Ad Serving Platform: Describes the technology and service that places advertisements on Websites.! c2 B8 \% r( f, }7 b C. `
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).: T5 n! U1 j- |& c6 K p' ~
( `$ |" L- m) QAdvertising 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. " F) H# O Z$ ?: f7 q' e- Y- @5 ^, S: n$ q6 e5 U
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…' b4 S" u5 ~% |/ |
' R5 x+ F/ s5 k0 E4 g( RAdvertising 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.) X4 o$ U# @! g( _! l
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. + p8 _/ S. B5 { [, G ! }3 c7 R- |9 P( k1 _7 fClick 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. * j# G* K8 [- o/ s* `: }& q ; _! o. l6 m- W+ g ? kConversion 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 U/ b- R1 C+ s/ T) A; p' u0 X
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 9 \* Z0 C! S6 _3 H: j3 C % F9 F. C- n" W" U0 WCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. & J( V6 S: Y! s9 W7 p5 V* l, Q- w# ]2 y1 Q% N
Creatives: See “Advertising Materials” definition. ( i- |, D) a9 E! E8 g3 V9 Q7 p- f6 L7 w ^$ m P0 q. L
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.* o9 I/ s7 ?3 X& ~) U: b
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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…).2 B: D( M q4 a+ m8 d7 H' N
4 P/ b8 T4 c+ |& IFooter ad: Is located at the bottom of a web page. - f" B( y0 l& x
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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.* I3 L; c) m& E) L- o
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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.$ e' y% J4 O1 N4 p- g4 ]' v
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).9 p9 m P9 w/ v, j. [. j2 O; B
9 e; R/ Z! v1 m4 kIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. % ^$ q2 L* V# O + Q! c/ S0 J/ b9 H* P0 o" u9 qInsertion Order: Is a written authorization to display advertisement on Website(s). " b, Y) R' L v/ I! N, W 2 z1 c* d" A% h1 z3 [2 l2 x' y7 WInterstitial ad: Is a full page ad displayed before or after an expected content page+ P, |6 Q. }5 v W/ [& J
3 _1 `* }& q# ]) N+ k0 o0 nIn 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). , v M% r) R% [7 v4 o$ L/ A) f% V2 P5 Z1 ~& E9 g6 F$ N2 D+ i
Keywords: Search terms or phrases targeted by the advertising campaign. & k U0 E5 d6 ^ $ Z2 |5 V' C/ w: f/ c/ ^% |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. : R2 E+ l9 B/ ^% F, t1 Z# w1 Z2 j3 U( ^7 ?& y0 d
Linking Text: The text that is contained within a link., n) p' l6 ~; t, [
' B6 E( n" [. |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. " @, V$ ~3 P+ E' z9 E0 J6 U+ `7 z( b/ d" {# j: k" s+ ?! _
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.7 f c- l( z9 ~
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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. 7 W% S+ S+ f; U M+ X2 m( h
3 _2 S% Q" `) |) w1 I# HPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.! @$ @4 M8 [) M/ s# N6 _
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Pop-up: Is an ad displayed on top of the page visited by the surfer. ) N$ P6 M1 q+ Z/ @) e% d5 } 2 o0 |& }: p1 a* ePop-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.) l8 f0 z: a$ _
r: {! s! u$ s4 ePositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.. C" N" J' F7 R/ D" ?9 p
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).2 k' Z1 n6 x4 ~, h
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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.- ]* c' f4 I7 _
8 A1 }2 Z9 v( t Y" Y; p9 NRank: How well a particular web page or web site is listed in a search engine or advertising results.! x6 {/ n2 Y; ]8 _! ~' D
& P- p) M" s5 }6 H, \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. " a3 X; E3 I& e# [5 E. q- K8 Y& |' a% z
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. # G% W6 D6 \9 f( u; T/ z$ S% @2 k " p8 ?3 y6 O# z( _6 p F# \# J KRevenue 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…).2 t& M" z# q5 Y
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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). * r R4 f5 E. i9 ?. p2 y: u! H) ?+ |# T1 L
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.8 L4 o* n3 I- A" p: D: t
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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.4 w% z. s' f3 f* @
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