Ad Serving Platform: Describes the technology and service that places advertisements on Websites.6 {* i4 U2 I; I$ t, c5 x$ g7 S" E
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). 0 `+ g( r! p: e& K6 M9 h+ {+ W6 m8 G" e
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. 4 P* F/ G6 t6 W+ ] 2 f5 S( g2 A4 i3 T" W2 SAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… 2 I- S3 L* k' y4 G7 L$ V! K# Y" O4 W! P
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.2 _; R5 T! E [6 T9 ^2 C7 ]! b
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.; D; u9 O) t) G% F
( |0 c. t7 X2 @, G" H n8 \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. ' v+ ~' w4 b" t8 E$ q3 I1 {2 g! X " R) `- B' u/ S# D1 D+ _$ u& zConversion 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. ! i6 i+ e& x$ {: t. P. W! s - q! y" t# x5 c0 s7 L; f" kCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. 5 P$ _1 p; f! ?: [/ U/ ?; n# } {2 g1 H9 p. W4 C& [
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions.. B# Z& t& k, }: G7 V8 J
! N! R# {$ A z0 z2 O) d2 y# fCreatives: See “Advertising Materials” definition. , H+ U$ Z9 D5 c. }: [9 Q / h: w w' k; ]1 Z3 I; P+ |1 ~$ feCPA: 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. - N% U6 _1 F% y# [ " r/ W* y+ s* ~; Q, D$ b" {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…).- L/ Q: h+ T/ t* ~ i: D) r
- E/ r' H& }0 B2 J. lFooter ad: Is located at the bottom of a web page. - h: T% o* d; o; L4 r1 [7 }
% v8 S4 }9 w7 t5 h# p& H" J, rFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.! I( v5 h2 V1 v
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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.' E N. b" F9 f t) o2 W5 E+ L
2 F$ W" ?, S- }8 v' t O: PImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).% d' h/ ], i0 K; @! z! s. K
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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. / p4 l/ k( T7 d/ b" C, I+ ~) D* B0 l8 ?) F& b i
Insertion Order: Is a written authorization to display advertisement on Website(s).! |' v/ H) g# [6 S8 d
4 S& }6 d! k9 B% v7 vInterstitial ad: Is a full page ad displayed before or after an expected content page( h1 E8 q! O1 v# X5 s. I8 i5 _
. ~# ^. c8 A: `: s# g! E4 jIn 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). * w& ] `6 ?: a* I: _- O
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Keywords: Search terms or phrases targeted by the advertising campaign. * S$ _: L) I) w/ {! z$ S/ A" S1 h( T* S/ ^
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. / a3 b5 [. ?# C6 |6 S2 h& Y8 }( I, _9 [6 j
Linking Text: The text that is contained within a link. 8 g- B i0 j+ O" v# s- A N/ B" f4 N. v+ }# S* 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. 0 s [* g4 U& O# O6 f0 @1 @. B , `# q* J$ p, H8 X4 `( C, mPay 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.+ b, b1 e8 k$ p" z
1 L" j: s4 g3 c( o7 CPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 7 \/ l7 ~* r9 i% @5 i/ H
& a/ A0 [$ ^" b6 r2 r( K- sPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.$ `4 G. G2 H( x& m
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Pop-up: Is an ad displayed on top of the page visited by the surfer.4 ^$ v0 F+ r4 O5 R, L; |
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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. ) G; M8 ~( g) c 2 `: U0 A# c% j# }# M. `Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.) _+ Z# G' h* B1 P1 f; T. w, x
3 ~9 c! l* }/ n& q; C/ b2 lPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 1 e) O1 S8 j5 O4 g9 e# F0 } y `/ K+ y- K I5 P
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.( I2 n1 M2 `% m( b
, J! U& p; R; {$ [9 }7 bRank: How well a particular web page or web site is listed in a search engine or advertising results.& Z, [9 r3 p: X k; N j$ G, S
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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. 3 P, g& t7 T+ r! M, v0 w: a/ Q6 q 2 j0 _$ p/ q' `! }9 b" c. oReturn 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.; W- e! W$ m# P4 N" {" B2 h
/ |9 x( z; Z! a3 `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…). ) u) d1 O H0 D/ z5 {! `+ ]9 n7 |5 X: P' b0 R
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing)., Q5 b+ M/ o7 k4 ]# Q. e. K
7 @6 m; F9 ~; Z$ h5 DTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. ; Z) j9 I5 H+ m/ |- g% }1 u1 i2 C 6 s, C; F- h( U2 n! ~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." A0 H7 A# q0 z3 x5 J" R4 G
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