Key Terms and Concepts

Information or content (data) in a company and/or site

1st party data management is the manipulation of the content.

1x1 pixel of a transparent image inserted code in a creative

Usually a portable network graphic (png) or graphics interchange format (gif) image

Image appends to web content to track impressions or clicks.

Third Party Ad Server

Ad server tracks the delivery of the website placements

Basis supports associating directly to third party accounts.

Final agreement or confirmation of a campaign contract or insertion order between brand, buyer, and seller

Authorized status of insertion orders or campaign

Tasks and process relative to users, groups, billing, and permissions

Basis team members associated to a campaign, vendor, or property

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

The Basis account team receives notifications and messages for the campaign in their activity feed.

Number of actions (billed, contracted, or delivered) within a campaign

Options available for campaigns in Basis

Button on media plan page with selections for Manage, Export to, Download, etc.

Creative file

Also known as the abbreviation for advertisement

Unique ad identification code generated from the inventory source

Online advertising market for buyers and sellers

Property Type in Basis

Aggregation of ad space from sellers (vendors) matching with the buyers needs

Property Network type in Basis

Computing system delivering and tracking ads independent of the ad displayed on the website (Advertisement technology management)

Technology stores display ads and delivers to Web site visitors.

Basis currently supports Campaign Manager 360.

Also known as Ad serving

Advantage:

External vendor code (Maximum characters: 6)

Select Advantage ID on the directory vendor page

Select Advantage ad serving ID under the Setup Advantage Account page

Strata:

Strata unique vendor identification code

Vendor ID selection includes code, name, and type.

Total ad serving cost based on the billable or contracted rate and units within the campaign's date range

Rate charged for ad serving

Cost associated with hosting and serving ad units

Also known as ad server and ad serving fees

In Basis, Ad Serving is a specified ad server rate and calculated cost. The ad serving rate is rounded to 4 decimal points.

Dimensions of the ad placement (creative or pixel) or type in a campaign

Size of and ad by pixel displayed on a website (Width X Height (WxH))

Also known as size, dimensions

Snippet of software code inserted in the web page for tracking purposes

Basis provides ad tags for the delivery of a line item with ad servers.

Also known as placement, beacon, creative, tag, pixel, ad tag markup

Additional service related fees associated to a campaign beyond the media costs

Examples include brand study and in-house creatives.

Also known as line item and placement

Supplemental information to the Terms and Conditions

Modification of delivery, performance, billing, or payments

Applies to delivery and the associated costs

Ad servers may automatically adjust delivery information a few days after the first numbers provided each night. Users may also intentionally change the delivery amounts and/or decide to change that pays for the impressions.

Abbreviation for Administrator

System admins have different security permissions.

Client-direct organization as a buyer or the client of the buyer organization (Refer to Buyer.)

Client/brand of the buyer organization depends on the different advertisement scenarios.

Also known as Brand

Type of media ad source for purchase, such as Direct

Also known as channel, channel, inventory, inventory type

and buy type

Delivery and total client/brand costs  (appears as a row for each line item based on the calculation on the filter date)

Also known as Performance Report (Gross)

Delivery and vendor media costs (appears as a row for each line item based on the calculation on the filter date)

Also known as Performance Report (Net)

Issue with a line item or campaign

Tab used to track impressions, clicks, views, and conversions the success of a live campaign and export performance and financial results

Basis Analytics displays the campaign performance.

Final agreement of the line items between the buyer and seller for a media plan

Campaign did not go live

Ad data pieces or attributes

May include name, unit, such as impression, and file type, such as image file.

Target demographics based on the brand

Creative Format type for an ad placement

Playing compressed audio content immediately

Property Website type in Basis

Added Value

Free placement inventory that lowers the eCPM based on the proposal.

Types:  Imps

Basis plans Added Value Units (imps) under the Units column.

Quantity of units ready for use

Also known as Available Units

Vendors, Properties, and Contacts available to account team members in Basis

Created by system admin for all users

Basis Technologies as Programmatic Vendor

In Basis:

Min Bid: Lowest bid for an impression to achieve KPI.

Max Bid: Highest bid for an impression to achieve KPI.

Bid Step: The number of bid steps (up or down) during Optimization. The number is less than the Max Bid.

In Strata System, also known as an estimate (campaign) or quote.

Report output with the invoice details, that is, delivery report and update rounding, in Basis.

Contact details associated to the accounting receivable and payable, such as a separate billing address from the organization's address.

Synchronization or correction of differences of the invoice details

Average of Cost Per Thousand Impressions across sections

Entity or organization owner of goods, services, or range of products that represents the company

Also known as Client, Advertiser

Campaign objective by improving the client's recognition and identity

Research information impacting the advertising on a client/brand

Attempt to increase the brand identity, that is, image.

Total amount allocated for a campaign media plan

In Basis, the initiative, campaign, and media plan (line items) have a target budget configuration.

Approval from the brand allowing an organization to purchase placements from sellers (vendors)

Also know as Media Buy Authorization (MBA), Client Approval of a plan

Basis allows direct upload of the authorization as an attachment.

Type of media ad source for purchase, such as Direct

Also known as channel, channel, inventory, inventory type

and advertising channel

Organization interested in spending money on ads by reaching product or marketing objectives

Also: Contact, User, Advertiser, Individual

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)

Also known as campaign summary

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

Also known as campaign name - Title of the campaign (line item(s) or package)

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.

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) 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 Basis

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 an organization and a vendor

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

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, and so on, 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

Examples of types of CPA measurements include 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

Completed views

Also known as cmpl views, completed views, videos completed, video completes, video completions, vid cmp, and total completions

All delivery data (placement and applicable fields) separate by ad and day (appears as a line time by day, packages have separate lines for each placement) 

In the Analytics tab, the date range may be in the future (retrieving data form the day before) and change to the last update.

Gross spend based on the delivery for the day

At-a-glance view of campaign performance for your account team

The Dashboard displays different information based on the user type.

Latest delivery information from the ad server received from Basis

Also known as data thru in terms of date duration

Start Date - Beginning date (first day) and time of the live line item/campaign

End Date – Concluding date (last day) and time of the line item/campaign

In Basis reporting:

Start Date:

First day of the campaign based on the accepted insertion order (contracted) m/d/yyyy

For Add-ons: First day of the applied add-on and billed the next day

End Date:

Last day of the campaign based on the accepted insertion order (contracted) m/d/yyyy

For Add-ons: Last day of the applied add-on

Specified Dates - Specific range of days by selecting the date picker or entering the month, day, and year (MM/DD/YY)

Basis automatically adjusts the calculations per the date changes.

Dynamic Cost-Per-Thousand (Roman numeral "M" is the representation of 1000 Impressions)

Variable value or price of impressions (ad on a Web browser) with total cost based on the quantity

Dynamic Cost Per Click

Variable value or price of advertising based on the number of clicks received.

Dynamic Cost Per Completed Views (Only available under Video format)

Variable value or price of advertising based on the number of completed videos

Disable/deactivates an account and does not associate with the campaign data, etc. 

Also known as Remove

Data in Basis is archived and can be re-enabled, if needed.

Reported impressions, clicks, etc. for line items on a live campaign

Delivery percentage - Number of delivered units per the contracted amount

Date for each line item’s delivery captured in the viewed row (Report shows one row for one delivery date.)

Information about the advertisement, campaign, and media plan being purchased

Digital advertising reaching consumers outside the home

Dynamic media distributed across place-based network in venues allowing consumer engagement

Property/Network type in Basis

Dimensions of the ad placement (creative or pixel) or type in a campaign

Size of and ad by pixel displayed on a website (Width X Height (WxH))

Standard sizes:

Banner, such as 728 x 90

Big Box, such as 300 x 250

Square, such as 250 x 250

Also knows as ad size, size, placement pixel size, pixel size, sizes

Buyer negotiates directly with a vendor (seller) for a fixed price in purchasing ad space in Basis.

Collection of information about sellers (Vendors, Properties, Contacts, etc. ) available to buyers

In Basis, the Inventory Directory is a single location of along with Private Marketplace and Direct vendors including details, properties, contacts, terms & conditions, and payee information.

Also known as Inventory Directory

Manages Vendor, Property, and Contact records in Basis

Records created by a system administrator are Basis Provided.

Creative format type for an ad placement

Designated Market Area

Database of geographic areas in the United States measured The Nielsen Company for research purposes.

Group of websites (1 million+), videos, and apps with ads

Property Network type in Basis

Downloadable exports of performance summary of delivery information for the line items on the campaign in the data range

Basis provide daily and performance campaign reports.

Campaign objective by increasing website downloads

Campaign objective by increasing foot traffic at a location

Campaign objective by improving the volume of website orders

Campaign objective by increasing the direct call to the brand

Campaign objective by increasing website visitors

Demand Side Platform

Advertising option for buyers in purchasing inventory off exchanges while integrating audience data via Real Time Bidding (RTB)

Most commonly used by buyers and agencies for display, video, mobile, and search ads

Property Type in Basis

Unique identification code for each Basis DSP organization

Campaign length of time from beginning to end

Time a user first visits and exits an impression

The Score is based on the Dwell Time and Rate.

Dwell Time:  Length (engagement) of time on an impression

Dwell Rate:  Number of ad visits / Number of served impressions

Ad placement on a Web page in real-time by the user’s request

Allows multiple placements rotated through ad space(s) by availability

Custom ads using various images, text, and colors based on the campaign targets

Variable purchase price vs a pre-determined fixed cost

Price is determined via a real-time bidding/auction using negotiation based on multiple criteria.

In Basis, dynamic pricing is a rate type. Dynamic rate type is an option in media planning.

Also known as real-time bidding (RTB)

Edit link/icon allowing modifications to fields in Basis

Impressions with a supported creative format and tag type sent from the ad server

Eligible impressions (delivered) - Number of actual delivered impressions with a supported creative format and tag type sent from the ad server

Approved End Date = Latest line item end date on the last approved media plan in Basis

Contracted End Date = Latest line item end date on the last accepted IO for a vendor in Direct

Last day of the campaign (planning or live status)

Measuring the meaningful interactions between the consumer and the brand

Individual, organization, or company

Enterprise Resource Planning software, such as Advantage

Strata unique identification code for a campaign (10 character max)

After approval and export, the estimate ID is permanent.

Approximate number of impressions or clicks

Quantity is based on budget and estimated rate for the dynamic line items

Also known as est units

Approximate media amount based on the budget of a dynamic line item

Also know as est rate

Quantity or frequency of expandable banners

Number of panel expansions (expandable banners) including user and auto-initiated

Data flow over a network on a website

Delivery unit transmitted to the ad server

Basis supports ad serving and provides exporting the campaign details to ad servers by line item and placement data.

Status the line item traffic started in Basis

Report or summary output of data

Needs Export - Status of line item export not started in Basis

Specific rate amount

Adobe's vector-based rich media file format displaying interactive animations on a Web page

Pricing structure charging a single fixed cost, regardless of delivery

(Rate does not change with usage or time)

Types:  Imps, Views, and Cmpl Views

Multiple line items running a specific lengths of time on a campaign

Basis Direct indicates a flight (FLT) on a campaign.

FLT indicated the multiple flights in Basis.

Selection of data points in viewing information within the Planning or Analytics grid in Basis

Ad configuration type of media creative - Display, Video, Audio, Text, Interstitial

Total profit (or expense) spent on a line item

Total amount ($) of gain or loss based on the total (gross) spend of the line items minus the media costs.

Primary group of people in a specific location usually an advertising campaign aimed at the appeal

Also known as Geo-target

Information or areas available to all users

Client/brand objective and the reason of the investment in a campaign

In Basis:

Goal - Target amount

Goal Type - Target KPI category for the campaign.

Goal is specified up to 4 decimal points in Basis. The maximum goal value is 999 billion. (16 total digits including the 4 decimal points)

Google Ad Manager - tool to monetize content for connected TV, mobile pages, and apps

Also known as DoubleClick for Publishers, DoubleClick Ad Exchange

Google Ads - Full range of advertising capabilities by Google

Also known as Google Google Ads

Campaign Manager 360 - advertisement technology management (ad server)

Offers data delivery integration with the campaign plan

Also known as DoubleClick Manager, DoubleClick Search, Campaign Manager, Search Ads 360

Total amount of media, ad serving, and margin costs

Total amount (price), including media, ad serving, margin, fees, and so on, to an organization

Also known as Client Contracted Amount, Client Cost

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

Total rates the client/brand pays for the campaign including media, ad serving, and margin

Aggregated at the line item of the total gross spend

Also known as Total Spend, Total (Gross) Spend

Gross Rating Points

GRP = (Impressions / Universe Estimate) * 100

Aggregate total (sum) of ratings

Fixed buying method

Automated Guaranteed - Self-regulated purchase

Negotiated Guaranteed - Settle purchase

List of activities and changes of Vendors, Properties, and Campaigns in Basis

For example, "Contact added to account team".

Interactive Advertising Bureau

Dedicated to the growth of the interactive advertising marketplace

Sets guidelines and best practices for online advertising (www.iab.net).

Unique identification using letters and/or numbers for an entity

For example, Campaign ID

Online ad displayed and viewed by a visitor or on a Web page (billable, contracted, delivered, measurable)

Number of impressions (ad placements) delivered to any position on a page for any length of time

Eligible: Impressions sent to the ad server

Measurable: Impressions delivered, displayed, and viewed on the page, impacts the in view rate)

Also known as imps

In Basis:

Impression Threshold: The number of imps won before placements are turned off.

Total Eligible Impressions - Number of impressions that Basis DSP measures viewability.

In Basis, desktop and mobile web are available with eligible impressions in the DSP Optimize view.

Total Viewable Impressions - Pixalate's script determines if the impressions are viewable or not. (DSP Optimize)

Total Measured Impressions - Pixalate's script deems the impressions viewable. (DSP Optimize)

Abbreviation for number of impressions on the media plan (Refer to Impression.)

Data retrieved directly from the brand's location about the number of visitors

Improvement and increase of store business at a specific location

Tracks the number of viewable impression per total count

Rates may vary if the impressions are viewed.

Percentage of the number of displaying the ad on the site

Number of impressions where viewability was measurable

Also known as In-View, In-view

Campaign object by analyzing the sales of a brand and competition along recommending KPI fit

Campaign details of a marketing strategy including brand, budget, duration, and performance in Basis

Encompasses similar efforts by the preceding client for the respective brand

Include analysis and track progress across the campaign duration

Initiative is the high level of the campaign specifics and objectives. The initiative may be the same as the campaign name.

Specifics of the campaign in Basis including the following:

Name, Brand, Verticals, Start/End Dates, Budget information

Number of expanded or engaged impressions (delivered)

1 expansion = 1 impression

Interaction Time: Number of days in a specific date range

Online ad between websites

Creative format type for an ad placement

Also known as Transition Ad, Intermercial Ad, Splash page

Number of units (advertising space) available on website

Total Inventory (units):  Number of impression available at a specified time

Contracted Inventory (units):  Number of impressions purchased

Inventory (units) Availability:  Number of impressions available for purchase

Type in Basis:  Rate Type, Quantity, Available, Total, SOV

Also known as Inventory Catalog(s), units

Type of ad space or organizations, such as Campaign Manager 360

In Basis, the inventory source retrieves aggregated and specified data including information not visible in the Platform during Creative Performance Reports.

Also known as exchanges, networks, publishers, delivery source, source

Insertion Order

Purchase order between a seller (vendor) of interactive advertising and a buyer (organization)

Also known as Contract

Internet Protocol Television

Internet Service Provider

Company provides access to the internet via a phone line, cable, fiber optics, or satellite.

Key Performance Indicator

Measurement or metric of the marketing advertisement strategy

Website displaying the ad impression

Time duration of the most recent stored change by a user in Basis

When multiple users modify a plan simultaneously, Basis stores the most recent, saved change. The last user to save a change to the media plan overrides the previous changes. The media plan reflects the "Last saved" by time.

Overall details (goals and strategy), process, purchase, and delivery of an ad

Line item captures the media details being purchased along with the buy method. After line item approval, Basis measures performance and contract fulfillment. Line items also allow modifications throughout the campaign.

Targeting parameters and budget that apples to multiple sites, domains, and/or placements for Basis DSP

Also known as tactic, placement, package, segment, campaign, plan

Unique identification code created by Basis.

The line item ID is only visible in Creative Performance report.

Link icon indicates mapped delivery in Basis.

Targeting new customers similar to existing brands

Time after viewing or clicking on an ad and the user performs a completed action

The completed action is required to count as a conversion.

Number of times an out-of-banner ads concluded by a user

Location service for mobile and web applications available in Basis, such as Hyperlocal

Mapbox Attribution

Associating delivery information to the sources

Ad server delivery data of all placements allowing break down by units, such as placement size

Variable upcharge usually by percentage (%) of normal cost

Actual margin is the percentage (%) of gain or loss based on the total (gross) spend of the line items minus the media cost.

Also known as Margin Rate or Cost

Billable upcharge amount added to the gross cost

In Basis, the margin field is found under the Rates column in Planning.

Area or location of the target audience

Demographics by location

Variable upcharge to the final cost

Markup percentage (%) is based on the difference between the actual cost and the rate cost (selling price).

Billable upcharge amount added to the media rate

In Basis, the markup field is found under the Rates column in Planning.

Report in a single file including all payment information for all vendors for a specific period of time

Successful impression delivery with an ad tag

Successful impression confirms the media delivery to the page and contains viewability information.

Multidimensional Expression Language

In Basis Insights, the MDX formulas are available under the metric name details. The MDX formula appears in creating custom calculations.

Outline of initial marketing objectives from brand

(Refer to RFP.)

Proposed purchase for ad placements

Approved media buy is known as a Media Buy Authorization (MBA).

Also known as Proposal

Net cost (amount) of media agreed upon in insertion order

Also known as Media Contracted Amount, Net Cost, Contracted Cost

Proposal including add-ons, channels, properties, vendors, and line items for meeting the campaign objectives

Media plan allows research, negotiation, and proposals to the buyer

Also known as campaign plan, versions, and orders

Downloadable export in CSV format including the line items, media costs, etc. from a campaign in Basis

In Basis, the Download Media Plan in Planning:

Gross Total Cost

Gross Media & Added Costs

Net Media Cost media plan

Net Media & Added Costs media plan

Amount (price) charged for placement cost prior to additional fees, such as ad server cost

Also known as Net Rate

Content description of a Property detail

Offline Property: Alternative, Business Journal, Campus, Magazine, Newspaper, Radio, Specialty, Television

Saving changes and updates of the line items in Basis within a proposal update

Clicking the Merge button in Basis saves (and accepts) the received updates along with any changes completed.

Communication center between collaborators in Basis

Also a visual icon on Basis

Information measurements calculated for live campaigns in Analytics

Restricted amount to pay for a specific duration

Platform type for an ad placement

Wireless network distributed over an area using a cellular site or base station

Third party network using text, graphics, or animated advertising on mobile websites and applications

Property Network type in Basis

Line Item options for planning and revisions:

-View

-Edit

-Proposals

Mobile Rich Media Ad Interface Definitions

Common API for mobile rich media ads that run on apps

Status of line item of ad serving export during a live campaign in Basis

Process from initial proposal to the vendor to the final contracted campaign Negotiations in Basis include communication and media plan proposals in creating the final campaign.

Amount charged to an organization (on behalf of a brand) for media placement

Also known as media

Cloud-based business management software service

Connected organizations and companies with associated channels

Property type in Basis - Organization that pre-purchased ad inventory from a specific group and selling as a single source

Network includes associated brands and buyers creating a specific group of vendors. The network with the collection of vendors purchases a percentage of ad space and sells the inventory.

Campaign objective of an arrival of new content or service

Arrival of the new product analyzes a number of possible KPIs including increasing the brand awareness

Campaign event updates within Basis

Displays the quantity and summary of the new update Notifications on the Basis toolbar

KPI Campaign goals including strategy, budget, duration, and target

In Basis, the objectives and KPIs represent as part of the campaign goals.

(Refer to Goal.)

Products, content, and services for payment

Property (inventory space) not online

Combination of online and offline ad buys

Pacing - On Schedule Indicator % : Actual total spend compared to the projected spend-to-date. The percentage assumes an even delivery through the line item and projects the total budget based on the projected spend.

Introduction training including new or modified information

Platform type for an ad placement excluding tablet, mobile, web browser

Online Publishers Association

Trade association representing a segment of online publishers (www.online-publishers.org)

Units scheduled for purchasing based on the insertion order

Buying method for inventory such as Google Ads or Facebook

In Basis:

Apply automatic bid and status optimizations at the domain or placement level.

Clause in an underwriting agreement allows cancellation for specified reasons without penalty.

Excessive ads

Metric to monitor the speed of the actual delivery or spend relative to the target goals based on time (within the contracted date range) and budget with a goal at 100%

Represented by percentage (%)

Pacing in Basis:

Over pacing: Delivering more than what is purchased before the end date. (Delivery is too fast.) An over pacing alert appears >110%.

Pacing >110% = Net Cost X ((1-pacing) X -1)

Under pacing: Delivery is too slow. Delivering less than what is purchased before the end date. (Delivery is too slow and may be an estimated loss.) An under pacing alert appears <90%.

Pacing <90% =Net Cost X ((1-pacing) X -1)

Pacing - Predictive Schedule Indicator % : Actual total spend and the projected (expected) spend. The future spend includes yesterday's delivery and total spend as the indicator of a line items. (Includes flights and groups)

Line Item with multiple ad placements with different sizes

Number of a user's browser requests and downloads a website

Highest level of organization hierarchy with child subsidiaries

Parent companies own multiple organizations and oversee their operations including the selling of the ad inventory.

Vendor Type in Basis - Highest level of an organization hierarchy with companies underneath selling ad inventory

Organization receiving (payment) money for purchases

Refer to Addenda along with Terms and Conditions.

Status of the delivery for a live campaign in relationship to the target objective and goal

Status of an insertion order submitted to a vendor with buyer waiting for a response

Advertising model based on paying a set of agreed upon goal criteria, such as CPA, CPC, and CPL

Picture (image) element (single illuminated dot) on a website tracking the user location and ad delivery analytics

The metric used to indicate the size of Internet ads.

Also known as Tags or Beacons

In Basis the contact number information includes the following:

Phone number (including country code if applicable), extension, and contact type (3 maximum)

Online advertisement space

Also known as line item name, line item, ad, ad size, package, creative, segment, container

Unique placement identification code generated from the inventory source

Tool defining and creating the proposals and line items for meeting the campaign details along with negotiation, purchasing, and tracking across the buying methods

Refer to Media Plan.

Mode in Basis for creating and proposing campaign and line items

Campaigns in development (Initial media plan, RFP, and proposal updates)

Digital ad type (Mobile, Tablet, Web Browser, Other)

Also known as Ad Class

Website starting point for a user's session

Point of View

Pay per Call

Vendor information including organization's details and contacts

Duration of the campaign from actual start date to date

In Basis:

Actual Start Date = First day Basis receives delivery greater than zero for any delivery metric within the contracted flight range

Progress = the lesser of 1.0 or (Days since date of first in-flight delivery / (Contracted end date – date of first in-flight delivery + 1))

The +1 day allows the end date in the number of days.

Purchases of guaranteed ad using a fixed rate

Guaranteed advertising buy with fixed rates

Guaranteed advertising using real-time bidding

Projected Balance

Future estimate or prediction of the planned purchasing goals after IO acceptance

The proj balance total appears on the Dashboard under Budget and campaign Analytics under Billing.

Over spending: Pacing is greater than 100%.

Under spending: Pacing is less than 100%.

Generic term for inventory (advertising space) available for sale, such as website and network.

In Basis, the property is also known as the site name.

Property associates with a Vendor.

Also known as Site, Publisher

Ad inventory in Basis include Website, Network, DSP, or Ad Exchange. Selecting the Property Type provides a Subproperty. The subproperty Type provides more specified types for Website and Network. For example, a Property Type can be a Website, and a Website Type can be a Web Publisher

Suggested set of media plans (line item/placements) between buyer and seller for a campaign in Basis

Also known as Media Buy, media plan, Update, proposal update

Seller and owner of a propert(ies)

Also known as: Website, Seller, Vendor, Site

Inventory (units) on a website

Cost measurement by quantity of frequency

Est. Rate = Estimated cost measurement by quantity of frequency

List of advertising prices and products and packages offered by a company

Online ad space type rate (clicks, impressions, views, or actions) per the ordered units of the campaign (cost measurement)

The “units” depend on the Ordered Units Rate Type selection. This value applies to the line item in the entire contract, while some values in a row in the Daily Delivery report applies only to a single day.

Dynamic rate types are estimates for rates and contracted units.

For Add-ons: Flat

KPI examples include CPM, CPC, CPA, CPVI, Flat imps, AV Imps, etc.

Cost measurement by quantity of frequency, that is, eCPM.

Effective Rate:  Comparing the same cost model between ads, placements, sites, or campaigns, relative to performance between them, comparing different cost models influence decisions for future campaigns.

Rates are not rounded and specified up to 8 decimal points. Basis will only display the first 4 decimal points.

Campaign objective by increasing the number of new consumers

Measured by the total number of unique visitors on a website over a time period

Status of an insertion order refused by the vendor

Number of requests (RFPs, IOs, and revisions) to a vendor on the Basis Dashboard

Available impressions from a seller

Remnant inventory refers to the leftover placements currently unable to sell.

This inventory is usually uncommon content or  "below the fold" on the page. The remnant inventory may be sold blindly and in bundles for discounted price on ad exchanges.

Vendor Type in Basis - Organization selling ad inventory in behalf of a parent company

The rep firm does not pre-purchase or own inventory.

Modification or re-focus of primary audience

Total income received by sales activities, that is, View or Click-through Revenue.

Also known as earnings

Calculated per Floodlight activities

View-Through Conversion Revenue - Click-through conversion revenue: revenue associated with click-through conversions

Also known as VTC Revenue

Click-Through Conversion Revenue - View-through conversion revenue: revenue associated with view-through conversions

Also known as CTC Revenue

Total Revenue - Revenue associated with all conversions

Total RPM - Combined revenue per million

Contract or insertion order (IO) changes impacting the original line items on an approved plan.

Revised IOs withdraw an existing insertion order.

Request For Proposal

Communication between the buyer and seller about the campaign goals, target, and budget

Invitation to the seller/vendor from a buyer/organization requesting a campaign proposal

Also known as Media Brief, RFA (Request for Approval)

Type of website advertising using technology, that is, HTML and Adobe Flash.

Premium 100% share-of-voice rotation typically for one day or one week

Purchase of all available ad space for a duration

Return on Ad Spend

Ratio of revenue generated to the amount spent on advertising

Return On Investment

Profit by percentage of advertising costs

Run of Network

Ad scheduled running across network sites

Run of Sites

Ad scheduled running across site (all sections)

Scheduling ads with banners rotating on a page at refreshing or reloading

Export data rounds to the next penny for total amount

Rates are not rounded and specified up to 8 decimal points in Basis.

Basis stores rate and cost data to 8 decimal points. The user has the ability to enter the 8 decimal points. Based on the Platform views and reports, the user may see 2-4 decimal points. Tooltips are available to display the full 8 points.

The calculations for billing reflect the dollar amounts up to the penny, or 2 decimal points. For example, if the value is 10,000.01, the displayed and billed amount is $10,000. The calculations for percentages reflect the amount up to 4 decimal points.

Real Time Bidding

Automated system of buying an impression on a live auction

Also known as dynamic pricing

Software-as-a-Service

Buyer negotiates directly with a vendor (seller) for a fixed price in purchasing ad space in Basis using a social channel, such as Facebook.

Also known as Search Engine

Program seeking and identifying websites based on keywords or characters

Property Website type in Basis

Entity selling (exchange for money) the inventory on the property (content and services) and receiving payment through various channels

Examples of sellers include External Publisher, Vendor, and Site

Search Engine Marketing

Form of marketing that seeks website promotions by increasing the visibility in the search engine result pages

Analytics or ad serving entity type including contact information, ad platforms, and formats

Location or Web page of the advertisement

(Refer to Seller.)

Direct advertising on a Web page

Site-direct ad inventory is purchased directly for the specific website.

Vendor Type in Basis - Organization with a single website selling direct ad inventory through a sales staff

Dimensions of the ad placement (creative or pixel) or type in a campaign

Size of and ad by pixel displayed on a website (Width X Height (WxH))

Buyer negotiates directly with a vendor (seller) for a fixed price in purchasing ad space in Basis using a social channel, such as Google Ads.

Also known as Social Media Network

Type of electronic communication by sharing information, ideas, personal messages, and miscellaneous content using websites

Operating system leveraging the power of social connectivity in distributing applications

Property Website type in Basis

Share of Voice

Percentage (%) of traffic in a particular area of the site for the brand's ads

Total client amount charged for the billed units to date

Media Spend is also known as net spend. Net amount of billed media, also known as media cost or spend. Billable is the total dollar amount for payment and accounting with a campaign's date range.

Data Spend = Amount charged (fee) on audience data

Sum of data cost (Group/Tactics in DSP) and excludes margin

Media Spend in DSP includes tech fees.

Ad serving spend is the total amount ($) spent on delivered impressions.

Program automatically fetches Web pages

Results feed pages to search engines.

Sponsorship represents custom content and/or experiences created for a buyer

(May include ad unit)

Supply Side Platform

Automated yield management (selling) platform using algorithms in finding the highest bid for an available impression

Approved Start Date = Earliest line item start date on the last approved media plan in Basis

Contracted Start Date = Earliest line item start date on the last accepted IO for a vendor in Direct

Actual Start Date = First day of the campaign (planning or live status)

Condition or stage of a campaign in Basis

Planning, Approved (Accepted), Live, Completed, or Archived.

Deprecated or deactivated of an entity

Workflow of deactivating or removal of an item

For example, a change in ownership when an organization buys another

Continuous advertising after the initial launch

Basis administrator with full security permissions

Platform type for an ad placement

Coded pixel tracking the user's website visits

Retrieval of the code and displays the ad unit from a remote location

Basis integrated tag types: ad tag, tracking pixel, VAST ad tag, VAST tracking

HTML code that shows the ad, generally using a third-party ad server. You might receive the code from an agency or generate it yourself using a tool provided by the ad server.

Primary audience in an advertising campaign aimed at a specific appeal

Focus on a specific audience of a demographic

Amount client spent based on the number of units delivered in a campaign's data range

Unique identification number for Internal Revenue Service (IRS) purposes

Details of the contract accompanying an Insertion Order between the buyer and seller

Refer to IAB for voluntary guidelines for standard terms & conditions for Internet advertising for media buys.

Creative format type for an ad placement

Comprehensive amount charged for media placement and additional fees, such as ad serving, margin, and so on

Notes:

• Campaign (planning)totals are an estimate.
• Analytics totals are actual quantities.
• Package totals describe the performance.

Conversions after an impression delivered to the user's browser independent whether or not the user clicks the ad (usually for a specific duration)

Comprehensive amount of purchases on the campaign based on billable delivery

Also known as Total Net Spend, total (net) spend, Media Spend): Total Gross Spend, total (gross spend), Gross Spend

Embedded code (pixel) following (tracking) impressions

Basis provides the delivery information of a line item.

Representatives monitoring line item traffic

Trustworthy Accountability Group

http://tagtoday.net/

Property classification in Basis - Website, Network, DSP, or Ad Exchange

Vendor classification in Basis - Site-direct, Parent Company, Network, or Rep Firm

Also known as Media Type

Ultra-High Definition

Unique individual accessing a site regardless the number of times during a specified time

Also known as Unique User

Online advertising space as ordered, estimated, or contracted quantities

Units are billable, contracted, or delivered based on the status of the campaign insertion order in Basis.

Referenced as Available, Ordered, etc. in terms of inventory in Basis

Also known as Ad Units, clicks, impressions, views, actions, ordered units, inventory

Total Units = Number of units (clicks, impressions, views, or actions) delivered

Est. Total Units = Estimated number of total units delivered.

Global or industry standard or reference

Total population of audience being measured

Inventory (units) available for purchase

Inventory (units) not purchased (amount) in a campaign (to date) based on the billable delivery

Contact person

Contact Type of Role in Basis – user (buyer or vendor)

Contact information in Basis is under User Settings. Status includes active, inactive (deactivated), pending (invite sent only), or canceled.

Also known as account member, account user, account team member (organization), collaborator (vendor)

Universally Unique Identifier

Video Ad Serving Template

Basis displays VAST ad tag (default for audio and video format) as tag types.

Entity or organization selling and offering products, content, and services for payment

In a vendor and property relationship, a vendor sells the properties.

(Refer to Seller.)

Summary of individual delivery reports for each vendor a specified period of time

Catalog of sellers (Vendors/Properties) with contact information

Third-party unique vendor identification code

Advantage:

External vendor code (Maximum characters: 6)

Select Advantage ID on the directory vendor page

Select Advantage ad serving ID under the Setup Advantage Account page

Strata:

Strata unique vendor identification code

Vendor ID selection includes code, name, and type.

Proposals between the buyer and seller

Report of an individual campaign report in Basis.

Vendor Performance alerts are available in campaign analytics.

Third party confirmation of a specific target research

Also known as ad verification

Market or category type for a vendor/property and brand

Verticals are based on Google's sellers.

Brand sub vertical is an available level lower classification with more specifics.

Video Completions

Number of video completions

Also known as completed views, completed videos

Number of videos displayed to endpoint

Restarting and skipping does not count. Viewers must watch the complete message.

Also known as video completes, video views, views, completed, viewed

Number of video completions by percentage

Vid 25% Complete - Number of video plays that reach 25% completed

Vid 50% - Number of video plays that reach 50% completed

Vid 75% - Number of video plays that reach 75% completed

Vid 100% - Number of video plays that reach 100% completed

Video Starts (Started)

Number of video starts and delivered

1 video play = 1 impression (Number of started videos (delivered))

Number of impressions for a played video clip

Also known as views starts, views started, vid start, video views, views, started, starts, viewed

Creative Format type for an ad placement

Third party publishing video content on mobile websites and applications

Property Network type in Basis

Playing compressed video content immediately

Property Website type in Basis

Details of a campaign based on Gross or Net rate in Basis.

Number of total conversions after Viewable Impression were delivered

When a user clicks an ad, any conversions are Click-through Conversions. They are not View-through Conversions. (Conversions are not double counted.)

Number of views selected by the user

The definition of delivered views are based on the third-party organization.

Delivery

Facebook "3-sec video views": Number of times a video is watched for an aggregate of at least 3 seconds or video completion.

Google Ads "views": Number of times a video is watched for 30 seconds or video completion. (views)

Number of ad videos viewed (watched or ran)

Also known as video views, impressions

Video Views - Number of ad videos viewed (watched or ran)

Tracking the impressions seen by users

Impressions visible to end users (contracted or delivered)

An impression is viewable if more than 50% of the creative is visible on the screen (above the fold) for more than 1 second for display ads or 2 seconds for video ads.

Individual or browser that accesses a website, that is, unique visitors.

Viewable representation of data

Video Player-Ad Interface Definition

Interface between video players and ads

Viewable Impressions

Wireless Application Protocol display advertisement

Platform type for an ad placement

Also known as Desktop

Software program or application for creating Web pages

Property Website type in Basis

Property browser page (site)

Property type in Basis

Status of an Insertion Order (IO)

An IO with a withdrawn status is replaced by a revised (new) IO.

Step-by-step progression or framework of purchasing online advertising

Extensible Markup Language

Designed to store and transfer date read by humans and machines