Ad Serving Platform: Describes the technology and service that places advertisements on Websites.2 N8 J! d' D, F
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). # Z6 W: _1 V2 q- }* e3 ?0 i 8 Y) j3 J3 e/ u& y" `3 h3 t BAdvertising 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. 7 X4 V [3 t: Z( X' v: E3 Q# F0 Z8 |$ B G. _, A' V2 S( `
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… * Q, E/ @3 ]. E/ p2 a & u/ n3 C; ~/ U9 CAdvertising 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.1 K, L, W& _4 l% P% N. t/ [- p
- t \: [+ ?* [1 @5 oBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.9 W1 y2 c& v, g# Q
* t/ d+ r$ u- F# MClick 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 N" \. w) j1 p W4 C h' i& W5 C# l$ c+ B; ~
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. $ p' b! w) {; T7 D% m+ j' V 3 c; _8 j3 n6 QCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 3 n# p+ `; t$ {) R ~% _2 X# \* h4 @. B: x9 \8 i( L) G
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.. v$ [$ ~9 B f% g
$ _6 w# g/ h- d/ C; eCreatives: See “Advertising Materials” definition.. A, E; D+ f) ~. l
1 [, M7 K6 S8 BeCPA: 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./ H/ {% u8 d K. B) a) Q7 I/ b) |
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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…). $ S- d2 M1 e0 C6 {3 k3 n( g! N+ |$ ~* j
Footer ad: Is located at the bottom of a web page. " _! y. I$ p( _0 t+ a$ B% x- h" y' m4 O$ V- u; C6 l
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.0 {1 Z; N% m9 v! r, D# \5 O
V- Z- R; s! o& kGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.; @4 r. k3 V1 I4 @
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s)., ^& f, b" J `+ E5 A- [" _5 J/ @
- m, G$ O/ C3 H- f9 bIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. 9 q/ K) [7 M2 z/ m( ? 6 X6 D1 L) e0 ^% R7 [Insertion Order: Is a written authorization to display advertisement on Website(s).) q" o9 q; @: z2 }
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Interstitial ad: Is a full page ad displayed before or after an expected content page* O+ J/ ]" t; o7 p
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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). % ]! @- f2 V; a9 u( R * v7 y" T$ N* [ B1 N j% ~ H* qKeywords: Search terms or phrases targeted by the advertising campaign. ) V" t! N& n) y* V2 I; h7 M3 h0 _1 M' F" I! [
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.3 ]' Y: S5 Z' d& y. j, ^# ~5 c; `
5 H3 R, d" j7 C; `6 U) }3 uLinking Text: The text that is contained within a link. 8 }4 V. E( ~4 T3 A! @ 2 T* a$ \7 }4 R7 Y( VNTV 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. % o X7 ?5 B: { 4 D* W: V. l5 V1 U3 `# }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. $ G. i W, d+ S p: s4 c' z ! q) F0 ]8 y) t, UPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 9 W% `" e( X1 ^$ q
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. / b" S0 a% C& B" g8 I6 ^ + ]& Z# R; W4 f! c3 P" e8 b ]: yPop-up: Is an ad displayed on top of the page visited by the surfer.. E6 R+ l# z1 D* n/ O- ?6 m7 [1 ]
) L1 h* A1 A- a& q* xPop-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. 7 U2 w5 @0 ^2 i7 U+ `, Q+ R; @+ C. v/ p
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.) v+ q/ k9 Y- v& i' S# }
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 6 K6 W0 U: J* E: B* s! x# j. [) k" x$ M( A
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.! t$ i* {8 F! Y; \6 G
# b3 [' T$ [# a: M+ {! S" JRank: How well a particular web page or web site is listed in a search engine or advertising results. 4 A$ x4 t* a! _4 } , `9 d9 v" h. b1 P3 H8 X% YRetargeting: 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 \& Q+ G6 ?: A# [* n; 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.- a* ]4 m' _8 S. F/ l! m
- b, M, C! {9 X0 mRevenue 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…). % r1 Q- f G9 ?: c) v' b( N+ f' ?3 y; T1 j" q5 J! l% H, i8 W7 W. n
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 3 {: |6 Q/ E5 E A( E( }0 f4 x& R# e% N, `& t$ \6 ~
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ( t1 }0 }+ w6 Q) O: |; F2 ` ( b. N( K% }- ?6 M5 |% {" ~. |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. & t% e" z! ^! h; _% Z( ?, w! M/ Y: U; v5 C
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