Glossary of Yahoo Ad Platform Terms
Looking for a definition of a term used on the Yahoo Ad Platform? You’ve come to the right place.
the date the ad was created.
the date of most the most recent modification to the ad.
Clear accurate brief description of the ad for the user. The field supports keyword insertion. Max length is 150 characters.
a user-friendly URL that is displayed to the user.
The address associated with the ad extension. Applies to call extensions.
The number of clicks garnered from ad extensions.
The number of conversions garnered from ad extensions.
The ID of the ad extension.
The number of impressions garnered from ad extensions.
The parent type of the ad extension.
The phone number associated with the ad extension. Applies to call extensions.
Spend as a result of the ad extension
The title of the ad extension. Populated only for sitelinks.
the types of ads that can be displayed in your application. Yahoo offers these ad formats: Interstitial, Display Banners (Top of Page and Below the Fold) and Rectangle. We also offer Video ad units (Pre-Roll, Rewarded, Interstitial), In-Banner Video (Lightbox), and Native.
a collection of all the creatives that were previously uploaded to campaigns. These creatives can be reused for any future campaigns. You can also load creatives directly into the Ad Gallery at any time. Note, when edits are made to creatives in your Ad Gallery, these edits will not be applied to creatives already running in campaigns. The Ad Gallery is located in the Creatives tab in the Advertise section of SSP.
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.
The creation date of the ad group.
The date the ad group was last modified.
The ID of the ad group.
The name given to a specific ad group.
The status of the ad group.
The 3rd party tracking URL utilized to track activity on the ad.
a specific unique identifier for an ad.
Image utilized within ad unit.
The URL of the (uploaded thumbnail) image.
The URL a user is redirected to upon clicking an ad.
the location where an advertisement is placed on a mobile website or inside an application. Effective ad placement ensures that the ads in your property are visible to the user. The ideal placement incorporates advertising without interfering with the user experience. This may be within the content, alongside the content, or between events of the content.
the ad placement identifier is utilized in several environments of a monetization experience to connect a user's ad request with our platform.
occur when an ad placement within your site or application requests an ad from the server.
An ad that has been sent to a user’s device in response to an ad request. These ads may or may not be viewed by the user (rendered). Responding to ad requests and delivering ads prior to the actual display time decreases delays in the user’s experience.
An ad that has been viewed by the end user. An ad may have been requested and delivered but is only considered rendered when actually displayed to the user.
local currency used by the advertiser.
date the advertiser joined the Yahoo ad system.
date of the most recent modification to the advertiser profile.
the timezone in which the advertiser is located.
the age range of the user, bucketed by specific age range categories.
a customizable message or notification that is triggered when an issue is detected. Used in Analytics Insights and the Ad Platform user interface.
(previously whitelist) used in advertising targeting to filter ads and placements for optimal monetization. A list of URLs that are approved as ad inventory on the platform.
The Android Ad SDK provides functionality for monetizing your Android applications. With the SDK, you can easily integrate inline, interstitial, and native ads into your application.
the ability to track how many of your views and clicks result in a download of your app. To utilize this feature, an advertiser must register the app with the Monetize side the SSP.
the number of times an Yahoo Ad Platform tries to display an ad.
the ability to match actions back to a specific device. We use attribution for cross-screen (to be able to identify users across different devices) and to identify behaviors of our users.
the IDs associated with the specific audience type. There are 3 types of audiences: General interests, custom audiences, and custom segments.
an automated payment option for a campaign. When the allotted campaign funds are depleted the advertiser is charged and the campaign funds are automatically replenished.
(noun) a reinvestment of funds, especially a transfer of overspent budget (liabilities) or underspent budget (assets) from a campaign schedule that has ended to a subsequent running campaign schedule. Example: DSP moved $500 from Schedule 1 to Schedule 2 as part of the automatic rollover process. See Roll over
an estimate of the inventory during a specific date and time range based on historical data and algorithms. Guaranteed ad sales are based on the amount of available inventory.
slang for the 'available inventory', see above.
the average price that an impression sold for calculated per 1,000 winning impressions following completed auctions (clears) for bid requests.
a type of ad format that appears at the top of the page or below the fold in your application. Display banners can be static, animated or expandable.
the price point a bidder proposes in an auction to win a bid request or the maximum dollar amount the advertiser is willing to pay for a click or impression.
the expected amount of a bid prior to an auction.
the value that an advertiser is willing to pay to deliver an impression to the user on a per click or per thousand impression basis. A bid price may be above or below the price a publisher is willing to sell their traffic. On Exchanges, multiple bids can be offered for an impression or a click at the same time.
the percentage of time a bidder responds to a bid request in an effort to deliver an impression expressed as a percentage.
the number of times your app or site requested a bid from bidders in the marketplace.
the method used to calculate a bid in an ad auction; possibly bidding a flat CPM or bidding a variable price based on past click through or conversion rates.
the number of times an ad seller bid on your inventory.
Used in The Store. AOL billing is adjusted based on 3rd party sources i.e. comScore, DoubleVerify, Innovid, etc. Yahoo site billing is not adjusted on 3rd party numbers.
this term no longer used, see Block list or Deny list.
(also deny list) a list of URLs that are absolutely prohibited as ad inventory on the platform for quality control reasons. For example: an advertiser may want to block its competitors from placing ads in their site or app. Blacklist/whitelist IDs can contain only numerical values. Place one ID per line.
the maximum dollar amount (budget) allowed at the campaign level.
type of budget specified by the advertiser.
the name of the platform (DSP/bidder) buying the impressions within the deal ID.
(also CTA) usually an action verb or phrase enticing users to do something, for example, Shop Now.
a collection of budget, time, and creative assets that are delivered across our platform by an advertiser in order to reach users on our hosted inventory. Advertisers operate campaigns with us in order to deliver a message, product, and/or service. 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.
the money allowed 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 time frame as indicated by the start date and end date of the campaign.
a category selection that allows the SSP to serve your mobile ads on the most relevant and appropriate sites and apps on our platform.
the numeric identifier of the campaign associated with the ad group.
- Pending - the campaign has been submitted and is under review.
- Scheduled - the campaign is approved and will start on the date specified.
- Running - the campaign is delivering on the Ad Platform.
- Paused - you have temporarily stopped the campaign and no ads are being displayed.
- Completed - The campaign has spent its allocated budget and reached its end date.
- Completed* - The campaign has reached its end date, but did not deliver its full budget. You may extend the end date of your campaign to spend the total budget, or terminate the campaign and return your remaining budget to your funds.
- Terminated - You may request to stop a campaign at any time and have any unspent budget returned to your Funds. Once a campaign is terminated, it cannot be restarted.
- Denied - The campaign does not abide by the Terms & Conditions set forth by Yahoo, and will not be allowed to run in the current state.
an action denoted by the number of times a mobile device user physically selects your mobile ad; an action tallied when a user physically touches your ad. Only one click is counted per ad.
the ratio of completed ad views against impressions delivered to the users. Example: if 10,000 ads are delivered but only 500 of them are watched to completion the complete rate is 0.05%.
25% - The number of ads that were viewed more than 25% divided by the total number of ad impressions.
50% - The number of ads that were viewed more than 50% divided by the total number of ad impressions.
75% - The number of ads that were viewed more than 75% divided by the total number of ad impressions.
100% - The number of ads that were completely viewed (start to finish) divided by the total number of ad impressions.
Advertisers can choose to target all connection types, only mobile carriers, or only WiFi carriers.
1. CPA (Cost per Action) - a type of campaign where the advertiser pays based on a user taking some specifically defined action in response to an ad. Examples of actions include completing a sales transaction or filling out a form.
2. CPA (Cost per Acquisition) - the cost of acquiring a conversion, CPA is calculated as the total cost of online marketing activities divided by the number of conversions.
the amount of money an advertiser pays each time a user clicks on an ad. CPC campaigns are generally utilized by premium performance advertisers.
a metric relative to a single user. The amount of money an advertiser is willing to pay for a user watching an entire video ad. Example: a delivered 30 sec video ad is paid at $3 when it reaches the viewer, but if the entire ad is watched to completion the advertiser is willing to pay $10.
the cost of advertising based on a user downloading an application.
the cost of advertising per thousand impressions or ads served. CPM campaigns are typically utilized by premium brand advertisers.
(used in “the Store”) an Advertiser's commitment to purchasing a bid for a specified day or a multiple day time-frame (monthly).
an advertisement, which displays within content on an application or site on a mobile device. These ads may include animations or embedded URLs.
the measurement of the number if times a user clicks an advertisement calculated by taking the total number of clicks the ad received, divided by the number of impressions – typically expressed as a percentage. This metric is used to measure the effectiveness of a mobile advertising campaign. CTR is calculated by dividing the number of users who clicked on an ad by the number of impressions. Example: 5 clicks / 500 impressions = .01 x 100 = 1% CTR. This is an important performance metric and your goal should be to have a legitimate CTR of more than 1%.
a single 24 hour period beginning at 00:00hrs and ending at 23:59hrs. Also a filter that may be used when scheduling a campaign, finding a campaign, or in the reporting features.
amount of your total budget that the campaign will attempt to spend each day, until the total budget is spent or the campaign end date is reached. Note: Service day concludes at 11:59 pm GMT. By electing to start a campaign on the same day as setup, the daily budget may not be met depending on how much time is left in the day.
a form of programmatic advertising that allows advertisers to optimize the performance of their creative using real-time technology. While the actual optimization approaches may vary, they almost always involve the use of multivariate testing.
a direct transaction arrangement between a seller and a bidder on the platform, usually created using a “Deal ID”.
how to deliver an ad campaign; deliver the impressions spread out evenly over time or as quickly as possible until the frequency cap has been met.
a demand-side platform is a piece of software used to purchase advertising in an automated fashion. This platform enables advertisers to purchase impressions and audience across multiple ad exchanges and inventory sources. DSPs are most often used by advertisers and agencies to help them buy display, video, mobile and search ads.
Targeting based on demographic information such as age, gender, and income. This information may come from registration data or an inference-based mechanism.
the URL of the landing page (web address) specified by the advertiser, where the user will be taken when clicking on an ad.
a piece of mechanical or electronic equipment. We capture information on devices (such as the manufacturer: Apple, Samsung, etc., and type: phone, tablet, desktop, etc.) users employ to view and interact with our advertising. (Also seen as Device type but it is now more than just the type.)
IDs unique to each device that can be used for targeting. Examples include: IFA (Apple’s iOS Identifier for Advertising) and Ad ID (Google’s Android advertising identifier). Another type of identifier data is from a 3rd party data partner, AdTruth, which provides a universal identifier based on a probabilistic algorithm for both mobile web and app.
Targeting based on unique device IDs, e.g., iOS, Android advertising.
the ability to target specific devices by type category, e.g, smartphones, feature phones, connected devices or tablets.
also referred to as a media market. One of the 210 regions of the US that define television and radio markets, roughly defined by metropolitan areas, with suburbs often being combined. DMAs are determined by the Nielsen Company and impact the cost of advertising in a specific area. The more viewers in a particular DMA, the more an advertisement will cost. When evaluating a marketing mix it is important to understand the DMAs being targeted and weigh the potential opportunities and costs.
Learn more about DMAs and how we use them for location-based targeting.
See Demand Side Platform (DSP)
a multi-format ad slot capable of mediating and serving display or video ads.
ads personalized to each user’s unique shopping experience, used to remind (retarget) users who are close to making a purchase, or sent to prospect new users.
a unified set of directives that provide detailed instruction for creating written material (text) that provides a unified quality experience for end users.
Advertisers in the Yahoo Network are required to follow the >??< when creating ads to be displayed by Yahoo Search Marketing.
the actual cost per thousand impressions garnered, calculated by dividing total revenue by the total number of impressions in thousands. For example, you earned $500 from 50,000 impressions. That would be ($500/50,000) = .01 x 1000 = $10 eCPM. This metric is used to reflect earnings, regardless of the campaign type mix (CPM, CPC, CPA, etc.).
the date an ad campaign or ad group is set to stop delivering.
a display banner ad that expands to a full page ad when the user clicks it.
a metric used to represent the total percent of ad requests you make to our ad platform that result in an ad being displayed to your users.
limiting the number of times a creative (or impression) is allowed to be served during a customizable time period, i.e., per day, week, month.
refers to the declared gender (or lack thereof) of the end user, often used as a filter for reporting and targeting.
a type of audience targeting that is based on the user’s geographic location as defined by country, state, DMA or other marketing area, and custom geographical areas.
targeting any location worldwide within a specified Centroid of a Polygon shaped area.
an advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry.
the ratio of the number of IAB viewable ad impressions divided by the number of IAB measurable ad impressions. See ‘Viewability’.
an impression is generated every time an end-user views an ad.
the share of total number of impressions an advertiser holds within the marketplace, expressed as a percentage and often based on keyword-level data.
the URL associated with a 3rd party and utilized to track impressions
ad units that appear inline with other app content. Inline ads are often found at the top or bottom of a screen while reading articles and searching through content. These ads are commonly referred to as “banners” or “rectangles”.
This final step in the ad proposal process results from the purchase commitment between a seller and a buyer (may be an actual advertiser or an agency and may be executed digitally or via hard copy) to run a campaign.
a video ad unit that includes buttons to allow a consumer to take an action and engage with the ad (i.e., visit website, make a purchase, "like' on Facebook, etc.).
full screen ads (video or static) that display over any of your application’s content. The best time to use Interstitial Ads is during a natural break in the application’s content, such as after completion of a level in a game. Within interstitial ad placements developers have the option to display interactive video ads. These ads often result in higher eCPM for developers.
Words, phrases and ideas that represent content topics. Searchers enter keywords into search engine queries to locate the mostrelevant web content quickly. Both unique and general words and phrases should be used.
a term or many terms that can be assigned to a creative to categorize it. Use labels to search for a specific creative that you may want to reuse in the future.
Targeting based on location parameters, including lat/long (GPS-derived), zip code/post code, city, state, region, or country. Through these parameters, advertisers are able to execute hyper-local and local campaigns.
Level of Effort; time, effort, talent, tasks to be completed.
A Media Plan is a detailed description of an opportunity to be booked. Critical for Ad Ops.
The legacy system currently powering the Store.
a set of ad formats specifically suited to publisher content and content layout. Native formats have evolved to include two very different families; unique native where the content structure and the content itself are unique and specific to a publisher and agency/advertiser, and standard native where the structure is standard but the content and placement is unique to the publisher.
Owned and Operated
A collection of products that exist only when exclusive 100% SOV Roadblocks or Sponsorships are running. e.g. Multiple LBRB, LRECs, Sky, etc.
Short for sales pitch. Advertizer or Client team reaches out to a client regarding a Package buy for a specific timeframe, budget, number of impressions, eCPM, etc. Example: Did you finalize the Hulu pitch to buy Yahoo Homepage US Package?
The location where an advertisement is placed on a desktop or mobile website or inside an application. Effective ad placement ensures that the ads are visible to the user. The ideal placement incorporates advertising without interfering with the user experience. This may be within the content, alongside the content, or between events of the content. Each placement has a unique identifier in the inventory system
a programmatic market where publishers select specific demand and put business rules in place for that demannd to access inventory that could be exclusive.
a programmatic market between one publisher and one buyer where the deal is developed off-network or via automated workflow, formalized via a Deal ID, and then transacted programmatically. Programmatic direct combines the value of direct relationships with the superior targeting value of programmatic.
markets that leverage automated workflow, decisioning algorithms, and trading that can be configured in multiple ways (e.g. programmatic direct, private exchange, open exchange) to create value and efficiently operate at scale.
Acronym referring to the Pricing and Yield Management or Yield OPs team.
a full screen, 300x250 pixel ad that overlays your application's content. Available as static, animated or expandable (on iPad only).
targeting a specific Metro area within the United States.
a pane displayed in a video player that promotes & exposes upcoming videos related to the currently playing video or from a playlist.
a request occurs when a user’s mobile phone browser or application requests an ad from the ad server, or a publisher system makes such a request on behalf of the user.
serving ads across digital and mobile platforms to consumers who have previously visited an advertiser’s desktop or mobile property.
advertisements with which users can interact and/or take advantage of a device’s sensors (such as the accelerometer) within a mobile web page or application.
a form of advertising where all placements on a site deliver the same creative allowing the advertiser to take over for a specified time period i.e., leaderboard or right rail for one day, first banner impression of the day over a week.
(verb) to reinvest funds, or transfer them from a campaign schedule that has ended to the current running schedule. Example: Set DSP up to automatically roll over budget from a schedule that has ended to a subsequent schedule. See Automatic rollover
the actual cost per thousand impressions garnered for the total requests received. RPM is calculated by dividing revenue by total ad requests, multiplied by 1000.
bidding or buying mobile and digital ad impressions in a current time frame (real-time , no delays) auction.
Secure Dynamic Ad Rotation Library for AJAX. An ad rendering platform that fetches and securely renders most display ads across Yahoo! O&O. As of 08/19, $1B display ads annually were rendered via SDARLA. Additional detail.
set of software development tools and code that enable publishers to create, monetize, and/or collect data from mobile apps.
an additional player component that allows viewers to navigate freely within a web page while continuing to play video content in a conveniently sized and placed player. Once the player has begun playback, the viewer may scroll beyond the player’s location, the Sideview Extra resizes and repositions the player elegantly to a location. This way, viewers can continue to read or skim through the page, while maintaining contact with the video.
Acronym for salesforcedotcom or salesforce.com - SalesForce is an American cloud-based software company providing customer-relationship management (CRM) services used by Verizon Media.
the amount of money a bidder has spent on your inventory (AKA - earnings).
a premium type of advertising. Considered the strongest relationship format between an advertiser and content, a medium or an event. Sponsorships are more custom and require partnerships with editorial and site owners to build-out an article or event within our brands to connect with advertiser’s products or services. Example: mapquest.com displaying hotel ads.
the percentage of ad attempts that delivered an impression. Derived from the number of impressions divided by the number of attempts.
the ability for an advertiser to reach a specific audience of mobile consumers across operating systems, content channels, demographic segments, and countries.
A global media planning tool used by sales and account management to access campaigns for
- Discovering and planning of campaigns and opportunity pipeline management
- Explore and reserve sponsorships
- Investigate and correct roadblocks
- Gather pricing and avails for RFPs
- Post-sale adjustments* - add to the plan, adjust pricing, and apply targeting. *(A valid Insertion Order (IO) is required.)
an environment where you can activate ad sources for a given placement ID.
when money is moved from one place to another. For example, money is transferred from a bank to your Yahoo Self Serve Funds.
a standard for delivering video ads to a capable player. The ad markup is XML, which is then parsed by the player and displayed to the user. Key features include auto-play video and advanced tracking features. This standard is widely supported in mobile applications.
a cookieless solution that enables ad tech platforms to recognize and match users consistently across the open web. ConnectID is built on top of our robust and proprietary Unified ID Graph. It delivers a higher audience find-rate on sellers’ sites while employing targeting that respects user privacy.
this SDK provides functionality for monetizing both Android and iOS based applications. Use the SDK to easily integrate inline, interstitial, and native ads into an application.
the number of times Yahoo fills a request sent to our platform.
this term is no longer used by Verizon Media. See Allow list
the number of bids (often bidder specific) that cleared or won an auction.
the percentage of time bids win (clear) an auction.