Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 7 r6 X4 O8 _+ j" |# YAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). & i9 t& c# y7 w- i* m2 X5 j0 b* z! W! T
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., o! x* J2 J+ R$ B: `' {
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 2 [" R7 T( A9 ~8 p- u3 ~$ b6 P+ V8 ^
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.; I b. X+ r4 Y6 w' Y
1 M' C* I5 k: J8 D& QBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.8 N6 Z V' p/ B! q5 G; L3 m
1 k8 ^- \% `4 K- e$ v" X% fClick 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. X4 ^* H' e( U) \; P+ w: {* I9 Z, g) _' |* P- E; e s7 _
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./ z4 K4 v' z, w
' f( C# U1 J* Z8 R# \ X8 C7 ICost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.% N' Q; B1 a. w/ `: u3 e, ~
0 f! x' Z( a) vCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.7 Q2 T6 s, S! Q9 U
% p3 p0 w' g" R+ X fCreatives: See “Advertising Materials” definition. # U, D3 g% u; E; v" a: E9 m6 l+ r! H7 n2 e
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. . J: H3 s+ ~+ r; R" C 2 [: E: M2 S: D& O; _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…).0 A. {. K! M* Q1 V) `/ y
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Footer ad: Is located at the bottom of a web page. 0 E5 G6 N+ Y1 X' J . I. b+ E4 s+ u; Y cFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 1 T' z1 K* F" Z% g( P: y( w6 j6 q7 G) i" f Y8 O
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. 2 y) U5 N2 F" B+ I& [ ) M7 o4 J3 o0 f& {Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 5 u# {( v# T# l! h9 r6 m1 H, f: K c% P! u/ D* l
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." z w: {6 ]6 H0 [9 t' d& Q
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Insertion Order: Is a written authorization to display advertisement on Website(s). * p6 | ]8 a" u m2 W1 X7 r' u E3 q8 ?! b' v0 @6 v
Interstitial ad: Is a full page ad displayed before or after an expected content page% T0 z5 p1 Q+ V/ w/ c t9 X
6 K& {7 ?2 y3 G* q# ~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). . s' u, Z) g+ l1 w) D+ ]1 A
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Keywords: Search terms or phrases targeted by the advertising campaign. 7 y0 x1 }* X& K0 Z3 ? ! o. A5 k: C4 XLanding 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. % I6 V& J Y3 Z& ^5 _/ R9 A9 P$ n/ j, |! _1 U# r+ l
Linking Text: The text that is contained within a link.$ i" G) M8 P1 o$ V. a
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NTV 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. 0 M6 @! X, k* Y& j3 A, [- L/ R $ L1 C3 t/ {: _, O/ g, DPay 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., [+ m+ q' R) Z8 t5 H% b: |) b
3 o4 i$ i# x5 |8 |* G/ HPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 1 t* o9 a1 u& {2 t 3 s+ M7 D1 a$ B- L/ R- K3 BPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.$ ]9 S) S; A# B6 [9 t
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Pop-up: Is an ad displayed on top of the page visited by the surfer., e4 s4 A- t# H5 M9 }7 N% ^
' c- O# g1 |: e n' oPop-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. 2 g. n+ X( w1 F/ V% c ) h1 a- T% |2 VPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 8 n) D* o9 b- l' A& m2 f! v' ]4 b2 J$ A# u! g% @
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).& Z1 E8 c9 u: I
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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." `! Q6 N3 r6 `3 D
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. 5 N( y$ l( g. F* B: Q ) \6 ?- X: a/ d. S! L6 p3 RRetargeting: 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. 9 y/ V- I0 i. O) W9 G ; t0 T. K' m/ B% H. b9 KReturn 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. - W. `9 C# S7 R; L# V1 Q) B5 c; ]* P- R/ V9 y
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…). - B$ I5 L2 W7 i6 s7 s9 L1 `. ]8 h4 G8 Y$ | 6 o, N O" i H" N E5 w$ tSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). % N7 y% r6 G$ T4 J- b3 H % {0 Y! e+ K6 A6 \5 R/ c MTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 1 T0 f }0 o: f8 ?6 t$ G0 h5 Z+ }/ U9 h% k1 y1 ^1 X% X; O
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. ( _5 M- D& `2 \5 X3 U) l 9 @- g6 C& n: T& @& F # b& D Q+ y! Q; D# f+ F: t
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