| Ad format |
The configuration determining how an ad is displayed on a website, in a mobile app, or in a video player in terms of behavior, shape, and size of the ad. |
| Advertiser |
An entity representing brands whose ads are served on publisher websites. Campaigns are always associated with an advertiser. |
| Alternative ID |
The user identifier provided by an alternative ID provider, without relying on cookies. |
| Alternative ID provider |
A third party service offering user identification technology that doesn't rely on cookies. Also referred to as "Universal ID providers" or "Extended ID providers". |
| Asynchronous reporting |
A type of reporting where fully processed data is returned, not real-time or preliminary data. |
| Auction floor |
The minimum bid price required for a bid to be considered in an auction. |
| Auction package |
An additional source of programmatic demand, bundling open auction inventory and predefined targeting criteria, curated by Equativ or other parties across multiple publishers. |
| Avails |
The number of available ad opportunities, based on the selected criteria. |
| Buyer seat |
A Demand-Side Platform (DSP) account that is mapped to a company in Maestro. It represents the ad-buying entity, such as an agency or advertiser, that will be bidding on ad inventory through a DSP. |
| Daily budget |
One of the delivery capping scenarios that sets a limit on the maximum sum that can be spent per day on the campaign. Once this daily budget is reached, the campaign will pause for the remainder of the day. |
| Daily units |
One of the delivery capping scenarios that sets a limit on the maximum number of units (impressions) that the campaign can deliver per day. Once this limit is reached, the campaign will pause for the remainder of the day. |
| Data marketplace |
An Equativ product in partnership with third-party vendors, offering various targeting options, including brand safety targeting, contextual targeting, or audience targeting. |
| Deal notification |
A monitoring tool to set up rules that trigger notifications sent in case of specific events, for example when a specific value of a KPI exceeds a defined threshold. |
| Instant Insights |
A reporting tool with data output in real time, used for inventory and campaign analytics. |
| Inventory Insights |
A tool within Maestro that provides availability estimations for deals and line items, based on the selected targeting criteria. |
| Instant Report Builder |
A reporting tool for detailed statistics, including predefined templates containing metrics and dimensions tailored to specific use cases. Reports can be scheduled and sent to e-mail adresses. |
| Margin |
The percentage retained by curators who create deals in Maestro. |
| Market bid ratio |
The ratio of the clearing price to the bid price. |
| Market floor |
A pricing model where no minimum price is set for a deal, allowing bids based on market demand. The recommended bid CPM is provided by Maestro. |
| Media buyer |
A generic term used to describe anyone buying inventory from Equativ's publishers, such as trading desks, advertisers, or agencies. |
| Media price |
The final amount paid to the publisher, after deduction of any applicable fees. |
| Median CPM |
The middle value of all CPMs for avails in a selected period. It shows the price at which half of the impressions were sold at a lower price and half at a higher price. |
| Meta-deal |
A "parent" deal that targets multiple "child" deals. Meta-deals simplify management by using a single meta-deal ID instead of multiple child deal IDs. |
| Overall budget |
One of the delivery capping scenarios that places a cap on the total spend during the entire duration of the campaign. The campaign stops, once this budget is reached. |
| Overall units |
One of the delivery capping scenarios that sets a limit on the maximum number of units (impressions) that can be delivered during the entire duration of the campaign. Once this limit is reached, the campaign stops. |
| Partner measurement script |
Scripts from third-party vendors used to measure ad performance, such as ad viewability. |
| Partner seat |
An account or seat in Maestro, representing a third-party partner involved in the ad supply chain. It allows the partner to collaborate on managing and distributing ad inventory. |
| Predicted video completion |
An estimate of how likely users are to view a video ad to the end, helping advertisers target audiences who are more likely to engage with video content. |
| Predicted viewability |
An estimate of how likely an ad will be viewable by end users. |
| Preferred deal |
A fixed-price deal with one or more buyers, previously called "direct deal". The buyers get priority access to eligible impressions at the agreed price. |
| Private auction |
A deal where only specific buyers can participate in the auction. |
| Programmatic guaranteed deal |
A fixed-price deal where the buyer commits to buy 100% of an impression volume. |
| Site list |
A collection of inventory—domains and apps—that can be included or excluded from deals or line items. |
| Targeting costs |
The additional costs associated with audience targeting and other targeting options, calculated on a CPM basis. |
| Third-party tag |
A piece of code used to serve creatives from an external source. |
| Trader |
A user role that allows for media planning as well as viewing and booking deals. The Trader role does not have the permission to manage other users. |
| Video completion rate |
The percentage of viewers who watch a video ad to the end, as opposed to skipping or closing it. |
