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A full page opened in a tab behind the user's window. No creative — the landing page is the ad. The cheapest volume available and the coldest audience. Specs and pricing →
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Ad tech glossary
Every term you need to run or sell traffic, defined in plain English — with links to the full guides when the definition is not the whole story.
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Pricing & the auction
11- CPC
- Cost per click — you pay only when someone clicks. The bid you set is the most you will pay for a click; the auction often clears lower. Best when you can measure what happens after the click. Compared with the alternatives in CPC vs CPM vs CPA.
- CPM
- Cost per mille — the price for one thousand impressions, paid whether or not anyone clicks. You are buying attention rather than actions, which suits awareness and any format where the impression itself is the product.
- CPA
- Cost per action — you pay only when a defined action happens: a sale, a signup, a deposit. The lowest-risk model for the buyer and the highest bar for the traffic, since a network only gets paid if the offer converts.
- eCPM
- Effective cost per mille — what a placement actually earned per thousand impressions, whatever pricing model produced it. It is the common currency that lets a CPC bid, a CPM bid and a CPA bid be compared in the same auction. Raising it is the publisher's whole job: see how to increase eCPM.
- First-price auction
- An auction where the winner pays their own bid rather than one cent above the runner-up. Adgora runs a first-price auction normalized to eCPM, so bids across CPC, CPM and CPA compete on the same footing. The mechanics are in how the ad auction works.
- Licytacja Bid
- The maximum you are willing to pay for a click or a thousand impressions. Distinct from budget: the bid sets your price per unit, the budget sets how many units you buy.
- Podłoga eCPM Floor eCPM
- A publisher-set minimum a bid must reach to win a zone. It protects a valuable placement from cheap fill — at the cost of unfilled impressions when nothing clears the floor.
- Budżet dzienny Daily budget
- A per-day spending cap on a campaign — a speed limit that keeps a broken landing page or mis-set bid from costing more than one day. See budgets, pacing and scaling.
- Całkowity budżet Total budget
- A lifetime spending ceiling for a campaign; zero means unlimited. A circuit breaker for anything with a real end date.
- Pacing
- How the daily budget is spent through the day. Even spreads it out so your data represents all hours; asap spends as fast as inventory allows, which suits a time-boxed push but distorts a test.
Formaty reklam
14- Display ad
- A standard image banner in a fixed slot. Adgora serves six IAB sizes. Specs and pricing →
- Native ad
- A paid unit styled to match the surrounding content — headline, thumbnail and text that read rather than shout. Specs and pricing →
- Push ad
- A short clickable message delivered to opt-in subscribers as a notification. Cheap, high attention, well suited to impulse offers. Specs and pricing →
- Push w sieci Web push
- A true browser notification sent to users who subscribed on a specific site via a service worker. Reaches people after they leave — permission-based and unaffected by cookie deprecation. Specs and pricing →
- Popunder
- A full page opened in a tab behind the user's window. No creative — the landing page is the ad. The cheapest volume available and the coldest audience. Specs and pricing →
- Interstycjalny Interstitial
- A full-screen ad at a natural break between pages. The highest eCPM of any format, and the most sensitive to timing. Specs and pricing →
- Text ad
- A headline plus a line of copy, no image — the lightest format and the cheapest way to test a message. Specs and pricing →
- Outstream video
- Video that plays inside ordinary content rather than before a clip, letting a publisher sell video without hosting any. Specs and pricing →
- VAST
- Video Ad Serving Template — the industry standard that tells a video player where the ad file is, how long it runs and what to track. Adgora serves video over VAST 2.0.
- Strefa reklamowa Ad zone
- A single placement on a publisher's site: one slot, one format, one tag. Zones are the unit publishers create, price with a floor, and report on.
- Kreatywność Creative
- The actual ad shown — the image, headline, text or video file plus its landing URL. Reviewed before it can serve.
- Banner blindness
- The learned habit of ignoring anything shaped like an ad. The reason native, teaser and interstitial formats exist.
Targetowanie
9- Geo targeting
- Restricting delivery to chosen countries. The single highest-leverage setting, because an offer that pays out in one country may be worthless in another.
- Tier 1 / 2 / 3
- An informal grouping of countries by purchasing power and traffic price. Tier 1 is expensive and competitive, tier 3 is cheap and high-volume. Neither is better — they demand different offers and margins. See traffic tiers explained.
- Contextual targeting
- Choosing placements by what the page is about — keywords and categories — rather than by who the user is. Immune to cookie deprecation, since it profiles the page instead of the person.
- Podział dnia Dayparting
- Limiting delivery to particular hours or days, for offers whose conversion rate depends on when they are seen.
- Ograniczenie częstotliwości Frequency capping
- A limit on how often one user sees the same ad. Protects budget from re-buying the same person and protects a publisher's audience from burnout.
- Whitelist / blacklist
- An explicit list of the only placements allowed to serve, or of placements barred from serving. A blacklist built from real cost-per-action data is one of the cheapest optimizations available.
- Retargeting
- Showing ads only to people who already visited your site, identified by a pixel you place there. The warmest audience you can buy, because they arrived once already. See the retargeting guide.
- Retargeting pixel
- A 1×1 image you embed on your pages. Loading it adds that visitor to an audience you can target later. Adgora issues one pixel per audience with its own key and time-to-live.
- Audience TTL
- How long a visitor stays in a retargeting audience — from 1 to 180 days on Adgora. Short windows catch active intent; long ones rebuild reach.
Tracking & attribution
9- Click ID
- A unique identifier the network assigns to one specific click, passed to your landing page as
{clickid}. It is the thread that ties a later conversion back to the click that caused it — without it there is no attribution. - Sub-ID
- A label you attach to a click to slice performance later — creative, angle, page variant. Adgora passes five,
{sub1}–{sub5}. Click ID answers "which click"; sub-IDs answer "which kind of click". See sub-IDs and tracking structure. - Macro
- A placeholder in a landing URL the tracker replaces at redirect time. Adgora supports
{clickid},{zoneid},{geo},{device}and{sub1}–{sub5}. - S2S postback
- Server-to-server conversion reporting: when an action completes, your backend calls the network's URL with the stored click ID. More reliable than a browser pixel because it does not depend on the user's browser. Setup in the postback guide.
- Konwersja Conversion
- The action you are actually paying for — a sale, signup, deposit or install. Conversions are idempotent on Adgora: the same click ID and offer will not be counted twice.
- Attribution
- Deciding which click gets credit for a conversion. On Adgora that is the click ID match, which is why passing it is non-negotiable.
- CTR
- Click-through rate — clicks divided by impressions. Measures whether a creative earns attention, not whether it earns money. A high CTR with no conversions usually means the ad promised something the page does not deliver.
- Wskaźnik konwersji Conversion rate
- Conversions divided by clicks. Where the landing page and the offer are judged.
- Landing page
- The page a click sends someone to. It has one job: continue the promise the ad made. See landing page optimization.
Traffic quality & safety
8- Invalid traffic
- Impressions or clicks that did not come from a genuine interested human — bots, accidental clicks, repeated clicks from one source. Filtered before billing rather than clawed back later. See how publishers get flagged.
- Click fraud
- Deliberately generating clicks that can never convert, to drain a budget or inflate a payout. The pattern is repetition from a narrow source — which is also why testing your own ads by clicking them looks identical to fraud.
- De-duplication
- Discarding repeat activity so it is not billed twice. Adgora de-duplicates clicks by hashed IP, creative and day, and conversions by click ID and offer.
- Bot traffic
- Automated requests that render pages and fire impressions no human ever saw. See ad fraud protection.
- Brand safety
- Controlling the context an ad appears in, so a buyer's message does not land beside content that damages it. See the brand safety guide.
- Moderacja Moderation
- The review a site or creative passes before it can serve. Keeps junk supply out of the marketplace — which is what keeps bids healthy for everyone still in it.
- Wskaźnik wypełnienia Fill rate
- The share of ad requests that returned an ad. A low fill rate usually means a floor set above what the inventory clears, or targeting too narrow for the traffic.
Money & payouts
7- Payout floor
- The minimum balance before a publisher can withdraw. Adgora's is $10, settled in TON or USDT.
- TON
- The Open Network — the blockchain Adgora settles in. Deposits and payouts move on-chain rather than through a card processor, which is why vertical restrictions and chargebacks do not apply.
- USDT
- A dollar-pegged stablecoin. The option for anyone who wants crypto rails without crypto volatility between earning and withdrawing.
- Oferta Offer
- A specific thing being advertised with a defined payout for a defined action — the unit of CPA. See the CPA marketing guide.
- Affiliate network
- A marketplace of offers from many advertisers. Adgora connects to external networks and imports their offers into the same marketplace.
- Arbitrage
- Buying traffic for less than the revenue it produces. A thin-margin business decided entirely by measurement. See the traffic arbitrage guide.
- ROI
- Return on investment — profit relative to spend. The only number that settles an argument between a good CTR and a good CPA.
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