UpRival’s glossary list of terms and words that you should be familiar with as an UpRival user.


Advanced Publisher Methods:

A specific type of creative tag that allows you to use UpRival to interact with your website visitors to keep them interested in your site, offer promotions, collect information, etc with a pop-up or ad that will show on top of the web page.

Ad Agency (Advertising Agency):

An advertising agency is a business dedicated to creating, planning, and handling advertising techniques and other various forms of marketing for its clients.

Ad Server:

The technology and service that places advertisements on websites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the web site or advertiser the most money, and monitor progress of different advertising campaigns.

Ad Scheduling:

A feature that allows you to set any ad, or group of ads, to show for a specific time frame, for a maximum number of impressions, or a maximum number of clicks, before the ads shut-off automatically (according to your settings).

(Ad) Campaign:  

An advertising campaign is a specific course of action designed to advertise a company, cause, or product that employs an intentional and carefully coordinated series of marketing tools (banners, DSPs, etc.) to reach the target audience.

Ad Category:

A way to segment ads within a banner that is serving more than one ad.

Ad Group:  

A group of ads organized by geography, vertical, advertiser, ad template, etc. In UpRival, targeting can be set on the ad group level just like the ad level.

Ad Status:

How UpRival shows whether an ad group or ad will serve when the creative tag is called. The ad status’ within UpRival are Active (On) and Inactive (Off).

Ad Tag:

A piece of code that communicates with an ad server to serve ads on a website or through a DSP. UpRival provides ad tags as JavaScript, iFrame, or anchor “A” tags. JavaScript and iFrame are recommended for direct placement on websites or DSPs. A tags are used for serving ads in email placements.

Ad Templates:

An ad formatted previously in UpRival that can be used many different times.

Ad Types (Tracking Types):

The ad type is chosen at a placement level and will define what type of placement you are trying to create. UpRival has 3 different ad types:

Ad Server – Used to serve your standard banner ads.

Link Tracker – Used to track click data.

VAST Tag – Used for video ad serving.

Ad Weight:

A way within UpRival to change the frequency of how often an ad group or ad is shown.


API is the acronym for Application Programming Interface, which is a set of clearly defined methods of communication between various components or programs.

API Domain:

This is the domain used to save and generate your campaign and click URL’s in UpRival.

Automated Rules:

Automated rules let you make changes in your account automatically, based on settings and conditions you choose.


Banner Ads: Standard ad placements (like a 300×250 or 728×90) that do not necessarily fit in the flow of the news feed. These ads are designed to grab the attention of the user, and can be flashy or stand out.

Pros: Easily identifiable, many ad exchanges to buy traffic.

Cons: Banner blindness, higher CPMs for quality placement, low click-through rates.

Billable Impression:

An ad impression for which a publisher, or ad network, charges the advertiser (who owns the ad).

Bulk Destination URL Update:

This is a tab within the “Setting” menu in UpRival that allows you to bulk change your destination URLs.


A company that contracts with a Demand Partner to buy ad inventory, such as an ad agency or trading desk.

Buying Model:

For Publishers: The term under which a specific inventory purchase is made.

For Demand Partners: A framework used for purchasing inventory.



An advertising plan in its entirety, from conception through creation and buying to tracking and final analysis.


A ‘Content Delivery Network’ or ‘Content Distribution Network’ (CDN) is a geographically distributed network of proxy servers and their data centers. The goal is to distribute service spatially relative to end-users to provide high availability and high performance.

CDN Domain:

This is the domain used to save and generate your images that you upload to UpRival.

Churn Rate:

Reflects the percentage of users that have exited a segment, based on the total number of users within the segment.

Click Macro:

The click macro expands to a special URL so that third party trackers can track clicks from the UpRival ad tag.

Click-through Rate (CTR):

The number of clicks divided by the number of impressions.


Initiation of a User presence on a web page that originated from a User’s clicking on an advertisement.

Click Tracking:

The way in which you want the system to track the clicks that come from your ads. There are 2 tracking types:

Raw – All clicks that come from your ad, even if they come from the same user.

Unique – When a user clicks on your ad for the very first time.


The practice of hiding an ad creative that is against advertising policies behind a more generic creative. Usually done by using cloaking software specifically designed to do so, or by using targeting to hide ads during the review process. This practice is strictly against UpRival’s terms and conditions.


An exact copy. You can clone anything within UpRival. If you clone a Publisher, it will clone all Placements, Ad Groups, and Ads within that Publisher.

Companion Ad Units:

Within an ad unit group, the ad units serve ads when the master ad unit wins an impression.


Children’s Online Privacy Protection Act, this is a law that was created to protect the privacy of children under age 13.

CPA (Cost Per Action):

A pricing method that calculates cost based upon the number of times a user takes action, based on an ad (conversions).

CPL (Cost Per Lead):

A pricing model based on the number of website visitors who clicked on a particular ad.


The canonical name record (CNAME) in a DNS database which is part of the zone file and is used to point Internet traffic to a host name.

Example: a CNAME record such as ‘’ can be used to designate traffic to a site at ‘’).

Clients can CNAME their own domain to replace the domain.

Container Ads:

Multiple ads that can fit in one standard ad placement. These ads target specific users and provide a way for advertisers to get more traffic to their ads on a single impression.

Pros: All of the benefits of both banner ads and native ads, lower cost per click, highly customizable.

Cons: Not supported in many ad servers, requires knowledge of HTML and CSS coding, not available in some ad exchanges.

Conversion Pixels:

Code placed on an offer and “fires” when a sale is made. This makes it possible for a third party to record the conversion.

Cost Metric:

The metric used to track your spend within UpRival. In Uprival you can track spend by CPM, CPC, CPA, or by a Flat rate.

Cost Per Click (CPC):

Spend divided by number of clicks.

Cost Rate:

The rate at which your placement spend will be calculated. This works hand-in-hand with what you choose in the Cost Metric field.


A media asset associated with an ad, such as a video file or an image.

Creative Template:

Enables the creation of custom code for non-standard ad formats. This can be reused to help speed up the process of creating multiple similar ads.

Creative or HTML Tag:

An Ad Tag is a piece of HTML or JavaScript code that is inserted into the source code of a web page via an Ad Server. Simply put, the Ad Tag is a digital placeholder within which content will ultimately display.



Dayparting is the practice of running ads at specific times of the day or on specific days of the week to more effectively target an audience.


Ad networks use this term to describe the ads served to fill unsold inventory space. Generally speaking, these include low-paying, non-paying or community service ads.

Demand Partner:

A company that facilitates the buying of ad inventory on behalf of clients (typically, a demand-side platform (DSP) company).

Demand-side platform (DSP):

A demand-side platform (DSP) is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online advertising takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allows users to optimize based on set Key Performance Indicators such as effective Cost per Click (eCPC), and effective Cost per Action (eCPA).

Desktop Web:

Refers to the use of the internet via a desktop computer web browser. Not to be confused with mobile web.

Destination URL:

A Destination URL is simply the address of your web page people reach when they click one of your ads.

Direct Sold:

Inventory sold directly by the publisher to an advertiser, whereas remnant inventory is sold by a third party company.

Domain Settings:

This is a tab within the “Setting” menu in UpRival that allows you change your site domain, API domain, and CDN domain.



Effective cost per mille, tells a publisher what he or she would have received if they sold advertising inventory on a CPM basis.

Earnings Per Click (EPC):

Revenue divided by number of clicks.

Embed Method:

The type of code that UpRival will create for you based on how you want to serve your ad tag placement.

End Card:

An optional, clickable, rich media or display creative that appears when a mobile opt-in video ad is done displaying. It encourages viewers to take a specific action (call to action), offering an opportunity to explore the advertiser’s content.

Equal Weighting:

An ad delivery method where the Ad Server evenly distributes impressions between ads within the line item.

Estimated Cost per Action (eCPA):

Spend divided number of conversions.

Estimated Cost per Mille (eCPM):

Total spend per thousand impressions (Spend divided by Impressions/1000).



The minimum price a publisher is willing to accept for any given impression.

Forecasted Clicks:

The number of clicks that have been booked to deliver for an ad campaign.

Forecasted Conversions:

The number of conversions that have been booked to deliver for an ad campaign.

Forecasted Impressions:

The number of impressions that have been booked to deliver for an ad campaign.

Frequency Capping:

Using cookies to track the impression count of ads served, and to stop any given ad from being shown to a single visitor more than the set number of times.



GDPR is an acronym for ‘General Data Protection Regulation” and is the legal framework that requires businesses to protect the personal data and privacy of European Union citizens.

Geographic Targeting:

A targeting demographic that describes a viewer’s physical location, such as their city or state.

Guaranteed Line Item:

Represents a purchase that reserves inventory.



An advertising placement that uses code to create a placement. HTML ads can be uploaded as a zip file in UpRival. (NOTE: The HTML page in your zip file needs to be named ‘index.html‘ for the UpRival system to recognize and create your ad copy properly.)


iFrame Tag:

An iFrame (Inline Frame) is an HTML document embedded inside another HTML document on a website. The iFrame HTML element is often used to insert content from another source, such as an advertisement, into a Web page.


A call to the ad server for an ad to be delivered to a web page or through a DSP.

Impression Cap:

An integer representing the maximum number of impressions for a line item within its flight dates.

Impression Goal:

The maximum number of impressions delivered for a line item in a single day, or over the duration of the line item’s flight (total). Once the line item reaches a set daily impression goal, it will be temporarily unavailable for ad selection.

Impression Recycling:

A way to refresh an ad within placement to show a new ad after a set period of time. This allows you to server multiple banners to the same user while only paying for a single impression. You can recycle the ad as many times as you want, and go back and forth between text ads, display ads (banners) and HTML ads.

Incentivized Video:

A kind of linear video ad or ad unit that differs from a rewarded video, in that viewers are paid in cash, or another form of liquid reward, such as a gift card.

In-Banner Video Ad:

Ad templates or banners with videos embedded in them.


An in-stream ad appears within video content, such as a pre-roll ad attached to a YouTube video.


A full-screen ad that displays within content transitions. For example, a video ad that plays between levels of a mobile game.


A type of rich media mobile web ad that displays an interstitial creative during a gap in publisher content. The creative is revealed, then dismissed, without any interruption, as the user scrolls through the content.


Ad space available on a website or app.


JavaScript (Script) Tag:

The script tag is used to define a client-side script (JavaScript). The


Landing Page HTML:

Coding for a full web page that can be upload in a zip file and served in the UpRival system. With our infrastructure of cloud based servers your landing pages will server at lightning fast speeds.

Landing Page URL:

Your domain or website address that you put into the ‘Destination URL’ Field within UpRival.

Line Item:

Represents the primary unit of execution for an order of a specific inventory purchase, and the required conditions for ad delivery.

Linear Video:

A video ad or ad unit, typically displayed in a video player before (pre-roll), after (post-roll), or during a break in the video (mid-roll).



Macros are special strings in the ad tag that a DSP will later replace with another value based on a campaign’s settings in the DSP.

Managing Account:

Represents the account relationship established between a container account (parent) and its sub-accounts (children), which allows the parent account full read and write access to its managed accounts.

Manual Weighting:

An ad delivery method where the ad server distributes impressions between ads in a line item based on the Ad Weight setting for each of the ads displayed within the line item.

Media Library:

A place where you can easily manage all of your images, videos, and any other documents (CSS, Javascript, HTML, etc) for your advertising.


In-stream video ads that play in the middle of video content.


From Latin per mīlle, “in each thousand”, also spelled per mil, means parts per thousand. Not to be confused with parts per million.

MRAID (Mobile Rich Ad Interface Definitions):

Mobile Rich Ad Interface Definitions, a type of API framework for interfacing between native mobile capabilities and an ad creative.


Native Ads:

Native ads (also called content ads) are integrated into the editorial feed. They appear as a recommended or related news story that fits in with the overall style and tone of the page.

Pros: Higher click through rates, high visibility, avoid banner blindness.

Cons: Higher click through doesn’t translate to higher conversions, taglines and images tend to be misleading, more viewers are being conditioned to avoid “related/recommended” stories.

Non-linear Video:

An ad or ad unit that displays on top of video content within a video player. This type of video ad can be accompanied by a companion ad.



The process, or methodology of getting your campaigns to be as cost efficient, or effective as possible.

Optimization Templates:

A set of defined rules that will automatically make changes to your ad placements based on the requirements that you set.

Opt-in Video:

A type of linear video ad or ad unit associated with mobile apps. A viewer opts into watching a full-screen video ad that is non-skippable, in exchange for a non-liquid, in-app reward after viewing the entire ad.


A standalone video ad, that is not within video content. This type of video ad can be displayed anywhere, for example, a video ad in your Facebook news feed.



A pixel is a small snippet of code or a 1×1 transparent image that collects some sort of information about the visitor to a website. In UpRival, pixels are used to track “events” such as conversions, sales, and up-sells, or even where your site visitors fall off within your funnel.


A space reserved on a website for ads to be served, usually defined by the width and height of the reserved space. Common desktop placement sizes include: 300×250, 300×600, 160×600, 120×60, 728×90, 970×250. Common mobile placement sizes include: 300×50, 320×50.

Placement Sizes:

A defined width and height for your ad or banner placement.

Profile Templates:

A profile template in UpRival is used to save predefined targeting parameters in your account that can then be easily accessed and used on any of your ad groups.


Website owner, blogger, etc. Anyone who publishes content through a web page. In UpRival, a publisher can also be an advertiser’s own sales or landing pages or the traffic source they purchase ad space from, like a DSP or Ad Exchange.


QPS (Queries Per Second):

Queries per second, is a measurement of bid request traffic volume, with more queries that correspond to more bid requests. Demand Partners have the ability to set query limits for RTB endpoints and traffic sets, depending on endpoint server capacity and the amount of traffic they want to receive.

Query String:

The query string commonly includes fields added to a base URL by a Web browser or other client application, for example as part of an HTML form. UpRival sub ID variables are added to the ad tag as a query string.

Example: The first question mark is used as a separator to separate the URL from the query string. Multiple query parameter pairs are separated by the ampersand “&”.


Real-time bidding (RTB):

Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction, like financial markets. With real-time bidding, advertising buyers bid on an impression and, if the bid is won, the buyer’s ad is instantly displayed on the publisher’s site.

Real-Time Guaranteed (RTG):

A programmatic direct deal type that allows buyers and publishers to commit to a flexible guarantee for the purchase of inventory, as well as a buyer-defined audience.

Referring Domain (Referring Page):

The web page a visitor was viewing before clicking on a hyperlink and being redirected to the current page.

Remnant Inventory:

Inventory sold by a third party, whereas direct sold inventory represents inventory sold directly by the publisher to an advertiser.


Total income tracked within UpRival. You can track all of your sales through the UpRival pixel so that it will show in your reporting data.

Revenue Model:

The deal type or revenue relationship established between a publisher, who is directly managed by the ad network.

Rich Media:

Ad technology that features more refined video, images, and audio in an ad. Rich media ads allow visitors to interact with a banner without leaving the page on which it is displayed.


Run of network, a style of ads that appear anywhere, on any page, or any site that is part of a specific ad network.


Run of site, this includes ads that will appear anywhere on a website.


Screen Location:

The selected location on a webpage where a given ad will display. The screen location is also referred to as “page placement” or “page position”.

Screen Type Targeting:

Targeting based upon where an ad would be delivered, such as video, mobile, desktop or email.

Site Domain:

Within UpRival, this is the domain that will be used to login to your white-labeled ad server.


A column within UpRival that will show you your estimated advertising spend based on what you entered when creating a placement. You can track spend by CPM, CPA, CPC or flat rate.

SSP (Supply-Side Platform):

Supply-side platform si a platform or provider that allows publishers to manage and optimize revenue for their inventory from multiple sources, this can be done in real-time.


A SubID is a string of alphanumeric characters generated at the end of a redirect URL, which records user-defined variables.


Takeover Campaign:

A direct campaign capable of filling a webpage with a set of related and/or interconnected ads. For example, a popular homepage can be set to display ads that are connected to a new film or product.


Conditions set up on the ad or ad group level. The ad/ad group is only displayed when the conditions are met. UpRival targeting conditions can be set by SubID, Geography (Country, Region, City), Device Type, Operating System, Browser, IP Address, IP Type, Proxy IP, Language, and User Agent.

Targeting Profiles:

A profile template in UpRival is used to save predefined targeting parameters in your account that can then be easily accessed and used on all of your ad groups.

Tracking Types (Ad Types):

The ad type is chosen at a placement level and will define what type of placement you are trying to create. UpRival has 3 different ad types:

Ad Server – Used to serve your standard banner ads.

Link Tracker – Used to track click data.

VAST Tag – Used for video ad serving.

Traffic Set:

A grouping of properties which control the type of traffic a Demand Partner wants to bid on, and how they want to receive that traffic. Some properties include buying models, targeting criteria, ad spend cap, maximum QPS, and routing endpoints.



In UpRival, a user is our method to authenticate and allow someone access to certain info and data within your account.


VAST Placement:

VAST, or “Video Ad Serving Template,” is a script that gives video players information about which ad to play, how the ad should show up, how long it should last, and whether users are able to skip it.

VAST Tag (VAST Ad Tag):

A standard XML-based ad response for in-stream video ads.


A synonym for VAST ad tag – An HTTP-based URL that enables communication between both ad servers and video players. Publishers have the ability to configure these tags in order to serve video ads on their website.


A type of API framework for interfacing between a video player and a video ad creative.



An abbreviation for the World Wide Web, refers to the internet, either via desktop web or a mobile web browser.

White Label Settings:

A way for our customers to white-label our product to make it appear as though they have created and own this product.


XML Tag:

XML is an ‘Extensible Markup Language’ file. They are plain text files that describe the transportation, structure, and storage of data.


YouTube Video Ad:

An ad that gets its video from a YouTube URL.

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