--- title: "Glossary" description: "Every Epom term in one alphabetical list, including the names that mean two different things — Revenue, Charges, Blocked, Rules, Priority — with the page that owns each detail." type: "reference" audience: [network-manager, publisher, advertiser, admin] keywords: [glossary, terminology, definitions, terms, dictionary, abbreviations, CTR, eCPM, I2C, CCR, CPM, CPC, DSP, SSP, DMP, VPAID, VAST, gross, net, revenue, charges] --- Fetch the complete documentation index at: https://epom.com/ad-server/docs/llms.txt. Use this file to discover all available pages before exploring further. Append .md to any documentation page URL to get its markdown version. # Glossary Every term the product and this help center use, in one alphabetical list. Each entry is a sentence or two and a link to the page that owns the detail — the glossary is where you find out *which* thing a word means, not the full table. *Italicised words inside a definition have an entry of their own.* Two things to know before you use it: - **Where an entry disagrees with a reference page, the reference page is right.** Those pages are written against the code; this one is written against them. - **The same word means different things in different parts of the product.** That is not sloppiness in the docs — it is in the product, and it costs real money when someone reconciles a payout against the column whose header matches the word they were looking for. Those names are indexed below. Ad-tech abbreviations — CTR, eCPM, I2C, CCR, CPM, CPC, DSP, SSP, DMP, VPAID, VAST — are industry-standard and **stay in English in all 15 interface languages**. They are defined in the list below like any other term. ## Names that mean two things Each of these is one word carrying two or more unrelated meanings. The full entry is in the A–Z below; the link goes to the page that owns the detail. | Name | The senses it carries | |---|---| | **Revenue** | *Net* as the publisher sees it — the money column of the Publisher column family. Equal to Net unless the network adjusts the publisher's figures. [Metrics](https://epom.com/ad-server/docs/reference/metrics.md) | | **Charges** | *Gross* as the advertiser sees it — the money column of the Advertiser column family. Equal to Gross unless the network adjusts the advertiser's figures. [Metrics](https://epom.com/ad-server/docs/reference/metrics.md) | | **eCPM** | Spelled out (*eCPM Net*, *eCPM Gross*, *eCPM Profit*) it is the network's own; a bare **eCPM** header means you are in the Publisher or Advertiser column family. [Metrics](https://epom.com/ad-server/docs/reference/metrics.md) | | **Requests** | Impressions plus unfilled requests on the General report; a capping kind; and four separate request counters on the Advanced report. [Metrics](https://epom.com/ad-server/docs/reference/metrics.md) | | **Fill rate** | Four different formulas depending on the report — they are not comparable. [Metrics](https://epom.com/ad-server/docs/reference/metrics.md) | | **Advanced report** | One report type, `HADOOP`, reachable by four names — three legacy spellings still resolve to it. [Analytics reports via API](https://epom.com/ad-server/docs/api/analytics-api.md) | | **Capping type** | An 18-value enum of kind-fixed-to-entity-level; and an unrelated 4-value enum of the same name in the REST layer. [Capping matrix](https://epom.com/ad-server/docs/reference/capping-matrix.md) | | **Blocked** | A traffic-quality verdict that enforces nothing; a creative-scan status that drops the bid; and five targeting rule types that hard-exclude an entity. [Statuses](https://epom.com/ad-server/docs/reference/statuses-and-indicators.md) | | **Paused** | A status glyph meaning a limit or cap is holding delivery; and a serving-state pill meaning the wiring exists but nothing on it is switched on. [Statuses](https://epom.com/ad-server/docs/reference/statuses-and-indicators.md) | | **Rules** | The category/label matching engine; targeting rules; and price-adjustment rules — three unrelated systems. [Targeting dimensions](https://epom.com/ad-server/docs/reference/targeting-dimensions.md) | | **Priority** | A campaign's six-band priority; and the delivery tier a banner competes in inside a placement. [Entities over REST](https://epom.com/ad-server/docs/api/entities-crud.md) | | **Custom parameter** | A tag parameter, a targeting dimension and an analytics dimension — the same values seen from three places. [Targeting dimensions](https://epom.com/ad-server/docs/reference/targeting-dimensions.md) | | **Channel** | Likewise: a tag parameter, a targeting dimension and an analytics dimension. [Invocation codes](https://epom.com/ad-server/docs/reference/invocation-codes.md) | | **Action** | A conversion goal; a capping and limit kind; and a grid bulk action. [Capping matrix](https://epom.com/ad-server/docs/reference/capping-matrix.md) | | **Template** | A rich-media creative skeleton; and an admin email/SMS notification template. [Banner types](https://epom.com/ad-server/docs/reference/banner-types.md) | | **Mail** | The Email tag type is labelled *Email* on its tab, *Mail* in the preview picker and the downloaded file, and `EMAIL` in the API. [Invocation codes](https://epom.com/ad-server/docs/reference/invocation-codes.md) | | **Universal JS** / **Mount JS** | Their code and API names are `AJAX` and `JS_MOUNT` — grep for the label and you find nothing. [Invocation codes](https://epom.com/ad-server/docs/reference/invocation-codes.md) | | **Native** | A placement type, two creative types, and the Native API — each with its own rules. [Placement types](https://epom.com/ad-server/docs/reference/placement-types.md) | --- ## A **Action** — a conversion event you track (purchase, signup, install), defined per campaign; also called a *goal* in the API. Two unrelated things share the word: *Action capping* and *Action limits* cap conversions of that kind, and a grid **bulk action** is a toolbar operation on ticked rows. See [Conversion actions](https://epom.com/ad-server/docs/guides/conversions/conversion-actions.md). **Action limit** — a cap on how many conversions of a given action an entity may accumulate before serving stops (used for CPA auto-deactivation). Separate from delivery *limits* and available on five entity types. See [Action limits](https://epom.com/ad-server/docs/guides/delivery/action-limits.md). **Ad request** — a single call from a page, app or player asking the ad server for an ad. Not the same as the *Requests* metric, which counts requests *and* impressions. **Ad-serving domain** — the host a placement's tags call. Chosen per placement on the tag **Settings** tab; with none configured on the network the two JavaScript tag types disappear entirely. Creatives are served from the CDN attached to the same domain. See [Invocation code types](https://epom.com/ad-server/docs/reference/invocation-codes.md). **Ad tag** — everyday name for an *invocation code*. **Ad unit** — a standard creative size (300×250, 728×90, …), or *Custom* for a size you type. Required for Local File, External File, and HTML Code on Site and Video placements; never for Native, and shown but never required for OpenRTB. See [Creative & ad specs](https://epom.com/ad-server/docs/reference/creative-ad-specs.md). **Admin-only permission** — a permission that exists but is hidden from the role permission matrix, so a network manager looking at Roles cannot grant it to anyone. Every analytics report type except *General* is in this set, as is the Advertiser *column family*. See [Analytics dimensions](https://epom.com/ad-server/docs/reference/analytics-dimensions.md). **Advanced report** — the report recomputed from the full ad-request logs, `HADOOP` in the API and *Advanced* on screen. Three legacy names still resolve to it — `HADOOP_ADREQUESTS`, `BROWSER_OS` and `HADOOP_SECURITY` — so a bookmarked "Security report" URL runs the Advanced report, not a second report type. It has no *column families* and its own column arithmetic. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md). **Advertiser** — the top demand-side entity. Owns campaigns, which own banners. Hierarchy: Advertiser → Campaign → Banner. Also the name of one *column family*. **AP Profit** — Charges − Revenue: the **cross-family** margin, the two figures each side of the business actually sees. *AP* is Advertiser/Publisher, not "accounting period". Distinct from plain *Profit*, which stays inside the network's own columns. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md). **API key** — a 32-character hex value you mint on your own preferences page and send in the `X-Api-Key` header (or as a Bearer token) on any REST call; the call runs with your own permissions, and your role needs *API Key Access*. The analytics report also still takes it as an `apiKey` query parameter. An alternative to *hash authentication*. See [REST API overview](https://epom.com/ad-server/docs/api.md#api-key). **Approval** — the moderation state of a banner or a site: banners have four states (New, Pending, Approved, Rejected), sites three (no *New*). The two enums number the shared names differently, so never compare their raw ids. An absent badge means Approved **or** New. See [Statuses & indicators](https://epom.com/ad-server/docs/reference/statuses-and-indicators.md). **Attribution type** — how a conversion was credited: Post-click, Post-view, Post-click (expired), Post-view (expired), System, or Unattributed. The two *(expired)* buckets are zero-revenue diagnostics excluded from every total. See [Analytics dimensions](https://epom.com/ad-server/docs/reference/analytics-dimensions.md). ## B **Banner** — a creative of any format. The leaf of the demand tree. There are 12 banner types, each gated by its own permission, and which ones a placement offers depends on its placement type. See [Banner types](https://epom.com/ad-server/docs/reference/banner-types.md). **Beacon** — a URL the caller must fire for an event to count. Native API responses carry an `impression` beacon; an ad you render without firing it is an ad that was never counted and never billed. See [Native API](https://epom.com/ad-server/docs/reference/native-api.md). **Bid floor** — the minimum acceptable price in an RTB auction. On the outgoing bid request it is the first non-zero value along a six-link chain (banner → placement → site floors, then the banner price, the campaign price, the site CPM threshold), evaluated per country. See [OpenRTB integration](https://epom.com/ad-server/docs/reference/openrtb-integration-reference.md). **Blocked** — three unrelated things: 1. a **traffic-quality** level. It is a verdict, not an enforcement — nothing in the ad-serving stack reads the score, so a placement marked Blocked keeps serving ([Statuses & indicators](https://epom.com/ad-server/docs/reference/statuses-and-indicators.md)); 2. a **creative-scan** status, which *is* enforced — a BLOCKED creative is dropped from the auction and the runner-up wins ([Creative policy protection](https://epom.com/ad-server/docs/use-cases/creative-policy-protection.md)); 3. the five **`BLOCKED_*` targeting rule types**, hard exclusions created by blocking actions rather than picked from the add-rule list ([Targeting dimensions](https://epom.com/ad-server/docs/reference/targeting-dimensions.md)). ## C **Campaign** — the container for banners under an advertiser. Carries pricing, budget, dates, *priority* and campaign-level targeting and capping. **Capping** — limiting how often one user sees or interacts with ads over a period. See the [capping matrix](https://epom.com/ad-server/docs/reference/capping-matrix.md). **Capping subject** — what counts as "a user" for one cap row: *User (cookie-based)*, *User (server-side storage)*, *User (cookie-based + server-side storage)*, *IP*, or *L.E.S. IP* (the last external source IP, seen before proxies). Set per row, not per entity. See [Capping matrix](https://epom.com/ad-server/docs/reference/capping-matrix.md). **Capping type** — two different enums share this name: - the product one has **18 values** — a *kind* of cap fixed to one *entity level*, so Frequency appears four times. Six of them cannot be created by anyone: the three Request values (no role can hold the permission) and the three DSP ones (refused on every path, including REST). For which of the rest each level offers, see the [capping matrix](https://epom.com/ad-server/docs/reference/capping-matrix.md); - a separate 4-value enum in the REST layer (`FREQUENCY`, `CLICK`, `ACTION`, `NO_CLICK`) names only the kind. Note the singular spellings — they are not the 18-value enum's names. **Category** — a predefined content grouping (Automotive, Finance, …) attached to demand and supply entities and used by *Rules* for automatic matching. Unrelated to *risk category*, which names a fraud pattern. **CCR** — click-to-conversion rate: conversions ÷ clicks. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md). **Channel** — a free-form traffic-source identifier a publisher passes in the ad tag. The same value surfaces three ways: as a default tag parameter, as a targeting dimension, and as an analytics dimension. It is also the only targeting dimension where the `MATCH` / `NOT_MATCH` rule verbs do anything. **Charges** — *Gross* as the advertiser sees it: the money column of the **Advertiser** *column family*, and the advertiser's spend. It equals Gross unless the network adjusts the figures shown to the advertiser; then Charges is the adjusted figure and Gross stays the network's own. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md). **Clearing price** — what the winner actually pays, and what the price macros carry. Under second-price clearing it is `min( max(deal floor + $0.01, second-highest bid + $0.01), winning bid )` — not the raw price the winner sent. See [OpenRTB integration](https://epom.com/ad-server/docs/reference/openrtb-integration-reference.md). **Clipboard** — the buffer that holds one homogeneous set of entities so you can paste a copy, move, link or unlink them elsewhere. Shows as a floating bar until cleared. See [UI navigation](https://epom.com/ad-server/docs/reference/ui-navigation.md). **Column family** — which audience's copy of a metric you are looking at: **Basic** (the network's own), **Publisher**, or **Advertiser**. Each is a separate permission, and the General report renders each counting metric once per enabled family. The money column is the only one renamed between families, and those really are different columns. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md). **Command palette** — the ⌘K / Ctrl+K overlay for jumping to any entity or page by name. **Content replacement** — a placement feature that swaps parts of the served markup based on configured match/replace pairs. **Conversion window** — how long after a view or a click a conversion still counts (post-view and post-click windows, set per action); also called the *attribution window*. A conversion that matches outside its window is counted in an *expired* diagnostic column with zero revenue and triggers nothing. **CPA** — cost per acquisition: a campaign pricing type billed per conversion. **CPC** — cost per click. **CPM** — cost per mille (per thousand impressions). **Creative** — synonym for *banner*. Both words are used throughout the product; the API says `banner`. **Creative scan** — automatic malware/policy scanning of programmatic creatives from the DSP partners a network chooses; a blocked creative never wins the auction. See [Creative policy protection](https://epom.com/ad-server/docs/use-cases/creative-policy-protection.md). **CTA** — call to action: the button text on a native creative (`ctaText` in the API, `$$NATIVE_CTA_TEXT$$` in an adapter template). **CTR** — click-through rate: clicks ÷ impressions. On the Advanced report, *CTR* and *Effective CTR* have different denominators and neither is wrong. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md). **Custom parameter** — a `key=value` pair carried on the ad request. It reaches you three ways and they are the same values: as a default tag parameter set on the placement, as the **Custom Parameter** targeting dimension, and as an analytics dimension you can break rows or columns down by. In creatives it is read with `$$CUSTOM_PARAM(key)$$`. ## D **Daisy chaining** — sequential banner fallback inside one placement: if the first banner can't serve, the next in the chain is tried. Also called the *waterfall*. See [Daisy chaining & passback](https://epom.com/ad-server/docs/guides/delivery/daisy-chaining-passback.md). **Default attribution type** — the attribution type an action falls back to when a conversion reaches it with none declared. Unattributed unless set; a fallback, never an override. See [Conversion actions](https://epom.com/ad-server/docs/guides/conversions/conversion-actions.md). **Default parameters** — the values baked into every tag a placement hands out: *channel*, custom parameters, partner sub-values, a third-party click URL and seven pass-through signals (GDPR Applies, IAB TCF Consent String, App Bundle, Advertising ID (IFA), User ID, Transaction ID, Ad-Loaded Handler). They are set once on the tag **Settings** tab and save on change. See [Invocation code types](https://epom.com/ad-server/docs/reference/invocation-codes.md). **Demand** — the advertiser side of the network: advertisers, campaigns, banners. **Demo account** — a time-limited trial account: users on the role Epom configures as the demo role get a welcome overlay, a guided tour and read-only example entities, until the trial days run out. See [Demo accounts](https://epom.com/ad-server/docs/roles/demo-account.md). **DMP** — data-management platform. Also a targeting dimension that drills through a provider's segment tree, and an import/export API surface. **DSP** — demand-side platform: the buyer Epom asks to bid. See [Ad server vs DSP](https://epom.com/ad-server/docs/concepts/ad-server-vs-dsp.md). **DSP partner** — a configured OpenRTB integration your network requests bids from. One bid request is built **per eligible banner**, not per partner, so two banners on one partner produce two requests. See [DSP partners](https://epom.com/ad-server/docs/guides/admin/dsp-partners.md). ## E **eCPM** — effective cost per mille: money × 1000 ÷ impressions. Which money, and which impressions, depends on the column: the network's own are spelled out as *eCPM Net*, *eCPM Gross* and *eCPM Profit*, while a **bare `eCPM` header means you are in the Publisher family (Revenue-based) or the Advertiser family (Charges-based)**. The Header Bidding report's eCPM divides by fills rather than impressions and is not comparable with any of them. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md) and [Revenue metrics](https://epom.com/ad-server/docs/concepts/revenue-metrics-cpm-ecpm-rpm.md). **Eligible** — on the Advanced report, an event that survived the invalid-traffic filters: *eligible impressions*, *eligible clicks* and *eligible conversions* are each the raw count minus what was rejected. In ad selection, an *eligible banner* is one that passed targeting and capping and can therefore compete. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md). **Epom support** — Epom's support team, or your account or success manager at Epom: whoever handles what only Epom can change for your network — server-side settings, a new ad-serving domain, API quotas, billing plans, modules switched on per network. Pages say "ask Epom support or your account manager" for these. Not the same as your **network manager**, the person who runs your ad network's account — ask them for a card, tab or permission you do not see — or your **network administrator**, who edits the roles and the admin pages. Nor is it an **administrator**, which is any user on an *admin-based role*: a role that reaches the Admin area. Your network manager is often an administrator too, but the words answer different questions — who to ask, versus which pages a role reaches. See [Contact Epom support](https://epom.com/ad-server/docs/troubleshooting/contact-support.md). **Extended filter** — the multi-section grid panel that narrows rows by name/ID, status, traffic activity, rules, labels, categories and dates, one section per level. The grid's basic filter row (**Group by**, **Filter by** with a **Name** box, **My objects**) sits beside it. See [UI navigation](https://epom.com/ad-server/docs/reference/ui-navigation.md). ## F **Fill rate** — the share of requests that returned an ad, with **four different formulas** depending on where you read it: impressions ÷ Requests on the General report; eligible impressions ÷ direct requests, and eligible impressions ÷ deliveries, as two separate columns on the Advanced report; and fills ÷ rounds on Header Bidding. Do not compare them. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md). **Fill source** — the Header Bidding report's own group-by dimension: who filled the slot. It is offered by that report only, not by General or Advanced. **Flat** — a per-cap-row option that spreads a cap's allowance evenly across its window rather than letting it be consumed at once. The REST API calls the same field `evenDistribution` on the typed capping endpoints and `flat` on the generic ones, and neither accepts the other's name. See [Frequency capping](https://epom.com/ad-server/docs/guides/delivery/frequency-capping.md). **Frequency capping** — the classic form of capping: at most N impressions per user per period. See [Frequency capping](https://epom.com/ad-server/docs/guides/delivery/frequency-capping.md). ## G **General report** — the default report, read from pre-aggregated statistics. It is the one report type with **no enum value**: omitting `statisticType` is how you ask for it. It is also the only report type a network manager can grant — every other type's permission is admin-only. See [Analytics dimensions](https://epom.com/ad-server/docs/reference/analytics-dimensions.md). **Gross** — the network's advertiser-side money column; the network's advertiser billing totals it. An advertiser sees the same money as *Charges*. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md). **Group by** — the dimensions a report spreads down its rows. Distinct from **Split columns by**, which spreads dimensions across the columns and is a multi-select. See [Analytics dimensions](https://epom.com/ad-server/docs/reference/analytics-dimensions.md). ## H **Hash authentication** — the signed-request scheme, one of the three REST authentication methods (with the *API key* and the session cookie): `username`, `timestamp` (Unix milliseconds) and `hash` = `MD5( MD5(password) + timestamp )`. A signature is valid only near its timestamp, so a long-running script must recompute the timestamp and hash per request. See [REST API overview](https://epom.com/ad-server/docs/api.md#hash-authentication-recommended). **Header bidding** — running an auction for a slot before the ad call. Epom is on both sides of it: it answers inbound bid requests at `/hb/bid`, and it has a Header Bidding report of its own whose metrics (Fills, Unfilled, its own Fill Rate and eCPM) share no arithmetic with the General report. See [Header bidding](https://epom.com/ad-server/docs/guides/inventory/header-bidding.md). **HTML5 ZIP** — a zipped HTML5 creative uploaded as a template file property. The only server-side rule is that the filename ends in `.zip`, lower case — the archive's contents and size are not checked. See [Creative & ad specs](https://epom.com/ad-server/docs/reference/creative-ad-specs.md). ## I **I2C** — impression-to-conversion: conversions ÷ impressions. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md). **IAB TCF consent string** — the encoded consent record from a CMP, passed in on the tag and read with `$$GDPR_CONSENT_IAB$$`. Epom uses it to gate its own serving; it is **not** forwarded in the outgoing bid request. Epom's own GVL vendor id is 849. See [Macros](https://epom.com/ad-server/docs/reference/macros.md). **IFA** — the mobile advertising ID, Android AAID or iOS IDFA, whichever the request carries. Passed in as `ifa` and read with `$$IFA$$`; the older per-platform macros are deprecated. **Include / Exclude** — the base choice on every targeting rule: *Include* serves only on matching traffic, *Exclude* never does. On the three yes/no dimensions the choice is the whole rule — there is no value to pick. See [Targeting dimensions](https://epom.com/ad-server/docs/reference/targeting-dimensions.md). **In-stream / outstream / overlay** — the three shapes a Video placement can take: *in-stream* runs inside the content video, *outstream* in a player the ad itself creates on a page, and an *overlay* sits on top of playing content. **Invocation code** — the snippet generated per placement that a page, app, email or player uses to request ads. Seven types exist; the *VAST tags* tab is an eighth entry in the strip but is not a code type. See [Invocation code types](https://epom.com/ad-server/docs/reference/invocation-codes.md). ## L **Label** — a free-form tag you attach to entities for filtering, bulk operations and rule matching. Unlike *categories*, labels are user-defined. **Limit** — a total-volume ceiling per entity with a reset period, as opposed to per-user *capping*. Six metrics — impressions, clicks, conversions, opportunities, budget and requests — across four periods (daily, weekly, monthly, total). **A limit of `0` means "no cap", not "stop"**; to halt delivery, deactivate the entity. See [Limits](https://epom.com/ad-server/docs/guides/delivery/limits.md). **Linking** — connecting banners to placements (many-to-many). A banner serves only on placements it is linked to — or where *Rules* match. See [Hierarchy & linking](https://epom.com/ad-server/docs/concepts/hierarchy-and-linking.md). **Log report** — Impressions Log, Clicks Log and Conversions Log: **event lists, not aggregates**, so none of the aggregate metric arithmetic applies to them. They have no Group by, only filters. A fourth, Actions Log, exists and is served by the API but never appears in the report-type picker. See [Analytics dimensions](https://epom.com/ad-server/docs/reference/analytics-dimensions.md). ## M **Macro** — a `$$NAME$$` token in creative code, URLs or tags that the server replaces with a live value at serve time. A macro it recognises but cannot resolve becomes empty; one it does not recognise is left exactly as written. See [Macros](https://epom.com/ad-server/docs/reference/macros.md). **Mail** — the Email invocation-code type. Its tab says **Email**, the preview picker and the downloaded file say **Mail**, and the API value is `EMAIL`. One type, three spellings. **Markup** — what the ad server returns for a request: HTML for a display creative, VAST XML for video, JSON for native. *Macros* are resolved while it is being built. **Masked** — how a shared entity appears when the owner hides its details. In trees and demand grids the name is replaced and the row renders in italics; you cannot open or edit it and bulk actions skip it. In **analytics** the row renders as `TYPE_id` — `SITE_45`, `CAMPAIGN_123`. The supply grids do not draw the masked style at all, so a read-only shared site looks ordinary there until an action skips it. See [Sharing & permission model](https://epom.com/ad-server/docs/concepts/sharing-permission-model.md). **Minimal revenue** — a per-row floor under the publisher's earnings. Both Net and Revenue are read as `GREATEST(column, minimal revenue)`, and *Minimal Net* is a column showing the floor by itself. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md). **Mount JS** — an invocation-code type: a bare function you call with your own container element. Its code and API name is `JS_MOUNT`, so searching for the label finds nothing. See [Invocation code types](https://epom.com/ad-server/docs/reference/invocation-codes.md). ## N **Native** — three related things gated differently. The **Native placement** type (id 9); the **Local Native** and **External Native** creative types, which a server-side filter allows on native placements only; and the **Native API** (`/ads-api-native`), which returns structured creative fields rather than HTML. See [Native API](https://epom.com/ad-server/docs/reference/native-api.md). **Native asset** — one of the three files a native creative can carry (icon, image, video), each with its own declared size. The declared size is what the placement's template lays out; the file's real dimensions are checked against it. See [Creative & ad specs](https://epom.com/ad-server/docs/reference/creative-ad-specs.md). **Net** — the network's publisher-side money column, floored at minimal revenue; publisher payments sum Net. A publisher sees the same figure as *Revenue*. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md). **Network administrator** — whoever holds the admin console of your network: roles and permissions, admin pages, DSP partners, troubleshooting logs. A publisher or advertiser reaches them through their network manager. Platform-side settings are not theirs to change — see *Epom support*. See [Manage users, roles and permissions](https://epom.com/ad-server/docs/guides/admin/users-and-roles.md). **Network Manager** — the operational role for day-to-day entity and campaign management. What it sees depends on the permissions your network administrator grants it. See [Network manager](https://epom.com/ad-server/docs/roles/network-manager.md). In "ask your network manager" it means the person who runs your network's account, whatever their role — see *Epom support*. **Network parameter** — a named per-partner onboarding value on a DSP partner or an OpenRTB banner, drawn from a set of 135. Despite appearing all over the bid-request documentation, these are **not** OpenRTB spec fields, and none of them is a fee or revenue share. See [OpenRTB integration](https://epom.com/ad-server/docs/reference/openrtb-integration-reference.md). **Admin-based role** — a role (the stock *AdServer Supervisor* and *Default Admin* are examples; networks rename and add them) that reaches the admin area and whichever pages its Admin UI checkboxes allow, but whose permission matrix carries only the user- and ad-server-management groups. It is **not** the top role, which Epom keeps for its own staff. See [Users & roles](https://epom.com/ad-server/docs/guides/admin/users-and-roles.md). ## O **OpenRTB** — the real-time bidding protocol. Epom speaks it in both directions: outbound to DSP partners (2.5 by default) and inbound as a bidder at `/hb/bid` (2.6). See [OpenRTB integration](https://epom.com/ad-server/docs/reference/openrtb-integration-reference.md). **Opportunity** — a moment the ad server selected an entity to serve, counted before the impression is confirmed. Capped by the *Opportunities* limit and reported as its own Advanced-report column. A `/hb/bid` call consumes one even though it is a bid, not an impression. **Optimization** — automatic banner weighting inside a placement: *Manual* weights, *eCPM* optimization, or *eCPM with burn-up* (a learning period before optimization starts). See [Optimization](https://epom.com/ad-server/docs/guides/delivery/optimization.md). ## P **Passback** — the fallback code served when no linked banner can fill the request; set per placement. See [Daisy chaining & passback](https://epom.com/ad-server/docs/guides/delivery/daisy-chaining-passback.md). **Paused** — two different signals. As a **status glyph** (amber gauge) it means a limit or cap is currently holding delivery. As a **serving-state pill** — *Paused · N* — it means the wiring exists but nothing on it is switched on. An entity that is both switched off and unlinked reads *Not serving*, not Paused. See [Statuses & indicators](https://epom.com/ad-server/docs/reference/statuses-and-indicators.md). **Piggyback** — a third-party tracking pixel attached to a campaign, placement or site that fires alongside conversions. See [Piggybacks](https://epom.com/ad-server/docs/guides/conversions/piggybacks.md). **Placement** — the ad slot on the supply side; the entity ad tags are generated for. There are 8 placement types, with ids 1–7 and 9 — **there is no id 8**. The type is chosen at creation and cannot be changed. See [Placement types](https://epom.com/ad-server/docs/reference/placement-types.md). **Placement key** — the 32-character hex identifier a tag is fetched by, stable for the life of the placement. It identifies inventory; it is not a secret. **PMP** — Private Marketplace: a deal giving specific programmatic demand preferential access at negotiated terms. Carried in the outgoing bid request as `imp.pmp`, with a deal id, a floor, a buyer seat and an auction type. **Post-click / Post-view** — the two attribution arms of every conversion metric. The money arms are **not** symmetric across *column families*: Publisher gets the Net side only, Advertiser the Gross side only, and only Basic carries both. **Presets** — reusable named groups for targeting: domain groups, IP-range groups and app-package groups. A preset rule references one group by id rather than carrying values inline. See [Presets](https://epom.com/ad-server/docs/guides/targeting/presets.md). **Pretargeting** — supply-side targeting. Same 38 dimensions as demand-side targeting, the same card, a different name and a separate set of permissions — the card is labelled **Pre-targeting** on sites, zones and placements. See [Pretargeting & blocking](https://epom.com/ad-server/docs/guides/targeting/pretargeting-blocking.md). **Price adjustment rule** — a conditional rule that multiplies or sets the gross price when traffic matches a condition; cascades advertiser → campaign → banner, so a banner-level rule is applied last and effectively wins. See [Price adjustment rules](https://epom.com/ad-server/docs/guides/delivery/price-adjustment-rules.md). **Pricing type** — how an entity is billed: CPM, CPC or CPA on campaigns; cost-per-day and cost-per-month are placement- and site-side only. See [Pricing](https://epom.com/ad-server/docs/guides/delivery/pricing.md). **Priority** — two different things. A **campaign** carries one of six priority bands — `PREMIUM`, `STANDARD_HIGH`, `STANDARD_MEDIUM`, `STANDARD_LOW`, `NON_GUARANTEED`, `HOUSE_ADS`. Separately, a **banner** competes in a delivery tier inside a placement, and higher tiers are tried before lower ones (the *waterfall*). **Profit** — Gross − Net, both from the network's own *column family*, and computed from the already-rounded values. Distinct from *AP Profit*, which crosses families. The Advanced report clamps Profit at zero; the General report does not. ## R **Rank** — a popularity position from the device-detection database, where **lower is better**: *Browser rank*, *Hardware rank* and *Platform rank* rank the browser version, the device model and the OS respectively. Available as targeting dimensions (default relation `<=`, which keeps the top ones) and as analytics dimensions. **Requests** — the General report's **Requests** column is impressions **plus** requests that returned no ad, which is why Fill Rate divides by it and can never exceed 100%. The unfilled half is counted separately from impressions and added in. The Advanced report has no column of this name at all, only Direct, Repeated, Filled, Returned and Wasted requests. *Request capping* is a third, unrelated use of the word — and one no role can reach. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md). **REST API** — the programmatic surface. Every path starts with `/rest-api/` and ends in `.do`; parameters are form- or query-encoded, not JSON bodies. A refusal carries a 4xx status (404 for a missing entity, 403 for a missing grant, 400 for a bad value) with a `"success": false` body; only a partially applied batch still answers 200 with `"success": false`. See [REST API overview](https://epom.com/ad-server/docs/api.md#error-codes). **Revenue** — *Net* as the publisher sees it: the money column of the **Publisher** *column family*, and what the publisher earns. It equals Net unless the network adjusts the figures shown to the publisher; then Revenue is the adjusted figure and Net stays the network's own. The referral commission is computed from Revenue. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md). **Revenue share** — the split of earnings between the network and a publisher, configurable per site, zone or placement. This is where the network's margin on programmatic spend is taken — nothing is deducted from the DSP settlement price. **Risk level / risk category / risk score** — a **risk score** is the numeric fraud probability on a row; a **risk level** is the band it falls in; a **risk category** names the fraud pattern (25 of them). Level and category are dimensions you can group and filter by, score is a metric. See [Invalid traffic & risk scoring](https://epom.com/ad-server/docs/concepts/invalid-traffic-and-risk-scoring.md). **Roll-up** — the summary totals row of a report. It is computed by **its own query over the whole result set**, not by adding up the displayed rows, and it recomputes every ratio from summed numerators and denominators — so it will not always equal the sum of a rounded column. **RTB** — real-time bidding; see *OpenRTB*. Also the name of an account tab and of a placement-editor card. **Rule view** — a grid display mode that swaps regular columns for rule columns (rules on/off, include/exclude groups, inherited parent rules). See [UI navigation](https://epom.com/ad-server/docs/reference/ui-navigation.md). **Rules** — three unrelated systems share this word: 1. **Rules** proper — the category/label engine that matches banners to placements without manual linking ([Rules & defaults](https://epom.com/ad-server/docs/guides/admin/rules-and-defaults.md)); 2. **targeting rules** — the Include/Exclude conditions on the Targeting and Pre-targeting cards ([Targeting dimensions](https://epom.com/ad-server/docs/reference/targeting-dimensions.md)); 3. **price adjustment rules** — see *Price adjustment rule*. The *Rules active* status glyph and the serving-state *Rules only* pill both mean the first one. **Run-as** — an administrator or network manager opening the platform as another user; the user menu shows **Exit user** while impersonation is active. ## S **S2S (server-to-server)** — conversion tracking via postback calls between servers instead of browser pixels. Also the name for calling the ad API from your own backend, where `clientIp` and `clientUa` must be supplied or targeting cannot work. See [S2S and pixels](https://epom.com/ad-server/docs/guides/conversions/s2s-and-pixels.md). **Saved view** — a named snapshot of a grid's filters, sort and page size. Stored per user, per grid, **in your browser** — it does not follow you to another machine, and saving under an existing name overwrites it silently. **Seat** — the buyer identity on an OpenRTB bid (`seatbid[].seat`) and on a PMP deal (`wseat`). Epom accepts exactly one seatbid containing exactly one bid; anything else is discarded whole. **Second price** — an auction where the winner pays just above the runner-up rather than their own bid. Note that a DSP partner's **Second price only** setting does *not* change the clearing rule — it withdraws the banner when it would be the only bidder. See [First vs second price](https://epom.com/ad-server/docs/concepts/auction-first-vs-second-price.md). **Self-serve** — the mode in which advertisers sign up and run their own campaigns against prototype creatives and CPM floor rates you configure, rather than a network manager building everything for them. **Serving state** — whether an entity can actually deliver right now, shown as the header pill on banner and placement editors: *Not serving*, *Rules only*, *Paused · N*, *Serving · N*, or *Serving · A/T* when only some of the linked entities are on. It reads the **saved** Active state, so flipping the switch without saving does not move it. See [Serving state](https://epom.com/ad-server/docs/concepts/serving-state.md). **Share** — giving another user access to your entity. Three types: **Is Owner**, **Can Edit** and **Can View**. See [Shares](https://epom.com/ad-server/docs/guides/collaboration/shares.md). **Show tracking URLs** — the per-creative list of impression and click URLs for a placement. A tab on the placement's **Ad tags & API** card in the new interface, a header button in the classic one. It is the only serving surface a Click-through placement has. See [Invocation code types](https://epom.com/ad-server/docs/reference/invocation-codes.md). **Site** — the top supply-side entity: a publisher website or app property. Hierarchy: Site → Zone → Placement. **Split columns by** — the multi-select that spreads dimensions across a report's columns rather than down its rows. Most entries combine; Custom parameter is the one exclusive option. See [Analytics metrics](https://epom.com/ad-server/docs/reference/metrics.md). **SSP** — supply-side platform. Epom's role when it asks DSPs to bid. **Statistic type** — which report you are running. Seven values exist, six can be selected, and the *General report* is none of them — it is what you get by omitting the parameter. See [Analytics reports via API](https://epom.com/ad-server/docs/api/analytics-api.md). **Sub-ID** — a correlation identifier passed on the click and returned in the S2S postback to attribute a conversion without cookies. **Supply** — the publisher side of the network: sites, zones, placements. ## T **Targeting** — demand-side rules deciding which traffic an advertiser, campaign or banner serves to. The platform defines **43 rule types**: 38 are dimensions you pick from the add-rule list, 40 have a REST create endpoint, and 5 are blocked-entity types no picker offers. The supply-side equivalent is *pretargeting*. See [Targeting dimensions](https://epom.com/ad-server/docs/reference/targeting-dimensions.md). **Template** — two unrelated features share the name: a reusable rich-media **creative** skeleton with configurable properties, which is the basis of Template banners; and the admin **email/SMS notification** templates. **Traffic quality** — the fraud-scoring area of the account: per-inventory risk scores, four levels and downloadable scan reports. The levels are advisory — see *Blocked*. See [Moderation & traffic quality](https://epom.com/ad-server/docs/guides/admin/moderation-and-quality.md). **Traffic source** — an analytics and targeting dimension naming the integration a request arrived through, not anything about the visitor. It has exactly one value today, `HEADER_BIDDING`; an empty cell means the ordinary ad tag. **Transaction ID** — the per-impression identifier that ties an ad request to everything downstream: it is what `imp.id` carries in a bid request, what the raw logs record, and what `$$TRANSACTION_ID_STR$$` and `$$TRANSACTION_ID_LONG$$` resolve to. Not the placement id. **Trees and grids** — the two ways an entity workspace renders. **Trees** give an expandable hierarchy with drag-and-drop re-parenting and the action rail; **grids** show one level at a time with server-driven sort and paging. Your default is a saved preference; the workspace toggle overrides it for the session only. See [UI navigation](https://epom.com/ad-server/docs/reference/ui-navigation.md). ## U **Unattributed** — a conversion that arrived with no attribution type declared and none could be inferred. Also the default value of an action's *Default attribution type*. **Universal JS** — the asynchronous invocation code: an `` element plus a loader `