Ad Serving Platform: Describes the technology and service that places advertisements on Websites.6 ~* D$ u# X0 r8 g6 g
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).& f9 w2 o/ n5 q0 c* l2 ~2 J
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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. , z( ~0 t- _5 C9 k% @ K6 n' h+ ?8 A: W; k% v5 iAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… % @, D2 a3 [! f' K, s4 n! }3 n/ d5 D1 A+ U3 f5 T" }: {" R( f
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.) Q( r5 m+ ~- N+ }
, A4 B3 ?6 g9 z3 [6 x/ vBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.1 B! b" c3 X0 v6 R1 U ], d* V3 p Y
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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. ; \6 r& N: E) J2 F$ R - v2 ~) {9 c0 p5 NConversion 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.2 j+ e; j+ m$ ~
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.7 l, J6 P( f3 {/ n1 @- m. _
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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. " K1 D; `% ~" V7 Y5 ~) S' L; y! M, Z% L$ x% E% ~
Creatives: See “Advertising Materials” definition.# Q7 m3 y {8 z w
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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. , K5 B! D7 L0 A) X, }. @$ e: D6 a# q
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…).. V5 j/ w4 v: w {4 T( R
2 a( n1 G+ @) H, b0 E6 tFooter ad: Is located at the bottom of a web page. / E9 k5 L+ H, q( d6 d: O5 `- ?* P0 A! c2 M
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad./ A3 J# A* s" |" p3 ~3 x
6 [1 ~$ x' k) d) C8 @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. ; n+ y2 i4 A/ Y/ V- P( v' ~1 J" |# G8 W. k; o
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).1 J: P% e5 e& l& J) h
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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.- Q. v$ @' _# I) I" O& x& K% F
; S( q6 f+ e) H: g WInsertion Order: Is a written authorization to display advertisement on Website(s). 6 F8 V' G* t" Z. _+ g* v& l! ?/ A8 c6 O# a {- W! d, w* e
Interstitial ad: Is a full page ad displayed before or after an expected content page 5 n; k$ A/ j' c) J+ H7 D3 v, C- e6 W3 Y0 V; r3 a5 ?9 D
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). 7 w6 c8 v& e9 \7 {( b6 N
y, j8 L: t$ ^1 w. cKeywords: Search terms or phrases targeted by the advertising campaign.5 ~( o, T, U2 N- [0 y
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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.5 U+ j3 o5 l. ~: `* t5 T1 A) _
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Linking Text: The text that is contained within a link. 9 g: x* x# m2 J4 t% V + w2 N4 h3 |0 H8 K& E4 a. c. 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.# ^% W$ \8 s* c, A; X @, k
; F: \8 C. q O) k% @* I: y; V7 PPay 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. # Y5 D k: C, K4 \- J : O9 C. K& X/ Y: yPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 3 t; s/ V1 h5 b T( E* H1 C( |9 @' b
' m w. G0 X1 u8 U& D8 z. g& ^7 r; QPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. o5 ~* \6 |! `2 }, {. q
+ Q1 {( n) S) ~+ O5 bPop-up: Is an ad displayed on top of the page visited by the surfer. 3 B8 v1 k. i. N: V2 I+ z+ O, a' h* B# I* A/ R y: v5 V
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. ! Q: v) F; |( O. ]# ~" v ) x2 D! x3 g9 y, N" N) N3 c6 a$ `Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.* P- m0 G+ }8 ~& q/ p
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 9 l+ @6 s# V0 ~% e; J; Q) I6 U3 M7 P! H
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* d5 W h$ @3 X
5 h; `* d0 b$ N! \* x7 ^7 eRank: How well a particular web page or web site is listed in a search engine or advertising results./ [6 N2 X8 a5 K, y4 i# n1 R$ e" Z: [
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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. + w. k9 Z. o3 S' F8 d; ` 1 \1 v% H. i. A6 |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. 4 ~: B, W+ O; V# M1 [1 j3 x" }5 P& w( P' e
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…).9 P: `& [% q2 W( x
" F( E- K: H/ }9 C0 p# K7 hSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). & z8 F; |5 c' o. l' u* m% v4 H7 n& \" ^# x* u0 c5 e" I( ]
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ! S& B1 S2 c; ?$ X$ m, z6 k1 A2 \! H5 g- P
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. , Z, X p$ ^+ h( |" V! L9 O 0 p: s# V) Z( ^9 e# B; m ' c8 t/ e+ j2 n
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