Glossary

A

Account-Level Caps
Cap on the amount that advertisers are able to spend, to manage risk exposure.

Activity
An event that results from an ad being placed on a page. Impressions, clicks and conversions, are activities or events.

Ad Group
Contains one or more ads that share similar targets: a combination of budget, bid, targeting, and entities. This level is what gets entered in the auction. Each campaign can have multiple ad groups. Read More.

Advertiser
Is the entity performing the advertising. Generally a commercial company that holds an advertising budget. Read How to Set Up an Advertiser.

Advertiser Group
The higher level grouping of advertisers. An advertiser group can have multiple advertisers.

Asset
The components of an ad (image, headlines, logo, description, etc.) that are shown to the end user.

B

Base Bid
A base bid on the ad group is the default bid for all entities for the ad group.

Bid
A bid for an entity is the highest amount that an advertiser is willing to pay for the desired outcome from an ad for the entity/bidder (ie impression for CPM or click for CPC).

Bid Boost
Targeting parameter that allows the advertiser to increase the bid amount on specific targeting characteristics by a set amount, without reducing overall eligibility. For auctions that don’t meet the configured criteria, the base bid will be used. [Read Dynamic Targeting] (https://developers.koddi.com/docs/dynamic-targeting-1)

Bid Instance
The state of a bid at a given time, as defined by the advertiser. Every time the advertiser changes their bid and saves it, that modified bid is saved in the database as a new bid instance.

Bid Multiplier
Targeting parameter that allows the advertiser to increase or decrease the bid amount on specific targeting characteristics by a defined multiple, without reducing overall eligibility. For auctions that don’t meet the configured criteria, the base bid will be used. [Read Dynamic Targeting] (https://developers.koddi.com/docs/dynamic-targeting-1)

Bid Velocity
Frequency of bid change.

Billing API Endpoint
You can connect your ERP/billing platform directly to Koddi's Billing API.

Budget
The amount advertisers are comfortable spending. A budget can be set at the campaign and ad group level. Read More.

Budget Type
The timeframe in which a budget is paced. Time intervals can be daily, weekly, monthly or custom (from start to end date of the campaign). Read More.

C

Catalog Import
Your feed of biddable entities, as well as any pertinent characteristics of those entities, is used for campaign creation, categories and/or targeting.

Campaign
A set of advertisements that are intended to achieve a particular goal. A line item can have multiple campaigns. Read Creating a Campaign.

Campaign End Date
The campaign will automatically deactivate on the date selected during campaign creation. If you select "Always on", the campaign will stay active. Users will be able to deactivate the campaign at any time.

Category
A feature of the entity/product itself (such as brand). It is used for filtering and generally NOT a biddable characteristic. For more details, read Categories vs. Targets.

CPA
Cost Per Action: What an advertiser pays for each visitor that takes some specifically defined action (for marketplaces it is often a transaction) in response to an ad beyond simply clicking on it. The CPA model is an alternative to the more commonly used CPC model for auction based ad programs.

CPC
Cost per click = Spend / Number of Clicks

CTR
Click Through Rate or Click Rate = Clicks / Impressions

CVR
Conversion Rate = Number of Transactions (Purchases, Bookings...) / Clicks

D

Date (start and end)
The campaign and or ad group will start and end on the date selected during creation.

Delivery
The process of "delivering" the winning ad from our auctions to the publisher's website.

Direct ROAS, Direct Revenue
Generated after a click (unlike exposed ROAS, generated after an impression).

E

Endemic
Refers to a click leading to a page within the same site where it was served. Also called "link-on" or "link-in."

Entity
An entity is the actual thing being advertised (product, hotel, restaurant, etc.). Entities with bids are referred to bidders in the Delivery + Collections API reference. Entity ID must be of data type bigint.

ERP
Enterprise Resource Planning software manages a company's financials, supply chain, operations, commerce, reporting, manufacturing and human resource activities.

Exact Match
Targeting parameter that allows the advertiser to define the specific audience that this ad group is eligible for. Auctions that don’t meet these criteria won’t be considered for the ad group. [Read Dynamic Targeting] (https://developers.koddi.com/docs/dynamic-targeting-1)

Exposed Transactions, Exposed ROAS, Exposed Revenue
The return on your investment resulting from people who were shown the ad, including those who didn't click.

Experience (aka Ad Type)
Experiences on Koddi define the type of ad experience that will be shown the end user (like sponsored listings, display, sponsored brand, video, etc.).

F

Feed or Product Feed
A CSV file containing all eligible products (minimum biddable entities) that can be configured in ad campaigns. It needs to be frequently updated by the publisher.

First-Price Auction
A model wherein the buyer pays exactly the price they’ve bid on any given advertising click (different to second-price auction). For more details, read Auction Pricing Models.

G

Goal
The goal an advertiser hopes to achieve. The values possible depend on the goals configured.

Goal Type
The type of goal an advertiser hopes to achieve. The values possible depend on the goals configured. The goal type is defaulted to ROAS (Return on Advertising Spend, i.e. Revenue / Spend). If you have activated bid automation for your campaign, automated bidding will aim at reaching your ROAS Goal. For example, if you set up a ROAS goal of 5, the automated bidding will aim at reaching $5 in revenue for every $1 in spend.

H

Halo Transactions, Halo ROAS, Halo Revenue
How many times people clicked on the ad and placed an order for this product or for a product that belongs to the same advertiser or advertiser group (depending on program settings).

I

Impressions
The viewing of an ad by its target audience (also called "Ad View"). An ad call may offer space for a number of impressions. Impressions are also called "Captured Opportunities".

Incremental
Incremental clicks or conversion are events that occurred because of the advertising campaign. This can be calculated through A/B tests. Not to be confused with "incremental bids."

Incremental Bids
When the bid of an advertiser is "piled on top of" the bid from another advertiser, to strengthen the bid of one same entity. For example with a single hotelier bid added to a corporate bid, for the same hotel. Koddi Ads technology allows corporate and single advertisers to combine their bidding effort.

Insertion Orders
An insertion order is a contract between an advertiser (or advertising agency) and a publisher to run an advertising campaign in print or online.

Inventory
The total number of impressions that a website has to sell over a given period of time. For example, a marketplace could increase its inventory by increasing the number of ad slots.

L

Latency
The delay between request and display of an ad.

A Line Item
A sub-level of the overall media plan budget broken down by region, targeting, media channel, etc. Commonly used as part of agency insertion orders.

Link-in or Link-on
The click leads the user within the same site.

Link-off
The click leads the user to a completely different site.

Locale
Users must select a locale when setting up their account. This includes language and date/number formatting. For example, when selecting "English - United States", users will experience the platform in English with US date format. Koddi can make a very large number of locales available to users.

P

Post-Billing
Advertisers are billed after ad spend occurs.

POS
Point of sale. It refers to specific web properties. For example Domain.com is for the US; Domain.jp is for Japan.... Each of these is a different POS. It is often confused with user country.

Pre-Billing
Advertisers are billed in advance, before the ad spend occurs.

Price Floor
The minimum price a publisher will accept for its inventory, ignoring all bids below that price. Also called “minimum CPC”.

Promo Codes
Promotional codes are an incentive tool that encourage Advertisers to invest in a program.

PWA
Post Winning Ads

Q

QS, Quality Score
A multiplier that modifies an advertiser's bid, in order to factor in considerations besides just their bid amount. (for example, how relevant the ad is to the user that will see it). CTR or CVR are often baked into the quality score.

R

ROAS
Return On Ad Spend = Revenue / Cost. An industry standard metric that measures the amount of revenue earned for every dollar spent on advertising. For example a ROAS of 5 means that you reached $5 in revenue for every $1 in spend. Similar to Return On Investment (ROI), ROAS measures the ROI of money invested into digital advertising.

RPM
Revenue Per Thousand Impressions

Single Sign On (SSO)
An authentication method that enables users to securely authenticate with multiple applications and websites by using just one set of credentials.

S

Second-Price Auction
A model wherein the buyer pays $0.01 more than the next highest bid for a click (different to first-price auction). For more details, read Auction Pricing Models.

Status
The ending status will automatically populate when creating a campaign. The status will become Active once the campaign and/or ad group starts, Ended once the end date has been reached. Status can also display "Paused" if the campaign has been manually paused or Archived if the campaign has been deleted.

U

User
A person who interacts with the platform to perform an action. Read User Management.