Ad Serving Platform: Describes the technology and service that places advertisements on Websites.# r5 D7 _9 ^, j
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). - r k8 ?8 ]( D* D* a! L+ x+ `* K, S* P
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 B. k, Q5 l3 P: |6 n $ ^* H% h( m8 n& Y- NAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…4 \ }5 H- E, T8 L: @
, P1 D9 R7 h+ W. g* B8 nAdvertising 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. ) C* e' n9 X% w1 u/ ~ J. o4 W7 ^! k2 V9 gBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.3 u( y) E. t; Z. e
1 k2 O& j$ L$ \7 _. }* y6 MClick 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. : i7 k6 E( A. L- v* i& n" P9 S k' c L8 G6 g
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. 9 M5 u1 Q% K: G; C3 Z $ z9 ^8 I. D4 v* b( q/ pCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.# B( _, c5 n4 n) c, n$ W% a L* G2 [
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Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.6 a9 l9 \5 A5 \- o* J; q
5 o. E0 [3 a) [# I# v% cCreatives: See “Advertising Materials” definition.- g8 W2 ^' F6 ^% | 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.7 N# l P$ f' W# ]
& d1 w2 B2 q6 a* d2 Q+ [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…). % c/ c+ V$ Y n/ g [' g 5 J. R6 z" j0 E% q' NFooter ad: Is located at the bottom of a web page. & R* \/ ] g# l9 D, s; ~- _3 F: s
! e2 Z& B3 ?/ X2 O2 G, ~3 BFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.$ c) M2 h2 o6 V7 p. O# L. ` j1 O, l
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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. $ J. d4 K- z# \( `0 A# G- b I' n4 K" |6 ~) n; {5 O: I$ j# c2 }
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). " k( u. A& _3 _% t2 c ) J. i# A. S; x3 s( r9 BIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request./ V7 L9 Z# u8 W0 u/ l# N+ m
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Insertion Order: Is a written authorization to display advertisement on Website(s). $ g2 T* {" F' d7 o9 p# M& N; c7 U" O7 l9 o" v7 x$ ]8 \
Interstitial ad: Is a full page ad displayed before or after an expected content page# N% w5 j( Y+ \4 P- \3 Y9 t2 d! P
8 M, V. s+ t" B2 t; s9 ~2 u& s& v0 @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). 6 L% {, Q! s8 L, J. ^" s3 n# ^. N' J- n6 _7 V9 J
Keywords: Search terms or phrases targeted by the advertising campaign. ' r3 a7 C4 } H+ s: n. B0 P0 }8 p* v- q1 }. l
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/ N7 T( l$ p1 a8 n( \# F# Y# O& j. v+ V
Linking Text: The text that is contained within a link.+ n+ F4 W1 d( Q. j) M6 a
5 j8 a/ F! f5 Z% N0 z! x3 PNTV 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 250×250.9 k. j, d, j- ^ p. L; M1 [
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Pay 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+ h( _6 m# u1 c
& g; E* `8 e( M0 L; Y6 j, ePaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. + t$ A7 p+ k# ~( m. m1 l ; n7 k5 z, V' B# G1 kPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.9 l* X" R# M+ J
# ]2 t, m( n8 ?4 W8 ], X5 {% \Pop-up: Is an ad displayed on top of the page visited by the surfer.$ Q8 z2 C0 K) m4 c( \0 I
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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. & M3 I# `8 v% g0 L1 K; i- N + ?" U4 V c' \0 s+ PPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website." |( `* X9 G/ w. j/ N
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). " s0 C% F$ Y3 f/ O# S9 B3 g! F, d! G' F4 f0 H" f! m( A3 R/ H
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. ! S- k8 e6 |$ @1 r( W( k7 W 2 X' s4 Q/ Z- l6 p+ f) wRank: How well a particular web page or web site is listed in a search engine or advertising results. / {4 S* e, Q, G! n1 C5 m* v j2 C* M' _2 p3 R6 h1 A
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. $ J- D1 Y$ w$ v/ _; O: l% l0 A. x
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.' B5 R% w& U$ R! `; o G- I* d1 p
* `0 R. G. c6 k6 o3 e+ 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…). 5 @3 f1 i; ?% E+ s7 G' L+ q, \1 E& G: g! E8 k" Y
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).3 s5 h5 o# L' l" b# z1 {
" w1 v' J& c9 iTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.2 [4 E1 h; N6 @7 S! [" d0 E
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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.( A6 ]. d; E; l* ?' c- v
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