Glossary
Resource | Last updated: 12/12/2025 | View 84.51° Prism common terms and definitions
A B C D E F G H I J K L M OP Q R S U V W X Y Z
A
A/B testing
A 50/50 split run on a Campaign to test performance of an aspect of a Campaign like Audience or Creative.
Ad Exchanges: Marketplaces for real-time buying/selling of ad inventory.
Ad Servers : Platforms that store, deliver, and track ads.
Ad Verification: Ensures ads appear in safe contexts and meet brand guidelines.
Allow listA list of websites that you can advertise on.
Alternate UPCs that can be created by dropping the check digit (the last number of the UPC).
Attributable Return on Ad Spend (aROAS)The total sales of the targeted test group (for the products being measured) relative to the Total Campaign Cost. This metric is calculated as Total Sales / Total Spend.
Auction : Real-time bidding process for ad placements.
Audience: Group targeted in a campaign, defined by demographics or behaviors.
Automated Buying Media BuysA digital programmatic method of purchasing ad inventory through a self-serve platform or demand-side platform (). Advertisers set bidding strategies, budgets, and targeting criteria allowing ads to be bought in real time based on auction dynamics. Automated buying provides flexibility, scalability, and data-driven optimization without the need for direct negotiation.
B
Bid Price : Max amount an advertiser will pay for an action.
Bidding Strategy: Approach for spending budget and winning ad auctions.
Block listA list of websites that can't advertise on.
Blocking Tag These two (2) types of tags block ads from running on unsafe or fraudulent content at different times — Pre-bid and Post-bid. If the fraud is detected post-bid, a house ad or PSA is served instead of advertiser content. Unlike post-bid strategies, which involve analyzing Campaign performance after ad impressions have been served, pre-bidding focuses on proactive measures to improve Campaign outcomes and avoid low-quality placements, fraudulent traffic, and brand safety risks.
Brand liftAn increase in brand awareness, measured through surveys or perception studies.
Brand Safety & Suitability: Measures to prevent ads from appearing in harmful contexts.
C
Call to Action (CTA)A button or action wording used to get a customer's attention and make them take any sort of action (like a click, purchase, or sign up for emails).
CirculationThe number of households where the coupon is sent.
Click-Through DestinationThe URL where customers land when they click on a Campaign ad.
Click-Through Rate (CTR)The percentage of users who click on the ad. It's calculated as Clicks divided by Impressions multiplied by 100 (Clicks/Impressions x 100).
Click ConversionThe percentage of clicks that lead to a purchase.
ClicksThe number of times users click on an ad or link
Closed-loop marketingThe ability to track conversion back to advertising efforts.
Commodity BuyersOf the households being recommended for a Campaign, the amount of money households are spending on the promoted commodity, compared to an average commodity household buyer.
Consideration ReferenceFrom grocery and HBC Campaigns executed in June-August 2020 for Pre-Roll, Pandora, Push Notifications, and Display Ads.
Control Household / GroupA subset of a target audience that is intentionally excluded from a specific campaign or promotion during a test period. The Control Household or Group serves as a baseline or benchmark against which the effectiveness of the campaign is measured by comparing the results with the group that was exposed to the campaign (the test group).
Conversion RateThe percentage of users who make a purchase after exposure.
Cost Per Acquisition (CPA)The cost incurred to convert a new customer.
Cost Per Click (CPC)The amount paid by an advertiser for each click on their ad. This metric helps track the cost-efficiency of Campaigns. It's calculated as Total Spend divided by Clicks (Total Spend/Clicks).
Cost Per Mille (CPM)Also known as Cost Per Impression, it's the cost per 1000 Impressions. It's a common metric for pricing display ads and measures the cost to reach a large audience. It's calculated as Cost multipled by 1000 divided by Impressions ((Cost x 1000)/Impressions).
Creative Eligibility Start DateThe earliest date the ad is displayed to customers (for example, Month DD, YYYY).
Current Brand BuyersOf the households being recommended for the Campaign, the amount of money households are spending on the promoted brand, compared to an average brand household buyer.
Current HouseholdsHouseholds that have bought the promoted product in the latest 26 weeks.
D
Data Management Platform (DMP)Where all first-party Audiences are housed.
Data Onboarder (or offline matching)A service that brings offline data (such as CRM data) online.
Demand Side Platform (DSP)A system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. A type of software that allows advertisers to buy advertising with the help of automation.
Demographic TargetingTargeting by, but not limited to, gender, age, or household income.
Deploy WeekThe week when emails (like Single Subject Emails) are sent. It starts on a Monday and ends on a Sunday.
Deterministic AudiencesThe Audience Segments that are identified based on known verifiable data points.
Digital mediaElectronic media (like online channels such as websites, social media, search engines, and mobile apps) that stores data digitally and is usually accessed online. It can be used to communicate, entertain, or provide information, offering more interactive, targeted, and measurable ways to connect with audiences.
Digital media measurementThe process of tracking, analyzing, and interpreting the performance of digital campaigns to evaluate their effectiveness and optimize results.
Direct buy Ads are bought and sold through a direct negotiation process between media buyer and sellers.
Dynamic Creative Optimization (DCO): Real-time customization of ad creatives.
E
Earned mediaPublicity or exposure gained through organic means or a third-party rather than through direct advertising efforts. Often resulting from public relation (PR) efforts or viral content (like media coverage, word-of-mouth, and social media mentions).
EngagementsThe total number of Engagements on your ad. It's an indicators of user interaction with social content (for example, Likes, Comments, and Shares).
Engagement Rate (ER)The level of interaction with an ad, typically measured through Likes, Shares, Comments, or other forms of user interaction depending on platform. It's calculated as Engagements divided by Impressions multipled by 100 ((Engagements/Impressions)*100).
Estimated Insertion CostThe cost of delivering the Campaign to households.
Estimated Redemption CostThe cost for the company for coupons being redeemed.
Expectations (or the Kroger Ask)For the Yearly Plan, this refers to the total number of coupons sent to Kroger households. The amount is set by Kroger and 84.51°. It outlines what you can expect to contribute to BCC.
ExpectedSums the total expected value from plan groups, aggregated based on the view or report in which it appears and includes everything but Boost.
Expected (Boost)The total sum of the Boost expected value from plan groups, aggregated based on the view or report in which it appears (only includes Boost).
Expected SalesTargeted households campaign window sales expectations calculated from event-controlled households that would have gotten the coupon.
Expected (Total)The total expected value from plan groups, aggregated based on the conditions of the weekly change report (includes everything).
F
First-party Audience targetingA strategy that leverages data collected directly from a company's own customers, website visitors, app users, or CRM lists. This targeting is highly accurate and personalized since it is based on direct interactions with the brand.
FrequencyThe number of times a Campaign is optimized in flight according to your chosen initiative. Also, the average number of times an individual sees an ad during a Campaign to help balance exposure without causing ad fatigue.
G
Geo-fencingWhen a mobile company uses polygons to geo-fence a location and collect the device IDs of those users that have gone inside or around the location to identify them later with relevant / competitive / reminder messaging.
Global Standards 1 (GS1)A not-for-profit organization that works closely with industries to agree how information should be stored in a barcode. This work ensures organizations around the world can extract meaningful information about a product when its barcode is scanned.
H
Hiatus periodsA period of time where the Campaign is intentionally paused. This period may be done to account for holidays or national events.
HouseholdA group of individuals who share a physical address and are likely to make purchasing decisions together.
I
ImpressionsThe number of times an ad is displayed and viewed.
Impression ValueFrom matched impressions on Display Campaigns executed in June-August 2020.
In-Store media Aims to enhance the shopping experience, drive sales, and influence consumer behavior at the point of purchase (in the store).
Incremental Return on Ad Spend (iROAS)The total sales difference between test and control relative to the total Campaign Cost as determined by the Total Sales uplift generated by households targeted for the coupon. This metric is calculated as (Total Test Group Sales - Total Control Group Sales) / Total Cost.
Incrementality: Measuring true impact of ads by isolating advertising effects.
Invalid trafficIncludes any Impressions or Clicks that do not come from actual users, but instead are generated artificially by bots, paid viewers, or publishers themselves.
Invalid Traffic Rate (IVT)The percentage of ad traffic deemed non-human or fraudulent, including bots and accidental clicks.
J
K
K-numberThe Kroger Corp. vendor code that is needed for Best Customer Communications (BCC) coupons.
Kroger HouseholdsThe total number of buyers that purchased a Kroger product at least once.
L
Lapsed HouseholdsHouseholds that have not bought the promoted product in the latest 26 weeks.
M
Macro InfluencerA social media creator with a large following, typically between 50,000 and one (1) million followers, who partners with brands to boost their visibility and reach a broad audience. To learn more, see Partner with Macro Influencers.
Managed Service media buysA traditional method of purchasing ad inventory where advertisers negotiate directly with a publisher or retailer to secure specific ad placements. This process often involves a fixed-price guaranteed Impressions and a formal insertion order. To learn more, see Kroger Precision Marketing (KPM) Managed Service.
Matching UPCsAll UPCs matching what you entered / pasted.
Micro InfluencerA social media personality with a follower count typically ranging from 10,000 to 30,000, who has a smaller but highly engaged audience within a specific niche. To learn more, see Partner with Micro Influencers.
Measurement WindowThe Campaign period, or the time the Campaign is running.
MediaChannels and platforms through which information, entertainment, and advertising are communicated to audiences.
Media End DateThe last day the Campaign is displayed to customers (for example, Month DD, YYYY).
Media Rating Council (MRC) ViewabilityRequires 50% of the ad to be in view for one (1) second.
Media Start Date The first day the Campaign is displayed to customers (for example, Month DD, YYYY).
Mega Influencer A high-profile individual, often a celebrity or media personality, with more than one (1) million followers on social media.
Money OffThe specific dollar amount off a specified product. For example, "Save $1.00 off 1 Simple Truth Lunch Kit".
Mutually ExclusiveA Kroger household won't be counted twice if they exhibit behavior that is defined by multiple segments. To learn more, see Mutual Exclusivity
N
Nano InfluencerA social media content creator with a small but highly engaged audience, typically between 1,000 and 5,000 followers.
New HouseholdsHouseholds that have not bought the promoted product in the latest 52 weeks.
NominatedThe total nominated value from plan groups, aggregated based on the view or report in which it appears (includes all except Boost).
Nominated (Boost)The total nominated value from plan groups, aggregated based on the view or report in which it appears and includes everything except Boost.
Nominated (Total)The Boost nominated value from plan groups, aggregated based on the conditions of the weekly change report which includes everything.
Nominated vs Planned DiffThis value is calculated using the following formula: = - .
Nominated vs Planned PercThis value is calculated using the following formula: = Nominated / Planned.
Not Found UPCsUPCs that are entered and/or pasted but were not found. If these are new products, they may not validate, but you should still include them.
O
OffsiteAlso referred to as Self-Serve Offsite, these Campaigns are activated in your buying platform of choice (like The Trade Desk or Yahoo), but leverage Kroger's audiences and measurement. Offsite media refers to advertising that reaches consumers on platforms or websites outside of a brand's owned properties. It allows brands to extend their reach, engage new audiences, and drive traffic back to their own channels.
OnsiteAlso referred to as Self-Serve Onsite, these Campaigns are activated across Kroger's onsite inventory via Kroger's self-serve buying platform. On-site media refers to anything that is displayed on owned and operated (O&O) pages of a retailer (for example, Kroger Owned and Operated Pages are the Kroger app, Kroger banner URLs, and Kroger emails).
Owned mediaAll media channels including websites, social media profiles, and email newsletters that a brand controls directly. Owned media provides a space for consistent messaging and engagement with a brand's audience.
P
Pack ShotA picture you want to include on the coupon, usually of the product or your company's logo.
Paid mediaAny form of media, like digital ads, TV commercials, and sponsored content, where a brand pays to place its message on external platforms.
PrecisionView 360° (or PV360)A premier omni-channel incremental sales measurement solution that is purpose-built to scale with modern and evolving Campaign and industry needs. It provides more insights and deduplicated, story-driven attributable read-outs.
Cross-Channel Campaigns may qualify for a PrecisionView360 report, if that Campaign meets a minimum investment of $400K across three (3) or more channels.
After January 1, 2026, you can opt into PrecisionView360 for a fee of $50K (fee is waived if the media spend exceeds $400K).
PrecisionView Lite (or PVLite)A no-cost cross-channel reporting solution for Cross-Channel Campaigns with two (2) (or more) eligible channels. It provides more insights and deduplicated, story-driven attributable read-outs.
You must request to opt into PrecisionView Lite.
Plan (or Yearly Plan)Set by you with the help of a Incentives Account Manager, this reflects the maximum your company or agency is actually planning to nominate in each event.
PlannedThe total planned value from plan groups, aggregated based on the view or report in which it appears and includes everything but Boost.
Planned (Boost)The Boost planned value from plan groups, aggregated based on the view or report in which it appears (only includes Boost).
Planned (Total)The Boost planned value from plan groups, aggregated based on the conditions of the weekly change report that includes everything.
Planned vs Expected DiffThis value is calculated using the following formula: = Planned - .
Planned vs Expected PercThis value is calculated using the following formula: = Planned / Expected.
Planned vs Expected Perc (Total)This value is calculated using the following formula: = / .
Previous Week PlannedThe total planned value from plan groups, less than or equal to the final date of the previous week with respect to the closed for nomination dates across events, aggregated based on the conditions of the weekly change report tat includes everything but Boost.
Previous Week Planned (BoostThe Boost planned value from plan groups, less than or equal to the final date of the previous week with respect to the closed for nomination dates across events, aggregated based on the conditions of the weekly change report (only includes Boost).
Previous Week Planned (Total)The total planned value from plan groups, less than or equal to the final date of the previous week with respect to the closed for nomination dates across events, aggregated based on the conditions of the weekly change report that includes everything.
Previous Week Planned vs Expected Perc (Total)This value is calculated using the following formula: = / Expected (Total).
Programmatic buyAds are bought and sold automatically through real time bidding algorithms. Data filters are layered on based on budget, audience, and brand safety.
Product GroupThe collection of products that are measured to help keep track of frequently used UPCs. To learn more, see Product Groups.
Proxy UPCsThe UPCs for new or seasonal products that have no or limited purchase history.
PublisherA company that displays ads on their digital space.
Purchase UPCsThe product UPCs that will be valid for redeeming a coupon.
Purchasing periodStart and end purchasing dates in a Campaign.
Q
R
ReachThe total number of unique users who saw the ad. While there is a formula (Reach = Impressions/), 84.51° recommends pulling Reach from the platforms directly for the most accurate number.
Retail Media Network (RMN)A collection of digital channels (like include websites, apps, and other platforms) owned by a retailer that allow brands to advertise to customers.
Retail Sale Price (RSP)The price that the customers pay for the final product that is sold.
Return on Ad Spend (ROAS)Attributable revenue generated for every dollar spent on ads. This marketing metric measures the efficacy of a digital advertising campaign to help businesses evaluate which methods are working and how they can improve future advertising efforts.
Rules Based Pricing Group (RBP)A group of products commonly promoted together at the same price point.
S
Second-party Audience targetingA strategy that uses another company's first-party data, shared through a partnership or data-sharing agreement. This strategy allows advertisers to reach new, but relevant audiences, such as a retailer sharing customer insights with a brand for targeted advertising.
Share of RequirementsThe share of sales received from Major Brands or Parent Companies.
Stock Keeping Unit (SKU)A unique code that businesses use to identify products in their inventory. SKUs are important for inventory management, financial analysis, and business efficiency.
Supply-Side Platform (SSP): Platform for publishers to sell ad inventory.
T
TargetingThe process of delivering advertisements to a specific group of users, based on defined criteria. Targeting is digital media's biggest advantage over traditional media by improving relevance, engagement, and return on investment (ROI) by minimizing wasted ad spend.
Third-party Audience targetingA strategy that relies on aggregated data from external sources, such as data brokers or marketplaces, to target broader Audience Segments. This data is often used to expand Reach, but may be less precise due to increasing privacy restrictions and reduced access to third-party cookies.
Total CostThis metric is calculated as Insertion + Redemption (excludes malredemptions) + Estimated Handling.
Total Targeted HouseholdsThe specific households reached with tailored marketing messages based on their demographics and behavior, aimed to maximize marketing effectiveness and reduce wasted impressions.
Total Test Group SalesThe metrics is calculated using Campaign window sales for the targeted households for the submitted redemption UPCs and non-supplied UPCs with greater than 5% of redemptions which includes redeemers and non-redeemers.
Total SalesThe metrics is calculated using Campaign window sales for the targeted households for the submitted redemption UPCs and non-supplied UPCs with greater than 5% of sales which includes redeemers and non-redeemers.
Traditional mediaEstablished platforms like television, radio, print, and outdoor advertising, which have been the dominant forms of communication for decades, often with a broad, one-way reach. Mass media communication that existed before the internet.
U
Universal Product Codes (UPCs)A barcode that identifies a product. UPCs are used in retail stores, online marketplaces, and by third-party logistics providers.
UpliftThe difference in responsiveness between a Test Group or Test Household (exposed to Campaign) and a Control Household/ Group (not exposed). Essentially, it quantifies the incremental increase in desired outcomes (like sales, conversions, or engagement) that Campaign provides beyond what would have naturally occurred or expected.
V
Video Completion Rate (VCR) The percentage of people who watch a video ad to completion. It's a critical metric for video ad success.
ViewabilityThe percentage of ad impressions that were actually viewable by the user, as per industry standards.
W
WoW Planned ChangeThis value is calculated using the following formula: = Planned - .
WoW Planned Change (Boost)This value is calculated using the following formula: WoW Planned Change (Boost) = Planned (Boost) - Previous Week Planned (Boost).
WoW Planned Change (Total)This value is calculated using the following formula: WoW Planned Change = Planned (Total) - Previous Week Planned (Total).
X
Y
Year to Date (YTD) ExpectedThe total expected value from plan groups, less than or equal to the current date with respect to the closed for nomination dates across events, aggregated based on the view or report in which it appears and includes everything but Boost.
YTD Expected (Boost)The Boost expected value from plan groups, aggregated based on the view or report in which it appears (only includes Boost).
YTD Expected (Total)The total expected value from plan groups, less than or equal to the current date with respect to the closed for nomination dates across events, aggregated based on the conditions of the weekly change report (includes everything).
YTD NomAll nominated values less than or equal to the current date with respect to the closed for nomination date on the event. This value includes Boost plans as separate objects.
YTD Nom vs ExpDivides the above by the value and returns as a percentage.
YTD NominatedThe total nominated value from plan groups, less than or equal to the current date with respect to the closed for nomination dates across events, aggregated based on the view or report in which it appears (includes everything except Boost).
YTD Nominated (Boost)The Boost nominated value from plan groups, less than or equal to the current date with respect to the closed for nomination dates across events, aggregated based on the view or report in which it appears (only includes Boost).
YTD Nominated (Total)The total nominated value from plan groups, less than or equal to the current date with respect to the closed for nomination dates across events, aggregated based on the conditions of the weekly change report (includes everything).
YTD Nominated vs Expected %Divides the ( Boost) above by YTD Expected (non-Boost) above as a percentile.
YTD Nominated vs Planned %Divides the YTD Nominated ( Boost) above by the ( Boost) above as a percentile.
YTD PlannedThe total planned value from plan groups, less than or equal to the current date with respect to the closed for nomination dates across events, aggregated based on the view or report in which it appears and includes everything except Boost.
YTD Planned (Boost)The Boost planned value from plan groups, less than or equal to the current date with respect to the closed for nomination dates across events, aggregated based on the view or report in which it appears(only includes Boost).
YTD Planned (Total)The total planned value from plan groups, less than or equal to the current date with respect to the closed for nomination dates across events, aggregated based on the conditions of the weekly change report (includes everything).
Z
Zone 1The home zone shown above the fold on both Kroger.com and mobile app; often displayed in the Story block or the Hero Rotator.
Zone 2The home zone shown mid-fold on both Kroger.com and mobile app.
Zone 3The home zone shown below the fold on Kroger.com; often displayed low on the page as a Rotator and are web only.
Learn more
Go to