Ad Serving Platform: Describes the technology and service that places advertisements on Websites. * D/ n* J$ ^: O; {0 Y( M# ^5 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)." `9 j% W8 |. L6 J2 N, h
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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./ {7 ]9 g' p% Z4 @) d
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Advertising Campaign: Configuration of an advertisement with all its parameters. Ad link, link text, CPC, duration, keywords, countries…# X" Q$ _* y/ C; A6 g' I
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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. 6 g1 `& A8 q7 K$ [6 m8 ~; ^ ' M) ~9 _. Q; t! ?Bid: The amount that an advertiser is willing to pay for a click or a thousand impressions.% R J% Y+ u% A% e% W, d
0 n: Q2 z2 m: l9 ^ u! OClick 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 z1 ^1 b5 e: p6 L+ _
M' `) ]: \8 o. F# UConversion 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. + F, v0 C" e2 ^! }* _& | - l4 y* J! v4 `: B3 MCost Per Click (CPC): The cost or cost-equivalent paid per click-through to an advertiser’s website. " v4 g0 U* ?' I+ Y g2 a: F$ G; |% p$ S/ j9 F4 k
Cost Per Mille (CPM): The amount an advertiser pays for one thousand advertisement impressions, regardless of the consumer’s subsequent actions. ! \: P& u$ ^8 [+ H# f 8 r8 G( C) n2 g' }% \Creatives: See “Advertising Materials” definition. 0 ^, I$ w( f8 n0 Q7 e5 u# h9 ` 9 W- n5 U# u8 _* \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.4 s# ?" C8 J6 s& E
% R! S5 [$ _ o: y2 AEffective 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…). ) E" f0 a) `1 j' {) x9 N6 R1 V, G# v' N' a* {
Footer ad: Is located at the bottom of a web page. ! |$ q( R) o& _+ Y% z9 ~9 n- c. [7 P. S& H
Frequency Capping / User Capping: Means restricting (capping) the number of times (frequency) a specific visitor to a website is shown a particular ad.3 k2 c1 G" V: M% I5 p6 D
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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.! ]: w+ Q0 z" Q# a4 n' `; z
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Impressions: Means the number of times Advertising Material is served to a person visiting the Publisher’s Website(s)./ k0 J1 S8 v' _0 Q+ K# ^( ], N2 }
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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.! g* z7 B2 c9 r [ j
# _/ v% z$ v, ?, s+ G: s; QInsertion Order: Is a written authorization to display advertisement on Website(s). 2 e6 v8 O. m/ M, U6 H3 \/ p 1 M% s s( r/ { o0 l+ y4 nInterstitial ad: Is a full page ad displayed before or after an expected content page4 _2 G4 t, _8 g" ~* E; W
; P. e) v6 W0 a+ C7 v, zIn 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). 9 z7 X; n: H3 N) S2 p5 ]- R8 y' ]2 G9 h# a& V9 S t* a( x
Keywords: Search terms or phrases targeted by the advertising campaign.1 r S8 m1 p" t: S1 V# F
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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. 5 o$ M8 {+ c* D. H, ^2 y4 e& C2 _8 B0 a* ]/ c
Linking Text: The text that is contained within a link. ; t+ b* f5 D, Q# U- ]) ]- S) V8 f6 s2 h! F: E' O% f% `2 @
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.+ w( B. I I5 k! L, r
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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. P/ C. u' l* A: }: ]
5 P: L* ~. Z8 P# ~6 T( Z' \+ u$ }Paid To Read (PTR) / Paid to Click: Incentive programs where members earn money for reading or clicking on emails and visiting advertised websites. 0 z1 G* W) U. L! f
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Pixel Tag: Is an invisible image of 1x1px to monitor the activity of customers on a website. @9 K0 Z5 d! m+ ~) F# H4 d3 `
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Pop-up: Is an ad displayed on top of the page visited by the surfer. / f3 \/ s/ t: X2 c" Q) F 3 H7 ?: G5 x# `, dPop-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.. \/ W: Q% w! p4 b
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Positive and negative retargeting: Target (positive) or exclude (negative) users who have reached specific steps of your website.2 Z: e- E! |2 A% J3 Z
7 `- {, E1 H1 SPublisher: Means one or more responsible for the distribution of online Advertising Material on its Website(s). % v$ G3 o# ]' \0 u+ p& K- `% ^, u* C, U
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. / |' Y& K1 A- I- C0 r& V- G4 B5 z% s/ T
Rank: How well a particular web page or web site is listed in a search engine or advertising results.0 a" n; _! L! i/ W2 E
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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. . u$ n. l) E) T* ~: z ~4 K" ^) z. B" T
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. ) m% k& s5 D1 Z- R, s 9 `6 }! n3 c5 o4 _% f1 ^4 }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…). % J! k/ ]" ~, ^+ O+ i$ p+ P; J: o1 t
Search engine optimization (SEO): It consists in improving the ranking of a page or a website in search engine results (like Google or Bing)./ R7 J# l% o. Q: y' p. `
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Tower ad: Synonym of skyscraper which a vertical type of banner usually in 120×600 or 160×600.& x3 X* i& A' k
. E, Q) Y V- w' l$ rUnique 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.4 u3 [+ H$ @8 a* ], S3 r, K
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