Kevel Glossary
Kevel Campaign Structure Terminology
These are Kevel-specific terms related to our campaign structure and miscellaneous terminology. For general Ad Tech terms, visit here.
| Term | Description |
|---|---|
| Active Resources | The number of Active Resources is the sum of your active Ads and active Sites across an entire account. An Ad counts only when it is active and not deleted, and its flight and campaign are active, not archived, and have not passed their end date. A Site counts when it is not deleted. Active Resources is the metric used for the Total Active Limit and billing — it is not the same as the total count of all entity types (campaigns, advertisers, flights, ads/creatives, sites, channels, zones), which is a separate figure. |
| Advertiser | The entity who is paying to promote their brand, goods, or services |
| Ad Codes | A block of HTML and JavaScript that makes a call to Kevel's servers and loads an ad. Generated per site from the web interface in the Inventory tab |
| Ad Server | The tech that enables the storage, selection, and serving of ads |
| Campaign | A collection of an advertiser’s ads, which is made up of one or more flights. Typically the flights in a campaign have a common theme, such as product or promotion |
| Channel | Site(s) with similar content that share the same publisher payout settings. Every account has a default channel named "All Sites" that consists of the entire network |
| ContentDB | A server-side data store for storing metadata for contextual targeting |
| Creative | A file or code supplied by an advertiser that is served as the ad on a site. Kevel can serve image files, JavaScript, HTML tags, and raw data |
| Fill Rate | The percentage of impression events fired compared to number of ad opportunities |
| Flight | A collection of rules for one or more creatives that determine how an ad is served. These include impression goals, tracking methods, dates to run, and targeting |
| Inventory | The section of the web interface that lets you manage sites and channels and generate ad code |
| Keyword Targeting | Campaign targeting that uses 'keywords'. You can send real-time search terms, or send keywords tied to page context |
| Management API | A RESTful API for uploading creatives, creating campaigns/flights, and pulling reports. Replicates the functions of the web interface (except for generating ad code) |
| Decision API | A RESTful API for delivering ad contents. By placing a request to the Decision API, Kevel makes an ad decision and returns a creative in JSON format. Replicates the function of the ad code in the web interface |
| Priorities | A setting to determine which flights have precedence over other flights for serving |
| Remnant | Unsold inventory that can be utilized for serving a house ad or available to programmatic demand sources for bidding on |
| Sites | The website(s) where ad(s) will display |
| Status | A progress indicator for a campaign, flight or creative |
| UserDB | A server-side data store for user-level targeting activation |
| Zerkel Queries | Kevel's proprietary query language used for custom targeting. Zerkel uses key/value pairs passed in on an ad request, in addition to reserved keys that act as filters (like device specific targeting) |
| Zones | Saved placements which represent sections of a site. When zones are set up, you can target ads to them and Kevel will track the zone's impressions |
Updated 10 days ago
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