Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 6 k; j$ r9 H! g3 VAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).! c4 Y0 }- P# U# U8 ~( u# ]
, r4 {' `3 D6 G/ z) J! ~Advertising 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. 9 Z d) m5 e6 U+ b9 V( {; K* D+ w3 J4 R1 p- g! O' B
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… # ^& C i! i* }% {. t+ {' L & M$ u3 Q, E8 |' M" vAdvertising 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. " ?1 |, o0 {$ d/ ~1 Y; ^ ; [3 n6 }4 [- N" c7 ~Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions." S9 T; V9 \# S8 \! V" Q
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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. 8 t! t( [7 R- O h* @; b$ v) B: x T& t4 s4 t' ^3 F
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. 6 N$ b: V3 t4 c 9 b3 O/ J4 U T; |Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.. p3 U6 R7 s0 U. ]
! x9 E( m j; E& _. m5 cCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 8 k$ t0 G& a# l" r2 D, J8 ]! F2 Y) ?( T* ]: _: v6 D, {
Creatives: See “Advertising Materials” definition. $ g* c& L3 n8 I7 U . M/ w) b* `3 G. k7 \, qeCPA: 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.- I! S' t& Q1 z7 @
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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…). 4 F0 q% J9 `2 k$ A/ b7 y ' d# Z! U( O* mFooter ad: Is located at the bottom of a web page. 5 e6 \" t+ k' ]7 N- r
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.& T4 R0 d5 K: x5 m% E
2 d6 `7 d3 X5 V% WGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.- N% n% n1 n: _: c" o9 E7 x
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). % s/ h7 \' o% A: y 5 a1 ?4 T: P2 F; e4 v5 {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. # o! w8 x# `* ?& R* j7 ~+ e( U6 z, R9 c$ j( R: t" H( H$ X
Insertion Order: Is a written authorization to display advertisement on Website(s).1 Q' P, d+ ]! k/ e( U8 B4 m
# w4 x/ ]1 T9 ^2 [0 R4 b7 GInterstitial ad: Is a full page ad displayed before or after an expected content page8 P6 v' f' u" C ~
9 w/ v# Z/ Y7 w$ |; QIn 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). : }( p7 H' W4 h$ _) J. Y& c2 D: Y3 J# f# J" B* K
Keywords: Search terms or phrases targeted by the advertising campaign. O+ C' E. p! u9 y
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Landing 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. - \0 d0 M4 p2 Q. w* _4 \# R ; r1 Q W4 A* F/ q5 y) A. ^Linking Text: The text that is contained within a link. ! }! w# d3 C+ |: b: ~+ c" O v/ J. ]8 s0 lNTV 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.+ t( o7 t% F2 k6 v
* j5 D# r- h B3 D9 h8 a6 @! OPay 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.' b) P2 ]: g- g- M3 z
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Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. . M' P2 i( m% y8 s* J b! M2 Q
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 5 h' n, [' M: d$ v: u! i3 y% e* q6 ]% j4 j
Pop-up: Is an ad displayed on top of the page visited by the surfer. ! ?5 L3 o e# @& C( h1 P! Q7 r# i2 i7 w( _1 z
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. 3 W) ^# h& X5 N- \. {5 S) H3 G 9 a0 g1 l [4 Y5 UPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. & V( f" }6 u2 E, s ' Y; K; i+ @) `+ X$ r4 `# N+ T9 QPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).2 U3 w8 P6 N5 M; X
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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.( ^3 f3 M$ @; Z: ?8 a; M6 {
" f9 U: H( e# KRank: How well a particular web page or web site is listed in a search engine or advertising results. 2 z' q) a' O% Y# G; _+ g2 p$ c0 ~ ) Y8 [' }4 }9 aRetargeting: 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. 8 i6 D: `& s7 n. X& {9 D + S+ i$ d1 N9 g( @. }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.3 x! X3 e# d. O, j! j9 A2 `
( p, G1 y5 j/ x8 DRevenue 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…). ]+ T; I$ q' Y' V
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Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).- ~5 w" n9 M& }9 N7 Y( B9 k
6 {% L, ]" e q% O7 t; XTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. , U$ j- s5 P8 l1 ~; l1 `: f* s! x5 t. l. l h% ^' E" P% q% U6 c; }
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. 0 `3 ~- _( y; c; V% j- U; Y+ z& s1 T6 \) ^1 J
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