> For the complete documentation index, see [llms.txt](https://mangoads.com/docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://mangoads.com/docs/getting-started/glossary.md).

# Glossary

A quick reference for the terms used throughout MangoAds.

**Advertiser** — a business or individual who buys ad placements to promote a product, service or link.

**Channel owner (publisher)** — the owner of a Telegram channel who sells ad placements and earns from delivered views.

**CPM (cost per mille)** — the price for 1,000 views. Advertisers set a maximum CPM they're willing to pay; channel owners set the CPM they charge.

**View** — a single delivered impression of a sponsored post. Billing and earnings are based on delivered views.

**Click / CTR** — a click is a tap on the ad's link. CTR (click-through rate) is clicks ÷ views, shown as a percentage.

**CPC (cost per click)** — total spend ÷ clicks. A derived metric shown in your dashboard; you are billed on views (CPM), not clicks.

**Auction** — the real-time process that matches competing ads to an available placement and sets the price.

**Campaign** — a single ad with its content, budget, schedule and targeting. An advertiser can run several campaigns at once.

**Creative** — an image attached to an ad (up to 10 per campaign).

**Daily budget** — the maximum an advertiser will spend per day on a campaign.

**Maximum CPM** — the highest price per 1,000 views an advertiser is willing to pay in the auction.

**Targeting** — the rules that decide where an ad can appear: channel category, and optionally geography and language.

**Banned categories** — categories an advertiser excludes (so their ad never appears there) or a channel owner blocks (so those ads never run in their channel).

**Moderation** — the review an ad goes through before it can run. Editing a live campaign restarts moderation.

**Balance** — an advertiser's prepaid funds used to pay for delivered views.

**Bonus credits** — promotional credits that participate in auctions like real funds but are not withdrawable. See [Bonus credits](/docs/for-advertisers/bonus-credits.md).

**Payout** — money paid to a channel owner for delivered views. See [Payouts](/docs/for-channel-owners/payouts.md).

**Bot** — a Telegram bot (created via BotFather) that a channel owner adds to their channel so MangoAds can publish ads automatically.