Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 0 k* g/ d! Y" ~( ^+ c0 T/ sAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s)." L8 e* G- E- J$ C1 U! R
, M8 \! r. i* RAdvertising 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. ( z% C% v1 P2 \ 5 q1 g7 V& C7 m cAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…% W' s* M8 h( p; ?" T$ b% J% x
& T. ^9 ]1 w7 `/ g9 j4 E6 TAdvertising 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.5 D! [3 M& H" }8 K' n
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. - V8 s! ?" G. z/ {1 n# g' Y# K9 T5 y
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.: i& y6 q0 B9 d% V
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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. 8 \+ T7 c; U" k" y& m: M# D# v. `
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.9 {8 c9 b8 v! W4 _) c
. @% O1 b+ o+ } V! @Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 6 _- M' l4 D" K& q+ a5 A R; S0 T4 M. @% I: d2 U
Creatives: See “Advertising Materials” definition. + t+ @ m5 d- J# T7 [2 I" |" i+ |6 m1 y: _; j( W1 u
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.3 x2 t, o+ a2 k9 v0 Z
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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( t/ {" u: Y: l/ r& V4 j/ d 6 x, L; o# }1 Y# ?& R( V: rFooter ad: Is located at the bottom of a web page. 1 y; |3 R! O& O$ q, {' w
2 B+ Z1 @2 K* b" W' kFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 2 A# @2 F! x- r/ O# T3 p" h5 F- N2 \& g0 N8 o% e
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 C; v. P2 B9 A" @# U& a1 ^6 n! Z" w. C3 ]
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).& A, c5 G0 p3 d! r# m# ^
; r8 n6 |( `4 sIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.9 u$ @! H; c/ X5 T( A5 f: }% q
$ H. P! s+ n' N/ ?7 i* h: ]Insertion Order: Is a written authorization to display advertisement on Website(s). ; {9 t* m( Y: {; K0 L 6 S3 C, k" c1 o/ _Interstitial ad: Is a full page ad displayed before or after an expected content page; m- I% }; Q' T( ^; I( n
4 \( }3 N" ?' X# F8 x3 tIn 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). 3 x+ h$ l @9 i8 l+ H$ U0 _' ?+ p% z
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Keywords: Search terms or phrases targeted by the advertising campaign.5 _& x( p! d ~+ L7 }& C* t
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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.- J1 l0 R9 j& a
7 h- @& N. F8 ]. J- D2 J8 Z0 gLinking Text: The text that is contained within a link. ' Q$ a% ^, Q$ N2 C: W) Y& l$ O( f3 F6 }& L! D) r1 Q; ?
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. " L3 s5 L; W: W6 @0 D- L$ e/ \! n( d% c' v( o
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.- e( {/ c9 e" 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. 4 i5 p2 Z7 M& } R* D
6 |, O+ M) m7 F$ r4 TPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. V: ^# m9 S. @3 c- d5 [% Y9 q& {
" I) R4 f, Q. [/ Z( @7 xPop-up: Is an ad displayed on top of the page visited by the surfer.' e& Z# j" L1 v+ B8 T8 M
% G9 o% j" b) x5 F8 [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.% \6 P+ H2 l4 Q _
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.7 u, Q( f7 ]3 i
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).' v' q6 o# U* D& {3 _* X
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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. ' U( w2 r" K; x' P9 ~' W: ]$ P# n" L9 ~: e
Rank: How well a particular web page or web site is listed in a search engine or advertising results.- N1 s( M! n4 [' w g6 W6 i
1 q/ c5 t: w% W2 |2 BRetargeting: 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.1 I! Z# ?) q" b$ r) i$ M& y' t
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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. ; k/ W0 d# B- v y- D U8 v + p1 t3 a/ y3 G. D+ d FRevenue 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…).4 X8 ?" R3 A$ M
/ k0 |; b" u0 G+ HSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).6 M& v$ a( V7 p: u- u
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 4 g4 S4 }' n$ d# W1 ]( m) Q# x. E O/ n! o' O
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. # r( \8 V: |9 N' N7 W! J, A: e+ J # G4 \+ ]9 J6 y 2 u& a" n: l7 G+ N" _* s% q1 ^
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