Ad-related Glossary from Criteo

Audience	An audience is the group of people or users who visit a specific website or who are reached by a specific ad campaign.
Ave. Cart: Average Cart	The average value of a user's cart who visited the site by clicking on a Criteo ad.
Bidding algorithms	To purchase inventory most efficiently, we use bidding algorithms to calculate the anticipated gain on an ad using mathematical formulas and sophisticated probability computations - all within a specified time constraint.
Com. Win %: Competition Win %	The percentage of displays an advertiser wins in automated bidding against all other advertisers using Criteo.
Conv. Rate PV: Conversion Rate Post View	The percentage of users who make a purchase on the advertiser website after viewing a Criteo banner. Conv rate PC = Purchases / Clicks
Conversion Rate	Conversion Rate is the percentage of people who clicked on an ad and completed the desired action.
Cookies	Piece of data stored on a user’s web browser. When a user visits a Criteo advertiser’s website, we place a cookie in the user's browser to collect information about the user (for example, which products they looked at). Cookies enable us to recognize our users and serve them a personalized ad.
COS: Cost Of Sales	The effective ROI from Criteo campaigns measured by dividing the Revenue generated Post Click by the Cost of the campaign: COS = Revenue / Sales PC
CPA: Cost Per Acquisition	The amount an advertiser spends for a user's action, i.e. a purchase, a form submission, etc.
CPC: Cost Per Click	The cost to an advertiser per click generated from Criteo ads.
CPM: Cost per Thousand Impressions	Cost per thousand impression (Cost Per Mille). Criteo pays publisher partners by a CPM basis: for every thousand impressions delivered on the partner’s website. (Revenue/Impressions) x 1000.
CPO: Cost Per Order	The cost to an advertiser per sale: total expenditure / number of sales.
CTR: Click Through Rate	The percentage of users who click on an ad after seeing it. CTR is calculated using the formula: Clicks/Impressions.
Dynamic ads	An ad dynamically and personally created for the user viewing it, in order to create additional engagement and (ultimately) sales.
eCPM	The predicted price that Criteo uses to effectively bid on inventory to gain access to the best users per advertiser. eCPM is calculated using the formula: eCPM = predictiveCTR x CPC x 1000
Exposed Users	The number of users Criteo is able to show dynamic ads to.
Dynamic Ads for Facebook/Instagram	Dynamic Ads for Facebook & Instagram powered by Criteo extend the full capabilities of Criteo Dynamic Retargeting across Facebook and Instagram. Boost your campaign performance, and increase sales conversion across Facebook and Instagram by extending Criteo Dynamic Retargeting's unique capabilities to power Facebook Dynamic Ads across desktop and mobile.
Impression	Each time an ad is displayed on a publisher’s website.
Impression Win Rate	When an advertiser implements Criteo OneTag on their site, the user can be tagged for tracking. The impression win rate measures the number of impressions won over the number of impressions bid.
Lower funnel	We use the funnel to identify user engagement and intent. Those in the lower funnel are active, engaged users who have visited the advertiser's site within the last 30 days.
Mid funnel	We use the funnel to identify user engagement and intent. Those in the mid funnel are inactive, less engaged users, who have not visited the advertiser's site for more than 30 days.
Native ads	A type of advertising that matches the form and function of the platform in which it appears - giving the user a seamless experience.
Post Click	Post-click is the most effective way to measure interaction and accountablility for sales. It means an individual has clicked on the banner, returned to a website, and executed the desired action. It enables you to determine the true value from advertising as the click leads to an action.
Post View (or View-through)	Post-view (or view-through) is when an individual is served an ad anywhere on a page, but is not required to click on it. The user may not have seen the banner but sales are still claimed.
Reach	The volume and scale of Criteo's publisher access. The bigger the reach, the faster we can serve a relevant ad to the user and drive re-engagement in the buying cycle.
Recommendation	Criteo drives incremental value and sales by displaying recommended products in banners that a user didn’t see while on the site. These recommendations are created using a correlation of all user behaviour to create intelligent product links.
ROAS: Return On Advertising Spend	This is the return on investment in advertising spend used to measure the effectiveness of online marketing campaigns. The formula measures how much gross revenue is realized for every $ spent on advertising (dollars sold / dollar spent).
Static ads	Unlike dynamic banners, the content of static banners is pre-prepared - the element you can control is the condition that defines which pre-prepared option the user sees. These ads usually have a much lower CTR and CR compared to dynamic ads.
Tagged users %	Percentage of all site visitors that have had a Criteo cookie placed into their browser and are eligible to see dynamically created ads.
Universal Match	Criteo's unique ability to serve relevant and seamless ads across multiple platforms to an individual user. For example, a user who sees a product on desktop can be shown dynamic ads for that product on their smartphone, tablet and laptop, thereby increasing user engagement and experience.