HayloARC Glossary

A calculated metric expressed as a percentage, calculated by dividing the Spend-To-DateSpend-To-Date The cumulative amount of budget utilized from the Start Date up to the present moment. by the Total BudgetTotal Budget The absolute monetary cap allocated for the campaign's entire lifecycle. This figure represents the maximum amount the DSP is authorized to spend across all associated line items within that campaign combined..

A high-quality engagement metric where the ad is fully visible, played halfway, and had audio active.

The tracking and measurementMeasurement Used to measure ad viewability. of ad viewability conducted directly by the DSP’s native tracking pixels. This measurement provides an internal performance baseline without the need for external third-party verification vendors.

Optimization focuses on maximizing specific user behaviors (e.g., registration, download).

The percentage of impressions that led to an action.

Total count of completed conversions (e.g., a registration or download).

The campaign is live, within its flight dates, and eligible to bid on inventory.

The real amount of budgetBudget Provides the total spend ceiling as provided by you to the DSP campaign data  — essential to understand pacing and prevent overdelivery. consumed by the line itemLine Item The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacing, and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs. on a given day.

The specific name assigned to an individual advertisement.

The foundational technological infrastructure responsible for storing and delivering digital ad assets to a user’s browser or application in real-time. It also serves as the central hub for tracking impressions, clicksClicks Retargeting Type Serves ads exclusively to users who have actively clicked on a previous advertisement.   Custom Report Builder (Engagement & Conversions) The number of times users interacted with the ad via a click., and engagement data required for transparent performance reporting.

The unique identifier for a mobile application in the app store.

A delivery setting that instructs the DSP to bid on every eligible impressionImpression(s) New Campaign (Campaign Screen), Measurement, Delivery Metric: An instance of an ad being fetched from its source and displayed on a user's screen.   Retargeting Type: An audience targeting strategy that serves subsequent ads to users who have previously been exposed to a specific ad campaign, regardless of whether they interacted with it. immediately until the budgetBudget Provides the total spend ceiling as provided by you to the DSP campaign data  — essential to understand pacing and prevent overdelivery. is exhausted.

The unique ID and label for a specific group of targeted users

A sound-based advertising format engineered specifically for auditory consumption across digital radio, podcasts, and streaming music ecosystems.

This event occurs when a user silenced or enabled sound

A dynamic strategy that automatically adjusts daily caps based on remaining flight time and the total goal. If a line itemLine Item The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacing, and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs. under-delivers, the system increases the allowance for subsequent days to ensure the full budgetBudget Provides the total spend ceiling as provided by you to the DSP campaign data  — essential to understand pacing and prevent overdelivery. is utilized without requiring manual updates.

Average click-through-rateRate The lowest acceptable viewability rate that meets campaign requirements., percentage of people who clicked the ad after being exposed to it. Shown as a percentage, calculated by dividing clicksClicks Retargeting Type Serves ads exclusively to users who have actively clicked on a previous advertisement.   Custom Report Builder (Engagement & Conversions) The number of times users interacted with the ad via a click. and impressions.

MeasurementMeasurement Used to measure ad viewability.:

A high-intent measurement of the percentage of impressions where the ad was both visible and audible upon completion. This metric also serves as a quality filter to ensure the ad was delivered to a human user.

Custom Report Builder (Video Quality):

The metric for a video that was both seen and heard through its entire duration.

The maximum value allowed for any bid price for your line itemLine Item The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacing, and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs.. 

The strategic method used to select your auction type.

A bidding strategy where the DSP automatically adjusts bids in real-time based on the likelihood of a user achieving the campaign’s primary goalPrimary Goal The main Key Performance Indicator (KPI) that the DSP’s bidding algorithm optimizes toward. The system prioritizes buying inventory predicted to increase actions specifically for your chosen goal type.. This ensures budgetBudget Provides the total spend ceiling as provided by you to the DSP campaign data  — essential to understand pacing and prevent overdelivery. is allocated toward the impressions most likely to result in a click or conversion.

A fixed bid strategy where the DSP submits the exact same bid price for every impressionImpression(s) New Campaign (Campaign Screen), Measurement, Delivery Metric: An instance of an ad being fetched from its source and displayed on a user's screen.   Retargeting Type: An audience targeting strategy that serves subsequent ads to users who have previously been exposed to a specific ad campaign, regardless of whether they interacted with it., regardless of the inventory’s estimated value or historical performance.

The difference between the maximum bid and the actual clearing price.

The service fee applied based on the efficiency of the bidding algorithm.

An algorithmic feature used primarily in First Price Auctions to save budgetBudget Provides the total spend ceiling as provided by you to the DSP campaign data  — essential to understand pacing and prevent overdelivery.. The DSP analyzes historical data to calculate the optimal bid price needed to win the impressionImpression(s) New Campaign (Campaign Screen), Measurement, Delivery Metric: An instance of an ad being fetched from its source and displayed on a user's screen.   Retargeting Type: An audience targeting strategy that serves subsequent ads to users who have previously been exposed to a specific ad campaign, regardless of whether they interacted with it. while paying the lowest possible amount.

Real-time blocking and post-bid solutions designed to protect your campaign against invalid traffic, such as bots and ad fraud. It also ensures your ads are never served alongside non-brandBrand The name of the brand name of the drug being advertised. safe content.

The name of the brandBrand The name of the brand name of the drug being advertised. name of the drug being advertised.

Pre-bid targeting controls designed to shield an advertiser’s reputation by preventing ads from appearing adjacent to harmful or controversial content. HayloARC supports integrations with leading verification services like Comscore, DoubleVerify, IAS, and Peer39 for this purpose.

Provides the total spend ceiling as provided by you to the DSP campaign data  — essential to understand pacingPacing The rate at which the DSP delivers impressions or spends budget over the duration of a campaign's flight. Proper pacing ensures a campaign remains active throughout its scheduled timeframe rather than exhausting resources too early.   and prevent overdelivery.

A delivery strategy where the system prioritizes spending a specific monetary amount according to a set schedule, regardless of fluctuations in CPM or volume. This is typically used for campaignsCampaigns The name or unique identifier assigned to the campaign. with a strict financial cap or IO limit that cannot be exceeded.

The unique system-generated identifier for a top-level advertising goal.

The user-defined label for the overall marketing initiative.

The name or unique identifier assigned to the campaign.

The estimated carbon emissionsCarbon Emissions The estimated carbon emissions from campaign delivery, provided in metric tons of CO₂ equivalent. from campaign delivery, provided in metric tons of CO₂ equivalent.

A distinct taxonomy or classification grouping used to organize data based on shared attributes like demographics or interests. These categories are utilized to construct precise targeting and brand safetyBrand Safety Pre-bid targeting controls designed to shield an advertiser's reputation by preventing ads from appearing adjacent to harmful or controversial content. HayloARC supports integrations with leading verification services like Comscore, DoubleVerify, IAS, and Peer39 for this purpose. rules within the DSP.

Optimization focuses on maximizing Click-Through RateRate The lowest acceptable viewability rate that meets campaign requirements. (CTR).

Expressed as a percentage, CTR is a metric showing how often people click an ad after seeing it, calculated by dividing clicksClicks Retargeting Type Serves ads exclusively to users who have actively clicked on a previous advertisement.   Custom Report Builder (Engagement & Conversions) The number of times users interacted with the ad via a click. by impressions.

Retargeting TypeRetargeting Type Allows the user to select the behavior by which their ads are retargeted to a viewer.

Serves ads exclusively to users who have actively clicked on a previous advertisement.

Custom Report Builder (Engagement & Conversions)

The number of times users interacted with the ad via a click.

The number and percentage of videos watched to 100% duration.

A television set equipped to stream digital video content over the internet, either inherently (Smart TVs) or via external devices such as gaming consoles and dedicated streaming sticks (e.g., Apple TV, Roku, Chromecast).

The total spend divided by the number of actionsActions Total count of completed conversions (e.g., a registration or download)..

Amount paid by the advertiser when a user clicksClicks Retargeting Type Serves ads exclusively to users who have actively clicked on a previous advertisement.   Custom Report Builder (Engagement & Conversions) The number of times users interacted with the ad via a click. on ads.

Cost per completed view (cost per one thousand views).

The unique system fingerprint for a specific ad asset (image, video, or script).

The descriptive label for the asset (e.g., “HCP_Blue_Banner_300x250”).

Any type of digital ad units that is used by the advertiser in order to draw the attention, communicate the message or convert the visitor into customer using the publisher’s traffic capacities. The creatives can take various formats.

Metrics that attribute a conversion on one device (e.g., Desktop) to an ad seen on another (e.g., Mobile).

Conversions that occurred after a user clicked the ad.

Max impressions per day.

A pacingPacing The rate at which the DSP delivers impressions or spends budget over the duration of a campaign's flight. Proper pacing ensures a campaign remains active throughout its scheduled timeframe rather than exhausting resources too early.   setting that enforces a strict cap or target for the number of impressions delivered within a 24-hour period. Once the daily goal is met, the line itemLine Item The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacing, and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs. pauses until the next day starts.

The maximum you want to spend each day. Your campaign will stop delivering once this limit is reached.

The cost of using first and/or third-party audience data.

The number of active days remaining in the campaign or line itemLine Item The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacing, and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs.’s scheduled flight before it automatically concludes.

A unique number for pre-negotiated agreements (PMPs) between HayloARC and publishers.

The descriptive label for a specific private marketplace agreement.

The category of the deal (e.g., Private Auction, Preferred Deal, or Programmatic Guaranteed).

An ad serving environmentEnvironment The digital context where the ad is served (e.g., Mobile Web, In-App, Desktop). where advertisements are delivered on websites accessed via a desktop or laptop computer’s internet browser.

The URL the viewer is led to, if they click on the live creative.

The specific hardware identifier (Mobile, Tablet, Desktop, or CTVConnected TV (CTV) (Environment Targeting Type) A television set equipped to stream digital video content over the internet, either inherently (Smart TVs) or via external devices such as gaming consoles and dedicated streaming sticks (e.g., Apple TV, Roku, Chromecast).).

Specific height and width measurements of a creative, measured in pixels.

Visual advertising formats that appear on web pages or apps, including static images (JPG, PNG) and rich media (HTML5).

Designated Market Area; representing specific US metropolitan regions for geographic targeting.

An umbrella term for ads that are displayed on any digital screen in a public space. DOOH ads are commonly found on billboards and at airports, public transit stations, waiting rooms, movie theaters, and malls.

The campaign is being built but has not yet been launched or approved.

Direct-to-Consumer audiences consisting of patients or caregivers. These segments are built using privacy-compliant, probabilistic data modeling to reach users likely interested in or affected by specific medical conditions.

Granular performance measurements for individual line items targeting patients or caregivers. This allows for audience-specific optimization to ensure consumer-facing strategies are meeting their unique KPIs.

Campaign performance trends specifically relating to Direct-to-Consumer audiences, such as patients or caregivers. These trends help visualize how effectively your messaging resonates with your target consumer base over time.

The actual average cost an advertiser pays only when a user watches a video ad in its entirety, Calculated by dividing total spend by total completed views.

The actual average cost paid for each triggered view of a video ad, calculated by dividing the total campaign spend by the total number of recorded views.

The date the campaign or line itemLine Item The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacing, and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs. is set to end.

The digital context where the ad is served (e.g., Mobile Web, In-App, Desktop).

The specific digital medium, device type, or channel chosen for ad delivery. Standard environments typically encompass desktop web, mobile web, in-app mobile, Connected TV (CTVConnected TV (CTV) (Environment Targeting Type) A television set equipped to stream digital video content over the internet, either inherently (Smart TVs) or via external devices such as gaming consoles and dedicated streaming sticks (e.g., Apple TV, Roku, Chromecast).), and Digital Out-of-Home (DOOH) screens.

An algorithm that distributes impressionImpression(s) New Campaign (Campaign Screen), Measurement, Delivery Metric: An instance of an ad being fetched from its source and displayed on a user's screen.   Retargeting Type: An audience targeting strategy that serves subsequent ads to users who have previously been exposed to a specific ad campaign, regardless of whether they interacted with it. delivery uniformly across the campaign flight to prevent “spiking” during low-cost periods. This ensures consistent visibility to HCPs throughout the day.

The user’s last name/surname.

A bidding model where the winner of the auction pays the exact amount they bid. In this environmentEnvironment The digital context where the ad is served (e.g., Mobile Web, In-App, Desktop)., bid shadingBid Shading An algorithmic feature used primarily in First Price Auctions to save budget. The DSP analyzes historical data to calculate the optimal bid price needed to win the impression while paying the lowest possible amount. is essential to prevent overpaying for impressions.

The style of the ad, such as Display, Native, Video, or Audio.

A limit configured to restrict the maximum number of times an individual user is exposed to a specific ad within a defined time window. In HayloARC, this is capped at a maximum of 10 to maintain user empathy and prevent ad fatigue.

The overarching system function or setting within the DSP that enables advertisers to establish maximum ad exposure rules per user over a designated timeframe.

The strategic delivery of ad impressions to specific geographic boundaries.

The user’s first name.

This bidding strategy dynamically adjusts bids in real-time to optimize ad spend toward users most likely to watch a video ad in its entirety.

A premium viewability baseline requiring 100% of a display ad’s pixels to be in view for at least one second. For video, it requires 100% of pixels to be in view for at least half of the video’s total duration.

A strict performance constraint that prioritizes achieving a specific metric over maximizing total budgetTotal Budget The absolute monetary cap allocated for the campaign's entire lifecycle. This figure represents the maximum amount the DSP is authorized to spend across all associated line items within that campaign combined. delivery. When applied, the system will restrict or stop bidding entirely if it cannot acquire impressions that meet or exceed your exact target threshold.

Targeting segments comprised specifically of verified Healthcare Professionals, such as physicians or nurses. These segments are built using deterministic NPI data to ensure ads are served only to specialists relevant to your therapeutic area.

Standardized industry codes used to classify the content and context of the site or app.

The unique system-generated identifier for the audience.

A delivery strategy where the system prioritizes delivering a specific quantity of impressions evenly over a set schedule. This ensures the target audience receives the intended exposure regardless of varying bid costs, making it critical for campaignsCampaigns The name or unique identifier assigned to the campaign. with guaranteed reach goals.

The maximum amount of impressions you would like your campaign to hit.

New Campaign (Campaign Screen), MeasurementMeasurement Used to measure ad viewability., Delivery Metric:

An instance of an ad being fetched from its source and displayed on a user’s screen.

Retargeting TypeRetargeting Type Allows the user to select the behavior by which their ads are retargeted to a viewer.:

An audience targeting strategy that serves subsequent ads to users who have previously been exposed to a specific ad campaign, regardless of whether they interacted with it.

Impressions where at least 50% of the ad was visible for at least 1 second.

Impressions where at least 50% of the ad was visible for at least 1 second.

Selecting this option will include all subdomains of a blocked primary domain on the blockBlock Real-time blocking and post-bid solutions designed to protect your campaign against invalid traffic, such as bots and ad fraud. It also ensures your ads are never served alongside non-brand safe content. list.

A restrictive targeting strategy (often called a “White List”) that limits ad delivery exclusively to a specific set of pre-approved domains, apps, or channels.

Domain and app routing controls used to explicitly dictate ad delivery locations. An “InclusionInclusion A restrictive targeting strategy (often called a "White List") that limits ad delivery exclusively to a specific set of pre-approved domains, apps, or channels. List” restricts serving to a pre-approved set of publishers, while a “BlockBlock Real-time blocking and post-bid solutions designed to protect your campaign against invalid traffic, such as bots and ad fraud. It also ensures your ads are never served alongside non-brand safe content. List” permits broad delivery while excluding specific undesirable sites.

The specific exchange or SSP providing the ad space (e.g., Magnite, Rubicon).

The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacingPacing The rate at which the DSP delivers impressions or spends budget over the duration of a campaign's flight. Proper pacing ensures a campaign remains active throughout its scheduled timeframe rather than exhausting resources too early.  , and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs.

BudgetBudget Provides the total spend ceiling as provided by you to the DSP campaign data  — essential to understand pacing and prevent overdelivery. PacingPacing The rate at which the DSP delivers impressions or spends budget over the duration of a campaign's flight. Proper pacing ensures a campaign remains active throughout its scheduled timeframe rather than exhausting resources too early.   & Delivery Reports:

The unique identifier for a specific tactic within a campaign

Custom Report Builder (Campaign & Hierarchy):

The unique identifier for a specific tactic within a campaign (where targeting and budgets live).

The user-defined label for a specific tactical execution.

A count of how many line items are utilizing an inclusionInclusion A restrictive targeting strategy (often called a "White List") that limits ad delivery exclusively to a specific set of pre-approved domains, apps, or channels. or exclusion list.

An algorithmic feature that selectively targets impressions with the highest probability of a conversion or specific user action.

An algorithmic feature that selectively bids only on impressions from publishers, environments, and audiences that historically demonstrate a higher Click-Through RateRate The lowest acceptable viewability rate that meets campaign requirements. (CTR).

The target value for the average of all bid prices for this line itemLine Item The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacing, and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs..

Impressions where viewability could be successfully verified.

Used to measure ad viewability.

Pre-defined key performance indicators (KPIs)—such as conversions, cost-per-lead, or click-through rates—used to evaluate a campaign’s performance. These metrics provide the data-driven foundation for optimizing your media strategy.

Total cost for all Inventory purchased by Client for an Ad Campaign.

The fundamental classification of the creative asset being served by the line itemLine Item The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacing, and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs. (e.g., Display, Video, Audio).

An ad serving environmentEnvironment The digital context where the ad is served (e.g., Mobile Web, In-App, Desktop). where advertisements are delivered directly within a native application on a user’s smartphone or tablet (in-app advertising).

An ad serving environmentEnvironment The digital context where the ad is served (e.g., Mobile Web, In-App, Desktop). where advertisements are delivered on websites accessed via a mobile device’s internet browser.

Max impressions per month.

The industry baseline defining a viewable display ad as having at least 50% of its pixels in view for one continuous second. For video, the same pixel requirement applies but must be maintained for at least two continuous seconds.

Video completion  that meets the standards defined by the MRCMRC The industry baseline defining a viewable display ad as having at least 50% of its pixels in view for one continuous second. For video, the same pixel requirement applies but must be maintained for at least two continuous seconds..

The user-defined label for the overall marketing initiative.

A patient’s first ever prescription to a particular drug.

A metric that represents the total number of first-time prescriptions (NBRx) successfully filled by patients within a 180-day window following their exposure to an ad campaign.

Occurs when a patient’s initial prescription or refills are exhausted and they require a new prescription to continue their medication.

A programmatic buying type whereby a publisher allows any and all buyers to access their inventory and does not require the publisher to have a direct relationship with the buyer. This is the most expansive auction type.

Pre-defined the specific key performance indicators (KPIs)—such as conversions, cost-per-lead, or click-through rates—that will be used to evaluate the campaign’s success.

The rateRate The lowest acceptable viewability rate that meets campaign requirements. at which the DSP delivers impressions or spends budgetBudget Provides the total spend ceiling as provided by you to the DSP campaign data  — essential to understand pacing and prevent overdelivery. over the duration of a campaign’s flight. Proper pacingPacing The rate at which the DSP delivers impressions or spends budget over the duration of a campaign's flight. Proper pacing ensures a campaign remains active throughout its scheduled timeframe rather than exhausting resources too early.   ensures a campaign remains active throughout its scheduled timeframe rather than exhausting resources too early.

A percentage indicating how much of the budgetBudget Provides the total spend ceiling as provided by you to the DSP campaign data  — essential to understand pacing and prevent overdelivery. has been spent relative to where the line itemLine Item The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacing, and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs. should be at this point in its schedule.

A percentage indicating how many impressions have been delivered relative to the target impressionImpression(s) New Campaign (Campaign Screen), Measurement, Delivery Metric: An instance of an ad being fetched from its source and displayed on a user's screen.   Retargeting Type: An audience targeting strategy that serves subsequent ads to users who have previously been exposed to a specific ad campaign, regardless of whether they interacted with it. goal for this point in the campaign’s timeline.

A mathematical modifier used to accelerate budgetBudget Provides the total spend ceiling as provided by you to the DSP campaign data  — essential to understand pacing and prevent overdelivery. consumption early in a campaign or line itemLine Item The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacing, and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs.’s flight. It dynamically recalculates the daily spend target by multiplying the standard even-pacingPacing The rate at which the DSP delivers impressions or spends budget over the duration of a campaign's flight. Proper pacing ensures a campaign remains active throughout its scheduled timeframe rather than exhausting resources too early.   formula by this factor to effectively front-load delivery.

This event occurs when a user interacts with the playback controls.

The campaign has been stopped and is not bidding.

The unique code snippet and label used to track user actionsActions Total count of completed conversions (e.g., a registration or download). with a live ad.

This identifier acts as the mapping mechanism that ensures the correct creative asset is served to the exact inventory space purchased during the bidding process.

The target number of ad impressions the DSP algorithm aims to win and deliver each day to ensure the line itemLine Item The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacing, and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs. hits its overall impressionImpression(s) New Campaign (Campaign Screen), Measurement, Delivery Metric: An instance of an ad being fetched from its source and displayed on a user's screen.   Retargeting Type: An audience targeting strategy that serves subsequent ads to users who have previously been exposed to a specific ad campaign, regardless of whether they interacted with it. goal on schedule.

The target amount of budgetBudget Provides the total spend ceiling as provided by you to the DSP campaign data  — essential to understand pacing and prevent overdelivery. the DSP algorithm aims to spend each day to ensure the line itemLine Item The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacing, and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs. paces evenly and delivers fully by the end of its scheduled flight.

The percentage base fee charged by Haymarket for the use of Platform and Services.

The main Key Performance Indicator (KPI) that the DSP’s bidding algorithm optimizes toward. The system prioritizes buying inventory predicted to increase actionsActions Total count of completed conversions (e.g., a registration or download). specifically for your chosen goal type.

An exclusive, invite-only auction. Through PMP deals, premium publishers utilize unique “Deal IDs” to offer highly transparent, brandBrand The name of the brand name of the drug being advertised.-safe ad inventory directly to a curated list of approved advertisers.

A forecast of the final number of impressions the line itemLine Item The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacing, and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs. is expected to deliver by the end of its flight, assuming current delivery trends and win-rates remain constant.

Milestones tracking how far into a video a user watched before dropping off.

The lowest acceptable viewability rateRate The lowest acceptable viewability rate that meets campaign requirements. that meets campaign requirements.

A field in HayloARC is an alpha numeric field where clients can enter in their internal identifier for their PLD Reports.

Allows the user to select the behavior by which their ads are retargeted to a viewer.

New Campaign (Line Items Screen):

A lower-funnel segment consisting of users who have previously engaged with a brandBrand The name of the brand name of the drug being advertised.’s digital touchpoints, such as visiting a website. This allows advertisers to serve follow-up messaging specifically designed to drive final conversions.

Audiences Screen:

Targeting your ads to reach people who have already expressed interest in your brand, e.g., by visiting your website or making a purchase.

The chosen role for a user of HayloARC. The role determines what admin privileges a user has on the platform.

A traditional bidding model where the winner of the auction pays one cent more than the second-highest bid, rather than their full bid amount.

A constraint or “guardrail” metric used to maintain campaign quality. While the algorithm optimizes for the Primary GoalPrimary Goal The main Key Performance Indicator (KPI) that the DSP’s bidding algorithm optimizes toward. The system prioritizes buying inventory predicted to increase actions specifically for your chosen goal type., it simultaneously ensures that this secondary metric stays above your defined performance threshold.

The measure of how much data a digital file contains and the amount of storage space it occupies (e.g., kb, mb, gb).

Expressed as a percentage, spend vs planSpend vs Plan Expressed as a percentage, spend vs plan is a calculation that compares total planned campaign budget against how much money has been spent on the campaign so far. This will help you gauge how the campaign is pacing and overall pacing health. is a calculation that compares total planned campaign budgetBudget Provides the total spend ceiling as provided by you to the DSP campaign data  — essential to understand pacing and prevent overdelivery. against how much money has been spent on the campaign so far. This will help you gauge how the campaign is pacingPacing The rate at which the DSP delivers impressions or spends budget over the duration of a campaign's flight. Proper pacing ensures a campaign remains active throughout its scheduled timeframe rather than exhausting resources too early.   and overall pacing health.

The cumulative amount of budgetBudget Provides the total spend ceiling as provided by you to the DSP campaign data  — essential to understand pacing and prevent overdelivery. utilized from the Start DateStart Date The date the campaign or line item is set to begin. up to the present moment.

The date the campaign or line itemLine Item The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacing, and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs. is set to begin.

The timespan during which your line itemLine Item The foundational execution tier within a campaign hierarchy where specific targeting tactics, pacing, and optimization settings are defined. Operating beneath the campaign level, line items provide the granular control necessary to execute audience-specific strategies and achieve targeted KPIs. will be running.

The current operational state of the campaign, which dictates its ability to bid and spend.

The absolute monetary cap allocated for the campaign’s entire lifecycle. This figure represents the maximum amount the DSP is authorized to spend across all associated line items within that campaign combined.

The absolute monetary cap allocated for the campaign’s entire lifecycle. This figure represents the maximum amount the DSP is authorized to spend across all associated line items in that campaign, combined.

The total estimated carbon emissionsCarbon Emissions The estimated carbon emissions from campaign delivery, provided in metric tons of CO₂ equivalent. from campaign delivery, provided in metric tons of CO₂ equivalent.

Total number of times ads have been shown.

Count of all prescriptions, calculated by adding NBRx and NRx.

Defines if the list is applied in a web or app environmentEnvironment The digital context where the ad is served (e.g., Mobile Web, In-App, Desktop)..

Cost per one thousand video impressions served.

Advertising content delivered in a moving visual format, typically appearing before (pre-roll), during (mid-roll), or after (post-roll) streaming content.

Optimization focuses on purchasing inventory where the ad is most likely to be seen by the user.

Optimization focuses on purchasing inventory where the ad is most likely to be seen by the user.

Conversions that occurred after a user saw the ad but did not click.

Max impressions per week.

The percentage of auctions won out of the total bids submitted.