Ad Serving Platform: Describes the technology and service that places advertisements on Websites.4 m, m" V3 \& @8 [2 i# _
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). & N" |% W ?2 l+ `0 o. |! b) q9 d$ [4 ?+ X3 ~
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.6 p- X8 w# S; v! \1 X' ^
" D6 i1 U# ]( z- t- ~Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…( e9 M0 G3 I3 [, H
: w% U j1 W! W8 A3 l7 d5 oAdvertising 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.$ g( C7 Y% k/ H; P9 S! i2 b+ G
- G5 |) O j5 ~1 ^1 M$ SBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. }1 \# W+ O2 Y( K, h( n* O& c, d+ ~
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. ) P# r8 t$ I9 o+ u. w5 i: l1 E8 Z! ^3 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.3 P% `" U" N; l- I. ^4 K
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. * @0 `+ M' _; D 3 H9 f8 m' U0 n4 F& kCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 6 ]$ g% u% x; j5 p 0 n- l3 P% k: C$ c) K/ T3 ^Creatives: See “Advertising Materials” definition.$ j% k8 @3 T2 q$ p6 g2 _+ m/ R
, N$ [9 R8 A M: f c2 b8 e' deCPA: 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.3 [* Z; S+ `- b F
) U2 K& H7 T7 Q0 s5 ~4 l9 qEffective 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…). ) Q& N9 z% p, l7 X% s+ i7 C$ w/ y# H! Z# b, [) I
Footer ad: Is located at the bottom of a web page. ( q( b3 T0 {' }/ S* i; G0 D
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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. 5 z: R) i6 l- [! l" y $ T* C* X' z% ZGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. 1 t1 ^3 V/ j0 t% a1 d# ^" y* P* J; g# H' U, K
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).4 ]3 V, ]% E+ G2 x" M/ e' `# Y" `
! f; W( E& h; j: _3 Q T! F# wIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.1 S+ q* h( l. N* g
9 T. q5 F+ z# D o9 kInsertion Order: Is a written authorization to display advertisement on Website(s). b( Y4 v, |: M% v) H6 t3 Q
5 |6 O: b5 t X* n, a+ ~& IInterstitial ad: Is a full page ad displayed before or after an expected content page + J [$ }/ W+ q* u1 r9 ?# P! q8 K: ^) { a
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). - L& K: d7 i& L M- O
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Keywords: Search terms or phrases targeted by the advertising campaign. . a' i$ Y3 C* i8 S. ^6 W$ s% e+ E+ Y2 g7 [
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.! ?0 W/ B& Q7 h4 K0 Y& T
+ j: y8 g. o$ {Linking Text: The text that is contained within a link.# C. R$ T( V- X7 { Y* D
" N, e c( ^' {; i1 H) h+ @& {, ~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 250×250.4 i2 o9 u! z: z& c. n! G" f
2 G0 z1 o; I- U! @ J6 Q9 _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.- d9 R# l; g; c y) V* a
$ W0 `' p1 ]3 J& z/ M% ]/ NPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. * \8 D. h; ^) M a5 r* K# Y6 ]) s+ [4 ?
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 6 t# @* _! @2 m( `5 ~: s) _& k' ^' N2 }
Pop-up: Is an ad displayed on top of the page visited by the surfer.+ y) @# O. p5 u. g1 M
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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.. J" W$ L. Q& f! v' m
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.+ f" i# M+ J2 d7 R" h( b
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 9 W- O+ j2 R9 P, U; f1 b$ { ) D1 _9 r$ N, |$ jPublisher 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. 4 Y' }8 k" o( s2 Y/ z ! q0 n+ i- t# }2 |8 {) S# v9 gRank: How well a particular web page or web site is listed in a search engine or advertising results.; q+ [, T4 b; i2 {
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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., X4 q& Z: d U. V# v3 y* `2 W
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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.3 v5 X% K( Q9 P, s
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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…). & i! c, h/ N; q2 b% H8 ?3 p ?2 _8 u. N0 p; z) m/ Z) U2 V, p
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).& ^7 O7 R1 w0 Z; o$ @) _
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.2 e! ~: A W) F4 F6 a$ G
0 i# O& d6 W! O3 b+ M* uUnique 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. # T* s( }% `3 v& h' f% o9 S% K1 o2 E& T) k, U" q
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