Ad Serving Platform: Describes the technology and service that places advertisements on Websites. & o( j* k1 H* o7 {: a6 {6 jAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). $ ^- U) T- A& H! x, P& H( D& u' K; I1 x" C- i8 L
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.% k8 F$ L, n6 \
7 c7 N5 u' H% g) v2 p% TAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…& e% i! A/ [4 C1 \# I4 T3 ^& d
4 ?3 j7 {( L7 x" f% p: Y6 `1 QAdvertising 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.' Z$ a# U7 p- {$ f" Z
: O$ w: ~. w% gBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.: R; }0 {4 S! q6 F9 ^* o8 ~
; i4 H) F# {5 P% XClick 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. # o( l z+ N! F8 ], z 0 A8 `% c8 v/ T; }6 }5 ^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., f: _3 H& C, m Y
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.: N" k1 [1 c& R w
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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.$ {* H7 o8 {7 t! ]; M
( y/ K0 A$ }3 b$ Q! n, P+ R! ]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.5 k: S: A( e7 j! r' r8 L' G
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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…).( ]4 q. F K" m$ q, ]3 S- G# G% e" I
0 I, D; k# E! T5 w3 \! Y( rFooter ad: Is located at the bottom of a web page. 2 D: F+ {0 i1 z* t
# b8 s, m* J2 X6 N3 L# wFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.$ Q; T# M) }) E7 ^' r/ U
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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.; O( x! H; f! y* Z! G0 R
8 L0 p5 Z# s: L# T3 cImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). . ^3 f+ j5 H/ |- i# g; E ( @& ^8 W+ t. YIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.- n0 F& l) j3 ?! k; H
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Insertion Order: Is a written authorization to display advertisement on Website(s). 2 H c" N! t7 K+ y' W, Y7 N! B5 E, D- M
Interstitial ad: Is a full page ad displayed before or after an expected content page! d0 W/ j4 o+ R
B; J: u6 ]6 d9 l* cIn 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). 1 o4 D; e( j2 K6 Z/ l' X. S
" Q9 c) @; `: m. n# fKeywords: Search terms or phrases targeted by the advertising campaign. " N: D" E/ v% {# c2 B ' c! ^0 j% k9 tLanding 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. $ |. I3 O1 E7 O4 x3 p/ p0 L4 u* n8 q7 @7 W
Linking Text: The text that is contained within a link. # ?' d6 |1 e o- F , z' Y3 j2 z$ a4 u# D* z) v( P, bNTV 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.! u1 @1 u$ N- K5 Z4 T2 {0 u: I
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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.0 F4 y7 m7 N: ^+ y& ^% o4 T, \6 F
5 W' e/ R4 f8 d2 W& A& ?" NPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. - i+ T0 X R+ z- a4 [
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.; K2 Z8 \8 O; T$ I# z1 W
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Pop-up: Is an ad displayed on top of the page visited by the surfer. $ j8 p! u7 j+ y3 ^! b( W% u/ i" F; c; J
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.* |7 ]% S5 U3 |; a# g& A
9 m X J4 B8 J3 }7 hPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.* w9 H) {5 j# V M
; Y9 X- ?7 ]6 p; L9 YPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 1 X2 f) e, b- C* d, U Q: t; T- [$ ^" J9 N; ]9 \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.' E. P; |0 K) t2 s1 g _# g# l
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.) {! d" D4 a8 n6 i9 J
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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. ( k/ h/ {6 U x; K( e4 s9 Q! V: M) S* P" t" N) w$ Z! }# F
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' ]6 h; d# I& z
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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…). ' e5 o% x; U8 h6 s- F: v, N1 @6 x$ T 5 p. S! a/ N0 Z: t, a9 b" uSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).6 c& e1 q; U, h$ q
; H7 K& ?5 U; h- E' pTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.5 i0 W. m* j3 X* J+ G0 x
' h( E. Q' W% u( l4 @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.) Z# W5 q% A4 e+ d
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