Glossary
Every term these pages use, explained for a reader who has not met it before. Where the site documents something in depth, the entry links to it.
API token
The string that identifies you to the Neuwo API, sent with every call. The EDGE
API and the Auto-Tagging API take separate tokens and separate base URLs, so a
token issued for one will not work on the other. Tokens are issued by
contacting Neuwo or emailing
adops@neuwo.ai, together with the endpoint URL they
belong to. In the Prebid module it is the neuwoApiToken parameter.
Auction delay
How long Prebid waits, in milliseconds, for its real-time data modules to answer
before it starts the auction. Set too low, the Neuwo categories are not ready in
time and the bid requests go out without them. The module ships with auctionDelay: 500 and
waitForIt: true as the recommended starting point, in the
configuration.
Auto-Tagging API
The Neuwo API for content you send yourself. You post the text rather than a
URL, which suits analysing an article before it is published or content that has
no public address. It is a server-side call with its own token and base URL,
separate from the EDGE API. Its SDK client is named NeuwoRestClient, after the
older name for it.
Bid Enrichment
The Neuwo product that adds what is known about a page to the bid request before it goes out, so buyers are bidding on a described page rather than on a bare URL. What Neuwo contributes is the subject matter: the IAB content and audience categories for whatever is on the page at that moment. It covers two routes, the Prebid Module and Google Ad Manager (PPS), and both of them run on the EDGE API.
Bid request
The message an ad slot sends out asking buyers what they will pay for it. It carries the slot's size and position, the page it sits on, and whatever else the publisher chooses to attach. The Neuwo categories ride along inside it.
Bidder (demand partner)
A buyer connected to your auction. Each bidder receives the bid request, decides what the impression is worth to it, and answers with a price. Anything you add to the request is visible to every bidder that receives it.
Brand safety
Whether a page is somewhere an advertiser would be comfortable appearing, which is a separate question from what the page is about. The Neuwo API returns it as a relevance score plus a plain indication rather than as a list of categories. It appears in the response alongside the categories, in the API reference.
Contextual targeting
Buying or selling advertising on what the page is about rather than on who is reading it. Nothing about the visitor is needed, which is why it keeps working where identifiers do not. It is the whole of what Neuwo produces.
EDGE API
The Neuwo API for pages that are already published. You send a URL, Neuwo fetches the page and analyses it, and the categories come back. It is built for calls made from the browser, which is why Bid Enrichment runs on it, by the Prebid module and the Google Ad Manager route alike. Its token and base URL are its own.
Header bidding
Running an auction in the page, before the ad server is asked, so several buyers bid against each other at the same time instead of being offered the impression one after another. Prebid.js is the common way to do it.
IAB Audience Taxonomy
The standard list describing the people likely to be reading a page, as opposed
to the page's own subject. Neuwo returns tiers 3 to 5 of version 1.1, and the
module puts them into ortb2.user.data under segtax 4. See
what the module injects.
IAB Content Taxonomy
The standard list of subjects a page can be about, published by IAB Tech Lab so
that a publisher and a buyer mean the same thing by a category. Versions 1.0,
2.2 and 3.0 are supported, and the version is yours to choose with
iabContentTaxonomyVersion. Neuwo returns tiers 1 to 3.
Key-value
A named pair attached to an ad request in Google Ad Manager, which a line item can target and a report can break down by. It is the general-purpose way to get your own data into the ad server, and one of the routes for the Neuwo categories: see Integration with GAM (Using PPS).
Line item
The entry in an ad server that says which creative runs, on what inventory, for whom and at what price. Targeting on a Neuwo category is set here, whether the category arrived as a signal or as a key-value.
Marketing categories
The name the Neuwo API response gives to its category block,
marketing_categories. It holds the IAB content tiers, the IAB audience tiers,
Google Topics and any custom categories built for you, each entry carrying an
ID, a label and a relevance score.
Neuwo Monetisation Platform
The route where Neuwo sells the inventory rather than handing categories to your own stack. Neuwo places the tag and serves the ad units, so there is no Prebid build to change and no configuration to write. It is arranged with Neuwo directly, and what goes on the page is documented under Monetisation Platform. Weighed against the other routes in As part of Neuwo Monetisation Platform.
OpenRTB and ortb2
OpenRTB is the industry standard shape of a bid request, so every bidder reads
the same fields in the same places. ortb2 is Prebid's copy of that object
while the auction is being assembled, and it is where the module writes:
ortb2.site.content.data for content categories, ortb2.user.data for audience
categories, and the OpenRTB 2.5 cat fields when those are enabled.
Prebid.js
The open-source library that runs the header bidding auction in the browser. It holds the bidder configuration, collects the bids and hands the winner to the ad server. Neuwo runs inside it as a module.
Publisher Provided Signals (PPS)
A Google Ad Manager 360 feature, not on standard Ad Manager, where the page declares IAB categories about itself and line items target those categories directly, with no key-value to invent or maintain. It is the tidiest destination for the Neuwo categories, described in Integration with GAM (Using PPS).
Real-time data module
A Prebid.js module that adds data to an auction while that auction is being put
together, rather than to the page in advance. Neuwo ships one, so the categories
are fetched for the page being read at the moment it is read. Often shortened to
RTD, and configured under realTimeData.dataProviders.
Relevance score
How strongly a category applies to the page, between 0 and 1. It is what the
threshold filters compare against, so raising a threshold keeps only the
categories Neuwo is most confident in and drops the long tail. See
IAB taxonomy filtering.
Segtax
The number that says which taxonomy a set of categories came from, defined in the IAB AdCOM standard and sent beside the categories themselves. Content Taxonomy 1.0 is 1, 2.2 is 6 and 3.0 is 7; Audience Taxonomy 1.1 is 4. Without it a bidder receiving segment ID 274 has no way to know which list it belongs to.
Smart tags
An extra set of tags returned by the Neuwo API, each an ID and a name, listed in
the response as smart_tags beside the subject tags and the categories.
Subject tags
What the page is about in Neuwo's own vocabulary rather than a standard one.
Each tag has a name, a unique URI and a relevance score, and is not restricted
to a fixed list the way an IAB category is, so it can be far more specific.
Returned as tags.
Tier
How deep a category sits in a taxonomy. Tier 1 is the broad heading, and each tier below it narrows the subject. Filters are set per tier, so you can keep one broad category and several specific ones rather than a fixed number overall.