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Glossary

Applies to: All users

A plain-language reference for the terms used across the platform. Definitions are short and practical — one to three sentences each. Where a term has its own guide, follow the link for the full picture.

A#

Ad Shop — A catalogue where advertisers buy traffic by targeting — format, country, device, category — rather than by picking placements. See Ad Shop.

Ad zone — A defined slot on a publisher's website where ads are shown. You create a zone, choose its size and type, and place its embed code on your page so ads appear there. See Ad Zones.

Advertiser — A user who buys traffic and runs campaigns to show their ads. Advertisers pay for impressions, clicks, or conversions.

Affiliate — A user who promotes other people's offers and earns per action (a sale, sign-up, or lead), tracking results with links and postbacks. Sometimes called a tracker.

Affiliate network — A source of offers you can promote, connected to your account so its offers and payouts appear alongside everything else. See Affiliate Networks.

API — The platform's programmatic interface, letting external tools read and change your account data without using the browser. Access is controlled by an API key.

API key — A secret token that lets an authorized integration act on your account through the API. Treat it like a password. See API Keys.

B#

Backup codes — One-time recovery codes for two-factor login, used when you don't have your authenticator app. Save them at setup — each works once. See Password & Two-Factor Security.

Bandwidth — The volume of data your account's activity moves, sometimes shown in usage figures on manager accounts.

Better Ads — A filter that keeps ad formats failing the Better Ads Standards off your sites. See Controlling Which Ads Run.

Bid — The amount an advertiser is willing to pay for an impression, click, or action. Higher bids generally win more auctions.

Bid rule — An automated adjustment that raises or lowers your bid based on conditions like country or device, so you pay more for the traffic you value and less for the rest. See Bid Rules.

Blocked domain — An advertiser domain a publisher has barred, so ads leading to it aren't shown on their sites. See Controlling Which Ads Run.

Bounce rate — The share of visitors who arrive and leave without doing anything measurable. Used by the Source Optimizer to cut low-quality sources.

C#

Campaign — An advertiser's organised set of ads with a budget, targeting, and pricing model. A campaign is where you decide who to reach and how much to pay. See Campaigns Overview.

Campaign type — The buying model a campaign uses (RON, CPM, flat rate, direct deal, or RTB), which determines how it finds inventory and how you pay. See Campaign Types & Pricing.

Click — A user clicking on an ad. Clicks are counted for reporting and are the billing unit under CPC pricing.

Conversion — A completed desired action after a click — a sale, sign-up, or lead. Conversions are how affiliates and CPA advertisers measure success. See Postbacks & Conversions.

Conversion type — A named category of conversion (sale, lead, deposit), identified by a letter you pass when reporting it. See Conversion Tracking & Retargeting.

Cost ingestion — Importing your ad-spend data from a traffic source so the platform can calculate profit and ROI against it. See Ad Spend & Cost Tracking.

CPA (Cost Per Action) — Pricing where you pay per conversion (action) rather than per view or click. Good when your goal is sales or sign-ups.

CPC (Cost Per Click) — Pricing where you pay each time your ad is clicked. Good when your goal is site visits.

CPM (Cost Per Mille) — Pricing where you pay per thousand impressions ("mille" is Latin for thousand). Good when your goal is reach or brand exposure.

Creative — The actual ad shown to a user — a banner, video, HTML unit, or text ad. One campaign can hold many creatives. See Ads & Creatives.

Creative pool — A reusable library of creatives you attach to a campaign as a set, instead of uploading them per campaign. See Creative & URL Pools.

Credit line — A spending limit agreed with your account manager, not money in your wallet. Campaigns keep serving until your balance reaches minus that amount, and it's settled on invoice. See Adding Funds.

CTR (Click-Through Rate) — Clicks divided by impressions, shown as a percentage. It tells you how often people who see your ad click it.

D#

Dashboard — Your customizable home screen of panels showing your key numbers. See Your Dashboard.

Delivery rule — A recurring push notification filled from the ad auction and sent to a subscriber segment on a cadence you set. This is where push revenue comes from. See Push Ads.

Digest — Email delivery rolled up into a daily or weekly summary instead of one message per event. Security alerts always ignore it. See Notifications & Alerts.

Direct deal — A privately negotiated buy between an advertiser and a specific publisher at a fixed arrangement, rather than an open auction.

DSP (Demand-Side Platform) — The buying side of programmatic advertising, where advertisers bid for inventory in real time.

E#

eCPM (effective CPM) — Your effective earnings or cost per thousand impressions, which normalises any pricing model into one comparable rate. Publishers use it to compare how well different zones perform.

Embed code — The snippet of code you paste into your website to display an ad zone. See Getting Your Ad Code.

Event — A single counted action (an ad served, an RTB request, a postback, and so on). Usage and billing on manager accounts are measured in events.

F#

Fill rate — The share of ad requests on a publisher's zone that were actually filled with a paying ad. Low fill means empty slots and lower earnings.

Filter — A rule that includes or excludes traffic by country, device, source, and so on. Advertisers filter who sees ads; publishers filter which ads a zone shows. See Targeting & Filters.

Flat rate — A fixed-price buy for a fixed period, rather than per-impression pricing. You pay one agreed amount for the placement.

G#

GEO — Short for geography — the country (and sometimes region) of a visitor. Used as a targeting option and a reporting dimension (for example the GEO Impressions map panel).

Group — Your own label for organising campaigns, creatives, pools, zones and reports. Groups nest up to three levels and one item can carry several. See Campaign Groups.

I#

IM handler — An instant-messaging contact (such as a Skype or Telegram handle) on your profile, if your network uses one.

Impression — One display of an ad to a user. A thousand impressions is the unit behind CPM. Also called a view.

IP verification — An optional security check that only allows logins from an authorized IP address. See Password & Two-Factor Security.

L#

Layout — A named arrangement of dashboard panels. You can keep several and switch between them. See Your Dashboard.

N#

Notification destination — A Telegram bot or Slack channel you own, that chosen events are delivered to. See Notifications & Alerts.

O#

Offer — A product or campaign an affiliate can promote for a payout. Offers list their payout, allowed countries, and the action that counts as a conversion. See Offers.

OS — Operating system (Windows, Android, iOS, and so on), used as a reporting dimension and a targeting option.

Owner — The original holder of a shared account, with full control including billing. The owner invites team members. See Team Members & Roles.

P#

Pageview — One page load counted by Visitor Analytics. Different from an impression: a page with four ad zones is one pageview and up to four impressions.

Payout — Money paid out to a publisher or affiliate for their earnings, once the balance reaches the minimum threshold. See Earnings & Payouts.

Postback — A server-to-server notification that fires when a conversion happens, so the conversion is counted reliably even without a browser pixel. See Postbacks & Conversions.

Publisher — A user who sells ad space on their websites and earns from the ads shown.

Push subscriber — A visitor who allowed web-push notifications on your site, and can be reached again after leaving. See Push Ads.

R#

Referral program — Commission earned on what the users you invited go on to spend. See Referral Program.

Rejected ad — A creative that failed review and won't be served until you fix the flagged issue and resubmit. You can opt into an email notice when this happens.

Retargeting pixel — A snippet that collects the visitors of a page into a named audience you can target in a later campaign. See Conversion Tracking & Retargeting.

ROI (Return On Investment) — Your profit measured against what you spent. Trackers use cost ingestion to calculate it. See Ad Spend & Cost Tracking.

RON (Run Of Network) — A campaign that runs broadly across available inventory rather than targeting specific placements. Good for reach at scale.

RTB (Real-Time Bidding) — Programmatic buying and selling of impressions via live auctions, one impression at a time. See Campaign Types & Pricing.

S#

Segment — A saved filter over your push subscribers — source, opt-in age, activity — reused as a delivery audience. See Push Ads.

Smart zone — A slot inside one of your ad zones that sends part of its traffic to an outside ad network instead of filling it locally. Several can compete on eCPM so the best-paying network wins each request. See Smart Zones.

Smartlink — A single link that automatically routes each visitor to the best-matching offer, so you don't have to pick offers by hand.

Source optimizer — Rules that automatically block or re-bid traffic sources failing your cost, CTR or bounce thresholds. See Source Optimizer.

SSP (Supply-Side Platform) — The selling side of programmatic advertising, where publishers offer their inventory to bidders.

Systemid / tenant — The specific network your account belongs to. You generally never need to think about this — it just scopes everything to your network.

T#

Targeting — Choosing who sees your ads — by country, device, OS, language, and more. See Targeting & Filters.

Tracker — A user (also called an affiliate) who promotes offers and measures the resulting clicks and conversions. Tracker accounts may not need an advertiser role.

Tracking link — A URL that records the clicks and conversions it generates, so an affiliate can measure a campaign. See Tracking Links.

Trusted device — A device you've marked so it skips the two-factor code prompt for a while. Use only on your own hardware. See Password & Two-Factor Security.

Two-factor authentication (2FA) — A second login step using a rotating code from an authenticator app, on top of your password. See Password & Two-Factor Security.

U#

Unique visitor — A distinct visitor within a reporting period, identified without a cookie. See Visitor Analytics.

URL pool — A reusable set of landing-page URLs with weights, used to rotate or split-test landers across a campaign. See Creative & URL Pools.

Usage — A summary of your account's activity for the billing period (events, active campaigns and zones), shown on manager accounts. See Billing & Usage.

V#

VAT number — Your VAT (value-added tax) registration number, shown on invoices where applicable. Enter it when your account is marked as a company.

View — Another word for an impression — one display of an ad.

View mode — On a combined advertiser+publisher account, the switch that flips the dashboard and menu between your advertiser side and your publisher side.