Ad Serving Platform: Describes the technology and service that places advertisements on Websites.* D: s6 B! e2 `% G' ^6 e
Advertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).$ w; Q/ q4 ]! V$ j V- [. y5 M+ x
5 U/ \. F7 n# t) BAdvertising Budget: The amount of money that an advertiser sets aside for an advertising campaign. Different publishers allow for advertisers to set daily, weekly or monthly budgets. + J8 D+ U% z" d- j1 Q& U4 v4 B8 r6 l6 v: E" b4 {2 F3 p8 Z
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 2 y: ^+ R1 o8 K7 R' n5 n 9 T8 G* |1 l% R4 R# IAdvertising Material: Means the text, graphics, logos, designs, trademarks and copyrights for any type of advertising including, but not limited to banners, text ads, pop-ups and pop-unders created by an advertiser.5 h, J. ~3 g0 t3 Q" H1 \8 s
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 6 s5 Q: f$ f4 d8 r1 _8 N 3 z K ~4 [# a9 t- s* `+ \Click Through Rate (CTR): The percentage of clicks on a link. This is usually a percentage based on the total number of clicks divided by the number of impressions that an advertisement has received.7 L# o9 n% L. I+ Z
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Conversion Rate: The relationship between visitors to a web site and actions considered to be a “conversion”, such as a sale or request to receive more information: the percentage of people whose clicks have resulted in a sale or desired action in relation to the total number of clicks on an advertisement.; Y; F: ~$ D) J) V5 H# K5 P3 m7 r
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website." X% A5 Z4 Z3 G q: y* v
) P( ]5 z, x3 U+ z; V2 L) X+ KCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. ! J- p$ I; p1 K9 N 9 p1 G# c. [0 L# ]8 OCreatives: See “Advertising Materials” definition.& g9 O. Q9 z4 d- g$ n
5 D" U( b( h: Y7 IeCPA: Means effective Cost Per Action. It’s a business goal set up by the advertiser (which can be a sale or a lead) to determine how much he spent to reach that specific goal.4 D8 ]0 ^$ ?# G1 [+ ?
) W3 b; q1 a" eEffective Cost Per Mille (eCPM): The eCPM is used to calculate the effectiveness of an advertising campaign, independently of the actual pricing model. (CPC, CPM, CPA…).7 X/ Q9 d% i2 F( I- Q* \
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Footer ad: Is located at the bottom of a web page. 7 v* Y# S3 O4 e5 F2 }5 u a; y5 C, D. Q h6 U2 G
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 0 { n6 O$ o" j$ C2 |' v0 Y& W2 @0 k! Z7 F% k) l
Geo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.7 l: t- S5 g+ [: w2 Z( z, D
b P2 N8 ` s- N2 PImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ) d3 m* u3 D$ ]; n. r0 C. r % {' R# C5 k1 s2 nIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. . j6 a; @. |: \" l8 j' E1 z1 d) U, U( T: F# ?) I3 q z
Insertion Order: Is a written authorization to display advertisement on Website(s).3 d: O: q5 O |9 W1 X
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Interstitial ad: Is a full page ad displayed before or after an expected content page* Y5 }- A5 J0 y+ V- t3 v
9 N5 Y7 b4 r R, r- ?8 BIn Video ad: Is an ad displayed in a video player. It can be a pre-roll ad (displayed at the beginning while the video is loading), a post-roll (displayed at the end of the video) or an on pause ad (when the user pauses the video). + Z. h0 h. R h! U; ^
W5 q# K/ m# K/ W0 \3 }Keywords: Search terms or phrases targeted by the advertising campaign.; ^6 m$ V$ i% V: p
" i7 ]" Z) t+ [! zLanding Page: The specific web page that a visitor ultimately reaches after clicking an advertisement. Often, this page is optimized for a specific keyword term or phrase. / {2 c9 _2 n0 a7 q- m( {: a8 m, [ # m; X- K, J/ SLinking Text: The text that is contained within a link. 5 O4 h" Z9 o6 W+ G& B, a% c1 F0 G8 u' p4 y, c+ p" E
NTV ad: Accronym of Next To Video. It concerns specific ad spots located near a video player. It’s usually a square ad in 300×250 or 250×250.: a# o& k, z( B4 \# C; [7 g
1 p J7 x8 Q! j8 s: s3 w+ {' o- B# sPay Per Click (PPC): Advertising model based on a fix cost per click. Medias can be text links, images or even flash movies. The advertiser pay a cost per click and can target its ad to specific countries, languages, categories or keywords. + T) L+ w( D. R& u0 ~$ ] ; y4 O! I3 L& _! P4 {0 CPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 5 Z- u) ~( x ]8 G2 ]
: i$ u/ \4 [, G KPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.) k o! A8 Z9 {' l: _9 T ]
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Pop-up: Is an ad displayed on top of the page visited by the surfer. 1 x( B0 W9 s1 n3 M; r1 l( }$ ?$ V* ?; R
Pop-under: Is a full page ad displayed behind the page visited by the surfer and visible when the surfer closes the page he was viewing. , L5 M d' [8 S: i- t : Z# H$ K6 `2 R4 |) L$ rPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. + o6 O$ L4 k2 X" K* J 2 b1 z( R1 e; v! w+ e' APublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).* }. b! L0 W# f+ l- S
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Publisher Earnings: Means the total revenue generated by the Publisher using the Advertising Materials. Publisher earnings are based on the eCPM generated by the ad spot. h7 Y1 |. n0 v+ g' ?6 {$ O 2 E6 \. e4 p1 ~* MRank: How well a particular web page or web site is listed in a search engine or advertising results. {/ U6 x) R% E/ Q5 X) g% A' x& r3 M2 ^
Retargeting: Means targeting specific users who have already shown some interest in your product or brand. It works with a pixel tag which places a transparent cookie on users allowing platform to retarget them when they browse other websites.4 Y' P+ W$ I% C" ]8 x/ N
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Return On Investment (ROI): The percentage of profit that results in a marketing or advertising campaign. Naturally, advertisers want the amount of money made to exceed the money spent.# W; Z2 ]3 J1 Z( m9 {
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Revenue Per Mille (RPM): The RPM is used to calculate the revenue generated by an ad spot, independently of the actual pricing model. (CPC, CPM, CPA…). . t4 G0 _% e5 f) p1 L1 N4 | . F5 o, v3 K& rSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).: P8 J6 v+ G* h: L: S8 R: {
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.- @1 n6 u' ~! C
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Unique Click: Means the number of times, as recorded by ad serving platform a user visiting Publisher’s Website(s), as identified by IP address, clicks on Advertising Material. A click on Advertising Material by a particular visitor shall only be counted as a Unique Click once every 24-hour period. + x8 \/ N- ], X" R9 ?8 _* {, ^* a6 y& E- J' i1 H$ f
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