Ad Serving Platform: Describes the technology and service that places advertisements on Websites. & ]6 B' [0 f7 e% bAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). # W/ g- c6 p& N; e# Q' K 1 R, W3 L5 O% M, ]# |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. 7 ^. G1 _ d. n d @ , V. ]: a- r) Y1 z8 s1 WAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… " d3 v1 h% N; a ) R% D |# ]# I; {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. 1 j. y, w( f3 F: B$ V- `8 O# m1 B- d
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. $ f. k! G }/ l2 y, j! J+ Y5 B+ o, B: [
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. 7 v$ \& w& _0 z% I4 w" B8 k1 e$ Y9 P/ Y. R, [1 ^, 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.) t q" z- |: s4 d2 P6 x. P
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.& ~/ ?( l6 O7 M4 `2 Y
5 Z* L. y7 B, MCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. ' b0 x I' z* v6 i# @6 T 3 u" ?6 ?* {' i0 |# b' X- s3 RCreatives: See “Advertising Materials” definition.. Z' R ^4 [/ m+ V `& K* e. r
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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.* r* E2 G! h0 w
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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…)./ ?5 C0 B) ~) l1 e# \; P5 ^3 z1 b
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Footer ad: Is located at the bottom of a web page. 2 M" W" T$ d. f; o9 @
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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., U1 z" R3 S' m ^4 r
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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. 9 x8 A0 F7 Z8 M m6 U1 y- E4 h" ~4 G# g) e( Q
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).! Q e2 h N S9 f; |
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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.. s% {$ Q0 i9 L3 J
& b9 q& M5 {1 L2 D# f* XInsertion Order: Is a written authorization to display advertisement on Website(s). 6 M% V" z( `) t& }3 H4 x) K! L! a7 q" O# C8 T1 b
Interstitial ad: Is a full page ad displayed before or after an expected content page * ^6 I% Y6 L d/ v" Y/ M6 o$ g & r5 j& g( ^9 c! fIn 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). 9 w* m8 U( i" \! O# j- e3 R, }2 |0 d/ s+ ~
Keywords: Search terms or phrases targeted by the advertising campaign.: Q2 S$ g/ `- R7 @
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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. 2 Q! h) {* G# G/ B+ i+ w3 L" b ! w9 {% R& e' m' N& m9 k# HLinking Text: The text that is contained within a link. 2 w) k3 t; L3 k$ I# r7 S7 `) y: x) K) ^5 l
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. & D: Z) @' @% Q8 U& e8 J$ z2 G; O. f/ W1 W7 ^$ |
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.! f8 g6 W' R" t/ L8 @0 @$ j
% b6 f8 l! \* z& ePaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 1 `; ^8 p& q/ {8 n/ n
% k6 h) S( I2 J0 {1 S6 ~% mPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 9 [9 z5 I* D1 c/ p4 E6 A 0 ^( a) d6 R( m+ b5 b+ ~7 \- G. wPop-up: Is an ad displayed on top of the page visited by the surfer. / l* k3 G. g; T. u' D( k( R& k! _# M6 ?. U' W9 ?) d
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 n/ q( s5 ~* l6 p8 L* I& H, C% |$ I9 p4 L% j
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 7 g% W2 b. a' `& D5 G ( q( K) J& ?8 DPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).5 @0 R! K, V3 a. i1 [
5 T- }/ K) C4 R" a! ^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.) N7 P8 n/ Y* v0 `; k/ Q
; U' ~; d9 z- ?Rank: How well a particular web page or web site is listed in a search engine or advertising results.; ?. a" c8 t \( k
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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.) }2 q% K' 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.& |( c) c5 s& p* C$ o& n
1 v# ?" V: |, e$ _3 S* N. YRevenue 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…). 2 c2 n3 F/ j* U% C- ^# P" ^, w H& z$ v6 g
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).9 l/ c. o P/ G0 j& |( V4 H9 G
6 z0 z3 {6 ~% j+ UTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.6 x" e4 @( O$ m7 x' J! f
8 Z& l! b$ c6 gUnique 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.' P& Q' I" r/ E
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