Ad Serving Platform: Describes the technology and service that places advertisements on Websites.4 H& G5 z4 s6 P! 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)./ j7 x8 C, x; Y2 f, g+ N# E! c
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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.* l( }* I) A% h0 W$ b
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… . Y2 R. H3 I4 [ u/ j* w6 N- e6 k7 l5 i
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.$ q$ ?+ w' ^& a5 ]
/ G$ u/ n% s* yBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. X N2 r/ P3 U. h ( x' H5 ^ n. qClick 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.$ m: n* ]$ _6 K) x# R2 V o
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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., u% x; F1 X3 O' I/ M& F' L
* P W A7 h7 e+ F7 _$ f" hCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.1 [, |; i; y2 B# l6 f* N
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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./ }! D. i% e" D
! \- v4 }" N: g6 F2 c+ n, @$ iCreatives: See “Advertising Materials” definition.; a6 K" C% B5 D
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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./ E& n2 ^% d3 f) f/ F
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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…)./ L; ~6 [, T# E) C* L/ H6 H$ ?
+ f4 m, e, O6 K, ^2 N9 u+ qFooter ad: Is located at the bottom of a web page. : A" @2 S' p$ ^1 Y% T L- `
; R6 w* c8 @$ i/ ?Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad." @. F# g/ G, s& ~
$ V W+ S% ^+ w5 WGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. & e1 U- s- j% V# p: d% g5 K3 U. m! D; N
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ! `4 @8 F0 q, Y! `1 V* b3 m/ j0 m% f6 t7 K
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. 0 P9 s! C! J$ a9 Y l: R- f$ l' a: F# E' h
Insertion Order: Is a written authorization to display advertisement on Website(s). + [9 ^7 s. l; y$ V, v( d- ~8 W+ T; d) U; h' D
Interstitial ad: Is a full page ad displayed before or after an expected content page ) X4 s* b; k. h/ N8 S" H3 W* K4 f0 k+ t0 m! k* 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). 7 |6 Y( P$ d% e) j8 B
& f* Q+ g7 R$ W3 M7 M" AKeywords: Search terms or phrases targeted by the advertising campaign.( v! i9 S& _- T3 P. f8 c5 N6 g
- y! u, i0 H* G- n" H* F* O! Z: n& [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.- P$ J& \# B2 F- t2 [; c0 j
_8 G" ?- F4 s% BLinking Text: The text that is contained within a link.3 ^0 @8 d0 M0 e5 U4 M
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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. 6 Q) [7 M. l4 i& m1 n. B& V2 T - Z9 s" b& t4 o0 j2 u" A8 N. ?) UPay 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.; B, R6 T# I% v- d$ Q0 D7 o
* u. Y9 U( ?8 L. PPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. & ~* i( E5 y5 p i( _
) b0 L k: k* `1 Q3 J+ `/ MPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 8 U4 w! ?$ p6 j; M4 O4 }$ t! I% i$ _$ s
Pop-up: Is an ad displayed on top of the page visited by the surfer. # G, x6 H! L7 _+ s7 w8 D, I 4 I+ I) d. q" X$ K: \ A3 a+ ]) kPop-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. . ]- w& L- r1 D. w' c1 j& }9 s ' c5 @& n/ o4 X! d5 fPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. . e D( X% J) n' T, M# ~ & J) Y; ^" r) ?& F" S' z6 i9 q' xPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).9 I$ n8 _1 s5 J
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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.% j8 E7 ^2 Y' W" P; {
/ L% K$ k/ c8 b) c/ k QRank: How well a particular web page or web site is listed in a search engine or advertising results.2 D0 _0 O* m5 W
9 p; {8 g5 l# C8 ]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. " A$ v" i1 K5 K; h: n4 D% F. ~2 o6 V Z# k: q% M- _- @
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.9 b" N( L$ d* L' @9 Y
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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…). & V. Q+ Q+ X) Q N ; W8 `; |, m! @7 k* ~/ CSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 8 M9 f3 M8 n5 H4 P ; p' M/ W; N1 C nTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.: Z# c0 j. f# \$ T, s9 E
; {6 U* l( v3 d# e) F" x) D; vUnique 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. : `' [2 ~ l; z$ Z0 b: _# m; A9 ?% k" }( r! K7 @. M
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