Latest date an impression is served.

Earliest date an impression is served.

In the Nativo platform, an Ad is an entity that captures all relevant creative and logistical details
(such as headlines, preview images, targeting parameters, frequency capping and inventory
selection). Once assembled in the platform, Ads launch and run on publisher sites. Ads live
under Budgets.

Images, copy, and media that make up the Article or Video.

First copy a consumer reads in the native ad, designed to grab attention.

Image a consumer sees on the In-Feed Unit.

Describes the type of native ad experience or format. Ad types currently include: Native Article, Click-to-Play Video, Scroll- to-Play Video, Native Display, and Stories.

ADS.TXT stands for Authorized Digital Sellers and is a simple, flexible and secure method that publishers can use to publicly declare the companies they authorize to sell their digital inventory. The mission of the ads.txt project is simple: eliminate impression fraud in the programmatic ecosystem.

An entity in the Nativo platform that represents the advertiser or brand associated with campaigns sold by Nativo or a Publisher.

Method of setting up the Nativo tag (load.js) that allows it to be explicitly activated by code on the publisher’s page.

Google-backed open standard designed to help any publisher load mobile pages quickly.

Inventory, expressed in standard or viewable impressions, available for purchase. Available
inventory includes inventory with Open & Opt-In serving policies.

Average number of seconds a user consumes brand content.

Average Time on Content = (Total Time on Content) / (Total Page Views or Video Views)

Standard or Viewable Impression used as a billable unit of measure for each native ad unit
served for delivery-based rate types.

Records CTA assigned to a specific design block

Ad spend for inventory across a specific date-range or initiative associated with a campaign.
Within reporting, users can also select “Budget” as a dimension by which to break out reports.

An entity in the Nativo platform that captures budget, ad, targeting and flight information.

Campaign alerts provided in the UI regarding status changes.

Code used for billing and tracking a campaign.

Genre of publication inventory as defined by the IAB. e.g. Arts and Entertainment, News,
Automotive.

Measures the amount of impressions measured by the Chrome Heavy Ad Blocking tracker.

In-feed Unit: Total number of clicks to the headline, image, or call-to-action button on an in-feed unit.

Native Video: Clicks away from the Native Video including clicks to: the Video Headline that
direct to an internal landing page or an external URL, or clicks to the “Learn More” button within
the video player.

Native video ad type requiring user-initiated click to begin video play.

The amount of conversions measured with a click tracker conversion tag.

Third-party tag used to independently record the number of clicks on a native ad unit.

Display ad units (banners) and social widgets served on the Content Landing Page to enhance
the branding message.

Total number of clicks on complementary display ads and / or social widgets that live on the
Content Landing Page.

Campaigns: The campaign has completed serving. All budgets within the campaign have flight dates that have passed and/or the entire budget amounts have been spent.

Budgets: The budget has completed serving. The budget flight dates have passed and/or the entire budget amount has been spent.

Ads: The ad has completed serving. The parent budget flight dates have passed and/or the entire budget amount has been spent.

Demand channel available via the Nativo Platform offering high-quality demand from publisher sold campaigns. Nativo reviewed and approved.

Fixed destination on a publisher's site that showcases all an advertiser’s content on a separate
page.

A Nativo proprietary technology that enables fully native executions by leveraging custom built page templates and a publisher hosted URL on the publisher site. Content Landing Pages renders brand content to match the
look and feel of the publisher site. In Native Article executions, readers reach the Content
Landing Page after clicking the In-Feed Unit.

CLP Templates allow sites to support multiple styles of CLP and support custom attributes (or Tokens) that speed up content creation. These are generated upon onboarding, and whenever a new content landing page styling is required (eg. site rebrand, .

Tracks conversion actions when user views or clicks on an ad, as defined by the advertiser or agency. Examples include navigating to the brand’s landing page, point-of-purchase, downloading an app.

ROI metric used to track and optimize campaign performance.

Conversion Value = (# of Conversions) X (Default or Dynamic Value of the Conversions)

[Reporting Metric] Country in which impressions were delivered.

Describes the media cost per action (view or click) recorded.

Cost Per Action = (Media Cost) / (Conversions)

Performance-based rate type that enables marketers to pay for clicks. A click is defined as a user click on a native ad unit.

Performance-based rate type that enables marketers to pay for a completed video view. A completed video view is defined as 30 seconds of video play, end of video, or user action. This is ideal for marketers looking to drive extended video views.

Cost model, or a rate type defining a billing event as 1000 standard impressions.

Performance-based rate type that defines a billable event as 1000 video views. A video view is recorded when there are at least three continuous seconds of video play.

An entity in the Nativo platform that contains and organizes all assets for an Ad. Creatives are
made and saved in the Creative Library, where users then have the option to ideate, refine and
publish finished Creatives to Ads. Creatives can be reused across Ads. Components of a
creative vary by Ad Type.

Centralized hub for collecting, managing, and sharing creative assets across campaigns.

Images, hyperlinks, or companion Assets that, upon click, direct users from the Content
Landing Page to an external site.

The total number of clicks on a call-to-action button, image, or link.

Percentage of users who click on a call-to-action button to an external landing page.

CTA Rate = (CTA Clicks) / (Page Views)

Percentage of users who click on the native ad unit.

CTR = Clicks / Billable Impressions

Number of custom call to actions recorded from content widgets

Pace at which impressions are delivered over the duration of a campaign. Options include:
Evenly, Ahead, and ASAP.

Demand source available via the Native Platform including Nativo Premium, Nativo Español,
Content Amplification, Video Syndication, nativeRTB, and custom publisher-managed
marketplaces.

The rate for which served demand achieved a viewable impression.

Demand Viewability Rate = (Viewable Impressions) / (Standard Impressions)

Device on which the native ad runs. Values include Desktop, iPhone/iPod, iPad, Android Mobile, Android Tablet, Other Mobile.

Device type on which the native ad runs. As a reporting metrics, values include Desktop,
Mobile, Tablet.

Campaign that is sold and managed by a publisher.

Content landing page views that come from within the publisher’s site. This includes links from
the native ad, Content Hub, Related Content Widget, or links within the publisher’s domain.

An area defined in the US by Nielsen as a market that receives the same media offerings, which
is used for audience measurement.

Unified platform to create target audiences based on first-party, second-party and third-party
data to drive campaign ROI.

Page views of the content landing page generated by organic sharing by users (e.g. via email or social posts).

Percentage of users who click on the native ad unit and view an article, video view, or story for 5
seconds or longer.

Engaged View Rate = (Engaged Views) / (Viewable Impressions)

Article, video view, or story lasting 5 seconds or longer.

Article, video view, or story lasting 15 seconds or longer.

Article, video view, or story lasting 30s seconds or longer.

The rate at which users who have viewed the article, video, or story and continues viewing for 5 seconds or longer.

The rate at which users who have viewed the article, video, or story and continues viewing for 15 seconds or longer.

The rate at which users who have viewed the article, video, or story and continues for 30 seconds or longer.

Calculated (effective) revenue per thousand served impressions. eCPM (effective cost per mille) is a metric used in digital advertising to measure the revenue generated per 1,000 impressions. It is calculated by dividing the total earnings generated by the ad campaign by the total number of impressions and then multiplying that result by 1,000.

eCPM is often used by advertisers and publishers to compare the revenue generated by different ad networks or ad campaigns, regardless of their different pricing models. It is also a useful tool to optimize advertising strategies by identifying the most profitable ad placements or formats.

Calculated (effective) revenue per thousand served viewable impressions. Effective viewable cost per mille (eVCPM) is a metric used in digital advertising to measure the revenue generated by ad impressions that are viewable to the user.

It is calculated by dividing the total earnings generated by viewable ad impressions by the total number of viewable impressions and then multiplying that result by 1,000.

evCPM = (Revenue) / ( Viewable Impressions) X 1000

This metric only accounts for impressions that are considered "viewable", meaning they meet industry standards for being visible to the user for a certain amount of time and with a minimum percentage of the ad in view. This ensures that the advertiser is only paying for impressions that have the potential to generate engagement and impact.

Percentage of inventory served with a native ad by an ad provider over total inventory. Fill contribution is an important metric for both publishers and ad networks because it helps to optimize the revenue generated by ad inventory. For publishers, a higher fill contribution means that more of their ad inventory is being monetized, while for ad networks, it represents the effectiveness of their targeting algorithms and the quality of their ad inventory.

By monitoring fill contribution, publishers can identify areas where they can improve their ad placement and targeting strategies, while ad networks can identify areas where they need to improve their inventory and bidding algorithms to increase the number of ad requests they can fill.

Fill Contribution = (Impressions Served) / (Total Inventory)

Date an ad is scheduled to stop running.

Date an ad is scheduled to begin running.

Restriction on the number of times a consumer is served a specific advertisement, or set of
advertisements, within a specified time period.

The purpose of frequency capping is to prevent ad fatigue and to ensure that users are not repeatedly shown the same ad, which can lead to a negative user experience and a decrease in engagement. It also helps to improve the overall efficiency of ad campaigns by ensuring that impressions are spread across a larger audience, rather than repeatedly targeting a smaller group of users.

Ability to target a campaign to a subset of consumers based on their geographic location / IP

address. Geo targeting is useful for advertisers who want to reach a specific local or regional audience with their ads, such as a local business promoting a sale or event. It can also be used by national or global brands to deliver location-specific messaging, such as promoting different products or offers in different regions.

Sum of the budget inclusive of media and fees.

Percentage of total gross budget spent in relation to the budget goal.

Gross Budget Spent = (Gross Budget) / (Budget Goal)

Standard or Viewable Impression used as a billable unit of measure for each native ad unit served for delivery based rate types.

Tag used to enable third-party tracking and verification of the number of impressions on a native
ad unit.

Publisher’s supply, expressed in impressions available for purchase. Inventory is a function of
the number of placements on a page and total visitors to that page. It may be measured on a
standard or viewable basis.

Method of loading new content dynamically at the bottom of the page as the consumer scrolls.

Rendering native ad units at a defined cadence as the consumer scrolls down a page.

Platform Term: An entity in the Nativo platform that controls the styling of a placement to match the look and feel of the publisher’s normal content. These are each designed to match the look and feel of the website and context of the page.

Campaign: The campaign has at least one budget/ad in-flight and serving.
​Budget: The budget has at least one ad in-flight and serving.
​Ad: The parent budget flight start date has passed and the ad is serving.

Company that provides subscribers with access to the Internet, available for targeting on the
budget or ad level. e.g. Charter, Comcast.

Campaign that is run through a marketplace (as distinct from campaigns that are sold directly by a publisher).

Media cost after all estimated fees are removed from the gross budget.

Nativo integrated partner that provides real-time analytics on audience demographics, user
behavior, and viewability verification. Moat is an MRC accredited vendor.
[Learn more about Moat analytics from Oracle] https://www.oracle.com/cx/advertising/measurement/analytics/).

Percentage of users who reach the bottom of the article content.

How far the average user scrolled down the Content Landing Page, calculated as a percentage
of the total page.

Downward scroll speed of the average user on the Content Landing Page, measured in pixels
per second.

Percentage of Content Landing Page visits where the user initiates a scroll.

Development framework that enables native ads to render in-app. Nativo provides an SDK for
both iOS and Android Apps.

Cell phone carrier, available for targeting on the budget or ad level. e.g. AT&T, Verizon,
Vodafone.

Brand content matched to the look and feel of the publisher site, fully integrated and consumed
onsite for the least disruptive user experience. Native Articles are the most effective form of
native advertising, and are only available from Nativo.

Native Display is an ad that directs users to an external property, often a brand’s website.

Native Video ad formats deliver an engaging and high performing experience to viewers through non-obtrusive, in-feed video content. You can choose between two video formats, Click-to-Play Video and Scroll-to-Play Video.

Premium, invite-only access to Nativo’s exclusive, direct-sold Spanish language demand.

Robust programmatic demand of all ad formats from leading advertisers, Demand Side Platforms (DSPs), and Supply Side Platforms (SSPs), and amplified demand from publishers.

Most premium demand from Nativo’s direct relationships with top advertisers and agencies.

Campaign: The start date is in the future but no budgets will serve because they are not ready (i.e. there are no budgets, the budgets have no ads, or the ads are not serving).
​Budget: The start date is in the future but no ads will serve on the start date because they are not ready (i.e. there are no ads, or the ads are not serving).
​Ad: The parent budget start date is in the future but the ad will not serve because it has not been submitted for approval.

Campaign: The start date has passed but the campaign is not serving because no budgets are serving (i.e. the budgets are paused, not ready, or not serving).
​Budget: The start date has passed but the budget is not serving because no ads are serving (i.e. the ads are paused, not ready, pending approval, or not serving).
​Ad: The start date has passed but the ad is not serving because the parent budget or campaign is paused or not serving.

An entity in the Nativo platform that represents an account and owns all users, publishers, and
buyers related to that account.

An inventory source that is comprised of the publications’ sections and placements that are
directly owned and managed by the Publisher.

Grouping of native placements by audience, location, category or style. Nativo’s pre-curated
packages offer advertisers a quick targeting solution for campaigns and deals.

Total number of page views with the Native Article content successfully rendering on the Content Landing Page.

Total number of views on the Content Landing Page.

The percentage of users who click on the native ad unit and view an article or video view.

Page Views Rate = (Page Views) / (Viewable Impressions)

Page views of the content landing page generated by paid (or other non-organic) sources, via Partner Referral Links.

An ad tag provided to Nativo used in the event no Publisher Direct Sold or Nativo Managed ads
are available to an impression at the publication’s specified floor price for each demand
channel.

The campaign is ready to serve but has been manually disabled.

The budget was in-flight but has been manually disabled.

The ad was in-flight but has been manually disabled.

The ad has been submitted for approval.

An entity in the Nativo platform that represents the location an ad unit reserves on the
publication’s page. The placement entity captures the business rules related to that location on
the page.

A property of the Placement entity that describes where the placement will render relative to the
page that it is on. e.g. in-feed, right rail, bottom of article.

Campaign that runs on a publisher’s owned media, but is sold and managed by a partner
publisher, ad network, or alliance.

The campaign is properly set up and at least one budget/ad will begin serving on the first budget start date.

The budget is properly set up and at least one ad will begin serving on the budget start date.

The ad is properly set up and will begin serving on the budget start date.

Supplemental text that appears on the native ad unit when space is available in addition to the
headline. Default preview text is automatically generated from the first 250 characters of native content.

Digital property or website.

An entity in the Nativo platform that represents a specific URL path of the publication.

A property of the Publication Section entity thjat describes the hierarchy of the section. E.g.
Homepage, Section Front, Article Page.

Publication’s web address.

Parent company of subsidiary publications.

Cost basis on which a campaign is sold or delivers, at the budget-level. Supported rate types
include: CPM, vCPM, CPC, CPV, CPCV.

Trackable URLs provided by the Nativo Platform that link to the Content Landing Page.
Publishers then promote their content through partners such as Facebook. When a user clicks
on the ad on the third-party property, they are redirected to the Content Landing Page on the
publisher’s O&O. Nativo will provide reporting of earned views from these placements.

The ad has been rejected by the approval team.

Companion asset on the right rail or bottom of the Content Landing Page featuring additional
content from a given advertiser or campaign.

Form of online targeted advertising by which ads are targeted to consumers based on their
previous Internet actions. Also known as remarketing.

Value of sold inventory allocated to a specific publisher.

Rate at which a scroll was initiated relative to the number of page views.

Average depth to which users scrolled the landing page.

Video execution which begins muted as video player scrolls into view. Click for audio, full
screen, or to site.

Publication setting in the Nativo platform that determines what demand publishers accept.
​Closed: Only publisher direct-sold campaigns are served; Nativo demand is not accepted.
​Open: Nativo demand automatically fills unsold publisher inventory.
​Opt-In: Publisher must manually approve each marketplace campaign.

Delivery option that allows campaigns to run based on the relative portion (%) of ad inventory available to a single campaign within a defined market over a specified time period.

Total number of times brand content is shared on social networks.

Demand source. eg. Nativo Premium, Nativo Español, Nativo Open, etc.

State or Region in which the consumer views native ads.

An ad that has rendered on the publication’s page regardless of viewability.

Supplementary clicks are generated from the Content Hub . Supplementary clicks are recorded when a user clicks headline/preview image of the ad within the content hub.

Supplementary impressions are generated from the Content Hub . Supplementary impressions are recorded when a user is served the headline/preview image of the ad within the content hub.

Total time (in seconds) spent consuming brand content on the Content Landing Page. While the
tab running our ad is active in the browser. Measurement is capped at 600 seconds.

Placeholders used in third-party trackers that Nativo replaces with respective values at runtime.

Number of unique users that saw one or more impressions for a given campaign.

Nativo platform users. To edit or add users, navigate to Admin > Users. Only organization
administrators can edit users.

The role assigned to a user that defines that user access level to the Nativo Platform.

Delivery-based rate type that uses the Viewable Impression as the billing event. Note that for scroll-to-play video, this follows the video viewable impression standard (50% in-view with playback for 2 continuous seconds).

Percentage of users who click on the native ad unit out of all viewable impressions.

vCTR = clicks / viewable impressions

Sum total of views that reach 15 seconds of the video length.

Sum total of views that reach 30 seconds of the video length.

Percent of page views that saw at least 25% of the page.

Percent of page views that saw at least 50% of the page.

Percent of page views that saw at least 75% of the page.

Percent of page views that saw at least 100% of the page.

Impression in which 50% of the in-feed ad unit’s pixels are in the browser view for 1 continuous second or longer, in keeping with the MRC viewability standard.

Inventory that fulfills MRC viewability standards at minimum.

Percentage of impressions that met the viewability standard.

Viewability Rate = Viewable Impressions / Standard Impressions

Percentage of views that reach 100% of the video length.

Video Completion Rate = (Video Views to 100%) / (Video Views)

Scroll-to-Play Video: Playback begins.
​Click-to-Play Video: Clicks to the video player, preview image, or play button start the video or
replay the video.

Percentage of views that reach 100% of the video length.

(Video) View Rate
Percent of video impressions that have been viewed.

View Rate = (Video Views) / (Video Viewable Impressions)

2-seconds of continuous video playback, 50% in-view or greater

Sum total number of views on the embedded video whether it is on the In-Feed-Unit or on the Content Landing Page. Triggered when click-to-play video starts or scroll-to-play video reaches
3 seconds.

Percentage of views that reach 25% of video length.

Percentage of views that reach 50% of video length.

Percentage of views that reach 75% of video length.

Percentage of views that reach 100% of video length.

Campaign performance report generated from the Nativo platform.