This article will cover the following:
CAKE Terminology
A lot of digital marketers are familiar with these terms, but there might be slight nuances to the way they are used in CAKE. To set a foundation of success, let’s review some important CAKE terminology:
Entity: An element in the CAKE system that has an associated ID. There are 6 entities in CAKE: Advertiser, Affiliate, Offer, Campaign, Vertical, and Creative.
Vertical: An Industry used to categorize Offers (e.g. Mortgage or Retail)
Advertiser: The owner or broker of an Offer(s)
Offer: The product or service that is being advertised to consumers
Affiliate: A partner that helps advertise Offers through various channels and mediums, commonly referred to as a publisher
Campaign: The relationship between an Affiliate or SubAffiliate and the Offer they are advertising
Creative: The advertising assets Affiliates use to generate traffic to an Offer
SubAffiliate: The Affiliate of a Network in relation to the Advertiser
Network: The relationship manager between advertisers and affiliates who helps facilitate supply and demand for campaign traffic. Networks broker deals between the two parties and charges a percentage margin to advertisers as their fee.
Buyer: The purchaser of lead data in a lead generation campaign
If you have any questions, please reach out to your dedicated CAKE Client Success Manager/Account Manager or contact the CAKE Support Team at support@getCAKE.com.