This glossary defines key terms used throughout the Portal and documentation.

Understanding these terms will help advertisers configure campaigns, interpret reporting data, and optimize performance more effectively.

Campaign Structure

Campaign

A Campaign represents the highest-level advertising container within the platform.

Campaigns typically represent a broader marketing initiative and may contain one or more campaign lines that define specific delivery strategies.

Campaign Line

A Campaign Line defines how a campaign delivers traffic.

Campaign lines control:

Targeting
Bidding
Budget
Pacing
Delivery settings

Most operational campaign configuration occurs at the campaign line level.

Creative

A Creative represents the advertisement content shown within an email.

Creatives typically include:

Image
Title
Subtitle
Destination URL

Multiple creatives may be associated with a campaign line to test messaging and performance.

Inventory & Supply

Publisher

A Publisher is an organization that distributes email content and provides advertising inventory within that content.

Publishers make their email placements available for campaigns to serve advertisements.

Container

A Container represents a publisher’s email property or newsletter within the platform.

Containers group together all advertising placements that exist within a specific email distribution. For example, a publisher may have separate containers for different newsletters, audience segments, or email products.

Each container may contain multiple placements, which represent the individual ad positions within that email.

Advertisers do not typically target containers directly, but campaign delivery ultimately occurs within placements that belong to publisher containers.

Placement

A Placement represents an individual advertising position within a publisher’s email content.

Multiple placements may exist within a single newsletter or email property.

Basic Example

Publisher: Example Media
Container: Daily Newsletter
Placements: Top Banner, Mid-Article, Footer

Targeting & Delivery

Geo Targeting

Geo Targeting allows advertisers to restrict delivery to specific geographic locations.

Supported levels may include:

Country
State / Region
ZIP code

Proxy traffic may reduce the accuracy of state or city-level targeting.

Inventory Targeting

Inventory Targeting allows advertisers to explicitly include or exclude specific publisher companies or placements.

Inventory targeting provides precise control over where campaign lines are eligible to deliver.

Proxy Traffic

Proxy traffic refers to email traffic that is routed through servers operated by email providers.

Common proxy environments include:

Apple Mail Privacy Protection
Gmail image proxy
Yahoo Mail proxy
Outlook proxy

Proxy servers request email images on behalf of the user, which can affect impression counts and location signals.

Device / Proxy Dimension

The Device / Proxy dimension in reporting identifies how the advertisement request was made.

This may include:

Apple Proxy
Gmail Proxy
Outlook Proxy
Yahoo Proxy
Desktop
Phone
Tablet

This dimension helps advertisers analyze performance across different traffic environments.

Delivery Controls

Spend Goal

A Spend Goal defines the maximum amount a campaign line can spend within a day.

Daily budgets reset according to the platform’s configured reporting time standard.

Pacing

Pacing controls how a campaign line spends its daily budget throughout the day.

Common pacing strategies include:

Optimized — Distributes spend across the day
ASAP — Allows the campaign to spend as quickly as possible

Pacing helps prevent campaigns from exhausting their budgets too early in the day.

Discovery

Discovery controls how aggressively the system explores new inventory when delivering a campaign.

Discovery settings influence how broadly the system tests potential placements and traffic sources.

Higher discovery levels may expand delivery to new inventory, while lower discovery levels focus on known performing traffic.

Dayparting

Dayparting restricts when a campaign line is allowed to deliver impressions during the day.

Advertisers may configure specific hours of the day during which the campaign line is eligible to serve.

Because email ads may be cached when an email is opened, clicks can still occur outside configured dayparting windows.

Performance Metrics

Impression

An Impression is recorded when an advertisement is rendered in an email after the email is opened.

Because email clients may preload images or retrieve them through proxy servers, impressions should be interpreted as potential exposure rather than confirmed visual engagement.

Click

A Click occurs when a user selects an advertisement and is redirected to the advertiser’s landing page.

Clicks are the primary billing event for campaigns using a Cost Per Click (CPC) pricing model.

Conversion

A Conversion represents a successful advertiser-defined action that occurs after a user clicks an advertisement.

Examples may include:

Purchases
Account registrations
Form submissions
App installs

Conversions are tracked through advertiser conversion tracking implementations.

Revenue

Revenue represents the monetary value associated with conversion events.

Revenue is typically passed through advertiser tracking integrations and is used to calculate performance metrics such as ROAS.

CPC (Cost Per Click)

CPC represents the average cost paid for each click on an advertisement.

CPC = Cost ÷ Clicks

CPC is both a bidding model and a performance metric.

CPM (Cost Per Mille)

CPM represents the cost per 1,000 impressions.

CPM = (Cost ÷ Impressions) × 1000

CPM provides a normalized cost measure relative to impression volume.

CPA (Cost Per Acquisition)

CPA measures the average cost required to generate a conversion.

CPA = Cost ÷ Conversions

CPA helps advertisers evaluate the efficiency of campaign spend relative to conversion outcomes.

CTR (Click Through Rate)

CTR measures how often users click an ad after it is displayed.

CTR = Clicks ÷ Impressions

CTR is commonly used to evaluate creative engagement.

CVR (Conversion Rate)

CVR measures how often clicks result in conversions.

CVR = Conversions ÷ Clicks

CVR is often used to evaluate the effectiveness of the landing page experience.

ROAS (Return on Ad Spend)

ROAS measures the revenue generated for each dollar spent on advertising.

ROAS = Revenue ÷ Cost

A ROAS of 3.0 indicates that $3 of revenue was generated for every $1 spent.