| 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. |
| Ad request |
A request sent from a web page, video player, or app to an ad server to fetch an ad to be displayed. |
| Ad type |
The impression type (Display, In-stream video, Native, Out-stream video, Audio) and the environment (Web, App, Addressable TV). The ad type determines the available placements and creative templates. |
| Ads.txt control center |
A tool that scans publisher websites/apps for ads.txt/app-ads.txt implementation errors. Detected errors include "Ads.txt not found", "Bad media type", or "Bad content". |
| Advertiser |
An entity representing brands whose ads are served on publisher websites. Campaigns are always associated with an advertiser. |
| Agency |
An entity acting on behalf of 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. |
| Bid rate |
The ratio of bids to bid requests. |
| Buyer insights |
A tool used to compare buyer behavior in the customer's network with the buyer behavior in the entire market. |
| 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. |
| Caller |
The vendor whose wrapper sends bid requests to Equativ in server side bidding. Examples include Adhese, Amazon, and Google. |
| Click pixel |
A pixel used to count clicks without redirection to an advertiser page. |
| Client-side header bidding |
A bidding method that is done client-side: SSPs are called directly from the publisher’s page in the browser, often resulting in higher latency and more control over inventory, compared to server-side bidding. |
| Creative library |
A repository where previously added creatives are stored for reuse. |
| Creative rotation |
The process of cycling through multiple creatives within the same format, according to predefined rules. |
| Creative template editor |
A tool used to create, manage, and edit custom creative templates, which determine the behavior, shape, and size of an ad. |
| Currency fee |
A 2.5% fee applied by Equativ when the network currency differs from the demand partner’s currency in open auctions. The currency fee mitigates the risk of currency fluctuations impacting revenue payouts. |
| Custom creative templates |
A creative template that is created and managed by Equativ’s customers within their network. |
| Custom script |
The additional code served with a creative, such as a tracking script, or CSS rules. |
| Data marketplace |
An Equativ product in partnership with third-party vendors, offering various targeting options, including brand safety targeting, contextual targeting, or audience targeting. |
| Delivery chart |
A chart showing past and forecast delivery data, allowing for analysis and troubleshooting of an insertion's delivery behavior. |
| Delivery mode |
The way the goal volume of an insertion or campaign is delivered over the insertion/campaign time frame. The "even" delivery mode balances delivery based on insertion/campaign criteria and traffic availability. The "as soon as possible" delivery mode delivers continuously, until the goal or the end date is reached. |
| Delivery rate |
The ratio of impressions to winning bids. |
| Delivery rule |
A set of criteria applied to control the delivery of ads, such as blocking specific demand, or setting floor prices for different audiences and inventory. |
| Direct insertion |
An entity containing ads, including creatives, placements, a volume of impressions to be delivered, a time frame and targeting criteria. Insertions are organized in campaigns. |
| EIQI |
The Equativ Inventory Qualification Infrastructure (EIQI), Equativ’s global solution for contextual (semantic) targeting. |
| Eligible bids |
The bids that have not been filtered prior to competition and can participate in the auction. |
| EMP |
Equativ Monetization Platform, used to monetize inventory with Equativ ad server, Equativ SSP, or with other partners. |
| Environment |
The environment where an ad is displayed, such as Web, App, or Addressable TV. |
| Even |
A delivery mode, where an ad’s impression or click volume is delivered in a controlled way, evenly distributing the goal volume over the insertion time frame. |
| Exclusion |
An option ensuring that creatives from multiple insertions never appear together on the same page. |
| Forecast |
A tool used to estimate future inventory availability based on past traffic data. The forecast predicts how many impressions can be sold, while ensuring that existing insertions reach their goal volume. |
| Format |
An ad slot on a page for creatives to be served, for example "banner" or "skyscraper". Deprecated: use placements instead. |
| Frequency capping |
A setting that controls how many times an ad can be shown to the same user. |
| Group volume |
A shared volume assigned to multiple insertions in a campaign. |
| Guaranteed deal |
A deal where a specific volume of ad impressions is guaranteed to the advertiser at a fixed price. |
| Holistic yield |
An algorithm optimizing revenue during open auction activation. It ensures that winning bids from open auctions compete effectively with direct campaigns. |
| Impression type |
The format or method through which an ad is served. Impression types include Display, In-stream video, Native, Out-stream video, or Audio. |
| Instant Insights |
A reporting tool with data output in real time, used for inventory and campaign analytics. |
| 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. |
| Key-value targeting |
A targeting method that targets an ad based on the presence or absence of a keyword/key-value pair in the ad request from the publisher website. |
| Link |
An option ensuring that creatives from multiple insertions always appear together on the page. |
| Live preview |
The preview of a creative directly on the publisher website without the need of putting the insertion online. It works irrespective of the insertion status or targeting criteria. |
| Macro |
A placeholder used in creative markup or measurement tags that gets replaced with actual values when the ad is delivered or clicked. |
| Network currency |
The currency set by a publisher when beginning to work with Equativ. This currency is permanent and cannot be changed later. |
| Official creative template |
A creative template, created and maintained by Equativ and made available to all customers. Customers have read-only access to these templates. |
| One call |
The recommended ad tag/ad request type where a single ad request calls all formats on the page, as opposed to Standard call, which calls each format individually. |
| Open floor |
A pricing model where no minimum price is applied, allowing bids to start at the recommended bid value. |
| Overbooking |
A state where the available ad inventory is exceeded due to competing insertions, causing some insertion goal volumes to not be fully delivered. |
| Pack |
Multiple inventories, placement groups, or placements, grouped in a pack for easier campaign management and reporting. |
| Page |
A specific page or type of page on a website or in an app. Deprecated: use placements instead. |
| Page group |
A collection of formats assigned to pages. Formats are organized in page groups which are then assigned to pages. Deprecated: use placements instead. |
| Partner currency |
The individual currency set by demand partners (DSPs) for their deals. Bidding on Equativ inventory is always done in EUR or USD. DSPs convert their currency into one of these two. |
| Personalized ad |
A targeting option for insertions, ensuring that ads are served only to users with positive consent for the processing of personal data, as specified by the IAB's Global Privacy Platform (GPP). |
| Placement |
A designated location on a website or app—identified by a unique placement ID—where an ad is served. Placements are recommended for identifying ad space, replacing legacy site/page/format combinations. |
| 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. |
| Priority |
The relative importance of a direct insertion, which determines how it competes for impressions with other insertions. Priorities are grouped into Exclusive, High, Normal, Low, Very low, and eCPM priority levels. |
| 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. |
| RTB Health |
A tool to troubleshoot RTB ads, providing a detailed view of bid statuses during the auction process. |
| RTB insertion |
An insertion for programmatic monetization: open auctions, deals, and client-side header bidding. RTB insertions contain parameters such as time frame, placements, or creative template. |
| Server side bidding |
A method where impressions are auctioned and monetized server-side using a wrapper like Amazon TAM, Google OB, or others. This wrapper determines the winning SSP and sends the ad markup back to the publisher page. |
| Standard call |
A legacy ad tag/ad request type where each format on a page is called individually, as opposed to One call. While Standard call is fully supported, it isn't recommended for new integrations—use One call instead. |
| Third-party tag |
A piece of code used to serve creatives from an external source. |
| Unified auction |
A system optimizing demand sources to maximize revenue. For every ad opportunity, it retrieves the highest bid while ensuring the delivery of guaranteed commitments.
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| VEX |
The Video Ad Exchange solution, enabling publishers to integrate third-party SSPs with whom they maintain direct contractual relationships. |
| Video ad rule |
A rule determining the number of video ads or the video ad break duration, based on the video content duration. |
| Video completion rate |
The percentage of viewers who watch a video ad to the end, as opposed to skipping or closing it. |
| Video creative review |
A tool to review programmatic video creatives and block them, if needed. The tool also supports automatic blocking of video creatives that generate errors. |
| Video plugin |
A ready-to-use in-stream video framework, enabling all of Equativ's in-stream video capabilities, such as full VAST support and reporting, passback management, or callbacks. |
| Viewability rate |
The ratio of viewable ads to total ad impressions. |
| Website |
The publisher's site or app, created in EMP. Each website includes pages and formats. Deprecated: use placements instead. |
| Win rate |
The ratio of winning bids to total bids. |
