Ad Serving Platform: Describes the technology and service that places advertisements on Websites.! f' R) C; x. p, ?/ O; C
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). 1 r5 B& _: {' } K' k+ p3 ? 4 ^1 m1 {9 G8 |3 HAdvertising 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. ' J; x: u8 l1 `/ K9 s2 g0 K7 R" v7 U1 j . q( ]) l+ z+ m* rAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…, N- L/ C4 j) }& A8 F7 ]; z
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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., o1 T- S$ M; n: g& d$ ^
) }7 \/ Q0 c1 n9 p# S* K; K9 QBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.+ E- x7 G8 [% ~2 M
% S4 s) C% m7 G' K& x- NClick 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.0 X; s) Y4 L: Y' p
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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. & N) y1 H, I+ i- S3 o9 N 0 o$ M" j" E9 N: ], ~8 tCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.) q: h: V, O9 c+ U: N
v) G- Z9 s1 v- iCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions." F0 [+ t4 G+ L7 V8 q; b4 c
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Creatives: See “Advertising Materials” definition.( f- R' ?: r( u3 ]
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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. 2 x4 ?! e( {* _ z( q0 {2 g: j" `: I8 x o+ h% n" S8 ~) G
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…). * b: W2 O% f$ G$ p * g- G; @( j4 j& f: f% M( O @Footer ad: Is located at the bottom of a web page. 0 X& I8 ?8 N3 b) _ ]( X
* h; w n0 P2 a1 A$ S) ~Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.( r! ^3 i( X- ?) ^6 }
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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. $ L4 l; ^. ~' }, S& N d4 `: v0 L5 ~* @8 N+ l
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).0 t# G: ^, `0 a! \8 w
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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./ l7 w0 H, H9 B& B
/ T0 }) @+ e% JInsertion Order: Is a written authorization to display advertisement on Website(s). # f5 T" N5 e8 d' ^- p; C7 f + z) v) @6 u' ?Interstitial ad: Is a full page ad displayed before or after an expected content page5 Q; n! U1 V; @$ [
m8 @2 p, U5 t9 sIn 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% }9 x+ {7 J$ c. ~1 H9 a; l4 s
; @( ^7 V# v# C& k- _Keywords: Search terms or phrases targeted by the advertising campaign.2 ~2 ^ N; ~# l0 r- C; Z8 u
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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. 4 r: U* ~$ u# A# S! X# G | ' R7 T% ^) N3 G9 A5 hLinking Text: The text that is contained within a link.' J1 ?/ E$ c6 O6 @3 i, ~( s
L4 s9 W- ?- N( e7 }& lNTV 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.; o) J$ r/ k+ X4 A8 Y4 v
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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. ! j3 p, S: {7 o" R! [3 z * D* T7 Q* {+ R/ OPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. $ a e6 b1 p' V G( K. I
, C: `$ r0 a; z3 s* }' p9 }* YPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website./ b5 h! c8 v+ Z2 D* s
9 [' A! ]% ^% }+ h& V, Q% x/ j+ {Pop-up: Is an ad displayed on top of the page visited by the surfer. # E! ?. F* t9 J5 t, c2 `; x6 W r: ]. N# |, b
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.- w7 R) V" K A! U9 F
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ' o( v7 s! n* d- F/ t: G' v; ]9 b- B
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).: b* f& T h$ \
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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. - v) R. w8 p" F! v" I- m0 n X5 g$ @* T" Q. R2 P' ~
Rank: How well a particular web page or web site is listed in a search engine or advertising results./ L0 j" m4 @9 D, M+ g
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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.3 m' i, {6 J4 g1 g* L" p2 s5 Q; f& Y
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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. , V0 Y$ V" Z5 h- X5 e9 H7 Z/ I. q; l
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…). 2 w) T3 r! {" I% L; H2 t+ B4 Q! C& q- a+ V. W/ {, N0 b0 f4 M F; j. G* [8 w) B
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).+ ?. P* k+ k! w' E. g1 u0 c
$ v' [ v: J0 x" K9 gTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 8 g7 r( G2 v( Q" c 2 V, v( q7 M8 d9 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.1 v" H. W$ E- Q' a! D
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