Glossary

Term	Meaning
Advertiser	A company that buys impressions through campaigns
App key	Public identifier of a registered app (app_ + 24 characters), passed to initialize
CPM	Cost per mille: the price for 1000 impressions. One impression costs CPM / 1000
Campaign	An advertiser’s budget, bid, schedule and targeting, with one or more creatives
Creative	The image or video shown as an ad, with a destination URL
CTR	Click-through rate: clicks / impressions
Fallback	Showing the publisher’s own AdMob (or custom) ad when Qartvelo Ads cannot serve
Fill / no fill	Whether an ad request returned an ad
Fill rate	Fills / requests
Frequency cap	Maximum impressions per session, hour or day for one viewer session
Impression	One ad actually displayed; the billing event
Impression token	Signed, single-use token that authorizes the events of one ad
Kill switch	A setting that turns Qartvelo Ads serving off globally or for a publisher, app or placement
Pacing	Spreading a daily budget evenly over the day
Placement	One ad slot in an app, identified by its code and with one format
Placement code	The string your code uses for a placement, for example game_end
Publisher	A company that shows ads in its apps
Remote configuration	Placement settings delivered by /sdk/initialize and cached by the SDK
Revenue share	The publisher’s percentage of advertiser spend (70% by default)
SDK secret	Server-side credential of an app. Never embedded in apps
Session	A random, one-hour id issued at start-up; never linked to a person or device
Test mode	SDK option that serves non-billable test creatives and Google test units