Kevel Glossary
This page covers Kevel-specific terms related to our campaign structure, along with miscellaneous terminology.
| Term | Description |
|---|---|
| Active Resources | 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. |
| 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 technology that stores, selects, and serves ads |
| Advertiser | The entity paying to promote their brand, goods, or services |
| Campaign | A collection of an advertiser's ads, made up of one or more flights. The flights in a campaign typically share a common theme, such as a 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 covers the entire network |
| City targeting | A native flight geo target that restricts delivery to specific cities, matched on their CityGeonameId. City-level coverage is strongest in the US and more limited elsewhere |
CityGeonameId | The numeric geoname ID for a city, used as the match key for city geo-targeting. Retrieved from the List Cities in Region endpoint |
| ContentDB | A server-side data store for metadata used in 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 |
| Decision API | A RESTful API for delivering ad content. When you place a request, Kevel makes an ad decision and returns a creative in JSON format. Replicates the function of the ad code in the web interface |
| Fill Rate | The percentage of ad opportunities that fired an impression event |
| 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 based on keywords. You can send real-time search terms, or keywords tied to page context |
| Management API | A RESTful API for uploading creatives, creating campaigns and flights, and pulling reports. Replicates the functions of the web interface (except for generating ad code) |
| Priorities | A setting that determines which flights take precedence over others when serving |
| Remnant | Unsold inventory, which can serve a house ad or be offered to programmatic demand sources to bid on |
| Sites | The website(s) where your ad(s) will display |
| Status | A progress indicator for a campaign, flight, or creative |
| UserDB | A server-side data store for activating user-level targeting |
| Zerkel Queries | Kevel's proprietary query language for custom targeting. Zerkel uses key/value pairs passed in on an ad request, plus reserved keys that act as filters (such as device-specific targeting) |
| Zones | Saved placements that represent sections of a site. Once zones are set up, you can target ads to them and Kevel tracks each zone's impressions |
Updated 8 days ago