Ad Serving Platform: Describes the technology and service that places advertisements on Websites. / R) C6 h$ c. d n5 D0 BAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). ! M! B' Z9 w) I. W 4 @8 [. h, R% D3 M, z% ?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. , W( t. f0 ?( ^4 t6 Q% W. c$ x: H ! k; m2 ]" W+ |4 oAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…! }" r3 }4 i7 j |
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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.& d. m- _' K; v, ?
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.9 X! X# s& h$ {9 J
, r. j& Q7 X& ?4 NClick 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.: U$ o( p7 r3 T- s2 H
6 ^/ n! Y9 d3 u$ lConversion 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. # S# j: y; j) _) T5 Z) M : D) I! U! u- S* J8 c0 nCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. ' d g2 j2 M% ^5 P' `9 w $ U& a# E, |! C cCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. : h0 E3 B8 G. ^; |, @$ ?0 E& L5 D& q+ j
Creatives: See “Advertising Materials” definition./ |% W% x8 q' X# N* G9 l, t
4 W% Z- x* g. V, C) C5 aeCPA: 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. ) k d( v7 X1 c, e. Y; v: J' ^7 V, k. c9 W
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…). . v' k7 s7 I( i' A! d1 u0 T( ~) a% T; t; q- f U
Footer ad: Is located at the bottom of a web page. . ]* D: L0 d6 x% T: W5 t8 Z& V8 X* p
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.) ]3 `& M: o4 e* {& ]5 _, z% m. i
$ W/ y7 m9 Z6 R2 k1 IGeo-Targeting: An advertisement targeted at a specific geographical region, area or location. Geo-targeting is done based on the IP address of the visitor.7 I) k, T! p0 ?9 h
# }/ i- X% U- m2 P0 I- CImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).3 [% [' C7 w! r( b" z, o E3 ~) W
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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. 8 Y8 {: [: [: ? z. J8 f: M7 F. s: l, b, N
Insertion Order: Is a written authorization to display advertisement on Website(s).+ L9 d6 k/ U& T" i. D z
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Interstitial ad: Is a full page ad displayed before or after an expected content page0 F% J" B, l% B
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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). / ?2 Z7 J7 M0 i0 ?! d4 e' f( a3 g; v9 U5 y
Keywords: Search terms or phrases targeted by the advertising campaign.# \0 t& k' C% w2 Q- S
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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. & U9 O2 ?- T2 j' _2 b: C% n( k* `6 u" {* r" L% _
Linking Text: The text that is contained within a link. 0 e9 T' L* B( p- o) s' Q- r2 R! y7 [( ?
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 250×250.1 m: L3 w t @- X+ F! f
: V% K) I1 [. _8 ^% \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. & C( o5 _0 E: ` ' _9 h6 X" k2 X( p7 O4 kPaid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 6 x. j# v% C9 ^# g% A, }
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website., h5 P3 m+ r I9 |
/ e# _, |: ]+ Q; |' ePop-up: Is an ad displayed on top of the page visited by the surfer.$ n( [" ~0 Y/ F) G9 A- n9 v, f9 F
# `4 x2 O3 I2 S- i% gPop-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.0 ], C, k! O' F' R; m
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.# u0 \- b# h3 N. |+ i" n
* e. C6 l) T2 a6 h& APublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).' W# F5 z* w9 d2 O
8 g# \8 g( F" ~/ x) Q2 ~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 x; N# R' Q6 m8 O8 P! Y( }3 r# Z d. j# s
Rank: How well a particular web page or web site is listed in a search engine or advertising results.3 M$ N3 m) v5 W- M4 `" ?
3 W& G( B2 g2 _; @; Z/ P+ RRetargeting: 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. 6 Z5 y3 X. B% H ; J4 {' d( m m, uReturn 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. * m8 a* d) @( h& T & g' Y! X o' D" K0 t( \0 ORevenue 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…)./ f) N4 P* z! [" A/ N
& b4 ^" Z7 V4 SSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). 6 T7 C" |$ T4 \8 S# R3 P( l # ~/ F6 m! M# N" @3 ^- c! z& n0 HTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.* c: D& G" g- z$ U
+ c( R( l8 v: ]" ^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.. d \; Y+ {8 W4 |0 x8 W, c& i
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