Ad Serving Platform: Describes the technology and service that places advertisements on Websites.! ]* @+ S. s( s8 X8 f9 Z
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).4 n9 V4 O# z8 c* |
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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. 1 O+ h% g- e/ v$ `" M3 B ) u8 Z+ l* a0 ]Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… / d+ F6 ?( d' _) l0 {1 y2 e8 v: F! x 1 B n5 j: [7 oAdvertising 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." t1 d. c3 g0 C8 g8 S$ r7 p
1 X q, A. }/ c& I5 a1 ~# a+ jBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. % [3 T, O. @, Z* Y. N% Y% A! G( P/ T: T" p5 U3 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.$ _ e8 G+ O8 h" z) R
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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.2 U8 }* l! w& G. a8 z& o& L; H- A
' r9 t+ x/ w' O* a" d; B9 J5 [Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.% J7 f- m, l6 D3 [& y: o
]7 O' J6 m* X# M$ q; TCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions., f) P. R! o" f$ O" Z. o
' Y, I% F. ` _3 R/ z3 y% OCreatives: See “Advertising Materials” definition.' ~5 {! b* N$ m" R6 l8 C
) l( h" i& M7 OeCPA: 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. ; Y- {; m* E' h$ ?. i4 m0 J& L( x% ^0 t
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…). 1 G$ P0 m- W4 O$ n% c3 I " A2 ~, z' ]- ]' KFooter ad: Is located at the bottom of a web page. . y+ h- e; n, {2 C2 F; L v: l& S* X4 i- g
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. + J2 W4 I+ s: |% }: a# u$ ?% x% y
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. 5 l$ U4 m7 r, a% e8 Z+ o& Q: n! T$ J" X6 @% h7 d5 j- j1 \
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).3 o* p! i' v/ z" f: o& H# [1 ~
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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.% V( D% Q- o: |% H
; u4 q* `; P) @9 W, vInsertion Order: Is a written authorization to display advertisement on Website(s)., n8 R Z/ x, n9 P' l4 \
# W, M) m7 r! sInterstitial ad: Is a full page ad displayed before or after an expected content page " N7 I2 ]+ e: r% t/ A, Q- g6 V9 f
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). ( ^5 L, J) K- O' g7 c% \' ^) P
Keywords: Search terms or phrases targeted by the advertising campaign.6 ^4 b3 p6 `% ~8 ?8 q
& \$ B, c3 A% E+ e: G3 e* |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.' L, H" [4 o/ _$ v! m% J, A
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Linking Text: The text that is contained within a link. 4 a. {; x% H# ?/ g! D 2 B# m, v! N1 u7 M0 J1 yNTV 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.) q1 r# W# ^, ]# a
: Y% |5 t5 K5 ~2 o* rPay 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. * v2 P, w6 u9 \/ U3 p: {: x, z$ ^: U% {- r, w& d
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. , }+ O3 y: o9 Z8 _9 N" w2 D0 ^0 P9 h& W( N8 k$ Y; _* }1 X+ S+ m! \
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.$ F2 m/ R4 m V+ j- A
# R$ b, J6 M( H0 c3 o) V" {Pop-up: Is an ad displayed on top of the page visited by the surfer. 8 \! t4 L. J' |: n/ c' J. D2 O; l
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. ! ?; F- U6 z2 x1 K. h# [1 S. s* _1 o* x/ x7 p
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.5 K1 c5 c* p/ B+ p$ I
6 c5 B. G: H. x2 aPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).5 M6 p: S! ?1 ?8 _$ B) c
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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.; t$ G1 e, Y4 I/ x; m8 r
! i* c) d9 H& n4 v/ z8 yRank: How well a particular web page or web site is listed in a search engine or advertising results.. Z m$ Q7 D! u2 s
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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.- p# W$ e: V" G, w- W( m+ t: G
( j; {7 O% g2 S2 b% w$ t. T& 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.$ P* j1 S) U/ ]
5 F9 F6 b. v; X8 Y; iRevenue 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 a: a4 x- n |% h
1 j4 t! j! S1 ]& T5 h! z( FSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). # L7 I4 ^0 N8 ~$ }7 m3 N! M% _1 Z( B9 f* X4 Z3 A! t8 u6 O N
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.3 G& [6 R/ J: `- E% P* g1 W
- d2 X! r; y3 GUnique 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.4 E# i6 n7 H, T ], a
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