Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ' V K! s2 H! 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).3 _: L" i$ Q3 s2 a- w/ M% [
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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.5 s9 _7 \' l$ W: K. o+ S
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 4 Q1 X0 G2 D6 b$ y6 T. ^2 l * M& }+ i d8 R+ |! QAdvertising 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. 6 v7 N( F: V+ R& n6 w: u% m - @7 N# F0 Y) W2 j* U! W% L4 NBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. / N* a# a& s% ^6 C( R, z6 r/ J. S- \' S5 t# X+ n
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. & f" c2 v( ^0 J5 }6 ^# d% o $ m3 Q2 A! h0 O9 t) VConversion 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. 4 x$ Y# H, v) z& t ; q7 _+ d: f7 Z. R* }( J3 V! a- oCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ; ^5 y* T0 c7 j4 z4 a 4 o% Y0 w+ l% G+ A$ | G- n: j4 l1 N0 ~Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.1 [) |# Z3 K$ M
" r1 M+ c% h9 ECreatives: See “Advertising Materials” definition. : I$ x4 T# O/ ^0 h; q5 u8 H2 `! L {4 o5 ~* U
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.9 }/ K$ c8 d8 n- J8 t
" w1 P j5 ^5 m! M4 }+ J5 sEffective 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…).4 j+ S0 b$ p2 ?+ j
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Footer ad: Is located at the bottom of a web page. $ A1 A% s3 Z2 ^7 T) X; h2 V, d) V: X" B# `: f; x3 _+ v+ S
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 6 g3 d: t7 `8 f- T ) R- ~; ~7 ]: XGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.- C6 Z$ w. }2 ]3 k
/ @- H* m' x8 Y% r, H4 x' c6 @Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).) f8 W3 {# N0 o2 C
/ Y7 E8 \( S! q5 q9 ]0 wIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.3 M# t- w n8 p5 M
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Insertion Order: Is a written authorization to display advertisement on Website(s). % A: A6 Z. G6 ?, s& o6 {* m) u; a0 F) j ^
Interstitial ad: Is a full page ad displayed before or after an expected content page : ^& y) j9 A' O* r9 v" q9 l3 D9 U3 W+ k5 d& N0 L/ m! e
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). : n2 m) }2 y) l+ d: Z; c, A5 ]2 K4 P) C4 {% D7 \& o7 a! O
Keywords: Search terms or phrases targeted by the advertising campaign. * r( q1 S0 @4 ~# }( ]1 _. {3 E " u* T8 @. I6 _0 Q, W/ t; FLanding 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. 6 T `' o8 y6 Q2 d+ r g0 }2 L; P: z6 K5 _9 U- g- G3 B
Linking Text: The text that is contained within a link.( W6 i3 Q$ E% ?. t
- @) k! N, ], Y$ ^5 |% J! XNTV 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. 5 _* p4 R$ N3 d! V6 w, @# N: o+ ` 1 }, S( ~3 z' L5 s& b0 r$ ]# l i# qPay 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 E% K% g8 o. r3 a1 H9 B; ^
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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. ) w( U- V% a8 B0 J! o! [
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.' e$ U% y2 F) t b0 x
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Pop-up: Is an ad displayed on top of the page visited by the surfer. 4 P7 V7 a4 [8 ?6 ^1 A$ K; W+ e6 D0 J) G7 G$ e
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. ' k) |: s: y% E; N! k: O* s" i / c J; g4 A% j2 x" @6 V! f: pPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website./ M, S1 Q5 ]6 W G7 r0 O3 r
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). / e! T& n7 c( r0 d' ^+ M % y- S7 F- c3 y3 BPublisher 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' Q1 n4 q( S+ \( M+ }3 n
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Rank: How well a particular web page or web site is listed in a search engine or advertising results.( c2 e- Q* D U/ U) t
, k' H B* R: @1 X+ ]% v# G5 LRetargeting: 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. ; y+ E% t+ s* ?+ H v5 E ]) m 9 \ b5 ~' J% w# p' r1 a- F C8 [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.+ s7 w/ a- l2 W
8 N, Z) d4 c5 ?- t: T0 O# E& x" R3 URevenue 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…).: w; i7 S( e/ c8 V9 u. B
% u4 h. f' h0 I6 V4 u% I cSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 2 S( h! n v! D- u1 v3 \ 7 n6 l2 O2 H4 v' ZTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. * f4 @* l& E1 A; d4 y( Y9 U8 d8 x* U& j7 F4 N4 k c" U9 i
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. 0 T) E9 D8 w \7 V" C m$ Z2 \& e" q/ M
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