Ad Serving Platform: Describes the technology and service that places advertisements on Websites.4 c+ H' g; |& d- ^+ ~, x
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).9 ^; n3 S8 a( j4 q) |( b( a) g
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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.) J* E' O* q: _: A- g5 r
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… # x, p t( n5 g* l - `. C& S! t5 n7 V0 r1 mAdvertising 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.. o ` [- i: G9 b
) f( E& o7 N8 e' Y, F7 QBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.3 f) ?; |9 Z3 i: t/ `
; F- Y$ Z3 l( t5 }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. , l; \/ O8 l+ O# B( X$ y) s8 T: N
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. 5 H, `$ S- U, Z3 y0 G8 [: R- ?3 @7 q7 }, j: x! c
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ( h/ ^$ \- |/ K9 A % i+ P4 U+ X& _ Y A9 P' R$ L; _Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.$ q0 x. i, O. P; ]/ H
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Creatives: See “Advertising Materials” definition. ) k4 A( I0 j1 x; E5 \: ]" Q) C& s
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.9 e, w- m+ A( {9 Y! L( d& e% @
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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…)." V, q7 i) O0 L- b/ a: @/ R( d
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Footer ad: Is located at the bottom of a web page. 6 j0 B0 _3 t! `' Z6 n6 R% f9 U+ G: y) v0 k
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 1 a$ E3 d+ E6 @+ V' O# n+ l4 E/ F- I; Z5 V+ q
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. 3 H$ d: F1 h% a9 x, R6 Z# d& ~5 l- M5 @# E1 P* H, O
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ( @& a% ?5 C: p& ]) ]. n9 [ 7 n5 A( O+ E. }/ v3 OIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.6 r+ W0 p& S& X k4 J' G1 n
: w; c' @" U( TInsertion Order: Is a written authorization to display advertisement on Website(s).' z2 d8 r$ d! F* E# m
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Interstitial ad: Is a full page ad displayed before or after an expected content page ' |+ f2 W% L3 a0 D( g3 I0 ^. r. X I Q3 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). ( g" d6 D7 u ?
( @9 ] n8 h# e! n* a% RKeywords: Search terms or phrases targeted by the advertising campaign.: `( T0 A9 h7 f/ O( @: H- 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. 8 M8 r0 X! s) |( B- C; K% y, j9 i6 L. `. d
Linking Text: The text that is contained within a link.: E+ |+ B% @, j3 g
* t7 p1 Y, r" ?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.( A' D6 x+ V3 x8 g1 A* a5 _: ]5 u) f% ^
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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. - V# m) t+ I# | N2 x) f1 z+ j; w( o' |. b$ _0 ]$ ` `5 [
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 9 C7 i/ O; x) x: U ; a+ X' h# r J1 B+ EPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.. X5 @; y' R8 M& Q+ |
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Pop-up: Is an ad displayed on top of the page visited by the surfer. # d& f& J3 N& i, C4 \& e % S+ l& i, c# a& A% t7 b5 VPop-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. 0 x( o( l5 e! ` 9 ]6 P! b& Q+ a, }Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.& h' ?. m9 y& Z
) e4 n: B6 _/ j9 g$ E5 ~Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). % f! A. k( ]% [, U6 n+ b. k( T O- f- W
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.% e$ j) @ O3 L. g
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. " v. R; A" G! D8 B3 F6 j 7 p9 v: ^" }& R6 I7 }% |) C8 |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. 0 |% P8 t4 p# z/ V+ j , C# k- |9 L$ k9 z4 v- e4 v9 \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. 7 a1 O$ d9 W. p, x3 Y. v; Q% G. q5 m
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 N. r& d$ f" q1 X. Z5 U) ]
4 M: {" c# B9 ZSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). ^$ \8 r" p7 X / l. n; W/ E' j. ]0 X/ b4 PTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.4 x& a% B+ p( y+ o4 K5 j) v
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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.3 Z8 }1 k0 q1 k1 t- A; O6 J
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