Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ! {) t* D$ U' Y3 \* O ?9 Y; uAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). 1 o6 i1 F5 m% p. {6 G: c( y9 O5 _6 j3 ~5 Y
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.) V- [- [- A* b" I% }9 l4 S
* ]+ \: [, U: ?8 R* N( w7 ?0 tAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…' O, {8 R7 G$ u5 [% L( f
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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.: i6 [5 t1 ~+ {, c- k* o
; Z- R& `* m# S& p% FBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.+ T$ ]7 { c! b) I* Z9 z
( s/ U8 p/ T$ 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. . S% H. a: u9 E % q- J' A: G: V2 lConversion 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. 1 Q* E. g! L. X5 C, [4 W# `- s# v7 @ w" i5 W
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. - b4 u2 D! v7 v* {, }* ]. l' Z' S' R* g" B+ v
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.& M0 L+ i4 Z9 ^5 F# K' j7 [
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Creatives: See “Advertising Materials” definition.- {, U8 g" d2 A
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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.% R) r8 r6 l. V0 _
- `0 \5 t9 \4 zEffective 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…).% R9 R* \9 H. c! c8 d9 T
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Footer ad: Is located at the bottom of a web page. " y+ h* c. e& E& T: }. j 9 ?4 S; f2 e6 V" u' LFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. ) [% u) i# f+ u- G( y7 ^; c( w. q/ L# y# P2 c) y, x% W- _7 }
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. 5 V$ p4 @2 I2 K' G E" Q% a; O! gImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).4 E; o' c& a, T9 T2 X. k9 b
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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.7 v+ w3 a; U; J6 ~5 X: e) f# S
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Insertion Order: Is a written authorization to display advertisement on Website(s).' w: g$ {! R9 k' @+ E: ^$ x# p
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Interstitial ad: Is a full page ad displayed before or after an expected content page 8 ~) i( T4 O# D( k8 B8 P( Y 7 b; x2 ]* ]" J1 X( h& W4 DIn 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). # \ \9 X, x4 l- B6 _ o2 ?$ m) N& s8 q3 N& U" H& ^( t0 j) F! i
Keywords: Search terms or phrases targeted by the advertising campaign. 2 `) C. W. M; {7 c2 \# i' T# h( C1 V* [( j+ ]3 R s" Y9 P6 z
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 m5 o% t2 z' _# ^! |0 O0 W! v$ _0 b" N4 q' P# I
Linking Text: The text that is contained within a link.5 W& F6 t8 u4 B) m& V, }7 l
" K) Y G* F3 ?6 Y$ O% V# C, qNTV 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+ q: A' t! V) q j7 F
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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.3 W) q1 r# R7 a5 |; G
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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. ' G9 h) g {2 _; r% J% [8 @
, T/ ^3 j2 J: t5 u/ |5 S; ?" E) tPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.3 I- X. ^% `, q2 D& d# X
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Pop-up: Is an ad displayed on top of the page visited by the surfer. 1 B5 m, N, F$ X" C 6 Q% s6 j% B( q6 d4 X& B! DPop-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. 6 |3 Z& M' e+ M# W1 s2 c 2 D4 A& @1 }: L( q l1 BPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.- c0 ~9 q3 I) w2 J
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).! _# l: {6 o3 u7 a9 M
- `& o- b |% e( d/ |. {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.0 g2 T0 e3 S+ a4 F, U
+ U$ n2 [, x/ r3 B2 rRank: How well a particular web page or web site is listed in a search engine or advertising results. 3 W9 ?, g0 s7 Y" O0 H) z' _& {1 `' b% C- `$ O5 X
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.7 k1 N6 T( I t* r" G- V
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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., ^* Q! H, |- j
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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…). " J2 d3 |6 O- G) F7 U- a- y8 j @ m4 i% V. k: l1 h+ ^2 W
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).: i. u& j# g7 M2 C1 w
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 6 O4 P3 i+ e' s5 v; F & |/ A) U+ j5 D' M7 kUnique 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 U2 @* l& W2 d ' r& g/ ^) d. ?" j 0 y+ c4 |' g9 f' L$ J
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