> ## Documentation Index
> Fetch the complete documentation index at: https://docs.concord.ad/llms.txt
> Use this file to discover all available pages before exploring further.

# Glossary

> Concord's vocabulary, and how it maps to what your advertising platforms call the same things.

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](/integrations/tiktok/tiktok-management#pause-archive-delete--the-distinction-matters).

**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](/features/campaigns/managing-campaigns#audiences).

**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](/settings/roles-and-permissions).