Ad Serving Platform: Describes the technology and service that places advertisements on Websites./ R& n, a2 y$ \6 p5 j1 B( ]" j) c; `7 G
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). 3 J6 F+ j) [# H+ N0 e2 t: q5 [& \2 Y. Y& M& {! x* m* K0 {' u* v
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. : O$ P3 S8 N( q B; W6 S8 X5 b7 _5 b# H+ M5 d( z) ^" b7 G, s
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… $ x; k- R" h; X2 u5 o/ i+ f4 q' S' \
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.2 t# n/ H6 P( B8 Z6 ^+ Q
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. " C1 W* r& l0 u/ V$ k- _6 ]4 l3 G& e% P" S5 I7 K
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. ) @- r4 i1 u K/ y l6 { + v, v" t1 B: ?2 Z' P1 ?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.$ z. ]8 Y1 I+ U
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. % w% `) ^" ^9 q6 D: t) Y2 F% k% [$ Z7 @! e7 n
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.8 b: ^7 i7 O1 A& d5 W
2 A/ h5 q% z) C& }5 p C, E* y( u& CeCPA: 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. ( G- s$ t2 N; d3 z. F% |8 e; b& S) }* {: @" 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…)." x0 K3 l/ q9 Z6 ?
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Footer ad: Is located at the bottom of a web page. 6 {. W9 y7 G! 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.( j% x4 _8 W. W+ o6 o1 e
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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. " \( f, f. g( o& z( c% C2 @% q! j; ?3 s9 y1 @9 W. Y" e* y
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). " d# A' \0 D7 {; ^% A3 d4 F) Q+ _* \$ f2 {* I! @4 d6 y, Y( S7 {6 U
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.$ t4 G" Y% g0 l. z) w! m6 e
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Insertion Order: Is a written authorization to display advertisement on Website(s).. m( \ z. L6 f0 A9 o( E% {
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Interstitial ad: Is a full page ad displayed before or after an expected content page; G! x# o* {6 v( B$ g {+ y" n
; Z2 o+ M, U S1 m/ lIn 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). . H+ W! j7 n6 z# J& H% e& R% j1 Q$ \% L# G' U9 m6 b, e6 f8 }
Keywords: Search terms or phrases targeted by the advertising campaign. ) J+ W+ X" q; d1 G/ U# i' ~ 2 C$ L8 X1 j4 O8 B$ VLanding 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. D% n5 h. q8 s 9 Z4 j( s( \8 a" \: h# m% ^2 p" ?$ xLinking Text: The text that is contained within a link.( i( B N k$ f P/ @$ }
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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.. o+ J2 U, J/ I- B$ r6 w+ y3 C! x9 I
) w" t4 b5 [- g! uPay 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.6 u9 R4 _ z2 J9 T
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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. ' n) ~3 h: j4 E2 S) s+ G
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 6 Z# P% U# [# G! G9 r " ~% b/ \9 R+ J/ o- APop-up: Is an ad displayed on top of the page visited by the surfer. s9 ^2 p% |/ f# t B8 o( d* [ 5 P1 t2 c0 C& a- j4 [9 g hPop-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.* p8 z* E# k6 L: f8 T1 Y
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website., k' w' t/ J; j# H
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).4 {$ B5 Y* y0 n* ]/ K
( Q3 T# E* a; rPublisher 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.5 R2 g8 X$ @+ U# }5 g/ H5 w
1 b+ Y3 [7 V5 d& h, ARank: How well a particular web page or web site is listed in a search engine or advertising results. , p2 F' B$ ?1 a8 u! Y+ } i# A, m) ^* @+ g4 Z- [7 S
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.$ Q, S; p3 a, ]# t4 F/ W
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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. 1 z4 h/ G5 J3 I2 C$ u6 ^8 L, f G - \! r# m' P& n( p' i0 a" sRevenue 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…).& M+ E) g6 S: ~: k" l
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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). + b7 R- W* M8 k # N6 G% `5 X! E# ]" UTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.2 k" {- x' L: d) U4 s
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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.2 A6 @: d2 e7 S- ^7 H# I
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