Ad Serving Platform: Describes the technology and service that places advertisements on Websites. : [ B- U2 C- O. y! u! {( @3 SAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).3 g9 C, }) G( q* l8 b
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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.' p1 x# b, d/ v: h! _* R: \: y
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…% `- @$ t i- J1 `3 v% S2 L
7 }/ [9 u9 v7 j. dAdvertising 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./ B9 y$ s* j3 B" o# E/ V& R
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. , N; R3 I9 P( P4 v D8 c4 ~8 o" O ?$ ~
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.3 ~9 w# f \& l2 ?) D
, w$ @0 t4 y" a, @6 R dConversion 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.7 i5 h$ M; ^& ^7 `1 {0 F4 F
2 Z' R- ^$ A0 ]; ~+ I F2 HCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.: i- D) ~* b/ v
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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.1 q4 F( x! i8 g9 d4 Y- s, x
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Creatives: See “Advertising Materials” definition. % W/ ^* z/ u0 H8 a8 m. F6 N- F! P( D( C
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.8 K5 V0 q/ l( j/ S; a6 @1 `! D
% ^1 ~/ _& E+ @$ OEffective 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…).% }$ F: U4 L! N8 @% z
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Footer ad: Is located at the bottom of a web page. 8 D" A$ a% Y9 U) X1 K" y
* G" P; L: Y" T3 C% @' n, |Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 8 l Y) P+ h" q( T8 C0 M* }# E) e7 M' L* j4 H' u7 d
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.) ~+ [/ L f& P
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 0 a* H; M* c' g$ ~; {* j- i) r# G - V q0 `6 x2 @5 i* K; nIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. 3 I: H9 v" Y# Q$ q" G 8 ~) W. M' [4 U m5 HInsertion Order: Is a written authorization to display advertisement on Website(s). 8 x/ o1 c" d K! N % [; }* u2 ]+ B& YInterstitial ad: Is a full page ad displayed before or after an expected content page7 M' y: b" i, `" h; H
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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). 4 g& J9 ~ N# m j% k( Q8 ~5 ]& Q" r! I+ q0 o4 `3 O# |% K1 a3 F9 v9 ~. d
Keywords: Search terms or phrases targeted by the advertising campaign. 6 k2 G5 K* {5 a5 j& | . n; v" L# b3 v: K6 Y- 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. 1 Q: V- b$ t, Q3 }+ q) H3 R* H ' Y s0 A9 D. F% d7 b( LLinking Text: The text that is contained within a link. & m+ d a! U- {: C8 W: e3 \0 T4 ^ 6 T/ y% q0 s* A1 K. k! 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. . p7 a. }& A |6 m: Q1 P ; ~7 \6 [% [$ U% S& s U% _- kPay 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. 6 J5 ?7 h" P' g/ r8 ~ $ d! v8 m6 X0 ?Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. ; e0 B1 y- I* R S( o" ~. @
5 v, u9 F6 C7 n& _8 IPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.- H+ g0 S$ R" g9 E% X) s' n/ r
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Pop-up: Is an ad displayed on top of the page visited by the surfer. ' i9 G: H3 s/ g9 O/ ]+ J. j( \" j N2 Q! G1 u w- n' l$ K& D0 E7 h
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./ [% P0 Y$ m2 ]" `/ F. \* U: c5 f; n
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ; d& n5 r% H' b5 V * S7 y+ r8 n; S# UPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).# P9 |1 v" K5 n
: b' @; x$ a& _8 y6 t5 \) f5 [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. 4 a1 Q3 |2 T$ v$ w0 @: z 3 [: O# y- i/ Y' W+ b; y% iRank: How well a particular web page or web site is listed in a search engine or advertising results. ! ]. w+ z( Y2 o( h: p + p$ M7 Q) o i! U9 Z6 M9 T/ YRetargeting: 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. 4 x+ u5 T5 J) w( n/ x l4 Q& T/ K# d" J0 e, d5 @. H7 [' ~( l
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.$ d( D- E0 x" H- x, ~* d
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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…).3 Q1 @9 Z# m4 C2 s& X
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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).8 w$ ~- E$ T1 Y
6 [" ?. R8 I5 k3 ^0 M- K2 Y/ lTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.! {: @* E0 D% ~5 k$ L5 e/ f) v; R
U2 o5 ] x S( YUnique 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. * g" z3 F" P. L5 }1 i( { 6 T$ `1 {8 ]1 N8 f, y8 D- N& m4 F5 J# J8 f X# |1 D. x, S
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