Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 6 P6 u8 L, z/ lAdvertiser: 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% _2 } w& S( B, }0 @8 G. U) W$ z& V 5 Z0 H' C* N! Q9 O* l4 iAdvertising 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.8 R6 S4 C5 Q; B0 z0 t
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…; D" z% I1 g# |- P& C( H
! q! T( t( N) s7 F2 FAdvertising 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.4 [: U! t P# I9 q: R# @
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. . T8 F/ O( C" A8 \3 E; f6 Q" d2 z' z: `8 _8 C
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.7 H: e+ @! s% R1 t* W& |0 \
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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.8 c8 J4 \. V; C" X3 q0 {: Q4 ~ G
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. U0 b8 d. R, g2 U
* a8 O' l7 W) w; k: m6 X& kCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 5 P; ~6 M0 q% k7 [: l- j" s; G W. M$ ~' I/ |6 E% i
Creatives: See “Advertising Materials” definition. " k6 {3 u: @# s0 f7 D( Q! v7 Z% z- a4 t/ J: A# e
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.( L6 l! ], }% X& l
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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…). 2 q; H4 f) @, D2 V$ N/ p0 ^8 d" P , G) e4 K, t' uFooter ad: Is located at the bottom of a web page. 7 }5 ]1 }" y4 r7 T
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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.% v, K! f# z! i+ v4 C
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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.( |# f+ B; s/ l& w: W. y, s. ?9 z
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 1 I- [& x" x( ^8 | ; v! n# v, p$ D6 D3 s* kIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request., S1 Z" [$ W5 j* r7 Z
0 ?; \% c/ R2 a; T: C$ i8 }3 CInsertion Order: Is a written authorization to display advertisement on Website(s). 8 r6 W8 l' ^% U1 n- J8 x : @$ x! l2 @( i4 v9 e! LInterstitial ad: Is a full page ad displayed before or after an expected content page( v0 |( u% s+ m& c m
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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). * e$ ]8 h2 S: O* M& G ; \; `" s3 { ]7 fKeywords: Search terms or phrases targeted by the advertising campaign. $ f# F; p: B3 G* ?) C, P/ c2 f6 x" X) K! A" t 2 g& J' y& J5 S% K+ p0 E+ @8 T' c JLanding 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.+ }4 T6 u1 P# W9 y& T6 N& R1 e
$ U1 d1 S: o* x. @Linking Text: The text that is contained within a link. ( b! G. W8 G3 Q # o5 H# D2 Z% RNTV 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. 7 T3 Q. u6 _7 k# Q 7 {% V5 e# [1 N2 SPay 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. , y7 k% B+ T! k) r% T" ]) P : y5 P0 E9 v/ EPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. ; A3 d# A. f: i" z7 q
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. & }" U- U% M# v: V) n- U3 q9 @ ( y3 B6 ~$ z" LPop-up: Is an ad displayed on top of the page visited by the surfer. . G& Y! h3 z; l9 [ K# t/ |3 F0 M6 v
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.% P! s8 ?0 @# Q! ~- f f7 I5 l
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. - e" t6 I+ E. {+ G" ~" z2 f1 u' U. W6 B4 N5 p' w
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 6 M1 r$ N$ O4 i+ Q- _0 l/ N% m( j! E' g9 S8 L& i" f- s. W- g
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.% y- ?6 i7 H i8 T* ~
8 C# O) O0 g9 L$ k9 M( @Rank: How well a particular web page or web site is listed in a search engine or advertising results.7 [8 i0 G! q& q; q8 b
/ M% _! x H1 ~. \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. 8 e& ~& j/ j/ K, Y' [* } $ B& }4 p8 W) C+ a/ q- X' e1 m( eReturn 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. " k. C, q' Z. a' P0 \9 K3 J+ A0 F/ J5 T8 D/ c
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…).- E8 ]+ P Z! U
' o, g1 d% E: F5 z3 }! A6 ySearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 9 f* X/ x5 e( s( i' v3 V 2 r; L4 w2 K, R0 n8 X% N" t% ZTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 1 @" e2 M0 C4 @9 T. y& y9 Y6 i8 G$ v4 \
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. 3 G' W& Q: x$ q! q8 `8 S X5 y
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