Overview
This Glossary contains definitions of terms and concepts used on the Equativ platform.
Ad network rate
The ad network rate can be defined on website (publisher) level. It represents the revenue share (in %) retained by an Ad network.
Defining "70%" means that the Ad network retains 70% of the revenue and pays out 30% to the publisher.
The net ad network revenue can be reported in Big Data reports.
Menu: Administration > Websites and Pages > Edit website
Ad tags
Ad tags represent ad slots. An ad tag is issued for each format on a given page.
Ad tag formats vary by usage: Standard, Ajax, One Call, Video plugin integration etc.
Menu: Administration > Websites and Pages > Download all tags for the site...
Related articles: Tagging guide
Advertiser
Advertisers are the root element of the hierarchy Advertisers > Campaigns > Insertions. Advertisers can be used as direct advertisers and/or in association with one or multiple agencies.
Menu: Administration > Advertisers
Related article: Creating campaigns
Agency
An agency is associated with one or multiple advertisers. A campaign is then created for a combination of advertiser and agency.
Menu: Administration > Agencies
Agency script
Agency scripts are typically javascript codes which represent creatives hosted in a third party system (agency ad server). Both systems can count impressions and clicks.
Menu: Insertion > Add an agency script
Related article: Configuring creatives
Agency solution
Equativ's Agency solution is designed for the needs of agencies and advertisers (adapted workflow, enhanced tag management, creative pool etc.)
Related articles: Quick guide - Agency solution
Big Data report
Big Data reports allow for queries with multiple criteria (e. g. by country, by keyword). Big data reports offer more sophisticated reporting features than the legacy reporting under Reports > Global network statistics.
Menu: Reports > Creation of a report
Related article: Big Data Reports (BDR)
Campaign
The campaign is the second level in the hierarchy Advertiser > Campaign > Insertion. Typically, it represents the advertised product.
Menu: Campaigns > Advertiser
Related article: Campaigns
Click command
A click command is a URL used to count a click and redirect to a landing page.
Related article: Configuring creatives
Cookie targeting
Cookie targeting allows for storing data in cookies (in users' browsers) and then targeting insertions to the stored data.
Related article: Cookie Targeting
Creative pool
Creatives can be stored in the creative pool (on advertiser level) and then added to/removed from insertions.
Menu: Advertiser > Creative pool
Creative type
Equativ supports the folowing types of creatives: image (png, gif etc.), agency scripts, HTML5, video/audio formats (mp4 etc.).
Menu: Insertion > Creatives
Related articles: Configuring creatives, HTML5 creative specifications
Customized script for the creative/insertion
The fields Customized script for the creative/insertion can be used to serve additional code along with the creative (CSS, javascript etc.)
Menu: Insertion > Creatives
Related article: Configuring creatives
Data injection
Data injection is used for periods where the forecast's predictions are temporarily inaccurate due to exceptionally high or low traffic (e. g. Christmas holidays, sports events etc.). The forecast will use the manually injected data instead of history-based predictions.
Menu: Administration > Data injection in the inventory availability
Related article: Using data injection for the forecast
Deals
Deals include:
- private auctions (similar to open auctions but limited to specific group of buyers)
- preferred deals (first look for specific buyers for specific inventory/audience)
- guaranteed deals (similar to preferred deals but with dedicated (reserved) inventory)
Menu: RTB Deals
Related article: Private auctions and preferred deals
Delivery rules
In RTB+, delivery rules can be applied to demand criteria and inventory criteria. Delivery rules' effects are: block, specific floor price and specific transparency settings.
Menu: RTB+ > Delivery rules
Related article: Delivery rules
Delivery timeframes
Delivery timeframes can be used in insertions to restrict delivery to certain days/hours.
Menu: Insertion > General settings
Related article: Insertions: General settings and Delivery
Direct campaigns
Direct campaigns (insertions) are non-RTB+ insertions. They represent the "direct" (not auction-based) business between publishers and agencies/advertisers. Equativ will try to monetize impressions with direct insertions in case they cannot be monetized with RTB+ (fallback).
Preferred deals
In a preferred deal, a specific buyer gets a first look for an impression and can take it at a fixed price. There is no auction process involved.
Menu: RTB+ > Deals
Related article: Private auctions and preferred deals
Events
In the context of instream/outstream video, events represent playtime events (e. g. "firstQuartile" event) and interaction events (e. g. "mute" event). Events can be reported and used as a target (volume) for insertions.
Menu: Reports > Creation of a report > Metrics
Exclusions
Exclusions of insertions makes sure that insertions are never displayed together on the same page. Exclusion of insertions is the opposite of linking insertions.
Menu: Campaign > Define an exclusion
Related article: Insertions: links and exclusions
Final script
The final script is the script generated for the creative. It can be unlocked and changed (for advanced users).
Menu: Insertion > Final script
Related article: Insertions: additional options
Forecast
The forecast is the tool to be used to receive data on future traffic availability. There is a free and a premium version.
Menu: Forecast
Related articles: Using the forecast, Forecast versions compared
Format
The format represents the size/type of ad slot (e. g. superbanner, medium rectangle etc.). A single format can be used for multiple platforms (desktop, tablet, smartphone)
Menu: Administration > Formats
Related article: Setting up inventory
Geotargeting
Geotargeting restricts delivery of an insertion to specific geographical regions (countries, states, cities etc.). Geotargeting uses Neustar IP intelligence technology (formerly Quova).
Menu: Insertion > Targeting
Related article: Insertions: Targeting
Global Network Statistics
The reporting tool Global Network Statistics provides reporting data for the entire network. It does not support queries with combined criteria. Use Big Data reports instead.
Menu: Reports > Global Network Statistics
Guaranteed deals
Guaranteed deals are deals with a dedicated (reserved) inventory. They are connected to an RTB+ insertion. The guaranteed deal will be ruled by this RTB+ insertion's settings (impression volume, frequency capping, targeting criteria etc.)
Menu: RTB+ > Deals
Related article: Private auctions and preferred deals
Holistic yield
Equativ's Holistic yield algorithm generates maximum revenue via RTB+ while making sure that direct campaigns meet their goals.
Related article: Holistic yield management
IAB categories
For RTB+ standalone, IAB categories should be added to websites/pages. Also, IAB categories are assigned to websites/pages in the context of interest targeting.
Menus: Administration > Interests targeting dashboard,
Administration > Websites and pages > page/website details > IAB categories associated with this page
Insertion
The insertion is the last element in the hierarchy Advertiser > Campaign > Insertion. It has a priority, placements, creative(s) and targeting criteria (optional).
Menu: Campaigns > Advertiser > Campaign > Insertion
Related article: Insertions: General settings and Delivery
Insertion category
Each insertion belongs to one of the 4 categories: Web (display and mobile web), Mobile (mobile SDK), In-stream Video, Out-stream Video.
Menu: Insertion > General settings
Related article: Insertions: General settings and Delivery
Insertion follow-up
The insertion follow-up can be used to monitor insertion performance. It provides filters by status, delivery state, Traffic Manager etc.
Menu: Campaigns > Insertion follow-up
Related article: Insertions: follow up
Insertion type
An insertion type can be assigned to an insertion and displayed in reports. There are pre-defined insertion types (e. g. "Pay ads") and custom insertion types (defined in Administration > Types of insertions).
Menu: Administration > Types of insertions, Insertion > General settings
Related article: Insertions: General settings
Interest targeting
Interest targeting is a built-in system to target insertions to users' product affinities. To use it, IAB categories must be assigned to websites/pages. Users' affinity will then be determined based on their navigation behavior on the websites/pages.
Menus: Administration > Interests targeting dashboard,
Administration > Websites and pages > page/website details > IAB categories associated with this page,
Insertions > Targeting
Related article: Insertions: Targeting
ISP Targeting
Insertions can be targeted to certain Internet Service Providers (ISPs). If ISPs are missing in the UI, reach out to your service contact to have them enabled.
Menu: Insertion > Targeting
Related article: Insertions: Targeting
Keyword groups
Keyword groups can be used to store keys and values for repeated use. Each item has a delivery name (used in ad requests) and a display name (used in the user interface).
Menu: Administration > Groups of keywords
Related article: Using keyword targeting
Linear video ads
In Equativ's Video instream solution, linear ads are video ads shown before, in between or after video content (Pre/Mid/Postroll). There is a dedicated format called "Video - Linear" enabled in the network when the video solution is enabled.
Menu: Administration > Formats
Related article: Video instream campaigns
Links
Insertion links make sure that insertions are always displayed together on the same page. Links are the opposite of Insertions exclusions.
Menu: Campaign > Define a link
Related article: Insertions: links and exclusions
Live preview
The live preview displays the creative on a specified web page, without the need of putting the insertion online. A live preview URL is generated and can be used for demo purposes (instead of a screenshot).
Menu: Insertion
Related article: Configuring creatives
Midroll
Midrolls are linear video ads shown in between video content.
Related article: Video instream campaigns
Mobile SDK
Equativ provides Display and Video SDKs for iOS and Android. Detailed documentation here.
Mobile web
The term mobile web refers to ads served to mobile web optimized sites. Equativ has merged mobile web and desktop ad serving into a responsive solution: in a single insertion, creatives can be targeted to the platforms desktop, tablet or smartphone using Creative rotation modes.
Menu: Insertion > Creatives
Related article: Creative Rotation modes
Non-linear video ads
In Equativ's video instream solution, non-linear video ads are ads shown parallel to video content (e. g. overlays). There is a dedicated format called "Video - Non Linear" enabled in the network when the video solution is enabled.
Menu: Administration > Formats
Related article: Video instream campaigns
Official templates
The official templates are all templates provided to all of Equativ's customers and updated on a regular basis by Equativ.
Menu: Insertion > Creatives > Template library
Open auction
In an open auction, the ad impression is offered to all DSPs/buyers. In terms of priority, RTB+ will try to sell the impression in on open auction only if it could not be sold in a guaranteed deal/preferred deal or a private auction.
Page group
A page group is a collection of formats (e. g. superbanner + skyscraper). Each page is assigned to a page group in order to specify which formats are available on the page.
Menu: Administration > Websites and pages > Create page group
Related article: Setting up inventory
Pixel ratio
The pixel ratio setting makes sure that creatives are displayed properly on high resolution devices. Defining a pixel ratio of 2 means that the width and height of the creative's container will be divided by 2.
Menu: Insertion > Creatives
Related article: Configuring creatives
Placement
The placement of an insertion includes all websites/pages or pack(s) and the format, where the insertion's creatives will appear.
Menu: Insertion > Placement
Related article: Insertions: Placement
Platforms
Equativ supports 3 platforms: desktop, tablet and smartphone. Insertions/creatives can be targeted to platforms (responsive solution).
Menu: Insertion > Targeting
Related article: Creative Rotation modes, Insertions: Targeting
Postrolls
Postrolls are linear video ads shown after video content.
Related article: Video instream campaigns
Premium forecast
The premium forecast version supports queries with more than one targeting type as well as other features unavailable in the free version.
Menu: Forecast
Related article: Forecast versions compared
Preroll
Prerolls are linear video ads shown before video content.
Related article: Video instream campaigns
Preview
The Preview feature displays a creative on a simple test page. Alternatively, the live preview displays the creative on a specific website (URL).
Menu: Insertion
Related article: Configuring creatives
Priority
The priority of an insertion determines if and how it will be displayed in comparison to other insertions. There are priority levels with and without delivery plan (paced delivery, i. e. even distribution of a volume over the insertion's timeframe).
Menu: Insertion > General settings
Related article: Insertion priorities
Private auction
A private auction is a type of deal where a predefined group of buyers compete for an impression - typically receiving more information about the impression than they would in an open auction.
Menu: RTB+ > Deals
Related article: Private auctions and preferred deals
Publisher solution
Equativ's publisher solution provides all relevant features for premium publishers: Forecast, RTB+, Big Data Reports, Direct campaigns. Equativ's other product is the Agency solution - designed for the needs of agencies and advertisers.
Redirect
See Agency script above.
Menu: Insertion > Add an agency script
Related article: Configuring creatives
Report subscriptions
Report subscriptions make sure a specified report is sent to subscribers by e-mail.
Menu: Reports > Creation of a report
Responsive solution
With the responsive solution, a format can be used to serve creatives for the 3 platforms desktop/tablet/smartphone. The creatives can be served using a single insertion. The responsive solution detects the platform and makes sure the appropriate creative is served (see above: Platforms).
Menu: Administration > Formats
Related articles: Setting up inventory, Creative Rotation modes, Insertions: Targeting
Retargeting
Retargeting can be implemented manually using cooke targeting (partner cookie): a partner can store data in a cookie and insertions can be targeted to the stored data.
Related article: Cookie Targeting
RTB+ custom reports
RTB+ custom reports provide a great level of detail (e. g. by DSP, Buyer, RTB+ advertiser etc.) and detailed metrics (Auctions, RTB+ impressions, RTB+ Bids, Revenue, Average Winner CPM etc.). They are the basis for floor price optimization.
Menu: RTB+ > RTB+ custom reports
RTB+ insertion
An RTB+ insertion is an insertion using an RTB+ script template. Its selected placement and targeting criteria define which inventory is offered on RTB+. An RTB+ insertion can be connected to a preferred deal to create a guaranteed deal.
Related article: RTB insertions
RTB+ performance reports
The RTB+ performance reports provide an overview of RTB+ related KPIs. They are updated with a latency of approx. 2 hours.
Menu: RTB+ > RTB+ performance reports
Related article: Performance reports
Script template
A script template is served with every creative and determines how the creative will be displayed. Script templates vary by insertion category (web/mobile/video instream/video outstream). The default script template is called Default Banner. Script templates are organized in the script template library.
Menu: Insertion > Template library
Related articles: Configuring creatives
Second price auction
Auctions, where the highest bid wins the auction and pays the price of the second highest bid plus one Euro-Cent. If the second highest bid is below the bid floor, the winner will pay the bid floor.
Statistics
Statistics include advertiser and site statistics. They include basic metrics, such as impressions/clicks/unique visitor data, but provide less details than Big Data Reports. Statistis can be accessed from inside an insertion (Additional options).
Menu: Reports > Advertisers, Reports > Sites, Insertion > Additional options
Related article: Insertions: additional options
Template library
The template library includes all the script templates which can be used with creatives. It is organized by platform (desktob/mobile web, SDK, video script templates). There are official templates (provided to all customers and maintained by Equativ) and custom script templates (created and maintained in Administration > Template library).
Menu: Insertion > Creatives, Administration > Template library
Related articles: Configuring creatives
User groups
User groups can be used to predefine a set of permissions which will be transferred to all users belonging to the group.
Menu: Administration > User groups
User
Users can be created to provide access to Equativ's user interface. Users belong to user groups from which they inherit access rights and job permissions. The inherited rights and permissions can be adapted individually.
Menu: Administration > Users
Video instream
The video instream solution is designed to serve video ads (linear and nonlinear) embedded in video content (in video streams). It is a cross-platform solution with multiple integration modes (video plugin, embedded via VPAID etc.).
Related article: Video instream campaigns
Video outstream
The video outstream solution is designed to serve video ads on display ad placements (with regular, non-video ad tags). Video outstream does not require any video content (video player) on the web page.
Related article: Video instream campaigns
Website
The website represents an actual website or a publisher. A website has pages/subpages and formats.
Menu: Administration > Website
Related article: Setting up inventory
Website and page packs
Packs are collections of websites and/or pages. A website/page can be part of multiple packs. For instance, websites belonging to a specific vertical can be grouped in a pack.
Menu: Administration > Websites and page packs
Related articles: Setting up inventory, Insertions: Placement
