Ad Serving Platform: Describes the technology and service that places advertisements on Websites.) ?. C& G# X, U b4 O F4 i, B
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).+ u2 G! R4 N7 x W2 Y
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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.% x; O# J* `4 Y6 z9 }. q
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ( _# L+ x0 t- H& w5 {2 T. ?- q5 c% G, q' k o
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.& z6 q# O9 |' \- o. h l
V0 g% X5 b) V; ]& Z" @) ZBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.+ y0 ~; \# K& h! K9 t$ ^
2 O9 j4 { B# i' ~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. ( y9 V+ B4 }2 o* N N/ e( c" {4 K9 n0 S1 y- }6 u' w
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.4 ~( f; [. ]' b& ^4 s' t9 Q; v9 O
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.5 @6 U7 C, W$ t9 e9 N5 B1 G |
* p' G$ {' Q* G. ]: x1 k! B9 L( XCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 4 x, ~9 s! _& O2 c7 i# q( a% x! ]9 T3 n6 d" W3 ?+ b5 L3 V/ _" U# R/ f
Creatives: See “Advertising Materials” definition.- ^8 O! [5 r8 m( X7 W' l4 r/ \5 F
5 C2 Y# L( o3 t, `2 [. GeCPA: 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 v1 c3 u. o( X9 E# F6 ?; [
' Y) n! h6 ]: p, |% x6 h! PEffective 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…). # z4 F3 {5 o2 N6 o0 o l8 z- a" A$ P, W9 Q
Footer ad: Is located at the bottom of a web page. % N0 n7 p; B* ?! [) Y& Z) _# l( r: F& L5 [: Y: B7 v; y& V
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. + m8 x" P1 V& F0 P & a! y! x% M4 q( x/ K+ M$ c& VGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. ) @/ l* |- `' x5 ^( \2 C0 k# {3 h5 R+ }* W) K {# V t6 d0 X. ~$ F
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 7 J4 z& c. |8 X1 n y3 x$ D! j+ N! X# x/ V
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.- k$ N: ^7 O# T8 R5 m8 X
' A9 K3 U! c7 ?Insertion Order: Is a written authorization to display advertisement on Website(s). ( J+ ^$ T8 \3 h- v6 N. L ; b6 c2 R- { s, |; [Interstitial ad: Is a full page ad displayed before or after an expected content page ( e, _$ ^" o: W' H 2 r" t G) v: U5 U8 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). $ J' N: J$ Q+ A, i: ?/ B3 Z 2 n A+ [4 K1 y$ b4 P/ pKeywords: Search terms or phrases targeted by the advertising campaign.# K) ~% f0 F% Z$ }0 j6 x
) s( i% n8 w q% @) L2 OLanding 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. , i) g' @; `, |0 W 8 r" m' n; d- ~1 h& {Linking Text: The text that is contained within a link.0 U1 e0 N" s+ a
0 A* Z ?9 L- bNTV 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 250×250.3 x- n1 T- x# N0 @4 S. 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.. W# ]2 n: [+ g
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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. ) A3 D* v X0 V$ n! l& y- p' v# R
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. # K) ]" x* e4 V7 v. L d 9 Q2 K1 x$ I% L2 |- j. R) CPop-up: Is an ad displayed on top of the page visited by the surfer.0 ]2 W( P4 f( M
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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 ?0 A' k# j @& {7 f$ p R% g: w% d. C5 ?# M
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website./ D7 {, X J# }) d F' Z
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).* X: j6 P) C @4 d; k7 O6 t
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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. 8 O6 S8 Q- f1 ]4 l % u: g4 D+ a5 U& z" u" z# fRank: How well a particular web page or web site is listed in a search engine or advertising results.$ p9 q+ f2 S S! l2 ?
8 h1 q5 L" o1 T! W" z, M& a- C& o: LRetargeting: 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.4 Q$ C" M0 p0 j0 i- L7 z2 p/ o
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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. $ s1 n0 B. H+ B ?% X9 [5 U7 L1 ^( v _+ C) F1 O7 ~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 a- ]2 |$ A; }4 t3 k 8 u1 b( \% s; q6 a. kSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). / U: x c& m% q3 d 3 Y9 H w& D( ~! v0 M* JTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ( M9 q' g' T& f p' |) k h 7 e! B) R" S1 N) i/ _) [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.' W4 Q' `2 Y) w% `! I. ]# U
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