Glossary of Native Ad Platform Terms

If you’re looking for definitions of key terms in Native Ad Platform, you’ll find them in this alphabetical listing.

A - B - C - D - E - F - G - H - I - K - L - M - N - P - R - S - T - V - W - Z

A

Term

Definition

Ad date created

Ad creation date.

Ad date modified

Date of most recent advertiser modification to the ad.

Ad description

The description of the ad that will be shown to the user. This field supports keyword insertion. Max length is 150 characters

Ad display URL

The user-friendly URL that is displayed to the user.

Ad extension address

The address associated with the ad extension. Applies to call extensions.

Ad extension clicks

The clicks garnered from ad extensions.

Ad extension conversions

The conversions garnered from ad extensions.

Ad Extension ID

The ID of the ad extension.

Ad extension impressions

The impressions garnered from ad extensions.

Ad Extension Parent Type

The parent type of the ad extension.

Ad extension phone number

The phone number associated with the ad extension. Applies to call extensions.

Ad extension spend

Spend as a result of the ad extension.

Ad extension title

The title of the ad extension. Populated only for sitelinks.

Ad Extension Type

The type of the ad extension.

Ad format

The format of the ad unit.

Ad group

A set of ads and related keywords within a campaign. The ads can be displayed to prospective customers searching for or viewing content related to your keywords and/or ads. You can apply a default ad group bid to all keywords in an ad group or set custom bids for individual keywords.

Ad Group date created

The creation date of the ad group.

Ad Group date modified

The date the ad group was last modified.

Ad Group ID

The ID of the ad group.

Ad Group Name

The name given to a specific ad group.

Ad Group Status

The status of the ad group.

Ad group tracking URL

The 3rd party tracking URL utilized to track activity on the ad.

Ad ID

The ID of the ad.

Ad image

Image utilized in ad unit.

Ad image URL

The URL of the (uploaded thumbnail) image.

Ad landing URL

The URL where the user was redirected to upon clicking the ad.

Ad sponsored by

The text shown against the sponsored by label in the ad.

Ad Status

The status of the ad unit.

Ad Title

The title given to the ad.

Advertiser Currency

The local currency used by the advertiser.

Advertiser Date Created

Creation date of the advertiser.

Advertiser Date Modified

Date of the most recent advertiser modification.

Advertiser ID

The ID of the account associated with the ad group.

Advertiser Name

The name of the advertiser.

Advertiser Status

Status of the advertiser in relation to being live for serving.

Advertiser Timezone

The timezone of the advertiser.

Age

The age range of the user, bucketed into specific age range categories.

Analytics tool

Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. There are several tools that allow users to compile and analyze this data. This type of data is commonly used to track and assess marketing campaigns.

Audience ID

The IDs associated with the specific audience type. There are 3 types of audiences: General interests, custom audiences, and custom segments.

Audience Name

Name given to the specific audience.

Audience Status

Status of audience targeting.

Audience Type

Type of Audience target.

Auto-reload

Option to set automatic payments for a campaign. When the campaign runs out of funds the advertiser gets charged again automatically and the campaign keeps running. For example: Turn on auto-reload so you never have to worry about running out of funds!

Average CPC

The average cost per click over the selected time frame.

Average CPI

The average cost per install value.

Average CPM

The average cost per thousand impressions.

Average Video % shown

The average percent of the video shown.

Average Position

The average position of the ad unit.

B

Term

Definition

Bid

The maximum amount that you are willing to pay for a click (CPC) or for 1000 impressions (CPM).

Bid estimation

The expected amount of a bid prior to an auction.

Bidded Match Type

The keyword bidded match type.

Bidding strategy

The way you calculate a bid in an ad auction. It can mean bidding a flat CPM or bidding a variable price based on past click through or conversion rates.

Blacklist

A list of URLs that are absolutely prohibited as ad inventory on the platform for quality control reasons. For example: Blacklist/whitelist IDs can contain only numerical values. Place one ID per line.

Brand

The brand offer put forth by the advertiser. This is the same value as the brand field in the product feed.

Budget

The budget given at the campaign level.

Budget type

Type of budget specified by the advertiser.

C

Term

Definition

Call to action text

Also known as CTA, usually a verb enticing users to take action, for example, Shop Now.

Campaign

A campaign contains one or more ad groups sharing the same budget, schedule, and targeting criteria. A campaign is typically created to support a particular marketing goal.

Campaign budget

The money for a campaign, specified in the currency of the account. In combination with the budget type field, this money is intended to be spent in total or on a daily basis, for a specified timeframe as indicated by the start date and end date of the campaign.

Campaign Date Created

Campaign creation date.

Campaign Date Modified

Date of most recent advertiser modification.

Campaign End Date

End date of the campaign.

Campaign ID

The ID of the campaign associated with the ad group.

Campaign Name

The name of the campaign (unique value).

Campaign Objective

The objective of the campaign as defined in the campaign settings. Also referred to as the campaign goal in.

Campaign Start Date

Start date of the campaign.

Campaign Status

The status of the campaign. Valid values include:

  • Active

  • Paused

City

The name of the user’s city.

City WOEID

The city ID given for a specific location.

Click Share

The click share of the advertiser within the marketplace, based on keyword level data.

Clicks

The number of clicks the ad receives.

Competition

The number of impressions divided by the number of bidded searches, measured as depth - high, medium or low.

Conversion device

The device user converted on when viewing an ad.

Conversion Share

The conversion share of the advertiser within the marketplace, based on keyword level data.

Conversion Tracking

The Native & Search tracking pixel ID.

Conversion value

The actual revenue/value associated with the conversion event. Provided by the user. This is the source of the derived metrics, ROAS.

Conversions

The total number of conversions; this includes both post-click and post-impression.

Cost per acquisition (CPA)

The cost of acquiring a conversion. The CPA is calculated as the total cost of online marketing activities divided by the number of conversions.

Cost per click (CPC)

The cost per click over the current base bid.

Cost per completed view (CPCV)

The price an advertiser pays every time a video ad runs through to completion; rather than paying for all impressions, some of which may have been stopped before completion, and advertiser only pays for ads that finished.

Cost per video view

Average cost per video view.

Country

Country origin of the user.

Country WOEID

The country ID given for a specific location.

Cost per install (CPI)

To use this option, you must integrate with one of our SDK options.

Click through rate (CTR)

The number of clicks received divided by the number of impressions generated. For example: An ad that is displayed 100 times and receives 25 clicks has a click-through rate of 0.25.

D

Term

Definition

Day

A reporting filter used when running a report: Hour, Day, Week Month.

Delivered Match Type

The delivered match type of the keyword.

Destination URL

The landing page URL where the user will be taken to when clicking on the ad.

Device

The device the user was on and captured by our reporting.

Device Type

Type of Device user was on during time of action or impression.

DMA

The DMA name of the user.

DMA WOEID

The DMA ID given for a specific location.

E

Term

Definition

Editorial guidelines

A set of guidelines that give advertisers direction for creating ads that will help provide a quality experience for users on the Yahoo network. Following the editorial guidelines is required in order for ads to be displayed by Yahoo Search Marketing.

End Date

The end date of the ad group.

F

Term

Definition

Frequency capping

Limiting how often a particular creative is served to a user. For example, no more than 3 times per 24 hours.

G

Term

Definition

Gender

The gender of the user who garnered the impression.

Geographic targeting

A type of audience targeting that is based on a user’s geographic location as defined by country, state, DMA or other marketing area, and custom geographical areas.

H

Term

Definition

Hour

A reporting filter used when running a report: Hour, Day, Week Month.

I

Term

Definition

Import

A bulk upload of campaigns, ads, or keywords into your account using a spreadsheet template.

Impression

One instance of an ad displayed on a webpage. Ad serving systems typically track impression statistics to help evaluate performance.

Impression share

The impression share of the advertiser within the marketplace, based on keyword level data.

Impression tracking URL

The 3rd party tracking URL utilized to track impressions.

Impressions

The number of views the ad receives.

In App Post Click Conversions

The total Post Click Conversions that occurred in the app after it was installed. These conversions occurred in the app, but were attributed to clicks made on an ad outside of the app. (7 day lookback window).

In App Post View Conversions

The total Post View Conversions that occurred in the app after it was installed. These conversions occurred in the app, but were attributed to impressions made on an ad outside of the app. (1 day lookback window).

Item

The ID of the advertiser offer made in the ad. This is also the same value as the ID field in the product feed.

K

Term

Definition

Keyword

The token or query. This is a word or phrase that relates to the products or services you wish to advertise. When prospective customers look for information related to your keywords, your ads may be displayed.

Keyword date created

Keyword creation date.

Keyword date modified

Date of most recent advertiser modification to the keyword.

Keyword ID

The ID of the keyword.

Keyword Landing URL

The keyword landing page URL.

Keyword Match type

The bidded keyword match type. Values can be:

  • NegativePhrase (for excluding a pair of keywords).

  • NegativeExact (for excluding the given keyword).

Keyword max bid

The maximum bid set forth for a keyword.

Keyword Param 1

The param1 value for the keyword.

Keyword Param 2

The param2 value for the keyword.

Keyword Param 3

The param3 value for the keyword.

Keyword Status

The status of keyword.

Keyword Value

The keyword, also known as token.

L

Term

Definition

Landing page

Page the user lands on from an ad.

Location

The location type of the user. Denotes if the user is located in a specific area or has the intent or interest in the area. Associated with the WOEID.

Location ID

The WOEID (Where on Earth ID) of the geographic locations (city, state, country, and DMA levels) to target (one per row). By default, if not specified, this will be set to 23424977 (United States).

M

Term

Definition

Max Bid

The maximum bid used during the selected time frame.

Month

A reporting filter used when running a report: Hour, Day, Week Month.

Mobile metric - Installs

View + click installs.

Mobile metric - Click in app conversion

Click through (click) based on in-app conversion event.

Mobile metric - In-app conversion

View + click in-app conversion.

Mobile metric - Cost/Click install

Cost (spend) divided by Click Installs (Click through (click) based on install conversion event).

Mobile metric - Cost/Click in-app conversion

Cost (spend) divided by Click in-app conversion. (Click through (click) based in-app conversion event).

Mobile metric - Cost/Post-install conversion

Cost (spend) divided by Post-install conversion. (View or click based install event that also drove an in-app conversion event).

Mobile metric - View in-app conversion

View-through (impression) based on in-app conversion event.

Mobile metric - View Installs

View-through (impression) based on install conversion event.

Mobile metric - Post-install conversion

View or click based on install event that also drove an in-app conversion event.

Mobile metric - Cost/Install

Cost (Spend) divided by Installs (view + click installs).

Mobile metric - Cost/In-app conversion

Cost (spend) divided by In-app conversion. (View + click in-app conversion).

Mobile metric - Click Installs

Click through (click) based on install conversion event.

N

Term

Definition

Native ad

Ads that have the look and feel of the content around it as well as are contextually and personally relevant to the user.

Native channel

Indicator attribute that flags the campaign as native.

Negative keyword

Search terms you may want to prevent from being used to match to the ads in your account. The excluded words feature lets you refine your matching by blocking words that you believe are not relevant to your products or services. This can help keep your ad relevant to searchers.

P

Term

Definition

Performance

The results of a given campaign or ad as measured by an analytics tool. Typical measures are CTR, impressions, and so on.

Pixel

A pixel is a code snippet that informs you when a user has taken an action on your website after viewing or engaging with one of your ads.

Post Click Conversions

A conversion that takes place after a user has clicked on the ad.

Post Impression Conversions

A conversion that takes place after a user has viewed the ad.

Post View conversions

A conversion that takes place after a users has viewed the ad.

Price type

The pricing model setup for payment of activity.

Pricing type

The pricing model setup for payment of activity. A method for calculating the cost for ad delivery. Valid types depend on whether ad delivery is guaranteed or non-guaranteed.

Product group ID

The ID of the product or product group (same as the offer group).

Product Type

The advertiser’s own categorization of the product. This is the same value as the product type in the advertiser’s product feed.

R

Term

Definition

Reseller ID

Specific ID utilized for our reseller business to locate specific advertisers.

Revenue model

The model used to run an ad placement. Valid models for transactions where no money is exchanged are internal barter or bonus. If money is exchanged, this column has a value of N/A or future booking.

Revenue share

The amount a buyer agrees to pay a seller as a function of generated revenue and pricing type. These terms are established at deal time and apply to subsequent orders subject to the deal.

ROAS

The Return On Ad Spend. This is calculated by the conversion value divided your ad spending.

Rule ID

The ID associated with the conversion rule.

Rule Name

The name associated with the conversion rule, defined by the user.

S

Term

Definition

Search

A word or phrase that is entered into a search engine to find information, products, or services online. Advertisers select and bid on keywords that are relevant to their products or services. An ad can appear in search results when people enter a search term related to a keyword.

Search Channel

Indicator attribute that flags the campaign as search.

Search Term

The keyword the user search for. Also called canon, token or query.

Segments

A distinct category of users or members of a target audience who can be identified based on the webpages they visit or actions they take.

Source

The source represents where traffic is coming from.

Spend

The monetary amount of activity the account has accrued. Denoted by advertiser’s currency and includes traffic quality adjustments, but not financial adjustments until Month-end accounting cycle.

Start Date

The start date of the ad group.

State

The State of the user.

State WOEID

The State ID given for a specific location.

T

Term

Definition

Third-party impression tracking

Tracking of ad impressions and clicks of an Advertiser’s ads that happen on Yahoo supply, by a party other than the Advertiser or Yahoo.

Total Conversions

Total conversions garnered (post click +post impression conversions).

Tumblr Engagement Rate

For Tumblr Campaigns, tracks the percentage of time that an Impression lead to an Engagement, such as a Follow

Tumblr Engagements

Count of total Engagements attributing to a Tumblr Campaign. Engagements are Follows, Reblogs, or Likes.

Tumblr Follow Rate

For Tumblr Campaigns, tracks the percentage of time that an Impression leads to a Follow.

Tumblr Follows

The number of Follows the Tumblr post received.

Tumblr Likes

The number of Likes the Tumblr post received.

Tumblr Paid Engagement Rate

For Tumblr Campaigns, tracks the percentage of time that an Impression lead to a Paid Engagement.

Tumblr Paid Engagements

For Tumblr Campaigns, tracks the number of Engagements that Advertisers were charged for.

Tumblr Reblog Rate

For Tumblr Campaigns, tracks the percentage of time that an Impression lead to a Reblog.

Tumblr Reblogs

The number of reblogs or shares the Tumblr post received.

V

Term

Definition

Video 100% Complete

Number of times the video played to 100% of its length.

Video 25% Complete

Number of times the video played to 25% of its length.

Video 50% Complete

Number of times the video played to 50% of its length.

Video 75% Complete

Number of times the video played to 75% of its length.

Video after 30 seconds view

The number of times the video played longer than 30 seconds.

Video Closed

The number of times the video was closed by the viewer.

Video Completes With Audio

The video completes 100% with audio ON.

Video Expands

The number of times the video was expanded.

Video Replays

The number of times the video was replayed once it completed.

Video Skipped

The number of times the video was skipped.

Video Starts

The total number of video starts.

Video Unmutes

The number of times the video is unmuted manually by the viewer.

Video Views

The total number of video views.

W

Term

Definition

Week

A reporting filter used when running a report: Hour, Day, Week Month.

Whitelist

A list of URLs that are approved as ad inventory on the platform.

WOE ID

The ID given to a specific location. This stands for Where On Earth.

WOE Name

The location name.

WOE Type

The type of WOE IDs available.

Z

Term

Definition

Zip

The zip code of the user.

Zip WOEID

The zip ID given for a specific location.