Ad Serving Platform: Describes the technology and service that places advertisements on Websites.8 L0 b; q0 k! `& Y
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). - F! m+ h$ T- Y% o( A) P+ K( k$ e: V8 `
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/ l8 L0 O9 v, k* Y 1 Z: r9 I, P4 GAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… : C/ a/ @# F* t0 J/ b* n6 @6 U5 D" S6 E* V% T
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.' h- F* i3 H* f5 y) G2 R8 l
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.1 ~' I" H0 L) L2 ^. T
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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.9 o5 S m5 s; d( j$ I
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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. % i+ o% `/ g- u* F6 }( p: P& g9 E2 }1 ^7 Z
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ) F3 I7 E7 f1 G' ~8 I . m/ m3 ?4 q1 ZCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. * |- b; ^1 r F0 _, m7 C5 Z- Q" `' ]
Creatives: See “Advertising Materials” definition. 5 r/ J; D% m, w " k. @+ I& u* C S' o% @4 \0 t keCPA: 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. 7 h z( j* f$ s( v" M& r; p; b' Y2 X0 q* x% r
Effective 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…).- }+ Q& E4 [# `7 x1 @4 q
' i1 E; l4 `* L9 q+ H$ IFooter ad: Is located at the bottom of a web page. 5 B/ J+ p# }) i7 V5 x+ B% h { " D/ M3 q5 A, OFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 9 Q) v) D, S% Q' S& R! d : R! f# Z/ v# H! R- r4 XGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.+ U h$ q. R. j# z
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ! R! f* e4 O9 @# K! n$ b( u" D" f, ~5 y8 G( l; v* ]. C/ s
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. 1 o9 b: i+ w/ G7 ^4 H+ P: ] M, m( Q; \& d( ?- `$ C+ Y
Insertion Order: Is a written authorization to display advertisement on Website(s).5 ], ]3 @- z9 z$ q! K# N/ k1 ~
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Interstitial ad: Is a full page ad displayed before or after an expected content page- \+ H8 [, E3 t; i5 r0 l2 P
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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). 6 r I# Q+ E& {. V! W$ L- l% b* |6 Z) E2 |* C
Keywords: Search terms or phrases targeted by the advertising campaign., ]8 Z) h; `' B. Z& } c5 D
4 u$ l/ R- g% N, PLanding 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. $ g8 M# @/ x, m0 h/ ? 8 b, n( E2 S! A5 ]# @' Y5 Q# ~% KLinking Text: The text that is contained within a link.1 G" n9 E/ b4 v' p1 |1 y( b! ~: b( `" ]
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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 250×250.6 ~9 e: O. o2 B. g7 u
1 n, {& l1 l2 j/ ^/ 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. $ G3 o1 Z/ i4 N' j2 M 0 V' I x- \; k0 g, c: EPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 6 |8 L* ~+ v0 B* O4 g. p
( s4 {: Y( y1 NPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website." ]! J8 x( N& \0 h" H
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Pop-up: Is an ad displayed on top of the page visited by the surfer.+ T s& F6 ~0 m) Y5 [. S
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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. # K, Z1 c- v. l2 W/ z# c, ~ 5 D6 G6 r+ u' r. _/ e) ~5 K8 TPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. , ?# w, e0 y. f2 z, J$ `$ v2 h ! N3 D3 P; K8 G7 C0 ^" ]Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).: Y$ l, I' ^* F
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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.2 X4 u1 g5 m& R( P$ t
/ f, u, W- Y) p/ b% i& S: `' X4 }Rank: How well a particular web page or web site is listed in a search engine or advertising results., k% E6 u3 E/ U- P- P/ _7 G: L3 B
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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.7 d. z) e, H' X7 Y/ l6 j* Z' F
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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. 4 f$ l/ G7 ?+ p; y/ q0 |4 H / R2 H& S. m! mRevenue 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…).( e; ?$ @9 x6 Z9 e
T/ z; N/ m5 VSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). . O8 s6 L! n" v& \, g& \6 x / c5 T. s5 Y4 c- {Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.8 ~4 H3 m% F B; j
9 n6 g& M7 @+ n ~( E& o3 @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 [9 ?2 Y& x" m' A0 x+ ? / _' [5 B6 X) Z; [4 _* b- t# x0 u6 V( g% S# j
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