Media & Kargo Acronyms

Ad Server

Software that delivers ads to screens.

Ad Tag

Code – Kargo has its own ad tag.

Added Value (AV)

Giving the client something for free in return for doing business with us.

Agency of Record (AOR)

A fancy name for the official media buying agency of a given client.

BTO

Branded Takeover.

COB

Close of business/by 6pm.

Conversion

User that signs up, makes a purchase, or performs another desired action in response to an ad.

CPC

Cost per click.

CPCV

Cost per completed view.

CPM

Cost per impression.

CPSV

Cost Per Site Visit.

CTA

Call To Action.

CTR

Click-through rate.

CTV

Connected TV.

DFP

Doubleclick for Publishers – used for guaranteed IO’s.

DID

Deal ID.

DM

Deal Manager.

DMA

Designated market area.

DMP

Data management platform.

DSP

Demand side platform – technologies made for the demand side that let advertisers buy digital ads.

eCPM

Net cost per impressions/average cost of impressions.

EG

Editorial Graph.

EOD

End of Day/by Midnight.

Impressions

Number of times the ad has been served.

IO

Insertion Order – contract provided by client detailing what will be running.

ISI

Important Safety Notice (Pharma).

KBR

Kargo Brand Response - added value brand study.

KM

Kargo Marketplace.

KPI

Key Performance Indicator – what the client would like to measure for the campaign based on their objectives.

MAS

Media Activation Service.

MFA

Attribution.

MTA

Multi-touch Attribution.

OKR

Objectives and Key Results.

OTT

Over The Top.

PMP

Private marketplace.

QBR

Quarterly Business Review.

R&R

Roles & Responsibilities.

RFI

Request for information.

RFP

Request for proposal/plan submitted in hopes of winning business.

RM

Rich Media – Units that go beyond our standard placements and executions.

SME

Subject Matter Expert.

SSP

Supply Side Platform – Technologies made for the sell side.