Ad Serving Platform: Describes the technology and service that places advertisements on Websites. # Q& r* W, T0 @$ b8 KAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). $ R2 `1 K, m; I( G# [: ]$ m ( c9 Y W& C/ a" pAdvertising 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. $ m: T) x( K0 ]' P% U- T" K/ o3 \% Z% {1 z" R/ I
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…. }. m% L e0 y; ?2 ]
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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.1 X" W; e D/ K1 @9 R/ p" j
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.8 V1 Z; Y }8 L) c# s
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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.4 Q/ Z# j; l0 W: i4 J
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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. ; w9 s) ? C. W3 ]: k) b 7 n9 ~6 {9 [' {6 L: aCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 7 g! N( ]! ^, D- x B7 H. R q2 V N8 P5 m7 Z. _/ b
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.' \' [( j) C0 T( T7 K
" r4 F! S2 f& n4 tCreatives: See “Advertising Materials” definition.9 R; K5 o. U# ~0 W/ C3 u$ e! U
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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.$ R. m: L! q# V6 h+ \5 N8 w! H% ~1 C
+ ~6 e& T( M: n: ?6 ]' [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…).) R( k7 {) \8 J- _
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Footer ad: Is located at the bottom of a web page. / H% {0 e4 U: @% t8 d - C! h! V$ J4 w2 ~- r0 I# gFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.- c( Y' w7 [; T9 J: Z2 r8 B
9 ~5 U) z2 \9 \" r/ R2 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.: H8 V1 X2 \" c
# S: l5 @# d' }1 \! c8 jImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).8 q( ~5 y/ _( Q; m; ^6 r
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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.0 Q+ P& G: e2 L$ ~4 @" O/ i1 o0 A
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Insertion Order: Is a written authorization to display advertisement on Website(s).0 v( C( c, i) z6 h
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Interstitial ad: Is a full page ad displayed before or after an expected content page& M# j# T, _. {1 ]% f
* I6 G3 W: @* X8 eIn 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). 5 K+ s& {! c3 A7 I6 ]2 D9 u
: j/ G# O. V$ ]Keywords: Search terms or phrases targeted by the advertising campaign. * Q+ E7 f' T% u/ v7 x, k / k9 I" ]6 ^3 g2 ~. r' aLanding 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.4 V. ^+ p. k) o3 R: b) ]: M: Q/ S4 {
8 a0 @, ~) P2 @% j/ ^Linking Text: The text that is contained within a link.) L$ h" u6 p8 n: r1 ?; ]* _
; h: {' n# P: m" p; g4 nNTV 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. 3 Y4 \+ f6 ^% S7 Y' {' q* b8 [ 8 K/ D3 `8 y% A& h& _# nPay 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. 5 X) O5 u& J3 X. n+ ^ f# ^5 a3 L ; |; O" ^: X4 @1 K3 kPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. $ i- _7 S5 }7 O5 q) Q+ u' X& b8 U: | % D' @% U2 g/ q0 C& y2 [' WPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.4 s2 t' ?* W* a/ X A7 ^
' D3 z+ u2 r. W0 D9 ]Pop-up: Is an ad displayed on top of the page visited by the surfer. 1 }5 g0 T. z" L9 |! c1 k * d' g# u! i/ E# TPop-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. 8 V- V- V0 I. P! t E. m+ D' t' ^& [) {
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ( {1 c% d" }, r8 i; w( h x) ]) t! V- W1 v
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).6 ?4 m, c9 P8 [0 m
9 m2 h! l: o9 o, XPublisher 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. / G2 b4 ~% p+ @2 n( L1 ]+ Z' H; Q: ^6 B+ p0 x" _ R& e/ S' k
Rank: How well a particular web page or web site is listed in a search engine or advertising results.8 g( Q$ Y2 C" x" m
, V& q+ a* r* U- U- m( @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. & S3 b x; Y+ U" C' R e7 v$ c8 z7 T+ O4 l: {
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.* A0 g4 w" D2 G8 X8 u
$ ~+ l, S0 m4 ^. VRevenue 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…)., h" o0 Y+ @, c! o- T g" h# X- R
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Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing)./ g& b, }) ]0 w4 x
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.5 q/ H* O0 l$ u5 v# E" s
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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. * U( T( v$ \* P6 }: V ) U# f5 W+ [' H- F ?4 Y# ^9 W* M" \( X
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