Our Terminology

Good-Loop Advert Products

See also the AdTech Jargon Glossary

We mostly deliver standard advert formats, like pre-roll vpaid. However we also have a couple of Good-Loop specific products.

• Video Player Page (the player). A destination page that shows a video ad. https://demo.good-loop.com

• Impact Hub: a micro-site that shows the impact from an advert(s), and the number of people who saw it. This was previously known as Campaign Page but renamed as it can go beyond single campaigns.

• Do-Good Wrapper (the wrapper). A banner advert, which links through to the brand's landing page -- but with a special Good-Loop wrapper, that adds a donate-to-charity widget to the top of the page. It's a banner ad - but one that does good and leaves viewers feeling good. Sold on a CPC basis.

• Splash Video: The looped ~5 second 9x16 video that is seen on a Snapchat advert (or in your feed on Facebook, or...). We make this (adding the charity logo overlay) - but the core of it is a short video provided by the advertiser.

  • Splash Banner: The same but a static image instead of a short video.

• Social Post-Engagement-Page : A reference to 'that thing that you see after swiping up on an Instagram advert'.

  • Normally we'll set a page we host ourselves - which just loads a screen-filling adunit - as the campaign's landing page in the Instagram/Facebook/etc ad portal.
  • Here's an example of such a page. This will be optimised for portrait viewing and should be opened on mobile, or in mobile-simulation mode on a desktop browser.
  • The Good-Loop adunit can currently fill most needs on its own, without needing to be embedded in a custom page.
  • The video can be removed by adding param gl.novideo=true to the landing page URL.
  • If the ordering of elements is wrong, it can be changed using the dynamic layout engine - ask Dan A. or RM for assistance setting this up.
  • Everything else - colours, fonts, sizing etc - can be accomplished with CSS.

Good-Loop Process Terminology

These are pretty clear when expanded - but we also use the acronyms.

• Response-to-Brief (RTB) The proposal we send a client after they send us a brief. Note: elsewhere in adtech RTB means realtime bidding.
• Post Campaign Analysis (PCA) The report we send a client after the campaign.

Good-Loop Advert Taxonomy

These are the dimensions and standard values for describing an adunit in-part or as a whole. These terms are used in advert setup and in reporting. See also the page on Good-Loop Terminology.

1. delivery mechanism i.e. how does the adunit get onto the page?

• Values:
  • vpaid
  • ourpage (as.good-loop.com or CPC wrapper)
  • app (e.g. SnapChat)
  • direct
  • iframe (a non-expanding banner, e.g. an mpu2)
  • safeframe

2. size:

• Standard banner sizes:
  • mpu (300x250)
  • Double MPU mpu2 (300x600)
  • leaderboard (728x90)
  • billboard (970x250)
  • vbnr
  • stickyfooter
• Standard vpaid sizes:
  • portrait
  • square
  • landscape
• fullscreen (e.g. ourpage, or snapchat after a swipe-up)
• responsive (size unknown, take the full frame - differs from fullscreen in that it will only be part of the screen)

Size is often called "format" in the industry, but that's ambiguous -- so we use size instead. It can be unset at the buying and request stage, with the adunit working it out dynamically.

3. play behaviour:

• onload
• onvisible
• onclick
• clickthrough (i.e. no video play)
• onexpand (i.e. safeframe)
• none (i.e. the CPC banner which has no video)

4. after:

• vanish (e.g. pre-roll - the advert will cleanup and vanish once its finished)
• persist (e.g. in-read, the thank-you page will linger)

5. videoaspect:

• 16:9 (landscape)
• 1:1 (square)
• 9:16 (portrait)
• plus custom ratios, as "a:b"
  We record these as keyword strings. The unit can turn them into numbers.

6. style (99.9% applies to banners only):

• default
• countdown
• etc etc

How does it look & feel? Can also cover e.g. "banner shows a video thumbnail", "use logo A/B"
We expect to define explore and discard lots of these.
We also have the custom css. We'd define a style type if (a) css isn't enough and it has to hook into custom code, or (b) we want to report on A/B variants.

7. cta:

• none
• track
• email
• social
• adlink
• appinstall
• custom

We can't enumerate all of these, but it's useful to list common ones for reporting. Let's also have a custom html field, separate from this, which can define actual html (so a cta can have e.g. custom wording).

Using this...

A standard pre-roll would be: delivery:vpaid size:landscape play:onvisible videoaspect:16:9 style:default cta:none after:vanish

A blogger direct tag might be: delivery:direct size:mpu play:onexpand style:default after:persist

The CPC banner has the pre-click banner -- which might be an image in AdSense, or e.g.

delivery:banner size:mpu play:none cta:adlink

The CPC banner post-click has

delivery:ourpage size:fullscreen play:none cta:adlink -- where play:none is the key difference from the as.good-loop.com adplayer.

SnapChat post-swipe-up is

delivery:app size:fullscreen play:onload style:snap

Canonical Terminology for Logging Good-Loop Events

These are the events logged by adserving, which you can access in the portal dashboard.

• trk.pxl | A user has visited a site on which the G-L pixel lives, and now the pixel allows G-L to track if that user interacts with the ad-unit, re-visits the site(s), and/or visits the Advertiser's click-through page. NB: logged in the dataspace trk, not the usual gl one.
• req | The adunit is requested by a call to unit.js. This can be confirmed against our nginx logs. Unlike other events, this event is recorded by the adserver backend calling lg.good-loop.com (so IP and user-agent may be different).
• reqfail | A request was made to the server, but failed at that stage.
• error | An error occurred when viewing the ad. Dev-Ops can see an example in the json for details. Some errors are handled gracefully.
• warning | Like error, but less bad.
• render | The advert has displayed itself within the page. This does not mean it is viewable.
• visible | The adunit is viewable (it's 50% on screen for at least a second). Because of the 1 second delay, it is possible for ads to complete via click-through before this event fires.
• mouseover | The user has moved their mouse over the ad -- typically a hover indicating attention.
• clicktolandingpage | Only used on the click-through-to-our-landing-page-video-player variant. Click through to our video-player landing-page.
• req2 | With click-through-to-video-landing-page, this is the second request to the server (the one for our video-landing-page).
• reqfail2 | The req2 request failed.
• render2 | The render for our video-landing-page. Typically the sequence here is: req -> render -> clicktolandingpage -> req2 -> render2.
• visible2 | Visible for our video-landing-page.
• open | The video play is opened (e.g. the user clicked to open the lightbox), and hopefully the ad should start playing. An example sequence of events might be: open -> autoplayfail -> clicktoplay -> startvideo.
• autoplayfail | ...We tried to auto-play the video. It didn't play.
• clicktoplay | The user clicked on a manual play button (e.g. after an autoplayfail).
• autoplay | Auto-play worked :)
• startvideo | The video starts playing.
• tryexpand | A SafeFrame wrapped adunit tries to expand to show the lightbox.
• sfexpanded | A SafeFrame wrapped adunit successfully expanded :) Failures are logged under error.
• pick | The user has picked a charity.
• minview | The user has watched long enough to count as a completed view - the advertiser is charged and a donation will be made to charity.
• donation | A donation event. Called when the user has picked a charity provided the video view is complete (i.e. after 14 seconds), or the user clicks-through to the advertiser.
• click | A click through to the advertiser. See logClick in the unit code.
• clickother | A click through but not too the advertiser (e.g. to the find-out-more link).
• endvideo | Hurrah: the video played to the end.
• close | The lightbox was closed OR the browser page/tab was closed.
• install | To be logged (by the advertiser) if the user installs an app from the advert.
• consent-requested | The user was asked about profile tracking.
• consent-yes | The user said yes to profile tracking.
• consent-no | The user said no to profile tracking.
• spend | A budget spend event (e.g. a minview or click). The count of these is the number of events, and NOT the £ amount. NB: Spend events are now logged to both the DataLog "money" and "gl" dataspaces.
• average_view_seconds | Use with caution!
• adok | There is no adblocker present.
• adblock | There is an adblocker present (or rather: an ad-like request failed; this can also be caused by a bad internet connection).
• spendadjust | Created by BatchAllocateOrphanSpendEvents to fill in donation info for ad views that reached a donation but didn't allocate it to a charity.
• campaignend | TODO The campaign has ended - what was the total donation?

NB: the event names are designed to be good for grep and ES. Lower case, no spacing or punctuation.