Glossary
A comprehensive glossary of terms used in the Panxo platform and digital advertising industry.
A
AI Audience Segment
A group of users defined by the context of their AI assistant conversations. Panxo detects what users are asking AI tools and matches them to relevant segments for targeting.
AI Source
The AI assistant (ChatGPT, Perplexity, Gemini, Claude, Copilot) that referred a user to publisher content. Panxo can target specific AI sources.
Announcement Bar
An ad format displayed as a thin bar at the top of a webpage.
Attribution
The process of determining which ad interaction led to a conversion. Panxo uses last-click attribution by default.
Attribution Window
The time period during which a conversion can be attributed to an ad interaction. Default is 30 days for clicks, 1 day for views.
B
Bid
The maximum amount an advertiser is willing to pay for an ad impression or click.
Bid Floor
See Floor CPM.
Budget (Daily)
The maximum amount an advertiser will spend per day on a campaign.
Budget (Total)
The maximum total amount an advertiser will spend over the entire campaign duration.
C
Campaign
A set of ads with shared targeting, budget, and schedule settings.
Click-Through Rate (CTR)
The percentage of impressions that result in clicks. Calculated as: (Clicks / Impressions) x 100.
Conversion
A desired action taken by a user after interacting with an ad (e.g., sign-up, purchase, demo request).
Conversion Pixel
A small piece of code placed on a webpage to track when conversions occur.
CPM (Cost Per Mille)
Cost per 1,000 impressions. The standard pricing model for display advertising.
CPC (Cost Per Click)
Cost per click. Calculated as: Total Spend / Total Clicks.
Creative
The visual and textual content of an advertisement (images, copy, CTAs).
CTA (Call-to-Action)
The button or link that prompts users to take action (e.g., "Learn More", "Sign Up").
D
Daily Budget
See Budget (Daily).
Destination URL
The webpage users are directed to when they click an ad.
Device Targeting
Targeting users based on their device type (desktop, mobile, tablet).
DSP (Demand-Side Platform)
A platform that allows advertisers to buy digital advertising inventory programmatically.
Dynamic CPM
A pricing model where the actual CPM paid varies based on which audience segment matched the impression.
E
Effective CPM
The actual cost per 1,000 impressions after all adjustments. For segment-based pricing, this is the floor CPM of the matched segment.
F
Fill Rate
The percentage of ad requests that result in an ad being served.
Floor CPM
The minimum CPM required to compete for impressions in a specific audience segment. Advertisers must bid at or above the floor to be eligible.
Frequency
The number of times a unique user sees an ad.
Frequency Capping
Limiting the number of times a specific user sees an ad within a time period.
G
Geographic Targeting
Targeting users based on their physical location (country, region, city).
I
Impression
A single instance of an ad being displayed to a user.
Inventory
Available ad space on publisher websites.
L
Landing Page
The webpage users arrive at after clicking an ad.
M
Macro
A placeholder in a URL that is replaced with actual values at serve time (e.g., {campaign_id}).
Managed Service
Campaign management handled by the Panxo team on behalf of the advertiser.
O
OpenRTB
Open Real-Time Bidding - an industry-standard protocol for programmatic advertising auctions.
P
Pixel
See Conversion Pixel.
Publisher
A website or app that displays advertisements.
R
Reach
The total number of unique users who saw an ad.
ROAS (Return on Ad Spend)
Revenue generated divided by advertising spend. Measures campaign profitability.
RTB (Real-Time Bidding)
An auction-based system where ad impressions are bought and sold in real-time.
S
Segment
See AI Audience Segment.
Self-Serve
Campaign management done directly by the advertiser through the platform interface.
Smart Corner
An ad format displayed as a floating unit in the corner of the viewport.
Sponsor Name
The brand or company name displayed on an advertisement.
SSP (Supply-Side Platform)
A platform that helps publishers sell their advertising inventory programmatically.
Sticky Banner
An ad format that remains fixed at the bottom of the viewport as users scroll.
T
Targeting
The criteria used to determine which users see an ad (geography, device, AI source, segment).
Total Budget
See Budget (Total).
Tracking
Monitoring and measuring ad performance and user actions.
U
UTM Parameters
URL parameters used to track the source and medium of website traffic (e.g., utm_source, utm_campaign).
V
View-Through Conversion
A conversion that occurs after a user saw (but didn't click) an ad.
Viewability
Whether an ad was actually visible to a user (typically 50% of pixels in view for 1 second).
W
Win Rate
The percentage of bid requests that result in winning the impression.