Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ' f" c) l! W+ M: u" |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).# \7 J! j3 Q/ L* L) _% O1 H9 N; } i
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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. 7 _+ e2 u8 L8 _, b0 h) B: R7 X+ q1 H8 k) H( k) x ^
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… , k: ~. x' |! x" x# T! J3 g( I5 e% @# A: g0 S. {: t
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. 1 W" z$ E- Q. h# T* g5 `, r' j, C/ O) o+ Q7 } c; ]
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 5 Y# `8 D# ^5 n - Y5 \) _& y# u6 @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./ o! p/ _# l: `# ?
& |9 F* v7 s* e& fConversion 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. ; Y. q. N. R2 G, Q & Y9 j3 o2 f: [+ L/ D" BCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 3 v6 w, E7 L; y; Y0 m: g; f) K- D* t) j7 p
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 1 _8 W6 J `- ?. l8 l9 u a; }% ?7 L* F, T5 G$ B% p3 aCreatives: See “Advertising Materials” definition. . @) J' L6 \' Y% f5 R) W: D ; Q( G$ S i' w% |9 ]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. Z1 G1 Z/ B# b% Y/ n% I& ^; R3 C# W' j( y. C' h! w3 i4 x
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…). # m6 e3 z" }' ]9 Y* D & K) p7 |& j% ]8 ?7 pFooter ad: Is located at the bottom of a web page. + z% o' K3 Z% X. D' z9 c" E& U0 q( J. P0 o
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.8 p- P+ A: i5 R9 e+ _) x' A
2 _" ^: H' r* O; p9 z* \8 ^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.4 W V, \" O+ }8 `- E" S. x8 x
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). " f3 E, G. ~% B# P0 k2 z$ v" M
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. - e5 f* x( G' s( j& f- d. i& M) g- @0 ~0 x, c4 v
Insertion Order: Is a written authorization to display advertisement on Website(s).# Q3 i7 @6 D* T. Q
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Interstitial ad: Is a full page ad displayed before or after an expected content page6 o9 B2 g; w) a
% y z, M4 P6 F0 W" p3 }, pIn 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). : L. k( w6 R+ O+ k" T& U
6 D/ m" A5 z! hKeywords: Search terms or phrases targeted by the advertising campaign. , x# }! x& x9 U1 U 9 q, B% c. _: H4 C' c. H3 TLanding 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.: A- b& M+ z, `0 o" M/ h
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Linking Text: The text that is contained within a link.$ b* g: y) D2 ~+ y4 V
$ l1 |8 w, h2 ]* u& w8 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. 6 _: v6 t4 s+ Y % W" v$ Z: A1 R, U1 ^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. # d+ l' H( j9 I& O# R3 n7 o# ~1 |: G; J. c. i
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. % |, H9 J5 P- R. J; l7 q 5 B K# J' E' |4 v- L8 jPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.! ^( c: X/ l$ Q2 z" U! ^7 Q' {
5 E, s' w0 g) ?/ x- L* s/ g5 HPop-up: Is an ad displayed on top of the page visited by the surfer. 6 B" Q3 f+ D! f& u, K' B7 T+ `4 ^/ T6 j3 A- 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.6 M, K. X; e; T, F( n
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website., ]! N& ]9 ?. h( {4 W2 b/ a8 U+ v
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 5 N4 h _( C/ O5 M. w# E & @' }3 ]# [$ Y4 O8 KPublisher 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.; b/ C/ |2 @1 \
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. & b8 r* B7 @; |) E : M1 e0 B8 h4 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.! ?9 Q8 r4 }# c4 `4 w, R0 `
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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.+ I5 F1 C8 B0 ~( R: C
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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…).$ T4 Q' j4 t& `, i' S
# g m4 R7 `' _) B4 |* P+ E+ pSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).) U" W1 ?) ~/ A0 ?- w
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.; c4 P4 e! o* c7 [) F4 U1 a
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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. , G3 h8 @/ U8 F3 Q 7 m3 G% v# {! B8 R: T% m7 c. H# q % V7 H, S: |2 t8 I! K4 z9 K' j
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