Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 3 @& P" \7 H, b c% p yAdvertiser: 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 D' H3 o, G1 n7 t% f. a4 T$ M- Q' h
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. 4 U, E2 {6 U$ g# G2 W( j- R- o- i8 C- Q! {7 W% m- F8 l/ d
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…8 O" }6 i8 F8 U4 D$ B9 X% w
* c: r, r+ A7 G% N, HAdvertising 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. {6 \# G9 Y# M0 K
* o! i" G7 s$ `- x2 oBid: The amount that an advertiser is willing to pay for a click or a thousand impressions., x8 K- w# i, y# g( L& j- q
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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.6 X$ H* m/ _, C4 o( a4 \
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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.; c$ L& Z# P* H9 [0 I# n7 u# G
# b5 N$ i) W: D& V% g* ]& XCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. " X2 k( b+ n9 S0 X4 t- {9 |+ f- I0 x" h% ^" d! w( j% p. K/ l
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 8 s- N$ Z% j: Z# [ ' i2 D# z( Z; cCreatives: See “Advertising Materials” definition.1 x, [" j! y( F
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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.. q/ v$ O* Y3 G% P" Z- \
* Y ?0 E# `2 y# LEffective 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 N8 D3 O$ W }- @" J3 e- f5 i1 A6 q S8 ~$ o7 S
Footer ad: Is located at the bottom of a web page. & b4 M8 C- F+ z+ U; I7 ?, D7 l 4 K( d) F: _) ^$ S% MFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad." E& |5 \3 q1 E v9 a) n: L/ u* [
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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./ Y! i" e9 m) m1 D2 B
5 P9 {+ [6 K2 X) |. o3 B% QImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). : \( I n& ~" U( G; G3 [. ?! g0 w2 A3 T
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.8 L& d" G6 M6 z
$ B t' s2 r' l- J. W' I' VInsertion Order: Is a written authorization to display advertisement on Website(s). 9 g' Q2 F0 o6 L" F0 e1 u% G6 {3 w6 P" W f- ~( L
Interstitial ad: Is a full page ad displayed before or after an expected content page + K: P6 X' U0 X5 T3 n R7 _7 L" Y8 O' x1 b; F9 J
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). : J, y* W! ^+ a' T# a1 k. @5 x: H- W0 n: ~
Keywords: Search terms or phrases targeted by the advertising campaign. 3 g/ d: v- Y- [' g; u' I* ` 3 I3 w) b" d; c Q5 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. 6 l1 T) ]$ r9 M- q ( z L/ G9 O4 X! i0 U* I% @6 e" d3 RLinking Text: The text that is contained within a link.3 U2 ~" A) a: k
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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 Z- g" q& Q! Q* C
$ p) s: E5 a& w( |. VPay 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. % G3 p: e* f6 U' c0 ?, l$ ?" E9 [& N7 `
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. . g% v8 K; _$ \% H# {' ?2 j
4 \" V' ?. A0 O7 R9 H: k* `: c+ FPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. , j! @& M* B5 V" C; o2 L, d% [9 b6 |8 l
Pop-up: Is an ad displayed on top of the page visited by the surfer. ( Y2 _" T" n% c) m& b1 k7 n: t- G! h3 ~
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. ; K/ Y2 H! r% { A2 R& d# X/ Z : k- Q) t8 M+ EPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.2 x, p( p4 w2 O7 y j1 T5 H3 f0 V- b
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). . A9 _7 s4 J. s8 w g : n9 o3 X2 ~5 P! \8 N9 YPublisher 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. 0 i' m, e4 z: r1 ?" C( ] - K- @/ L5 R" k. N; ^. @7 [Rank: How well a particular web page or web site is listed in a search engine or advertising results. % m/ i% o% L- r7 ?. q 8 u' m3 z8 X5 x$ oRetargeting: 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.( q' S" H9 g$ A4 n' s$ T1 S$ q
4 w5 s9 \ L |* |: y) pReturn 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.! o' A& W" b0 J' S- H0 |, X
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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…). 9 {% ` W& F _; M4 b v' L1 M8 h+ @/ w) G1 L
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 5 O4 C W( i1 K1 L w6 W! _7 K. J8 Y' p$ r+ a
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. " U) D% D+ U3 x5 B 6 ?: D/ j X" tUnique 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.& f6 r6 p/ b% w4 r( l% u. y
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