Ad Serving Platform: Describes the technology and service that places advertisements on Websites.! N' U: z4 `; J1 T+ M1 d
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). 5 |5 p+ ^& \( G( X* t0 }4 p. {5 N & P6 l" m2 y: ?8 d+ f8 X( lAdvertising 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.* D3 a* `' y6 U N- o1 \; w/ S
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…, V' c& N5 X7 |& }) y+ q$ X+ |* s' x/ {
P: J5 M3 ^* J" ?: `+ YAdvertising 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. + c' _3 Q+ g7 G3 |6 k0 m, J$ {$ ?& g5 B1 X9 l0 k3 `
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. " O3 b5 R5 k: H0 r! g" o ) [6 g# `5 R* l7 s% i, L- ?. ^! FClick 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) J. @; C# x, U
: G) U5 \1 }* A0 \/ OConversion 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. ' J/ s: v( m4 I6 Q1 J7 l9 k ) s% |1 k4 H O4 \Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.( V3 M9 a: q* [2 d( c
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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. ) j( b3 y" ?5 V" g1 n: b0 S- g3 C. N6 [, [/ J8 _# ]% K
Creatives: See “Advertising Materials” definition.# Y2 v: K! d, h4 ]0 Y0 v
1 Z2 D3 t3 K% E, D, ]) peCPA: 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.& `- l: G7 ^; q( f- y+ E
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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…). 5 i3 _4 n% A, M3 b & L3 ~, @# O( q9 H) Z6 E- l. aFooter ad: Is located at the bottom of a web page. - T% X3 A' P* s& @
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad., v( z; p9 t5 S3 ~
4 O% f" J ~+ C( mGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. 9 x! X9 K8 ?1 d4 q3 M/ G, l6 v2 L8 Q; O6 r% B
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).- C' J# B6 V8 W) b; q7 l) K
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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. . n; Z6 |7 K0 K1 r7 D M# z " X: r: i6 C, u2 q9 sInsertion Order: Is a written authorization to display advertisement on Website(s). / J% x0 T5 V: j6 b6 H* O, D6 [# f! E8 b
Interstitial ad: Is a full page ad displayed before or after an expected content page # P7 n) [; e Y& w) q/ y4 y( B) J, }2 e- f& I
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 ]% r# ]0 p! C$ f3 S: I( c- J% x7 m: r- @
Keywords: Search terms or phrases targeted by the advertising campaign.8 p8 A) R' P+ l
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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. 5 Q; U1 h" h- |+ c( Y E/ g4 W* X9 {3 ^8 y! o
Linking Text: The text that is contained within a link. ( H8 {# m4 B) B6 B8 r + {5 _8 l/ U3 U% s! b. dNTV 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 250×250.9 L& M0 w6 V+ j" B; t& s
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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. ' y8 a. m9 E m8 |# W( m ' x! g! f! |* r. I" IPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. k/ C5 @0 S3 }- J) Y% X. \" L- o; G$ C
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.( [2 N+ W4 w/ h! U& |6 x
( i& g5 d( D8 L8 VPop-up: Is an ad displayed on top of the page visited by the surfer. # V! S6 l* a; C* d/ W# T- P. _* P1 G6 X- E {/ Q2 S8 [
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. ! A) R1 O, e1 G% x2 j* m+ J6 h% g0 u* B4 V8 W
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.- t% {! ^: D4 e! \- [; O% F
& b3 Y2 z; U/ s, @: K! S- qPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).( X9 y- o0 c8 R
( I& h" {3 ^( Q+ K( k1 APublisher 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.8 z) R9 a4 ]3 s1 z0 I$ ~9 G2 W1 m
2 d5 h# g) W. ~% E% w7 rRank: How well a particular web page or web site is listed in a search engine or advertising results.$ r8 r8 e! Z/ 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. 3 j$ G" y# a3 g/ K) h& b8 X" }( n9 n$ }) y- D" b* T$ ~/ g0 a
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. & P# P. r- x' {/ ]' _" ` 2 B* k$ T7 }* c |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…). : O- y7 e7 d0 P1 Q# \2 j: q, e3 V. q
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 1 s: x) w# W! U! {7 t / o" s% `: s$ Y2 f+ m- I6 L0 ~Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.6 u' @0 y' T1 M( ?( H# M; C: E; I
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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. , K& W7 `& i3 s1 Y' E0 F4 f) ~' V( y1 E
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