Ad Blockers

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

Bid Recommendation

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


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


The funds you allocate to your campaigns.

Click ID

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

Clickthrough Rate (CTR)

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

Connection type

The Adcash self-service platform allows advertisers to optimise their campaigns by specifying how their audience connects to the Internet. This may be useful if, for example, you are running a media-rich site 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’re paying for users to see your ad.

Cost per Installation (CPI)

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

Cost per Lead (CPL)

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

Cost per Mille (CPM)

CPM stands for “Cost Per Mille” (“mille” is latin for 1000), 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 can be good for things like brand building and brand awareness, where you want people to see your ad and keep your brand “top of mind” with your audience.

Cost per Purchase (CPP)

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

CPA Target

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 traffic inventory.


Activities that you track to determine campaign performance; can be impressions, views, form completion, installations, purchases, etc.

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 at all.


Location-based targeting based on IP, mobile device location, or information provided for completing registrations.


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

Informative Conversion Tracking

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

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.


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.


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

Native ads

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


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

Pricing Models

Determine what advertisers pay for, e.g. CPM, CPC, CPA, etc. Advertisers select pricing models based upon campaign goals and ad platform availability.

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 that user cannot be determined.

The special inventory options are:
Anonymous Proxy
Satellite Provider


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


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 systems of classification for areas both bigger and smaller than a city, so, if in doubt, search for the area you want to target here.

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

Where your campaign traffic originates. Traffic sources can be direct, search, referral (such as from ad networks), and other sources such as email campaigns.


Individual who enters an app, website, or other property (such as a landing page). A user is identified via his/her IP and/or advertiser ID.


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