Ad Serving Platform: Describes the technology and service that places advertisements on Websites.1 K% K" l7 o) ?( P7 U, ^
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).! U) V$ a0 o* S( M
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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.! h" L G1 ?" i; N6 ` l0 l
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…+ N _ `1 ]7 D7 R C" V
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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. 6 ` n$ d/ n9 q* f, F 1 o( `3 Y x# s1 o* ~6 BBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.+ L/ k% _: D( h
$ _8 P5 z6 d/ N+ O2 h7 EClick 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. & a1 n/ Z! v* Q. f3 T8 ?, b8 `# I$ v" q+ O ]
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.4 D. x2 A/ m$ n, Z) s( {! D0 G
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.' M* x. k+ i0 c5 A
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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. ( J; I# u# a3 u3 F J / s0 q, [- x* Y9 FCreatives: See “Advertising Materials” definition. ; D& e$ x5 U. L( d* ? 0 j* Q2 J8 z( A7 T: ~' S9 aeCPA: 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.# a+ s' k" Y/ A9 c4 {
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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…). q6 C) n. Z' `6 j1 [% a$ Q2 V1 n5 K3 p z2 G. k: z
Footer ad: Is located at the bottom of a web page. & ^! i: Z) z+ L% w; k
# r. t8 t, E5 E( xFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.) _- z/ f$ }# w- y4 M, I0 a# k6 u2 K
% e/ T; m! J/ t+ m0 E" c' SGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. 7 W# i' D' r8 a# z! y3 W1 t% ?
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).& G+ f& b- D4 ?4 K# L/ S
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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.& n$ {1 u. p" }) }, P9 \; U* s
8 X+ g. H, |+ V4 RInsertion Order: Is a written authorization to display advertisement on Website(s).1 k/ U% s; {; V8 E1 u& g& _' v) F
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Interstitial ad: Is a full page ad displayed before or after an expected content page& z5 f! F4 q3 N8 W( I) z9 k
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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). ' E4 U4 Z" V9 P0 b ! n6 ?8 [ o) W& L1 A/ S1 EKeywords: Search terms or phrases targeted by the advertising campaign. `+ X* t5 z5 ?/ ]8 a, c
7 l0 p0 f( a1 f" X/ ]- v7 `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., n l" ^& n/ h/ g! B8 O0 B3 E# W
, ?- j# I* d* h% X7 r( o4 n8 @' wLinking Text: The text that is contained within a link.; J7 B. o' `, @8 G. a* k
# ^- s3 V3 i4 f, t K. ANTV 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." G- x# g9 e4 `
% ]0 e( [( g5 X1 A4 i! OPay 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.. y7 C4 C$ x* |, N" I c; S" r
& |! X# }3 o4 wPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. " `! V" b4 ^' y" q5 T0 r" D
$ {) y" _0 u1 F: d! uPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.# j- I, t1 X0 M; K5 l9 j. W2 D1 i! K9 y
; s; y% ~9 V X2 o1 S/ ]Pop-up: Is an ad displayed on top of the page visited by the surfer. ( w0 S) L! ?: Y; r3 ^ 1 S$ G& P! a2 h' IPop-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 }/ @" B! z- M( H7 }/ E) {4 y+ Z; S" u4 D+ s1 y0 Z
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. . F- c4 [- j8 P! U* z& w) Q3 |; O! i/ f9 ?
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s)./ x2 y- H. @# J5 [7 s3 P6 z$ i4 t
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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. * q+ ]: Q: @1 y* V 4 p8 Y- e/ i% wRank: How well a particular web page or web site is listed in a search engine or advertising results. . |( _$ p% |" j8 {) z! U3 C / G# p0 u, U9 x, w( _# ERetargeting: 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. ) K5 L# X2 d! C& z 2 G) y% ^% b/ O7 |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.% i/ K! B- e% Y1 |6 l& }0 s U
7 ?! H) k3 {. ] b/ u9 ]8 wRevenue 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( V+ i( E8 X" h3 [6 K0 h" E5 [( A
( W+ _: y# W& w7 t1 mSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). ! F B: k3 l2 D0 C" N ! {6 j3 X) F, s1 eTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.# s; j1 S2 R- n* Y4 b1 _3 C
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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. y: K' B% h9 ^. M( {. ]
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