Account: An OpenX object that represents a business unit or business relationship and contains other objects, depending on its type (i.e., ad network, publisher, advertiser, or agency). Users access OpenX to perform tasks for the accounts to which they are assigned.
account relationship: The way accounts relate to one another in OpenX; parent accounts, such as an ad network account, have natural relationships with their child accounts, such as publisher or advertiser accounts.
account type: Indicates the intended purpose of an account, which determines what objects it can contain and influences what users logged in to the account can do in OpenX. For example, advertiser accounts contain orders, publisher accounts contain inventory, and ad networks contain other accounts.
ad agency: In OpenX, an account type that represents a business that provides services to advertisers.
ad code: Called ad tag at OpenX. An ad tag is a small piece of code that defines the ad space where ads display on a website. It includes parameters that describe the inventory advertising campaigns can target, which may in turn display ads in the ad space.
ad delivery mode: Specifies how OpenX selects the ads in a line item for delivery when a line item wins an impression. OpenX can evenly distribute impressions between ads in the line item (equal weighting), distribute impressions between ads in the line item based on each ads’ ad weight setting (manual weighting), or deliver ads together to a predefined ad unit group (companion), according to the selected fill method.
ad network: An OpenX account type, which represents a business that manages other businesses and typically contains and manages both publisher accounts and advertiser accounts.
ad quality: Automated systems for scanning and capturing sample creatives and enforcing configurable policies.
ad reporter: A browser plugin that enables you to report problem ads directly from a site.
ad request: Communication between a web browser or application and an ad server to display an ad.
ad server: A system that communicates with web browsers or applications to deliver and track ads.
ad slot: The area on a web page set aside for the display of ads.
ad tag: A small piece of code that defines the ad space where ads display on a website. It includes parameters that describe the inventory advertising campaigns can target, which may in turn display ads in the ad space.
ad unit: In OpenX, the smallest inventory component that represents the space on a site where ads display.
ad unit duration: The run length of time-based inventory, such as linear video.
ad unit group: A collection of ad units where related ads display together at the same time.
ad weight: The percentage of time that an ad should be selected when its line item wins an impression (for line items set to manual weighting).
ad zone: A representation of a location on a website where creatives should be displayed.
advertiser: In OpenX, an account type that represents a business that runs advertising campaigns to display ads on websites.
ATF: Above the fold. ATF ads are visible on the screen without needing to scroll. See screen location.
ATL: Above the line ads include any which focus on general media such as TV, cinema, radio, print and the Internet.
audience forecasting: Estimating the volume of impressions during a given time period that match a defined audience segment.
audience segment: A group of users with similar traits or characteristics.
audience segment beacon: A piece of code that you place into your ad space’s source code. It assigns a visitor to a corresponding audience segment, which helps with retargeting.
audience syncing: The ability for a publisher or buyer to push audience segments created in their DMP or DSP to OpenX for the purpose of forecasting, targeting, packaging, and/or reporting.
audience targeting: Targeting of specific audience segments, such as an age demographic. Audience segments can be defined in OpenX or in an external data management platform (DMP).
audit trail: Logging of any changes to data (creation, modification, or deletion) to allow a system admin user to review all historical changes.
beacon: An element on a publisher’s website that is invisible to users while it gathers information. AKA “tracking pixels.”
bid request: When OpenX Ad Exchange receives an ad request, its communication to selected real-time bidders, which contains details details about the impression and solicits bids for it.