• Ad: advertisement; a form of marketing communication used to promote or sell a product or service; with Blesh Ads, an ad is now a message sent to an intended audience via push notification messages.
  • Ad Blocking: technology used to stop ads from appearing on a screen; currently a $41B problem facing the advertising industry; Blesh Ads is an opt-in form of communication, thus the opposite of & negating the ill effects of ad blocking. 
  • Ad Exchange: a technology platform that facilitates the buying and selling of digital advertising inventory.
  • Ad Fraud: the deliberate practice of attempting to serve ads that have no potential to be viewed by a human user; a critical issue facing the digital marketing community today.
  • Ad Inventory: ad space that a publisher can make available for advertising; ad inventory can be categorized as premium or remnant; Blesh Ads inventory is premium and nearly unlimited via push notification messaging (only constrained by frequency).
  • Ad Placement: where an ad is displayed; with Blesh Ads this means a push notification message on an audience's mobile home-screen or lock-screen. 
  • Ad Type: Blesh Ads supports push notification text and rich media creative ads. 
  • Ad Verification: the process of ensuring the quality and relevancy of an ad; Blesh Ads usually takes a few hours to verify an ad and no longer than 24 hours.
  • Addressability: ability to target a message to a device, browser, segment, and/or individual; those segments could be matched or modeled by behavioral, demographic, and geographic factors from 1st, 2nd, or 3rd party data sets.
  • App: a mobile application in Blesh Ads terminology.
  • App Category: the categorization of mobile apps; advertisers use this to decide which app will send their message as well as for blacklisting purposes. 
  • App Installs: Blesh Ads campaign type that focuses on getting the intended audience to download a mobile app. 
  • Audience: a particular group of consumers within a pre-determined target market or categorization, identified as the targets or 'recipients' for a particular advertisement or message.



  • Beacon: low-cost piece of hardware that use battery-friendly, low-energy Bluetooth connections to transmit messages or prompts directly to a smartphone or tablet.
  • Behavioral Targeting: attempts to deliver more relevant ads based on a user’s past browsing, app usage and location history. 
  • Bid: amount an advertiser is willing to spend for a particular impression.
  • Bidding: act of placing a bid in programmatic advertising.
  • Blacklisting: removing certain publishers or advertisers which you do not wish to work with; for advertisers, your messages will not be sent by the publishers blacklisted; for publishers, you will not send any messages on behalf of blacklisted advertisers. 
  • Bluetooth: wireless technology standard for exchanging data over short distances from fixed and mobile devices.
  • Brand Safety: the protection of brands; with Blesh Ads advertisers can blacklist certain apps to ensure no message will be sent by them as well as set a frequency cap to limit the number of message a target audience can receive. 
  • Budget: monetary amount specified to be spent for each campaign. 
  • Budget Frequency: the speed in which the budget is to be used; Blesh Ads supports daily, weekly or monthly budget frequency.  


  • Campaign: an organized course of actions to promote a product or service; Blesh Ads supports mobile push notification campaigns.
  • Campaign Manager: part of the Blesh Ads Interface where advertisers regulate campaigns with editing capabilities such as changing bid, content or starting/stopping campaign. 
  • Campaign Status: indication of whether or not an advertisers campaign is running. 
  • Campaign Type: designates the goal of the campaign; Blesh Ads supports the following campaign types - Reach People Near Your BusinessGet People to Claim Your OfferGet Installs of Your AppSend People to Your WebsiteClick to Call.
  • Clicks: the number of times a user taps on an ad which redirects to an advertiser’s page.
  • Click Rate: number of clicks divided by the number of push notifications opened (interactions); this is a good indicator of campaign success, thus the the monetization of publisher app.
  • Click to Call: campaign type Blesh Ads supports with the goal of an intended audience calling a specified phone number.
  • Click Through Rate (CTR): the number of people who end up clicking on an ad after seeing it; amount of clicks divided by number of views.
  • Context: background, environment, framework, setting, or situation surrounding an event, occurrence or moment; Blesh Ads leverages location data to provide context to advertising. 
  • Contextual Relevance: the taking into consideration of an audience's environment, setting or situation in the content of an advertisement. 
  • Conversion: an intended action taken by the target audience; depends on the campaign type/objective.
  • Conversion Rate: number of times the target audience who has taken the intended action of the advertiser compared to the number of times a message was clicked by the target audience; usually the number of conversions divided by number of clicks; this is the best indicator of campaign success, thus the monetization of publisher app. 
  • Communications: advertisement; Blesh Ads has turned traditional advertising into communications with a target audience through mobile push notification messaging. 
  • Cookies: information stored on a user’s computer by a website so preferences are remembered for future requests; used by advertisers and publishers to understand audiences. 
  • CPM: cost per mille; cost per 1000 impressions.
  • Creative:  an advertising unit created by an ad designer, in accordance with publisher specifications and guidelines, for the purpose of communicating a marketing message to that publisher’s audience; extremely important in location based push notification mobile advertising. 



  • Daily Budget: the budget frequency by day; amount of money to be spent on a certain campaign daily.
  • Dashboard: part of Blesh Ads Interface where an advertiser can see all pertinent information visually, graphically and statistically for each and every campaign.
  • Delivery: impression; the number of times a message is verifiably sent to the intended audience via a push notification which arrives on an audience's mobile home-screen or lock-screen.
  • DMP: Data Management Platform; a software program that takes in data from different sources and organizes said data in one place at a customer or cookie level that is useful for advertisers or publishers. 
  • DSP: Demand Side Platform; a software program for advertisers that sorts through all available publisher inventory to find the best inventory according to specific parameters in order to maximize ROI by reducing wasteful spend on unintended audiences. 



  • Frequency Capping | Advertiser: the amount of times a target audience will receive an advertiser's message; this is specified by the advertiser. 
  • Frequency Capping | Blesh Ads: the maximum amount of times all audiences will receive a message at a given time period; we cap messages to 1 per day per audience per location in order to not desensitize people from push notifications. 
  • Frequency Capping | Publisher: the maximum amount of times an app's audience will receive a message at a given time period; this is specified by the publisher in order to not desensitize people from push notifications. 



  • iab: interactive advertising bureau; sets standards and guidelines throughout the digital advertising industry; Blesh Ads meets or surpasses each and every standard set by the iab.
  • iBeacon: a class of Bluetooth Low Energy (BLE) devices developed by Apple that broadcast their identifier to nearby mobile devices; when in close proximity, the technology enables mobile devices to receive messages and perform actions.
  • Immediacy: an instant need; 1/3 of the MicroMoment equation.
  • Impression: message delivery in Blesh Ads terminology; the number of times an ad is delivered to the targeted audience; with push notifications, the vast majority of impressions are viewed.
  • Impression Viewed: Interaction; viewable impression; a measurement metric designed to explain when a message is displayed on a mobile screen and viewed by a human. 
  • Intent: the state of a person's mind that directs his or her actions towards specific object; 1/3 of the MicroMoment equation.
  • Interactions: 100% viewable impressions; the number of push notifications (messages) sent to users that were swiped open
  • Interaction Rate: the number of times a message is swiped open and viewed compared to the total number of messages sent; number of viewable impressions (messages swiped open) divided by number of messages delivered. 
  • Inventory: home-screen or lock-screen of a users phone; Blesh Ads advertisements are not displayed in app but rather as a push notification sent by Blesh Ads Apps (publishers); this allows nearly unlimited publisher inventory, with the only constraint being push notification frequency set by the publisher, advertiser & Blesh Marketplace. 



  • Location: places in the real world where Blesh Ads beacons are installed and ready to transmit an advertisers message via an app push notification to a targeted audience via a Blesh Ads publisher app.
  • Location based Targeting: using a place to tailor custom ads for a target audience; usually, where a person is says much more about their context and intent than does behavioral or demographic data.



  • Measurement Metrics: well defined terms that analyze the effectiveness of a campaign; Blesh Ads uses Delivery (served impression; even though the majority of push notifications sent are viewed), Interaction (swiped open/viewed impression), Clicks (taps in the mobile world) and Conversions (intended action taken by target audience).
  • Message: ad/advertisement; Blesh Ads has transformed an ad into a form of communication through push notification messaging that appear on an audience's mobile home-screen or lock-screen.
  • Message Relevancy Score: the determination of how targeted an advertisers message is with respect to the target audience; Blesh Ads algorithm uses a variety of factors to make this determination. 
  • MicroMoment: context + intent + immediacy; certain points in a person's life where decisions are made; life happens in moments and advertisers can be present in those moments. 
  • MMA: Mobile Marketing Association; creates standards and guidelines regarding mobile marketing; Blesh Ads meets or surpasses every standard or guideline put forth by the MMA. 
  • Mobile Device: a portable, wireless computing device that is small enough to be used while held in hand; usually mobile phones or tablets. 
  • Mobile Device Type: the specifications of a mobile device, usually mobile phones or tablets.
  • Mobile Programmatic: the automation of buying and selling ad impressions on mobile devices, usually through real time bidding. 
  • Mobile RTB: Mobile Real Time Bidding; an auction (think Stock Market) of buying and selling ad impressions on mobile devices. 
  • Monthly Budget: the amount an advertiser wishes to spend on a certain campaign within the month; this usually indicates the campaign duration is more than 1 month. 
  • MRC: Media Ratings Council; creates standards and guidelines regarding media marketing; Blesh Ads meets or surpasses every standard or guideline put forth by the MRC. 



  • Open Exchange: type of Ad Exchange that is open to all advertisers and publishers; Blesh Marketplace is an open exchange.
  • Opt-in: expressed permission by a person to accept push notifications; Blesh Ads is 100% opt-in.
  • Opt-out: express instruction by a person to stop a marketer from sending push notifications; Blesh Ads allows opt-out through the disabling of Bluetooth or push notifications. 



  • Physical Web Beacon: (Physical Web Device) beacon technology pioneered by Google that merges the physical and virtual worlds by creating URLs for physical objects accessible by mobile devices; Blesh Ads currently support these types of beacons. 
  • Physical World Cookies: similar to online cookies, it is data gathered from audiences and linked to advertisements and special offers based on information about an audience's location habits; Blesh beacons are the medium for gathering this data. 
  • Premium Inventory: a push notification on the home-screen or lock-screen of a targeted audience's mobile device; also known as the best available ad placement a publisher has to offer for advertisements.
  • Programmatic Advertising: the automation of buying and selling digital ad impressions, usually through real time bidding. 
  • Programmatic Buying: the automation of buying digital ad impressions, usually through real time bidding. 
  • Programmatic Selling: the automation of selling digital ad impressions, usually through real time bidding. 
  • Publisher Integrity: the reputation of an app or publisher; Blesh Ads protects apps from advertisements and advertisers that would damage their reputation by allowing apps to blacklist certain advertisers and advertisements as well as limiting the number of messages sent to an apps users; publishers can also set a minimum message relevancy score that determines how relevant the messages sent to app users are.  
  • Push Notifications: type of message (advertisement) supported by Blesh Marketplace; this is how an advertisers message is delivered via a mobile app. 



  • Reach: size of a target audience. 
  • Reach People Near Your Business: campaign type supported by Blesh Ads that relates to an advertiser attempts to make contact with an audience within close proximity to their store. 
  • Relevance: the condition of being relevant or connected with the matter at hand; the strong correlation of an advertisers message to the target audience's context, intent and immediacy. 
  • Remnant Inventory: ad inventory space that is left over or not considered to be of high quality; Blesh Ads do not support the selling of this type of ad inventory. 
  • Reporting: display and analysis of measurement metrics relating to the success of a communication (advertising) campaign as well as analysis of monetization for publishers. 
  • Rich Media Creative: one of the ad types supported by Blesh Marketplace; ad which includes advanced features that encourage viewers to interact and engage with the content.
  • ROI: Return on Investment; the success realized in comparison to the amount of money invested; Blesh Ads ROI is far above the industry standard. 
  • RTB: Real Time Bidding; an auction (think Stock Market) of buying and selling digital ad impressions. 



  • SDK: software development kit; a simple SDK integration is needed for publishers to join the Blesh Marketplace and serve Blesh Ads advertisements. 
  • Send People to Your Website: a campaign type supported by Blesh Marketplace that relates to sending a target audience to a webpage chosen by an advertiser. 
  • SSP: Supply Side Platform or Sell Side Platform; software program for publishers that displays all available ad inventory to maximize revenue; Blesh Ads supports a private SSP within the Blesh Marketplace. 
  • Swipes: Interactions or viewable Impressions; once a message is delivered, the target audience swipes open the push notification to view the entire message. 
  • Swipe Rate: Interaction Rate; percentage of messages viewed (swiped open) relative to the total number of messages delivered; messages viewed (swiped open) divided by total number of messages delivered. 



  • Target Audience: the people an advertiser wants to reach sorted by location and app category. 
  • Targeting: the act of selecting an audience within specific parameters such as location and app category. 
  • Transmission: the act of a beacon and mobile device coming in contact with one another. 
  • Transparency: the openness of ad tech companies in terms of measurement metrics; Blesh Ads is one of the ad tech leaders in transparency.



  • UUID: UUID stands for Universally Unique Identifier. UUID, Major and Minor (UMM) values are unique to each beacon and are used to distinguish them amongst each other. The iBeacon standard requires UUID, as well as Major and Minor values to be assigned. To register your beacon to Blesh CMS, you must provide UUID, Major and Minor values of the beacon. You will find these values on the beacon's case. 



  • Viewability: the standard of how an ad is seen; current standards are 50% pixels for 1 seconds for display and 2 seconds for video ads; Blesh Marketplace ads are 100% viewable at the Interaction level. 



  • Weekly Budget: the amount an advertiser wishes to spend on a certain campaign within a week; this usually indicates the campaign duration is more than 1 week. 
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