Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 6 F* o6 x" w2 C$ ^5 H9 l2 b1 `2 M$ ?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). + H0 p1 F. W7 l9 Z$ _ P 2 ?9 K) [. i) L1 I1 ~! pAdvertising 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. ' V/ R6 Z! I4 n o" U$ @ ; E7 A6 j; d7 @# ^Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ' c0 c: j( S$ Y" r* t/ Z. Z2 a ^2 J+ t ~( j: H: ]' K A% z
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. / J" q9 u7 Y2 \3 m& k. ^8 J, _7 Q% Z# q8 Q3 H
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.* I5 Z- w" z7 K7 u+ ?. E8 o' Q
) Y0 v. S r `) M9 }6 bClick 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. ( D! c8 G, R% ~, { w/ L7 e' N T8 V& J: e7 P6 Y. p7 V1 a: l7 e
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. $ n+ N* u6 s0 y! t2 K, y3 O: i( S( N- u/ e4 j. N0 Y1 j" Q7 i
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. h& U; n' _+ E; R
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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.. T! f! ^4 v. X( Y+ d! S K
" }& d a9 A4 B9 q0 x- i4 _& _Creatives: See “Advertising Materials” definition.; X% M- f; u, ~+ k4 }- G
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eCPA: 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. 0 s0 c$ b- I! @& \) _0 [* L+ E" f: A, ]% \6 T; p) Y' q3 B9 J
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…). 5 Z. r6 c2 ?; Y8 D6 u+ `& I2 f! h- R3 s M0 U+ L
Footer ad: Is located at the bottom of a web page. 0 K( i" g) a/ r
' A. E: W. M7 E. v1 e6 x) VFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 8 c5 H1 @$ j) v- ^& t! A& e/ W2 B; `
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.$ e. {- i* M, u; S
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). B) k( ?$ Q; o" v. U. A( D$ h& y 3 B* K' r- t0 u! _! k1 C4 E9 n1 mIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.2 |5 f" u5 _7 i K# K# C
3 N P6 v9 P6 @& ^/ {Insertion Order: Is a written authorization to display advertisement on Website(s).3 L( ]! W8 m. }3 {, _
5 I6 A9 }7 D& K% J eInterstitial ad: Is a full page ad displayed before or after an expected content page7 a/ ~0 e9 `! R6 S
" Z1 ^# D$ Q5 A% Y- [) k3 Y& i8 J/ a, T. wIn 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). 6 s n/ r- q- B3 |7 y% V& J) F4 `2 C; S; r# U6 |0 q+ g2 b( `
Keywords: Search terms or phrases targeted by the advertising campaign.% c) \- L5 h3 ^$ R1 v
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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. ( m5 A m, I4 b2 Z; J9 D7 i& ], h9 N
Linking Text: The text that is contained within a link. # X% z4 \2 k7 D- y( v 1 w Y$ B S# H' e: hNTV 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.. b5 ^9 \" H* o3 r2 W! j: 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., P% o- H% u: Q7 S8 Z
) W7 H7 l! u. k+ c6 {/ a! fPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 8 N% {% L' u1 B5 J: e m: ^
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.; z5 F0 O2 t1 y1 G
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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. - V6 n9 C* U4 U9 D+ o+ |1 r8 _ 3 m/ v" Q; M5 V1 }! B! oPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. _' m* P/ v0 G0 P7 h: k
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).1 L5 I1 c& k9 [) ~
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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. : {' t T( O7 X' P$ X& D C9 X, b8 v% g. z8 k& A& @4 ^% r
Rank: How well a particular web page or web site is listed in a search engine or advertising results.# k, o4 _$ k* U/ o$ o2 I1 R
8 F# v/ ~: ?2 c8 I, C# TRetargeting: 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.) |/ ?: Q3 l- m/ Y2 W7 D. g! Y
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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. % Y5 [$ P. [ I" [5 |3 C5 m 7 v5 ~0 _ H7 N, ]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…). $ W0 u! ~( H0 o+ ~3 r2 H+ Z$ [3 T ]: a" E; O$ \6 E% LSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).9 @6 \* U4 l, T* z8 a; v
- v E8 r. K5 V& T: u0 q" s% X% jTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 9 a4 I0 U$ T7 D9 E0 ]' [% v/ r. H; {% h3 C& [
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. % l4 f1 D/ \/ y/ }8 a & N7 O( o( C a: P3 R' l: ^5 C+ F- ~- Q; ?" d; u, |' x6 |
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