Ad Serving Platform: Describes the technology and service that places advertisements on Websites.' r- N& M+ t: E( `" ^2 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). 1 Q& U9 o) w3 G* m; T0 u# p- Q6 ? ; [1 J& H N" ~3 qAdvertising 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. , k5 s/ t: h' h/ O: r ' j0 {/ |4 H: _) w; w0 BAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… * g5 y; p8 ]! o2 O, v0 f: m! I: D+ f7 b- H _) R3 Q e- V
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. 8 E# h2 w# J1 p: ~" F$ _# P , Z; A: a: s: b0 PBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 0 Z# A/ v* H) `8 r 9 S/ Z) t( [6 f0 G' K% \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. ) A) E/ @$ n5 L9 f' Y" u ]9 ?" X3 E3 C/ K
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./ `( O: ^7 S9 d1 u* ]6 _
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.$ D( }* S9 K e) G3 n5 N
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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. - f) ^/ I& o: n' ?( | O" s G8 o1 C
Creatives: See “Advertising Materials” definition.4 y' }" g6 g) T' @- c
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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 N( ]6 F+ Y: @; I& Q. K2 w5 u! Y7 l4 Z8 m/ R
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…). 2 h/ J; C3 G3 L7 d) ]% p+ N * w' K/ ^- V; s0 y- _& ~! x5 nFooter ad: Is located at the bottom of a web page. % @* G! n+ d; }8 |# l! d) [
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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. . d5 ?2 a3 d4 p/ ^, T2 U" B0 G; Y3 D- Q4 k, s- \
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.2 c& F( n* K1 ?) w" c
0 \) Y; I6 ^2 i8 I; ^Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). & B6 I& S8 D1 [' t* i2 L0 K* @8 k! l5 x5 H* Q. w
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. 5 |# |: ?; x/ o5 G7 x% B# D& ^$ p2 Y2 s; k$ C9 J1 v- C4 {
Insertion Order: Is a written authorization to display advertisement on Website(s).) d0 f, N$ l( r# K- H
& G0 v: x' L- O: hInterstitial ad: Is a full page ad displayed before or after an expected content page* b+ ^7 U' P) E
2 B: M) B# R" P# H: y! c' D4 OIn 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). " q v, O( s# F \ % p+ K7 }2 `1 S, j1 CKeywords: Search terms or phrases targeted by the advertising campaign.2 e X- m7 b6 c/ V9 s0 u2 ]
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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.8 ~2 c4 w* z W( _/ u' S+ E
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Linking Text: The text that is contained within a link." @* U9 u- L" C/ `
0 y* [" ~: d# x" K/ C; ^) F. d+ Q& o2 FNTV 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.( ?: Y* q/ k8 d5 m1 t+ a. V
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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. ( m- I: a: B4 x4 m7 { ( j: C3 |: M$ [7 t- G: h) bPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. & k# Y) H$ E4 U" h' Z# P" q( | I0 T. a! A1 q* g
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.( O! T* ^& a' M2 @
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Pop-up: Is an ad displayed on top of the page visited by the surfer. 4 N6 R9 m/ g5 A3 n' W) D( w4 x3 ~* A k% A7 @" r- A4 |. V( R
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.. }5 W0 H+ r3 p; W
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.6 B! k+ p1 X1 R( q$ `. \) z! Z; c
% U7 w0 ]5 h( s. G& gPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s)./ I- @0 y) U! O& ] p9 V
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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. 2 `* T+ B" _1 I! `0 H5 k4 O2 f" Y1 D) |+ r$ t* G& Y
Rank: How well a particular web page or web site is listed in a search engine or advertising results. / P6 M1 M3 N* G) x8 M& a# y7 F6 o
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.5 s, c6 s! G" B5 ^! U, o
, u& Y6 ]& C w2 H# b) l- ]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. 6 h2 I9 x& q [: k: P8 s' p. W( b0 I1 |" G; W
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…).3 z2 e/ e1 ?! S/ Y
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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).1 j5 y+ ?' w j& E; H/ p+ Y2 \
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.* X* c( d4 ^! e# [3 [# z
/ ]6 I& V4 A* v- n" G( \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. % h. ^$ h7 t! g H) W0 Z; {+ I6 h* n1 G" B$ ~) |1 C% x4 b* y7 _- H% L
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