Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 6 W+ w0 T' ?9 ~: _9 c* lAdvertiser: 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 s3 F6 u7 d/ ~" W7 t4 E, H# p" e) a# _
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.4 e# u0 L9 }* o* ^7 }
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…8 ?3 L1 ~; U8 c
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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.+ O7 U$ q; r' b9 \) Y" x
4 I0 t) F4 i, M9 n* ?0 mBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.# K: R* t3 k3 Z1 w
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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. ' C3 |( V Q- y7 _: M7 E9 j" y; `3 i) F( C
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.$ H& n) S, I' G/ h0 b9 {/ v
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.: U* G2 e$ }( U& D8 f
. @/ m+ p* s- D1 R/ K5 S" [' G, NCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 9 J6 d& `/ b! M& D % p0 o- {! l; ?Creatives: See “Advertising Materials” definition.- |3 L: ], |3 L, X1 _6 N
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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.0 e! S3 B0 E5 c, q6 p9 g# V/ |: ^
. P' H: c2 N* w! [8 S4 `! CEffective 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…)., n4 P7 `- o9 p. \. C
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Footer ad: Is located at the bottom of a web page. / x. [# T# v6 y* [9 r3 N' Z $ h1 |2 L' o, A& }- n$ t+ OFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. - d3 m9 q! s1 \ y# |% h' t 6 @- H4 w/ {- v7 a2 \" XGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. ! B9 j6 y8 W" d' L. h' [- h" |$ L' ^- u 9 _/ I- t1 s' j1 Q& B/ ], t% wImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). : Y, n4 K5 _3 e: V- C0 S7 O g ) ]$ Q* C$ K$ ]- F! J7 n3 lIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.# y0 T3 u, I$ ]( z
" L! L' @. @+ B! S& wInsertion Order: Is a written authorization to display advertisement on Website(s).$ b3 Q( N: Y! `
- H2 ?$ [! |/ R8 GInterstitial ad: Is a full page ad displayed before or after an expected content page8 ~7 H0 d! i b1 N9 I) q
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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). , C# k O5 [; {8 k , l- f% T- n& ]6 }2 |+ R, v' vKeywords: Search terms or phrases targeted by the advertising campaign.- w9 v3 q1 a+ ^4 B4 M- p3 \$ l
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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 X O' k5 |* \" f6 D
. r) M7 Z8 l% u% Y/ y: R7 x* d% }5 rLinking Text: The text that is contained within a link. 8 k, P5 Z8 e# Q: j! q9 `- j - b: `/ b% [2 ~) oNTV 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 250×250.4 i3 b% o2 T2 A" l) R6 W. j' E
4 `7 U# o8 m" q8 H) A8 yPay 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.- l: D! E* m9 B" C" R
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Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. : a0 B0 l. K0 Q+ e, w. i. I9 p & [9 }5 l! u" g) J5 W W6 |Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. % c# q6 N" ~5 ]) W) P2 f2 E) x4 }0 x
Pop-up: Is an ad displayed on top of the page visited by the surfer. 9 G& y2 Q7 O5 a5 a5 H8 [1 R0 j7 ?3 T / F( }; l# U+ {4 Y( t9 }. r; NPop-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. : b$ q! e* L& `$ r8 @) \- V& {8 s5 z8 d) k
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. - x' @- M$ A1 J. s& R$ ]' f: n. E) e5 r6 L1 l( A
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).6 X: b( B, `, l* A* D, t
3 l3 I0 ]+ r ^, Z% O7 s; ?" mPublisher 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.8 l& @2 G% D# \ U! k' ?
7 U d+ ~' K* bRank: How well a particular web page or web site is listed in a search engine or advertising results. # W0 x; Z- P8 O0 M9 s3 ~ z9 r2 A* A W' ~6 y' ]. p0 @( j* w* p) p9 O/ d2 @3 u
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.# v: O0 E- o" e2 \6 \ ?9 T% D
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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. 5 s. [& s" @" {: M$ I 7 E: b( k/ T" N. a4 ]5 T' L2 pRevenue 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…).) R( S: r' o: C/ U/ a
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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). & S$ @% `" ` E G7 m4 D 2 Q6 V( A# U; B2 l8 m* vTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.& D% i* g R( Z+ c
9 c* z% ]& M: V6 ]! OUnique 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. D+ \! E4 K4 N! G! O- b) b0 X- X ^+ n2 o5 Z; M# `' `: [! w6 Q# L8 E o& x, u+ }! t
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