Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 8 B# C8 y! U2 L2 RAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).3 N o, v& t& L! |9 ~
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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.2 G; O$ v: v: H
% v* u7 W# F% K8 `4 M5 g1 q2 V. hAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… / Y3 S% F1 q" k1 u5 c, V: ~% G! U / a* m5 O; N3 v, Z# GAdvertising 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. / w: D8 M; Q/ P1 y9 P3 R N/ ^( P0 @3 y; [& \
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.1 a" _/ I* O6 T% d7 L
6 Y) C$ D4 C2 t9 R* ?$ ~1 PClick 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. 5 U: `4 |" Y8 D$ K0 i " ^, e( [/ K4 u4 H P# bConversion 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 d% x/ Q5 Y# y8 X, a. k, m' f% v- U$ |' G
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. : ]7 S/ t9 K; p* x( i7 e& T. x$ A! d$ z
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.! f$ q! q o( s2 r
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Creatives: See “Advertising Materials” definition. " p0 u& I* [* M U2 I- \+ t' R* o9 H8 S2 Z- x$ W/ m- O
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.8 p- ?( g1 O9 K% k6 K" R6 [) v
' `* k* p/ A w6 H& p# cEffective 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…).$ z) x b& A. ?) `8 `: C0 \
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Footer ad: Is located at the bottom of a web page. + y# S) N: E1 ^( ?+ ]& e' j
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.; \& F* l; E( i! T# N0 x' R
0 e: N- h- j6 f- N0 MGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. * \* D" M( U& M; m+ w9 G5 ?& g6 ]$ B/ `& [) o3 W5 s/ S1 p/ N/ D
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s)., Q; e2 u3 [! Y( ~7 i9 s
- N% X* R- R7 ^* `1 [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 `. E) q. |8 c7 w* r; C" v
6 b, z; i+ N! H5 a7 gInsertion Order: Is a written authorization to display advertisement on Website(s).9 G# G. F6 D; C: ~) `8 u
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Interstitial ad: Is a full page ad displayed before or after an expected content page 1 E1 G# s! R" \; l8 u9 C+ _) B& @4 y% L$ V7 G
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). 6 M+ T. H+ m0 v5 r : Z* D8 ^0 l! G/ w% LKeywords: Search terms or phrases targeted by the advertising campaign.; m% }/ h+ y/ o0 n* c+ f) B
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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.7 U Y5 A- t5 v* F1 e
5 b: m" l# j, E `7 rLinking Text: The text that is contained within a link. % W7 N1 l- l' }6 G1 O, @1 o 1 J7 g5 S0 K0 S8 F6 RNTV 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. ' i( j( F( u+ L7 w5 k4 V9 ^7 I3 V6 M, X7 X9 g! W
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. $ r1 b2 {# C: O: s: M0 ~: U( E/ E' F Q0 r
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 6 `! h) U8 L6 ^+ t8 g8 ^0 B& Q& \7 ?4 M) d* S) U' k
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 8 Y G% ^' A1 h5 F7 a. T$ w8 H1 B- v+ e
Pop-up: Is an ad displayed on top of the page visited by the surfer. - c( l; R) p3 }) C4 _- ^2 q! t _( q7 F2 E- ?9 a
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. - \( S+ E# {4 ]- ^- X+ t7 Y* ?8 [5 L: R' n' ]
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.% o' l# m: C$ r8 L8 _1 }
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 6 `) A# H. g& o - u5 z6 I. C% _* i: `; `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. 7 F g/ [5 H" U! j7 F: h% H* i: \, G% x$ C+ P& K+ t$ I0 f/ Q
Rank: How well a particular web page or web site is listed in a search engine or advertising results. 3 b# T5 E2 S* X6 p( x1 h* k- t* W% @
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.% g# ]5 n+ e- _; W1 p% ^) {; u- r
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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+ x+ M. g2 y- F- L: v3 I I0 }9 A. N
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…).1 i2 [& ~* R+ ~4 T' t# M7 W5 W
/ L$ P; h) V/ |7 ASearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).8 \0 P+ p5 t5 s- J& x7 s
1 D& D. r1 h$ u: |6 q( v# RTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.# Q% z0 G9 ~) }$ J8 B
, R4 [3 ~; v# A6 L; q; J$ B0 RUnique 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. ; }6 J- J/ X, G2 U0 i3 S6 _0 t$ l& F # f' E; r: w+ f4 W1 w ) l1 j' U- H; A3 q% x7 w- w
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