Ad Serving Platform: Describes the technology and service that places advertisements on Websites.! G& B9 W( G" ^' V3 l4 w, i7 v2 z
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). + w) _. n) z2 y- g6 e9 n/ B$ T ?, m& k0 o, e- B
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. $ F+ f& z* s. D- F: K* |2 i2 b- D+ r
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ) ?* ?- D5 ]! e0 F 5 K1 R$ N: E3 p( v/ TAdvertising 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. , D- L' R6 ?, R# d7 |8 G8 v: S5 S) B- ^' P4 N3 v* r4 `
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ' z4 s% p% w5 |/ k/ r a# l" Z - L1 ]& r1 f6 K2 P9 S/ PClick 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 ^2 e, n1 ]1 v3 ^* f/ m- x& m! p5 X6 P- d& b# n4 I5 P. d
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. - \: d/ C% K& m; K1 v! i8 r1 s _+ L+ j9 |
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 9 B/ w: c) C3 ^4 {9 @/ o: P 6 P2 J! z. s3 \& p9 C3 F. ?Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions./ h1 L! o9 p& Z" K3 E+ T
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Creatives: See “Advertising Materials” definition. : |$ U- u( ]8 z0 K * S- ?$ d2 n2 F( S1 L4 |* P% A! UeCPA: 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. . V" y; @* D4 t& k7 C) U _6 }8 M: ~7 m( B
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…). 0 W. Z: k9 ?9 l7 ?" m& W( P9 z9 j" L8 x+ b
Footer ad: Is located at the bottom of a web page. 2 [" d+ W, T% ~# x$ G) } & |, A. I) X) B: ]; u' E9 o6 v! v$ lFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. / @+ {9 T) O6 e4 b' [2 o: D1 H" @3 c- k( e4 _7 J' {' k3 q1 n
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. " M. I, e$ Z$ _5 ]( t% z3 e, X! u5 P- N7 x
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ( T7 q) w- W& W' _3 j/ ~ 9 S# U7 P1 U* e lIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. # O+ P" A+ g( W8 C8 l: e3 J2 x. t! C
Insertion Order: Is a written authorization to display advertisement on Website(s).* t6 V6 o O3 M Z3 U3 ]& u1 b
1 L! c; I$ }6 u& p* q% N* c, qInterstitial ad: Is a full page ad displayed before or after an expected content page+ l; X$ b0 C! O3 q9 x9 `, e; [
I$ h# a% b( n% }, OIn 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. z/ c: l7 M2 w6 x
2 d' {2 v) g/ ]* j3 \Keywords: Search terms or phrases targeted by the advertising campaign.6 p) X- G6 s. [( o% w- I$ _
- A% \4 z W$ E* uLanding 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.! L2 ^- u% T$ L) \$ y0 Z+ [9 i0 R
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Linking Text: The text that is contained within a link./ b8 A6 x$ q& d, ~- F( I+ }$ p" {
, ^' R7 o# `& I0 ^! W# Z! Y3 ?5 }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.+ P3 X8 f. L+ z# m; g
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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.; m. a8 {/ X3 o8 ]) ~0 }% X
3 @* W o9 R6 n: J5 z4 Y% ]& _Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. ; b0 n- E' M- n: t& W* |
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 1 Q/ B$ y- k q; C & e- Y6 b8 {" n7 L1 }Pop-up: Is an ad displayed on top of the page visited by the surfer. 0 k) b+ u# Q/ {2 e' h' u, o6 V* y1 A m4 Q U( z5 m+ a
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.6 L' W: W3 o; H
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 7 X& v+ p1 @7 _6 K; Y, W/ j1 q1 l4 v/ U; W% b9 t
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). / J/ o) T$ g: G$ C O$ }) }( r2 _' z H/ \' WPublisher 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. ! P2 f* L, E- o6 w6 s# P; p" J, x4 O) H0 \* a( C- q+ C
Rank: How well a particular web page or web site is listed in a search engine or advertising results. 3 {- ~# a. F' u- E; R* b. Q2 J5 B2 }# V& i/ M9 ~
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., `' Q, }; P2 I2 n
& N5 a, p5 `; 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. $ A0 \" r* `0 c' \5 D" ^ + E$ V) p3 p# H, _' f* ]+ wRevenue 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…).( C: r9 V2 e+ u' [ {
" |: C' a" ^2 k5 J6 m2 ~. sSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).. ?# R9 k# A( \. E
5 j0 D) g# H P8 z& o' a" JTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 5 N! Y" q6 {, D2 r) c% Z- u, l! Q; l! q/ _) u" L# W' p3 X
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. 1 q, T2 \0 |( M) d& U+ ^ f& W% [ 0 D! A' H. A' L# h: s2 d0 v3 U7 G, U& i
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