Digital advertising glossary for media buyers.

Use the glossary to give campaign terms one shared meaning before budgets or reports are compared. Clear definitions reduce mistakes when a brief moves between buyers, analysts and support.

An audience signal describes the type of user a campaign aims to reach. A source ID identifies the inventory source or zone whose delivery and outcomes can be reviewed.

The format describes how the ad appears, while CPC, CPM or CPV describes the billed event. Choose each against the campaign goal instead of treating them as the same decision.

Define the source ID, click identifier, conversion event and attribution method before launch. Those terms connect paid delivery with the outcome recorded on the destination.

Each model bills a different media event, so the unit prices answer different questions. Compare them through valid visits and accepted outcomes under one measurement window.

Name the user action, firing rule, identifier, owner and conditions that reject or reverse it. State if the event arrives through a browser pixel or a server postback.

A whitelist keeps delivery on approved source IDs, while a blacklist excludes sources that fail the buyer's rule. Both work best when the reason and evidence window are recorded.

Invalid-traffic screening provides risk signals and can help filter suspect activity. It does not turn every remaining impression or click into a valuable customer outcome.

Block a source after tracking checks and sufficient matched evidence show it breaches the campaign's quality, policy or loss rule. Save the source, period and reason for review.

Look for repeated accepted outcomes at a workable cost with stable attribution and source identity. Increase one limit gradually and keep the earlier control available.