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Glossary
You can use the DoubleClick for Publishers glossary to learn more about frequently used terms or features.
Press Ctrl + F (Command + F, for Mac) to nd terms on this page. To browse, you can either scroll or click the
buttons to skip ahead. You can nd reporting denitions here: dimensions and metrics.
A THROUGH C
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I THROUGH O
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Ad request
An ad request is sent by client-side code (such as GPT on a webpage) to an ad server. An ad request typically
is transmitted to the server in the form of an HTTP or HTTPS request. The request is the rst step of ad
serving.
Learn more
Ad serving
The process by which DFP chooses the best ads to serve to an ad request, and then returns the
corresponding creative code.
Learn more
Ad source
The network or entity from which advertising content is consumed by a given inventory unit. Multiple sources
may compete for display in a single unit (for example, AdSense or AdX as backll challengers).
Learn more
Ad tag
HTML tags or JavaScript code generated and then included in the webpage or app source where the ads
should be displayed.
Learn more
Discrete spaces on your site for ads. You can dene an ad unit on your site with a name, description, and
dimensions.
Learn more
AdID
The mobile advertising ID for Android. Mobile advertising IDs allow developers and marketers to track activity
for advertising purposes.
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Anchor ad
An ad that stays xed at the bottom of the users screen, even as the user scrolls up or down on the page.
Swiping would let the user dismiss the ad in a mobile-friendly manner.
Aspect ratio
Ratio of width to height for a video or image.
Asset
The art work or le associated with a creative object.
Asynchronous code
Code that is split up into smaller pieces. Execution of the various pieces of code may "pause" or "wait"
between each piece, allowing for other processing (such as rendering of other ads or page content) to be
performed during the pauses.
Learn more
Atlas
The name of Facebooks online advertising solution.
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Audience Extension
Allows a publisher to buy ad impressions (targeted to the publisher's own visitors) from other web or app
properties.
Learn more
Availability forecast
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Availability forecast
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Predicts the availability of inventory. Availability forecast is used in two ways: during the sales process to
estimate how much inventory is available for sale; and when an ad is booked to verify that enough inventory
is available for the ad. Forecasts consider impressions that have been reserved for other line items.
Learn more
Backll
A pool of ads that is used when all reserved ads have served and you still want to monetize an ad placement.
Also see Non-guaranteed.
Learn more
Beacon
A small (one pixel by one pixel) image displayed on a website or within other content. It forces the browser to
make a request to another server so that server can read or write its own cookie (or otherwise track the web
request). This allows you to record the basic actions of the user who is accessing the content.
Booked inventory
Includes "reserved" and "remnant" inventory that has been entered into the system.
Learn more
Bumper
A short video ad that plays before or after an ad slot during video content; usually the bumper is a house ad
or a promotion of the video content.
Learn more
Cachebuster macro
A placeholder replaced by DFP during ad rendering with a random number to prevent browser caching. DFP
will often use a cachebuster macro when redirecting to a third party for an image.
Learn more
Channel
Groupings of domains/URLs for reporting purposes.
Learn more
Click macro
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A small piece of code that allows you to track clicks (within DFP) for your third-party creatives.
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Clicktag
A Flash command used to code click-through URLs in standard Flash creatives.
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Code
The "program or script" supplied by the advertiser that is used to generate (i.e., rich media) an ad.
Learn more
Company
An advertiser, agency, or organization that buys ad space and supplies the creatives for line items. Each order
is associated with a company, and you can invite company contacts to view reports about their campaigns.
(Learn how to add a company prole.)
Content bundle
Targetable groups of videos that you can assemble based on lters or by selecting individual videos, or both.
Bundles are automatically updated as new metadata that matches their criteria is ingested. For example, you
could create a content bundle called "Kittens" based on a combination of metadata and manually-added
videos, and then target ads for cat toys to that bundle.
Learn more
Contracted impressions
The number of impressions purchased by an advertiser for a particular ad for the entire duration of a
proposal.
Learn more
Contracted rate
For DFP sales management, this is the rate at which an individual line item was sold, or for aggregated line
items, the average contracted rate (based on delivery) of all items.
Learn more
Contracted unit
For DFP sales management, this is the number of units (Impressions, Clicks, or Days) purchased by an
advertiser for a particular ad for the entire duration of a proposal.
Learn more
Cookie
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Cookie
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A small text le containing a string of characters that is set on your computer when you visit a website. When
you visit the website again, the cookie helps that site recognize your browser. Cookies may store user
preferences and other information. DoubleClick cookies contain no personally identiable information.
Learn more
Correlator value
A value passed in ad requests, handled automatically by the GPT libraries and the GMA/IMA SDKs. The
correlator is common to all ads on a page, but unique across page views. Ad requests with the same
correlator value received close together in time are considered a single Page View for serving purposes.
Learn more
Creative
A code snippet, le or link that generates an ad. (The terms creative and ad may be used interchangeably.)
DFP supports a variety of creative types, including Third party, Image, DoubleClick tag, and DoubleClick Rich
Media.
Learn more
Creative assignment
Type of assignment used to specify characteristics of how the creative is served, such as the click-through
URL, the position of the creative in a sequential rotation, and so on.
Learn more
Creative association
The assignment of one or more creatives to a line item.
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Creative code
HTML or JavaScript code used for third-party or custom creatives which tells the browser how to render or
generate the creative.
Learn more
Creative rotation
The technique by which multiple creatives assigned to a line item are displayed, either evenly, weighted,
sequential, or optimized.
Learn more
Creative wrapper
Snippet of code that wraps around a creative when it is served. When DFP serves a creative to an ad unit with
(a) creative wrapper label(s) applied, it also inserts the creative wrappers into the code that is delivered to the
webpage. You can use creative wrappers to implement third-party tracking software or for any other purpose.
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Daisy chaining
Process whereby a creative is required to call to multiple third-party ad servers.
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Dayparting
Conguring day and time targeting settings for line items. The process of dividing the day into different parts
in order to run ads only during specic times.
Learn more
Default ad impressions
A gray GIF system default ad (an unlled impression") will serve to inventory where no line items are
targeted and the user will see a blank ad slot.
Learn more
Delivery
The process of DFP showing ads.
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Delivery goal
The amount of impressions or clicks that a line item is contracted to deliver.
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Delivery priority
The priority level at which a line item is set to deliver. This can range from higher priorities (sponsorship and
standard) to lower priorities (house).
Learn more
Delivery rate
The rate at which a line item is being delivered to users.
Learn more
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Learn more
DMA
Designated Market Area. DMAs expose a specic regional market group to the same content or ads. They
frequently cover one metropolitan area, in some cases grouping together multiple smaller cities. Many DMAs
are available for targeting within DFP.
Learn more
Dynamic allocation
A network-level mechanism designed to maximize your remnant and Ad Exchange revenue without
compromising reservations. Both remnant and Ad Exchange line items are given a chance to serve if Ad
Exchange/AdSense is eligible for the request (using line item targeting for Ad Exchange/AdSense or ad unit
monetization for AdSense).
Learn more
Engaged view
In the context of skippable ads: you have the ability to trafc reserve, CPM-based video ads that can be
skipped or exited after a certain duration has elapsed. The "Skip" button appears after 5 seconds. If viewed to
completion or for 30 seconds, whichever comes rst, an "Engaged view" is counted in reporting.
Learn more
Even rotation
A type of rotation of creatives, where all creatives in a line item are delivered in an approximately even
proportion.
Learn more
Evenly
With true even delivery, an ad is shown at a constant rate throughout the campaign duration. If an ad needs
to appear on a website or app several thousand times over a week (for example, 7000 times over a week)
with a true even delivery, it would serve 1000 impressions of the ad each day. In contrast, frontloading of the
ad campaign serves more impressions during the start of the campaign, and the serving rate gradually
decreases as the ad approaches its serving goals.
Learn more
Exclusion label
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Exclusion label
A label that you can apply to a line item which prevents it from being delivered along with other line items
that have the same label. For example, if you're doing business with both Airline X and Airline Y, you can apply
the exclusion label 'airline' to their line items, which will prevent Airline X's line items from being shown on the
same webpage at the same time as Airline Y's.
Learn more
Fallback
In the context of creatives, a creative that is shown if a user's browser lacks the technology (for example,
Flash) to display the intended creative. A fallback is a backup item that is called upon when the intended item
does not function as planned.
Learn more
Fallback creative
The creative that appears if a user is unable to view Flash.
Learn more
First-party cookie
A cookie that's set by the domain the user is visiting instead of by a different, third-party domain.
Learn more
Flight
For DFP sales management, ighting allows you to create multiple proposal line items based on an original
line item, using all the same settings and targeting of the original line item and distributing contracted
volume or delivery goal and budget across the new line items.
Learn more
Flight dates
The date range for an ad campaign to run.
Learn more
Floating
A type of ad that oats on top of a pages content. A oating ad can move with content as a user scrolls, or
maintain a locked position on a page as a user scrolls.
Learn more
Forecast adjustment
An adjustment made to the anticipated trafc to your website or app. DFP currently uses 28 days of prior
trafc for forecasting. If parts of your website or app have trafc patterns that aren't captured in the default
28-day sample (because new content was created or you have trafc spikes during events that recur more
than 28 days apart), you can apply a xed or historic forecast adjustment to better reect your trafc
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than 28 days apart), you can apply a xed or historic forecast adjustment to better reect your trafc
patterns.
Learn more
Forecasting
The process of estimating how much ad inventory a website or app will have in the future.
Learn more
Free-form-targeting
Targeting option that you can use if you don't want to dene values in advance, or if you need to dene more
than 50,000 key-value pairs.
With free-form targeting, you can have thousands of possible targeting values, because there's no need to
dene each value ahead of time. When you need to target a specic value, you can simply enter that targeting
value into your line item.
Once you target a line item to a free-form targeting value, the value will be saved and you'll be able to select it
from a list the next time you target a line item to that key.
Learn more
Frequency capping
Helps to limit how often an ad from a line item is served to the same user in a specic period of time.
Supported time ranges are minutes, hours, days, weeks, or months, and multiple capping rules may be
applied. For example, you can set a frequency cap limiting the same user to one impression per day and
three impressions per week.
Learn more
Frontloaded
If an ad needs to appear on a website or app several thousand times over a week (for example, 7000 times
per week) and the "Frontloaded" delivery option is selected, the platform will try to serve 25% extra ad
impressions at the start of the week (1250 impressions) and continue to serve more than necessary until
later in the week when delivery will tail off until all 7000 impressions have been served.
Learn more
Learn more
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Grace period
An extension, in days, of a line item's end date. The line item will continue delivering until it reaches its goal or
the end of its grace period, whichever comes rst.
Learn more
Guaranteed
Line items that are contractually obligated to deliver a requested number of impressions. DFP ensures these
items deliver in full through reserving inventory for the line item. Contrast this with Non-guaranteed line
items, which are used to ll "leftover" or remnant impressions.
Guaranteed line items include: Sponsorship and Standard.
Hosted creative
Creative image or Flash les you can upload to Google for free. Google will then manage these les and
serve them directly to your site visitors.
Learn more
House ad
A line item type typically used for ads that promote products and services chosen by you.
Learn more
Back to top
Identier
A value assigned to a particular user or device and is used to assist in ad serving functionality. The identier
contains no personally identiable Information, can be reset by the user at any time, and respects user
options to limit or opt out of ad tracking. Identiers are used for audience list targeting, frequency capping,
and sequential creative rotation.
Examples of identiers are cookies (used on web and mobile web), mobile advertising IDs (used within
mobile apps), and publisher provided identiers (PPID, used for cross-screen serving). Users always have the
option of opting out of any identier used by Google.
IDFA
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IDFA
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The mobile advertising ID for Apple. Mobile advertising IDs allow developers and marketers to track activity
for advertising purposes.
Learn more
IM expanding
An In-Page asset and an Overlay creative that expands onto the user's desktop. This creative type is used in
instant messaging (IM) applications.
In-display
An ad format where an ad is displayed somewhere on the same page as a video that a user is watching.
In-stream
Video in-stream ads are commercials that appear before, during, and after online videos.
Learn more
Insertion order
An order form for the placement of an advertising request. For example, publishers who want to run a rich
media publisher-paid campaign must sign an insertion order provided by a DoubleClick representative.
Interstitial
Full-screen mobile app ads that display before or after an event (app launch, video pre-roll) or user action
(game level load).
Learn more
Inventory forecast
A feature that is used to estimate how much ad inventory will be available in the future.
Learn more
Inventory hierarchy
The relationship between different types of inventory. Premium customers can have more than one level of
inventory. They can have parent ad units which themselves have child ad units.
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inventory. They can have parent ad units which themselves have child ad units.
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Inventory level
One level of an inventory hierarchy (top-level ad unit, lower-level ad unit, etc.).
Learn more
Inventory structure
The structure in which an inventory hierarchy is organized.
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Inventory unit
Individual units of inventory that are organized into a hierarchy.
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Jackpotting
Process where the same creative serves to multiple ad units on the same page at the same time. The
DoubleClick for Publishers ad server tries to ensure that this does not happen.
Learn more
Key
In custom targeting, the rst part of a key-value pair (key=value). For example, in the key-value pair car=X, car
is the key and X is the value. Keys can have multiple values assigned to them.
Learn more
Key-value pair
A set of two linked data items, known as the key and the value. The format of a key-value pair is key=value.
Learn more
Lift
In the context of yield management, this is the percentage by which an ad was optimized. It is calculated by
nding the percentage difference between the optimized group and the control group.
Learn more
Line item
An advertiser's commitment to purchase a specic number of ad impressions (CPM), user clicks (CPC), or
time (CPD), on certain dates at a specied price. A line item species where an advertiser's ads will appear,
and may specify when an ad may be shown.
Learn more
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Learn more
Lower-level ad unit
Any ad unit that is not at the highest level in a multi-level ad unit hierarchy. Can also be called "child" or
"descendant" depending on context.
Learn more
Master
The primary ad in a roadblock, which allows for the synchronization of ads on the same webpage or app.
Learn more
Metro
Targeting type that stands for Metropolitan area.
Learn more
Network
1. The top-level business relationship, such as a network of websites or an ad network.
2. A remnant line item type used in DFP to serve ads to a specic percentage of your remnant trafc.
Learn more
Non-guaranteed
Line items that are most commonly used to ll your site's unsold inventory if not contractually obligated to
deliver a requested number of impressions to other Guaranteed line items.
Non-guaranteed line items include: Network, Bulk, Price Priority, House, AdSense, and Ad Exchange.
Noscript block
A block of code used as an alternative when a user blocks JavaScript in their browser or when their browser
can't support client-side
as noscript
Canscripting.
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surveycode.
to
tiruveedhula.pandu@gmail.com?
Noscript code
NO THANKS
Learn more
SEND SURVEY
A block of code used an alternative when a user blocks JavaScript in their browser or when their browser
can't support client-side scripting. Same as noscript block.
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Learn more
Order
An agreement between an interactive advertising seller and a buyer that species the details of an
advertising campaign. Orders contain one or more line items.
Learn more
Out-of-page
A creative that is displayed outside of a webpage or app (for example, pop-ups and pop-unders).
Learn more
Overbook
To book an ad (or multiple ads) for a greater number of impressions or clicks than are forecasted to be
available. In most cases, this leads to underdelivery of one or more ads.
Learn more
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Page awareness
The process where DoubleClick for Publishers records which impressions occurred together when a page is
viewed, when you run a forecast on roadblock ads.
Learn more
Page view
A common concept across the web, representing a particular user loading and viewing a webpage one time.
In DFP ad serving, all ad requests corresponding to a page view are considered together because the
behavior of any one of these ads affects what else might be eligible to serve. For example, an Exclusion
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Parent
The upper level in a hierarchical system, such as DFP'sNO
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Peel down
A creative that shows a glimpse of your ad in the corner of a webpage. When the user interacts, the rest of
the ad peels down to reveal the full message.
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Placement
A collection of one or more ad units that can be targeted as a group. You can add inventory units to a
placement to simplify the targeting of ads.
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Pod
For video ads, this is a dynamic grouping of ads next to each other.
Learn more
Podding
For video ads, this is the process of grouping ads dynamically.
Learn more
Product
For DFP sales management, this is a template for a line item that contains inventory, cost information, and
targeting criteria.
Tell us about your Help experience
Can we send a one-time survey to
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Learn more
Programmatic
Automated, machine-based selections for purchasing display advertising.
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Proposal
For DFP Sales Management, this is a negotiable set of line items or inventory.
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Push-down
A type of expanding ad that pushes down the content of a webpage when the creative expands, moving the
site out of the way to display the ad. Sometimes written as "push down".
Learn more
Rate adjustment
For DFP sales management, this consists of a boolean matching function and a single adjustment/feature
within an adjustment group.
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Rate book
For DFP sales management, this is the reference containing rate card information. Describes what you can
sell, prices, approvals, etc., for all of your inventory.
Learn more
Rate card
For DFP sales management, this is the document detailing prices for various ad placement options.
Essentially a price list. In the case of online ad serving, this list is highly dynamic. It contains a base rate and
a list of one or more adjustments. Applies any relevant adjustments to a line item to calculate a rate for that
item.
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Real-time bidder
A server-to-server integration option for network buyers that allows networks to evaluate and bid on each
available impression. Can we send a one-time survey to
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Reconciliation
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The process of determining which values to use for billing. These values are often impressions but could
potentially be other billable values such as clicks or days.
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Learn more
Redirect creative
Creative you use to track image or Flash ads that aren't hosted and served by Google. Redirect creatives are
commonly used for ads from a third-party network or afliate provider.
Learn more
Release
Releasing inventory is the opposite of reserving it. When inventory is released, the reservation is "canceled",
and the inventory is freed up for DFP forecasting and future ad booking. Inventory cannot be released without
rst being reserved.
Learn more
Remnant ad
Line item type most commonly used to ll your site's unsold inventory if not contractually obligated to deliver
a requested number of impressions. Also see Non-guaranteed.
Learn more
Remnant inventory
Unsold inventory that is not contractually obligated to deliver a requested number of impressions.
Learn more
Render
To generate a creative on a user's browser.
Reserve
When guaranteed (non-remnant) line items are booked in DFP, DFP "reserves" the inventory for this line item.
This inventory reservation means that the impressions are considered to be "blocked off" for other ads
running at a lower priority. DFP forecasting accounts for inventory reservations when calculating future
impression availability.
Learn more
SEND SURVEY
Roadblock
Several creatives being served from a line item together on the same webpage. Roadblocking blocks off the
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Several creatives being served from a line item together on the same webpage. Roadblocking blocks off the
ad slots on a page and lls them with creatives from one line item.
Learn more
Rollover
For DFP sales management, this is the cumulative carryover of an amount from one billing cycle to the next
billing cycle. Same concept as rollover minutes on a cell-phone plan. If the entire allocated amount is not
spent during a billing cycle, the remaining amount is added to next cycle's cap. Distinct from the alternative
concept of rollover as a synonym of mouseover.
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Run-of-network
An ad scheduled to run across an entire network of sites, except explicitly targeted sites, according to
available inventory.
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Back to top
Sell-through
The percentage of available trafc that has been reserved for standard or sponsorship line items.
Learn more
Session ad rules
Unlike standard ad rules, session ad rules are frequency-based and apply across multiple video streams.
They control how long a visitor can watch content across streams before an ad shows, and how many ads
that visitor sees. Like standard ad rules, session ad rules control the type of ad formats that appear and what
the source of the ads should be.
Learn more
Single-request mode
A GPT mode where tags call all ads once in the header, instead of requesting each ad separately inline with
the ad slot. This is also sometimes called "Single Request Architecture" or SRA.
Learn more
Start index
Can used
we send
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A pagination mechanism
withathe
max-results
for situations when totalResults exceeds 1000
tiruveedhula.pandu@gmail.com?
and you want to retrieve items indexed at 1001 and beyond.
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Targeting criteria
Key values that specify data like content information and an audience for the video, for example, age: 16-65;
geo: US UK FR.
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Targeting key
Each targeting key represents a category to which a line item is targeted, where a "category" is represented
by a value assigned to the key. Consider a targeting key of "color", where allowable values are "red" and "blue".
In this case, "color = red" represents a key/value pair that can be passed in the ad request and used for
targeting an ad in DFP.
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Targeting picker
Also known as a targeting selector or widget, this is the area on the DFP Line item details page where you
can select various targeting criteria for the line item.
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Targeting value
A value passed for a specic targeting key, which can be used in line item targeting. For example, the value in
the key-value pair for "color = red" is "red".
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Tear sheet
One or more screenshots of webpages or apps showing specic ads, for the purpose of proving to the
advertiser that they ran in the way that the advertiser wanted.
Top-level ad unit
The highest-level ad unit in a hierarchy that consists of multi-level ad units. Can also be called "parent" or
"upper-level" ad unit depending on context.
Learn more
Trafcker
Someone who works at a publisher and congures the ads to run in the ad server.
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Trafcking
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The process of creating orders and ads, controlling ad delivery, and targeting ads and keywords.
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Unlled impression
An ad request that didn't return an ad. An unlled impression means that no ad was eligible to serve. This can
be avoided by having some widely targeted (run of network) ads like house ads or AdSense/Ad Exchange
always running in your network.
All unlled impressions are billed at the CPM rate for unlled Impressions. For more information on your
CPM rates, contact your DoubleClick Mobile account manager.
Learn more
Uplift fee
A fee that is paid for the increased value of Rich Media over standard ad serving.
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Value CPM
Determines the price at which the line item competes with other line items.
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VAST
A video format designed to standardize communication between video players and servers, facilitating trafc
across all kinds of publishing platforms. Acronym for Video Ad Serving Template.
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Video ad tag
Contains all the information required for a video ad request, including information about the master video ad
and, if applicable, its companion ads. A master video tag is a URL used by the video player to retrieve the
video ad and a companion tag is JavaScript in the webpage that indicates where the companion ads should
show.
Learn more
Waterfall
For video ads, a waterfall involves having a hierarchy of ads ready to serve. If the rst one doesn't serve, the
second one will; if the second doesn't serve, the third one will, etc. This is commonly referred to as a fallback.
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Weight
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Weighted rotation
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Weighted rotation
A type of creative rotation. Each creative will rotate based on the frequency that you specify.
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Yield
Revenue and impression data for both direct sales (standard and sponsorship) and house or remnant
inventory.
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