Ad Serving Platform: Describes the technology and service that places advertisements on Websites. / P# f# Z! ?7 H% Y7 X( A) YAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).2 V( \4 J5 E' p- Q# J0 B; Y. C
9 D0 F7 {6 F# y, H; A/ EAdvertising 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.9 K2 r: F& E' s9 x2 J; j- l
0 Y& e3 [6 y4 {4 XAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 5 H y7 a4 w Y5 @( i9 i % I' R2 m: {% h% RAdvertising 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 Q/ j! J4 r }+ D$ G( A' h" {% ?" w" Z
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.. A+ a* r, i. F* }9 h; z: M) s9 f
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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. y' Y6 \8 |+ V9 ^+ {& p% [& g- f # x4 D& d3 l2 J1 Y# `. k0 W! BConversion 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. % K' d8 q7 n4 o. s8 f- ?4 t) O/ r3 m- D
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website./ f% D3 Y7 {. R1 b
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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.7 S* a, [1 @/ l$ S4 T! p1 U
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Creatives: See “Advertising Materials” definition. 3 V g: `, l Y3 d, B6 b9 ^& X# y, a! `- @! B' I
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. - [ p# Q3 M4 [ 8 Y( F3 `$ {) [3 z) MEffective 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 \, b* ]" `# J5 E4 e* J3 {
3 w) `5 a. c i: c' O/ RFooter ad: Is located at the bottom of a web page. ' d: |5 C6 n9 L/ Y
; ]6 H7 E3 L3 |8 CFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.3 ~; l) a. |+ E9 k( T+ Q1 `! ^- E
" }9 H O: G/ P: b9 c4 ]7 j1 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. # Z5 Z- ?: h4 Y : o" {- |- s9 o m; [+ b( XImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).+ k3 v9 s8 W5 X5 }. G2 ^6 W4 o- ~
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IM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request., k1 M% r& f9 Z( w* V5 [! q
8 N0 ^3 l5 e2 Z, VInsertion Order: Is a written authorization to display advertisement on Website(s).) P$ V" `- L' n: i- C
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Interstitial ad: Is a full page ad displayed before or after an expected content page/ W8 M- c) n' V
5 y. w% O: l3 F4 V; y3 v) c8 rIn 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 Y3 ~$ Z9 l/ u2 H$ s& | ; z- s6 G$ I+ X% j. v" [' e# m/ CKeywords: Search terms or phrases targeted by the advertising campaign.* G6 q, D9 Q) I5 k: C! Z7 |
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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. 5 a7 U7 t; t0 c4 ^ * t u: b6 ?$ }, }( |! _Linking Text: The text that is contained within a link.9 i8 u. o2 j! ?* Q
% d% @# z D9 oNTV 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. ) u3 ]9 X9 L- E. i7 K, x0 B) [ R0 E% V, H+ X( l* N6 ~; G T
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.$ Q; v' U" V% Q5 f* [
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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. + d% E* E" P0 e# U6 F1 R4 P" G A+ z$ A1 w1 K @; I5 n; R
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. S2 g5 u- G1 k* q
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Pop-up: Is an ad displayed on top of the page visited by the surfer.* I$ |+ d; R- |* h$ T6 x
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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.& E9 z$ ?* v9 [+ J4 e
. t- L! c$ P+ UPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. # L& J7 e; Z& y+ g5 _ 5 n4 i- \/ R' u) W3 ^4 e! F7 J1 uPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).) E+ Z! w7 p, \; I3 F; n- b
5 p7 i3 F4 H5 G2 Q' V' m& @$ zPublisher 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. / X5 ~. G0 p, t; d& {: y7 ?. t& y' B( `+ H4 y
Rank: How well a particular web page or web site is listed in a search engine or advertising results. 4 M- Q# F U, C7 L 1 }! W6 g& X! `6 bRetargeting: 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. 7 {2 z) r4 s4 C4 A$ U( z , d$ F, ^, m+ C+ _# u1 L1 g: JReturn 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 t4 n3 e- s3 n) l5 Y' j# H- \7 F( o; j; u) k# Q6 x2 x- S
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…).9 q+ c' w9 S9 e& J
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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).) q+ Z- q& |+ i1 \
. r" [; n% b( bTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.: I0 q! `- P' X* C. o* p) u
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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. s+ o( @4 h2 o ~. `3 T2 v8 T* U7 F ' u# B# _( H- V" _6 B+ r# F0 M `$ n; \5 p0 r: K0 T
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