Basic AerServ Terminology


Ad Sources


Ad Sources are the third party advertising partners that you work with and wish to mediate - typically, these are ad networks. For example, if you are using the AerServ mediation platform and have existing relationships with InMobi, Millenial Media and TapIt by Phunware, these would be your ad sources.




aerMarket is the AerServ ad exchange, offering publishers mobile monetization from many demand partners and sources.


Banner Ad


A Banner is a traditional advertising ad unit. A mobile ad unit, typically 320x50, 300x250 or 728x90, can either be static or use rich media.




Campaigns allow publishers to upload or traffic creatives to be used as house ads when no other ad source is able to monetize or fill an ad opportunity.




CPI, or "cost per install", is a common pricing model within mobile and mobile games. The payable event happens when a user downloads the app and opens it.




CPM, or "cost per mille", means cost per thousand, and is the most common pricing model for an ad unit. If a campaign is at $1 CPM, it means you as the publisher would earn $1 for every one thousand views of the ad unit.




Click through rate, or CTR, is an important performance metric for all ad campaigns. CTR, measures the percentage of users that click on an ad. The calculation for CTR is: clicks / ad impressions.


Fill Rate


Fill Rate is an important calculation to measure advertising performance. A simple way to calculate fill rate: ad impressions / ad opportunities.




An impression has slightly different definitions based on the ad unit:

  • Banner: an impression is recorded when the banner creative is displayed on the device.
  • Interstitial: an impression is recorded when the interstitial creative is displayed on the device.
  • Video: an impression is recorded when the video ad begins playing.  


Interstitial Ad


An Interstitial is a fullscreen ad unit that appears between two views within a mobile website or mobile app.




The Inventory section is where you set up all of your mobile apps, websites or sections. You can have one mobile app, or you can have twenty mobile apps - there is no limit to how many you can set up. Inventory encompasses all apps and advertising placements within the apps that you wish to monetize with advertisers. For example, the mobile app Candy Crush would be one (1) app within the Inventory section. 




A Placement is a distinct advertising spot within an app or website. For example, you may have a 320x50 banner on the homepage of your mobile app, or you may have an interstitial that appears between level 1 and level 2 of your mobile game. These would be placements underneath a single app.

You can set up as many placements as you want. For example, if you wanted to track the revenue and performance of the homepage 320x50 banner vs. a 320x50 banner within the game playing section of your app, you could set up two aerBanner placements. 


PLC or Placement ID


A PLC ID, or Placement ID, is a unique ID number that correlates to a specific app/site and placement. It allows a publisher to make an ad call to the AerServ ad server for an ad.


SDK or Software Development Kit


An SDK allows mobile apps to communicate efficiently with the AerServ ad server and also handles ad rendering and tracking.




The digital Video Ad Serving Template (VAST) specification released by the Interactive Advertising Bureau (IAB) to standardize the communication requirements between video players and ad servers.  




View through rate, or VTR, is an important performance metric for video ad campaigns. VTR measures the percentage of users that view the entire video ad, or 100% completion of the ad. The calculation for VTR is: 100% completed views / ad impressions.


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