Ad Serving Platform: Describes the technology and service that places advertisements on Websites.8 C/ S/ @6 o* f5 N
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 P8 Z J3 t% K6 x
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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.' d$ X5 V& e& n6 H' {8 H/ X
& g: c2 Y) R( K3 ] |+ o+ YAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…" [+ q5 T( C2 d0 A
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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.. j' A9 W# l v+ v D! e
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.3 f4 ]: e3 }& p: `7 }
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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. - ~, @( v0 D9 W" M" N: r. d% m2 f5 ~8 ?& r
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. 1 I Z7 ~/ c8 k/ D. w Q/ K$ ]; k! a6 Y: F
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.2 W' Q" C. V+ A: M+ h% A! v% p* I
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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. - c& C! ]& i7 S1 n0 L% l+ Q m( o! w T8 ?
Creatives: See “Advertising Materials” definition. K& ~& k6 z9 K- }6 |, H! W* D
( E) M x9 u2 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.' Z/ V: J5 y/ u& x# }3 W4 }2 w
+ ~- F* D3 I- H0 H9 a o% `- 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…).7 M" c2 N6 E2 p$ v+ M
( B. ?2 ?1 E0 WFooter ad: Is located at the bottom of a web page. / a$ ]0 Z* [/ E 4 v# n" S) O8 ~; f! S3 kFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.7 [# w3 l* k+ c x5 T3 x; ]( T5 ]! m) L
0 p$ }" @/ H( K: L' GGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.' X% o9 C- c) p! r
5 ~8 N2 Y3 G# b! ^Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). : {( U! ^9 }' k9 p% d, i# `$ f' ^7 r! N v
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.. ~, S; j. q% Y% L f1 T
6 T6 @# a6 u7 t" pInsertion Order: Is a written authorization to display advertisement on Website(s). " J; l: w z) `$ H! s2 V; g; d' m8 S# t1 ^+ e
Interstitial ad: Is a full page ad displayed before or after an expected content page 3 t. ?. }2 p3 s7 u9 ]9 j$ i7 ^' r1 U ~ a5 ?8 y% _ j& N! m& |
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). + f+ w& w3 G( X" x! l0 c, Y, |7 p. t* |7 O" i
Keywords: Search terms or phrases targeted by the advertising campaign. % u' ^! M( D2 q, M7 u! c; _ 8 |1 i0 h9 t+ Y4 G" nLanding 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 W# w; W( I9 ^5 r+ a ! x/ }/ N |9 b) \Linking Text: The text that is contained within a link. 3 Y( ?, a ~/ C' G2 G5 A0 {7 A* _8 i) c0 F4 {+ T% _% W% | y
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.$ p2 B# ?, G8 v* |, Q7 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.& O, r, u3 y- @6 `# ^
2 j& T( B! z- M+ }* cPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. + B4 E' p. m# f7 U2 f: H" y2 x( U" l
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.7 ?) E- {1 P$ X; y# T# |* F B4 z" B
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Pop-up: Is an ad displayed on top of the page visited by the surfer.6 G7 l' G1 i6 [$ f: m. f) _' L
. }6 D# b' [) K T6 t) W% H& VPop-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.$ ]' O- z( \, I' f! u3 m
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. $ m A$ W- G; w8 ]: `- f& V$ M% V0 E3 i) _* a
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).5 ]3 N: B8 x8 [6 R! y& k/ x
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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. 8 _9 h- h; P, i7 }$ N4 {* K # ^% k3 ^4 {7 Q% SRank: How well a particular web page or web site is listed in a search engine or advertising results. $ I( w! W; S" t/ G4 d Y: B% @' M0 s* R& ]7 n
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. ; n# I/ A# N) y" S 8 D# `' ]0 F+ d# e0 O3 j0 sReturn 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. 0 G+ H9 J; E, M3 Q2 p. w: O; {9 I% S+ r, b9 j
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…).- d; `6 q' c' A
F# X1 H5 B) a8 W1 U1 A( XSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). ( A9 A* x, H4 z3 N / z1 C0 ~; O9 U% ~2 r/ JTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600., ^: r0 N$ }9 t; T5 Z' n6 i7 V2 C! B
- L3 A" n) _4 j+ @2 l! s2 b4 |0 BUnique 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. 8 v+ z* K% a, n# v7 f: k/ s6 ]; u/ |: W% |+ ~) [* h" Y
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