DCI Dashboard Glossary
General Terms
| Term | Definitions |
|---|---|
| DSP | Demand Side Platform (A platform which facilitates the buying of digital advertising normally through participation in a programmatic auction) |
| DV360 | Google Display Video 360 |
| TTD | The Trade Desk |
| Industry | The Vertical in which an advertiser#s products or services are categorised, such as automotive or travel. |
| MAID | Mobile Advertising ID Mobile Ad ID (MAID) is a sequence of symbols, given by the mobile device’s operating system. It’s shared with the servers of the apps that the user is using to track his journey and follow his or her choices. The MAID on Android Google Ad ID (GAID) and iOS (IDFA) are part of the operating systems and in the recent years are being modified according to the updated privacy policies. |
| Unique IDs (Network or Client) | An ID used to identify a user profile |
| Performance Index | This is the 0-100 scale to which performance is compared for more information see: here |
| Share of Impressions analysed in % | This is the % share for your chosen split from the total data driven impressions. For more information on how PCG aggregates please see: here |
Media Type Filter
| Term | Definitions |
|---|---|
| Audio | When a creative is delivered over an audio channel such as digital radio. |
| Display | Where the creative delivered was a Display creative, normally, html5, jpeg or gif formats. |
| Video | Where the creative delivered was a video creative, normally, per-roll, mid-roll, post-roll or out of stream. |
Device Type Filter
| Term | Definitions |
|---|---|
| Connected Device | When a creative is delivered over a Connected Device such has a Smart Watch. |
| Connected TV | When a creative is delivered over a Connected TV. |
| Desktop | When a creative is delivered over a Desktop Environment. |
| Other | Inventory not defined in an existing category. |
| DigitalOutOfHome | Creative delivered to Digital Out of Home Channels. |
| Smart Phone | When a creative is delivered over a Smart Phone Environment. |
| Tablet | When a creative is delivered over a Tablet. |
KPI Filter
| Term | Definitions |
|---|---|
| CPC | Cost Per Click, CPC is calculated by dividing the advertising spend by the number of clicks achieved. This filter narrows the view to campaigns which have a CPC goal. The CPC Goal is used in the Performance Index as the basis for benchmarking. |
| CPM | Cost Per (Thousand) Impressions, CPM is calculated by dividing the advertising spend by the number of Impressions/1000 achieved. This filter narrows the view to campaigns which have a CPM goal. The CPM Goal is used in the Performance Index as the basis for benchmarking. |
| CPV | Cost Per View CPM is calculated by dividing the advertising spend by the number of Viewed Impressions/1000 achieved. This filter narrows the view to campaigns which have a CPV goal. The CPC Goal is used in the Performance Index as the basis for benchmarking. |
| Other (KPI) | KPIs which do not fall under CPC, CPM, CPV are grouped at Other. |
Identifier Type
| Term | Definitions |
|---|---|
| Contextual | A contextual signal such as Page categorisation or KW targeting is utilised. |
| Geo Signal | A geo signal for either PLZ or Latitude and Longitude is utilised |
| Mixed | Where more than one identifier is in use and a single identifier can not be identified. |
| Standard Identifier | A cookie, or Maid is utilised |
| YouTube Categories | Targeting in audiences based on YouTube’s Category taxonomy. |
Data Provider
| Term | Definitions |
|---|---|
| Data Provider | Supplier of data to a DSP for the targeting and optimisation of media campaigns, data is usually 3rd Party but can also be 2nd party in some cases. |
| Other | With the data provider view only the top 9 performers are shown, all remaining providers are aggregated and displayed as “Other” |
Data Type
| Term | Definitions |
|---|---|
| 1st Party Data | First-party data refers to the data that a company collects directly from its own customers or users. This data is typically gathered through interactions with the company’s website, mobile app, or other digital platforms. It can include information such as customer demographics, purchase history, website behaviour, and preferences. |
| 3rd Party Data | Third-party data refers to data that is collected by external sources or data providers that are not directly affiliated with an advertiser or its customers. This data is typically aggregated from various sources, such as data brokers, publishers, or other data vendors, and can include information about consumer behaviour, demographics, interests, and purchasing patterns. |
Match Method
| Term | Definitions |
|---|---|
| Match Method | The Method how a user was added to a segment. |
| Lookalike | Where audiences had a Lookalike, Twinning or Enhanced targeting function enabled (DV360). Therefore these audiences can be a combination of the original seed audience and the expanded audience. |
| Retargeting | Where the audience was built specifically from client behavioural data to reengage with the user at a later stage in their Consumer Journey. |
| Publisher | Where the data has been identified as originating from Publisher supplied segments. |
| Standard | Where the user has been matched using standard identifiers, these include 3rd party cookies, 1st party cookies, and MAIDs. |
Data Provider Type
| Term | Definitions |
|---|---|
| (Advertiser) 1st Party Data | Originating from the advertiser |
| Data Provider | From a 3rd Party Data Provider |
| DSP Segment | From segments curated by the DSP |
| Publisher | Where the data has been identified as originating from Publisher supplied segments., Inventory type is not utilised in this aggregation. |
Identifier Type
| Term | Definitions |
|---|---|
| Contextual | A contextual signal such as page categorisation or KW targeting is utilised, either via segmentation or realtime targeting for contextualisation. |
| Geo Signal | A geo signal for either some forms of PLZ or Latitude and Longitude is utilised. The Geo Signal is derived from the segment taxonomy and data provider therefore campaigns utilising client PLZ are not taken into consideration Example of current Geo data recognised are:
|
| Mixed | Where more than one identifier is in use and a single identifier can not be identified. |
| Standard Identifier | Standard Identifiers are defined as Cookies and MAIDs. |
| YouTube Categories | Targeting in audiences based on YouTube’s Category taxonomy. |
Segment Type
| Term | Definitions |
|---|---|
| Custom | Where the audience was created based on a specific requirement and brief, these can be for example client/specific audiences. |
| Standard | Where segments are offered as standard, normally these will be available to one or many as default from Partners and Platforms. |
Future-Proof
| Term | Definitions |
|---|---|
| Any Other Identifier | Any Other Identifiers is as it sounds this is a grouping of all other segments which have not been identified as Geo or Advanced contextual which for us are not Future-Proofed against deprecation or possible browser security changes. |
| Advanced Contextual | Where the audience segments utilised come from the usage of a contextual provider, this is where the segments utilised aim to place ads on web pages that are relevant to the content preferences of the client. Through contextual targeting, you can create more relevant ads and reach an audience that has demonstrated an interest in topics that are related to your products or services either semantically or directly with Keyword targeting. |
| Geo | This is where a client is utilising a targeting method outside of Geo settings with their campaign (Country or Regional targeting within DSP settings), Methods of geo targeting include but are not limited to Proximity segments and segments built from a Geo based algorithm. |
| smartareas | smartareas is a provider from the category “Geo” above but we have decided to break this out, to make it easier for end users of the DCI Dashboard to understand what % of Geo is currently being given to this provider. |