Use this glossary to understand common terms you may see when setting up, running, measuring, and optimizing campaigns in AI DASH.

Starti’s performance CTV advertising platform for planning, launching, optimizing, and measuring campaigns in one place.

The process of assigning campaign credit to an eligible action, such as a website visit, app install, or conversion, based on defined attribution rules.

A tracking URL created through a Mobile Measurement Partner (MMP) that helps connect eligible ad impressions or clicks with later app installs and in-app events.

The period after an eligible ad exposure or interaction during which a later action can be attributed to the campaign.

A group of households or users that meet the targeting criteria for a campaign.

A bidding strategy in which AI DASH dynamically adjusts bids based on campaign performance, available inventory, and auction conditions.

The process of determining how much to offer for an eligible advertising opportunity in an ad auction.

A product, app, website, or business line you want to promote in AI DASH. Campaigns, creatives, and tracking are organized by Brand.

An advertising activity associated with one Brand and configured with a Campaign Goal, budget, schedule, targeting, media, and creatives.

The business outcome you want AI DASH to optimize toward.

Depending on the selected Platform, available goals may include Awareness, Website Traffic, Website Conversions, App Installs, and App Engagement.

A video impression that was watched through to the end.

The percentage of video impressions that were watched to completion.

Completed Views ÷ Video Impressions × 100

The average amount spent to generate one Result for the selected Campaign Goal.

Spend ÷ Results

Cost per thousand impressions. CPM is a standard way to express the cost of CTV media.

Spend ÷ Impressions × 1,000

The advertising asset used in campaign delivery. In AI DASH, this typically refers to a CTV video creative, with additional creative formats available for supported features such as Household Resonance.

The process of connecting an ad exposure on one device, such as a television, with a later action completed on another device, such as a phone, tablet, or computer.

Connected TV (CTV) refers to televisions and connected streaming devices that deliver video content over the internet. CTV advertising places video ads within those streaming experiences.

A system used to organize audience data and audience segments for targeting and activation.

A platform advertisers use to buy and manage digital advertising inventory programmatically. Starti may appear as Starti DSP in supported partner integrations.

A tracked action completed by a user, such as a page view, registration, purchase, subscription, app install, or other configured website or in-app action.

The estimated average media cost associated with delivering one completed video view.

Audience, customer, conversion, or engagement data collected directly by an advertiser through its own websites, apps, or other customer interactions.

The average number of impressions delivered to each household reached during a selected period.

Impressions ÷ Households

The number of distinct households reached by your campaign. A household may include multiple people and connected devices sharing the same home network.

Starti’s cross-screen campaign capability that extends the impact of a CTV exposure by reinforcing the campaign message across eligible devices within the same household.

One instance of an ad being served.

A video ad delivered within streaming content, such as before the content begins, during a content break, or after the content ends.

The available advertising opportunities across eligible media apps, channels, publishers, and other supported media environments.

The initial period after a campaign begins delivering when AI DASH collects performance signals and learns how to optimize toward the selected Campaign Goal.

The learning phase typically takes 10–20 days, and some performance variation during this period is normal.

An audience identified based on characteristics or behaviors similar to an existing source audience, such as first-party customer, conversion, or engagement data.

A service model in which a Starti campaign specialist manages campaign strategy, setup, optimization, analysis, and ongoing campaign support.

A bidding strategy that allows AI DASH to adjust bids dynamically while limiting the highest CPM the campaign may bid.

The Maximum CPM is a bidding ceiling, not the actual CPM paid for every impression.

The streaming application or publisher environment where advertising inventory is delivered. Media App may also appear as a reporting dimension in AI DASH.

Mobile Measurement Partner. An MMP measures mobile app installs and in-app events and supports attribution between advertising activity and app outcomes.

AI DASH currently supports integrations including AppsFlyer, Adjust, and Singular.

The AI DASH workspace where users, Brands, campaigns, creatives, tracking, and related data are managed. One account may belong to multiple Organizations.

Video content delivered over the internet rather than through traditional cable or satellite distribution. CTV refers specifically to OTT content viewed on an internet-connected television or streaming device.

The website or mobile app associated with a Brand, such as a Website, iOS app, or Android app. The selected Platform determines which Campaign Goals and tracking options are available.

A server-to-server message sent by an MMP when configured install or in-app event data is available to a connected advertising partner.

The outcome measured for the selected Campaign Goal, such as an app install, unique website visit, or selected conversion event.

Software Development Kit. In mobile measurement, an MMP SDK is integrated into an app to collect installs, sessions, and configured in-app events for attribution and reporting.

A service model in which the advertiser operates campaigns directly in AI DASH while Starti provides the platform, tracking capabilities, optimization technology, and campaign support.

Starti’s intelligent audience discovery and lookalike activation solution.

SmartReach™ combines product understanding, first-party data, Campaign Goals, and audience signals to identify relevant audience segments and expand campaign reach.

The amount of campaign media cost recorded during the selected reporting period.

Starti’s automated optimization engine that continuously evaluates campaign performance and adjusts bids and budget allocation across creatives and media toward the selected Campaign Goal.

Starti’s automated traffic quality layer that evaluates advertising opportunities before bidding and continues analyzing delivery after impressions are served to help reduce suspicious or low-quality traffic.

The desired Cost per Result entered for supported performance Campaign Goals.

AI DASH uses this value to guide optimization. It is not a billing unit, spending limit, or guarantee that every Result will be delivered at that cost.

The audience, geographic, media, and other criteria used to determine where and to whom a campaign is eligible to deliver.

The quality and legitimacy of advertising traffic and delivery. Traffic-quality analysis may consider signals such as suspicious automated activity, VPN or data-center traffic, abnormal exposure patterns, and viewability.

Attribution based on ad exposure rather than an ad click. It connects an eligible CTV impression with a later website or app action according to the applicable attribution rules.

A measure of whether an ad had a meaningful opportunity to be seen. Viewability signals can also be used as part of traffic-quality analysis.

A small piece of code installed on a website that records website activity such as page views and configured conversion events.

The Starti Web Pixel supports CTV-to-Web attribution, campaign reporting, and optimization in AI DASH.