Ad Serving Platform: Describes the technology and service that places advertisements on Websites. ; T! I A' n/ v$ F4 `- ?4 yAdvertiser: Means one or more which create the Advertising Material, and authorizes platform as its intermediary to include it on the Publisher’s Website(s). 2 K/ H, p/ A( D+ R$ h . @1 Z0 i4 ^ B. g1 O4 K0 A7 f$ |- rAdvertising 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. ! b) f; I/ u! |! u7 o$ v, \: m 4 K# h6 s: U. d' }" K$ {Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… + j4 Z6 a4 a2 z* X 9 }" {$ N$ \8 W% r9 ~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.4 y) e/ Q, [7 B! M+ V* ?6 v
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions. + F& Q4 Y; k9 a( G# J . |) n5 D, k/ E J& lClick 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.9 @* x' D0 ^# g) D! u6 l% J
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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.% i. @4 ^* k: Y4 z& _* T
( B% Z: m/ W4 c2 r* E" ^Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.; t1 c u' m5 z& d0 |
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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.9 j/ Z% l1 i$ M, m3 U5 {
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Creatives: See “Advertising Materials” definition. / y* A' ~4 @( g2 d2 `- C; E7 L0 E. c$ D
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.) L6 j- s* D5 ~7 `
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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…)." S9 L9 v+ h0 ]3 ~ N. A9 V6 x: H
) x# K8 Z9 i. gFooter ad: Is located at the bottom of a web page. 2 F6 z" C5 Y' w* o: q
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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. ; i7 d" s' r7 ~2 B2 N/ b. o8 P# u6 ^' e/ x7 ?0 l
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.6 f5 s, k; E% U6 p; h
8 M/ L1 V% I& w a4 W# SImpressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). 7 t9 w! [/ e2 |7 i, l6 F/ I2 B1 m I& C& S' h
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. , C! ^$ d7 H0 [2 K3 Z! T+ V% \2 p" ^" s
Insertion Order: Is a written authorization to display advertisement on Website(s).! v! m: C& w D6 M$ G7 q6 K6 v
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Interstitial ad: Is a full page ad displayed before or after an expected content page 0 d0 u# n+ X8 X1 W8 }2 P# @ ) S) ?; l9 z8 {1 HIn 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). + \0 c( ?% i& x+ a, X2 ] . r: D" ]+ a7 E; i" f+ Y2 i, yKeywords: Search terms or phrases targeted by the advertising campaign. 6 X* H: H0 ~: D* O, F) U 9 E5 H O8 b m2 V: k- i9 }# m7 hLanding 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.! z! B0 q8 C5 S+ ]& r
7 ] D" r6 N r4 F1 u lLinking Text: The text that is contained within a link. Y; B: ]5 E9 z! J( U( q- h% m . d) n. q) i# E7 }8 H/ L; O1 DNTV 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 250×250.6 l0 j/ P6 [. @+ W# p
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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. % y: y( B' s9 N h* u2 M b0 W ) h* B! R, Z( z ]Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. ) M }' r# G* ~4 r) w1 O& i
3 B! Y) V, Q2 X7 X* o, L: ?Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. 8 n1 k6 H, V# ~$ M ) G( x7 i; C" w, WPop-up: Is an ad displayed on top of the page visited by the surfer. + x/ Y7 ?( X/ X$ a/ ^5 h 4 u' k1 ~2 e' M% Y) c% k' r1 n) i% PPop-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.& x0 ^# f3 q: ?& r% J/ Y- g; x
9 c$ d Z: U. G$ L2 rPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. : {" o% C9 _- @! Q+ R1 ?, M1 |3 ^( O. I; a; ^( |
Publisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). 1 f" j: D3 K- z$ s: g* ^' o 7 A3 s# N' O0 j/ H3 DPublisher 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. ! i6 j, u# w$ K2 D: [3 j2 n( G& D + M1 r' d3 Q; _# Q' u; PRank: How well a particular web page or web site is listed in a search engine or advertising results./ l1 V, o# j$ ] L
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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.4 p5 {7 r1 e( u4 J, K* Y
Q0 |5 N8 m$ ^: N1 q, V ?: sReturn 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. 2 k6 \3 f4 t; z2 b1 Q# e! _! [1 }& ~8 X3 g8 }$ _' u
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…). 6 o5 a) b- z; ~* |5 X! w , V' }2 f. M* X. WSearch engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing).! o( K6 `# H- W) J
0 G) v, ]9 T4 MTower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.8 V1 y( K. M: ~. w& @
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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.- ]8 r! n( G4 s$ }" q2 `
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