Ad Serving Platform: Describes the technology and service that places advertisements on Websites.- L2 z* t. a3 o# u4 k8 k; a, ~2 n
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). & C$ N0 O# u9 J+ `# H( o" F/ `9 t6 ` : W) Q( T3 h3 a1 R. c9 jAdvertising 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. 7 C Y; B" I+ X4 T$ E" G- Q3 f0 Q5 f' `9 m! |! k0 n* h
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…' R0 d2 K9 h$ I* V9 V) {% t
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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. 8 X9 t$ p( l- j) s- @ . T+ p7 H; s* N5 ~ DBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.) ?0 M! M$ `( ~) ?2 H4 r7 P) t
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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. ! Z# U3 o* E$ g( P- K1 c% ]9 ~8 Z, @/ {
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. : w. N' ?; r8 o8 w" ?9 b* k 7 t+ }6 y @3 _2 SCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ) a$ m N2 m( F9 {3 o. O. D0 f 4 ]/ ~' c* n" i. UCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.! B( v7 Q5 ~. T2 k0 G! A8 r
3 W, @/ Z$ I6 A7 f9 g' e, gCreatives: See “Advertising Materials” definition.7 A# n C2 X- M7 @- {( B! e
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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.6 J; y/ _3 ^! u1 W! _: B
: t7 I8 T t+ l! E/ z) hEffective 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…).' n8 A2 A5 [% s( y- }% C, @
: J3 X0 F0 i: @! o' L$ KFooter ad: Is located at the bottom of a web page. 1 l" p5 Y9 v% Z- l* X. Y! S, d ) j; {: I! e; O- M- I/ VFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.2 }+ p' G2 z3 K1 U/ n& h# F
* T, u+ |- u7 w+ kGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. 3 K( B5 g* k9 U$ U7 a6 \3 i9 o- j # q7 K L$ J' M% X- bImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).3 F) \; S- ?7 F R0 `" `# D9 n1 w: [
+ I# z* V$ |; g; X5 dIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request." k1 m% n. V' R: f8 U5 n/ ^5 J) {0 o3 v
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Insertion Order: Is a written authorization to display advertisement on Website(s).: @! I; u8 Y. d( L/ m2 f
5 q1 x s1 B. c$ K- KInterstitial ad: Is a full page ad displayed before or after an expected content page 2 i; T" x5 O$ N. b, q/ W , h1 b& V0 S# }& D# O& ], n( C, OIn 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). " o& B& b5 U) \" m* j7 L: | + I/ x" b: u+ Y" ?Keywords: Search terms or phrases targeted by the advertising campaign. 4 Y) A9 A6 M0 ]) l( ~ / }/ w" E6 L% {# _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./ P( |! |- w) H$ @+ W! ^7 |
8 D9 J. ]1 }! t: K7 Z9 [Linking Text: The text that is contained within a link. # l7 N& A: [8 R" r. O! K9 w) {9 [1 S* x# b
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. - N6 d: K! Q5 _ $ ^$ h/ y; I, z! t6 e$ c- wPay 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. 9 R; m( ?# ]8 P. n* E4 N' U6 g9 u* G0 { |9 k8 e
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 0 d4 H5 ^! `. ]) L 7 p9 o, |, m/ [( iPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.2 L0 `, I, K( Z) b" s) k1 R
# N& U# p4 \; z0 NPop-up: Is an ad displayed on top of the page visited by the surfer.# d" T4 ]" F6 m$ Y8 Y
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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. 2 R/ |3 b( t. e3 K# S( I, L9 c4 E, Y5 a+ h8 f; K; i
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ) i, x" Q$ ~* _8 {( p+ X$ A% s: F/ m% U0 E0 x
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). ) C; ]" u- }: r# A( j5 Y$ ~ . i y1 q- ]3 j3 e6 }1 vPublisher 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.' o8 o4 w: X0 Q6 b- R6 b, @
' V$ D% G/ [7 ?5 M. cRank: How well a particular web page or web site is listed in a search engine or advertising results.% b/ s, _" i4 ]2 K
+ P o W/ F. o$ M* K( K! PRetargeting: 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. 7 y% ]5 T% o9 g3 ~ 6 t. L' Z( G- \/ I0 [5 i( g' cReturn 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. & w4 W8 v! ^9 M2 t) p9 f9 O8 C6 O& V, n9 i" h4 k1 e
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…). 5 @$ e+ K7 ~) S! o$ o , V+ g$ P9 e, V* U8 W* P. MSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing)./ a4 N; i3 i0 R- F* s% i1 V- e$ z
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.2 `# {, I6 Y4 [& U8 i% |
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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. 0 l3 q( K8 ?1 a, U6 i" k3 e ; Y- H% Q. B4 c v6 W% ~: U `0 U K
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