Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 9 b! s) ^1 V6 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). 8 @# W5 e: y5 D4 N1 j+ S& m: Q9 F0 T( |# K3 u! K# ~6 u9 `
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.9 X$ J$ V" y7 v. ]; y
* G0 p( h6 w* V) c6 i* @% ZAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ! {3 ]) x0 @4 O- v# _8 d# i! n% j5 n) Y
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.0 u- H) X! y7 [8 P: N
) O; [5 y5 R- t+ e" z' oBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. 7 b Q" l0 V2 d; q$ x+ A. `5 G0 K
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. + z3 W# ?" Z; i( Y, M5 h# p9 Q: v5 a& Z: E 6 _, Z: Z4 I4 A/ A, g2 GConversion 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.8 Q6 R% w+ n* K" _
8 K( y' }! ^' z* M! H. s8 J( Y# \2 nCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. + d9 R2 r$ Z6 n3 Q6 l' o# d* r8 R& O- w" z/ M
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.1 z4 {3 u+ U2 n& X6 ?; |
$ B( H2 ]) N; l$ v5 A3 ~. m$ zCreatives: See “Advertising Materials” definition. 9 d; J2 u3 T, W+ g9 y* }4 Y6 Q- o7 p' b9 E; @. `# u( N) l
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.' J' C+ S$ L& [& L* { s
0 u5 ~: f1 i" o7 ~6 p. @, H' rEffective 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…). 6 u W3 \# u/ ^7 w8 i, }9 k3 u6 ~7 x ~2 Y8 S( O
Footer ad: Is located at the bottom of a web page. 7 k( P: z2 p; U6 c; k" S2 ]8 Q2 x. y# a' M" ?# i" \
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 4 k, w- k/ \' m; ~ " M5 C# u! P. ]4 o) T; k; uGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.* X+ `* S- p$ K
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).9 [; t3 w& l+ c+ ^) f9 J
0 o5 k% c% H0 x6 d- ]7 cIM 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 g! B& U" J% U
5 l; C" a u) d! _) XInsertion Order: Is a written authorization to display advertisement on Website(s). ; Z2 f4 E7 ]' o% D( W2 w9 e4 e8 x 3 V9 \3 V7 j9 ~" @3 F; t; F; N9 JInterstitial ad: Is a full page ad displayed before or after an expected content page, ]' D, W; e% {$ F$ {, s
# x: Z' l2 ~( l# b# a+ cIn 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). , L6 A& p" j6 z! L: q: K* f- U9 M . w0 e6 v# L, P! h' n; L" o# @5 W. EKeywords: Search terms or phrases targeted by the advertising campaign./ T) ?$ L! ]4 o7 b
$ W6 G+ Q) \8 u% {- Y. Z( k1 ELanding 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." x$ f+ l7 T: k: O2 I
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Linking Text: The text that is contained within a link.* l3 c0 d, S5 `9 K9 `8 @0 @) F
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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. 4 c0 t/ V3 [3 i4 ] r! z" g2 ^3 m ; q' J6 B/ u' 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. ) d* ^: \ D, R& g 8 {: I5 j4 c6 ] f" bPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. * [4 f1 s1 k- a+ \ ' o3 i4 R0 W% q8 E' j" B& \8 kPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website./ s4 f4 j( c9 q! g g7 u$ V& O
* A6 F5 }/ _2 Z' |/ ]9 v8 dPop-up: Is an ad displayed on top of the page visited by the surfer./ J0 \3 _8 w6 G1 Y* n) Q
7 I1 Z7 Y- y5 yPop-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.7 X7 e; K3 B3 R1 w6 i! y; @2 M! _
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ; ]# Y" d) Z) p; y7 A6 f, b) U4 A" {. [
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).# I/ ~- g# ~! |/ G8 M
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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. 7 F) C A u2 p9 m$ q- C 8 D7 h0 k0 [: `2 E/ P0 q6 P, i9 lRank: How well a particular web page or web site is listed in a search engine or advertising results. - o9 c$ m% f0 G+ o6 \* [4 g 3 C7 J5 i3 D' l- j0 i& ERetargeting: 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.! B. g" g0 |( Y) V( r7 H* C8 X
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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. T+ V b- P+ {- C" C. y
Z' W P' ?5 J/ t: E' BRevenue 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…).9 r R) t9 i- t" X, ]
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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).& R; p+ Z# S0 K' b3 N
- V) ]. ~" d. z& U4 w9 RTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. 3 F- y4 G9 j# G1 l% s2 v# L- p4 F* W * }7 f) K F5 J' [0 gUnique 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.6 `/ c' D7 X9 D6 f
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