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