Ad Serving Platform: Describes the technology and service that places advertisements on Websites.6 W5 \# T4 D, E$ c5 u
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). ; n/ p' x' h5 s$ }% L' X / V" M; D" J! P4 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. & D H/ l+ C( T5 \/ ~1 u* R5 [5 [# E . e4 [# R+ b% E) B9 ~; x, BAdvertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…* W* O1 O0 e/ v' |9 G
$ {! [* i+ E3 G+ J( XAdvertising 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." e. L" w/ X6 C: q
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Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.6 }$ O" F/ n. \4 H2 c. A/ z
# |8 R, w& r4 y. h8 iClick 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. ' ]+ h$ O' w0 Z* d+ @, ~9 a) X0 `. i; Q6 C4 ?1 M+ t& H
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.; e2 {" Q- Y* |" u( V8 ~
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Cost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website.% v6 k0 v9 N* K! M m; H
2 [* A4 d& b- @0 _' R5 b* U: kCost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. 1 T9 g- u) |. ~7 g @ ( f$ ?% b. U2 p) A9 uCreatives: See “Advertising Materials” definition. $ {0 R6 A& X5 q# o" N d: \5 I U( v; @5 H8 U' IeCPA: 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. 1 G- L( J/ \ C3 \# B x( |' E4 W+ F - i+ j1 r4 J- c5 R% Z) U: PEffective 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…).1 B K5 S, ?; }) }: U( K' h2 y
0 W8 e3 d2 Q1 `, bFooter ad: Is located at the bottom of a web page. 3 o9 T) i9 t5 }4 |
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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.) ~5 t% |# z# y- \7 r
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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.2 M8 u ]+ C* k B$ f5 r
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s).9 E' b) r/ y: {) p0 t v" [ ^
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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.: r0 c9 \* e8 s. U0 F. V
' {3 X+ w. l4 l7 {7 ]) Q& Y A/ ^" ~Insertion Order: Is a written authorization to display advertisement on Website(s).3 ~. G. L L& t# A3 M: q( S
! s6 c4 ~; N* qInterstitial ad: Is a full page ad displayed before or after an expected content page : d, \7 s' O4 b/ E % Z3 R3 ]' G% B# B4 rIn 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). * e5 n+ F% q# b. Q1 h+ R' L
1 C+ K! O7 U0 e) t3 YKeywords: Search terms or phrases targeted by the advertising campaign. 9 E0 x, D' u' g6 Q( Z, M- o4 J* O8 u& o: e6 ]5 {7 }
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. , h. J& J9 ?" b& H- m9 Z$ T& } ( {1 u" ~9 k2 e: X/ T7 OLinking Text: The text that is contained within a link. # Y% h/ ?! o' ^3 c3 j/ ]1 j% X* Z( W, |! f0 e; Q' d
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. % G1 p. U4 }" |2 U' d7 b O" I5 p) m) ?8 C W2 J. l A
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. * S# G. R/ P# R! P7 v0 e6 v5 p3 D& c0 P, K# @
Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. s- H- C( q9 P* F) i 0 Z9 e( s4 I" }* I% lPixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website.: k) `3 K- T2 P9 J2 J7 O& r% ]# ~
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Pop-up: Is an ad displayed on top of the page visited by the surfer.9 y& E0 j- `' ^. i4 r2 D( t
8 j* O% O: t2 B' ~" ZPop-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.. o" @! ?/ n( C7 m; e
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website. ( s2 o3 ^+ m* x # k7 Z) E! d% R6 V7 |/ p" KPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s).: {) B3 ^6 V. C' E
W, N' @4 j% v. x2 WPublisher 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." O5 V1 j8 r/ \% p! `/ a
2 p) y7 a( m5 x2 w. L; D+ ZRank: How well a particular web page or web site is listed in a search engine or advertising results. y- C/ ^! j/ B1 g% c1 q, |0 d$ q: p8 y9 O1 G3 ^
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.) n/ n L$ |9 \9 a5 ? N; N6 x
) u( o. ~! z$ J3 CReturn 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. 4 S+ Q- v' |5 W$ G1 K- [' g& K4 k: f* c8 I
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…).9 e- ]" P; k9 D, `' t# s' x' T+ t
% n G% Y9 J5 L0 } b1 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 c( w6 {' `& Z/ W& \. A( ?6 v( n7 w) {
Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.# b3 N6 Y6 q: b- Q9 B( Q8 A
; M: A) M. n6 n. M+ zUnique 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.! t3 V% f7 ?7 o- N
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