’s audience. One creative may consist of multiple files in various formats, such as standard images, animation, video, execution files (.html, .js, etc.) and other files that work together for an interactive experience.
- In-stream ads: a generic term for video ad formats.
- IPTV ads: ads whose media files are stored in the IPTV (Internet Protocol television) closed network, meaning you do not attach the media file to the IPTV ad through Pulse, instead you make a reference to that file using the ID of the video creative.
- Linear Ads: ads that interrupt video content before (pre-roll), during (mid-roll), or after (post-roll) the streaming content. They can be accompanied by a companion ad, or they can include an interactive component.
- Mid-roll: an ad that appears during the video content.
- Non-linear ads: ads typically served as images that overlay video content. The ad runs concurrently with the video content so the user sees the ad while also viewing the content without interruption. They can also be served with companion ads.
- Passback: a backup ad source which is called upon in sequence until an ad is delivered or there are no more sources in the list. The player does not make any new requests to Pulse to get the passback ads, it is included in the original ad request.
- Post-roll: an ad that appears after the video content finished playing.
- Pre-roll: an ad that appears before the video content starts playing.
- RTB ad: an RTB (Real-Time Bidding) ad in Pulse are just a way to connect a placeholder ad with a marketplace from your list of active private marketplaces. There is no way to know in advance which bid will be the auction winner.
- Third party ads: ads that come from an external provider.
Ad weight is used to choose how often to pick a specific ad after the goal has already been picked. Weight is applied within individual ad formats on a single goal. Ads have two kinds of weights: explicit weights and proportional split (no weight set). If there are multiple ads of the same ad format in one goal, they take an even share of the impressions by default, meaning they split the weight proportionally and have an equal chance of getting selected. If you assign an explicit weight to one of the ads because it needs to run more frequently, then that ad has a better chance of getting selected.
All ads with proportional split share the remaining weight (100% - explicit weights). This means that explicitly setting the weight of an ad affects the weight of other ads that have proportional split.
Example: You have 2 pre-roll ads with no weight set. You add a third pre-roll ad with weight 50%. The two previously added ads will now have 25% weight each (they automatically split the remaining 50%).
Setting a normal goal’s ad position to 'break exclusive' means that you want an ad from the goal to be the only ad within the ad break, when that goal is selected by the distribution engine. As a consequence, break exclusive goals and goals of any other ad position are mutually exclusive in a single ad break, which means an ad break is either filled with just one ad from a break exclusive goal, or one or more ads from goals of any other position, depending on your settings. This is in contrast to the Campaign Exclusivity, which applies to the whole ad session and not the individual ad breaks within the session.
Break exclusivity does not give the goal higher priority in any way. This allows you to sell to an advertiser the opportunity of having the break completely or partially to oneself, and is something that you can use to increase CPM.
- The pre-roll break is filled with only one ad from a break exclusive goal. A sponsor ad is shown after the pre-roll break.
- The mid-roll break is filled with two ads from two different goals that are not break exclusive. A sponsor ad is shown after the mid-roll ad break.
- This does not affect sponsor ads as they run within their own sponsor break.
- Break exclusive goals may cause wasted inventory.
Digital Video Standards:
- VAST: Video Ad Serving Template, the industry standard for communicating video ads from ad server to ad server and from ad server to video player. VAST is an XML based format that describes one or more ads, their media files, links to track on certain events, which page to open when someone clicks on the ad, and more.
- VMAP: Video Multiple Ad Playlist, an XML based format that describes ad inventory insertion policy, meaning it describes to the video player when ad breaks should start, the types of ads to display, and whether or not to display multiple ads in the break. You could see VMAP as a wrapper of multiple VAST 3.0 tickets, supplying the video player with all metadata about the ad breaks to play the ads at the right time and in the right context.
- VPAID: Video Player Ad Interface Definition, industry standard for interactive in-stream video ads. VPAID defines a uniform run-time environment so that a compliant player can accept any compliant advertisement from any other party.
A forecast is a prediction of future conditions based on past and present data. Pulse continually collects data about all ad requests and responses, the 'past' data, which is used for the forecasting functionality in the system. The 'present' data used in forecasting is the current state of all campaigns, goals, ads, and other settings on your account. In this context, Pulse forecasts future ad inventory based on historical user traffic, and current campaign and account settings.
A feature intended to give you more manual control over the delivery pace which is otherwise completely controlled by Pulse's internal delivery algorithm (which tries to deliver all campaigns evenly over time by forecasting future available inventory).
Frontload can be set on global, campaign, and goal level and, if not edited, it is hierarchically inherited from global, to campaign, and then to goal level. The default value is 30%, on a scale from 0 - 100%, where 0% means 'evenly over campaign period' and 100% means 'as fast as possible'. Frontload is not applicable to share of voice goals, goals with unlimited impressions, goals without end dates, or sponsor goals (and therefore is not visible as an option for these goal types).
By using frontload, you can instruct Pulse that a portion of a goal should be treated differently – served as soon as possible if there is spare room in current inventory that would otherwise be unused and wasted. The frontload portion of the goal has a higher priority than impression goals without an end date, which means it is allowed to use any impression opportunity that no other impression goal with an end date needs. For example, if a goal is booked to 100 000 impressions and the frontload is set to 30%, it means the goal should deliver 30,000 impressions "ahead of schedule". After 30,000 impressions are delivered, the goal slows down and starts to deliver as evenly as possible.
- tag and/or category targeting (only for the new Insertion Policy feature)
- the allowed ad formats
- the number of linear ads in breaks (pre-, mid-, post-, and seek-rolls)
- the duration of the linear ad break (Time Based Breaks)
- the minimum time between linear ads (Time based frequency cap)
- the frequency and behaviour of non-linear ads in breaks (overlays)
- the skip ad button behaviour
- Accept Invitation: number of times the user activated a control that launched an additional, often more engaging, creative portion of the ad.
- Close: number of times the user removed the ad from the player in a way that it can not be re-displayed.
- Collapse: number of times a user collapsed the ad either to its original size or to a different size. For overlays, this tracks the number of times the user minimizes the ad without fully removing it from the player.
- Expand: number of times a user expanded the ad within the video player.
- Fullscreen: number of times the ad played in full screen mode.
- Mute: number of times the user clicked or otherwise activated the mute control during the ad.
- Pause: number of times the user pressed pause or otherwise paused an ad.
- Resume: number of times the user clicked or otherwise activated the resume control to re-start the ad.
- Rewind: number of times the user clicked or otherwise activated the rewind control in order to move backwards along the ad's timeline.
- Unmute: number of times the user clicked or otherwise activated the un-mute control during the ad.
- 25% Ad completion: first quartile, number of times the ad played to 25% of its length.
- 50% Ad completion: midpoint, number of times the ad played to 50% of its length.
- 75% Ad completion: third quartile, number of times the ad played to 75% of its length.
- 100% Ad completion: number of times the ad played to its completion.
- Ad started: number of times the ad started playing.
- Click-throughs: the total amount of clicks (to the destination URL) for a campaign during a specific time period.
- Completion rate: percentage of times the ad played to the end.
- Content start: also known as stream, refers to the start of the video content playback.
- CTR: Click-Through Rate. The number of clicks on an ad, divided by the number of impressions during a specific time period and expressed as a percentage.
- eCPM: effective Cost Per Thousand or effective Cost Per Mille. A performance metric showing revenue generated from a thousand impressions of a particular advertisement. eCPM is calculated by dividing total earnings by total number of impressions in thousands.
- Fill rate: the ratio of ad requests that are successfully filled (used inventory) in relation to the total number of ad requests made (total inventory), expressed as a percentage. It shows how much of your ad space has been rented out, and how much of it is standing empty. The higher the fill rate, the better. A high fill rate means you are satisfying advertiser's demand for ad space and that you are making money.
- Impression: the amount of successfully shown ads. Success is reported as soon as the first frame of the ad is shown in the player.
- Interactions: an indication that the user interacted with the ad in some way during its display time, for example closed it, or clicked through to the destination page. Can only be triggered once per impression, but the individual events are still accounted for.
- Interaction rate: the number of user interactions with the ad, divided by the number of impressions during a specific time period and expressed as a percentage.
- Inventory: refers to the amount of opportunities to show an ad, derived from the amount of ad space a publisher has available to sell to an advertiser multiplied with the amount of ad views on the publisher’s site, or site traffic, often calculated by the month. This means that each time an ad request is made to Pulse, we track this as one possible inventory. This happens even if there is no ad returned from Pulse.
- Revenue: the amount of earnings for a specific time period.
- Time spent: total display time of the ads in seconds or other appropriate time based unit.
- Unique impression: also called unique views, refers to the amount of successfully shown ads to unique viewers, meaning that a viewer who has seen the ad more than once is only counted one time.
- Unique inventory: the amount of opportunities to show an ad to unique viewers. A unique viewer is defined as a viewer requesting ads with a pid (Persistent ID that identifies the end user and persists across sessions) that has not been previously registered.
- View rate: A complex calculation based on quartile view-through rates in comparison to the amount of impressions. This calculation is explained in the following article: How Is View-Through Rate Calculated in Custom Reporting?
- CPC: Cost Per Click. The amount you earn each time a user clicks on your ad. The CPC for any ad is determined by the advertiser.
- CPM: Cost Per Thousand or Cost Per Mille. The price of 1000 advertisement impressions on one web page. If a website publisher charges $2 CPM, that means an advertiser must pay $2 for every 1000 impressions of its ad.
- Ad exchanges: online, often highly automated, auction-based marketplaces that facilitate the buying and selling of inventory across multiple parties ranging from advertisers, direct publishers, ad networks and Demand Side Platforms (DSPs).
- Automated Guaranteed: also known as Programmatic guaranteed, Programmatic premium, Programmatic direct and Programmatic reserved, refers to an ad buy done directly between a publisher (seller) and advertiser (buyer) through automated ad-buying systems. The inventory and pricing are guaranteed, and the campaign is inserted alongside other direct deals in the ad server .
- Buyer: the organization that places orders and usually represents an agency acting on behalf of the advertiser, or the advertiser that places orders directly. If the buyer represents advertisers, the buyer must obtain formal consent for acting on behalf of the advertiser and provide proof of that consent to the publisher.
- Deal: refers to the terms of agreement between the publisher and one or more buyers. A marketplace can contain one or more deals.
- Deal ID: a unique string of characters that are used as an identifier for sellers (publishers) and buyers (seats), representing a pre-arranged agreement between a publisher and a seat to purchase impressions under certain terms. The buyer and seller decide what that unique string of characters is defining. Depending on the platform you are using, this could include things like priority, transparency, floor pricing, or data.
- DMP: Data Management Platform, refers to a platform that allows advertisers, agencies, publishers, and others to control their own first-party audience and campaign data, compare it to third-party audience data, and gives the ability to make smarter media buying and campaign planning decisions. Advertisers and agencies generally use DMPs in order to buy more effectively, while publishers typically use DMPs in order to segment their audiences and sell more effectively.
- DSP: Demand Side Platform, a technology platform with a bidding algorithm. Using a DSP, buyers (advertisers, trading desks, agencies) are able to centralise their media buys with the programmatic purchase of digital inventory using a unified platform across various SSPs, ad exchanges, and ad networks. A DSP is designed to bid the optimal CPM for a particular impression in real time, incorporating the calculated value of the inventory against the campaign goal(s). A DSP works in the interest of a buyer.
- Fixed price: any arrangement where the buyer and seller agree on a flat price that the buyer pays, rather than the highest bidder in an auction environment.
- Price floor: a rate set by the publishers, below which they are not willing to sell the inventory.
- Private Marketplace (PMP): refers to an invitation-only auction environment. It enables publishers to monetize their inventory more efficiently and place rules around who can purchase impressions. Only a number of buyers are selected and they compete against each other to win the auction. Inventory is bought and sold at an impression level.
- RTB: Real-Time Bidding, refers to a way of transacting media that allows an individual ad impression to be put up for bid in real-time. This is done through a programmatic on-the-spot auction, which is similar to how financial markets operate. RTB allows for Addressable Advertising; the ability to serve ads to consumers directly based on their demographic, psychographic, or behavioural attributes.
- Seat: or buyer, is the buying entity behind a DSP, typically an agency or trading desk, that buys advertisement for several advertisers. A DSP has a number of buyers behind it.
- SSP: Sell-Side Platform or Supply-Side Platform, refers to a technology platform that makes it possible to sell automated online media to different parties. Using an automated yield optimiser, the algorithms in an SSP ensure that the publisher receives the highest turnover per impression. An SSP is connected to multiple demand sources which include DSPs, ad exchanges, and advertising networks. An SSP always works in the interest of a publisher.
Pulse Audience Management (PAM)
- Audience data provider: a provider of demographic data.
- Audience group: a grouping of related segments, for example age, gender, or interests.
- Audience segment: a specific segment of an audience, for example 10-27 years old, female, music lover, and so on.
Share of Voice (SoV)
- immedietaly when the ad starts playing, to allow the viewer to skip the entire ad, or
- after a certain percentage of the ad has played, to allow the viewer to skip the rest of the ad.
The skip button behaviour is configured in your insertion policies. Campaigns, goals, and ads inherit the applicable insertion policy setting. You can overrride skip button settings on campaign, goal, or ad level when an advertiser wants a different skip button behaviour, or no skip button.
Goal mode used for extra sponsor messages which, by default, guarantees a prime position directly after pre-roll and mid-roll ad breaks and before post-roll ad breaks, meaning they are delivered closest to content. However, you can also opt for ads in a sponsor goal to be shown only before or only after each possible linear ad break. For more information, see Sponsor Ads.
A way to deliver the ad impression to the relevant audience based on certain custom criteria. For more information on the different targeting rules you can set up in Pulse, see Targeting Rules.
- DMA region: Designated Market Area region, used by Nielsen Media Research to define a group of counties that form an exclusive geographic area in which the home market television stations hold a dominance of total hours viewed. There are 210 DMA regions, covering the entire continental United States, Hawaii, and parts of Alaska.
- Metro area: the metropolitan area where your target viewers are located, comprised of the densely populated urban core and its less populated surrounding territories, sharing industry, infrastructure, and housing. Metro area targeting provides you with more precise targeting in case your business does not serve all regions or cities, or your advertising efforts focus on certain areas within a country.
Time based breaks
A time based break refers to a linear ad break (pre-, mid-, post-, or seek-roll ad break) which has constraints for both the number of ads to show and total length of the ad break. The ad break ends when it reaches the specified duration, or when all its slots are filled, whichever happens first. Limiting ad break duration helps to increase viewer retention, and in turn increase your inventory because your viewers are more likely to return to your site and start more videos.
For more information, see Time Based Breaks.