Ad Serving Platform: Describes the technology and service that places advertisements on Websites.7 Y) h+ a7 u5 z& R% h5 I( M
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). + }# C) u% N" w) z+ o- N3 ~% r, B; K5 D5 N1 t: r# 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.# p1 }- Q) S+ s4 b& s# d5 d
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…$ ]9 ~+ K: i$ [" ?$ f
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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. 1 x1 k" X+ I b5 n5 q7 M2 | ' ?& W1 l4 ^1 F% }Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. / R# |- m& A) L ! C+ Q+ c3 ~. H) y7 q- a# bClick 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.; l/ u- C5 J, v8 Q0 O6 X
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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.8 P+ j: o! E! g- `& p. V
2 K1 H( n7 ~6 i3 n c; w# E5 GCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.6 ^6 B" }) m" |! F
, H! Z$ `7 ^. B; t7 uCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. ) o6 C+ N5 a3 k5 ~" c% |5 U+ U
Creatives: See “Advertising Materials” definition. 6 g- W" l% r8 X/ Q 4 A! B6 I& b! M; `# JeCPA: 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.5 i: ?& R* D2 N0 `3 s
, a9 a: V9 X0 m7 E, q: | M% g/ {( KEffective 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…).; W8 L, K5 h! P
7 }# p" |+ V. e# r5 jFooter ad: Is located at the bottom of a web page. ! F: l: B: s0 j; _
% k& D+ c1 H+ N/ E/ ?6 h0 iFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. 3 p( K- A K" P. n8 v! n' k( N' n A* {- f6 J- k; T% i
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.% X& @9 S, F8 e# V
% o1 L" o; q+ a. L- SImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 4 q5 }4 p4 f* m) T4 T7 }& b' A. u$ e# k3 U
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.+ N# ?, {0 D/ q1 h6 {! H
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Insertion Order: Is a written authorization to display advertisement on Website(s). , a! A5 U* [- I2 {4 O! ` 1 ]6 J1 L) X0 v* r/ w' RInterstitial ad: Is a full page ad displayed before or after an expected content page * E$ t0 v, e" C5 U* w ^& z5 I8 B/ i# b& U
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). 7 @1 x9 z/ m! a j. W . Y c6 ^) e4 k( _" H* }/ VKeywords: Search terms or phrases targeted by the advertising campaign. 3 `4 i8 T u4 x: z. K& x# L1 r1 U1 z' Z. i% X$ B8 V9 U
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.3 Y7 F- g: |, ^ p" I3 }
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Linking Text: The text that is contained within a link.% E# V2 P* B, J- f4 w- P: u
' ]/ ?, N6 i+ C& R3 ~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.. z2 P9 `5 U3 e% ^/ c
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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.: @+ X, s! n$ G- {0 e8 A
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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. 0 a r2 k3 X. m
8 C$ ^# W9 E" C) O: Z$ ]+ ?6 iPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 7 [0 f) ]& X$ w1 t( l( q" J; f- Y& M7 k( n- v
Pop-up: Is an ad displayed on top of the page visited by the surfer.0 ?2 G! S0 n" j" ?
. S' t* T7 B' uPop-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.' Y% {, Z5 t N' O
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.+ b% ^+ }/ R. _- |2 \1 L: U# T
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Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). " L ^8 q5 x) B( o1 u- O, |+ Q$ z# h, S# c! |6 W# v8 |
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. G" E- ~% c d0 I
6 D' o9 ?. }$ `. rRank: How well a particular web page or web site is listed in a search engine or advertising results.. h7 P4 P! m- y' Y( x- ?& E
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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.! `2 k9 \: V/ o* g* E$ p5 c
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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. " a+ S; b2 U$ \7 |$ q % J( o. I& F4 D) o' yRevenue 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…). , d) {5 ~9 ?1 R6 [4 {6 \ # u- N3 u! d( o% ~' d# vSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). , F' l2 N9 i( _; v! w/ T' W; |4 ^. O- M7 {% }- z3 K8 w! K
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.0 `2 B! \# u: a/ Z. p% s
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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.$ @6 F. k' N: G3 |
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