Ad Serving Platform: Describes the technology and service that places advertisements on Websites.' [3 @ J. i6 `2 Q, p' }
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). [5 S% s2 o. _' r U' m/ v# ~0 p& c2 f$ N1 k' t
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. % w( c- B& `6 J) W& X: |3 S" w0 c( O# L
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…) h/ u! J& T6 J0 R' w1 t
& L7 r4 n. l/ n" A! TAdvertising 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 w9 @+ C' j5 \. O. `) o5 U; o8 X1 U& l
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.: U7 Z1 d# O. J# s& j
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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. 2 p$ Q' h4 L8 `$ [5 E# J8 z7 n5 O
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. ) t0 G8 J5 Y o* z9 e1 w. Z% d6 p8 p8 M- v! U3 l5 _% b
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.+ i9 c# d* Q6 t+ C# w% y, N: D
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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.+ R D( c* s, W
+ M: O8 s F9 P% ]. G5 ?9 ^& |Creatives: See “Advertising Materials” definition. 7 a, N- ~. q/ E3 a8 U# j6 Z2 f6 R: g) C2 ^& O0 v( J8 u4 x
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. 9 b* X! h S$ P5 ]4 P ) j/ x' p: g# W/ ]- 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…). $ A) a; f0 T; Q* g1 }$ E% g+ G* x- M2 }/ s* p
Footer ad: Is located at the bottom of a web page. . X' ~6 o* W* A9 w* S
0 M- P. {5 m) r9 |3 IFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 6 v0 V7 `- {9 l$ z% [. t: c" V & N, }( s; l# w: ^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. ; [+ L' |7 W7 x 1 Y( G! O6 j. r: G k% sImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).( E! a' }0 Z- H& n6 J' t8 _
8 p/ q! v# S, j4 zIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.; A5 M( G. A0 K
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Insertion Order: Is a written authorization to display advertisement on Website(s).6 H. H3 G! K2 O* A% B$ m; S
- i; Q7 Q% V+ @1 G/ V' N! J) jInterstitial ad: Is a full page ad displayed before or after an expected content page . ^. p: B; T. b; e) i& O* k _( N* _4 a- z9 ?; o' `
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). # v" l) n7 g! Y# a0 S9 g1 w: b6 A$ {* F
Keywords: Search terms or phrases targeted by the advertising campaign. : ?6 R, R1 w! T! |6 }* | 7 o( \9 Y' K5 ~6 V" h' B: M# 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. . H$ V/ u l" E4 F 2 g7 R; w: J! s2 c; I5 ^4 ZLinking Text: The text that is contained within a link.2 `* Q# ]& D2 C! v# D6 H: A' k2 T
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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.! q$ o4 h8 n' Q2 t2 I' O
/ y, I5 O9 T; P9 g5 y0 iPay 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. 3 I9 p( T( l. ?- Y* U; v5 ^0 ]- h* w4 R, D+ \6 h- O: C
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 5 j5 R0 ?1 }' M/ J) H8 s( s& M# w ; w# x" W! F+ J. L: U9 Q3 Z* VPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. ' s$ n3 F' u7 e+ x7 P* q9 B& z: W, w1 D1 m3 t
Pop-up: Is an ad displayed on top of the page visited by the surfer.; q& K: H* c1 H( e
% a( N) Q, x( p" L7 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. ( \8 I+ P& ?# g \6 g2 ]' {) M3 p" Y
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.+ w9 N# ^. p; ?) k6 |" f; e
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).' V# D/ R6 ]# y
' Y% W& K( j6 Y2 ^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.2 |. a9 F# X6 U4 D
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. ' [9 ~9 X9 k4 C9 d9 [$ I) c, M ; m: V' F w3 m1 ?7 h; R0 ~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. # `+ j* ~3 z) y0 q% e$ v" F( _0 J" [, {' |2 ^8 @7 M
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. 9 R9 }, H9 e4 E( z% N4 N' c% s7 `4 L
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…).* d2 Q7 ]4 B: K6 p
( H) e: U/ ?3 X% v+ @3 d" YSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).; A6 ? i! N" z) ^0 P
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.! c. y# {0 N# ? O8 ~$ H1 }0 G
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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. 6 \1 n5 [6 q* e; w) c8 c# s1 E& [- F, r _) R5 W
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