Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 5 i R' C4 R" M# n/ mAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).1 O5 Z: E0 f# `
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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. 9 ]5 @) C+ r6 G$ q% |. Q $ a" v2 f1 F& _: b' qAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… + t8 w3 X! U( @5 W3 ^, l* B+ `; D6 [! ]6 d" c" z- R/ b
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. ; f6 s) d9 \" k# a) \$ E- z ! V8 H; j0 R$ P4 b2 w# d2 kBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.8 E C0 _! T: U0 M
' d! G8 G/ p9 d' T+ c v5 Z' U5 Z! VClick 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. , z% Y$ g8 j2 E( q# n! {4 H; ]$ O. \1 x: @3 \7 b. z" 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. % b7 f5 ^9 u9 l+ U" N! @5 ]+ z7 d' y , B$ Q! m5 G" H8 n/ r. {Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website." D& H* Y! Y; N E( Y6 p3 k' F1 ?
T1 B1 l: z k. ]' y; y* x. ICost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. # W T: R( ?4 @ 1 V0 @ h. n8 Y8 T' kCreatives: See “Advertising Materials” definition.7 \4 ~; a, T6 f* u
0 P* t+ T2 [% {, W( 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.4 s; ~, E3 E8 e& R% R N4 b* H
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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…).+ F. M' L0 c, P$ g2 }, z
3 r3 W, m* Z8 } pFooter ad: Is located at the bottom of a web page. * Z& F8 V: j. _2 n8 _$ @
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. * q& s7 D5 g6 q1 F- z H 8 q7 {2 x: C7 Z, [2 m4 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.5 L0 ^9 @7 Y8 [0 m. G6 Q: p& b
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ; T2 A+ o# Z7 D% b# M2 m( I 7 p+ T5 |8 B# K/ |* b* jIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.' K# D# }4 j6 V4 }7 ~! V5 u4 A
# P1 G( [1 I* k+ Z [9 i" BInsertion Order: Is a written authorization to display advertisement on Website(s).7 E6 v9 F2 a, _( K A1 k" z
% ~# |, E4 Y) p* C q5 p+ u5 `Interstitial ad: Is a full page ad displayed before or after an expected content page ) W/ A7 O) K& j7 s6 d 5 }2 O" `* n" ?$ R9 Q" I8 H; \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). 4 D l3 F# Q! O0 _6 y# @" O$ U7 K' o$ D
Keywords: Search terms or phrases targeted by the advertising campaign. 4 \- K8 a8 M4 Q/ ~+ c# J, h" f% e% B% B 2 g0 N6 a6 b7 ?4 k* ~2 TLanding 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. * k" @1 Z& k% K2 }' D' q/ o5 @4 y) i3 S0 c7 u+ `/ S
Linking Text: The text that is contained within a link.4 G1 o6 z) f; C9 F8 |
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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 250×250.5 ~2 P5 V* I V) s( z5 R5 k
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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." J D8 N4 f- ~/ X0 t3 @# A
I) v7 i" l( C3 D5 Z1 {+ \! T6 iPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. - E0 L, K; O- K! `0 j5 t) C / y- _; t/ k7 m1 ] VPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. ; r, ^1 c$ e K4 M2 @- D% W- c5 c0 h0 e* b, b9 ^
Pop-up: Is an ad displayed on top of the page visited by the surfer.% Y& E2 I5 I Q' @
9 y5 O7 O5 @7 L. \' ^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. : b; p6 h9 Q/ S# D. I5 |) y) y# j }- |
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.- q, R+ R O! |. b O
6 t2 u4 X- x* o: P: N( n9 Y" L1 qPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 1 g; D8 K% I( w! j1 q* T: Q- |+ _7 S
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; l. v3 r
2 v/ x2 u5 ~7 qRank: How well a particular web page or web site is listed in a search engine or advertising results. 2 ]5 O9 [( t: ~/ u" S- n2 d" Q- ~; L4 r
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.1 V, }6 G; m6 H8 p) H1 x4 f/ i
4 ~4 W# p: T9 }# q( vReturn 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. , C6 p3 V' v- W6 T; [. B5 c5 `3 L1 t0 x1 D# h" Q
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…).# I2 Z7 u' [+ j' j; d% x+ T! F2 d
# k( N' V' {/ I% gSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). . D, ?2 }! s: ]9 o4 n9 c5 c + |# c9 X1 n$ _1 C1 V8 U3 @Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.# B8 m9 b3 i" W8 B; ?
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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. 9 ~/ B! U9 N, m5 i( g+ d' ^9 s& z1 S. W% l$ o
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