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A behaviour a visitor can exhibit, such as the retrieval of a web page, reading an article, watching or clicking a banner ad, watching a video, playing a game, submitting a form, purchasing a product, … Every time a user exhibits such a pre-determined action, a request is sent to the servers of Adhese.


Administrative cost , is an advertising pricing model in which the advertiser pays a the price that is unrelated to the volume or period.

Ad request

The request to deliver an ad at a specific position as a direct result of a user's action as recorded by the ad server.

Ad serving

The technology that is responsible for the delivery of delivering advertising campaigns by a server to an end user’s client (for example, a browser) on which the ads are then displayed and cached.

Ad tag

A piece of HTML or JavaScript code that is put in the source code of a web page. For every main format, such as leaderboard or skyscraper, you need to implement one/wiki/spaces/AD/pages/11993271 in the location where you want the format to run.

Advar template

JavaScript files for adding extra functionality and CSS style rules to design your online advertisements. The result of Advar templates is are pre-made advertisements, such as text ads, native ads, or a pre-roll video ad.


Application Programming Interface determines how two applications have to communicate with each other. The /wiki/spaces/AD/pages/11993272 provides access to inventory and performance data in the Adhese database for campaign planning and reporting. You are also able to create, manage, and update advertising campaigns and bookings through the API.


A campaign’s automatic delivery distribution of impressions will be determined by the percentage that Adhese will set for the selected booking while taking into account considering the booking’s properties and competitive bookings.


A combination of a position and a time period that determines where, when, how, and to whom a campaign will be served.

Cache busting

The process by which sites or servers serve content in such a manner as to prevent browsers from serving content from their cache. This forces the browser to fetch a fresh copy for each request and makes sure reporting reflects the actual views or impressions of an individual ad creative.


A grouping of booking conditions and creatives.


A grouping of identical positions across different locations within your network (i.e., run-of-network) or your website (i.e., run-of-site) or any other custom combination.


The measurement of a user clicking on a link within an ad creative that redirects the user to the landing page or target URL of the advertiser.

Clicks per contact

The ratio of clicks to the number of contacts.

Click tag

A parameter used in  in ad creatives. The parameter is a variable that defines the URL of the landing page from the markup code.

Click-through rate (CTR)

The ratio of clicks to impressions.


A computer or software program that contacts a server to obtain data via the Internet, such as a browser.

Companion ad

Text, display ads, rich media, or skins that wrap around the video experience.

Competing campaigns

Campaigns booked at the same position as the selected campaign.


A unique visitor who accesses a website.


Cookies are small packets of data. When someone visits your website for the very first time, the cookies and its unique tracking ID are downloaded and stored to the user's Internet browser of the user by Adhese. At each subsequent visit, the cookie is returned to Adhese.


Cost per click, an advertising pricing model in which the advertiser pays for each click.


Cost per day, an advertising pricing model in which the advertisers pay a daily fixed fee.


Cost per lead, an advertising pricing model in which the cost of advertising is based on a visitor taking a specifically defined action in response to an ad creative (such as a sales transaction or newsletter subscription).


Cost per thousand impressions, an advertising pricing model in which the advertiser pays for every thousand impressions served.


Cost per period, an advertising pricing model in which the advertiser pays a cost for a fixed delivery period, independent from of the number of impressions or clicks.


The file that contains the visual representation of the advertiser’s campaign.

Creative status

Indicates whether or not creatives are uploaded to a campaign or attached to a booking.

Creative template

A piece of code that is wrapped around each creative of the format to which it is applied.

Daily contactsNumber of unique visitors on a daily basis. If 10 different people visit on day 1, and 5 new people visit on day 2 and 5 people who also visited on day 1, the total number of daily contacts is 20 people, even if the absolute number of unique visitors is only 15 people.

Delivery method

Indicates how impressions are distributed.

Delivery multiples

An option that allows you to combine or exclude the delivery of a campaign’s bookings.

Delivery rate

Estimates whether the delivery of a booking is on schedule or not. Several variables are taken into account, such as the to reach volume of impressions, reached impressions, … (see Delivery overview).

Device typeThe type of device a visitor uses to access a publication, for example, a desktop, tablet, or smartphone.


The effective cost per click. The eCPC is calculated by dividing the total earnings by the total number of clicks.


The effective cost per 1000 impressions. The eCPM is calculated by dividing the overall earnings by the total number of thousands of delivered impressions. The eCPM indicates how much a booking would have cost if it had been sold on a CPM basis. See eCPM benchmark.

Expandable ad

A creative that expands beyond the original size into a larger creative upon user interaction.

Fill rate

Indicates what percentage of a position’s total available inventory volume has been sold. See Monthly inventory for more information about how to compute the fill rate.

Frequency capping

A restriction to the number of times a particular ad is shown to an individual visitor to your website (see Capping User frequency cap).


A definition of the creative’s conditions, such as file size and dimensions.

Header status

Denotes if there are any problems with the Campaign header.


A measurement of responses from Adhese to an ad request from the user’s client (see Impression measurement).


Advertising space available for sale throughout your network , or the entire set of positions. The impression metric expresses the available volume of advertising space is expressed by the impression metric.

Inventory share

The percentage a booking claims of the booked position’s expected inventory volume.


A (sub)section within a publication, like the homepage, the section that concerns local news or lifestyle, or the daily newsletter.

Log fileLogfile

A file that records transactions that have occurred on the server. Some data that may be collected is, for example, the date/time stamp, URL served, IP address, previous URL, etc.


Additional information about a campaign.


A simulation of a campaign used for proposing potential campaigns to advertisers together with an indication of the campaign’s cost price (see Offers and options).


A campaign proposition with a “shelf life.” It allows you to plan campaigns that are pending (see Offers and options).

Over-delivery percentage

Used to avoid discrepancies in reporting with third-party ad servers. If the percentage is set at 2%, the campaign will deliver 2% more than the initial booked volume (see System-wide over-delivery).


The information Adhese collects together with the action. Parameters offer a greater insight as to into who is doing what andwhere, and how these actions are occurring.


How a publisher disseminates its content to its audiences, such as a website, newsletter, or application.


A combination of a location and a format. 

Position template

A template that is linked to a specific position, such as a leaderboard on a homepage, and that contains a wrapper for all ads served on the position.

Position type

Adds additional functionalities to a position, such as the possibility to load multiple types of ad formats into one position (see Position types).


Determines how important it is for the campaign to achieve its objectives within the determined period , in comparison with compared to competing campaigns.

Progress status

The ratio of already served impressions to the number of desired impressions.


A publisher maintains one or more online publications, for example, a blog, video channel, newsletter, smartphone app, webshop, or the online version of a printed newspaper.


A distributor of content via one or more media platforms.


Run of Network, the delivery of an advertising campaign across several sites within the network of a publisher's network.


Run of Site, the delivery of an advertising campaign within an entire publisher's site.

Rotation delivery

If the delivery method is set at rotation, each creative attached to the very same position will have an equal chance of being delivered.

Running status

Denotes the ‘health’ or the campaign's condition of the campaign or booking and indicates if there are any issues that may inhibit the start or delivery of a campaign.

Server response

The necessary information Adhese returns in response to a request.

SOV delivery method

Share of Voice, the booking reserves a part (share) from the position’s expected volume of impressions (voice). The delivery percentage indicates the percentage the booking must deliver. If the delivery percentage is set at 20%, the booking will be delivered once in every five impressions.

Stack format

A stack format sends a list of ads to the client (such as a browser) that can be displayed for the position at that moment. It is the responsibility of the client to decide which ad will be displayed.


The process of optimizing campaign performance by adjusting the delivery to, for example, the profile of your audience. See Targeting for the different targeting techniques.

Target URLThe website that is accessed by clicking the ad. Also known as the landing page.

Team campaign

Campaigns of users with the same user-level and parent publisher as the logged-in user.


Formats that are more complex than the IAB Standard Formats, as templates are characterized with advanced functionalities.

Third-party discrepancy

Differences between the reports of a publisher and an advertiser. Refer to Third-party discrepancies for more information about how to resolve these discrepancies.

Third-party tag

A piece of JavaScript code that is provided by a third party, usually the advertiser’s ad server (see Add a third-party tag).

TimestampA unique piece of code that is added to an ad request to prevent a browser from reusing a previously cached file of the same ad.
Track requestA request that is executed after the initial ad request and acts as an impression request.

Traffic status

Checks if everything is alright regarding the attachment of a booking to a creative of a campaign.

Unique visitor

A unique individual or browser which accesses a website (see also contact).


Video Ad Serving Template, a standard for communication requirements between ad servers and video players. VAST allows for a scalable delivery of video advertising campaigns to video players from different vendors because ad servers need to use a single ad response format – independent of the video player’s technology.

Viewable impressions

Impressions that have an actual change to be seen by the visitor.


An individual (or browser) that accesses a website.


Indicates how the delivery of a creative is distributed relative to other creatives attached to the same booking (see Weight per creative).


Controls the layering, positioning, rendering, and transparency of Flash content in the browser (see /wiki/spaces/AD/pages/11993794).