Ad Serving Platform: Describes the technology and service that places advertisements on Websites. * Z5 ?$ L$ `! ~* U- |7 c$ dAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).$ z" g! R; `# w
- ]1 v h/ q8 F% cAdvertising 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.# K( Q4 S( F4 h
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… \* b ^) s% ]" Z$ L, z; {; {, @- B
4 |" v4 M) c1 U& FAdvertising 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.$ S. I8 G& @9 o
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. & s# J# H0 j @8 q6 M4 b & M1 T, l8 \- j! d, l$ L/ }" NClick 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. # L* B$ L- o% I. a( I% r& T8 x3 p. v4 h
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. 2 \$ E3 O4 s& Z o8 z1 f; z* ] Z$ N5 l4 G/ i9 o: f
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 0 G! B9 g: V- X$ s k7 Z7 `( U # w6 y. U0 s s F* b' `Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. * d6 m# t2 q/ o+ \1 }- u % _# j! `0 C$ `5 Y- F" m+ NCreatives: See “Advertising Materials” definition. , l( t! {# y4 E7 N6 y, I6 U8 d2 B3 }) u8 A# I
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.' o; e o( H v
m. T: N* {# ~* gEffective 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…). b: V! [. [. ^; q2 g* Q0 l& ?3 P* g+ _
Footer ad: Is located at the bottom of a web page. , i/ u+ W! t$ L7 M5 i/ Q6 G: v3 c" h. x' x0 a
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. . p) B, E4 r$ H& }7 [6 o - L) `8 e0 m! [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.. `1 D [/ C q, W$ s s
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ) W$ K* D( l- ^7 I+ V4 j" f/ `* a; a" T
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.6 q$ D! l- k" G2 w# _* P; e
) E) W }6 _# L* ]! J$ v8 sInsertion Order: Is a written authorization to display advertisement on Website(s). * T: E0 P. f7 q D' V) U0 \ ' B8 M& w( f8 eInterstitial ad: Is a full page ad displayed before or after an expected content page . o9 K, v6 G3 G8 l & u& e) q/ x9 sIn 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). - e; a1 S* j9 Z: M# S2 d5 L; x8 k, R- y8 |4 ~+ u0 G" T
Keywords: Search terms or phrases targeted by the advertising campaign. & o5 ^* ~$ B# G+ M2 L+ L! t; P+ C1 O0 S- D
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. d5 c7 J& c" q! V. ? [! q+ {. n# g. N+ _% e
Linking Text: The text that is contained within a link.; W0 Y- r3 a5 ]2 \! X, w: D
* @5 E# L) `. M: R! ~ 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.; @ W) {0 E1 ^+ m" r
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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 |8 f* y( q3 w; `8 W0 X& p6 c- w+ q( U
, B9 u6 W! k4 `' \Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. % f2 k9 d8 }$ N" P$ A& l 5 ]6 A; [$ I) C5 gPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 6 k9 w* C0 P9 e8 A( ^ Q 5 K/ r: m. z# g, A- JPop-up: Is an ad displayed on top of the page visited by the surfer.) Q' t# `" G; }: l, P
; i6 V6 [$ m7 C& f' S+ d5 LPop-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. : G6 H2 f! ~- R) ]. N- N ! L" l. J. `6 e1 }. t; _9 C( r- IPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. & n, M. ~& z$ Y- P! z; @9 g2 ~ & Z/ a6 E/ A! gPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). ) v& C! M* n( J' u' [% Q- k/ e+ H$ C* C- n
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.6 o. m2 K/ F) r4 j* H7 M
c: T: J7 {+ h& {) rRank: How well a particular web page or web site is listed in a search engine or advertising results.0 A4 s4 s3 k) ?5 G5 F8 y
7 J4 G" e0 a' K4 d5 NRetargeting: 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. , _5 I+ s+ a, s3 x' `3 I 5 X5 v( r" ?2 h! DReturn 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. R# I1 D9 r3 B
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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…). 8 r& p1 ^7 c% W1 ]( w) } 4 f/ j4 H+ L- `! Y% x2 T/ \: HSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).& X% v) p. N( k/ s( \
; v% T* T$ f% o& wTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 1 ]5 p: W6 P( h, x( ~7 Z$ ?0 s8 s# E: c u# w- {: ^
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.; o" N' U- Z( S& I8 n1 I5 T
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