Ad Serving Platform: Describes the technology and service that places advertisements on Websites. 4 @" B; s/ s5 t% PAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). . a) x' n# _. f) x5 q* H * u5 N" @1 R: I9 dAdvertising 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. " U$ {) ^/ z! `9 |+ S$ m : x3 ?. n4 S; s: b/ sAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…7 o& k4 l J- \2 z( G# z
+ T" R! M' M9 U+ V( Z; }0 T( TAdvertising 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 r! ?. Q3 {2 ?; Q" k: i8 @7 D: C1 g
! l( i# W" N) T, pBid: The amount that an advertiser is willing to pay for a click or a thousand impressions. ( R9 D8 P& { n* |5 v ^0 m 9 v7 ?: x ?8 E* f6 i* @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. + A8 d+ x1 b8 L- V7 `* a0 {0 T+ F! d' i5 S
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. " ~ Q. ]# x( Z$ `2 [9 h; c7 }8 W- @, q% a, T
Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. $ Q$ v" F' M( h0 B; m6 Q2 x/ `9 F5 L, w
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.* E& o. m# B5 S5 u
9 m* Q$ l+ z+ W1 KCreatives: See “Advertising Materials” definition. ; c \" B' X. X1 \( ^& D $ s U2 v* u# X! R$ ^1 E _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." m. R# o" B1 T1 B, U
/ O* N, L& ?8 T- }* ^4 hEffective 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…).0 a( s, C$ \/ @; t6 v7 d: G9 U" |4 P
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Footer ad: Is located at the bottom of a web page. * w9 D# f2 o& P1 m- G/ C
/ }; E- ^8 o0 U* G$ [Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.2 }6 O ~5 t; a# \
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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.& G* X: q3 k! }, a* Z+ z8 F8 M
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 1 C* C5 ~6 f% A2 [. K/ G/ q) f' J3 }' Y$ P; ^0 i! A: Y1 k
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.5 x# A3 X, a" S- F0 U
$ f0 c- Z4 q6 G Q/ ?% b. BInsertion Order: Is a written authorization to display advertisement on Website(s). , [. q* C' C5 O- `" V# `% p 2 a* O% h5 B+ O( c: tInterstitial ad: Is a full page ad displayed before or after an expected content page, c/ r6 P8 }. d( S# W* c
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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). ; J1 c& C4 b/ T# d& H1 A4 h4 P4 l& ?8 |4 c
Keywords: Search terms or phrases targeted by the advertising campaign. $ y, [% U/ [7 J" b$ C # @- @: ?" E6 CLanding 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. A, d( i$ M; e9 F0 I& g
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Linking Text: The text that is contained within a link. ( U% K1 V$ L# {4 {5 t% b: g! _ * X- {3 {( y H0 bNTV 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.% j p; n' {# R) w: J' y
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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. * v+ G$ v6 t( O( O, f: a 7 j1 t9 l" J% c" Z( nPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. $ |7 s+ [( K5 M# v; z8 ^2 J: Z v# u8 K" i! F
Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. ( ]) j; f( _8 G) e7 Z. h ( q3 G" v2 R `" c4 O7 v) oPop-up: Is an ad displayed on top of the page visited by the surfer. * O- j5 o6 p; {* W) I8 I, Q6 Q' C/ u& s* C9 f0 q
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. % r; e) ~: T6 F0 L) {: s# ?# e # `+ F8 L+ j" `5 S- c8 d: LPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.+ D1 c/ o* v5 m/ m; B1 o8 c% O6 z
. y3 w9 i- b6 B9 h( y/ M* T5 [Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).8 K& ^" X& K0 D0 `4 A* J9 x! p
' R/ N2 }9 p8 F& 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. - s' f. y! ]. y: V1 P( _0 ] ! y2 m e( ~* l: h. o6 `Rank: How well a particular web page or web site is listed in a search engine or advertising results. ( A, {* h3 v9 N& A1 O) w' ~$ i" T4 u" Q6 w$ J2 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. , R9 \3 e# w3 `- Q& N( w: c( }6 m3 ?0 U% ]- O: Q' i
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. 3 W0 ]6 `$ F; ?; G& Y9 z ^9 p; j# ^, ~
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…). 0 O& a- g$ W* |+ F `: c2 E8 o% H 9 B* S& R0 M' }0 y* KSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). # d" Q. H, \+ @# A: W5 w! x8 I% [9 l9 a
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.2 j$ x- o6 b- Q* d1 s" e4 B
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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. ) a7 H0 g' N/ d' N# C- N + r3 ]1 X, f0 k3 M + b$ r: X' f" R4 B, V9 S
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