Ad Serving Platform: Describes the technology and service that places advertisements on Websites.$ X: ?/ D, Z- x3 Z
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). 7 g2 N: m" E9 _! _ 6 ?4 [" B5 g- RAdvertising 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. / e i4 F$ _1 \. Z0 d$ ?- p! v! Z. {# t9 k3 I
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… # E# l% H$ d3 A9 ]7 P0 j; V$ B1 x6 I: w9 b6 }7 u) l
Advertising 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.% R/ K" s2 `) X% R1 E! U, n0 ?: Y. Y
/ _! s7 O- i" z! u- K2 F& \& H' ]: tBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.6 S3 ~8 g/ f( T( I# p, U
5 W- x, \6 l+ X) K5 l$ hClick 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./ R6 h6 L6 t8 `/ g
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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. 7 z* p. r4 e/ {; I( t! G/ c# [- V3 o/ c. N8 q5 p6 w) j, o1 @$ n2 f
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.9 l# D6 J8 o3 V) n t; X- W' W6 h9 y( s
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Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.2 O0 A" T5 m# c; w: A- H: }9 S
% h L1 S7 V8 f6 dCreatives: See “Advertising Materials” definition./ \. W& W4 N- S4 X: P
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eCPA: 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. ! m9 Y+ p( L- o! L0 t( g! X) I- n8 ~5 J
Effective 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…). 0 I6 m! p0 a1 n 1 E1 T+ l0 h) h# ~/ Y, IFooter ad: Is located at the bottom of a web page. 8 ]& _' @6 l8 |! A) L4 c. y 7 m% e. \- `3 ~4 l# p3 v- P% sFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. : V% L: W I; \% r. B% B5 w0 C( w: |# [; x; ~# N
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., F f! B: g+ A# M# b
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 3 o/ V1 d% R+ Y; |/ ^* m& \$ O% P. A, T+ I* x
IM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.0 |' U6 U, _4 o
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Insertion Order: Is a written authorization to display advertisement on Website(s). ' O. y3 m& a+ |; x; s8 E3 y 4 X' a- g' g7 Q S" V9 d, n8 H! bInterstitial ad: Is a full page ad displayed before or after an expected content page # r4 s* J3 |/ ^/ \2 y) J ' \7 p1 o8 z1 m8 UIn 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). 3 o* G# p/ i+ ^! e, O Q/ L/ o$ O/ n, p
Keywords: Search terms or phrases targeted by the advertising campaign.% I: M. t+ Y1 j8 c5 D& n
) O5 r& w, A: `; E3 r! OLanding 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. 9 x1 Y- n4 _: O. b- p9 k0 D& p- y( {1 B & ^& o9 @4 f) N! H- Q9 j, bLinking Text: The text that is contained within a link.4 Y4 A! m# D9 W% X; W1 l- {
+ v! @3 F& v( }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. ; e; D! S/ ~9 b2 c: h; w, ~- O$ X# Y. ]- q* H
Pay 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. / h1 c" v% I( G9 G+ T) i9 m5 h5 m' }
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. % y6 v* H; f& J' m/ ~! j - x/ ~+ }9 e- m& v- W4 T7 z$ L& YPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 0 [# q( g0 Q' R, v4 w1 g9 q$ V, h$ \
Pop-up: Is an ad displayed on top of the page visited by the surfer. # B) G' A' m! q) K+ O( x: X, d! C) H& |
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.& F* i* @& U* m
2 R" `9 f1 S+ B7 y$ y" lPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. * B0 Q; m- G8 b4 f7 R( Z# y k9 o, b$ i
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). : [+ O3 j5 R+ y7 r& x5 M7 r6 u8 o5 u$ q p8 x8 s8 P
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. + u% K" i4 \$ p * T+ f) V; x& i) y! g3 P8 xRank: How well a particular web page or web site is listed in a search engine or advertising results.( n& _+ k( s' C) K
- b. O1 S4 B( F) E0 V- \5 _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. $ k$ k6 O* ?8 y, |3 ?! g4 G$ _9 L6 A
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. * }* }- S8 j! ^3 T! Q- K1 X + e7 }$ V% t6 f, i% V: iRevenue 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…).$ H/ k0 A0 m2 Q" F* Y. k8 n; Y8 ^+ W" i
! Z& a7 m/ F3 b) G! ESearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). . y0 Z6 [; A5 e; j7 Y- }$ s: m% ?9 J u3 U; M
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 7 j/ i( {/ {2 R2 y w . q7 b$ a) X$ L P8 x' GUnique 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. ) j( R* f# R& u M* D& B5 }* ^ : G0 p4 }9 i3 {2 i* |- a; C: D: k3 K, p' U5 _3 V( D
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