Ad Serving Platform: Describes the technology and service that places advertisements on Websites.6 b9 J. Y3 \1 D2 Y# E& r4 z
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 S5 R5 Y0 z' c/ @" q# n ! ?; ?( n3 a6 e6 A6 U! E- s; B) aAdvertising 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.* W& S3 j7 S+ |
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ' i: w: @. @0 O2 Y! h# W0 k " o) S5 k& {; M" x3 y- yAdvertising 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. ; u8 q+ O1 u, j: q & `: Z& r/ ~7 `/ Y1 ~! K2 fBid: The amount that an advertiser is willing to pay for a click or a thousand impressions.9 O' |5 ~9 Y7 `. o5 r
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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.' \( ]6 v% u9 T3 ^+ R
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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. ( Y) e( o: l! @$ F g7 ` % o1 u% F7 L2 BCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.2 T. Q( S! _, _: A# Z$ z
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Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. : S* u9 n. q: M- J0 v$ i' x* U# t4 x4 Z . @6 t" H" C+ KCreatives: See “Advertising Materials” definition. " B, x* P8 Q7 F6 k$ I9 Z! n7 J ' j: R, c& s* P' O) oeCPA: 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. h! U, X2 T4 e/ ` 1 R0 K6 N' R8 A' z6 _8 EEffective 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…). ; ?2 x- `1 Y, S% Y2 c1 H% r6 t+ R7 _& q. s
Footer ad: Is located at the bottom of a web page. * a# j6 h2 J$ X& V" d
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Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. w* x9 C b$ {2 p' P ; ~, }2 ~7 ^9 s$ tGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor. 1 O5 D1 _( P' X % C" W7 u% k( a/ B& M" z: WImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).! f7 Y8 g' X$ Y* C: r7 N4 F
( z, U' d, O' F1 B8 v6 p; f6 GIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request.! B Q) r7 [, ~( d6 H( x+ d! z5 x
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Insertion Order: Is a written authorization to display advertisement on Website(s).6 U" R# c) N. t( n/ X- T+ |
& X% B V5 p2 u0 S9 W9 b: C/ wInterstitial ad: Is a full page ad displayed before or after an expected content page 0 J+ o0 s" \. ?! I- u+ \ 3 b2 D7 G/ t. G# s2 {) YIn 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). + `+ m* q5 |) d, G) ?( T$ e9 j
5 h4 p5 q6 \! [% [Keywords: Search terms or phrases targeted by the advertising campaign.) M8 O% P( u" V/ |# ^( |) l
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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. 9 m! \9 r" J' `" _2 Y ; \0 i" U8 X) D1 cLinking Text: The text that is contained within a link.. z% h$ M/ r; o \* h
4 u+ v5 p. U* {# v" R; l, ?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.% G& }' R* j4 c" B: {: k4 U$ ]
( u5 @6 U: s% \: z& C; f; YPay 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.: v2 V" ]+ ^6 w
Y6 F( R& n) j" s& }% e$ DPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 5 V2 [# Y$ q$ k, b; p 9 @' Q1 ~" h+ \: o5 V; rPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. + D9 ^- O8 i) d% t 1 Y0 c- p+ T! [" O" RPop-up: Is an ad displayed on top of the page visited by the surfer. 2 Q2 T$ @0 a2 y8 C2 T' e# l9 z) _' x3 u1 Y- H
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.8 G! E) J5 }4 ]6 i. E
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. 4 E- p. L9 M; c " c# f; I+ ]3 Q% L; wPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 6 U& V+ v. Z6 T) a% w+ X; j5 `& U- J0 {* d4 T7 `7 ?0 r
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. ( B% i) b* i9 T$ e8 x, \3 P0 R' W# w
Rank: How well a particular web page or web site is listed in a search engine or advertising results. ; c/ V7 c; r. g2 J' L1 [0 B% z q, d) n
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.( y. U" y7 V+ U |' ~2 G8 a+ R
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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. 0 K# G! _6 s c1 y6 Q; ?2 d4 ?9 v2 j- m
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…)., S* i) F( t" H' d. u7 ]! l8 o
% H f7 i, D d+ o7 r4 X# cSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 7 f2 k) B" u w, h! t$ z! U' }/ [
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.8 V" J+ a/ Q3 Y
, V: S! D- N0 g8 M$ ?% v! r* E: DUnique 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. # d! k, [, ^: G# [' R( U3 S* o7 E$ ^- b # x" @4 b2 P2 a0 F: k & `% h' a: n9 H/ E+ I" P
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