Kevel Glossary
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 total number of active, non-deleted, and non-archived campaigns, advertisers, flights, ads/creative, sites, channels, and zones across an entire account. |
| 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 about 2 months ago