Ad Serving Platform: Describes the technology and service that places advertisements on Websites.5 E W% l) M$ K' P
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). 6 d- C% _$ m. Q+ p/ S* c" I. u' N0 b" k# r3 r0 u8 d& A2 ?
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. j3 U9 ~. {. y" O* U D( x0 G: Y; q
$ B8 v" j1 p+ l8 H' X6 lAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…0 C' C, E, d6 [- L% _- z+ s
" A$ u8 l- v0 v3 X4 yAdvertising 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.8 D' r5 Y# F0 R. H* x
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. V9 G$ O' I( G$ t
( B8 H3 s! h- l4 n/ YClick 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. T ?# j/ D9 ^6 j: {; L
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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.! {) w" ], [* q* z2 ?# f' |
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ' x% Y+ e- j$ } + H) i, a, F( X/ }Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.5 ~0 c# f+ J- m5 k$ f
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Creatives: See “Advertising Materials” definition." [* ]( C; |. [
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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.: ~. K' T6 d6 X" M
- @$ c, J& z, v) |/ CEffective 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…).$ d w7 ~' u, m& v0 a5 | @7 H- ^3 x
# i7 u) G9 C3 U, zFooter ad: Is located at the bottom of a web page. + y) V) \, @% n5 B - Q% ]! ^7 J0 o9 i* uFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.+ F: h7 i3 V& A, `/ K$ P W
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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. $ L+ w6 C/ p4 d* l$ L& W; F' K2 X " x5 j4 u. k5 k+ h* r" eImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).1 I4 e3 a( P8 y& Y# b
8 t2 h; q1 i+ F: A2 U& UIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.4 L9 h+ q1 K: i1 d" N' r
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Insertion Order: Is a written authorization to display advertisement on Website(s). 5 @/ ^: f9 y1 I& i% z7 q4 P5 f' @) }
Interstitial ad: Is a full page ad displayed before or after an expected content page 2 O# b% Y% }; k/ k " J/ p# _3 F' B4 V0 w) G2 [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). 4 t N0 E5 J; I/ E: |) S
& |. D: }! c o3 yKeywords: Search terms or phrases targeted by the advertising campaign. + m% Z0 ?) D+ [ . f# N* V$ ~5 B) }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.7 r7 L/ N p0 P
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Linking Text: The text that is contained within a link.9 j2 }: s) x/ }7 }+ k
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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. % {( w' e8 y0 \: D$ V: m! X+ K* p H& F& j; j' u
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. 1 [3 a( s- @3 p# D- a7 T. c5 b* S5 O0 ]. k$ I, J! U: N
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 1 P2 x& \4 p: r0 h0 R
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.0 Q9 T4 V; E/ A
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Pop-up: Is an ad displayed on top of the page visited by the surfer.% h7 |# l2 _8 N& @5 s/ N
# ?# d9 M. w& |; KPop-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. 8 F+ T% n3 u1 {" ` ( V, d" _4 W H" `6 f+ T. UPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.. b2 ~; @* U( y3 e
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).& q; W! H( O; x l z! C
, w5 |; j3 B& s. R' j; ePublisher 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.0 v% v) a4 L6 G. c# x, e
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.% f( O8 _) G, d; E" U! A& |0 R
) _( R+ W. U* Q" URetargeting: 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. 6 a+ f# r7 T x E2 X9 f0 n! W. a6 e! q/ C/ W; p! s/ U' ? V
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. 8 M: Z4 R. D7 |8 x8 I0 S9 y) X2 |/ k- F5 r) j1 \8 k; B
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…).9 k% {; v& |1 ^$ j6 x9 ^
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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). " t0 e5 W$ N+ h; U( g; J* A# Q6 v- B* x+ z" P
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. . d7 w1 l4 X4 j) l8 a3 C0 {' h $ T% p# ~" D; ^% Q1 @. DUnique 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." b7 q0 j. ~, w$ x1 w% }. d+ h# ~
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