Ad Serving Platform: Describes the technology and service that places advertisements on Websites., Q$ ]1 F1 v. c4 c) D6 c
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). ) G' m! F4 L5 y6 N) U) p/ s& a6 O' T+ V6 O
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. + c$ V6 [" a" N# K) W( E6 j 7 N0 I( {. H" E6 l( w4 NAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…* |8 g7 M* [% j
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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. $ ?8 L, F' U! ^" ]$ |7 v8 E- k" m* X0 {$ o$ X2 c# K
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. * L7 S! ?' `3 \ . G( O, ?, A* d: z9 V# _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. ) c" [7 _) C8 \; N) ]. u, C" b3 _; G/ B- n# y
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. 3 u6 P8 o V6 P$ q$ ` $ |. w- a1 {; s3 O9 w$ B& ]0 wCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website." g8 D9 |; i% X! E/ i
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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. ( h5 J. P1 G( g. Z8 D3 r7 @' H/ E+ N0 ^. {' ` f
Creatives: See “Advertising Materials” definition.6 P0 D8 @* f: ?$ N5 ?
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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.6 C- b' a$ n' _1 P$ w8 R
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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…).9 ^, l7 {/ [6 d+ l2 B9 `! h
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Footer ad: Is located at the bottom of a web page. % j0 t5 o/ {. `! K" R7 N
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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. & @, K6 O6 Z$ B( T. u# s1 ]8 ^/ E7 i) t5 [- W7 E- s. I+ [
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. : Z4 i' ~' ?: K4 \4 r 2 Q) @& E; f) Z0 R. C+ }% O' fImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).$ b! \$ g1 n5 y6 @
! Y# u" D; Y0 y5 J9 J! hIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.: d- I/ Q1 f& g
; V! @, A# M3 Y- i2 J' N3 T$ Y' rInsertion Order: Is a written authorization to display advertisement on Website(s).1 k% v6 @! t& y/ [& X" _
4 s5 @1 [" A1 d7 Q6 p& eInterstitial ad: Is a full page ad displayed before or after an expected content page $ v1 u8 O$ h- S! _* e" ]) B# G# L" N& e3 h1 g2 [9 X
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). ) h) u( T" s- T& G0 e# D; V4 K- y0 [+ \
Keywords: Search terms or phrases targeted by the advertising campaign.& V$ p! T( @0 z0 X8 @% V
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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. ' @1 }9 K/ _+ ^7 s 3 {0 k# W l; y! T/ b& RLinking Text: The text that is contained within a link. % l. k) Z% a, ^ K5 I ( N9 m* p1 O6 n! _7 L5 }' Z+ E* PNTV 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./ Q6 @. ]# @ D
7 y( D4 i0 b# v% VPay 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./ t# T' h% ]+ X0 P( ] }# e
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Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. - X! x8 q x& i$ D6 i* X1 S& m8 E2 W$ e I
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.2 @" W0 q9 F7 W/ d* O# n: a
( X2 G$ ? k& X+ s$ @; z0 _Pop-up: Is an ad displayed on top of the page visited by the surfer. 4 J7 e U' B' v; O7 t' x8 }" O0 h3 y/ _% y+ {1 }
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. ( }/ L, g- U; ], W: \ $ d- m9 o8 d! z' ]; }; sPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 0 L+ ]) E( v& g8 e( J4 V* g - M- `& {/ K' C% ~4 Q$ SPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 3 S/ O: E- \2 X' W" G' _ F' N/ h. d$ l: B8 @5 s- Z1 q4 f, u! `
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. j" E' ]) x: U" J a& D t9 q$ l1 a' H2 R# J
Rank: How well a particular web page or web site is listed in a search engine or advertising results.! c0 c( D% h( Y: g
' p: Q8 Q4 [( U% W! CRetargeting: 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. & k0 B$ v& z! V 5 G1 I/ A2 y% W' s. F( R) oReturn 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. 5 n: P. n! ]/ J* z' `" z& k/ [ } i* y& X2 s: gRevenue 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…).5 V4 b& s; a! u+ j3 ^
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Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).. e7 J3 X2 |9 n0 Q: w& ^# u+ [
3 c: \5 ~2 \ y+ D- ~Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600." v/ i6 c& M: J5 B! s3 m
. N& ?+ l$ U' J9 _, E, `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 f$ r/ L% M% O' q5 j6 w6 X( w2 Z: S# }5 m. ^0 f
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