Ad Serving Platform: Describes the technology and service that places advertisements on Websites. : [$ n0 g6 f% H" o5 g$ AAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). 8 S/ s3 Y6 F7 p2 d6 t$ U- ~+ C : p2 V3 t( ^% Q7 a7 p. R- l" gAdvertising 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 }4 s1 I3 R9 P! a+ M( u 6 d; @: a U, f! DAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…/ j2 c+ ^/ v4 j
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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.: U: Q. d- O3 ]3 \3 m. l
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.; @9 | W" Y( {% H/ J6 P: n
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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. ; H0 ?( N# m% I8 h& f3 Z1 h- N" j, k/ Y
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. * Y, r* U# `! s# q 2 y# Z6 e9 h. _1 VCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.- |5 }" N$ b4 t8 f7 o( l- \. P, p
* c" l* y; H$ i3 l7 ~Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.$ x# R8 u, L9 x, v' E9 ?9 F8 A0 N4 t
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Creatives: See “Advertising Materials” definition.8 W# c7 J3 r3 R p+ Q! s( ?& y
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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. 0 r* M! N5 p5 `" j, U$ d- |. B; w+ h8 k% f: i
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…).. ]; i! Q: x- u7 w
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Footer ad: Is located at the bottom of a web page. 8 `% F% M! D9 S: h$ ~" l; P0 u7 x) m; r1 {% j- [
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 6 ^# H/ @0 I, X$ I% Q- D) u' r$ J+ ], p6 M% z/ [3 V
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./ ?) o' p( m# {3 A1 H
, O8 R% ]* [) Q0 m# ~" o" Y# {+ @Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).7 K- v, U5 H, l8 W
6 g3 |; Y( ^) vIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.$ s8 z9 O2 Y6 j7 W$ T3 J* m2 w$ w* Z
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Insertion Order: Is a written authorization to display advertisement on Website(s).$ n7 A5 v; [% l8 a H @, Z. l# ^1 i9 E3 T
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Interstitial ad: Is a full page ad displayed before or after an expected content page ' `! r' b) ?& {; W! R5 M8 O & |$ t( }* G# ^& I0 G$ f! M" 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). + b. |; t' j( S1 {$ S& O
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Keywords: Search terms or phrases targeted by the advertising campaign.% M0 E2 M7 ~% U* E
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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.9 k2 c, D5 }4 T) k9 e- i! N) u
6 |* C! u8 {/ M% i: G5 v8 Z+ JLinking Text: The text that is contained within a link.. E R* X. U( b0 A' d0 Q- p$ j
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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." z5 r0 A; }; i& d
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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.: s1 V$ ^' u2 K
% ~" H4 E, Y/ R: APaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 6 D/ P: X4 W d- E( c2 Q+ n* X
' z, b5 I9 p, d5 ?% S! gPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. " p% ^; u- ~7 g2 f1 O3 `4 R5 q8 O4 i' L; V/ Y& l
Pop-up: Is an ad displayed on top of the page visited by the surfer.( m2 ~# m0 {6 d) l6 O
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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.$ F J( D3 D0 \* f. {& u
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 9 C" e" D- o2 f `1 k4 R4 L6 _ ; `: C- v7 ~; ] o9 Y+ V5 gPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 2 l/ S ?2 @7 q) m/ A% S, x$ `8 O; D( G7 P C9 M9 E& y
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.# o* E5 ?* w# L3 z$ U: n
) Z4 v" H- [$ p7 gRank: How well a particular web page or web site is listed in a search engine or advertising results. / @# e- f0 R' r% |! Q8 B& F2 w/ [5 R) E) l
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.& E- |! C# ~' l- o
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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. / ?& o6 s2 W4 ~; O) n B* ~" `9 o ^# J3 MRevenue 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…). 8 _8 u/ Q- ^0 Q3 ]7 H# f E' r- P4 i/ b* Y0 n( _* @
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). " r9 d$ ]6 ~4 e/ j8 z# O1 m7 D& h+ d m3 l2 i6 r' `3 F
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ; R2 R+ m# X: h, W8 Z3 X) h$ L* p% G2 A ) X: s; j# Z- U3 R3 s: L; f+ RUnique 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. # D- B5 ~& E' e: U' _ . \+ m' t1 h- z$ z+ ^/ z, p% Z1 H( l$ y7 e/ _/ K! S" L9 s G: }- }
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