Glossary

Concord’s object names do not map one to one onto every platform’s. This is the correspondence.

Concord objects

Term	What it is
Workspace	Your organization in Concord. One team, one set of shared instructions, Skills, brands, and history.
Brand	A marketing entity, created from an advertiser or ad account you put in scope. The top-level organizer.
Media plan	A group of campaigns sharing an objective, budget, and timeline. Sits between a brand and its campaigns, and is the main working surface.
Platform action	The reviewable unit of execution: a field-by-field diff of what will change, which you approve or reject.
Skill	A reusable instruction. A named rule your team writes, scoped to the workspace or to brands, loaded when relevant.
Advertising Memory	The memory layer as a whole, and its historical half: the campaign intelligence Concord builds from your synchronized accounts.
Instructions	Standing rules always in context, at workspace, brand, or personal level.
Scope	The set of advertisers and accounts the workspace can read and act on. A hard boundary.
Connector	A connection to an advertising platform, a measurement tool, or a workspace tool.
Targeting list	A named, reusable set of targeting values your team owns.
Automation	A task that runs on a schedule and puts its result on the run.

Campaign hierarchy across platforms

Concord uses each platform’s own object names when working on that platform. What differs is the number of tiers.

Concord / DV360	Meta	Google Ads	TikTok	Snapchat
Campaign	Campaign	Campaign	Campaign	Campaign
Insertion order	—	—	—	—
Line item	Ad set	Ad group	Ad group	Ad squad
Creative	Ad	Ad	Ad	Ad / creative

Two things to note:

The insertion order tier is DV360’s. Other platforms go straight from campaign to the targeting tier.
Performance Max on Google Ads has no ad group tier — the campaign holds asset groups directly.

Terms that mean different things in different places

Advertiser. On DV360 an advertiser sits under a partner and is what becomes a brand in Concord. On Meta the equivalent is an ad account. Concord calls the Concord-side object a brand in both cases. Pause versus archive versus delete. These are not equivalent across platforms, and on TikTok a delete is permanent. Concord defaults to pausing whenever you ask to stop or archive something. See TikTok management. Audience versus targeting list. An audience lives on the platform and is referenced by Concord. A targeting list is a Concord object holding values your team maintains. See Managing campaigns. Owner. In Concord, the person who created the workspace. Unrelated to who owns the platform accounts.

Roles

Role	Scope
Owner	Created the workspace. Same permissions as Admin. One per workspace.
Admin	Team, scope, shared instructions, and workspace Skills, plus everything a Member can do.
Member	Day-to-day campaign work within the scope admins have set.

See Roles and permissions.

Getting started

How Concord works

Reference

Concord objects

Campaign hierarchy across platforms

Terms that mean different things in different places

Roles

​Concord objects

​Campaign hierarchy across platforms

​Terms that mean different things in different places

​Roles

Concord objects

Campaign hierarchy across platforms

Terms that mean different things in different places

Roles