Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ! J4 R0 x- v9 T. mAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).) }4 _9 [8 a: X, D) w) R; |
. S0 C2 x q& JAdvertising 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.7 J! B4 r# X. A M; s1 }
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…- j" H& }- ~4 ]- Q& g9 ^
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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.) }- Y- w3 g- b, C9 i( A& G) G
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.; _: ^$ ]- _4 G/ ^8 |) ]
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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.: O" i9 C( B0 J& J# {7 M! I
3 R& r$ W# L$ ^# C3 yConversion 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.8 z b' c N1 S/ B6 ]
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 3 b$ H1 d2 J* u( f$ T7 z0 R6 w$ q% ^+ {
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.9 k8 I$ k3 t5 u
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Creatives: See “Advertising Materials” definition.% ^3 v- n) k ^; w: d2 q6 ~
, G$ ~4 a! K! L0 ]$ BeCPA: 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. & b; z! R3 f) g) I, e% |- L ; N8 G7 [& z5 s5 jEffective 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…)." r+ S/ L$ _6 C* w& X) Y' r
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Footer ad: Is located at the bottom of a web page. ' a: L: \* j _0 V/ x5 } 5 ~' }# o2 }! ^: TFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad./ e. @3 O. V6 x. n. Z' R
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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) ~8 u1 K! l) V( J" \/ \2 m/ I
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).9 E' ~% G a: Y& c1 x' P
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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.' K9 q$ }* D+ t
1 {7 @0 |7 q0 y" RInsertion Order: Is a written authorization to display advertisement on Website(s). , X' P9 \1 W# U- e 0 ?' G3 h' x/ X8 l; {! o% \Interstitial ad: Is a full page ad displayed before or after an expected content page % f+ `. t+ K& }) \& V6 s/ k8 \: J b8 R9 h- z3 n
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). 4 @1 s3 h8 I# @1 s f2 R
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Keywords: Search terms or phrases targeted by the advertising campaign. 1 |! I4 W. J; [$ r3 O& I% |$ R8 g! r0 a. x
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. H2 p# Z6 h: k3 d( a0 W$ w5 V
4 ~$ V: l5 S# f9 kLinking Text: The text that is contained within a link. 5 c$ j. ~& J# L# ^$ f2 y 1 H/ Q' Z7 W" GNTV 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 250×250.1 b# m. I1 i5 d- ~! l4 ]3 ]
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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.9 Z4 X6 ?6 p" E
5 B% V: I, W. e9 W% BPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. " `. v% V# z5 s, z I& z9 F
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. ( K+ h0 g1 o* ?/ N5 {/ O, q: n" ]
Pop-up: Is an ad displayed on top of the page visited by the surfer. ! V2 j+ q, T5 k& {* S7 f 4 r, {( N, Q% b' ~9 \7 |1 ^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.' r# [! r+ ^* i" `* y$ g3 u8 G) Q( E
0 P* T: a2 ~/ g* {( zPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 1 Q. v- y1 _7 j7 I0 D4 x/ i( K+ ~' Q& D0 c5 [
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). ' L9 n) X) q: x( y( ^: Z j5 O5 T5 {1 Z z# Y6 r" B4 ]
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.' O$ z8 `$ D8 r; E
( }& m! R- H6 ]7 e# \Rank: How well a particular web page or web site is listed in a search engine or advertising results. 6 e! O0 B+ l# I; `2 B 6 q1 o+ N* Y7 h/ k0 JRetargeting: 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.8 O/ T" _/ E2 a' c- i0 |! Q' D
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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. 7 d+ j2 L; I/ H Y3 J: g, n8 y8 H Z/ {) O- ^8 d& T2 VRevenue 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…).8 J0 D+ Y4 W- i8 J# R; b
8 n0 O; y. y+ P7 USearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). a3 I9 e9 ~ E, F$ R
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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.8 d' z, Q* h6 x
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