Ad Serving Platform: Describes the technology and service that places advertisements on Websites.& d+ f7 j: 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).2 O- {6 \) W9 b% V o9 |
2 R: L7 c- `, xAdvertising 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. ) d2 ~' k% ~8 S2 O3 j " o9 b% t5 v- G4 e* y* h5 X9 \Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 3 G; O) D" s; y: |# Y" M2 } . a8 w# d* w1 z q" }' i/ d' A" {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. ; M! e. [% g3 S, `7 r / r5 Q2 t2 C- DBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 2 J. m0 a8 ]+ t$ u9 K/ Q, O e" z9 K! d, Z
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.' b& Z! Y; ?2 v, [0 U+ g) L
8 ]7 W" ?& p- i7 A& x. AConversion 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.% Q5 ?& m0 f" Q5 p7 z! W
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.- v9 P8 b: e+ a3 y- [# I% Y8 B
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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.+ {, Y4 W5 z9 a- O
5 Y6 n' z% G2 F2 c J# L/ uCreatives: See “Advertising Materials” definition.0 H9 J- I3 y8 ]) C$ t' ^/ 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. 7 O! k9 w7 K9 u! x! L( } # Z4 e5 Y, S! dEffective 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…).% n$ d) j% c5 _1 |1 j
+ I& C# ^! s& N5 xFooter ad: Is located at the bottom of a web page. - F1 K( q) a+ q9 b" b' \& z/ Z0 Q) ?* U% Z/ ~9 V7 s G: ^0 ?1 K% C, `
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. ( R( n0 ^( L8 P * D- b% S" d! e" J! t- BGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor./ B) W* Z' t: e+ [, _$ t
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ! I8 F7 \! W+ q# [7 H( y 3 L/ y- e# e 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.; \7 i1 E# h2 \' K# Z" H1 M# Q Y' p
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Insertion Order: Is a written authorization to display advertisement on Website(s). 0 L2 l$ W) D2 Y; M2 ^7 F$ o* x/ | 5 a( G; K% b) P! d" d: {Interstitial ad: Is a full page ad displayed before or after an expected content page3 ^( F6 b- i" B; r f
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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). 8 E8 B4 M c8 q: U& @; h
6 Y, r1 ^' w X1 rKeywords: Search terms or phrases targeted by the advertising campaign.+ [# E' _0 N7 x: B, l+ r
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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. 7 w+ {7 @. S# W6 q5 P* U6 q J V: o6 o+ x4 l
Linking Text: The text that is contained within a link. 0 y0 U* p% \1 Q5 H1 c/ j& a8 p0 h- C! n
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.$ l1 y" N* R2 \ t; ]" a; b
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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. 0 u. O$ H4 L/ a1 s, j; F. \ E) D! B$ M& n9 V! ~1 ?
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. # O) O" \$ ^: L8 G! k( C6 E& J0 N" T* f% C$ C6 Q
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.& h4 ~' O. P7 z
- |# J& P6 A/ @! i+ w; lPop-up: Is an ad displayed on top of the page visited by the surfer.* n+ S# z1 ~4 f6 b Q
& `$ U3 N1 n, 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. 6 `. A* C+ \# y' D I7 V * g' X( `# h: [* NPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.7 Y3 S4 M& m; n% m/ s
. P E* v2 Z% E/ yPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). : ^$ u5 \1 H7 g" t& U& L- l9 N; \! U2 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.9 R' E4 y' z* }9 D" y
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Rank: How well a particular web page or web site is listed in a search engine or advertising results. , ]' `* ?# p* D8 m N/ t1 g" D- _4 r+ |: iRetargeting: 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 m! N) i" z7 d/ V4 B6 ^* U
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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.8 ~5 d. N6 n7 D( D" x: i* ^0 }
6 S2 V8 q7 e0 HRevenue 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…). 7 j: F9 n) U6 F' Q1 P# J9 _7 N3 E ?% G' D$ ~& B5 N) V1 f
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).4 W9 n8 D6 ]9 e# _* ~& t% C
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. : {6 m, T8 p* l( g. n5 S* F3 | 6 V2 b6 W) v2 N2 M8 vUnique 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. # x4 T* |1 t3 o1 U* L/ H6 ]' k1 P( E4 A' z' G- P& v! N+ \
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