Ad Serving Platform: Describes the technology and service that places advertisements on Websites.( m9 @8 J, ?/ y, `4 d5 a: t
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).$ c3 _+ }4 Z1 k" n
4 ?2 S* A8 L1 {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.# @( {8 h& H, w$ c) ?
3 \- ?" i5 t" q' `4 ` a' [ fAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…* t1 X+ l; ^7 f* }) N
) n% `# N+ r& @8 b) U! XAdvertising 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. ( D0 j3 J0 W6 `* j2 q6 ~) W d% E/ o( g. J3 @
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.. _. [, e& d }$ ~0 |
$ _( q9 u8 }5 }7 v' o. jClick 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.$ O4 A/ k7 V+ y2 z1 }. q3 l5 I+ W* `
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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. ~ q/ W m! g! M; A4 A7 u F# m8 U9 a6 X+ U& _Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. o& O6 f; ?; _, {2 a7 c' i2 O
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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. d7 H! M& L6 ~. _ + v; H7 I0 ?; d9 |( e. u+ u' BCreatives: See “Advertising Materials” definition.( U3 ^0 o a5 I& K* C$ B
+ B# R5 ~" Y1 x. K/ N! ueCPA: 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. - S# B$ U! U/ G P 4 {; _- S0 ]; O4 f" S. BEffective 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…).. `( \$ Y$ o% a9 k" n$ x
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Footer ad: Is located at the bottom of a web page. 0 H& T/ D' W; _' i 3 Y# u/ u9 c9 V+ EFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad." r* {" _1 L j5 f" v: H9 {* G$ n& {
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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. 4 q# M, R- b2 \! \ % h- M* F' l3 r* @2 QImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).6 }; z7 d; Y% M- ^. w
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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.% e* c1 t! \% F3 D
! Q/ B( Z4 p- P) hInsertion Order: Is a written authorization to display advertisement on Website(s). ; K0 L( T/ }" r1 K" c9 L; ^7 H
Interstitial ad: Is a full page ad displayed before or after an expected content page 2 G, P- h: X4 O- j' ~ + O" {6 Q9 D' m' P- N$ W# `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). - A& b4 Q1 e( J7 N: ]
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Keywords: Search terms or phrases targeted by the advertising campaign. $ V) u4 V1 S0 @: P 7 p) f$ u: M# _; J* FLanding 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. 0 y" j( P- I, m9 w & }+ C7 _$ C1 f. u' o8 e7 ]Linking Text: The text that is contained within a link.; U) l' t5 T4 F0 c+ u: E3 X
# Y' M% H$ f7 d/ H, vNTV 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' M, F4 s; z4 t7 E1 g7 d 4 Z) A! U* c g9 ^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.1 {( e9 }' v5 _, p% Y o
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Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. & U: `( Q$ z+ ^3 G w3 p/ f% j* ]6 I. K; `, NPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.0 S9 G- v6 F- Z: @2 `
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Pop-up: Is an ad displayed on top of the page visited by the surfer.1 Z' v, y ?; z
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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. - J, l5 F9 H, k' l1 [4 R6 I! z2 |( {, j% K- I
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. % ~1 J. t0 Z! P1 X$ h4 D8 }/ H ( q3 A. M0 n& |# R; N: fPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).. {, l( M* C7 u) U
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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.: n; _; G0 E% M. |
6 m* d1 H7 u5 C6 j9 W/ S! q. U9 rRank: How well a particular web page or web site is listed in a search engine or advertising results.2 x# W' T* E6 x; r( F
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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.& V6 k5 k9 f# R* s0 B1 G
9 F% c+ V. [0 D4 j$ f/ e9 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.5 o7 C5 c# r& }/ s
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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…).6 {) @$ O" e) g9 k, n$ c
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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). . ]# f, ^5 j6 o9 W/ m- o# ?" y$ ?5 E* g9 x1 u1 Q: r$ i: |5 y
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.. W3 A5 Q% e$ Y7 Q1 U }
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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.- S8 s4 a4 I0 R4 \" A4 @+ X0 w2 h# N
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