Zemanta Glossary



Allow List Referenced in terms of enabling chosen and specific publishers to serve within a campaign.
Agency Top-level entity in Zemanta that usually represents one client deal (e.g.: agency).
Account Child entity of an Agency, usually representing one specific brand.
Account Manager Individual responsible for the day-to-day management of Zemanta clients.
Ad group Collection of individual creative ads that helps automate creatives management.
Ad Material aimed at promoting a product, brand, service or viewership in order to attract sales, engagement, and conversion.
Ad ID Unique ID assigned to a promotional link within the Zemanta platform.
Ad description Allows you to write custom advertisement descriptions.
Asset Hosting Allows the storage of critical assets in order to correctly serve and render your display ads.
Autonomous systems Connected group of IP networks managed by a single entity, such as universities and workplaces.
ASN (Autonomous System Number) Each user connected to an Autonomous System is assigned an Autonomous System Number.
ASN (Autonomous System Number) Targeting Zemanta offers the option to target or exclude particular users connected to a specific Autonomous System.
Automation Rules A tool within the Zemanta dashboard allowing you to create simple “if-then” rules, which are periodically executed.
Audience Potential customers for your company’s product or services.
Audiences Targeting Allows you to sort the users by their actions and retarget them with new or existing ad groups.
Allocated Credit Sum of all budgets that have already been created on your account.
Attributed Conversion When an online user converts and Zemanta links that conversion to the same user who viewed an ad served by Zemanta or clicked on it in the conversion window.
Application Programming Interface APIs enable connection to external applications and allow you to transfer data from multiple platforms to a unified dashboard such as Zemanta.
API Reporting Allows the Zemanta system to directly and automatically download reports from your Google Analytics account or other property.
Artificial Intelligence (AI) Zemanta uses AI technology to bid on each impression based on AI-predicted outcomes




Block List Referenced in terms of blocking either publishers (or marketers) from serving on a publisher page or within a campaign.
Brand logo A graphic element which reflects the values of a brand, and helps customers identify a product or service of that brand.
Budget A sum which you reserved for a particular advertisement campaign.
Budget optimization An automated feature that optimizes your campaign budget across ad groups in order to achieve your campaign goals.
Bulk upload feature Allows you to upload multiple creatives all at once.




Campaign An organized and coordinated action to promote a product or service.
Creative Advertisement served to users through the Zemanta platform.
Creative Library Management console within the Zemanta platform, which allows for advertisers to create Creatives and deploy them across different ad groups.
Click Metric which counts the number of times a user has interacted with a digital advertisement in order to reach the advertisers service or product.
Customized Reports Fully customizable reports where you can select all the metrics you are interested in, and also breakdown the report into smaller units in order to get as much details as possible.
Conversion Section within the Zemanta dashboard, which is your single point for managing rules and conditions under which conversion attributions will apply and count when tracking engagement.
Conversion Definition Rules and conditions under which conversion attributions will apply and count when tracking engagement.
Conversion Tracking Zemanta counts every conversion with the help of the Zemanta Pixel, based on a conversion definition that happens after a user clicks on an ad served by Zemanta.
Conversion window The period of time after a user clicks on your ad during which a conversion, such as a purchase, is recorded in Zemanta.
“Cost per action” – CPA The average cost of a previously-defined action (click of a specific link, conversion, time on site).
“Cost per click” – CPC Cost which you pay to the publishers for each click on your ad.
“CPC” Bidding CPC bidding focuses on the clicks that your ad receives.
“Click-through rate” – CTR Measures how often users who see your advertisement end up clicking on it.
“Cost per view” – CPV Cost which you pay for every view your advertisement gets.
“Cost per thousand/mille” – CPM Cost which you pay per one thousand impressions on your advertising medium.
CPM Bidding CPM bidding focuses on how often your ad appears to a user.
Credit The sum of all budgets that you have created.
Currency Default currency of your account, which is selected when you first register but can be changed upon request.
Campaign Goals Zemanta offers several different goals to choose from for your campaigns, such as CPC, Engagement and Conversion.
CS representative Customer Success employee responsible for customer relations and who provides customers with technical support.
Call to action Option in Zemanta allowing you to create the most appropriate call to action. You can create it by yourself or choose one from a list with several options.




Deal The purchase and sale of advertising inventory.
Deals Library This section gives you an overview of all the deals created on an account
Deal ID Unique deal id is directly generated by our system, is received from a publisher or an SSP, and contains a special agreement for a deal.
Deal Connections Prepackaged deals made for Zemanta customers.
Deals – open auction Deals which are available to all participants and are traded through live auctions.
Deals – preferred Deals which are negotiated in the private marketplace between a specific buyer and a publisher for a fixed price.
Deals – private exchange/private auction Deals which are offered to only pre-selected bidders.
Deals – programmatic guaranteed Deals which are negotiated between a buyer and the publisher with a set price and reserved inventory.
Daily Cap This feature allows you to ensure you won’t spend more than you set on a specific ad group in a single day.
Daily Spend Metric which allows you to monitor how much you are spending on a specific ad group in a single day.
“Demand Side Platform” – DSP Demand Side Platforms allow advertisers to buy advertisements automatically.
Delivery The method through which your advertisements will be delivered in a specific period of time.
Display channel Different display methods which you can use to serve your advertisements.
Display URL Sometimes shown as part of your ad, e.g. your domain/website URL.
Display campaign Type of campaign format that combines text, images and URL links.
Device targeting Allows you to target ads on specific device types, operating systems, and operating system versions.
Data comparison chart Allows you to create sets of performance metrics that are most important to your campaign strategy and compare then through the “Data Comparison Chart”.




Engagement A metric that allows you to monitor when a consumer engages or interacts with your advertisements.
Engagement Tracking Zemanta tracks the actions visitors take on the advertiser’s website, such as page visits, subscriptions, purchases, and downloads.
Pre-Engagement Tracking
Exclude This feature allows you to exclude interests by selecting each category from the drop-down menu or by typing in the category name.
Email reporting Email reporting relies on automated daily reports sent from Google or Adobe Analytics to Zemanta and does not require additional permissions, but it is less reliable than API reporting.





Granularity The depth of data that is available to you within the Zemanta platform.
Levels of granularity There are four levels of granularity options available to you: Current View, Campaign, Ad Group, and Content Ad.
Group Actions This option allow you to make changes on the Group level, rather then making changes to individual creative ads.




Hamburger Menu Main menu in the Zemanta dashboard is accessible through an icon in the upper-right part of the dashboard.




Inventory Planning A tool in Zemanta that helps you plan Zemanta campaigns by showing the potential reach and cost of different targeting ideas.
Include This feature allows you to include interests by selecting each category from the drop-down menu or by typing the category name in the search bar.
Impression A single time that your advertisement is served on an app or a website.
Impression Frequency Cap Allows you to control the delivery frequency of your ads by defining the maximum number of times your ads will be shown to a unique user per day.
Interest targeting Allows you to target audience segments based on the topics they’re most interested in.
Image crop You can use this tool to crop your images based on specific pixel coordinates.





Keywords Phrases or words you can select in Zemanta dashboard.
Keyword Targeting Allows you to target ad placements based on the contextual content of the publisher’s website that matches your custom set of keywords.




Location Targeting Allows you to target ads in specific geographical locations, such as countries, states or regions, cities, postal/ZIP codes, and DMA regions.





Management Console You can access the management console by clicking on the “hamburger menu” in the top right of the screen.
Media Source Zemanta is connected to over 40 SSP partners, which act as media sources. You can find a full list of our partners here: https://help.zemanta.com/article/show/24879-media-sources-overview
Macros Macros help you create custom views in your analytics solutions based on specific information allowing for integration with your attribution systems.





Native channel Different types of native advertising mediums between a brand and its audience.
Native Content Distribution Type of campaign format most suited for CPC and engagement campaigns.
Native Video Advertising Type of campaign format most suited for video placements.
Native Conversion Marketing Type of campaign format most suited for the conversion of potential customers.
Native Mobile App advertising Type of campaign format most suited for advertising in mobile applications.
Native ADs Advertisements that are designed to match the content of a media source.
Native DSP Demand Side Platforms developed specifically for Native Advertising.




Open auction Type of auction where a publisher allows access to all connected bidders via the SSP to have access to its inventory.





Platform Mobile Carriers; Apps; Third-Party Aggregators & Technology Firms.
Publishers Companies that produce and distribute news, content, and information.
Publisher targeting Allows you to use your preconfigured publisher groups such as blacklists or whitelists.
Performance Tracking Zemanta makes use of Google Analytics and Adobe Analytics to ingest and analyze your post-click metrics.




Real time data Data that is updated in real time.
Reporting Frequency Frequency at which your reports will are generated (daily, weekly, monthly)
Reporting Granularity The depth of data which you want to select in your reports.
Reporting Breakdown Allow you to filter your reports by several different metrics such as country, region, device, …




Spend The amount you are spending on advertising campaigns.
Scheduled Email Reports Email reports that are sent to you at predetermined intervals which you can set up.
SSP Supply Side Platforms allow web publishers and digital media owners to manage their advertising inventory.





Total Spend The total amount of credits you have spent on different campaigns.
Tracking Zemanta allows you to track different metrics directly on our dashboard.
Third-party click tracking A tool that helps you track clicks on your advertisements through a third-party tracking platform.
Third-party impressions tracking A tool that helps you track impressions on your advertisements through a third-party tracking platform.
Third-party Data Targeting The system uses data from our vendor partners to add an extra level of audience targeting.
Tag Used to tag your advertisements which is useful in reporting.





User The lower-level entity in Zemanta linked to one access to the dashboard.
Unallocated Credit Sum representing the credits that can be used to create new budgets.






Video channel Advertising medium where you advertisements are displayed as videos.




Zemanta Zemanta is an Outbrain company that offers a self-served demand-side platform built for performance.
Zemanta Platform Zemanta is the world’s first multi-channel demand-side platform built for performance, specialized in outcomes and post-click behavior optimization.
Zemanta Pixel Zemanta pixel is a snippet of code that allows you to gather valuable information about the actions of visitors on a website.
Zemanta Pixel Helper Tool designed to check if the Zemanta Pixel was implemented correctly and working as intended.
Zemanta Autopilot Autopilot bidding strategy is a new optimization workflow in the Zemanta dashboard that replaces previous optimization settings.