Ad Serving Platform: Describes the technology and service that places advertisements on Websites. & c7 }& |( R2 lAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). & o) a7 d& A' u S w# f ) E; Z4 p+ N! g. LAdvertising 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 ~, `' q. }2 N8 z } ; j& ^) e5 \. X* W$ pAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…, m0 [' h1 M m; {5 M
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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. & Z8 N* X: v' \2 o" G( `7 R / Q1 A; [ t M7 }$ KBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ' l) K9 a6 W) R s1 R/ }9 M. ~8 ^0 @
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. $ j M- ^* m8 e8 Z/ { 5 k9 B- t5 {: H2 c4 k$ l; ~% MConversion 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.3 [4 K( D) H2 V/ Z- U
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website./ D" g" S/ W0 g. _
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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. ; s1 Z# a) U# s' A" P * s1 T/ S j9 E9 ]8 w) \7 _Creatives: See “Advertising Materials” definition.# W' s1 K1 L' ]# M( M; ~ I
8 A0 @1 L+ p9 |6 o: ]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.% H. V E2 L9 J
3 }+ ?/ G n6 E7 {# P1 fEffective 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…)., R; i+ i+ `0 ]( q0 w3 l/ p
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Footer ad: Is located at the bottom of a web page. : ^3 _8 m/ z) F9 d9 I. o& ~3 w$ L r) m$ a N6 i- E
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. : y$ j6 x$ P. J2 @7 N+ K8 v( h/ j, K" a7 I
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.; A/ `0 {; N6 e4 V- F" b
! E# A! L& k @7 N' f1 w: z& aImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).2 t" H- W2 ?' [
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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. ' `* p2 m; J0 H5 p, [+ S! C ?$ T! W4 b$ j7 P# e! _
Insertion Order: Is a written authorization to display advertisement on Website(s). 3 A4 W4 ` ^0 P 8 R& }6 Q2 ^ {& Q' fInterstitial ad: Is a full page ad displayed before or after an expected content page& t( N& {, x. P! J' \8 x6 l: x
2 F9 J! t" A6 j+ f: f, e/ |& B: [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). 0 ~# v2 k' X, H2 K; u- o/ \( z6 e6 B3 c1 n# b
Keywords: Search terms or phrases targeted by the advertising campaign.5 q B. v( M* b i
6 F4 O2 ^2 `; a3 N8 r* _. WLanding 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. 3 S1 K8 R+ ]5 Y! m# d7 M: Z, h 8 M; ^5 X% U& J# X4 g: L& }% P zLinking Text: The text that is contained within a link. 7 ]& F2 B6 M8 V4 ^" f/ u 9 [. d/ U7 ~' ^- p/ R. XNTV 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.& B @* q0 h$ K, z
) W8 `+ R/ k2 \1 oPay 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. . t+ v5 u4 h) ]2 i" `* |/ g( M2 i ( O' U0 c8 [0 W0 m0 |) XPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 3 O7 R) R# ? q+ s2 ?/ i
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. " ]' t+ h6 w9 h- i. c* }- ]* `6 p" X, y! ]: s9 k3 T, q) i
Pop-up: Is an ad displayed on top of the page visited by the surfer. E0 k1 d4 b. v4 O4 r. Z " d" I/ A- `4 C) nPop-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.. n" J Z. B4 b: E! r0 |" ?1 A1 n
4 G7 p$ q' [: D, N# V$ t. v+ A5 ]Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.0 c$ A: [* \8 U6 H
$ k7 d2 m, S( K2 j) ~1 w) dPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 6 H1 }/ f! p1 I: |* F# z, I ! ~- u4 d j i3 }/ ^( y! P. {' EPublisher 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. # t# K" {4 o. [' e - {( q5 H+ \! i7 _4 ?7 `; @! dRank: How well a particular web page or web site is listed in a search engine or advertising results. ' r( g5 C8 U& x1 y! e* d ' c" |7 z& c" C4 M8 z! c- J9 ORetargeting: 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. , |, _8 i1 @1 K6 _% q 8 I$ z; C3 m* i$ a' b: yReturn 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.2 F# l" a) a( {5 p' b
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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…)./ ?9 b5 ]. s# ]2 s$ E
! j' a) ]; Z0 y; ~2 n* mSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).3 D- {' H! d( G- i; n
# c& P; y- K2 a. X$ yTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.2 x7 p" z a1 ]4 C) w$ _
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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. 3 J3 X0 [+ O! F& n 7 p) n( D0 q6 L7 j 5 h8 y: y" t& B; v1 I; R
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