Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 1 C3 a. [+ S$ ?" k: p+ xAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).0 u$ o4 Z1 e. p
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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. - |4 o- A# }3 W, ?2 A4 R8 L 6 | @/ i" k: cAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…, w( K" Q) g+ `' n2 }$ h8 B; d' ]
% ^9 V" _& h3 _0 A; J$ OAdvertising 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. . Z/ ~* K* n* ?/ B5 o9 d 9 P* Q, G( e0 b3 ]Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.6 X9 [' O; J7 s s g V3 B
! f( l5 p% V. r* gClick 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.! N2 r8 R" [6 t" u1 L/ N
$ m) t3 a/ _( e% p: D3 \ hConversion 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. 8 I& P N3 T$ ?5 p4 n0 t% [0 d/ k3 f8 \7 L4 \& J# e
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.( B; I1 S: C( |, g+ L- V# r
9 h6 ]: ?# l: k' _( l( E4 aCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions./ V1 L! ?2 B) p3 ^$ ]
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Creatives: See “Advertising Materials” definition. 1 T, F' X& D0 r2 d; [- y8 T, _$ g- L/ G" {9 N
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. i( c% l9 ~1 `4 s) _7 n' {/ N
5 J% j/ V$ c2 d" Z' q2 M% IEffective 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…). " A/ U7 ^ u" @3 \2 a # P7 Y, F7 U0 G/ W& b& o+ X+ nFooter ad: Is located at the bottom of a web page. 9 ~0 Q$ D" X7 {0 @, w* H
; Z* ], V% ` ^Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.; X" R+ n( P8 n- L
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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.7 K$ ]2 u) Q" M c3 I
0 {& D& f! A5 I% bImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).1 D2 ?/ L d: ^# |' Y5 h
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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. & B; q% B k1 ?/ D+ D, d# Q% v5 M- ]( B6 F- h) Y ?3 c2 @/ w# V2 f! ]- H
Insertion Order: Is a written authorization to display advertisement on Website(s). # _6 S( y* j0 ?7 o3 D, b Y& O7 ` / S- a1 B6 s8 ]$ D+ Y x# NInterstitial ad: Is a full page ad displayed before or after an expected content page" O; r9 z& I3 `
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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). 8 H) {9 N9 Z$ I/ m$ W) B3 V$ o6 ^8 e9 d% y# [7 h2 U6 C R: |9 s
Keywords: Search terms or phrases targeted by the advertising campaign. 0 K0 a2 N# w. T4 ~" [3 E- ~* r0 F7 d) ]
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. ( r/ }+ g" |% i% ~1 D5 u* `/ X- [* S! R c
Linking Text: The text that is contained within a link.- m" w s7 t. `5 I% a
7 Z" m! Y6 X7 \2 k# MNTV 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.% C& {0 ?$ }/ B. `: a' \+ O9 j9 c
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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. 2 l& m1 W9 m4 J7 t( f/ O * X; K" n6 l8 fPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. # F. {+ r* E$ y
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.( R, y* Q5 R2 F/ b
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Pop-up: Is an ad displayed on top of the page visited by the surfer.3 i N ^/ Q0 o! c& X- ~7 I
0 v4 h. b1 _% a$ J8 ^ SPop-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.$ u/ S& _% ~% Z. d: T
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. / m1 V, F# y7 _ e& M4 N# E9 v/ }$ N1 g
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).% y2 x3 H- }0 X
" |4 q2 x: L$ }/ K! N9 C) @ u6 SPublisher 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. ) S8 d9 a) K$ o# D0 d7 A. K , a. s# }8 V$ B% s. TRank: How well a particular web page or web site is listed in a search engine or advertising results.- B) \6 Z+ p2 ]9 a7 g! i
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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.1 |# u8 @, g1 Y( f' r% a
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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. , ?7 P: {4 J* E+ C4 [) {/ w- j! l. F, T, O; s$ |
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…). 0 V! e" e; l4 G: H1 y % ^/ E4 s+ m1 r/ U# K. H" iSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). : z7 @0 ~( q5 k% x& N) b/ W" A- o/ l2 ?* S9 {7 U5 f$ x3 X; m
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.0 P2 A4 S$ P( M1 s5 S( e
+ d$ O; {. i" [7 |; xUnique 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. e, C/ B5 n% S* K9 b7 p+ ^' U8 V
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