Ad Serving Platform: Describes the technology and service that places advertisements on Websites./ F( Z0 y- `' K4 p$ v
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).4 @, C, `! L) q- _0 g
/ }, E$ q: o: d! ~1 HAdvertising 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) M( {- V/ b) W7 ^$ x
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 2 H2 C7 t+ _# @# x: g( _; I8 H$ E2 o# m( D+ _6 v: |- t, Z
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. : b$ w. W. [1 f& c1 | |4 {* o4 }8 V. g
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.9 b2 X; I' d2 i' p* [- G. K$ e- b
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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.5 C) @) K6 f) b
8 q1 {. L/ r# ZConversion 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 B8 }" |7 j) l, F; E2 D) f
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ; [$ B7 W# A6 c / i; W& E, m+ ~1 Q5 b' I0 ZCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. * }& \# b! y2 ^4 P4 p% A : C0 X2 R2 ^; f7 T( qCreatives: See “Advertising Materials” definition. & L5 X. t$ n' S6 L2 t) ~! Y* ]7 O + {$ I4 V' n+ ~5 q1 `- D" W. teCPA: 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. $ g, X, c J3 Y: Q, P. p. [$ R 9 j' t2 W8 ]! K. z, ^6 GEffective 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…). K0 l7 C k$ t& }3 P! C
+ [. N+ r1 j# B6 N* V4 [; AFooter ad: Is located at the bottom of a web page. # m' P- S2 W1 \, n; J( ~! J7 S
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 7 a* s9 M7 P2 _ ' D* |$ B! |* Q8 G7 ~( \( yGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.% m/ z' o/ Y- s5 A7 O
, p( m+ k$ F' p" y3 z3 x0 }+ WImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 9 \# `9 G- Q8 o! e2 H0 W - O' {) p- Q3 `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. 3 n3 r4 q# ~2 E; G, e# O+ B- k3 o, p& Q3 v! n3 w
Insertion Order: Is a written authorization to display advertisement on Website(s).6 W1 I a) L) t$ K4 c
7 y k- x0 d# f1 OInterstitial ad: Is a full page ad displayed before or after an expected content page 3 }7 e; e, T S1 W: u) D/ q: z' k- l: S
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). ' w5 ]5 |. M+ w6 V2 Q1 u
2 M0 S3 h* Y, V# Z: ~3 fKeywords: Search terms or phrases targeted by the advertising campaign. 0 M- l( w/ |2 e j3 v$ P7 j" c$ A5 H# ~$ L3 ~6 ^0 ^' j
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. * |' Y4 x- Y$ K- G / q; } e+ V2 z% m Z* H1 _$ K) HLinking Text: The text that is contained within a link. ) f. E8 u8 ~* x) ^0 f# e3 c2 H, d. {, u0 k
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 250×250.0 G1 v8 _% V9 V; O; @+ `9 `
( o- |3 v$ q; JPay 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.: u8 h: t1 `- S8 c4 B( O$ [! m
9 d" u p7 W. M# V0 q7 |Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 7 p/ [7 o G) d5 \& `; p/ S
" ]; v% Z' R$ G5 }# {3 L! Q' {Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. W2 d3 W: }- K+ h3 M8 I e
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Pop-up: Is an ad displayed on top of the page visited by the surfer. * ~' }6 W2 Y6 t# G8 I+ l# \ 0 P7 A: B S# N5 s. B0 XPop-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. 5 l$ U1 f% }2 ?0 c- @) H1 T) E0 k0 Z' [, H4 ?2 Z5 r; ^
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. `% N2 X- E* S! a
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).7 g5 k ]/ y n. F! ?$ u7 b
& x- T9 W" Z1 kPublisher 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. # y5 s& w5 j. r7 q1 m$ a2 O# D( Q# p+ T
Rank: How well a particular web page or web site is listed in a search engine or advertising results. 7 m& r5 Z; A" |% E1 s( m* h) J( ]; T( [, q& b
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.6 y8 O/ M; J5 J2 d1 u
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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 m. n" F6 P) u3 p3 y% D
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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…). 1 b: |4 F) i: i; a' P3 s% ^2 p % T% G. L) H( L% u$ ]3 jSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).3 Y# h$ \; s4 J1 z1 V3 z) Z
d6 K5 o% r9 M& B7 oTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. / |- j- R1 ?5 M % i' x( ^& {4 c6 a+ U- d8 WUnique 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. $ L: V, }5 I2 Y4 T5 }8 x4 U' B( d. m7 d( A
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