Glossary: p

Pacing

The desired length of a campaign (days/weeks) including any days where spend should be more or less aggressive based on key events such as media appearances, press releases, etc.

Page Engagement

The total number of actions that people took on your Facebook Page and its posts, attributed to your ads.

Page Engagement Rate

The total number of actions that people took on your Facebook Page and its posts, attributed to your ads, divided by your total ad impressions

Page Likes

The number of likes of your Facebook Page attributed to your ads.

Page Mentions

The number of mentions of your Page that are are attributed to your ads.

Page Photo Views

The number of views of photos on your Page or posts that are attributed to your ads. Photo views are counted when people click on photos to view them.

Page Post Ad (PPA)

A type of Facebook ad displayed in a user’s newsfeed.

Page Tab Views

The number of views of tabs on your Facebook Page that are attributed to your ads.

Paid Reach

Unique number of people reached with paid advertising.

Pay Per Click (PPC)

An advertising model where advertisers pay when users click on an ad.

Performance Horizon Group (PHG)

The platform used to monitor the affiliate program used for iTunes and Google Play.

Personally Identifiable Information (PII)

Digital information that can be used, on its own or together with other information, to track back actions to a specific, known individual.

Pivot Bypass

An appendage to a smartURL that will redirect users to a specific retailer or destination. A bypass of “/spotify” would direct any user who uses that link to Spotify, regardless of their preset retailer preferences.

Pixel

A piece of code provided by a company that wishes to track the end-user’s behavior and identification on a website. Pixels are frequently used to facilitate retargeting and conversion tracking.

Placement Targeting

A targeting tactic within Google to allow advertisers to target specific websites that are available within the GDN.

Post Comments

The number of comments on your ads.

Post Dwells

The number of dwells on your ads.

Post Engagement

The total number of actions that people take involving your ads.

Post Engagement Rate

The total number of actions that people take involving your ads divided by the total number of ad impressions

Post Reactions

The number of reactions on your ads. The reactions button on an ad allows people to share different reactions to its content: Like, Love, Haha, Wow, Sad or Angry.

Post Shares

The number of shares of your ads. People can share your ads or posts on their own or friends’ Timelines, in groups and on their own Pages.

Pre-Roll

A video ad type served on YouTube & partner sites prior to watching another video. Users do not have the opportunity to skip the ad. Typical length is 15-30 seconds.

Pre-Roll From Nothing

A pre-roll video created from scratch by Gupta Media’s design team.

Price Extensions

Price extensions appear below your text ad on desktop and mobile. They show as a set of up to 8 cards that people can view to see different options and prices.

Private Marketplace (PMP)

A marketplace where publishers offer their premium ad inventory to a select group of advertisers.

Product Catalog

A container for all of the products you’d like to advertise in your Facebook ads. The Catalog is powered by a Data Feed, and can either be updated manually or on a schedule. A Catalog is required to run Dynamic Product Ads and certain kinds of Collection Ads.

Product Feed/Data Feed

A file that contains the products you want to advertise on Facebook. It is made up of several columns that contain information about your products – including product IDs, pricing, an availability. A data feed is required to create a Product Catalog.

Product Review Page Views (PRPV)

Occurs when a shopper visits one of your brand’s Amazon product review pages after clicking on your Amazon ad.

Programmatic

Programmatic buying refers to any ad inventory bought automatically through real-time bidding. While traditional digital buys were bought through a sales rep for a set price and flight, programmatic buys are automated via algorithms and auctions.

Programmatic Direct

Also known as Programmatic Premium, Programmatic Guaranteed, or Automated Guaranteed. Programmatic Direct refers to the use of programmatic software to buy guaranteed ad impressions in advance from specific sites. Ads are bought at a fixed price, not through real-time bidding auctions.

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