Glossary

Term	Description	Synonymous/ Related Terms
Asset	Source media — such as brand guidelines, logos, stills and videos — compiled in Creative Studio and used by creators to inform creative outputs.	Assets can be attached to a VidMob Project or a Partner ie `Project Asset` or `Partner Asset`
Batch	Legacy term used generally throughout our products to define collections of items, like batches of criteria or scores.	Also called `Reports` in Creative Scoring
Best practice	A creative approach that has been tested and shown to result in improved creative performance. Can be specified and applied at the company level, or recommended by a channel.
*Creative Scoring**	VidMob’s product for assessing how well creative adheres to best practices. Automated evaluation of creative to assess compliance to platform, brand, and custom best practices. Also includes access to standard platform criteria.
In-flight	An ad that has already been launched. In the context of Creative Scoring, this creative can be scored after it has been launched, by selecting the ad account that it is being used under.
Key performance indicator	Refers to the metrics a business uses to measure its success. Typically applied to marketing campaigns.	KPI
Placement	The physical or digital place where an advertisement is displayed. Each channel gives marketers a range of placements to choose from, which typically align with campaign objectives and the consumer journey. For example, advertisers on Amazon can choose from placements like in-shopping queries, on their branded devices (such as Fire TV or Fire tablet), and on third-party sites.
Pre-flight	An ad that has not been launched yet. In the context of Creative Scoring, pre-flight ads can be scored by uploading the creative to the platform.
Scorecard	A set of conclusions, surfaced in our products, that are automatically generated without human intervention. Used in the context of Creative Scoring, Comparison Reports, and dashboards.	Alternatively called Batches in Creative Scoring APIs.
Standard criteria	A set of creative measures in Scoring, which is brand and channel-agnostic, that may help improve the performance of creative and/or ensure it meets certain specifications set by a company. Derived from proprietary analysis.