Ad Serving Platform: Describes the technology and service that places advertisements on Websites.. S! d6 j$ e4 c- L
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).! a$ l1 Z1 u" D# h% X; M1 D( w
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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. 1 K4 j7 N; d8 ?, H w# Y+ ]# k9 l" P
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 7 }- Q' m& M. O; \. ^& p% v+ D 7 f: r3 X- t+ B2 [1 CAdvertising 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.3 o9 S7 |" s' e/ g
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.2 j$ P7 X/ G, a' T6 Z2 B% w( ^/ Y
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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. r6 @0 c* S2 A0 u, A8 g( g4 n0 q6 l! T# v1 \9 U. A# z
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.9 P1 {3 ^- U0 N* G: `+ e! a# M
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.) d, ?! \7 T- g c
' G0 \( {9 S7 V2 l0 qCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 7 N$ x! c) D/ s. ]( A* p& A' A1 U8 N
Creatives: See “Advertising Materials” definition. 4 N) V6 {' ~& p) i" b - Y2 {( u( \( f* aeCPA: 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.0 D4 ?; Q/ S/ H R# d' s; R& ]' F8 h
& n& |1 D. k% G u; cEffective 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…).& z% u+ s, w6 w- Y7 `0 A
* z6 C; V0 R6 ^2 c) ?) sFooter ad: Is located at the bottom of a web page. $ [1 I- y( x3 R- F# s: T! K0 B/ l# H3 G* i
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. " G. X- H' t$ x" |2 H, Q) }! F& c + p: p+ i, Q, p4 @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.3 K! z" F( s6 o0 u% Z( k
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 6 r5 f$ i! N! E1 n) k1 q# m8 E: ~3 ~) |& n
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.: `% l$ U2 X! f) ^( ]% ~* x
J4 [* j- `! X5 Q* @6 ^, o; UInsertion Order: Is a written authorization to display advertisement on Website(s). ) n8 T$ _) M: p5 k4 o) r# O8 y8 [, P5 a" F5 P0 K& @
Interstitial ad: Is a full page ad displayed before or after an expected content page f6 g7 G5 b$ ^2 s1 P/ u& M' k3 a I8 F: D
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). ; ?1 Q! F- G$ K# d( ~
4 ^/ k+ u& _7 x' NKeywords: Search terms or phrases targeted by the advertising campaign. 5 {. D1 f+ t, _0 s/ G W4 A 7 y- s5 Q% C# _! F% z. @, O* c1 aLanding 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. 2 }. R, b+ R# _$ }* Q$ O4 k& { t) _. G
Linking Text: The text that is contained within a link.1 E0 z0 S9 s9 y$ Z4 n
5 f' o* K" P J; h& e0 HNTV 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. . A" Q3 z5 Z0 n+ Q: b 4 j# R% _7 J6 J2 j5 w8 n/ TPay 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.; x9 D# x, l) F0 k% [' _2 t
& ? a2 }! i; I7 ~0 QPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. $ A8 S5 z, [, n9 P! y
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.5 y( C. u2 M$ }; x
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Pop-up: Is an ad displayed on top of the page visited by the surfer. 1 Y* _7 v+ V( H$ ?. x% W7 g/ s! c+ i+ y$ T3 M% }& G# ^+ F
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. ; s2 W2 r( V: e7 _5 Q& o % O& M& y; q- z. {Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.$ j; ?" s! G$ ^$ N# _6 F$ U
( y7 O* R$ a9 H# ^7 h! w# VPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 0 Z6 B" j: Q) ?; F . H v- Q) l7 e+ z2 w3 R* zPublisher 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. * ^0 Y1 a; P" ~. a+ v* B 3 w, ]2 e" I. R6 }6 K+ l5 DRank: How well a particular web page or web site is listed in a search engine or advertising results. # A' u: C( D" P8 `# Q% O 2 L( D& x4 b+ R7 MRetargeting: 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.$ I9 \, ^: i3 k
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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.3 Q: l4 _- g* M$ ?" v& d& _* ^( G7 p
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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…). # Q. X9 r+ B4 T 8 g0 e6 \, H! u) _Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).8 q1 v( x( l9 m9 Z; J/ V0 d
8 t* `8 @9 h, k4 I# nTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.; |5 R, }8 T2 j! C
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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.6 t( s& i, m% b; x
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