Ad Serving Platform: Describes the technology and service that places advertisements on Websites. , N( n( p: p, S& I/ C+ QAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).$ ]0 [; X" M1 R/ U- u
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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. P4 c+ d" S1 T* o5 R" ]& h" `. y) X, x7 N
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…9 M) e) ^6 B& ^% _* E
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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.5 Z( R7 N* {7 C
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 2 m( ?+ \# x( f 3 Z) M6 |% p( l+ E7 ~$ GClick 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. 4 Q" [' ^$ O0 K4 S+ E" F& R! n+ ?8 W4 O
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. * I$ G) W( c0 p. w 4 p4 _7 v% J& }4 `Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 3 A5 \$ n. t( w& s 5 J" K2 o2 h+ `. S6 @+ `Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. ; M9 C, K/ G# ?" `" z- b" k+ X) |5 w0 R
Creatives: See “Advertising Materials” definition.9 H5 C0 F: A( W0 K$ V3 J
: Z% o1 x: t( teCPA: 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. % A- `0 j, J; H1 i2 ]! p5 i- X7 z% S$ M
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…). + F: Y1 y: ]6 L3 b ' t0 f9 ]( X' N( ^6 I, TFooter ad: Is located at the bottom of a web page. 5 M S/ m2 u7 Q5 g- c/ |8 b# z
( D& @9 E0 ^+ n, v$ z. uFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. , @. |3 k$ c& T; G2 R6 r% G. }; q/ w# t: V0 F
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.: h. H% j/ w. {) Q
- ~" T" }( w3 {+ Y+ m( J3 a/ H0 n" VImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).3 ?( V7 I J8 t, E" d' A1 g. 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. ! y. K9 K) i y* [& l% \; c+ G+ H% S- ~, K: Y
Insertion Order: Is a written authorization to display advertisement on Website(s).8 K W+ M/ ^ R e
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Interstitial ad: Is a full page ad displayed before or after an expected content page* v+ P) A9 A9 x2 B8 k+ o7 w
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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). 0 h+ H& Q9 o& [) b& H: Q- y. W4 S$ u4 Y' r& r
Keywords: Search terms or phrases targeted by the advertising campaign.% V6 O0 j: T R4 M8 H: 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.8 R" L3 y8 Z; |; m9 N
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Linking Text: The text that is contained within a link.% }8 i- N: t& u! z/ {; H& Z4 B
4 i! `2 G9 W$ O- [* ]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. D, }1 X9 j& Q7 n* ~9 l
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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., e% D+ }) D; _9 a
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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. / z4 s P9 l C; R6 s0 s2 h2 u
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website./ l6 n9 y% A' ]6 W/ Y8 O2 |
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Pop-up: Is an ad displayed on top of the page visited by the surfer. 9 y+ _/ |) q" p8 P & l& Y3 o* U: ?, wPop-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. 7 `* }) V- V( r: w3 { o* J- V' D% n7 Q, e1 ~
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ! c$ z S: N% i; f# u% T! O& V* ]" k) c# G% ~' N
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). ! d; u0 i! `% {: O9 b/ {6 m' ^% n & \. S9 V4 a! vPublisher 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.. k0 g, t6 P$ s5 N) G) h5 _: o
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. # c1 ]( T- }+ I$ t+ Q) N 7 `7 J$ f' E' _2 R$ GRetargeting: 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. ; b7 T9 N' R h! L% `# X: E" l |4 K- ^
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. ) q$ Q" s" k* R# ~0 B$ I0 e+ k# s- Q
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 f+ s0 ]- X- Y8 J; O 0 F( t9 k) N2 q" LSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).3 L5 ~2 r1 N7 t/ c: D5 U+ H
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.4 W8 B9 Y$ U3 h3 y) S& ]
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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. # [' M1 @! l V , i& C$ t0 x1 F. o& ?# v" T0 D3 }6 w! F$ L. \1 b0 ]( x
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