Ad Serving Platform: Describes the technology and service that places advertisements on Websites. / ^6 Q7 d, D& L$ y2 f4 C8 TAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). , D: c4 F7 D; P# {* O4 j" i6 m3 U' f7 N- A4 w7 ~
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. - D# T3 b# d+ \* D q1 U( ~/ E& a* h0 f
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ) P' X6 Y8 c. _6 c3 \- X2 x" m, a) \/ E5 J( p- E* i9 D- M' r
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. 6 g# J: R+ ~; @1 t/ @5 X' I3 e: I' m9 @! v! p3 _/ ?7 m) C
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 0 G {7 Q6 ^2 e" P6 ^8 y+ ^" N3 C) }! T. Y* y5 l1 W/ Y6 p* v
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.5 g# v" V# a, Y& c' o, K
1 ^$ }# s; N. y+ ]+ j- G) eConversion 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.# X8 d* J# \0 n+ s
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. r# T1 Q) P+ @; \ : a" C' A% \ b2 |5 i8 ICost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.8 S. x- A ~1 t: L
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Creatives: See “Advertising Materials” definition./ W4 N) x5 l1 U
- A4 U& s( z$ }/ o4 o: c& j/ }! eeCPA: 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.$ n4 S6 T' i; i9 c! V% ~' F
; j9 E6 c( o/ B @) YEffective 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…). 4 }& f( A% m" e, D# v& T! r/ X0 ^5 c' P9 R3 L
Footer ad: Is located at the bottom of a web page. % Y- i7 g) B# t u& J9 y, ?: M7 I5 @* U0 F3 K; t
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. * i5 I+ B( A8 N! l4 j! u0 _" y2 g# v0 d ^8 s0 q2 K
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./ U& z; v2 q/ O' ]2 q
" H$ g' _0 L. Q2 c; X h( S( g$ cImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 0 @# t# l) }9 f3 w# b/ C% x" t& r2 \0 |, c' [9 Q4 h
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.& [! M& N7 C6 B8 C/ p- ~
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Insertion Order: Is a written authorization to display advertisement on Website(s).9 m C# c/ d/ z" e$ h! ?
) k' `; A j$ p( a& u, tInterstitial ad: Is a full page ad displayed before or after an expected content page ! \4 y3 a) D( i0 J9 ]4 L, a4 U) N7 c1 ]- r0 z" ?) f* c
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). - r' |3 b8 d3 m
& ~5 S1 V0 X* V( d0 H) J1 v' DKeywords: Search terms or phrases targeted by the advertising campaign. * `, B. v0 H; X( `; j6 x5 s' H" o; k: q: v1 B1 w1 K3 v8 n, M
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 w% v2 c& I% U* c9 N+ _' G
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Linking Text: The text that is contained within a link.- G3 d9 B9 l4 m& ? s
! ~& M% f: A$ ^5 gNTV 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.! r3 G3 @7 N/ ^) Z
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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. 4 n+ V$ Q2 q+ b2 }- }- C5 {; ` _# _6 v( ~) y# V
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 6 c5 Z- |+ o2 V+ F, | " v5 @8 W( v2 l$ e+ E6 MPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. " m+ Q, S' D' K! ^ & q" S9 x& n( R# W" FPop-up: Is an ad displayed on top of the page visited by the surfer.8 H: a6 P! Y: d% K9 d4 [
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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. ) U2 c. a' S) d. Z# w; j! l h! w% c; W
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.* s4 m5 |( D" M9 w
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). ! k# {$ d+ R f1 @; \! @2 l0 D$ y 3 d! p$ o( K0 j% I- w. ~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. 7 Q T4 d X0 B: m- K# F* D1 j3 r0 I% _3 x' X2 c# `
Rank: How well a particular web page or web site is listed in a search engine or advertising results." i1 P, s; f7 C* [7 v/ E0 g
" ~7 O6 C9 v" i# |" o7 e9 @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.0 s+ D' @2 e8 \! I4 X7 r" R
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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.$ N; y' G: n& n/ l8 [- ?4 O
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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…).* w' L% { P! ?& q+ n6 i B6 r 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). 0 e& U& W- X. ~5 c- y6 ~: c8 n' F, ?) M3 J$ ~! R0 i2 p
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.- Y: @# [4 q9 m( r' c* p) s
/ a/ P) c0 B2 k; lUnique 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.- v: ]1 P+ e7 y8 W2 d) g: m
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