Ad Serving Platform: Describes the technology and service that places advertisements on Websites." J5 z' j& c" p% C" I8 F& 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). ! b1 x/ w( [9 J* i 5 L; L+ M7 V5 {9 w0 A' l8 xAdvertising 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# o( z( g+ ^1 x
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… $ ?+ ^5 @( P5 }9 Z8 \3 U* P8 |
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. - S- ~) `$ |1 @) f6 g/ ]2 @) j4 i0 \" Z0 Q' B( w
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ; O1 S& A7 @& X n: D0 v ! H& p1 Q9 [0 s) HClick 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.7 N1 }3 I2 e2 j9 B
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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. ) a/ I! D) N+ h# \( t0 G * y$ G) n6 K" v; ZCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ; t7 O% F8 J# t7 ?( V7 e6 D) r! O) Z; t' _$ j! V0 ?
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. ! G3 @- A! U' S! G. l* c0 B) F1 m) @% T- I5 D
Creatives: See “Advertising Materials” definition. + }/ w1 R) p5 ^" _( L1 j. T+ _ : g' ~! T% v8 p$ J/ T4 \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.$ k8 L* C' P- G8 |& X. s
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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…). # |' f0 t8 A+ Q9 p6 _. P ; Q F8 H h2 D, A4 gFooter ad: Is located at the bottom of a web page. 0 G: @7 X; H( S4 ~% G J$ x8 e# R6 ~
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. Y- |2 {5 Q" D. T8 C
& B# T) u9 U/ ^- P, J3 _ f1 nGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor." G5 J- U8 I, C8 s* m
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).5 f3 X# K7 D, |8 ]4 w. j. i
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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. 3 E% D; n) o$ x! W# r+ v + q: j- I; P: Z n$ a7 TInsertion Order: Is a written authorization to display advertisement on Website(s).) x4 a0 b4 t: M1 w% o
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Interstitial ad: Is a full page ad displayed before or after an expected content page4 p* k2 \) J/ V. h+ B
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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). 2 f @, \5 A1 l3 h, X" H
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Keywords: Search terms or phrases targeted by the advertising campaign." Z. E, x* A* B7 p' h) ~# h
. H- Y. ]0 w0 Y3 d$ T PLanding 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( F' c& Z: i( \: V/ U
# V/ S9 o/ S8 {Linking Text: The text that is contained within a link. b& n. {: R) V. A
# I$ [9 n% q$ p3 YNTV 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. ) k, V5 {4 \, i+ a& ~8 L( b" Z0 Z3 u9 \8 e
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.) u4 Y( t |- F
! o! ?" D# d% O$ Y2 BPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. : H" h0 S/ _' _- {/ U- q1 p, J6 m" x1 H
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. J, p/ \' x: Y" o. h+ T9 P6 j+ o/ c
Pop-up: Is an ad displayed on top of the page visited by the surfer. N& I; [" q. o, y ; c( X. w6 m* J4 n8 W8 U/ fPop-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.3 Z2 }! o- a: K9 x9 {8 x
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.$ ~+ \- U6 \/ V9 u' N( d
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).+ ]4 m5 ?( f& [/ G' 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.) A4 n" X* x) D' ^- f Q
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.$ g8 a. Z" j: ~7 q+ P! X
" S! k. j D+ b' q3 c Y* ^5 a0 RRetargeting: 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. $ B/ W$ W' H& Z t% o% j0 i" x9 G, w2 v1 v% e* n
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.( ~) Y+ `7 }8 j+ _% I
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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…).; u* N8 v! y- u$ U
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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).' R' d' v8 n$ m3 f
: m) z" K' U% p' ~* ATower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 0 v' D' b) c) w* n' q6 H* L' p8 X3 D( t" s
Unique 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. . U( d* E2 U5 w4 O) j8 A! `% e ]0 I- Y% L7 D Y
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