C

Collection of details and line items achieving a particular marketing objective stored under a single Initiative

Details include budget and duration along with objective, key performance indicator, and goals.

Also known as media plan, proposals, and estimate

Unique identification number for an organization using letters and/or numbers for a campaign (collection of line items)

Title of the campaign (line item(s) or package)

Advertisement improvements around a campaign (line item information)

Revisions created during a live campaign for performance improvements

Status of the line items running in a live campaign

Description of the overall line item information

Basis calculates with capped values. Media and ad serving spend are capped separately in Analytics.

Basis Capping for Line Items in Analytics:

Media spend is capped on the net value under the Costs column in Overview Planning

Ad serving spend is capped on the ad serving value under the Costs column in Overview Planning

Basis displays uncapped values for dynamic rates in Analytics. The value appears under the Actual column under the spend value.

Basis Technologies as Programmatic Vendor

Type of ad product or service for a vendor/property and brand

Band of similar content

In Basis, the ad buy type includes Direct, Search, Social, and DSP channels.

Selection for HTML5 creative

Entire Ad Clickable: A single clickable area covers the entire creative

Query String Parameter: The destination URL for the ad is passed or declared with the DSP and is decided at runtime by the creative.

Count of ad clicks

Percentage (%) of impressions selected (clicked) by a user via a website

Calculated by dividing the number of clicks by the number of impressions

Number of clicks (billable, contracted, delivered) of a website within the campaign's date range

Billable is the total number of clicks for payment and accounting of the campaign.

Basis displays the Cost per Click (dollar amount).

Number of user selections (clicks) on a banner or ad automatically redirecting to the Web page

Number of click-through conversions on the delivery date after the user clicked an ad including the lookback window.

In-Flight: Click-through conversions occurred within the flight dates.

When a user has multiple impressions or clicks for the same ad, attribution for the conversion goes to the most recent impression or click.

Also known as CTC

Entity or organization requesting, hiring, and paying a buyer promoting the content on their behalf of a digital campaign

Also known as Brand, Agency, Organization

Entity confirmation of the campaign and payment

Also known as media buy authorization (MBA)

Basis vendor members associated to a campaign

Also known as the team of people assigned to a campaign.

The vendor Collaborators receive notifications and messages for the campaign in their activity feed.

Internet analytics company providing data to agencies and publishers

Campaigns finished through the end date

Percentage of the completed days based on the campaign duration

Person exposed to an ad.

Also known as audience, customer, viewer, target, and user

Person representing an entity or associating with a buyer and a vendor

Detailed information about the person representing an entity, that is, organization, and so on.

Examples of contacts include Vendor Contact, Vendor User, Buyer, Vendor, and User.

Form of advertising focus based on a primary group of people aimed with a similar appeal on websites.

Also known as Semantic Targeting

Approved agreement between parties including quantity, fees, dates, etc.

Also known as Insertion Order (IO) Acceptance or Confirmed,

Campaigns with accepted insertion orders and/or campaign

Campaign line item details under the agreed insertion order or accepted media plan

Contracted values appear in Analytics under the CONTRACT column

Also known as Ordered, Accepted, and Confirmed

Formal agreement with the price goal for media costs based on the insertion order

Formal agreement (accepted IO) with the price goal for media, ad serving, etc. based on the insertion order

Total amount charged based on the insertion order

Flat rate is a single unit vs. the number of impressions. Billable is the total number of impressions. (CPM divided by 1000 (CPM/1000) for payment and accounting.)

Number of total conversions on the delivery date

Occurs when a click on an ad leads to immediate valuable behavior or action, such as purchase, sign up, and page view.

Conversion time is the length allowed to impact a consumer, that is, click or view through.

Total conversions rate represents the percentage of visitor taking deliverable action in a reporting period.

Based on the lookback window, the click or impression may have been delivered the previous day.

Piece of data information stored on a Web browser identifying the user's activity, visits, and sessions.

Also known as Cookie Data

Contact Type in Basis

Contacts described as Corporate type have the ability to sell all properties under the vendor.

Value or price of advertising products and services

Cost Types:  Media and Gross

(Total client value or price of advertising products and services based on the insertion order)

Cost Per Action (or Activity)

Value or price of advertising based on the action

1 Action  = 1 Impression

Also known as Cost per Download (CPD), Cost per Install (CPI), and Cost per Call (CPC)

eCPA = Effective cost per action (conversion) based on spent budget

CPA Click Conversions - Actual delivered click action conversions

Cost per Action View Conversions - Actual delivered view action conversions

Cost Per Click

Value or price of advertising based on the number of clicks received.

eCPC = Effective cost per click based on spent budget

Cost per Call

Charge for every successful phone call

Cost Per Completed View

Value or price of full transmitted content

eCPCV=Effective cost per completed view based on spent budget

Cost per Lead

Pricing model for online advertising

Also known as Online Lead Generation

Cost-Per-Thousand (Roman numeral "M" is the representation of 1000 Impressions) - Value or price of impressions (ad on a Web browser)

Common industry standard for pricing model in buying ads in multiple mediums

Also known as Cost per Impression (CPI)

For Basis, the Observed CPM is the average value from yesterday.

CPM is the estimate you order on a click, not a specified number. The media costs have a 1000 click capacity. When the campaign has 1100 clicks, the ad serving is not capped. 

eCPM – Effective cost of placements on a proposal (includes "added value") inventory based on spent budget

Media eCPM - Effective CPM for media excluding media cost

Data eCPM - Effective CPM for data only

eCPM is typically confirmed with the client before the start of a campaign.

Cost per video

Value or price of started/watched content

eCPV – Effective cost per view based on spent budget

Cost Per Viewable Impressions

Value or price of downloaded content

eCPVI – Effective cost per 1000 viewable impressions based on spent budget

Graphical ad placement, such as image or video file

Label or description of the ad classification generated by the ad server

Unique creative identification code generated from the inventory source

Method of testing or predicting the effectiveness of a creative for a specific ad placement

User's unique number across multiple devices (tablets, cell phones)

Comma-separated values or character-separated values in plain text format

Also known as .csv

Campaign To Date

Click-Through Rate - Ratio of the views vs actual clicks

Percentage of user tracking reports to the ad server activity