Ad network dashboards assume you already speak the language. This glossary gives each term a one-sentence definition first, then a line on why it matters to an adult site or an adult advertiser. Where a term works in a specific way on Lana Network, we say so. Terms are grouped by topic, not alphabetically, so that related ideas sit together.
Prices and floors
CPM. The price per 1,000 impressions. It is the standard way display and popunder traffic is sold, and the unit every floor below is quoted in.
eCPM (effective CPM). What a placement actually earned per 1,000 impressions, whatever the pricing model (CPM, CPC or CPA). Use it to compare placements and networks with each other.
Revenue per 1,000 page views. What a slot earned per 1,000 page views, passback included. It is the number that tells you whether a setup pays, because a popunder capped once per visitor never shows on every page view.
CPC and CPA. Price per click and price per agreed action (a sign-up, a sale). An advertiser on CPC or CPA pays only when that event happens; the publisher's eCPM then depends on how well its visitors click or convert.
Floor price. The lowest price a seller accepts for an impression. Google Ad Manager calls its floor settings pricing rules and notes that a badly set floor can lower fill rate.
Public floor. On Lana Network, the minimum CPM an advertiser must bid for a format, country group and device. The full table is on our advertisers page; for a popunder on United States mobile it is 0.60 USD as of 22 October 2026.
Net floor. On Lana Network, the floor a publisher sets on each zone, in USD per 1,000 valid impressions and already net for the publisher. We only sell a visitor when the bid clears it.
Soft floor and hard floor. Terms used by ExoClick. A soft floor also lets CPC campaigns compete, so the floor is not guaranteed; a hard floor lets only CPM campaigns in, so it is.
First-price auction. The highest eligible bid wins and pays its own bid. In a second-price auction the winner pays just above the next bid. Lana Network runs a first-price auction above the public floors.
Filling the slot
Zone. One placement on a site, with its own tag, format, size and settings. A site usually has several zones.
Tag. The code a publisher pastes on the page so that a network can decide, visit by visit, whether to show an ad in that zone.
Fill rate. The share of ad requests that received an ad. A narrow buyer with a strict floor has a low fill rate by design; what matters is whether the unsold share still earns through the passback.
Passback. The code a network shows when it decides not to buy a visitor, so another buyer gets the chance. Google documents the same idea for its own passback tags. We cover setup and checks in what is a passback tag.
Fallback URL or alternative tag. A network's setting that loads another URL or HTML when its floor is not met. Same purpose as a passback, sometimes with less control.
Waterfall. The order in which buyers see a visitor: buyer one first, then buyer two through buyer one's passback, and so on. Two buyers is often enough. The setup is in how to run two adult ad networks on one site.
Frequency cap. The maximum number of times one visitor sees an ad from a zone in a window. On Lana Network the default is one ad per zone per 24 hours, adjustable from 1 hour to 7 days.
Traffic quality
Valid and invalid traffic. Valid traffic comes from real people; invalid traffic (often written IVT) comes from bots, data centers, loops and other sources an advertiser should not pay for. Our traffic quality page lists every check we apply and what happens to a flagged impression.
Data-center traffic. Visits from hosting and cloud networks, where a real mobile visitor almost never comes from. Most networks filter it before an ad is shown.
Geo and country group. The visitor's country, and the groups prices are quoted in. We use three groups: United States; Canada, Australia and New Zealand; and the rest of the served countries.
Tracking and measurement
Click id. A unique value the network adds to the landing URL for each click, so a later sale can be traced back to it.
Macro. A placeholder in a URL, such as a click id or a zone id, that the network replaces with the real value when the visitor clicks.
S2S postback. A server-to-server call from the advertiser's system back to the network, carrying the click id of a conversion. It works without cookies and is how a network learns which placements produced sales. See S2S postback tracking for adult advertisers.
Cost per payer. Money spent divided by the number of people who actually paid. For subscription offers it is the number that decides whether a traffic source stays.
Getting paid
Settlement. The daily step where valid impressions are counted at the price paid and invalid ones are removed, before the earnings enter the hold.
Hold. A delay between the day earnings are booked and the day they can be paid, used to remove invalid traffic first. Ours is 7 days.
Minimum payout. The balance you must reach before a payout. Ours is 10 USD, in USDT (TRC20) or USDC (Solana), as listed on our payments page.
Net7 and Net30. Payment terms: earnings of a period are paid 7 or 30 days after the period closes.
Prepaid deal. A fixed price agreed in writing and paid before the traffic runs. On Lana Network the first 3 days are paid before the test, then each week in advance.
Ownership verification. Proof that you control the domain you add, by a DNS TXT record or a file at the root of the site. On Lana Network a site goes live as soon as the check passes; sites whose name or content raises a flag are held for a human review.
Frequently asked questions
What is the difference between CPM and eCPM?
CPM is the price an advertiser bids or pays per 1,000 impressions. eCPM is what a placement actually earned per 1,000 impressions, whatever the pricing model, so it lets you compare CPM, CPC and CPA traffic.
What is a passback in advertising?
The code a network shows when it does not buy a visitor, so the visit goes to another buyer instead of leaving the slot empty. It is how two networks share one placement.
What does a payout hold mean?
A delay between the day earnings are booked and the day they become payable. It leaves time to remove invalid traffic before money is sent. On Lana Network the hold is 7 days.