Ad Serving Platform: Describes the technology and service that places advertisements on Websites. $ c0 ]. B. B6 {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). % b% c' v, M- ~, P- _! _- T% i 8 s! Q# V. M4 J" m" P1 ^" CAdvertising 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. * E4 v8 d" x% y; V! X ]# N2 O1 w 2 p" B/ n- [* R" d. w# f5 b4 i2 O& SAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…- t$ @! H' J: i$ w- n
5 ]/ j9 N7 G* T1 K$ {7 N6 nAdvertising 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.# h( H+ q( Z k- Q, H; h# {
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 5 _7 n- t' c7 ? M5 o5 Z1 K: s. W& x0 ^* |4 i0 ~7 t7 a
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. ; Z5 @+ w# j, h5 l/ n S" |; A5 A5 W4 C( ?; R+ v0 z, ~
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. 6 G' M% n% ~9 v0 L1 B0 F3 H% z3 p/ X3 M2 `) y Z' C/ \0 y
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.5 E& A$ y# T5 p Q8 b( o" b
' u: _9 c; ^" Y3 qCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 3 w } Z8 [: @& n: D4 W) ] ' M" `2 D% ^$ A6 D- B$ F- O5 DCreatives: See “Advertising Materials” definition.9 v" Y0 X; k6 U; X) B. P) ?
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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. F3 l4 A. r3 j0 G
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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…). - e4 h" v* N) y3 o. [2 W$ t$ l" |( t8 W' \/ S
Footer ad: Is located at the bottom of a web page. , G" k% s+ ^. A1 j- F% w$ l & @3 T1 `8 A2 q/ v, ? M# VFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.# o* @) G" ]: @! Y+ ]
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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./ l! t% X# l Z/ ~
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s)./ C2 T! u/ C' ]2 T
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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.) p/ v1 y5 u) N. S# h+ M
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Insertion Order: Is a written authorization to display advertisement on Website(s). # i4 k/ P+ f- M2 T1 p " M8 [" t; G9 D x( v" }Interstitial ad: Is a full page ad displayed before or after an expected content page & l) [$ T; L* m2 i2 v+ b 1 h, ~- z( ?' k! w8 _& q- UIn 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). % c+ K' u% \5 `8 r) n
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Keywords: Search terms or phrases targeted by the advertising campaign.8 v9 t1 v8 t7 Y' W/ T+ h
5 Q! t+ p7 O+ R. ]4 f: tLanding 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 N' X; b' j2 @% W, J, l2 i0 F4 _! c1 r
Linking Text: The text that is contained within a link. , c |# c1 K& X 5 d& v- f+ V' ~4 c0 z) M& J( X& 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: H4 Q; X3 o! C- d ?* i) D% @
1 [2 V j5 H7 w8 c# jPay 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. t$ G2 e7 l: j) F. `/ 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. 1 r# w. J& {" X0 ~8 y$ K5 R5 S/ C8 w0 _, ^: U. }( `: g4 v. }
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website./ w! D5 Y5 s: D* V" G
/ @! w# ]1 \/ F+ A1 Z! dPop-up: Is an ad displayed on top of the page visited by the surfer. 6 ]# D* k* E+ @( X4 ?" W4 l5 g) K- x5 Y8 P6 y; u/ L
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.- e8 }: C& Y8 v7 f; e
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 6 o7 S2 G1 Q: B& o. m5 l4 W( I/ v8 U J# T
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 7 X$ }, A3 ^4 [6 U, N) S* M# ~ : w, p. Q k. e* O; L+ h. HPublisher 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 |( x6 w! f z, _( B
2 G, h7 T& ~ ~, {0 nRank: How well a particular web page or web site is listed in a search engine or advertising results.; e0 [5 f3 Y' q9 P( j/ U" k
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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., o; ~1 ]8 t B7 X( y5 M" J
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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.9 ?5 x. }& T, r: ~/ j, ^! t" W
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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…). % A# S. s" U' J, Y & S' j# D. O) X% p5 R3 C8 `' TSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).( v6 N2 Z. j i
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.( M9 d4 M6 n! f* t% _. y7 S; Z! \
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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. 4 v6 D, t+ h& q1 E# Z; f, G7 a+ y d2 z/ }. H+ }
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