Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ) U+ H6 q4 h! x# VAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). : b& ^' X( l- J7 j; D1 U! Y. ?% I+ ?# P7 h! |) F
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.8 j: }* {% G: p: p# W
7 F) {) @' e( G) k1 q2 z/ hAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…7 B9 B% b- Y, z0 R8 q; e( T
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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.: \* V. o( ~9 n3 ?9 {
. h3 {* N: ?% H# F; RBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. . H8 E; ~; i- |) i ! e6 q u% a) h+ o( i: CClick 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 V$ B+ m3 C2 R; F3 N& Q3 E3 b% K5 b* O 1 _- [+ Q8 P* {- n) F4 a: y, wConversion 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. 0 K! y: g3 v9 r 2 m. i% n7 d) }. C$ X. I- m5 aCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.# S5 _) @. L6 j3 g) q
: D5 i) E- g L8 H" ]& wCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. - w: h* ^' U' b% T2 N H/ y+ v+ F5 l' B0 E- J4 ?
Creatives: See “Advertising Materials” definition. . f2 x$ {, N+ G% h5 S- ^. r$ S4 i7 }' }& ?" n2 `
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.# H- i6 M6 U: ^
0 `3 F' T2 K8 S N! ~2 }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…).) _% u; A; X. C3 M0 s) _0 k7 r
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Footer ad: Is located at the bottom of a web page. * O+ E: ]. a( R! d
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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." }+ ^6 O, s: |8 v/ S
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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. " g( \3 Q( \8 C7 Y% l4 P9 g! y- t& g6 D$ E5 \0 H
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). $ b" n, g. _. q/ P' u5 e- ^; P% V7 ` $ z" g1 h8 b* S/ U; `$ IIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. / ~7 Q: F! } ^' l5 v. ^$ b4 I4 |( b$ b; T; b' \1 f2 g
Insertion Order: Is a written authorization to display advertisement on Website(s).. u7 ~6 V6 @' e: u) n, E5 k1 K8 f
1 b+ w' h6 S) m+ N! E, OInterstitial ad: Is a full page ad displayed before or after an expected content page " L- C M5 B6 g# W- \2 o2 E- c1 d/ G0 T6 l
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). : ~ l4 A; t) j+ i s6 ?9 B8 ?* j7 H- {0 o
Keywords: Search terms or phrases targeted by the advertising campaign. 1 r# P+ |- K e * X+ {* H! x+ m! ?+ W8 D) OLanding 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.; A- ^! F7 p S3 \0 Y
0 a5 L2 S! m% o1 C& B& d3 _Linking Text: The text that is contained within a link.+ C1 E, E# H e6 ^$ Z ^
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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. k' W( `% Y5 ^, N0 O D O; q( ?4 U X {, c7 ^
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. / x. R! ~ K" T$ c `, n& d$ v . B- D4 L9 A& ^) p/ tPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. + u* |+ w- T4 h& m: ?
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. * Z: w" t7 u# q: A6 \ & P2 _3 l. B( @8 ~Pop-up: Is an ad displayed on top of the page visited by the surfer.1 |% @7 ^+ N$ X; Q/ d6 @
* G) W) a# F- a7 m" K; m! 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.7 \6 k& w1 }& N2 b) [
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. : |/ \+ A% g( z) ?# Z; V4 g2 w& w
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 4 F. `5 r: X- U+ I. y; X7 `4 L' o4 k" M7 Q8 t; t
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. / i- A2 d* A; D4 H9 a0 q8 |( j3 X4 A' M2 Q/ Q/ T( {+ ?. B
Rank: How well a particular web page or web site is listed in a search engine or advertising results.' G% C# t% Z, q: N% _4 S
' N# Q" n* S- l! f" ~$ E8 aRetargeting: 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. * G* e, M6 P1 M+ ^' \4 E3 p1 u 9 T1 [. R$ G# L( a3 OReturn 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. 5 t, a7 ]3 R3 }( V I! f' @2 L# b) ~. F9 i9 Z
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…).2 {# A7 K! J( b$ ~( b L3 W
! T+ `. i8 r9 O; A7 y$ OSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).7 V! K A' n5 |% v) E4 R7 y
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.7 W4 C; \8 Z0 W: }/ T
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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. 2 s4 B& X$ a' {8 p8 g4 I 6 _" [# c$ H# I 2 U: I% p# v# l( V/ t& H/ j
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