Ad Serving Platform: Describes the technology and service that places advertisements on Websites.! p& X$ [; B, t; Z; ?7 E; o
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). 5 h9 l0 q% F. U' V0 s! |9 k; X. ?" ?/ P) [# x) J
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. . a0 e8 \& X- x7 ^# u$ C5 b& P% j& d# `' s: w; R
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 7 p( v+ o6 x0 _ + g; s3 @9 ?2 s6 J2 w3 ]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." D6 ^. o5 r7 S' Z. K
% Q7 g+ M Z2 T) k5 ^" `Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 9 v: X, ^, f' a$ n # p0 b) V8 M$ j \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. S! B0 w& L* Q5 |' [! {' ]1 u
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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.1 y! ^6 O7 z0 g W- \* U
]# h* k+ }) oCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.; l p! t. }" ~: Y
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Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. ; k ^. K" j2 i6 @9 M) C4 b2 e7 u# l6 p2 q' b
Creatives: See “Advertising Materials” definition. W0 H( {' \. S: ?- K
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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. 7 @2 z- ^1 w; |, I, u: l7 z8 h; S1 n" F2 @. l' f
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…).3 S% E; J( q# {3 a" x# c
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Footer ad: Is located at the bottom of a web page. ) J. O' [ j+ [* [ 0 B5 T& X; l. W" o% N; k; a% mFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 2 M% G" H( B% q" q) y+ W- B: P0 O# X" {4 f! Q* i( A: Q
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. v1 T" X) V5 U & Z, w7 a! |: Z+ F( d5 QImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ) E; r8 Y; s0 O/ C2 B0 A) m# i2 Y! \; l6 \
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.! D% i/ T3 f* i5 X9 `. K, {/ E
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Insertion Order: Is a written authorization to display advertisement on Website(s). n8 `( I' O4 h3 a/ t; z! X
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Interstitial ad: Is a full page ad displayed before or after an expected content page7 w7 o. X. s. r6 L& q4 j% w3 e
2 m. R8 O* }9 ?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). 8 D$ P7 {) Y1 c/ Y- E+ ^) b0 a7 }: ]' J0 ^. Y( r. ?
Keywords: Search terms or phrases targeted by the advertising campaign. % a! ^# D, {5 z( y* Y) V2 U. X+ ^; q2 |: C$ D* V/ P1 M
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.& w! g: n1 {0 h% K6 \
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Linking Text: The text that is contained within a link.+ ^4 V( y4 B+ A4 {
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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 c: Z& z, R0 t
' }( I$ Z k' R( Y. {- E, }. wPay 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./ B. z2 v) }( T$ I U6 b
( n8 }# j- f- ^6 J( i# j3 gPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. * ]) U: d' L1 s% f
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. $ N9 z! o, J: V c) m& J% P 3 B3 Z8 w5 A/ ^- o6 L* lPop-up: Is an ad displayed on top of the page visited by the surfer. ' y6 W. K1 V* X/ V" r- p' j! N " E' r; c! U, x% z' R8 cPop-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. - k1 S5 u j* f1 [; S8 ^% z E8 H5 J$ _+ z
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.( i' J1 p* J( p4 T8 ]: e$ N" \5 N
9 g( G1 o* l) b( E3 `Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). ' V2 y1 S/ x3 H: G* ~ ! H" N0 `4 E& ]% ?' ^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& m2 t' D; F& |. W
$ y3 x6 w& Y' Y6 bRank: How well a particular web page or web site is listed in a search engine or advertising results.' ]: c" Z; Y! m# p2 y* o
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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. 0 {3 r! g0 X5 z( q" | ; [9 I9 }' g- v( u nReturn 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.- l1 T% E8 E I1 X* j3 D2 {
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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…). - Y+ B5 X6 ?' z2 I/ h/ a4 p: R* t& e/ ]3 F) C4 m
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).2 Q h/ \7 S" c; ~ |% N
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ; P. f8 y5 w0 D1 w; h4 e* N# o ]& Z7 |3 i7 U# U
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. 2 d) s' J* N5 l 0 q* {* |8 ]* `8 Y" i+ ?+ Z+ q% w+ x* L" A! E8 @
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