Ad Serving Platform: Describes the technology and service that places advertisements on Websites. t5 P8 x9 T9 u$ r9 g3 ^Advertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).) A8 r" b7 O1 o s+ N- t$ H6 K
3 |+ A+ T' k0 T. pAdvertising 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. 3 K7 W- r7 e2 x) X 8 q' D& ^: W CAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 0 a9 n8 _* T* R$ H Q+ M; [/ R+ u5 X8 Q u/ [. ]
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.1 F8 {/ U) m# L4 K0 @0 ]2 U0 p
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.* p6 ~# s- y0 f+ a
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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. 8 \ G8 k. F& q5 f6 r0 n8 v 7 `- o |, y$ a! R. 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.0 n% ~# e; ^3 g( Q$ u. e# s
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.1 J8 I% I% @$ }: U& t6 |; n
# P% m+ `" q+ t% pCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. T; w, }2 I) {. x) v, i3 J' @5 H' E* h! u9 z
Creatives: See “Advertising Materials” definition. 0 I/ M( G* ^5 k* x * y0 m4 J4 ?$ P6 R* U$ }; geCPA: 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.6 g9 |/ f- o' p7 [$ u; s# g5 j
2 {- d1 W# y& c6 ^2 f. T8 wEffective 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 W# m. ?0 N3 C' V* W, h: ]/ _- l/ o# O l) ]
Footer ad: Is located at the bottom of a web page. " V1 m8 v. {1 K0 }
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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.4 Z% Q7 \$ q. L5 K' V
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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.6 V, T6 x1 S- Q* z$ r+ `
8 T2 ^- K8 L! ~7 bImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). % s& f* k9 S8 x; b; w9 ^' a/ k* ~# @) |2 O b/ S
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. 9 u( K6 n7 o4 o/ Z' }' | 5 e1 r$ o5 r! ?0 [, z' T% U+ wInsertion Order: Is a written authorization to display advertisement on Website(s). # O+ ^, i; p. P( v5 K! F. C8 N
Interstitial ad: Is a full page ad displayed before or after an expected content page 8 M. t/ X! X; ?3 g# b4 u0 h0 l. S- \( X( k8 R/ {
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). . K& q' T8 {9 g- V+ U4 G# [' G 7 s& M' P. [$ J8 t: l% yKeywords: Search terms or phrases targeted by the advertising campaign.* j- Q* Z) C0 h6 P9 c3 D
3 I% [. K4 q! OLanding 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.+ e2 U1 l9 |4 H" K! G
# E' R s1 _- Q% R, fLinking Text: The text that is contained within a link.& J5 M. D6 l2 V) z- Z% @5 f/ k
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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. ( k3 Q1 u6 J/ S( _$ Z1 \- a. M' j W) t$ f
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. 0 ~" [% M# a2 d5 H# ?4 {. v& [' i" ^7 m1 v, M+ j( I W6 R
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. + l$ W4 a* T' a# K5 t. i) ?$ F. \# V! H
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website." d: L0 L5 f& K6 ]. P! b
2 S; I2 g/ b* d0 E) I. V: g2 ZPop-up: Is an ad displayed on top of the page visited by the surfer. / o6 Y* `6 U3 h! ~+ ]! I, I7 n/ B; b% a& G' A" r6 y
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. ' M9 m& o3 k, e1 T0 V" o1 a: f( T0 h0 q, L, F9 x3 y2 F
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.4 U8 g$ I% b9 J* z) G' w
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).7 ^: e4 M5 x$ J9 W; T" d+ S
' O; r0 L. ^' h' `) v, P& @/ {9 p- bPublisher 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. & p. [) Y6 ?; L; }: k5 J- X, [ : f) m- j4 }& X/ O2 r' ?* O, e- oRank: How well a particular web page or web site is listed in a search engine or advertising results.' O% Q& J" ]# I1 Q% H
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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. 9 Z! ~8 Q" V1 T* D! t; Q# Z$ I( o5 v1 y
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.! B! m& I$ J; {( x
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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…).4 [6 q$ _5 Z7 ~% v' N
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Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).& m7 X \! }( l C) h
; p3 N' _2 G4 c' e3 gTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.6 s5 s' w2 H4 u, M2 H: w
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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 ~; _4 h& R r 0 V, a7 }6 O' ^& h3 M* q& U4 D8 h% c9 h2 \' H- b
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