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Platform Terminology

Key terms and concepts explained

Common Terms​

SSP (Supply-Side Platform)

Technology platform that helps publishers manage, sell, and optimize their advertising inventory

Media Owner / Publisher

Entity that owns advertising space (websites, apps, billboards, etc.) and makes it available for advertising

Order

Top-level container representing the advertising agreement, including budget and terms

Campaign

Mid-level grouping of related line items with shared objectives

Line Item

Execution level with specific targeting, budget, and bidding settings (Google Ads Manager terminology)

Inventory

Available advertising space across publisher properties

Placement

Specific position within inventory where ads appear

Creative

The actual advertising content (image, video, HTML5) shown to users

Pricing Models​

CPM (Cost Per Mille)

Cost per thousand impressions - standard pricing model for display advertising

CPC (Cost Per Click)

Cost per click - advertiser pays only when users click the ad

CPA (Cost Per Action)

Cost per action/acquisition - payment based on specific user actions (signup, purchase, etc.)

vCPM (Viewable CPM)

Cost per thousand viewable impressions - only counts ads that were actually seen

eCPM (Effective CPM)

Effective cost per thousand impressions - calculated revenue regardless of pricing model

Ad Types​

DOOH (Digital Out-of-Home)

Digital billboards, transit ads, and electronic signage

OTT (Over-the-Top)

Streaming video content delivered over the internet, bypassing traditional cable/satellite

CTV (Connected TV)

Television connected to the internet, enabling OTT content and advertising

Programmatic

Automated buying and selling of advertising inventory using technology and data

Frolics Digital terminology compared to Google Ads Manager (GAM):

Frolics DigitalGoogle Ads Manager
Line ItemLine Item
CampaignOrder
Media OwnerPublisher
InventoryAd Unit
PlacementPlacement