Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 2 z8 b! a9 ]4 ^' Z2 mAdvertiser: 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 t$ g# c0 N- f1 J5 ~ P9 H
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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. * K, m& T- r( Z8 L2 j $ Y: f* h M5 |3 hAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ! T' b: e& ]: N7 t7 _7 y8 f1 V0 Y4 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.9 A8 N4 n; V* [6 g& m# m! ~$ P0 P( _: |
$ Y4 V4 A, M6 F/ B5 eBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 1 \7 r H: S5 s ! q: Z( V7 v* w2 qClick 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.7 `) @& U0 e( X6 q+ O
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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.+ B3 e0 R" j, j+ b7 Y
4 p U4 O, P: z6 O$ ?Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 2 Y8 Q9 k/ x3 b( m$ [' ?6 S5 O( V- D8 h" P' ~6 \! v; |& C- R
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.1 U2 o6 M& [& L2 [
% F: W/ H% m" F5 I9 mCreatives: See “Advertising Materials” definition.) x1 s# Q6 c. ^" G: _
5 [5 z/ ]& s. }: J% XeCPA: 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.3 H+ q4 F' E- o4 C7 P0 K( ~0 U
0 x) D& e2 E0 I6 N7 f) KEffective 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…). % d: M1 O5 C5 D/ M) E) H( ]" Z2 H* e0 J9 D; J! |& s
Footer ad: Is located at the bottom of a web page. 9 q5 n& @% z+ a) I$ k 7 Z8 l0 u0 g) o. wFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 7 L' Q5 ?, | d6 P+ X7 c( \8 P. W! G8 l' X9 l. m3 d6 A; {: G: @
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. 1 @' i& p, f+ s # z2 V) K, H; {0 @1 pImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). . G. l- B/ h* w6 h' A / T% I9 |$ l0 }& z+ O( r( ]; YIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.9 ~2 e \) b: _0 X
; o- k0 |4 O1 D1 U( o, E6 G# ~Insertion Order: Is a written authorization to display advertisement on Website(s).7 \% J3 E- W$ c* Q7 y# z) [* k
) ?% j) A2 l8 `. g# |Interstitial ad: Is a full page ad displayed before or after an expected content page( W; e- l: z# i7 [# m# i
# x" g3 a* t: h3 I+ bIn 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). ! e$ T1 d! H" K" L7 p, b 0 L8 j& ]7 m9 n6 B; J7 d( fKeywords: Search terms or phrases targeted by the advertising campaign.9 G+ d& P2 o# c) t0 E `' k
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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. : R2 W6 _' S/ @( P, |0 S, N3 [5 B% i- ?/ H0 {2 O/ G8 k1 Y! ?# s
Linking Text: The text that is contained within a link. 0 q; T4 i% L+ C+ `5 F0 J 0 J) @: k$ d6 H% ~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. 5 x# ?. G" E! A7 N 2 V6 @ O% T' d# c8 ^4 iPay 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.! k. y8 z: J8 [
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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. , w! F( i0 W+ G# e# F 0 F' m8 Z8 U9 {7 t, ], J; VPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. * r" ]! L8 g& V; T% x/ d. r3 l1 {+ v+ h8 \8 x1 `6 ^
Pop-up: Is an ad displayed on top of the page visited by the surfer. * U7 E, @+ a0 d8 ~7 t + A4 H0 X) o) @1 P4 gPop-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.& Q" Y" e( D k& c3 ^' R
: \/ T2 m, m% K/ F% qPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.6 C2 E! F+ R2 r: H
6 E$ @# d& C1 U- C. ^Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).4 C! i8 D6 k' ~
) b( Z: p8 g6 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.3 ]) G7 g5 I4 A0 R
/ f T# S5 G# |, YRank: How well a particular web page or web site is listed in a search engine or advertising results.- q1 G5 N9 A6 K9 N: z
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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. 5 m6 p& P, ]" d2 r* [: c; Q/ ?- f* [% T& c& P
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 j$ g& J9 R- O# T# _, B - U. r3 ~9 P3 V, K' \, 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…). , d d0 F* U( v2 D+ w4 y! X. n) X+ @: F- V6 V6 o" x+ s; H
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).+ u2 V, i0 E; l% U; R* N
K3 N& p8 j' L, kTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. * B8 U. f7 o$ W( z. Z - T7 G4 T+ N9 E. @, K, u& |, zUnique 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." N, ^# y6 p0 ]& W! W! t2 ^, {
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