Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 2 @' [7 x. u1 ^$ `% @% ]6 bAdvertiser: 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 R6 o9 Y3 T9 k1 K- n$ l* \, _. c5 Z
- E5 O8 n4 s. RAdvertising 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.# g$ U' |+ R- L+ d) x
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 0 Q' B; T, Z9 z6 D / ]+ Y5 P. |& ^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.* o( A# H9 [; @" b! G
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 5 s) R, a" C( X r5 Y0 M, a1 U+ q$ j% s; M& |9 v; u( F
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. 9 ^+ R9 j/ l( c8 t1 K( L5 S' N: i8 ?
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.' Z& x" e8 q% U/ \" z
! |/ Q& |8 C5 s# K% ~Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 3 u) D" `% O- O( O 4 v( ] c w5 q) HCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.0 J" G! N% F: r4 B
/ a" T: ^* s4 t. s4 L; a9 XCreatives: See “Advertising Materials” definition. ( J3 x" ? r! y( D , p1 n+ }8 Q* M4 B% w; L% ?2 heCPA: 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.* N$ a/ b# U; \& ~ z
e& {- @5 b& IEffective 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…). # S U! w5 g# X/ ]; | 7 g4 A5 X- [0 _. [# z) _Footer ad: Is located at the bottom of a web page. ) a4 E5 @# S( h' }7 w
$ J3 z; T9 Q4 H7 w6 W/ ]Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 2 C* h( x5 ?- ]' F7 m" I+ D+ w L3 ^8 n' M7 `
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. 9 Q. E/ ^( L1 i0 _5 a% a ' G8 q! Y% ]" P6 Q/ jImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s)., _2 V4 [- G* ]
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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.) B) r5 G- t. O- O/ I
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Insertion Order: Is a written authorization to display advertisement on Website(s). C z6 c4 Y! z! y. { ; [! k3 _( N+ u: p9 pInterstitial ad: Is a full page ad displayed before or after an expected content page " k3 y( U+ c" c9 V$ ~+ j) J# n- H+ s2 d" h) B( U
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). * B2 {, P8 X2 n/ r8 C
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Keywords: Search terms or phrases targeted by the advertising campaign.- f* W8 f% d6 z P
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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.& t1 ?4 L, \) J
8 o, h+ G. |& }8 z; `Linking Text: The text that is contained within a link.% v2 b7 |% v# x9 S+ }. _3 m
& V) |! _; X& }' H( j# KNTV 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. & `/ x! g8 i5 [ - Z( r D# n3 g8 O$ [( P- sPay 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. # a' z% [/ T) N" B4 b; J 1 ^' h1 q$ g* o3 |Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. # ~( X( _ a. W j8 q/ G
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.; Y( M' V c% L/ [
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Pop-up: Is an ad displayed on top of the page visited by the surfer. 3 \" U0 V" L% U6 a. p$ b 5 o1 v. Y% r" o X# j( hPop-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.$ R, p5 I) a# y2 s! O, J( R9 n
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.! s; t% y! ^1 x- m* o3 E, Q
' |/ e7 D$ @3 ?! Y8 \) cPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). - W/ v+ s4 w+ c: r+ g) C, _ " Q; u! O, e! V) ?5 n# CPublisher 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.( E4 |% [" i6 o' @% f2 U
3 b q6 |7 b+ G k* H" ORank: How well a particular web page or web site is listed in a search engine or advertising results. * Y( ?3 u- }4 v& z) x5 d4 o0 ]6 r- y$ I, { \( i" c
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.; z: m: l; r4 B7 A1 s
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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.2 W1 l6 _* M2 s/ ?" u- Z+ V7 _2 L
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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…). + b$ E# K: z$ u0 i3 B1 w' c+ h 7 A: V) X5 Y2 ~5 C( P% X7 h. vSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). ! z/ F6 S0 G; H5 C % b6 ~- Z \% O5 w' C3 t4 C" @2 @+ Q! QTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. & [: q; ?' U/ w. D ; v. d( `' V' A6 t5 P' jUnique 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. ) G& E2 n' q# B3 d$ p% Y; t, ]0 ^ & T- _% Z; E9 z6 h g# F9 ?8 ] 4 N' [, H, p( h3 f* R9 N
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