Ad Serving Platform: Describes the technology and service that places advertisements on Websites.' W0 n( t G( E3 ^! c& m R
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). 8 }2 h6 H5 ?3 D8 v" L" j- }# d9 M6 g3 C/ Y9 t3 q9 e: G7 u: S
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.0 T' M. C* C. V' H. ?6 _9 V: H0 L8 T
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… / l# P# Q" M; q. D- q% R 4 G4 P ]+ p) Q2 J" H; p4 SAdvertising 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. ( H( e- k7 |! {. }' Z8 R F4 t) C l3 e5 q# l5 S4 e6 d2 }- x1 [
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.3 \, S( V2 d$ w& Y
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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.- D3 J; i/ J1 g E' I! f
. i, m6 ?( U' E4 K0 s5 Q8 F8 ^" hConversion 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. ' w0 D1 q& ~# I7 T $ {7 h6 L t6 n( `* f kCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.5 d& V% Q$ `" i3 q" c) F
0 @. Z* A3 N6 L2 `7 m8 UCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.% n& |# m5 V9 y3 D7 m5 E; q
7 k# v- ~- U* P/ meCPA: 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& f7 G* A4 J0 h" W! O2 F6 u( k# m# l; {4 j
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…). K7 N; t& S2 d- o " P0 h2 ~) L5 gFooter ad: Is located at the bottom of a web page. ! y/ J9 I: \2 q6 s3 G
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.6 U; f& d1 l H: t' k( o. K
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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.% O& u" u/ p; L! d% m3 V; f
( T9 Y, t; X5 j6 Q, j2 zImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). ) d" G0 j: \% S( y. g9 z- F8 o, t7 J& K3 _- |; ?/ L2 `
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." I! s4 }* n' w; k$ Z) M: a- S G& w% g0 W
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Insertion Order: Is a written authorization to display advertisement on Website(s). 3 ?3 G: i; O0 | D1 }) z! @, b; @! I% o- h& Y" Q* k
Interstitial ad: Is a full page ad displayed before or after an expected content page# f$ S6 x; U7 h/ |# u2 T$ h+ f
0 t J4 v, l2 |2 F# KIn 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). 1 O5 c& R+ V3 U- z
9 }! r Y/ O; P/ VKeywords: Search terms or phrases targeted by the advertising campaign.& r+ P! W; T3 p b
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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.( r+ R( k- r/ T k6 P
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Linking Text: The text that is contained within a link. 2 c @# W3 C7 O' H! q( `% V' L" o _9 Y; m) I
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. \! C' g. Q! W& S8 \
4 \( C/ ^ z: f4 m* h" @6 jPay 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. , V% F3 ~0 O# D3 e' [9 m8 r& S5 ]8 y% ~ O. q
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 7 M* |3 p6 u g # r9 H. _* w- E6 A- iPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. $ t: f# b" p3 p$ e ) Z$ f" e, l* f0 y- e5 pPop-up: Is an ad displayed on top of the page visited by the surfer. $ y4 U% ~# o& t# J- g, H' s; c' U5 f7 A3 }7 L
Pop-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.) Y1 K8 u/ Q# o& u& w$ m
$ U; w+ i0 ~2 q d! yPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. + U$ J @9 y, M" w3 G) Z4 q6 \- u# k; u: d0 ?. @; G
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).9 E+ U' L6 G" ] E" D' ~
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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.1 U# g5 d! i4 v! [7 U* w
1 i! s+ i( s9 G8 I& I; n% LRank: How well a particular web page or web site is listed in a search engine or advertising results. 6 Z. E+ V) j' Q* ?+ d1 }3 d9 m! R& ^' r$ W( i' S
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.4 O$ D4 j0 Z) w% C6 q2 x6 S
+ @) k2 ]" J/ u3 K- jReturn 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. $ W E+ G1 ]% h. r" B! ^/ \8 _4 A( ~
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…).! F h1 M4 ~5 ?- P; H
% \2 S* {9 M5 p; rSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).+ S4 z+ W# S5 `( t4 m. E
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.8 Z: g6 P5 p- ?
5 c' U" K. b3 W# r0 p8 iUnique 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. 1 M- S X' W6 l6 P4 m+ J' ?& Q5 t/ S, X* l H3 R
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