Ad Serving Platform: Describes the technology and service that places advertisements on Websites.0 y9 A4 Y2 ?6 _1 V6 I
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).8 ^7 j( Q( K/ Q0 Q
& D& T1 [! r! F& LAdvertising 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. Z5 j, h: d1 d1 a* H
[) t" H5 w4 I2 J+ v' w LAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 2 h1 S$ M! W8 {# c E6 n9 t3 N* i4 ~! ?' J/ p0 }
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. " ?$ r) z% m9 g9 x% F" m. L # w; Q1 O8 k. ~Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.+ s& L* s( q, ~4 c$ [5 Q
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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. 7 V+ I% \0 ?. W; e$ F9 h% @5 }- l& t6 i) K; n& R( k' R
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. 3 x9 C7 O' V% D8 f9 O$ C/ ? Z& x& `* z4 M" Q, O
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ' p7 H& @/ ~; w2 Z7 R . J u1 b. M- [* N1 X) ]. q, b( JCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.$ S4 q W8 |) I! Q2 U
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Creatives: See “Advertising Materials” definition.2 i( F# J% ~5 H: j) I; L( O/ f
5 z% ]' ?+ g8 w ?* O8 YeCPA: 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. l3 N$ N) I: Y4 s' `3 W" W I Q- ]8 m* K- ], i
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…).7 R1 L# q! D0 B
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Footer ad: Is located at the bottom of a web page. ( ?% ^: i/ T( F( r/ w0 l l
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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. / G: L- Q# w0 q( b5 s. E ; g) U2 R" X2 a& ~) zGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. - Z0 f7 l, S6 X3 W2 {( k3 u$ l! o- m
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).' v1 p/ N# m) M0 K' H; \
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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# m$ x) `3 o% E% H: Q0 T & p3 b D# J( e/ c! s6 C, RInsertion Order: Is a written authorization to display advertisement on Website(s). " }: m3 h6 z9 A5 a! m9 j+ s0 Q6 Y6 H- w: K: Y$ n
Interstitial ad: Is a full page ad displayed before or after an expected content page, `8 v k, i0 b) W9 I- R
# I& K Z9 U5 S7 u0 K2 CIn 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). ( I! W1 o4 U3 n, c: r. `4 J" a9 i" P2 L1 \$ K y
Keywords: Search terms or phrases targeted by the advertising campaign.% d& w& V' |. T
% B" G5 d2 A, w! MLanding 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. 3 _$ G1 D: b% W! C, x0 m& M0 U/ Q3 K2 c" K) S! x0 v8 }1 c# P
Linking Text: The text that is contained within a link.- u8 e! L% \& S9 n# b+ I3 c) g
I0 Q* b, V$ L" |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.( H* S$ l8 F- |. l, G, O' \
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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. / p% u6 V7 p# ]' Q& o& A) y - ?( f, `( a4 \0 o1 Q, hPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 6 Q7 _$ V8 m$ x
+ t+ q4 `# l) N4 X! q3 e f* o1 H. ]' JPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. ! Y6 |' L7 I2 W) M; D1 M4 N# l' ?# M! x" u
Pop-up: Is an ad displayed on top of the page visited by the surfer.1 W& J" q; }! j
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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., {$ l F; J' a+ {' }/ F
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website./ O y% ^! a& T5 }- V
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). % e. T& o/ f! o& W* R& N4 y/ g 1 \' }) ]8 O) `2 zPublisher 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. . m+ O4 d. \# G3 Q0 n4 { 8 }4 c6 r8 b4 ~/ C. l# ?- I7 }( wRank: How well a particular web page or web site is listed in a search engine or advertising results.- v8 {0 x5 s3 Y( C6 {! t
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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. & J1 a, q! r& c9 s7 a" o" U K4 A3 C, k' E
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. 7 I0 y7 E/ F* }2 i7 C1 B8 R# Y) [2 a; B3 `9 w1 H+ o7 u( d/ B
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…). , X+ m, K& b5 `+ V0 J7 c / \1 M& F5 a( \: {+ |( e1 ?Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). ! b$ G4 @; m. p( {7 y% @8 U- \, C l 9 f, a( V% `$ U8 _$ _2 {4 v* eTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ' u2 X9 c$ ]4 o3 R V( R# I9 s" ?' i" l* r, K# I' `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. 9 F5 A8 d' A7 S ~ " e2 @ g+ L4 U' u $ z2 i" c& y1 O8 H- s4 F
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