Ad Serving Platform: Describes the technology and service that places advertisements on Websites.! E% o& w( i8 o
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 }* p I* d8 D2 M# k2 V0 X( J/ V, j6 y3 n. c$ q! Q
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. 8 N2 {' o' i1 _ . _) Q$ `; u9 Z( jAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 8 Z0 z- D5 l( P6 P3 r2 v2 K: N0 U
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." U# `% S5 n0 X" k0 w
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 9 r* D/ ?, F* w2 |) k2 y o/ Y2 l! |, [% c
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.( k; I/ X2 {4 s8 F+ w
# n2 d; g$ ?1 [3 a: r6 Z6 |6 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 V" g" {& c0 z+ A
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.! B7 x* _. Q2 @1 m. g5 w' a% R& h7 f
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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. : ~8 u: n0 c" F- O& Q; O5 Q ! R8 J6 ^1 v/ hCreatives: See “Advertising Materials” definition. ?* `+ u z3 @- T4 P
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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. * B1 `5 c* Q' y R , I, N/ @) ]! t2 c' y7 eEffective 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 D, s; S9 [) f% o, A4 V( _2 H4 |, C/ V1 A- u
Footer ad: Is located at the bottom of a web page. / }2 I M/ T! n3 {0 d z5 [% t$ K, ]2 ]% v+ S! Y
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 9 d: D$ k5 I) R5 K2 m) ?( ] _2 S% c) |6 A# T; j
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 }6 y! N3 @% X$ s1 s! v. _3 R" b* e" ^5 w
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). % V! J2 y; f# v& C$ i5 o . [& a3 G- N: q% u% g \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. " `0 i7 @$ _1 a8 n6 p [0 U3 Q " T, ^9 a+ N+ j7 q$ v/ K' [- Z- ~. vInsertion Order: Is a written authorization to display advertisement on Website(s). B4 Q4 G, b5 P: v 1 G/ c- U4 d8 q- H. YInterstitial ad: Is a full page ad displayed before or after an expected content page# H3 ]( y' B8 {; F8 O
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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). T1 X+ T) ~4 f* Q. j Z$ ]5 ]7 z
4 C/ k3 E$ \$ B& q: }3 S( f- O. _Keywords: Search terms or phrases targeted by the advertising campaign. 1 u% n$ }/ G! C9 l # t6 z$ y( w; a' _0 r% ALanding 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. " _) r2 N# Y. e( ]* U . }! M" v; U- A" xLinking Text: The text that is contained within a link. / n/ Q8 Y4 V z: D+ R + u. q: _% M9 pNTV 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 250×250.4 g" L$ y/ x2 `2 F+ K, C# G. ?' P" p" X
' r4 [1 V+ ^% `1 cPay 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. 5 ]( }3 Y! k: g9 [) P }* s4 u$ q+ S# UPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. ; y9 J0 N$ c: \
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 1 I( G5 o+ C) q& h K e3 h) d0 y- P5 aPop-up: Is an ad displayed on top of the page visited by the surfer.& u# H1 n# M O: v: d1 P
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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. 7 S' r) B0 b6 L4 Q: i$ F) P: k% A2 `) ^& K8 L0 L% w
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. + V: K2 M0 v1 b% ~ O" h* J2 O K. _) a, D9 ~
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). : {6 ^- t1 k- Y- ?7 K0 e" f n 0 M* Y& U$ t# E# C; J1 O% H( HPublisher 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. $ S( i3 W& Q0 j& t3 a; P* X$ a3 x. h% W
Rank: How well a particular web page or web site is listed in a search engine or advertising results.8 W2 e8 u3 U3 U9 Y" O
/ F: m$ s, r/ A# q5 C8 V* \# _! k/ pRetargeting: 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.2 l5 E. P3 n( p, V" I
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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.# [* X2 {9 B6 P: g+ ]! e1 }
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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…).2 `2 E. o1 k0 N( w; Z) |' ^
+ U" U0 D0 U }6 l+ N |+ hSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). , X S1 K( n0 H! [/ c b8 { ) I) |% b' z/ O. m4 ~Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. g p' {! ~5 k1 H
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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. ( \$ S7 o" {4 u& e7 [) X- C4 S+ Z- o; B
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