Ad Serving Platform: Describes the technology and service that places advertisements on Websites.8 y& x8 D3 @! Z4 W3 a2 ^! N: A
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).! k* V9 ~ }+ j& Z8 k; M
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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. , d" _& Y( l( |8 s- U3 h. y; q' a. {# X
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…1 @( A4 G% }5 v/ G6 y1 J
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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. 6 r4 S# V& ^' T8 ]$ U; ]; a , A) P, f$ f& f5 F, PBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 3 d" `4 M5 V" N; l3 l8 G1 b! j5 J3 D - L, d p! B$ @6 j) _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.: s+ p9 ]: Y4 a
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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. . T7 n' |: r1 x * @ j7 ]" s* l" [; @0 T: v- dCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. # f1 @5 C4 ^4 U9 _1 i: L$ C! s1 w o( w6 L2 P/ L9 U
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 6 G( T4 F& c9 m: T4 @: o" Y* Y) }9 O. U" k
Creatives: See “Advertising Materials” definition.1 V. \5 G9 i5 U) R! N& l
: D& o+ u( ^1 peCPA: 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 A, x n$ o4 }
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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…). % i% ^$ a L) D, s 6 k: g" @; ^1 o O7 [1 L- h% e: LFooter ad: Is located at the bottom of a web page. * c- K- A7 e0 G6 A# Z 8 |1 _+ M/ ~* r4 H& d, zFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.- J ?# X2 C9 H) k
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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. ! p/ }) V8 M# V, h / u$ b5 o( Q' t3 q' [Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).* O7 |8 X o& m
% x; g0 d d2 v# XIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. , V, [; T4 i4 g+ m( B4 H3 y& ^) X- H# ^% _2 j. n" s4 a/ f
Insertion Order: Is a written authorization to display advertisement on Website(s). 0 W1 C' H' T: p/ O; C4 [) m) R# E" a2 G( P/ R+ K- i1 M7 {) s! n
Interstitial ad: Is a full page ad displayed before or after an expected content page9 Y2 q2 `' o1 O9 p2 F' i8 Y9 [
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In 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). - {% C& Q+ o w. k& r7 u
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Keywords: Search terms or phrases targeted by the advertising campaign.# K Y) c7 B5 W" w- {9 p+ @& w$ [
& k- v; y& r3 c) n' g7 U3 x$ @! NLanding 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.+ n' ~9 P3 y4 G3 g) U3 Q: @# j1 d! h
) U0 r0 h& b0 aLinking Text: The text that is contained within a link. ! s, S9 S; r5 n1 b 8 x9 h2 E) k RNTV 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. ) `/ z" `! Z Z " D5 N9 J/ B& o7 EPay 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. F* [" {3 T. O+ G
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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. % T7 M( @+ X, c& E
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.3 j, c3 V' J: m6 ^% P+ H/ f
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Pop-up: Is an ad displayed on top of the page visited by the surfer.% Q6 L* Q6 D( I) T- U
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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. @" s: [" |! D6 V
$ o( u2 ~) r4 k+ N: e+ n) @. m8 P yPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ' b5 R( E8 S4 z2 F2 E5 Y5 A9 {2 [5 C% j0 D+ |
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).' o" r" u2 S. S: A8 c
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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.7 R/ h# K7 L" F& I- }
) U/ u5 i0 H( O- R+ E$ Y dRank: How well a particular web page or web site is listed in a search engine or advertising results.& h: f7 f0 t6 T* W" X
* ~' Z1 H w) ^7 V$ ]+ ?9 [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./ m: c6 v1 }$ G6 \' L& i% t0 J4 {
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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. + l: V/ }2 i" A: k7 b) O4 Y; ~& E: I3 P
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…). # q3 x& d: X; R7 `4 ~- e: T 4 E% u! t6 n7 d. o; ~Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing)./ m3 b. m! V) }) n) B
9 @' Z3 g |) U- }) F0 |, {2 }Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. _: Q) r+ |5 a
6 r( w: ?" N/ y, fUnique 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./ B6 e w. i2 T
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