Ad Serving Platform: Describes the technology and service that places advertisements on Websites.& a. ?/ P# e' A/ I8 g! r2 e1 r
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).3 r* W2 L- c6 z8 v0 P2 E" x
5 [5 T# B4 c5 y% eAdvertising 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. 6 U- F3 |& t! _4 l2 m; `0 u5 h: r) L% E# r
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… & b! ?" }( n! M* x. n$ R8 p1 [, X6 S+ P+ g. m ]* s0 @
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.# e. s9 P2 Y8 l h6 `% I8 G* q
: w4 R; |, c8 h2 y( B1 OBid: The amount that an advertiser is willing to pay for a click or a thousand impressions." H4 G: x2 `, [1 m: s! [
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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. 0 e4 k' {8 h9 `2 G# M4 C , n& l5 ^. R9 U5 nConversion 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. f: ^$ A; ^1 T+ {& `
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.6 J$ |. J9 I2 I* A2 h% `
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Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. v9 `8 r* _3 D% W! i! u9 P" f* N( W! ~1 h$ G
Creatives: See “Advertising Materials” definition.; g4 ]# C+ C0 \1 D! T
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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 q( I. z9 W0 r G0 e9 G+ Q' p , U$ q; ]8 S" E; g1 O. ~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…). 2 j* j7 M' {/ F c3 f! m. B7 ?9 i, v( v2 D6 M+ k% }& n
Footer ad: Is located at the bottom of a web page. 2 M% _9 e) A& o8 k$ \ 6 }) o" U1 b- t2 l) p1 X1 D: |4 XFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. . i1 u7 y: z. i9 P6 r9 J E; Z4 q+ z- _! A4 R+ B+ D
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. . w# ]5 G+ m1 f' X( c0 j" E7 i 1 Q, A1 ]- r2 h8 a7 _Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). , o1 N) g! ^8 Z4 ? . g0 G+ f* O: ~, m3 |' ]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. 5 d( ~4 p& K+ d: S : G& c6 e! G/ b' y' a0 {Insertion Order: Is a written authorization to display advertisement on Website(s). 3 P* J; x8 G" s) U * o5 S0 G& n, JInterstitial ad: Is a full page ad displayed before or after an expected content page0 v; \4 U6 T6 X
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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). 7 i) b* C0 i% \1 B4 y4 ?' O, c) U: p* k( H9 ^. `: U9 R6 ]9 s4 X
Keywords: Search terms or phrases targeted by the advertising campaign., D- h* k }" P& l v
" m7 h& }* |0 {8 }7 nLanding 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.0 q( h; W9 w- M& U' q; h
. `" L w( N. \8 mLinking Text: The text that is contained within a link. 3 N4 I* k8 G% N9 u% p. K0 e( u+ e: B. G2 q: ?8 R: A
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 250×250.9 B- Y3 N8 z& k5 R; T2 x! ]
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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. 9 g5 s# C, Q& G/ |8 |! b/ ~" l, ?* V0 }2 ^4 M8 a. a. ^3 ?& ~
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. k( K6 N5 Q& s, ^- ~& j% w0 t' A; u4 p
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. ( I" f. W8 g: S3 X; Q! k6 ] ! Z6 |& T) t, Y; y% Z. rPop-up: Is an ad displayed on top of the page visited by the surfer.* t+ Q* {) K! {, T3 y0 E: Q l" F
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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. % e- o% `& N6 z% |* l2 H 0 r) u: y% g- ~# I" J1 @- b KPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ) d1 @( q9 F1 o# K+ Z8 q 2 K0 m# b0 ^6 N! s% rPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s)./ G( Y' R: e/ p* A2 e
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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.0 J4 u/ P: E" E/ }; N. m7 Y* A6 F( W( ?
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. ! o+ y0 `# \1 D3 Q9 y3 H+ g' S' c/ b) O6 e9 }/ q7 l
Retargeting: 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. 7 H/ U+ H0 Q: D/ a' z0 Y. E % S+ c0 v+ m& P! z, y# k: sReturn 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. 5 _' c0 D# E# G% a' R " K- i: `4 U* m7 B7 uRevenue 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…). 2 T8 @0 X: r' w7 T$ S, B0 c' `+ _* j
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). * T( n3 u' ^$ \( O+ x: \5 b8 m7 q9 b7 ^/ S2 c, w7 B
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.2 e. u" \+ K" ? `
: g+ x7 H" D$ V" B( ?8 D( B' v9 Y6 e5 aUnique 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.5 i6 d0 ~9 Y. P
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