Ad Serving Platform: Describes the technology and service that places advertisements on Websites. : W, u0 \% h0 }, I; B% u1 ~3 ZAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). ' Y% ^6 R0 x6 I" q& c* t$ f. P+ K% z; g- w0 s( ?7 U! E% U
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.: k( B1 c$ B" ^+ ~( m9 A
1 _9 E8 D; }& ?4 n9 Z$ xAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…+ b \- S# R: p1 t) D# G
0 P' O. Y6 N) M$ g0 ~' b6 m3 FAdvertising 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 Y/ i% E) }+ f! {/ P+ f/ x# t5 }/ J( {
Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.% A" A& |% ^9 ~2 s" i3 ]! P
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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. " b% y! T2 i% P& P h $ q# _) j$ x/ B/ J5 K) ?" x4 aConversion 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.: t2 Z: T. Y: p" |+ t3 q2 Y% L$ K
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 5 l# {2 k: A% X# v3 I; I6 ~6 k9 _. S( v2 W
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions., P- t/ x. `- `$ {, ]7 C$ }
4 ?7 w+ G* x8 x) q1 S, B7 yCreatives: See “Advertising Materials” definition. 4 \/ f0 h3 }8 ^; n+ O+ H% ` $ }4 t6 u+ U$ t; q* s5 |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 z3 h) O) k2 q5 q5 Y4 i3 y) w( \( }! k" Z) n$ b1 {0 G
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…). + ^/ T+ X- l5 c. K1 z1 m 3 T, d& K9 O. a/ S% UFooter ad: Is located at the bottom of a web page. ' J1 c/ p; `7 s P3 {5 ^& l9 b6 S# M2 {) {3 O3 m+ n! I
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.+ s0 \0 J6 o* m4 Y
, J9 u; c# w8 s0 _+ _' dGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.& {. C F; h; E# Z! o- Y
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). , P7 z( P9 C6 w4 E0 k8 g- m9 m |# B0 v2 m
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.3 J5 x& ]9 D, H* g$ n4 [
- b5 y; V* W" PInsertion Order: Is a written authorization to display advertisement on Website(s). % S! k0 w: T; ]& ~ ; M' O! Y# K& a+ F% z: o, XInterstitial ad: Is a full page ad displayed before or after an expected content page5 c$ t3 m Z |. Q' [ \
6 k/ C* }3 O2 [4 ^1 aIn 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). : l* r! D0 w, F
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Keywords: Search terms or phrases targeted by the advertising campaign.; [+ ]" R+ h: @. j9 ?
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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, b+ j8 [8 X1 [ . v9 `$ r) m2 h }/ n' bLinking Text: The text that is contained within a link. ^' v1 i6 M, C4 D1 l
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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. # d9 z6 k6 o( x( C; s' `6 z a9 a+ o& S. ?# j" Y% L- ^. y. 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./ t! } @9 [) Z) |
( K+ `. S. w/ d4 V4 WPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 2 _7 Y! Z! H' r+ K5 f/ O0 ?' }
% O3 i: |0 h9 Q/ V' G/ a7 jPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. & A8 d4 G, w+ A% @ i! ~& _! p% G/ i: A$ k+ p" J7 i% sPop-up: Is an ad displayed on top of the page visited by the surfer. 1 `3 p3 ^3 p' f2 P8 z) t; X; A9 _5 d2 ^3 R* v. U5 K/ 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. + e6 q9 b2 {% A& z # {/ o3 h8 O" _: _Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.; `+ N4 m" R( W- B( {
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 5 R5 N) E: D5 \( V5 i# R- s1 V9 w0 y
Publisher 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. 7 }3 O% c0 h7 o* N( U * ?- _1 p' a: DRank: How well a particular web page or web site is listed in a search engine or advertising results." m$ Z$ n+ d$ |7 |
- m4 u$ |& o. n, DRetargeting: 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.8 }* l& B3 {. J& ?! {% M* i+ P
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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.- Y7 ^! t. R& D+ H2 a3 n% {
( m6 C/ b8 I$ nRevenue 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…).# T! `$ C8 g, S$ Z4 q
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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). ) b8 q N2 I. F( ]3 w2 w4 S F7 `8 ]! F3 o' Z0 B5 |4 cTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.& Z5 y3 m# L2 |% u1 U0 z" l# T
$ P- H! x) [8 \4 y U( hUnique 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.6 w* \+ y- Q. H l
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