Acronyms & Terms

Ad Customizer - Users can add dynamic content directly into their ads (Search). Customizers are available for text ads and responsive search ads. You can customize any part of your ad text. For example, a line of text that says "Prices starting as low as ____!" could be filled in with the right sale price—and that's just the beginning. 

Ad Server - Ad servers are responsible for making instantaneous decisions about what ads to show on a website, then serving them. On top of that, an ad server collects and reports data (such as impressions, clicks, etc.) for advertisers to gain insights from and monitor the performance of their ads.

Ad version - The completed video version that contains completed text and inventory elements. This video is now published for ad delivery through multiple channels. There can be up to 10 Ad versions for One Template without additional charges.

Ad Version ID - A unique id associated with each search template created in the system.

Advertiser - The account directly associated with the website of an account that is tied to a client account. The advertiser contains the feature and campaign configurations associated with the advertising of the associated website

Advertiser Configuration - This is the process by which we configure the advertiser inventory intake settings. This can be accomplish with different sources for example we can grab inventory from an advertisers website or we can use external data sources.

Advertiser DBA – This is the Advertisers true doing business as name. We have isolated the field so that it can be used inside advertising creative. Many clients use custom names to enter advertisers inside our system but they a variant of the advertisers DBA. This filed allows our clients to record the accounts in our system as they wish and allow a secondary field to store the true Advertiser DBA.

Advertiser ID - Internal identification of the advertiser. This ID is usually a 4 digit number this number is used for many reference points within internal systems and should be used when referencing information to internal teams.

Auto Template - Search template format designed to manage ad group activation of vehicle presence within the inventory source. Campaign content must be managed within the Hoot Platform. There are two types of inventory sources. Directly from the account generated from scraper. Alternatively, the advertiser can utilize and external data source provided it is hosted in Http:// or Https://locations.

Client - The entity or person contracted directly with Hoot Interactive to utilize services and features of the Hoot Platform to support 1 to many advertiser accounts.

Client ID - Internal identification of the client. This ID is used for many reference points within internal systems and should be used when referencing information to internal teams.

CMS - Content Management System - Referred to when discussing the website content and structure.

Companion Video Ad - Video template format that contains actual tape footage formatted to contain dynamic placeholder information for inventory.

CTA - Call to Action - What are the engagement action an advertiser uses to gain user action. Actions that include: Call now, click here, etc.

Custom Feeds - Feature that allows users to apply filters to the default display feeds. These new custom feeds act and behave just like the default feeds and can be used alongside the defaults.

Custom Sort - A Custom sort is applied to all video ad versions to identify the inventory segmentation or priority within an ad version. There are many segments that can be applied to the sort which include model, price, vehicle type, and sale price.

Custom Text (ad version for video) - Dynamically inserted text inside a final ad version provided or defined by the agency.

Data Source - Any form, website scrape, excel sheet, etc… that Hoot gathers data from to power ad content.  

Digital Asset Ad - Video Template format that is comprised of digital assets only. The content contains no actual customer footage.

DSP - Demand Side Platform - is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface.[1] Real-time bidding for displaying online advertising takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences. Much like Paid Search, using DSPs allows users to optimize based on set Key Performance Indicators such as effective cost per click (eCPC), and effective cost per action (eCPA). 

Dynamic - When content automatically updates within ads to match with a data source.

FBMP - Facebook Marketplace - Free to use for consumers There is some advertising available sold through Facebook’s business manager called Ads for Marketplace. 

Feed Format – Is the required format required by the associated advertising channel utilizing the feed. This format outlines the required attributes and the associated text formatting required for each field.

Feed Type – Feed type is different from a feed format in that a feed type represents the “type” of inventory contained in the feed. For example, a “Price Drop” feed type contains only inventory that is identified as matching the price drop variables applied to the feed. The “format” of the feed is used to outline the attributes included in the feed.

GMB Store Code – Google My Business Store Code. This code can be found in the general info inside the advertisers Google My Business account. By default, Google does not create or generate this code. This code is generally created by the admin of the GMB account and there are no pre-defined format requirements.

Google Place ID – This is a secondary ID Google will associate with the clients GMB and Merchant center account.

GTM - Google Tag Manager - Google Tag Manager is a tag management system (TMS) that allows you to quickly and easily update measurement codes and related code fragments collectively known as tags on your website or mobile app. Once the small segment of Tag Manager code has been added to your project, you can safely and easily deploy analytics and measurement tag configurations from a web-based user interface. More Info Here

Library- Available data source our system uses to populate variables inside search templates. The most common library used is the default library we create when setting up a new client. These inventory files contain values for a default list of make, model, and trim. You can create custom data libraries that can be used within our pre-build campaign builder (Pre-build Search Templates).

Placeholder – A piece of code with an identified fixed name that represents a variable that can dynamically insert values within ad text, keywords, and/or defined process.

Responsible Users – These users are identified as the primary account user and will receive periodic alerts on the advertisers within the account. These alerts can impact the inventory and feeds associated to an advertiser so every advertiser is required to have at least one responsible user assigned.

Script Installation - The process of requesting and then installing remarketing JavaScript through the GTM container. This is an optional part of the Display product that allows ads to send an ad for specific vehicles that a viewer has looked at on the website previously, commonly known as “remarketing or retargeting”. Configuration will install these scripts for client’s on existing pixels/Tags. We do not install tags/pixels, just the scripts on them.

Template ID - A unique id associated with each search template created in the system.

Video Template - The base design a client defines for future use in supporting ad versions that represent the final consumer-focused video.