Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 2 t3 {/ i k5 I' yAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).2 T" l8 k, {1 e4 _6 f E3 r+ E+ T5 h
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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.+ v5 j- n- {! P0 g, Q
- |" V; _9 z9 l2 ]Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… : \* R1 Z; M* x. V& b% u4 G. T " ~1 O9 w3 T! n+ q/ ]8 ZAdvertising 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. ! O/ ^$ U, w( _6 N4 S9 j1 ]+ o* k2 |7 h2 P5 ?
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. " N4 j. @# U, {) k7 E" R/ v' I ' L' P7 y/ r& C8 h6 F1 GClick 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. 4 L( m5 a' O" E0 G* f + t9 K' i8 c! g% H! y* S; V: oConversion 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., D: \! g" L, F
' t$ o0 }0 [5 C: L- n ?; h" HCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. t3 k0 V5 Y, B2 y
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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./ u7 x* { U$ l2 H
`4 E# t( J' f# p& {Creatives: See “Advertising Materials” definition.0 ?5 g: ?: c( }: Q+ `9 ~
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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.2 D6 h6 Z& R V0 g) N$ j: ~
. ?1 q w2 E7 N( Y- P9 {# r% U1 cEffective 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…). $ _. r# H9 o8 Y+ ~+ X% z " q; E! a; S7 h1 X9 c$ c+ bFooter ad: Is located at the bottom of a web page. + U9 b! C* @7 c, p( ]- F( y; F: H% S$ ^# a+ \# Q
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.! c$ a8 l; b+ D
' w4 T0 B! ?5 QGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. ; t& E/ o: m% ^0 T* @ T4 |" B8 O8 r. SImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 0 x. e6 c# e' Z8 v# F* F ) d* G! m$ R! d! {* f7 ~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.: D5 ^/ @% O7 @& _ v2 M
$ V0 l& u3 d/ r9 RInsertion Order: Is a written authorization to display advertisement on Website(s). ' K, v; J8 X9 |) f) b* L6 N, k, F1 ]/ i# r- {5 m/ \% A2 n
Interstitial ad: Is a full page ad displayed before or after an expected content page1 D) b; g, e0 C
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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). : {; X1 ?- n, S, }/ S7 \; Q
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Keywords: Search terms or phrases targeted by the advertising campaign.9 V4 B2 F. @" V* t# E
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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.* W0 R* _$ ]5 u
. @# j/ j7 M0 x8 oLinking Text: The text that is contained within a link. & z/ E2 f4 D+ v 9 N( t2 ^$ V* h) i% T0 CNTV 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. ) O7 Q+ V$ M+ s+ L6 c 0 S" I, u8 U4 I5 R; b6 JPay 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.' A0 s3 `/ N3 m6 R! T8 ]
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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. t4 b8 w/ b/ ]% E' \' m1 ?7 E
! P1 J0 ?9 f6 GPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. - p8 s. `5 F( ^( W; Y& Z1 r; f; T/ k3 v
Pop-up: Is an ad displayed on top of the page visited by the surfer. ' ^; J$ q4 O5 W8 E# b) x2 v& ^9 C. S6 ^8 B. b+ p# x: q
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.* [" F9 n' Z1 S0 V3 d
/ ^) i$ G$ \, a# ]" T, S6 APositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website./ f; l% O/ }7 n" U/ H7 M; {4 U
* q% G+ g! S. L; c% z2 sPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). ) ^) Q1 K8 C8 U6 @+ O W5 P; F# H' A. S9 H1 Q: u# ?( R) 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.6 X6 ?* D, T! F% m u' d r
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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." ^2 L. C9 R$ v. Y2 j
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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. " a, R. P) X4 X) J/ G6 Y' R+ w' w) q, u4 p9 t! \- p, l
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…).8 }0 ^- {# g" g* W& v
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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). # {' Z* I9 W. w: N/ U4 g& C6 [0 J: ]/ q/ b$ G9 |8 k e
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.8 d( o8 P2 W+ A5 H* p5 w7 O0 {; ~
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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.5 c" a# @6 s2 |# o8 X/ O% b
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