Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 8 s8 L% O: g& W: { C% h+ }! cAdvertiser: 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 P* N9 ^& L- d4 X0 i
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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. + M& v5 Z7 g, i j2 u) S# d; M # w# L% d1 y0 U$ X* {8 }' a% LAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… y; Y1 m9 k1 {$ A; H
, `8 n# D! R; _4 PAdvertising 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. 3 h; Y( t2 z n( |6 P7 F3 B% P; S5 q, t; t% U% ^5 i
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.% n5 L9 n: K/ b+ K6 T. y
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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. ' e$ U U* ^/ t9 y# |) }0 ?! A- d% V9 }) t
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.. J! I0 H4 ?; y) x" F) I2 v% Y4 p
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 6 u$ C/ ?' ~8 N' T* k' K8 p 5 W& n k5 F8 v& ~/ e; RCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.% E1 a2 @. N! S% B
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Creatives: See “Advertising Materials” definition." _ b- z A0 q* V7 O* a7 M
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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. $ p4 T- W1 q- G ) w G8 Y. b0 FEffective 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…)." d3 c2 V. |. l( @- e( {4 E# {
" a, J4 U. A- Y) u) r7 r0 Y+ `' yFooter ad: Is located at the bottom of a web page. 2 f( p! Q3 j1 O( U* A
) \; l: i+ w3 Z* O, p1 c$ ~1 TFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.& i$ y+ B* @1 ~# g$ b0 h
, S4 m$ H* n* C+ SGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.$ V l9 V+ {# H( N+ |5 w, o
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). - J1 k- G. b7 k5 K; {8 j$ ?8 f8 ?$ J1 c5 n1 M5 s/ V! m0 M
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 f" P" b# g+ I
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Insertion Order: Is a written authorization to display advertisement on Website(s). + B! ~1 W4 n, C+ K+ y/ y' c b* o5 D. a$ `1 J2 Y. DInterstitial ad: Is a full page ad displayed before or after an expected content page- x/ _) R/ r4 [
' C5 j& t4 d3 J% N1 L" QIn 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). + G9 Q7 c! c+ P5 f: u% c: R! W
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Keywords: Search terms or phrases targeted by the advertising campaign. - I' v' B% {4 r$ o" T* i6 _- u7 j/ Q8 o0 U& H
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. & @" M! ]2 |' @4 X& N8 p # A# l2 C" R) L H: DLinking Text: The text that is contained within a link.4 j' a0 ? I' ?( E, v3 y* n
0 U+ |' r& T$ 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. + g* @7 Y4 |# S: G* d. J* Q 8 {6 p7 [8 _0 RPay 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 q, V) q, h H7 S2 t. \$ S 0 c3 g- V: i9 i& ZPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. , |( j4 D, h- O; D
; T6 v& G6 @2 }* uPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.7 a+ R% R8 c: y. K" a. |' u1 I
: A0 p' T" d" }9 ?" J- zPop-up: Is an ad displayed on top of the page visited by the surfer. . O% n7 R5 ?$ F# ?/ d! [7 E. K9 `% k/ R% R9 W9 J0 c/ F: n
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.4 f7 L& o) N3 |6 m
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. - u& M* K0 s- n2 k p% I5 {% \ r( [( s- P4 ^( C4 U* |
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).: u4 P' o* N2 M! }( Q, n
U7 D" W& R% Y+ QPublisher 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.* J1 O( k" C: W) [" C
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.7 r7 R) t# Y. S. P, i) @5 Z9 l
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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. 4 s$ o0 a7 o+ K- r9 z x3 G# z- ~$ l+ S9 p& T4 ~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.0 Y t* }6 z1 ?
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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…). " F# r! X, n* p% O. c/ @. n3 u+ J6 O7 `5 h4 |% n
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). ; Y0 X3 f, d. V " K7 l6 |6 g" F" L$ l! KTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. # y4 U, `7 t* f1 _2 `2 O$ G1 K7 C' [ ! ^, o8 g' q: v; [7 d5 [0 jUnique 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. ' l' B4 V( v+ O& {5 A: z% x9 [8 R% J0 N$ I) w
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