Ad blockers

Software designed to remove or alter ads. This software is available in browser and via 3rd-party applications.

Average revenue per user (ARPU)

It is a way to measure the overall health of the business on an ongoing basis. ARPU equals the total revenue in a given time period divided by the number of users in that time period.

Bid recommendation

Suggested optimal bid, based on the criteria you set for your campaign.


A specific zone or series of zones that you list where your ads will not be displayed.


The funds you allocate to your campaigns.

Campaign HTML pixel 

A tracking method that is placed into landing page code where the required action is completed. Working only for a specific campaign that can be selected in goal settings.

Click ID

Adcash advertisers will need the Click ID in order to integrate S2S (server-to-server) tracking.
Click ID is a unique code that is generated every time the advertiser campaign is clicked. It is usually a combination of numbers and letters.

Click-through rate (CTR)

The difference between the number of times an ad property has been clicked and shown. To calculate it, divide clicks by impressions.

Connection type

The Adcash self-service platform allows advertisers to optimize their campaigns by specifying how their audience connects to the internet. This may be useful if, for example, you are running a rich media Pop-Under campaign with relatively high bandwidth requirements.


An event that you want your audience to complete. Conversions can be broken down into micro and macro conversions.

Conversion rate

The number of users who have completed an event divided by the total number of users who were exposed to the campaign.

Conversion tracking

Used to measure campaign performance. There are two types of conversion tracking: informative and mandatory.

Cost per Click (CPC)

CPC stands for “Cost Per Click”, meaning you pay every time a user clicks on your ad. CPC is typically better for you when you want to focus on performance and interaction, rather than CPM where you are paying for users to see your ad.

Cost per Installation (CPI)

Payout model where the advertiser only pays when the product has been installed.

Cost per Lead (CPL)

Payout model where the advertiser pays when the lead form is completed or the lead information is otherwise captured.

Cost per Mille (CPM)

CPM stands for “Cost Per Mille” (“mille” is 1,000 in Latin), which means you pay a given price per 1000 ad impressions. CPM differs from CPC in that you pay every time your ad is viewed (i.e. an impression). CPM campaigns are suitable for brand building and brand awareness activities, where you want people to see your ad and create “top-of-mind awareness" with your audience.

Cost per Purchase (CPP)

Payout model where the advertiser pays when a purchase is made.

CPA Target

It is a bid type that automatically optimizes the campaign's traffic and performance in order to maximize the number of conversions. 


Created by advertisers who are bidding on publisher's traffic inventory.

Direct link 

This link is related and equal to pre-popped traffic.

Demand-side platform (DSP)

A DSP is a system that allows an advertiser to buy inventory from ad exchanges and manage advertising campaigns. It accesses data from multiple sources and performs real-time analytics to evaluate impressions as they are offered and place bids accordingly. 


It stands for ‘effective cost per mille’ and is the amount that an advertiser pays for every 1,000th ad impression, regardless of what buying method is being used (CPM, CPC, CPA Target).


Activities that you track to determine campaign performance, such as impressions, views, form completion, installations, purchases, etc.


The phase after Exploration, when the algorithms have analyzed the options and the model is bringing optimized traffic and a maximum number of conversions.


A learning phase after a campaign is started (applicable only for performance campaigns, e.g. CPC, CPAT, CPA, CPS%) where our prediction algorithms analyze different traffic sources' cost and performance to find the best traffic for the campaign.


It represents the publisher traffic that is not monetized by the Adcash platform due to various reasons – we don't have any campaigns to display, the publisher's zone capping was reached or the publisher has requested us to execute another script (either from another ad network or his own script/HTML).

Frequency capping

Used to limit the number of times each of your campaign formats is shown to a specific visitor. The default frequency cap for Adcash is once every 24 hours, however, you can also customize the frequency or choose not to cap it at all.


Location-centric targeting based on IP address, mobile device location, or information provided by the user during the registration process. 

Global S2S postback 

A tracking code that is used to integrate the server to server tracking. URL link is used as a postback setting for conversion tracking. When a user completes the required action, then your tracking system/server can use this postback to report that event to Adcash.  This tracking method requires the use of macro [clidikd] in the campaign URL. The value of this macro must be returned on the chosen event through parameter cid= inside the pixel code.  Works with any campaign type.  

Header bidding

Header Bidding (also known as header auctions and parallel bidding) is a technique that involves running SSP & Ad Exchange code directly on Publisher page. That way publishers can receive bids on their inventory that may be unavailable through their primary ad server and exchange. The returned bids are then passed to the ad server so they can compete with direct demand and the primary ad server’s exchange on a level playing field. 

Hybrid HTML pixel 

A global tracking pixel that is placed into the landing page code where the chosen action is completed. This tracking method requires the use of macro [clidikd] in the campaign URL. The value of this macro must be returned on the chosen event through parameter cid= inside the pixel code.  Works with any campaign type.  


An Inline Frame (IFRAME/iFrame) element allows one HTML document to be embedded within another HTML document. IFrames may be used to enhance the user experience on a website, like displaying ad content and comparing multiple documents.


When an ad property is displayed to a user, often reported in blocks of 1,000.


Also known as incentive advertising, occurs when a user has to engage with an ad (like perform an action) to receive something of value. For example, the user could complete an online survey, sign up to a free service or newsletter, download an app, watch a video, etc., and gain a reward upon completion.

Informative conversion tracking

Conversion tracking that is used solely for performance analysis because there is no payout associated with the event.

JavaScript (JS)

High-level, interpreted programming language that conforms to the ECMAScript specification.

Key Performance Indicator (KPI)

A distinct, measurable data point that helps to determine how effectively a campaign is contributing to key business objectives.

Landing page

A page that is created with a specific purpose in mind, often as part of a campaign. Tip: It is best practice not to use your homepage as a landing page.

Macro conversions

Conversions that reflect direct profit, can include software downloads, subscriptions, purchases, etc.

Mandatory conversion tracking

Conversion tracking that is used to track paid events. This tracks how many conversions were delivered by an ad network for the client.

Micro conversions

Conversions that lead to macro conversions, they can include content downloads, form completions, etc.

Native ads

Ads that closely approximate the form and function of the content in which they appear. As a result, they are less intrusive and have a higher engagement rate.


The process by which ad servers use algorithms to improve the campaign performance in close to real time.

Pricing models

Models that determine what advertisers pay for, e.g. CPM, CPC, CPA, etc. Advertisers select pricing models based on campaign goals and ad platform availability.


The number of times your campaign has been viewed over a specific time period.


A region can include areas both bigger and smaller than a city, such as counties, boroughs, parishes, municipalities and more. Many countries use wildly different names and classification systems for areas that are bigger or smaller than a city, so, if in doubt, search for the area you want to target through regions.

Real-time bidding (RTB)

It is a server-to-server process where advertising inventory (ad space on websites) is bought and sold on a per-impression basis through a programmatic instantaneous auction. 

The platform processes hundreds of thousands of ad opportunities in milliseconds and decides which one is best for your audience and budget. 

Return on investment (ROI)

It is a performance measure that is used to evaluate the efficiency of an investment or compare the efficiency of a number of different investments. ROI is a ratio between the net profit and cost of investment. A high ROI means the investment's gains favorably to its cost.

Smart link

A link related and equal to pre-popped traffic.

Special inventory

This category allows you to reach traffic where we’ve been unable to identify the users' exact geographical location, usually because they are using some kind of proxy/location masking tools or they are connected to the internet using a satellite connection. It is essentially any traffic where the location of the user cannot be determined.

The special inventory options are:
Anonymous Proxy
Satellite Provider

Supply-side platform (SSP)

It is a system that allows publishers to offer their available inventory to ad exchanges and DSPs. The supply side refers to the supply of advertising space, which is what the publisher (website owner) is offering.

Server-to-server (S2S)

Refers to a server to server connection. It is applied to the global tracking pixel via server postback. See Global S2S postback. 

Sub IDs

Sub IDs can be very useful to help you track how users interact with different advertisements on your website. If, for example, you have multiple ads on one site that use the same zone, you can use the Sub ID to track which of these ads performs the best, thus helping you optimize your website’s monetization performance.


Created by publishers who are auctioning off their traffic to advertisers. Typically, the more targeting information that is provided, the more valuable the traffic will be.


The process of specifying the attributes that a user must possess before he/she will be shown an ad.

Traffic source

It shows you where your campaign traffic comes from. Traffic sources can be direct, search, referral (i.e. from ad networks), and other sources, such as email campaigns.


An individual who enters an app, website, or other property (such as a landing page). A user is identified via their IP address and/or advertiser ID.


A zone or zones where your campaigns will be displayed. Any zone that is not specified in the whitelist will be excluded.


It is the ad space/placement on your website (also known as ad unit in Google/Facebook) where the advertisements will be displayed to your users. You can create a zone on the Adcash platform and integrate the code into your website in order to display ads to users and monetize your traffic. There are different kinds of zones (ad units) including Native ads, Pop-Under ads, Banner ads, Interstitial and Push Notifications.