Ad Serving Platform: Describes the technology and service that places advertisements on Websites. * V0 u+ M; b1 G, ?0 u4 M& QAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). , {4 N; g- }( I! G4 c ! N* `0 Q1 F+ V" [- I: cAdvertising 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.+ L$ P, m \4 a# r
0 N3 q- _/ S3 y- @" P' w WAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… * s9 F: e4 W( j9 ?% i5 y& |8 R+ T( _, Z( ~% d$ ?/ m1 r
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.4 X4 M( b) H- I! X( |
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ( k* I; t$ }* R; [0 V6 v 9 [0 o0 k N' P6 z* wClick 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.( c5 z% V0 t+ Y, `$ f6 }
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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. # Y$ e9 _% |0 S. f4 q0 d* E" n2 V- }# l& o" y) T( f9 G P
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. , H9 Q( ^/ |! l3 p& G. ?- G; D- Y& o0 {( c2 j+ X
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. * ~3 K2 v7 z, @4 I$ S& q" c# ^- r) ?! _( ?
Creatives: See “Advertising Materials” definition.2 V& ?6 H6 c. |& B2 U0 N8 k( z
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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.: C' o3 D7 G9 f U
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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…).& }" m! _/ ~5 X
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Footer ad: Is located at the bottom of a web page. ; W g( e$ a/ F& `/ B9 E0 x( T
' S9 _8 D( x( v6 G# H* @Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. " d% W' q. w8 ^ & v( I$ m, L2 N" g: U. T% VGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. X0 V2 X$ I8 u% m8 j# k+ W
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 1 j/ J6 d4 t; U3 q# p; h# X v; Y# j5 ^ S4 b
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.$ {: f( e# }2 S# x ^5 ]* f
1 P! p; b' B+ OInsertion Order: Is a written authorization to display advertisement on Website(s). " ]1 B3 ?- }) j/ o # ^. N5 L+ N/ G1 q8 _- kInterstitial ad: Is a full page ad displayed before or after an expected content page( I) C' y3 r( d7 @& J0 Q' g
0 R% R/ s' k9 j$ {' a# eIn 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). - F' j: a3 B/ t' y( |
+ i+ O3 n$ d a- c7 ]- pKeywords: Search terms or phrases targeted by the advertising campaign. 5 l! Z! e- Y. Q" Z" Y4 _4 K3 V$ _) z; w% Q/ D
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. + c+ F; v+ b6 _# V2 r( l4 I 2 ]% m6 U6 R6 ?5 A' m* |Linking Text: The text that is contained within a link. 4 G' A6 h# K6 ~5 Z6 c- B: T , f2 D2 k7 O6 M3 u; A/ |" _! YNTV 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./ v+ w& f4 g% T
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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.4 s* h$ D4 {/ }6 N& U, \/ H8 c
+ F0 W4 ~' q Q7 {& E/ @; y9 ~Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 6 g( |: n0 B* W/ `0 l# ` ( i# N/ e6 S0 f9 P# TPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website." Z$ J8 y0 c X4 f$ I
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Pop-up: Is an ad displayed on top of the page visited by the surfer.$ z9 I! ]' J3 n y' D; f8 j$ c
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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. 4 Z" W8 a C( d& n0 o2 ~1 M" E# [6 k' q2 \+ V# s g
Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.' y- f3 \7 t* V! f
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). - e& D0 R6 \1 K) ?& @5 [; l \ " N+ P& l9 j: O& uPublisher 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. A: V1 j7 @4 C$ h6 O" Z% W
# |: g) {* }% E( C6 u& M+ mRank: How well a particular web page or web site is listed in a search engine or advertising results. % A' b3 l, C- _6 t6 ~0 M( R5 g5 o) a- r
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 S# N, J/ q( N/ C% b, q5 Z+ X/ c( K
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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., A- G' K( _5 W% |) l$ @
A8 d" r7 H! }4 r8 |% ~' IRevenue 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…).. j! G0 q6 g, ]
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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). 6 a5 F4 @2 _" a) i3 P4 Z7 k' h* V- v- U4 F( f9 b9 q
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.% l: V4 ^5 z5 O
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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.) [2 M8 `2 b% }) e8 A, P3 k
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