Glossary

a action activity this pixel type is used to track a click action when there is no change in the url for example, if you want to track a specific action, like a "buy now" button the action activity can be placed on the specific button html to be tracked activity an activity is a way to further define the universal tag you'll use an activity to log universal tag fires and for the purpose of retargeting users you need to create a universal tag before you add activities ad tag a snippet of code that's placed on a webpage, to define exactly where and what ad will be displayed api (application programming interface) a set of access points and tools that enable developers to build custom workflows and applications that can access certain features and data attribute the seven health specific categories you'll select to build a predictive health audience they include diagnosis, procedure, hcp, rx, pharmacy, insurance, and patient info attribute items a specific data point within an attribute for example, 0054 0326 fluticasone propionate and salmeterol, and 0054 0327 fluticasone propionate and salmeterol are both rx attribute items attribution the process of identifying and assigning credit to various touch points that contribute to a desired outcome, such as a sale or conversion it aims to understand which channels, campaigns, or actions are most effective in driving customer engagement and conversion audience a strategic target group for an advertising campaign, defined as a subset of one or more datasets that have been ingested into the platform an audience can also be built from another existing audience audio vast tag url a url that points to an xml document containing information for serving an audio ad it acts as a bridge between an ad server and a media player, allowing the player to request and display audio ads according to these instructions b bid request the signal an ssp sends to a dsp that enables the latter to purchase ad inventory bid response the signal a dsp sends to an ssp in response to a bid request in a bid response, the dsp indicates a bid price and usually the creative specs bitrate the amount of video data (bits) processed per second, directly controlling video quality and file size the higher the bitrate, the higher the video quality blockgraph an identity and data collaboration platform that enables different companies in the media ecosystem to securely share and match audience data without directly exposing their underlying sensitive information it is not a data provider, but a neutral intermediary that facilitates data sharing in a privacy compliant manner c companion ads a display ad shown alongside a video or audio ad, usually displayed on top of or along the side of the player clickthrough url the webpage a user is directed to when they click an ad cloning, audiences is a method for creating a new audience with the attributes of an existing audience companion ad a display ad shown alongside a video or audio ad, usually displayed on top of or along the side of the player control group defined at the household level, a means of measuring the effectiveness of a campaign exclude a percentage of an audience from seeing the campaign ads and compare the conversion results of the control group against that of the other members of the audience for example, if the members of the control group bought as many cars in an auto campaign as the rest of the audience, then the campaign is not effective since the control group has not seen the ads conversion a measurable action or event, such as an online purchase or a physical store visit that is attributed to an ad campaign it represents a successful outcome, proving that the advertising has influenced a consumer's behavior the cadent platform has a powerful attribution engine designed to track and analyze these events cpm (cost per mille) refers to the average cost per 1,000 ad impressions mille means 1,000 in latin cpt (current procedural terminology) cpt codes are a standardized set of medical codes used to describe medical, surgical, and diagnostic procedures d data marketplace provides a centralized location to browse and select premium third party data providers and their syndicated segments to be used for targeting in advertising campaigns dataset the platform takes input files, processes them, and generates matched datasets, which are used to build audiences daypart the neislen defined periods of the day divided into time blocks, which are often used for targeting specific demographics early morning 5 am to 9 am daytime 9 am to 4 pm early fringe 4 pm to 7 pm prime access 7 pm to 8pm prime time 8 pm to 11 pm late news 11 pm to 11 30 pm late night 11 30 pm 2 am overnight 2 am to 5 am deal id a deal id is a unique identifier that establishes a direct connection between a publisher and advertiser deployment a managed process in which an audience (a defined group of households or devices) is made available for use in advertising campaigns and for other external and internal platform integrations this process is what activates an audience for targeting distinct patients this is the total count of patients in a health audience dma (designated market area) a geographic regions used to define television and radio markets f first party dataset comprised of information an organization gathers directly from its users through their interactions with its websites, apps, products, or services the organization itself is the owner and controller of this data freewheel a comcast company, a leading provider of ad management and monetization solutions for the television industry for cadent, freewheel functions as an external ad server that facilitate the delivery and measurement of advertisements in video content g google tag sheet a google tag sheet is a file exported from google campaign manager (gcm) that organizes ad tags and is used for creative bulk uploading cadent supports xlsx or xls google tag sheets h hcp hcp stands for healthcare professional it refers to individuals who are licensed and trained to provide healthcare services to patients for example, doctors, nurses, and pharmacists hcpcs (healthcare common procedure coding system) hcpcs codes are a standardized set of codes used by healthcare providers to submit claims for medical procedures, supplies, products, and services household in the cadent platform, this is the fundamental unit for identifying and targeting audiences it is a cluster of various digital signals and personal identifiers that are algorithmically grouped together to represent a single, addressable entity for advertising purposes this household can contain a traditional family, a group of roommates, or even a single individual household crosswalk id a system generated synthetic id associated with a zip11 it requires an out of the system match exercise to map your household universe with ours using a synthetic key this prevents exchanging any pii data for data onboarding please contact your account representative to setup a crosswalk i icd 10 (international classification of diseases, 10th revision) a diagnostic and procedure coding system endorsed by the world health organization (who) impression goal the target number of impressions that a campaign's line item will serve impression limit the maximum number of impressions served in a given time interval (e g , 10 times per month) k kpi (key performance indicator) a measurable value showing how well an ad campaign achieves its goal l lookalike audience a new group whose members share similar characteristics and behaviors with an advertiser's existing audience it is a method of audience expansion that uses a "seed audience" to model and find a larger group of similar consumers, with the goal of increasing campaign reach and driving conversions m markup type the code that instructs a browser or player on how to display the creative in the cadent platform, these markup types are supported display js tags and 1x1 image tags video 1x1 image tags audio 1x1 image tags native display js tags and 1x1 image tags native video 1x1 image tags metrics primary partner this determines whose data is the source of truth for a line item's kpi metrics for example, if you set dcm at the metrics primary partner, the system will reference dcm data for your kpi metrics model score a model is a collection of mathematical functions that scores each bid request based on the likelihood that serving an impression will achieve the model's goal models are set at the ad group level n negative targeting this is the 'who not to target' list negative targeting is used to filter out irrelevant audiences and prevent your ads from showing to users who are unlikely to be interested o opt out the action a consumer takes to exercise their right to stop a company from using their data, particularly for purposes like targeted advertising, analytics, or sharing with other entities within the cadent platform, this is a critical function for ensuring compliance with privacy regulations and respecting user choice p pixel a snippet of code placed on a website to track user activity in the cadent platform, pixels are used to collect data for various purposes, including ad campaign targeting, performance measurement, and attribution positive targeting positive targeting is the 'who to target' list for example, if you sell running shoes, you might positively target users interested in sports, fitness, and marathons s source type, dataset determines the primary characteristic of a dataset and how the data will be ingested the form for creating a dataset will dynamically adjust based on your selection for example, file upload, watch folder, pixel, and trade area are examples of source types t taxonomy, audience the hierarchical framework used to categorize and label audience segments based on shared attributes think of it as a family tree for audiences, where broad categories branch into more granular sub categories this provides a standardized common language for describing and selecting audiences within the platform third party dataset sometimes referred to as shared datasets , they consist of information collected by an entity that does not have a direct relationship with the user these datasets are typically aggregated from a variety of sources by data providers or data exchanges and are made available for purchase tracking tag a tracking tag is a piece of html or js code that's placed on a webpage to track visitor activity for reporting and attribution purposes trade area dataset with sources tied to specific geographic areas u universal tag a single javascript pixel placed in a shared code section, to automate the collection of data across every page of the site a universal tag doesn't replace current pixels or static tags, it's additional functionality that increases mapping unknown gender used in health audiences, unknown means a patient's gender wasn't captured v vast tag (video ad serving template) a standardized code (xml) that acts as a universal language between an ad server and a video player, telling the player what video ad to play, how to play it (skippable, length, etc ), where to find the media file, and how to track performance (impressions, clicks) across different devices and platforms, enabling seamless video advertising vast tag url a vast (video ad serving template) tag url is a link that initiates the video ad serving process this url tells the video player where to find the ad, what format it is, how long it is, and what actions to track (like views or clicks) w watch folder dataset type for uploading files using an sftp process