Terminology Overview

40 Acronyms You Should Know

Acronyms can definitely simplify communication, but it can be challenging to remember what each one stands for. However, we've got you covered! Here are some common acronym examples along with their meanings, so you can stay in the loop too.

General acronyms
KPI Key Performance Indicator A measurable metric used to evaluate the success and performance of a specific objective or goal in business or other areas.
B2B Business-to-Business Refers to businesses that primarily sell products or services to other businesses.
TA Target Audience A specific group of individuals or demographics that a product, service, or message is intended to reach and resonate with.
ISP Internet Service Provider A company or organization that provides internet access and related services to individuals, businesses, and other entities.
SIM Subscriber Identity Module
A smart card that stores identification information that pinpoints a smartphone to a specific mobile network.
OS Operating System Software that manages computer hardware and software resources, provides a user interface, and facilitates the execution of programs on a computer or mobile device.
API Application Programming Interface
A set of protocols, tools, and definitions that enable different software applications to communicate and interact with each other, allowing for the exchange of data and functionality.
SEC Socio-economic class Categorization of individuals based on their social and economic factors, such as income, data usage, device price, location tags, browsing data, online user behavior, etc.
RM Rich Media
Interactive and dynamic digital advertisements that incorporate multimedia elements such as videos, animations, and interactive features to engage and captivate the audience.
MP Media Plan A strategic document that outlines the intended media channels, placements, and scheduling to reach the target audience and achieve advertising objectives effectively.
WL White List A curated list of approved websites, publishers, or content platforms that meet certain criteria and are considered safe and suitable for ad placements.
BL Black List A list of websites, publishers, or content platforms deemed unsuitable or undesirable for ad placements due to inappropriate content or low quality.
BLS Brand Lift Study
A research method that measures the impact and effectiveness of an advertising campaign by assessing changes in consumer perception, brand awareness, purchase intent, and other key metrics.
CTA Call to Action A prompt or instruction that encourages the audience to take a specific action, such as clicking a link, making a purchase, or signing up for a newsletter.
USP Unique Selling Proposition A distinctive feature or benefit of a product or service that sets it apart from competitors.
B2C Business-to-Consumer Refers to businesses that sell products or services directly to consumers.
GDPR General Data Protection Regulation A regulation that governs data protection and privacy for individuals within the European Union (EU) and the European Economic Area (EEA).
Advertising acronyms
CPM Cost Per Mille (thousand) The cost that an advertiser pays for every one thousand impressions of their ad being served or displayed.
CPC Cost Per Click A pricing model in advertising where advertisers pay a certain amount for each click on their ad.
CTR Click-Through Rate A measure in advertising that represents the percentage of users who clicked on a specific ad or link out of the total number of impressions it received.
CPV Cost Per View A pricing model in advertising where advertisers pay a certain amount for each view or engagement with their video ad.
CPCV Cost Per Completed View A pricing model in video advertising where advertisers pay for each video view that the viewer completes.
VTR View-Through Rate
A metric in advertising that measures the percentage of viewers who watched a video ad to completion or a significant portion of it without clicking on the ad or taking immediate action.
CPI Cost Per Install A metric used in mobile app advertising that represents the cost an advertiser pays for each installation of their app attributed to an ad campaign.
CPE Cost Per Engagement A metric used in advertising to measure the cost an advertiser pays for each user engagement with an ad, such as clicks, interactions, or other specified actions.
ER Engagement Rate
A metric used to measure the level of user engagement with a specific ad or campaign, often calculated as the percentage of users who interacted with the ad divided by the total number of impressions or reach.
ROAS Return on Advertising Spend A metric that measures the effectiveness of advertising campaigns by calculating the revenue generated for each dollar spent on advertising.
ROI Return on Investment A measure of the profitability or efficiency of an investment, including advertising campaigns.
CPA Cost Per Acquisition A metric that measures the cost an advertiser pays for each specified action or conversion, such as a purchase or sign-up.
CPL Cost Per Lead The cost an advertiser pays for each new lead generated through their marketing efforts.
VPAID Video Player-Ad Interface Definition A standard for in-stream video ads that enables interactive and engaging ad experiences within video players.
IBV In-banner video
A type of online advertising where video content is displayed within a standard banner ad format, allowing for the delivery of video content without requiring a separate video player or dedicated video ad space.
VAST Video Ad Serving Template A standard XML-based ad format used to deliver video ads to video players.
Programmatic acronyms
DSP Demand Side Platform A software platform that enables advertisers and agencies to automate and optimize the buying process of digital ad inventory across multiple ad exchanges, reaching targeted audiences effectively.
DMP Data Management Platform
A centralized technology platform used in advertising that collects, organizes, and activates data from various sources to create targeted audience segments for more effective ad targeting and personalization.
SSP Supply-Side Platform
Technology platform used in advertising that helps publishers and media owners manage and optimize their inventory by connecting them with demand-side platforms (DSPs) and facilitating the selling of ad impressions programmatically.
RTB Real-Time Bidding
Automated auction-based process in advertising where ad impressions are bought and sold in real-time, allowing advertisers to bid on and display ads to specific users based on their targeting criteria.
PMP Private Marketplace
An invitation-only marketplace where publishers offer premium ad inventory to a select group of pre-approved advertisers, providing a controlled and more exclusive environment for buying and selling programmatic advertising.
PG Programmatic Guaranteed
Buying method where advertisers and publishers negotiate and pre-agree on specific inventory and pricing through programmatic channels, ensuring guaranteed ad placements and delivery.
PD Preferred Deals
Buying arrangement where publishers offer selected inventory to specific advertisers at negotiated prices before making it available in the open marketplace, providing preferential access to high-quality ad placements.

Eskimi Macros

List of Eskimi Macros'es:

Macro Description Example
{eucid} End user click ID eyJkZXZpY2VUeXBlSWQiOjIsInNlZ21lbnRJZCI
{dmp_id} DMP user ID 613f8f74-75dd-4abc-a2ea-808c6234c58c
{device_id} Device/user identifier from exchange (i.e. gaid, ifa, idfa, aid) 613f8f74-75dd-4abc-a2ea-808c6234c58c
{device_ip} Device IP address 123.45.67.0
{device_operator} Device mobile operator/ISP title NG Airtel
{device_ua} Device User-Agent
Mozilla/5.0 (Linux; Android 8.0.0; SM-G960F Build/R16NW) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/64.0.3282.137 Mobile Safari/537.36
{device_brand} Device brand Samsung
{device_model} Device model Galaxy S9
{device_os} Device operating system Android
{device_browser} Device browser Chrome
{exchange_id} SSP exchange ID 14
{exchange_title} SSP exchange title OpenX
{site_id} App/Site ID 123456
{site_title} App/Site title bbc.com
{site_type} App/Site type site
{app_bundle} App bundle bbc.mobile.news.ww
{site_domain} Site domain bbc.com
{campaign_id} Campaign ID 12345
{campaign_title} Campaign title Test campaign
{campaign_type} Campaign type banner
{creative_set_id} Creative set ID 123456
{creative_set_title} Creative set title Test creative set
{creative_id} Creative ID 1234567
{creative_title} Creative title Test creative
{creative_type} Creative type banner
{creative_size} Creative size 300x250
{cachebuster} Current UNIX timestamp 1540000000
{date} Current date 2014-11-04
{time} Current time 12:34:56
{gps_latitude} GPS coordinate latitude 12.345
{gps_longitude} GPS coordinate longitude 23.456
{click_url} The unescaped click URL for the ad  
{click_url_enc} The escaped click URL for the ad  
{click_url_async} S2S click url tracking pixel  
{event_url} Custom metrics collection URL prefix https://xxx.yyy.zzz/?dynamic-event&type=
{bid_id} Bid response ID {timeInMillis}.{exchangeId}.{bidRequestId}

Digital Advertising Metrics (add other metrics)

CTR

A ratio showing how often people who see your ad end up clicking it. Clickthrough rate (CTR) can be used to gauge how well your keywords and ads are performing.

CPC

Cost-per-click (CPC) bidding means that you pay for each click on your ads. For CPC bidding campaigns, you set a maximum cost-per-click bid - or simply "max CPC" - that's the highest amount that you're willing to pay for a click on your ad (unless you're setting bid adjustments or using Enhanced CPC).

 We recommend the CPC bidding method if you want to drive traffic to your website.

CPA

This is the average amount you’d like to pay for a conversion. The target CPA you set may influence the number of conversions you get. Setting a target that is too low, for example, may cause you to forgo clicks that could result in conversions, resulting in fewer total conversions.

If your campaign has historical conversion data, AdWords will recommend a target CPA. This recommendation is calculated based on your actual CPA performance over the last few weeks. When you create a new campaign, Eskimi DSP will recommend a target CPA based on your account’s historical conversion data.

When formulating a recommended target CPA, we’ll exclude performance from the last few days to account for conversions that may take more than a day to complete following an ad click. You can choose whether to use this recommended target CPA or to set your own.

CPM

Cost-per-thousand viewable impressions bids (CPM) let you bid for impressions when your ads appear in a viewable position, and you only pay when ads are measured as viewable by Active View. 


A way to bid where you pay per one thousand views (impressions) on the Eskimi Network.

Viewable CPM bidding ensures that you only pay when your ads can be seen. Existing CPM bids will be converted to vCPM automatically, but it is best to update your bids since viewable impressions are potentially more valuable.

CPV

A bidding method for video campaigns where you pay for a view. A view is counted when a viewer watches 30 seconds of your video ad (or the duration if it's shorter than 30 seconds) or interacts with the ad, whichever comes first. Video interactions include clicks on the call-to-action overlays (CTAs), cards, and companion banners. You set CPV bids to tell Eskimi DSP the maximum amount you're willing to pay for each view.

Impressions

How often your ad is shown. An impression is counted each time your ad is shown on a search result page or another site on the Eskimi DSP Network.

Clicks

When someone clicks your ad, Eskimi DSP counts that as a click.

Conversions

Conversions in Eskimi:

1) Post-click conversion - a conversion that occurred within set post-click attribution window. This number of conversions counts into the total amount (in Conversions report). Also, it is included into Custom conversions report as Post-click.

1) Post-view conversion - a conversion that occurred within set post-view attribution window. This number of conversions counts into the total amount (in Conversions report). Also, it is included into Custom conversions report as Post-view.

Rich media creatives events

Default metrics, which should be present in every Rich Media solution released by Eskimi platform:

Main events examples:

Main - Triggered when the user first interacts with the RM. Should be triggered only once.
Mouse_Over - Triggered when user mouse hover over RM.
Touch - Triggered when user touches the RM (Typically on mobile Devices).

Side events examples:
CloseAd - Triggered when user closes an ad. Typically floating and takeover Ads.
Swipe_Right - Triggered when user swipes right. Typically carousel or draggable Ads.
Seen_frame_[number] - Triggered when ads has multiple frames and user navigates through them.

DMP Profile

Until now we should already know what is DMP, how it works, where it is used and etc. However, it is not clear what data points are being collected. This table includes all the data points that are being collected into the DMP user profile. 

DMP profile is stored for ever. Unless the user isn't seen in the last 30 days. If this happens then the DMP profile is deleted. However, if the user is constantly seen browsing online then it will stay in our DMP. 

Even though a DMP profile can stay in our DMP for ever some parts of the DMP profile is deleted after certain period of time. Country, city, tmpCity, deviceModelIds, operatorModelIds, keywords, connection type, siteId parts are kept in the profile for 60 days if they are not updated constantly. For example a user can visit a country and if the country won't be visited within 60 days, then the information will be deleted. However, if the user is constantly visiting the country then the information will stay in the profile. 

Technical name

Explanation

dmpId

User identifier.
Mobile advertising ID on apps, cookie ID on web

countries

list of countries DmpID was seen in

countrySeenTime

Last seen time DmpID was seen in country

cities

List of cities DmpID was seen in, based on GPS data

citySeenTime

Last seen time DmpID was seen in a city

tmpCities

list of cities DmpID was seen in, based on all other data (IP, user input, etc)

tmpCitySeenTime

Last seen time DmpID was seen in TmpCity

yobs

Years of birth. Can be multiple depending on user input

genders

Genders. Can be multiple depending on user input

pageViews

Total number of page views

operatorPageViews

Shows how many page views per day each operator ID has

operatorIds

Telco operator IDs

operatorSeenTime

Last seen time for operator

operatorFirstSeenTime

First seen time for operator

modelIds

Device model

modelSeenTime

Last time device model was seen with DmpID

operatorModelIds

what device was used with specific operator

operatorModelSeenTime

When was the last time device was seen

keywords

Verticals or interest categories, e.g. https://storage.googleapis.com/adx-rtb-dictionaries/publisher-verticals.txt

keywordSeenTime

last seen time for keyword

connectionTypes

How users connected to internet. 2G, 3G, 4G, wifi, etc

connectionTypeSeenTime

last seen time per connection type

deviceId

Legacy. Original Device ID of the user. matches DmpID.

siteIds

Internal site ID where user was browsing. Might be converted to exact app bundle or site domain

siteSeenTime

When was the last time user visited a specific site.

firstSeen

First time DmpID was seen

lastSeen

last time DmpID was seen

isOperaMini

Legacy. Deprecated

lastAvg

number of page views per day