Ad Serving Platform: Describes the technology and service that places advertisements on Websites. , d' z& t4 U+ p7 B* R; EAdvertiser: 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/ W# Q" [5 H. s. N& X% @7 o+ J* n: c" r7 j4 N
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.3 y( B* W+ n. t+ D/ q
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries… ! Y( k7 M. a* \ N/ Q' \# Y; D2 F2 c1 O1 P0 y2 ~- D/ K
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.. V; w9 J# f8 f, F: i9 f
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.; q2 }+ O6 b2 T* W7 j- T
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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. # _# Q9 v$ ^ q( O8 M " ~, r% f8 G3 x4 P m, u& SConversion 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./ X( {( u" b( [7 S1 K$ H% |
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.- y) [0 b* Y7 A+ F- H
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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.3 t" P3 h# O' f& X& `# _
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Creatives: See “Advertising Materials” definition. 9 t- A5 n1 u. g$ s& i- d % o- j& W% b6 [& M+ W7 p+ MeCPA: 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.: M7 r" U) v1 O A2 p* U k ^5 h
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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…). % `+ Y% @1 Y( {; w: S$ v' ~" K& W# f/ r. B
Footer ad: Is located at the bottom of a web page. 6 R, O {$ s3 z6 { & H( Y+ w2 k7 c- H. h5 W* GFrequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad. ( B' O8 U8 q' m / B" z1 Z& U8 u1 \8 E0 ~7 qGeo-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 e- Z% C. V# ], b# s" t, v3 n4 b' v$ |$ C1 e0 ~2 S
Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s). + @# l) I0 `+ y2 V/ i9 c' F4 u 5 ]7 [+ p9 |8 FIM Ad (Instant Message): usually a DHTML pop-up that is displayed in the bottom right corner of a page simulating a fake MSN request. # i V/ \# O# G9 F1 M/ } $ L9 }' G7 v- t( d- S# \4 DInsertion Order: Is a written authorization to display advertisement on Website(s).& V6 a. H, H2 @. N* V0 [
3 Q5 N) V' ]6 @' j* Q8 q$ J0 e/ QInterstitial ad: Is a full page ad displayed before or after an expected content page 5 \3 E5 ]! ~: ]) p, t$ O9 B) \/ { 3 c' H& k1 j+ T) vIn 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). ' K3 D' I. z: F$ T6 b2 M: z# n9 M' N7 I( R
Keywords: Search terms or phrases targeted by the advertising campaign.$ g- O0 ^; ]5 T' U' 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.3 C# y* t g8 t' F% I6 P' E4 f
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Linking Text: The text that is contained within a link.6 R5 h% |( k1 o2 b+ ?, K, T
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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. # u) R( ]" P/ d$ H: I0 p' {$ ?! `
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.$ o% n, [; f1 b; X# n
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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. , R6 D2 M( V. S9 d - C( q( w+ T$ S2 b0 bPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. ; q( G% v6 o% i+ G+ i2 d5 g3 Z 3 Y( U, N) I2 m' j; h+ f# r7 u1 ^* XPop-up: Is an ad displayed on top of the page visited by the surfer.2 N8 G9 d& ?& k3 E3 a3 M
0 o1 \( r% g7 q; K2 hPop-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. : F( l8 e" M V0 J+ f0 A5 Z, {, ? ! j4 g* W; O6 `2 s) LPositive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.8 a' w- T! t* ^/ z6 S/ r m D
+ v, w' Z0 ?8 w! iPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s)." I3 S$ ?# }+ P
) d" u5 k: x3 I$ J" [. l- YPublisher 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. 5 M0 }: Y; d5 S0 F: e2 o; x. j2 ]1 F: ^: {
Rank: How well a particular web page or web site is listed in a search engine or advertising results.$ L4 t- X5 }/ L- T& ^
4 i' H# g- W& l3 L1 g4 \# W7 [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.- B, J: X1 U: Z
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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. 6 n" N7 [. k- @- i5 b 7 c0 C* {7 ~' O- S0 Y# ^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…). 4 K- `; p: [, _+ {2 R" N4 u1 }; q `
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing). * D, G& E2 W7 R3 y# c9 f N! V1 F; n- f. p& `, R
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600. & @( ?; a( T2 P4 ~& ~1 [4 V" z% Y7 r0 g; E$ ?) C
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. & Z8 G. g0 C7 t 7 ?9 U% z( r5 \1 o! T$ i; Q1 G5 ?3 M$ l2 w% K5 N) S. z
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