Ad Serving Platform: Describes the technology and service that places advertisements on Websites.. p; b) |( e) }2 l( C
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 U4 ^( @# x$ {7 b6 t
7 d, a9 u" N0 e2 v9 _2 |' JAdvertising 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.: i4 J7 u. h7 S7 o3 Z
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…# J5 V9 j) p4 L# s
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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. , N) N o1 w+ _3 z, @6 w* b9 ?4 t- @& s& h( a8 p3 K
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 5 [' K) L g6 ]$ S% [! L* j; O5 V3 l; F: R1 V' N
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. + X4 m1 @3 @4 C' ]* d/ H9 `1 O# l+ n/ E9 H H
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.) m8 _0 r# d0 d- j, G, r
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. + E, G& u# t2 E / [; s: d0 ]! q' E+ i% A7 tCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. % J$ ~. ~4 n; O: g& U ' G1 N: u% t1 v: _4 v$ l1 B5 dCreatives: See “Advertising Materials” definition. : E& D. A- A. R; x1 o1 n % A- i; [; A N, ceCPA: 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.3 l8 L; E% b5 D& X; \( A8 g
6 T4 M# c) c* _* w& f! B1 D5 tEffective 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 p1 q3 r! u7 v( Q" {) N( e& g( d* N3 o. _! j7 V
Footer ad: Is located at the bottom of a web page. 9 g7 h6 {6 E( d, V- C t, E1 l, n5 @/ J7 @( D" Q
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.7 H( @- ^2 L5 A/ W) o8 ~
' |* Q+ k \6 v& Q+ }2 oGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. $ F; w* ^, L8 K. _1 ]5 w" B/ }+ M6 B3 N' v1 h% H2 `3 } T( B, D
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). & ^- h( u5 E0 Y( e) [. D' j2 a8 x' K' C3 [( T! _. G" q$ J
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. % w. n. A) v, l1 v5 Z) Y$ ~5 c- R: n+ [% y8 K* p! [
Insertion Order: Is a written authorization to display advertisement on Website(s). % V! t+ S) @/ s# M" S8 M0 K* H1 z: u/ x9 A0 Y4 y+ V' b+ y
Interstitial ad: Is a full page ad displayed before or after an expected content page # l* ?- H( V3 k4 E! l& j1 M' F7 \$ X* k) S* ^% C8 C# c9 p
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). i! E. C0 R2 K; U) v; u
, _# ]" V8 {& T& O' qKeywords: Search terms or phrases targeted by the advertising campaign.9 p6 y3 s# z6 c6 E) g, [. c/ B
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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. ( g) W, ~$ m6 Z9 P$ u/ `2 b$ {) _' n F# @1 {
Linking Text: The text that is contained within a link. F+ v0 A0 }# q5 W$ ?% b& k6 ]# `
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+ }. n. p$ e# Y' o" t
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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. 6 q5 r; w l: f) A y6 u6 X6 d' V - w+ W6 |5 E% p# qPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. # e2 C# W _0 k1 w; @
) ? i/ P7 a: |' _9 U5 xPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.* Z( Z9 }2 j6 R) `& J9 U" i7 E
; n$ m/ w+ t1 {& F0 u8 `) oPop-up: Is an ad displayed on top of the page visited by the surfer.) N3 Y) P. O* @4 o( r- k
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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. m2 }$ t( T! Y s $ J4 y1 {# ~8 ~ X4 u! zPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. , @6 V: N0 p6 {: W5 G+ f6 r# c7 I% [$ A' C; e+ }
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). " @1 j0 O$ H$ ?& u' [) w * g6 B4 w' S: N0 w i" y9 R; TPublisher 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. . N/ t1 N2 k) S7 O ! A5 X/ Y. A5 U9 U1 G( zRank: How well a particular web page or web site is listed in a search engine or advertising results.: |* U& t& O7 h' I6 \* X* `/ T- j2 R
8 i" u5 R3 o/ I% \' qRetargeting: 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. - B5 H9 g% _3 K. m9 u [* B8 [: O4 `9 }5 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.8 Q. Y7 [ q. S2 I2 M1 b: f
9 F! i) [3 t0 z% tRevenue 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…). 5 a3 s0 e) C* G. p8 m% o1 S& }! A. A. `! S2 h( m" j
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).& s' B) c0 y! G' f' v
: d/ N( s- R$ d5 N* n6 jTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. M8 [- ?2 J% k# q" N2 K% Y. J) D2 y4 E4 D) a
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. 1 |* @4 ^0 }3 {: V0 D6 Y 9 o2 B2 e% `! V6 F' T0 D* ~) t2 S7 A0 w
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