Glossary: Campaign Builder

Terms

Definition

AmpPlus

The managed service offering within the Avid PubSuite platform, enabling publishers to add guaranteed, multi-channel amplification to media plans. Campaigns are executed by the AmpPlus team, removing the risk associated with self-managed rate population and delivery.

AmpPlus Custom Audiences

Avid’s proprietary aggregation of audience segments, creating bespoke target groups based on demonstrated interests and behaviours for precise campaign targeting. Designed to balance reach and performance.

2nd Party Data

Audience data obtained directly from a trusted partner organisation (e.g. Eyeota, Flybuys), where the partner is the original data collector.

3rd Party Data

Audience data purchased from external data aggregators who were not the original collectors. This includes data accessible via Eyeota that has been sourced from other providers.

Provider

The data partner supplying a given audience segment.

Unique Audiences

The count of deduplicated users within a given audience segment. This metric is available for PubSuite Custom Audiences but is not applicable to 2nd or 3rd party data, which are aggregated by device, and Native channel which is based on expected available impressions, and therefore cannot guarantee unique user counts in both scenarios.

Advertiser Discount (%)

The percentage discount applied to an advertiser's campaign when Net pricing is selected.

Advertiser Discount ($)

The dollar amount discounted from the campaign total, calculated by applying the advertiser's discount rate under Net pricing.

Amplification Investment (%)

The proportion of the total campaign budget allocated to amplification, expressed as a percentage of the overall spend.

Amplification Investment ($)

The dollar value of the campaign budget dedicated to amplification, separate from product costs.

Audience Targeting

The demographic, geographic, and segment-based criteria applied to a campaign to reach a defined group of users.

Campaign Spend Discount (%)

The discount percentage applied to a campaign based on the total campaign spend amount.

Campaign Spend Discount ($)

The dollar value discount applied to a campaign in accordance with total spend thresholds.

Expected Article Views

The projected total number of times an article or content page will be viewed over the course of the campaign. Reported using Google Analytics tracking methodology, or the publisher's preferred tracking provider.

Expected Clicks to Client

The projected volume of clicks driven from primary and/or supplementary content to the client's destination page.

Expected Impressions

The projected total number of times campaign content (e.g. an ad, post, video, or article) will be displayed to users, regardless of interaction.
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Note: Impressions measure how often content is displayed, while Reach measures the number of unique users who see it. Impressions may exceed Reach when content is served multiple times to the same user (e.g. via display advertising).

Expected Reach

The projected number of unique individuals who will be exposed to the campaign content.
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Note: Impressions measure how often content is displayed, while Reach measures the number of unique users who see it. Impressions may exceed Reach when content is served multiple times to the same user (e.g. via display advertising).

Expected Video Plays

The projected total number of times a video asset will begin playing, counted once per impression and excluding replays.
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Note: A video play is recorded whether playback is initiated automatically or by a user clicking to play.

Gross Cost

The total campaign cost after the campaign spend discount and any applicable platform or service fees have been applied.

Guaranteed Article Views

The guaranteed total number of times an article or content page is viewed. This is reported based on Google Analytics' tracking methodology OR via Publisher Organisation's preferred tracking provider

Guaranteed Clicks to Client

The guaranteed volume of clicks that will be driven to the client's destination page from primary and/or supplementary content.

Guaranteed Impressions

The guaranteed total number of times campaign content (such as an ad, post, video, or article) will be displayed to users, regardless of whether it is clicked or interacted with.
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Note: Impressions track how often content is viewed, while Reach measures the number of unique viewers. Impressions can exceed Reach if the content is shown multiple times to the same users (such as via display ads)

Guaranteed Video Plays

The guaranteed total number of times that a video will start to play. This is counted for each impression of a video, and excludes replays.
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Note: Video plays can occur either when a video starts to play automatically or because someone clicked to play the video.

Media Discount

The reduction applied to the standard rate card price of a media inventory line item.

Net Cost

The campaign cost after the advertiser discount has been applied to the Gross Cost.

Net Total Campaign Value

The total market value of the campaign prior to the application of any discounts. Calculated as Net Cost plus all applied discounts (campaign spend, advertiser, and bundle discounts). Determined and provided at the discretion of the publisher.

Rate Card Value

The standard market rate assigned to a line item, as listed on the publisher's rate card.

Supplementary Content

Supporting content purchased alongside primary content (e.g. social posts) that either drives traffic to the primary content or stands alone to build engagement and brand awareness. All traffic drivers are classified as supplementary content, though not all supplementary content is required to drive traffic.

Total Campaign Discounts (%)

The total percentage reduction applied to the campaign cost, combining all applicable discounts: campaign spend, bundle, and/or advertiser discounts.

Total Campaign Discounts ($)

The total dollar value reduction applied to the campaign cost, combining all applicable discounts: campaign spend, bundle, and/or advertiser discounts.

Phase

A structured segment of a campaign, typically defined by time period, objective, or theme. Phases allow campaign deliverables to be grouped, scheduled, and tracked in a logical and organised manner.

Deliverables

The specific performance commitments (e.g impressions, article views, video plays) associated with the book media content.

Cost Per Deliverables

The cost assigned to the performance outcome of a specific content asset, typically expressed using a media pricing metric such as CPM, CPAV, or CPC.

CPM (Cost Per Mille)

The cost to serve 1,000 impressions of a content or ad unit. Commonly used to measure and price campaigns focused on awareness and reach.

CPAV (Cost Per Article View)

The cost to deliver a single view of the article or content page.

CPC (Cost Per Click)

The cost incurred each time a user clicks on an ad or content piece.

CPVP (Cost Per Video Play)

The cost to deliver a video to a user and that video starts to play. This may include auto-plays depending on platform default configuration.

Bundle

A grouped set of products offered toegther, typically at a discounted price.

Unallocated Budget

The portion of the campaign budget that has not yet been assigned to a specific phase, product, or amplification activity.

Additional Audience Targeting

Addititional filters applied to amplification to enhance the audience targeting precision using parameters such as behavioural signals, interests, device type, or persona segments.

Phase Duration

The defined period over which a campaign phase will run (e.g. two weeks, one month).

Audience Targeting Spend

The portion of the campaign budget allocated specifically to reaching defined audience segments through amplification channels.

Audience Segment

A defined group of users within the broader addressable market, characterised by shared behaviours, demographics, interests, or needs.
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Segments are combined to make up an audience.

Predictive Audiences

AI-generated audience targeting built using behaviour modelling and machine learning to identify users who are most likely to engage with or convert from a campaign, based on relevancy.

Campaign Amplification

The use of paid media distribution or content promotion to extend the reach, visibility, and impact of a campaign beyond organic delivery (e.g. paid social boosts, native distribution, content partnerships).

Demographic Targeting

Targeting based on user attributes such as age and gender.

Geographical Targeting

Location-based targeting applied at the country, city, or regional level.

Audience Targeting Channels

The distribution channels used to reach a defined audience (e.g., Facebook, Native Ads, Social Display).

Content Label

A tag used to identify a product in the media plan

Primary Content

The main content piece that is purchased with (usually) the highest production requirements, such as a written article or video. Primary content represents the key deliverable for achieving the campaign's objectives and is of greatest importance to the client.

Supplementary Content

Supporting content that complements and is purchased with the primary content, such as social posts. These pieces can either drive traffic to the primary content or stand alone to boost engagement and awareness of the campaign message. All traffic drivers are supplementary content, but not all supplementary content has to drive traffic.

Content Scores

Performance ratings assigned to content to be amplified that indicates how well a piece of content is expected to perform. Scores directly influence the deliverable guarantee: lower-scoring content requires greater media investment to achieve the same outcomes, resulting in a higher cost per deliverable. The AmpPlus team uses these scores to set delivery commitments and ensure guarantees are aligned with expected content performance.