Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 1 h1 v' ]+ R4 D/ K: }9 [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 ~/ e* J2 o: l7 c) E
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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. ( H! ^# B$ F+ R" u" _( k& _* U; j7 @+ X# e$ D
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…+ H& {& X4 m. ^. f/ b0 x0 T8 V
! @1 h! g, a' ?% t! u! d9 zAdvertising 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. 1 J; f- K. x* {4 F3 i 6 _% m' a( ^* k3 l' a& T1 SBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 8 E0 M E- l6 { j 3 B5 \/ |4 e- ?- [) vClick 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. r' n1 P& f8 o- o7 n1 ~3 U7 s1 H$ Z8 Z* A+ F. i; o1 P w
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./ B2 Z. ]8 a$ P& Y
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.) H- Z7 l0 y, x2 S/ v' l
1 h& S7 n. L* A& e; F* W9 S' e) x- uCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. % h3 f' [# x5 L! u. z1 {5 F! c- l: ^3 W% S) \! Q: }5 S4 D9 M
Creatives: See “Advertising Materials” definition. . [; u1 i4 P4 | + m! o0 a* g, R+ o+ p4 PeCPA: 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) U( o% u9 ~' P0 e & i/ C8 k/ z- m2 ?" U6 `" 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…). & g' A% K) A$ S- d3 x' ]" } " z. S6 h$ B( e" mFooter ad: Is located at the bottom of a web page. " M8 C# O4 u# Y6 R: s" D( T& \% Z
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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./ e8 g6 p7 x6 w3 [' h4 F, y
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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.. {+ f# {( n6 @, E2 B
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). # t" e4 n0 R p/ ^3 T0 H ! u6 a$ P/ o; `+ N8 BIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. % T; D |( K5 v2 P+ w2 N5 b5 Z. I/ x! B& R& f8 [$ b. u
Insertion Order: Is a written authorization to display advertisement on Website(s). 3 q- X" W( V |1 e$ h5 p3 @/ I! C; l4 K# R' Y
Interstitial ad: Is a full page ad displayed before or after an expected content page5 Y! y6 i; ?3 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). - Z: R4 G2 d" _' u q5 R8 \% [
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Keywords: Search terms or phrases targeted by the advertising campaign. W8 z- h# n- G8 W/ e+ B( k9 z0 p+ l7 Z2 B9 a8 h% {4 H8 @
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. # y2 q5 U; d. h5 D / n. X6 Q7 M1 e* v& ~3 U2 zLinking Text: The text that is contained within a link. 3 N8 t: G0 o- ]6 O( U+ M : B6 [" f9 |0 C1 M( ?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.: ~2 v* G& q- u3 Z: Q) R
' c1 C) l6 _4 @) w$ EPay 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.* z* R" p; _' {
" h. W5 J) B- _1 t' k1 u/ HPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. $ S4 }9 M1 s( N, \6 o. u
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website." i! X ^7 P% I; H( k
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Pop-up: Is an ad displayed on top of the page visited by the surfer. ' {6 I4 X# l {1 n/ M( u; P, u$ f) E) {+ h0 s x% ^5 z) b9 L
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. 1 ?8 Z2 F. o3 O+ j8 v) F' H' s . q# {8 ]5 b3 @" XPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.1 h3 g* U1 G& o6 j; Z* P$ i2 H
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). ; B- H- t7 s' ^7 q3 ~ # y+ _" q; B* E) k( VPublisher 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./ k- P1 H* |8 t" r
- w. ^1 S& j, J" ^: ?Rank: How well a particular web page or web site is listed in a search engine or advertising results.( [8 I; M' R8 Z8 r; I. G' F
6 v6 i6 B7 J3 l4 e0 QRetargeting: 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. 4 [4 i/ w+ ^0 g8 \4 y* w8 K$ C- |& l
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. + o' E0 z4 E1 k. ^' ] + m9 o% D( u: ]1 p! E; CRevenue 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 N3 }1 [* D+ D$ `) ]9 W* F1 w, n2 j, p6 o, b: r
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). * i, i# o' J* _1 q7 S; }/ }. {9 H" N- [3 I
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.1 e7 s" f" ]' q/ K2 J
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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.2 c& I8 H; `& Q. I4 F5 L6 y5 p; i
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