Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 2 R5 ^" d$ g* T/ cAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s).' s* U# D3 C% e
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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. - C) K* U# w7 O4 P- {4 z& S6 O) j# ~( |: [; u" E8 _
Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… % s- v3 B8 A$ r& p! @+ R3 [7 Z" T4 J/ i5 T
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. Y3 v1 X, Y6 h, {* s/ ]
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.1 M! T ]5 ?6 H7 d$ P& D
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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. # ]. P2 Q$ K. k. p" e# E# M8 l5 g6 P& a: Y2 F
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. Q2 J7 b5 S) y3 G8 V! Z# R7 S + s4 q; R9 M- n4 t/ ~0 O8 GCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.9 l8 W N' U+ L5 w# ~- o
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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. ' G5 A2 H ]( I& `9 z$ ^# Y3 D" Z4 _) C$ |( N
Creatives: See “Advertising Materials” definition. 0 w c" ^8 C$ P4 V, q& u5 y) N c8 B* \, C0 g0 B3 g* {
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 o- k6 D, A3 a
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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…).5 B% V$ e# w, k9 `
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Footer ad: Is located at the bottom of a web page. Q7 I: J9 r3 J& \/ }$ w- ` M
0 |" n/ Q( t* H& ?- e6 MFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. ^9 r9 R- z) o( Z U
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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.# S7 Q+ T, _1 K* W) N8 X A
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).. m1 W/ m2 G0 y: z4 s
5 D8 f7 ]) s. eIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.2 r4 J) n$ D6 P9 J$ b e8 q
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Insertion Order: Is a written authorization to display advertisement on Website(s).7 r' b0 b( h4 S& c% D6 d7 F
! y% ~2 w* i: h/ w" U# [8 ]Interstitial ad: Is a full page ad displayed before or after an expected content page. r* f+ c; Z+ s8 ^0 r( N# B6 L
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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). 5 g; H& L, V! V& T* j$ ?/ a! ]3 c / d2 J0 V M6 j7 _9 J5 p kKeywords: Search terms or phrases targeted by the advertising campaign.& d8 s3 X4 N4 U K1 V( D
# U8 Z6 Z1 P \8 v* jLanding 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.: p' A+ X- Y0 P3 V+ S! `$ l& ?4 Z! ^
8 R. e+ w1 H& ~7 pLinking Text: The text that is contained within a link.7 ?* y4 [7 x7 C) v" Y
2 L5 \. H$ O) u8 W/ d" ~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. / t4 Z/ g5 z/ A) N: }' _3 s6 z G% ]) ~/ ^' @( _$ ~
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.7 s# T6 D4 E3 x; r d6 T
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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. 3 m7 d" B1 G1 g+ i& n" {9 i " K) O: T9 H& k( B3 uPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.$ N5 x: w& M+ N, L2 R. L! ?8 x
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Pop-up: Is an ad displayed on top of the page visited by the surfer. ) O6 U$ O. K) v \: l8 l0 N) @$ _0 G# v9 Y8 g" @+ P
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. 5 K2 d5 }+ U- M, ?( ]. w0 k6 E 7 t' H i: h2 C3 n+ J2 j9 SPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. - W4 h; g2 m0 r2 ~1 q: k0 G" d! V$ P" | D V5 J
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).. S' }" P- Y/ A
; r K( A( |, t U m4 xPublisher 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. / i) q" k( j. V" j7 y4 u6 K6 C& G+ D 6 t+ m" f8 b3 B! M+ E8 ]. RRank: How well a particular web page or web site is listed in a search engine or advertising results. 6 {5 U9 |3 h7 k1 ^: Z2 w: {" m% {; Q ~) Q% L9 Y2 Y! b
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. : c! j9 v2 t8 H! q2 I# b. j3 g4 T8 y4 B Y% B q
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. & Q+ {6 o2 }: ^5 w8 g& M/ S1 O- n0 X5 @& y2 }
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…). 4 Y# y, Z5 N. V% T3 E8 b7 I+ b1 ^* h8 |4 P
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). ( a2 @8 ^: [# F: X. h* ?$ f E. N ( n- M' k5 X; C! STower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. g3 o8 H$ _$ g9 t8 e7 Z6 t4 u J3 N / A2 X" u* `: f! s( r ~* _( vUnique 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.; _9 A# g0 A9 k) @! L
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