Ad Serving Platform: Describes the technology and service that places advertisements on Websites.0 _$ D+ q C" W
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).* m9 M1 K7 f+ k
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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./ r% [/ v0 X/ j( \- @) _' b) q6 {- I
& z' \5 F9 @) r" WAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…( r. [1 U% p6 O- [" z0 M% |
' j) i2 h6 c# V! _5 r; HAdvertising 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.$ }* ]- k6 e, c7 R1 X' D4 d1 J
4 u2 c2 J/ A, i* BBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. & w3 }: b" N3 a5 ~! Z6 R) `! `& z* c
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. 5 l1 Q- m; C' r ! n7 C0 C% ^4 ]4 O- A( _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. 7 W' l5 G; x( A, h& E/ y; N/ x, A* g, N( x6 L
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. . \6 T- h- G1 U, i2 }* v2 u: a- U3 f9 S ' O( W( f: g5 @Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.$ f; u8 W. U N' M8 n5 ]
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Creatives: See “Advertising Materials” definition. w- W. G% t) [5 [, X0 A Q4 k7 [ g4 [
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 J9 k/ |0 X O( I6 @" l) ^ ( ~& [, h. q2 ~8 W: `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…). ( A2 i1 k# l6 `7 v* o, }( h, [" ?& E3 O( l
Footer ad: Is located at the bottom of a web page. " R$ G" O7 U$ i2 J) ` S
5 H8 D1 i! ~1 i. O4 rFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 6 b* M" w c' v1 @3 E1 t) C4 s+ h# O8 T+ d0 f9 F. l4 L
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. ( Y" x* u7 p, X2 m: V ! j# c$ x1 [. a, zImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).. z& p& X; X, Z) ^8 _
( A6 f& Y) Z4 G, |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.7 E3 Y! B) q, \. d/ [8 ]$ ^9 g
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Insertion Order: Is a written authorization to display advertisement on Website(s). 8 m9 K8 R/ s/ c" Q* M' n, K* h( O% U) g6 z
Interstitial ad: Is a full page ad displayed before or after an expected content page , Y7 n7 H, {2 V' V8 L% a8 r* d : i0 {$ v* s C0 K( ` u! R# W. TIn 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). 5 r m" W' i7 i9 d7 K
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Keywords: Search terms or phrases targeted by the advertising campaign./ F: M, i& r7 b8 ^
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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. Q2 z1 f$ O- N2 i# K0 ^/ ^2 \3 Q - E- b" k6 e2 E% v( e5 ^- y. @) nLinking Text: The text that is contained within a link. ( ~2 F8 J$ `1 }+ z$ L# n. P. D ( y4 X# u/ f8 H+ d+ ~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 250×250.5 C V( ]8 ^& I3 [( G; {3 W
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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./ y) O; h( Y7 S& \$ r+ `% `
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Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. $ m0 Q6 ^9 ~8 I$ }+ {! R. M! L 6 l& ?# s# \0 g5 tPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.8 B+ p" w8 y0 d0 g0 O7 K
9 c) f9 b' h7 m- }& nPop-up: Is an ad displayed on top of the page visited by the surfer.# r$ M' i. w+ T; l* U& s
& Y: l+ h4 g" |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.2 O/ v! Z3 \7 {: ]
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.0 S7 u9 v! O+ P3 j4 i
& w. c) z U0 e; \3 z& nPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 2 X% c9 O% f9 d, i, r3 M% o) o- @7 t: {3 x2 g/ ]
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. ! g- T0 W4 B1 N. D , s1 U+ V7 _! c [2 PRank: How well a particular web page or web site is listed in a search engine or advertising results. ! L3 L; H( @, @# K5 V6 w- { ]# q( h: T) d; @, S; W/ r( R- Y
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. 2 b3 V4 d2 m. i$ Q3 ]/ I; j4 {% N T
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.4 s) F8 E3 {+ b
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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…). 7 E: U" B) o3 F ' Y# v9 @/ f% D) ]1 f8 TSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing)., }% h3 q: Q$ C! P. U
* h1 B- x3 _/ M' t4 [5 }1 B( {4 i- @Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 6 l8 M0 W ^ v, r0 \ 8 j6 X1 z# w Q5 m0 x/ v' PUnique 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.- h0 N- |: s: C# y: z
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