Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 7 J7 ^* |/ E/ ]6 j B6 u2 m9 I3 }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). % ^7 I0 U) @7 Q% U6 t$ {* ` - H% a7 M5 p3 ~8 O) ~% p) j6 MAdvertising 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. . {$ L7 V/ Q U! x- X4 |2 ?& l# S$ z8 J [2 F4 r
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… $ @- J H& ], T# L6 Q; F5 @8 n& F7 [$ X$ a6 L4 [" V+ v
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. 7 K2 M! ]" Y z$ v, [) P 7 W. H- W4 P% j; |0 [Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. + n8 M3 X6 ]) B' s1 G$ r9 \/ c% k* Y 7 e" @6 X7 a: e$ ~* YClick 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.% z( K' K. Z4 n4 F# ^, Y
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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. * o. v% B6 b3 v) ^* t+ t v z0 K( |7 [/ p( |Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. $ w( a5 _) P' l7 T3 Y : _. x$ b$ N3 y" oCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions." Z+ m8 _) Z* u8 a0 h
! @) Y- d# c! S7 T/ I0 z: NCreatives: See “Advertising Materials” definition. : Z; l( P& S9 x- g$ H3 i0 C; i1 K* D+ F
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. ( t8 |3 E! h& j, C+ b9 ~8 t$ n9 q* \. i+ s L
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 _' b6 ]8 w- d# ?
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Footer ad: Is located at the bottom of a web page. 2 O4 E) P" P% E6 \9 [! `# u' ]- n3 Q, l
) J6 W, Q O, U- E @Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 6 Z2 y1 g# X& ^; X$ Q6 w( F5 z- R& |) v$ x. P, L/ n; o+ C' t
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 `6 [. @+ z3 e: H6 Y* }* ~* x+ {5 e% {* n6 _
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).7 T$ a' ~7 F" L% L
g8 o5 ?/ O' k2 }# K- x( C# 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.4 m" k9 }% I D% L
, ^3 K! ~+ d9 yInsertion Order: Is a written authorization to display advertisement on Website(s). 4 u3 N. A d2 X ! P* \3 ?3 x, B' ?& KInterstitial ad: Is a full page ad displayed before or after an expected content page , R5 w9 a4 j N& X. D ( ?. j. N4 i9 S; XIn 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). ) `4 S, Z1 U% s2 R& I% |
p% A) J, f# |( U7 _% F4 ?Keywords: Search terms or phrases targeted by the advertising campaign.! z# r$ ]+ M9 ?: }$ M2 D, a& P/ \
! W( R( n! y2 B3 \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.% i8 \8 _0 h. z) e- X
9 L# k3 z, l6 ?4 N. t8 ~& zLinking Text: The text that is contained within a link. % k8 S; V. d7 L$ ]- v2 l- f8 ~9 | 6 [! h8 N' w7 w W9 b0 |" NNTV 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.# L6 E+ b/ [. {* a) k
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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. + q7 q' v: i3 W$ m8 p5 \, Y1 C2 W/ u9 l! Q: Q
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 4 f2 ^) x& ?/ l. N- O( i
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 0 e- Y8 u& l0 b8 l. k + y9 T- ~" I' X& Z2 h" y+ Q0 hPop-up: Is an ad displayed on top of the page visited by the surfer.$ Y |8 _/ H4 u0 C4 ?* Q) i6 m
5 e- z' A: J) X. b! U( m3 hPop-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' i6 p& M* o6 x( D9 G
$ ^/ x) V/ f( w3 {7 \% N! fPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.8 N+ ]9 b5 B' E$ a f" r2 F( `
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).; F" w& n8 M! T0 j6 g9 _0 o
9 D& q5 b: g1 L# v0 iPublisher 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.- U4 ~" O0 g8 [! @7 {. i
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.9 u1 @2 Y6 ^8 R# s5 x- u0 `, k
4 s, |- J8 Q" s8 Y) }0 DRetargeting: 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. & o- ~* a7 Z, K 6 i: s! J- B7 B1 v2 U2 B$ R! DReturn 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. H! ^; V5 q9 k) n0 R$ R. f f* _
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…).( v: C- T% n8 q6 r* O
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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).6 J1 y* ?4 f- e% W2 e
( @2 x) ]7 V. c5 tTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. J, G( t4 m* S $ E9 R+ j/ L8 K; N7 y0 X7 A: t# DUnique 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. ; e8 G [% ?7 S) @% K! z$ K$ K/ }- A0 S) m
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