Glossary

The terms below appear on the screens, in alerts and on these pages. Each one is defined the way Stealth uses it.

Term	Meaning
Ad unit	A placement defined in Google Ad Manager where ads are served, such as a top banner on the home page. Stealth monitors each ad unit separately.
Client	A publisher whose ad units you manage. With Multiple Customer Management (MCM), each child publisher is a client. A network without partners is its own client.
MCM (Multiple Customer Management)	The Google Ad Manager program that lets a parent network manage the inventory of child publishers.
Network	A Google Ad Manager network, identified by its network code.
Format	The type of placement (Top, Side, Anchor, Player and others), taken from words in the ad unit name.
Requests	Ad requests: how many times a page or app asked Google Ad Manager for an ad. In hourly data, Stealth counts them as impressions plus unfilled impressions.
Impressions	Ads actually served.
Fill rate	Impressions divided by requests: the share of requests that received an ad.
eCPM	Revenue per thousand impressions.
Revenue per request	Revenue divided by requests. It falls when ads pay less or when fewer requests are filled.
Normal	What a number usually is at that hour or on that day: the median of the same hour or weekday in the previous weeks. On the client page it is called Expected.
Median client	The client in the middle when all eligible clients are ordered by how they did against their normal. It represents the market.
Portfolio index	How the median client did against its normal. Used to discount the market from each estimated loss.
Eligible client	A client with a normal of at least R$ 50 per day, large enough to count for the portfolio and the market.
Beyond the market	After dividing a client’s or ad unit’s change by the change of the median client.
Estimated loss	Normal revenue, adjusted by the market, minus real revenue. An estimate, not a measured value.
Incident	A drop that Stealth detected and follows until it is resolved.
Severity	How serious an incident is, from its estimated loss per day and its kind: Light, Attention or Critical.
Mandatory alert	An alert that members cannot turn off, from the severity the organization chose.
Exception	A rule that mutes alerts or changes the minimum severity for one network, client, format or ad unit.
Demand source	The channel that paid for an impression in Google Ad Manager, such as Ad Exchange or Open Bidding.
Check	One run of Stealth over your networks: every hour, or on request with Check now.
Daily summary	One email a day, at 08:00 in the organization’s time zone, with the Attention and Light alerts of the people who chose it.
Webhook	An HTTPS address in your systems that receives each alert as a signed request.

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