Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 0 F) ^. I0 e3 h5 z# n: QAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). {. u- s, Z' T) _* B3 W" ~
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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. 6 x* t+ }9 V$ f1 s9 Q3 S % Y7 {7 P6 p% O& g4 g {9 ^: rAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… . }6 `# t- L1 Q! S* L/ l) _6 Z& 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. 3 I8 V$ C* l# ?# p6 } r* u& ]3 M3 e. A$ m, ]
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 8 ]3 h$ N# o6 A( `6 a4 R0 P7 I' d; U- J; d# q$ g
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. 3 j6 F: t7 E0 U' N6 U$ O( a& j3 K+ p $ y( G+ m5 _4 ?) I& k) x+ wConversion 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.% W: Q6 J: f! Q' e
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 0 _" z' s8 r! j) J6 |& Q4 j. @% s/ q" c" v& \8 a
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 3 q) i; ]" I3 c( q+ t2 B/ [9 K" [+ f- J/ W4 ]1 T
Creatives: See “Advertising Materials” definition.! D% V! z- N- Q" P
" F4 Y$ Z0 A) U% v+ v teCPA: 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. 1 d, G" x$ a f* Q/ q # G6 c) Y4 g! i1 E- i* c9 y/ NEffective 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…). ! Z) u8 u' L. h4 D% y" A+ }; j 6 y! Z, c/ E; c+ P2 lFooter ad: Is located at the bottom of a web page. ) [& @2 p4 k8 E5 v * p; D2 ]" H8 R6 D2 H2 Y: o- xFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. $ Y9 t1 B' o+ ?% y2 b! _. c/ p. _8 i4 F5 ^
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.5 ]9 m( e+ S* ]1 y7 [( ]
3 q/ ]1 H1 I3 ]' XImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).1 E- s3 T. t0 v4 M, m# {
) U' x$ |! ^) z! b6 nIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.) }( ? ?, V- q" Y: a; i
/ w7 n+ b( L' B* H% P7 EInsertion Order: Is a written authorization to display advertisement on Website(s).! O! L0 P& w& j, y* E: t! O2 F
8 v0 W* a" s' A2 d: [0 X0 eInterstitial ad: Is a full page ad displayed before or after an expected content page # t4 H) ~1 Z4 v/ D 2 o" d# S$ O9 ]$ r2 A$ \# MIn 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 W3 p0 E# O v' J# N$ m7 |: G2 O
Keywords: Search terms or phrases targeted by the advertising campaign.& I( i* _0 u& f. N! |3 Q
" c, @8 n" a" d2 l# _# YLanding 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. % s" Y: u; Z. e3 ?' m + ?# _' s* Q8 \6 c- @& JLinking Text: The text that is contained within a link. E: m, a r9 O, Q& N' A
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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.' ~& Q' w( G5 }8 ~) [% n
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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.. U+ K5 _- l; c, W
* I9 P8 S1 d4 x" O( O" z7 J6 {Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. - d* y. F8 V |+ M! i! { # V. e+ }4 p* G$ O9 g* X! k: CPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.- ]- |4 a3 E3 A% ^$ F' D, ?
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Pop-up: Is an ad displayed on top of the page visited by the surfer. / y8 _. e* o) Q% ~( h+ S9 v3 C& H1 N- i! D
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.# u$ W* |7 O' Z: g! I- @& F
$ Y) I, c3 B' ?" X0 H5 |Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 8 M% x, q Q- ]& }. c$ f/ R' |0 g6 X, d! K
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 1 K6 o% a; b2 [1 e7 ~" s+ b , Q! d3 e' A/ r9 cPublisher 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 r1 F" V: s V( B+ b6 R0 g) E
. [8 L' X8 G: QRank: How well a particular web page or web site is listed in a search engine or advertising results. ( N5 O& ~$ m) `1 W/ H7 A* N) q6 X4 i, a- h5 V- m, Q( ]
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.: }/ o) ~5 Q' B& I$ ^& |# L0 q
5 h/ z. [( Z0 `. U) T# l7 `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.9 u* b2 v4 D3 W6 b
4 u" O8 W3 E4 V* L4 uRevenue 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…). ; y" R9 Y3 F7 }1 W; h# ^+ y2 \$ X9 W+ U% p9 H2 ]
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).5 m! g5 n! [* s1 w2 \
: D3 x% M' S8 l5 b1 ^3 F! Z, }7 RTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. / d( C9 z/ e: G ~, y( e- K0 B$ E) @7 C: I" B0 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. 2 D+ }# ^$ x, y5 ?; C8 [3 N8 k" ]3 x& u- N5 P; j
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