Ad Serving Platform: Describes the technology and service that places advertisements on Websites. : R% G, V/ c& Q: N; K4 @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). 0 e' O/ {" s. R9 Q2 O" K+ ^+ Y8 i7 g, r6 Q, E9 f/ l2 F
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., |" U4 M/ _) O, p* S- Y: w
}. t9 I# U. }2 T4 ~% s" G: }9 bAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…* H U" T) L( \1 ]" J
+ d- K4 a, `& s/ sAdvertising 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.& K9 s! q5 e8 Y+ b8 o
- Z! b/ [4 ^' W V ^, X% EBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.' Z: a" X3 i! z2 t
' N( g4 V: |7 `6 ^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.& e; k/ p7 E) u& r. C
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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.0 U. S: x) t8 L5 m. w
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.0 r# J- v" x# o# U) a( \
+ N6 ?2 b# d$ j% OCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. - c. Q# ]8 M# Q - j+ @) r5 O5 S1 U2 b# h& I8 NCreatives: See “Advertising Materials” definition.4 M* q. J( y9 q
! G& \+ l n9 k- R( y& G7 seCPA: 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.; V) S+ D6 \9 W) c
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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…).- Q" i& o, r9 s' j0 C
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Footer ad: Is located at the bottom of a web page. ; A$ W" n+ J+ S
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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. - l% M7 o$ m1 p: w3 i: ^# e) }, [3 {8 L- ~& r* j2 O# Y0 {
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. ( D1 y9 T; e6 R; p0 ?, n% O 6 w3 l) m0 y: ` k2 S* qImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).' c3 ?7 e" F! S
* A/ s7 B* v2 j E1 g4 cIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. 4 i8 _5 x: [* n" w $ O) w' c& v1 N0 t/ OInsertion Order: Is a written authorization to display advertisement on Website(s). ) [% A# o' \9 M% }$ }+ m d( |. c, |! C2 t( p. d) c7 t8 |( N
Interstitial ad: Is a full page ad displayed before or after an expected content page ; m7 z- c% m3 t( h ( a6 }( Z! z# c- c2 Q: R) DIn 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). 1 \8 c3 @+ [ U
7 H7 J. `; R3 M+ C6 gKeywords: Search terms or phrases targeted by the advertising campaign.% f' Q5 M* j6 R* T
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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.$ j2 J$ f5 h$ @
; {- o& W" W7 c- j3 ?! RLinking Text: The text that is contained within a link. / H# f% D5 p3 g3 q, c& H- K5 H( G# J1 |( a$ R
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. ) r+ u5 Y4 y6 z7 |2 Y" p 2 z3 G( J# l$ A' t2 `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.9 n6 ?' H: o7 M' [
! ^. g" q9 P' k3 I/ cPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 3 | Z, f" | N& V) a
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.$ q* H' R7 r4 C% G- X: _
# L. `$ ?( z- b PPop-up: Is an ad displayed on top of the page visited by the surfer. # }5 C+ s2 J) A8 @4 J8 T( S) B3 D+ _# m2 T
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.. ]; B4 w) i" j
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website./ A* b) O3 C8 Z7 q$ Y1 i- A6 l1 K% P
6 `- V4 q# U$ h9 k9 j) ^Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 9 Z9 c4 j5 W5 j b1 b- K& t4 L6 ]( u6 c7 u
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. - e& R! W1 C# o+ d7 W 5 T! O/ I, _- p$ }2 KRank: How well a particular web page or web site is listed in a search engine or advertising results. 1 G5 @1 T- a7 D# P H* w8 w( r8 P- L' P3 r( B% [
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.7 R1 X) q; a6 y
" v4 x/ H, F! [1 z3 O0 wReturn 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. ; ]0 Z! L4 t0 I" b- l9 H& B 0 n" L/ J' `9 D8 XRevenue 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…).. r6 m8 ?# S$ D4 j
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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). ; U5 k( @1 a1 E2 k/ G! {+ |9 v+ I! x# r' k O0 `! b
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ! O2 R0 c, n0 J * ]6 F. ~# }( G- b$ Q$ h3 X8 p4 H" UUnique 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 w+ h$ H! p, l$ ?. O- Y1 p) X Z" R8 c) E: W1 o
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