Glossary
One term, one page. The long-tail layer that points into Lab and Guides.
ads.txt
A publisher file that lists who is authorized to sell that domain's inventory. Authorization is not a quality score.
Allowlist
An explicit list of what may serve. On inventory source, an empty allowlist is not "all exchanges." It can compile to no inventory.
Bid modifier
A multiplier on the bid when a term matches. Unmatched requests keep the original bid. Not the same list of keys as targeting.
Click-through rate
Clicks divided by impressions. On remnant display it mostly measures how clicky the inventory was, not whether a person arrived.
Click-to-page-view
The share of exchange clicks that become a first-party landing visit. Clicks and visits are different meters.
Conversion event
A buyer-site action Adprime Zero can ingest and attribute. Not an exchange click, and not a page view.
CPA
Cost per acquisition. Spend divided by attributed conversions, or an optimization goal that needs a real conversion event.
CPC
Cost per click. A ratio you can compute from spend and clicks, or a pricing mode. On remnant display the click is a weak object.
CPM
Cost per thousand impressions. The usual buying unit for remnant display. Not a quality score.
Creative
One approved ad. A campaign can rotate several creatives. The image is not the campaign, and it is not the landing page.
Daily cap
The most a campaign or account may spend in a UTC day. Optional lifetime caps must not be silently rewritten as one day of budget.
Dayparting
Restricting bids by local time of week. It lives on bid modifiers, counted in minutes, and is not in the targeting-key catalog.
Deal
A packaged supply path with a deal ID, often a private marketplace or preferred arrangement. Not the open remnant firehose.
Delivery modifier
A budget-weight object across supply segments. It allocates spend. It does not scale the bid the way a bid modifier does.
Destination
The landing URL a creative clicks through to, plus the review of that URL. Separate from creative review.
Display ads
Banner and similar visual units bought on impressions, often 300x250 on the open exchange. Not search. Not a Meta feed unit.
DSP
Demand-side platform. Software that bids on exchanges for a buyer. Adprime Zero is prepaid agent advertising that compiles onto a seat. It is not a self-serve DSP UI.
Exchange
A marketplace that runs auctions between publishers (or SSPs) and buyers. Inventory source is how we name which exchange a campaign may buy.
Impression
One served ad opportunity you were billed for, at the grain the report defines. Not a viewable impression unless a vendor measured it.
Insertion order
A booked media contract. Adprime Zero first tests do not require one. Prepaid wallet and a daily cap replace the IO for that path.
Invalid traffic
Impressions a measurement vendor marks invalid. Zero is not "clean" if no vendor tag is attached. Strict rate uses invalid_impressions, not the measurable field.
Inventory source
The exchange or SSP name a campaign may buy. In this product it is an allowlist. Empty is unrestricted, not curated.
Landing page
The page a click should open. For a test it must repeat the ad promise. A homepage that does every job will hide the result.
Line item
The exchange object that holds bidding, budget, and pacing under a campaign. Buyers on Adprime Zero work in campaigns. The line item is compiled.
MCP
Model Context Protocol. How a chat client calls Adprime Zero tools through `ztdsp mcp` and ADP_ZERO_API_KEY.
Open exchange
Unreserved remnant auctions across SSPs. The default path our public display tests have actually flown.
Pacing
Spreading a daily budget through the day. On this seat it is CPM_PACED plus daily pacing. Lifetime pacing wants an end date.
Placement
A specific ad slot on a site or app, identified by an exchange handle and placement id. Most remnant placements we bought did nothing.
Prepaid wallet
Balance you add before a campaign can spend. The account cannot spend past what you funded. Agents request a hosted payment link.
Private marketplace
A curated or invitation path to inventory, usually via deal IDs. Not the open remnant auction our first tests buy.
QPS
Queries per second. How many bid requests the seat is allowed to see. Targeting does not shrink that intake by itself.
Remnant
Leftover inventory that was not reserved. Open-exchange display is remnant. It is useful for tests and easy to misread.
Segment
A catalog audience key you attach to targeting. Use the returned id, not the display name. Unknown keys are rejected.
Supply path
How an impression reached the bidder: exchange, publisher, ads.txt class, deal or remnant. There is no single object named supply route.
Targeting
Eligibility rules for a campaign: geo, environment, inventory source, segments, and related keys. Different from bid modifiers and from QPS filters.
Viewability
Whether a served impression met a vendor's in-view standard. Zero viewable impressions means nothing is measuring if no tag is on the creative.