Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ; j4 ?8 |% P2 c+ l U1 z# FAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). . i/ }/ M+ J+ F! N: \9 Y- }3 v, j' } j8 c/ y" u! ~( s
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.# `' ?* ^ J/ l' X
3 n# O j0 S3 `Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…6 w5 M2 p. ^( r& y
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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. 4 Q! S3 x6 h4 \! } : B/ W" K; ~0 ~. f4 TBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. & I. }" V0 m$ k# k T: }& E / b) R0 {4 c/ u+ AClick 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. ) x' V* L% P4 F/ R: ]# X 4 ~/ J4 r( h1 b* ^' q: d. qConversion 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.$ ]+ r' {! z1 J8 v! c% o
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. " ^. _+ I8 j8 a / \7 v7 }& S' Y9 YCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.* \% z& k# \. O! [0 @
7 l4 m* j8 x5 p: `; x; S- \+ WCreatives: See “Advertising Materials” definition. 3 J, r8 S. O$ V& A P% v8 x) j; Y
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.( r: e% T7 a" O. t! j( M
|, p8 c) ^ O3 J' s' jEffective 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…). `( j0 C, x9 C& v6 b: [! ^, D# C
3 _4 W. w1 }# G* r3 F8 YFooter ad: Is located at the bottom of a web page. " R ?. |: |6 Z. ]8 p
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.8 {9 L: t' {5 E- @5 ^8 `
0 D: Z1 N0 l' I$ zGeo-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 r b; W$ x, m " i* }/ h. [) _* |/ |& X! x qImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). $ x1 U8 @4 }6 O, H6 j7 _( C2 I5 ~5 m6 `* O+ x+ G% w; h
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. ; J1 i) e6 c/ [1 Z- C# N8 q( v* s" w4 D* y( d
Insertion Order: Is a written authorization to display advertisement on Website(s)./ `; Z5 V5 V Y" b) J0 m3 X
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Interstitial ad: Is a full page ad displayed before or after an expected content page* @$ m3 x. i; w: Z* W
. y( l2 m" T$ v' i: r; {: |6 ~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 j3 E, D% @( C ; y+ i. x8 d# ^( Q0 T- X' YKeywords: Search terms or phrases targeted by the advertising campaign. 1 [, K) C' C- q6 n, ]+ `+ W, t: Y3 R5 F6 E; a, o; H
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. 2 T9 G5 l* K% V 0 I+ |' ]) _0 _) W; zLinking Text: The text that is contained within a link. - w: l- S* m6 u/ f" t( j1 S3 k* D/ `# y
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., m/ T5 j) K$ h7 s
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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.' f* D8 e+ ?; @' M
7 }6 h- g+ D8 gPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. / H, E; x' J+ u $ o8 ?4 X3 t) w; s7 _, H* f( T% l7 J9 {Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.1 V: j7 p& \% Y" o7 U
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Pop-up: Is an ad displayed on top of the page visited by the surfer.( P+ R q1 x* \3 H% {" @; u2 k l
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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. 0 Y3 U/ I) r% U! B 8 w4 `/ X4 k& u5 s% K. GPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. $ e' H% W! D; H4 ^" n$ b) U3 |+ [! Y" t7 E" \: t% D
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).6 s6 ^/ N: }# U5 X. X! I% F* ~8 B
. _& T: I+ b4 [4 R7 APublisher 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.7 E& `8 ~/ e" D) F$ s8 L
% O% w) X6 }6 T, j8 p7 RRank: How well a particular web page or web site is listed in a search engine or advertising results. O6 p2 B3 M* o
e" D* F; Z/ JRetargeting: 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. ' o+ z8 I& h' T9 _5 l, k/ @6 X# L ) w% H# m; q9 Z( p. l3 |4 ^2 S2 qReturn 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., p4 T% X8 w; t
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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…). 3 r; N+ D" X4 Z 6 R' H! M4 H* Q# y" iSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).$ W9 w, Z( x, P& J- {: v
1 @4 P: [, D0 j; t) c* kTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. }+ ^( V( k7 S8 M* w0 y2 \# x; V: r- B4 E3 }: u+ o
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. 0 ^/ g/ J& z5 \5 |7 \* |7 n- A6 w N" F
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