Terminology

This document defines concepts and words used in the Advisible platform and its documentation.

adapter
Adapters are used to integrate ad servers with the platform. Every adapter consists of a backend and a frontend.
adapter backend
A service that accepts ad requests and responds with ad items and bids. When an ad request is performed on a placement, all connected adapter backends will be queried concurrently.
adapter frontend
The frontend Javascript code that receives ad items originating from its backend. The frontend is responsible for rendering the content and track its viewability.
Advisible ID
A unique, numeric identifier for agencies, advertisers and publishers in the platform.
article
A full-content ad with headline, main image, lead and a body that may contain images and other embedded content.
article viewability
An article is deemed viewable (i.e., has been read) when it has been in view for an accumulated period of at least 10 seconds. The article is in view when either 50% of its pixels are in the viewport or it covers 50% of the viewport's height.
container element
ADK term referring to an HTML element with the data-adk-container attribute, i.e., the outer element of a container.
CPR, cost per read
An inventory pricing model applicable to articles. The advertiser pays the publisher for the number of viewable articles.
CPM, cost per mille
Cost per thousand impressions. This is included only for completeness and is not used by the platform. For the inventory based pricing model, see vCPM. For platform pricing the units are always explicitly stated, e.g., per 1000 requests.
delivered on inventory
Ads that are selected by the system and loaded as a result of a placement ad request are delivered on inventory. This is in contrast to directly loaded ads. Teasers are always delivered on inventory while articles can be both directly loaded (e.g., after click on a teaser) and loaded on inventory (e.g., in infinite scroll).
directly loaded
Ads that are loaded as a result of an action by the visitor are directly loaded. This is in contrast to ads delivered on inventory. Only articles can be directly loaded, it is not applicable to teasers. Examples of direct loading is traffic from a search engine or via click on a teaser.
infinite scroll
Methods used on websites to allow articles to be dynamically loaded as the visitor scrolls past the main article. This term is used in a broad sense by the documentation, spanning from simple solutions where a placement is just appended at the bottom of an article to complete integrations where related content is loaded, the url is updated dynamically, etc.
placement
A named surface on a website used for displaying ads. An ad request is sent to the platform when the placement is loaded and if there is a matching campaign it will be delivered and rendered at the placement.
teaser
An ad that is a link to an article, usually containing at least a headline and an image.
teaser viewability
A teaser is deemed viewable when 50% of its pixels have been inside the viewport for at least 1 continuous second.
vCPM, viewable cost per mille
An inventory pricing model applicable to teasers, where the advertiser pays the publisher for viewable teasers.
viewability
The number of viewable items divided by the number of loaded items.
viewable
See specific definitions for teaser viewability and article viewability.