Ad Serving Platform: Describes the technology and service that places advertisements on Websites.0 ^+ C- p; k+ ~" w
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).- V3 J7 _% y; W# h. R: ~
( ?% ~5 O8 n/ W, t& g' tAdvertising 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. : A1 P* E2 B5 l! P C7 N4 {/ I( w1 u
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…6 }5 O% u& c$ C7 J9 f7 e
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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.5 o: ~2 P5 U- Y3 n0 @
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. * J7 r) G: ? b$ ~' N: R: p . ]3 h" ]) w, L5 N, xClick 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.% c7 R9 M7 K0 N
; u7 K+ W8 k$ L' I+ u# {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. ! G! `) h; R1 W / V7 K6 L0 Y0 U7 Y6 d# rCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. / V: G! y: k; b8 q7 M$ F) S1 F) o* J# Y0 J4 ?% F& T+ C
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. u6 w5 G2 p) @" }. U: J
. L) p& ^1 V. SCreatives: See “Advertising Materials” definition.$ s* H4 w4 G% ~
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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.5 M5 ^! ?4 p: ^- H
/ h# t7 U: A2 V! \+ Z' t0 h' @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) J* q5 |2 j3 w) c$ m. a; J- \. O
Footer ad: Is located at the bottom of a web page. ' i1 l% I) t# ~) n L$ Q5 s, g5 S0 c) X
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.6 q4 E5 j8 S Y( {' A
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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.( n/ i5 O2 A6 @ n E# t
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 6 \- D# n! e$ O" H, @/ t- B1 o. M# m4 \% V- ^6 V. j, a" e+ F1 @) D
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. - y7 V) Z0 ?7 X* }; x6 l+ [/ ~, |) F& i. ]* ]
Insertion Order: Is a written authorization to display advertisement on Website(s).0 o/ q/ a( ^8 y8 W: ~
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Interstitial ad: Is a full page ad displayed before or after an expected content page% t0 f/ I* Y) {& ?5 ?/ x7 [& g
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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). % R+ H7 F) h7 G$ I) e4 b$ }; V: o
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Keywords: Search terms or phrases targeted by the advertising campaign.0 F; U0 I8 ~+ @5 m
- R9 v X/ a! [5 n3 n# \' i' d8 \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. 4 a& E! i+ U9 ^ {; c" k6 |$ N+ K: q q
Linking Text: The text that is contained within a link.6 X5 w, T) Y5 Q: V4 \( L# o
$ m5 Q1 |; r5 d qNTV 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. 0 }2 D" c$ Q9 D4 y9 z2 v5 p / W8 \7 ]% k S6 w q0 O o: N3 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.8 a0 d8 D0 [3 |& S1 N6 L) z% h
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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. # y4 b/ R& x* S8 h& L3 _: {% W. j4 e7 P/ Q1 O4 u
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.& X [! ]* U: b' Z9 C! d
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Pop-up: Is an ad displayed on top of the page visited by the surfer.( u* w0 O) M, m5 p. M3 N
4 ]6 ]. ] }5 u8 u* CPop-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. 8 w* ^0 ]5 C% ^0 R* H9 Q/ n# k' G: q: H* \/ G+ I
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.; D- q; h3 q9 R$ @, p1 [
/ r- R8 L) |% J0 Z) h% zPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). # U8 v" Y& Q& Z: ~4 ?8 t& y7 [! \! l% i2 z% z
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.$ [( k5 U. o5 A& r7 v7 y% W. R
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.. B, p6 ~0 w# F
! c# m) F$ q' l( kRetargeting: 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. 6 f, Q5 i* u; }4 a2 } b$ k0 u ( {' g* o8 ?* H* ^* MReturn 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. " ?% D9 ^) }% s: N) l/ ?( c+ Q* ?$ i1 k- F! g- _! w
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…).) G' U. T- c' a2 S; W6 W
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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). ~9 N2 }. `* |6 o' r, w: N3 R( n0 D; w+ Z; }1 Q
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 8 C& L% J: Q& r6 C" D4 M9 T- N D5 q* ]4 Y
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.3 H) [9 Z" ~8 A' D! Q1 S
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