Ad Serving Platform: Describes the technology and service that places advertisements on Websites. # K0 h5 _. i) ?" F7 TAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). ~" p3 o, k7 @5 B3 p/ r: Q! g* F
5 J: W' g$ @2 O) Y1 k' U0 dAdvertising 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.; D0 U% v% G! L3 G( X
9 y1 C; d8 f# F4 O. G: x& E+ D1 H4 cAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…" x( q2 e$ N2 o
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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.# E* n. k1 a# J4 P
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 5 r5 J- `) P1 Z% u5 \/ O' G) [/ w; _5 n+ R' O3 {
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.4 Q' c, p( @* ?; p# b
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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." b, f2 ]% u% U3 [. s
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ! g2 ^5 u! f" c & ?, L+ a# U; a$ \7 |9 TCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 4 k3 [* O& c% G; e& S- m* e4 |* m- V2 K z( Q' m6 D6 ~' Z
Creatives: See “Advertising Materials” definition. 1 N, {1 }6 @2 W/ ]3 ^ 6 B. `) Z& u/ D9 r, {; HeCPA: 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. * [7 B) R4 H: N/ u" L$ O- [5 _" q- E& R+ P. m4 @ t
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…).( \+ |+ J4 l- s; `
# |4 X" O# v, R' vFooter ad: Is located at the bottom of a web page. O Z1 q+ _: l3 T8 U$ u # p8 q, o5 \4 C# GFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.. }; ]( I: U' z1 I r
; h9 s9 n/ Q( R$ s" r' n' d' W7 y! rGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.# ?( I* N1 L$ m2 {- K- U+ s
: R8 G$ |% [$ G1 ] x1 j7 {' c/ VImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).. g0 A/ _# ~1 M' U# G" N* l
/ a" T/ O. `" s/ M! ~+ o% WIM 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 G1 V: T" x( H R
( o7 L( H3 g0 E, `2 bInsertion Order: Is a written authorization to display advertisement on Website(s). # ^) j5 @+ P8 [ ' n8 V6 }2 W6 H, n5 u- }Interstitial ad: Is a full page ad displayed before or after an expected content page0 r/ ]5 G8 h7 N( Q; U" c; [6 b! `
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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). ) Z; r1 ^$ ]# @" b( @0 p
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Keywords: Search terms or phrases targeted by the advertising campaign.2 K, e0 Y0 d& M
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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.7 u0 S. s. }. y8 P2 h8 c
; N' k( R2 `0 O% e4 b3 XLinking Text: The text that is contained within a link." d2 e) u" F: x! @+ N7 Z
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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. / Z* a8 n( K+ @! s 9 | K7 v( c' \; a! B" B9 R sPay 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.! ^4 |9 x9 r' _8 q
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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. . c" O+ j' d; ^ * j4 a2 {5 p* t) a3 UPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.+ X9 d7 L8 Y3 V1 X2 N
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Pop-up: Is an ad displayed on top of the page visited by the surfer. 2 b3 s% m% g5 A2 c; J4 W% K U+ X! \" r0 {
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. , h! `9 }+ Q% R) E, @) X9 Z, @2 _' R, d1 w P
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ; a3 Z+ a7 \" P5 C , L, @# B" y$ G& ^# g) [Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 5 S# ~# N8 q+ f* _4 @, B, j& Q! R3 t
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. " K- _' Y. C* _# X# D, u# y I f/ E- W( Y6 t! c( W# A
Rank: How well a particular web page or web site is listed in a search engine or advertising results. v+ [% r) j9 q1 |$ d/ V/ ~9 c) ]0 O& @/ R: A( C, p 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. 9 d/ q7 ~' B; t1 C# K# z* A3 `* E' @. G9 s" Z7 D* w- g" }% G
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. / Z4 V8 ?, v* x- b; @, l4 ?; K. a4 _) m. b5 u4 H6 `2 I j. H2 U
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…). 9 W* F$ U" x7 p, K- F, \# Y2 P1 A: U+ c! Q& j- o4 O. 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). 4 x+ a! t' l! ^& t9 I % }9 E$ B K' @3 u8 [$ l+ u& ITower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.+ n4 C, k3 w, W" s* v, }
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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.% y# k& q, w! D& N' S3 P/ l* ?
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