Ad Serving Platform: Describes the technology and service that places advertisements on Websites.( P0 ?2 j+ h* 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). : z7 p7 C, V" ?; j) L2 ^8 b4 [- p! w# ]0 P
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.) c# Y& E2 `1 ]
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… $ x4 |6 Y, ^1 C" w0 C: t* h3 |& t1 d) R
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. $ z2 e( v' G/ |: @ % d$ O, E& H& eBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. " `% B% }$ x$ F% B6 B; l, f: a$ H y- h, x
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.( Z) M) s( \8 V& ]
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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.3 P5 U0 z" r ^0 L
, g6 L7 L& f+ x4 j' HCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. * C) ?' e4 }/ D4 }- v2 H" u' f. h( b1 a6 F `' r6 A! U
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.5 N$ Q! y5 }+ v( Q/ t
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Creatives: See “Advertising Materials” definition. P- o0 @3 r1 X" t K7 R* T, k" H- ^) n: b& [# n) c5 z/ F) U
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. 6 T4 Q$ J5 g5 u0 v& { , F: i+ A! A8 j. REffective 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…).7 D) q u, u6 G* B
3 q2 Y. R I" x8 [Footer ad: Is located at the bottom of a web page. % ^! X. o' c8 c5 y1 w* t
$ w) A! m* h5 \) @* C2 qFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. / D* O5 _" A$ \# J" o % W6 U2 M7 P# A/ Z4 x& [- A( qGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.3 e6 w% ]. f" H2 y- _8 t
: B0 H: z! ^! b4 }* m8 VImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).* ^& D" E6 F0 U5 A4 H2 A$ Y7 R
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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. " Q9 X3 T0 Q* i0 v0 x 6 p0 E7 |% S7 VInsertion Order: Is a written authorization to display advertisement on Website(s). " q+ ^( _! F* X0 v% Z+ F4 [3 d
Interstitial ad: Is a full page ad displayed before or after an expected content page" r3 Z( f a+ k4 p; V2 P
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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). . G& F( ]8 N$ b; Q6 u% s7 }4 A6 D( Y8 h h8 T( B1 M
Keywords: Search terms or phrases targeted by the advertising campaign. 3 B& y- J( {2 @" Q: \+ C( I8 U' F* I8 O5 V3 {' }
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.. b0 V- }% G; u$ b d
7 g9 {4 a% U, {Linking Text: The text that is contained within a link. ! C+ O+ ?3 e- f; ?1 v& L$ p) V; v9 g7 U- s3 c+ p8 L
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. r) T3 k8 ~; A" C( m3 P* i. s+ i5 N9 c9 Z7 ~+ }/ ?
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. ; K; K U y G; T: Y1 ]5 P( { 8 f; i3 a% R& e( t1 j( ^4 F1 n/ uPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 9 _4 Q& O6 z8 X3 {- ?2 ]2 z
! y. t; K) V; _* v1 d* bPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. # v7 J' P. o! f: s! ]9 }2 W4 i# B7 p8 r. ]. R2 v4 _
Pop-up: Is an ad displayed on top of the page visited by the surfer. 1 J1 Y( c4 c# n3 Y& N t4 m4 l, S" B6 W3 v
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. ! B2 d6 J" `) }! ] 3 X9 F" l" y# Y, w B/ |Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.' K2 ?% n. Q* K' u
4 S: L1 L1 T7 }$ w. v" Q4 ]% C C1 e! {Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).& u% [ N" j U8 v! H( E. b5 P& ~! J
1 Z' U' ~" ~- v3 d0 X& m% kPublisher 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 P F2 |1 J- x t7 V8 |
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Rank: How well a particular web page or web site is listed in a search engine or advertising results., D/ p- A- l! ~1 U, w# r# D
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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.( E3 Y6 w3 r% Y3 A' o' Q4 H
. N% S0 f$ u1 b8 i. w2 o6 } a7 a- {! CReturn 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.% t/ ~, `7 E3 T' F
; T9 c3 \3 l( BRevenue 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…).+ h( e S/ }3 c k( 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). ; |9 ]5 c# C% z, L+ C6 S: `0 Z" G $ L% ], B" S/ }7 U1 W: GTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. m; _0 o# u9 c- f- Z B% t" b$ E% q. ~8 f f8 k
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. + _* O1 {2 U8 D2 n7 r% B 0 d9 A/ Y. X: i2 Z , ]$ w2 |. w4 j
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